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THE AMERICAN 'IOBACCO COMPANY Memorandum AT 625 (7 8 Mr. R. E. Smith, Vice President - Brand Management F~m J" C. Bogie, Product Manage~ <o n~ LUCKY STRIE~ Share and Distribution Trends ~to January 21, 1990 This serves as a follow-up to your request from last weeks Brand Direction Review to check the LUCKY STRIKE's Nielsen share and distribution trends. (See attachments). SHARE LUCKY STRIKE's share in S/O '90 was .69, which was a -15.9% decline versus a year ago. During this same period Non-Filters share was .41 and Filters .28, representing -8.g% and -24.3% declines versus year ago respectively. Also, per your request I've included the latest 12 months Of share data for PALL MALL. LUCKY STRIKE Non-Filter distribution is at 93%, not the 84% I reported in the Brand Direction Review. My mistake. The Non-Filter franchise appears to be holding its food store presence, while Filter styles show a steady gradual decline. Please let me know if you have any further questions regarding the brands share or distribution trends. Alse, I'm finalizing the $3 ISC profit analysis and will issue an analysis this week. JCB/fso distrb/l

LUCKY STRIKE LUCKy STRP~E 70 LUCKY STR~KE PIT UGH T'3 TOTAL LUCK',' SI'RIKE FIT LO TAR TOTAL L LIC'Ky ST BIKE NIELSEN SHARE TRENDS ND, 191~9 ,~:, 1990 MA, 19~L) MJ+ 1990 JA, 19~0 SO, 19~0 SHARE SHARE SHARE SHARE SHARE SHARE 0.79 (~77 0.76 0.73 0,71 0.6~ 0.44 ~44 (~,42 042 1~41 (~41 0.19 0,~8 0.1B 0,17 0.16 0.~5 (X16 0.16 0.15 0.14 0.14 0.1~ 1

LUCKY STRIKE LUCKY STRIKE 70 LUCKY STRIKE FLT LIGHTS 'tOTAL LUCKY STI~E FLT LO TAR TOTAL ND, IgSS JF, 1989 SHAI~E SHARE 0~5 0.90 0.49 0.48 0.24 0.~3 0.21 0.19 LIIC:KY STRIKE NrELSEN SHARE TREND~J MA~ 1989 ELI, 1989 JAj 1989 SO, 1989 SIlAgE 8HARE SHARE SHARE =3P~ 0,86 0.81 0,82 0,46 0,46 (145 ~45 0,22 0,21 0,19 0,20 0,20 019 0.17 0.17

PALL MALL PAEJL MALL GOLD pALL MALL RED FLT TOTAL PALL MA~ NIELSEN SHARE TI~ END~ ND, lg69 JF, 19g~ MA, lggO MJj 1990 J/~ 19gg SO, 1990 SHARE SHARE SHARE SHARE SHARE SHARE 2.52 2,49 2.40 2.33 2.2g 2,19 0.45 0,46 0,45 0.43 0.42 039 0.46 045 0.40 0.40 O~ 0.36

LUCKY ST~KE LUCKY STRIKE 70 LUCKY STRIKE FLT LIGHTS TOTAL LUCKY STRtKE FLT LO TAR TOTAL ND, 1989 DistdL~tlon 95.~ EG.O0 67.C~3 65.00 NIELSEN DISTRIBUTtON TRENDS JF, 1990 MA~ 1990 M J, 19.~1 gisttll~tioa mslrlbullon Distribullc~ 95 00 95.00 93+00 93.00 66+00 65.00 63.00 62¸00 JA, 1990 I~stdbudon 95.00 94.00 93.0,0 92.00 6~..00 6500 61.00 62.00 D Islrlbtl...

LUCKY STRIKE LUCKY STRIKE 70 LUCKY STRIKE FLT LIC~ITS TOTAL LUCKY STRIKE FLT LO TAR TOTAL ,SO, 1990 D~st rg~tfoa 04,00 ~.00 63.00 59.00