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MARLBORO ANALYSIS Produced to Federal Trade Commission pursuant to subpoena dated June 6, 1997.

MARLBORO ANALYSIS OBJECTIVE GOAL: TO REVIEW EXISTING KNOWLEDGE ABOUT MARLBORO Produced to Federal Trade Commission pursuant to subpoena dated June 6, 1997.

MARLBORO OUTLINE HISTORICAL REVIEW A. What Marlboro Did B. Why Marlboro Was Successful C. Principles Based on Case Studies II. III. MARLBORO ' S A. B. C. D. STRATEGY TODAY Product Acceptance Pos it ioning Phi losophy Al locat ion of Resources Role In The Company's CONSUMER PROFILE A. Demographics B. Value Structures Brand Portfol io IV. V Q POTENTIAL OPPORTUNITIES A. B. C Q Product Trends External EYents I. Social Acceptability 2. Price Sensitlvity Consumer Trends SUMMARYICONCLUSIONS Produced to Federal Trade Commission pursuant to subpoena ~LO~ dated June 6, 1997. - ~ -

RM042928

HISTORICAL REVIEW 0 Today Marlboro is the #I Brand in the market with 23.6% share and growing by almost i share point per year. What did it do? MARLBORO SHARE OF MARKET 10' Lg£g IggL0£ 1 g~o YEAR Produced to F~eral Trade Comm~sion pursuant to subpoena

MARLBORO ANALYSIS HISTORICAL REVIEW The following reviews Marlboro's strategies in three periods: I • Before the repositioning in 1955 Getting it right: 1955 to 1965 1965 to Present 0 h~ 0 8ggg gglOg Produced to Federal Trade Commission pursuant to subpoena dated _Ju~

Before 1955, Marlboro was an upscale, premium priced brand featuring three styles: Plain End Ivory Tip • Beauty Tip (Red) Produced to Federal Trade ~ommission pursuant to subpoena dated June 6~ 1~7~-

i ~ZO~ ~ A1 1947 Produced to Federal Trade ~ommission pursuant to subpoena dated June 6, 1997.

CX l~-J RM042933