Tobacco Documents Online

Claj iLm M a~'keting and C~m~mlmk a ti(>ns 340 Pcmberwick II~ad ~r e*.]/wi~ll. CO~I,X'LIt'LIL 0683] 203.53[+3fi00 F~X~ 203.532.01 ]6 ClarionJ .ua 2f, Mr. Jim Bogie Product Manager The American Tobacco Company Six Stamford Forum P.O. Box 10380 Stamford, CT 06904-2380 Dear dim: This letter anrvee to provide a profile of respondents to the Lucky Strike Free Commemorative Pack Offer. Through last month, a total of 3,637 responses were processed by The Fulfillment House. Key findings were as follows: Respondents don't seem to be switchers. Close to seven out of every ten of them (68.9%) have smoked their current brand two (2) years or longer. Over half (52.4°/°) smoked their previous brand two (2) years or longer. About 22% smoke Marlboro, 12% smoke Camel, slightly less than 12% smoke Lucky Strike and 10% smoke Winston regularly. Marlboro was the previous brand choice of over 17°/o of respondents. CameI was the previous brand choice of almost 11%. Almost 84% of the respondents were male. A majority of the respondents - 45.5% were between 35 and 54 years of age. Respondents aged 21 to 34 comprised almost 52% of total response base. Respondents were overwhelmingly non-menthal (82.5%), regalar/Idng size (68.7%) smokers. Respondents prefer soft packs (almost 81%) and are carton buyers (over 84.3%).

Mr. Jim Bogie January 21, 1991 Page 2 In summary, respondents are: Male But older than anticipated And loyal current brand smokers A tab key of survey results and a copy of the free commemorative pack offer survey are attached. Please oaU me with any questions regarding these findings. Account Supervisor attach. co: Mr. Ken Noone, ATCo Ms. Jill Flavln, ATCo Ms. Ellen Ashkin, ATCo Mr. Howard Goldfrach, Clarion Mr. Mike Bode[I, Clarion Mr. Dave Mackey, Cladon Mr. Paul Iffiand, Clarion MS. Laurie Wamecke, Clarion Ms. Anita Kozminsky, Clarion Mr. Emil Dispenza, Clarion Mr. Joe KIlIan, Cladon *~ME~39p~35B~.TR

--I 0 G~ o~ =~ o ~" .~ I~" ~ ~" (o oO ~ ~ ,< o o -. o -. ~ • ~ e g 133 °°°°°°°°°P°°~°PPPPPPP~PPPPP~PPPPPPP~PPP~PPP~PPP CO "In ~J o o 3 o "0 @ Q :D T~ o 0~ 3, 00000000000~0~000~00~000~000~00~0~00

P • ' Mr. Jim Bogie January 21. 1991 Question 1 (Smoked current brand) Less than 6 months 6-12 months: 1-2 years: 2 or more years: Unknown TOTAL 259 3O9 412 2,506 15/ 3,637 7.12 8.50 11.33 66.90 4.15 100.00 Question 10 (Smoked previous brand) Less than 6 months 6-12 months 1-2 years 2 or more years Unknown TOTAL _# 515 308 534 1,904 376 3,637 14.16 8.47 14.68 52.35 10.34 100.00 Question 3 (Sex) Male Female Unknown TOTAL _# 3,048 584 5 3,637 83.81 16.06 .13 100.00 Question 4 (Aae) 21-34 35-54 55+ Unknown TOTAL # 1,146 1,653 827 3,637 31.51 45.45 22.74 .30 100.00

q , Mr. Jim Bogie January 21, 199t Question 6 (FIavor) Menthol Non-Menthol Unknown TOTAL Question 6 /Lenqth) RegutadKing Size 1O0's 120's Unknown TOTAL Question 7 (Style) Ultra Light/Mild Light/Low Tar Full Flavor Non-Filter Unknown TOTAL Qvestlon 6 (Packaae) Soft Pack Box Unknown TOTAL Question 0 (Usua{lv Purchase) Pack Carton Unknown _# 611 3,000 6 3,837 2,499 1,026 85 7 3,637 # 356 1,034 1,795 376 4 3,637 2,936 668 3 3,637 #_ 1,273 2,837 27 16.80 82.49 71 100.00 68.71 28.21 2.34 .74 100.00 9.79 28.43 49.85 10,39 2.o4 100.00 e/e 80.73 18.37 100100 35.00 64.26 .74 TOTAL 3,637 100.00