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PHIILIP'MORR'!S U.S.A. INTER - OF'FICE CORflEiSPOMDE40E 100 Park Avenue, New York, N1Y. 10017 Mr. Jon Zoler Darte: Ju1y 21', 1977 Subject: Al Udow Proposal for (a) study of the consumer perception of taste and tar .rankings of 100's, (b) comparative reactions to "B&I$ Lights" vs.. BWExtra Lights. It is recoa>mended that four categories of smokers be intercepted at high traffic locations. There would be 50 smokers in each of'the four groups: Smokers of : (a) B&H Filter (Gold) (b) B&H Menthol (Green) (c) Other 100's Filters (d) Other 100's Menthols One smoker at a time will be taken into a room equipped with a ta!b1!e. For the plain filter 100's smokers, the table will be covered' (in randomiordler) with 20 packs of'Filter 100's (see list attached). The Mienthol 100's smokers will be faced with 20 packs of menthol 100's as listed. Half of each group will include B&H Lights; the other half will have, instead, B&H'Extra Lights. Silk screened packs will bee needied. The procedure will be as follows: 1. Sort the packs, putting them in rank order from the weakest taste to the strongest taste. 2. Explain why they placed the lowest and the highest where they did'. 3, jumble the packs. Rank them according to tar level -- lowest to highest,. _ 4. Explaimranking of lowest and highest brands.. 5.I~f their current brands isi'ncliudedin thed~isplay, remove it, and offer a coupon good for 25(,-off on any brand on the table. Remove the brand chosen. Offer a second 25#,, off'coupon good for any remaining,brand. 7. Ask probability of trial of the B&H line extension shown, and Carlton. 100"s (for plainifilter smokers) and Kool Super Lights (for menthol smokers). All three brands are equally new and'unknown to smokers -- and all are "'light" line extensions. ~ f 1002486120

2. 8. Ask everyone to describe the probable taste of the BSH'line extension siiot,shown. Degree of interest in trying,a lower tar version of the brand they are currently smoking. Give 50-,,t cash instead of the offer of two~25(,% coupon$. ,Th'is study will provide the following information. (a) Relationship between perception of taste and tar. (b) Ranking of B&H 100's vs. other 100''s on taste and tar. (c) Perceptual distance between B&Hand B&H'Lights in one case, and BI&H vs. B&H Extra Lights in the alternative case. (d) Degree of interest on the part of B&H smokers, and smokers of other 100's, in trying B&H Lights vs. B&H Extra Lights. (e) T$ste images conveyed by nB&H'Lights" vs."B&H Extra, Lights°1'. It is recommended that this work be undertaken in two markets in order to get a little geographical spread, and that these be good'markets for BM andifor 100's. New York metro and a major Texas market would qualify. This project could be completed in two to three weeks from approval. Al Udow . AU:sw

100's Plain Filters 100's Menthol Filters 100''s Nov.' 76 1:May' 77 NoN.' 76 /:rxsy'7'7 Latest Brand Latest Brand! FTC Tar Shares FTC Tar Shares. True Parliameni 11 16 (11.5 C.I.) Va.Slims 16 Marlboro 1'8 B&H 18 Kent . 1'8 Winstorn 19 Tareyton 19 Lark 19 Pall Mall .19 Not On FTC List Kent Gold.Lts. na Merit (10.8 CI) Tareyton Lts. na Vantage (10.9 CI) Winston Lts. na Carlton 100"s na Others Camel 70 23 Marlboro 85 18' Winston 85 11 + B&H ' LM. or Extra Lts. 0.4 True 13 0'* 2'. 0.5 Pall Mall 16 0'.1 Silva Thins 16 0'.1. 0.8'' Va.Slims 16 0.7 ' 2.4 Kent 17' 0.1 2.4 B&H 18 1.5' 1.1 Belair 18 0.5~ 2.8 Salem~ 18 2.3 0.8 Kool 18 1.8 0.2 L&M 18 0.1 1.5 Winston 19 0.2 Newpor t 19 0.1 Not On FTC List 0.4 Kent Gold.Lts. na 0.3 0.5 . Kool Super Lts.na Merit 01(11.1 CI) 0.2 0.4 Salem Long Lts.(11.1 CI) 0.7 2.7 Others 3A I:Koo1 85' 17' 6.8 6.0. Saratoga, 16 0.1 9.7' More 21 0.4 + B&H,Lts. or Extra Lts.