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I~i SLGIiEI!]AT I.OII._S]_UDI MF_AH.IIIG. OF. B~AND ~IIAI'IE TIIE MEANING OF A BRAHD FAMILY IS IRANSFERRED TO A SPIN-OFF IN IELATLVE LIER['I~., E,G, CAMEL L~G~nS ~s S]ROr.~GER/MORE MASCULINE THAN MARI.BORO I. IGHYS BECAUSE CAI~IEI. ~s STROHGER/ MORE HASCU[.INE T~IAN [~ARI}~ORO, TttI:RE ]S A I)IFINITE 1RAh'SFER OF qtiE IMAGE OF TIlE PAREN[ TO ANY [.file [:XILIJ$1ORS, ADDII ]OI~AI..I.Y, IT APt-'[:ARS TtlAI OVER lIME IttAT LINE EX-F[-HSION CAH AND WII_L CttANGE TIlE IMAGE OF lllE }.;RARD FAHIt_Y, (CAHI!I_ FAi.IILY) ENT ) [RO$10N ......... ~ CX 29-K RM031143

~-LE9 Produced to Federal Trade Commission pursuant to subpoena "dated June 6, 1997.

-JS<Y ST~:KE CI-;;STERF, :_J XAR. 30RO >.': .~;S TO."; CAZ4EL Vi CEROY KEXT VAXTAGE CARLTOX TAREYTO;; Y-" " :~, T NOW TRUE f V, S L I,v,S KOOL :".ORE h EWPORT I;O;;-FILTERS" I;4AGE IS OLD FASHIOgED/DATED. ~IARL'BORO'S APPEAL TIED TO PEER PRESSURE A:,:ONG YOU~;G ADULTS. STILL CARRIES NON-FILTER IMAGE. S ,XAGE LESS CLEARLY DEF~,'IED, G!~,OWS UP" POSITION IN LI.'IE WITH ~':ARLBORO~S r,.EX,/iARYETON HAVE POORLY DEFINED IHAGES, POS iTI. ONING. ~{0 FOCUS, I',.'-RI~ HAS CLEAREST IMAGE IN ITS SEGHENT, VA,II~F_. s I,V, AGE IS LESS SHARP, ~'i~L ;~OVI,~G Focus oN LS-2q PROSABLY RIGHT FOR ~.~o ~" ~c MATURE THAN !!ARLBORO, "TASTE "K;DS CIGARETTE" iMAGE. I,~N. HAS NO CONSISTENCY IN i¢.AY BE THE "SMART" BRAND TO SMOKE. CARLTGN HAS SHARP IMAGE -- LOWEST, HOT AIR, ALMOST NOT A CIGARETTE. VIRGINIA SLIMS HAS STRONG FEMALE, DEFIANT OF TRADITIONAL ROLES, PRESTIGE iMAGE. OTHER BRANDS SHARE THIS IMAGE TO SOME DEGREE. KOOL/~'IEWPORT HAVE YOUNGER ADULT -- IN THIt;G IMAGE BUT LESS SO THAN ~ARLBORO. SALE /DE.AIR HAV= ~T~t~e~r~~i~'~esu~ttosubpoe~ dat~ June 6, 1997.

].!981 ]::P~HD_ Lf_~[l] L_Y_, REGULAR St'IOKLRS SEGMEI,I'I I::RAND FAHILIES BASED ON TIIEIR TOTAL It4AGE,~ DIFI:[RI.LNT DIt,IENS]ONS ARE SUPPORTIVE OF EACH GROUP, I~ON-/.1FI,IIIIOI_ BRAND FAMII. IES ARE POSITIONL:D ACROSS Tt~E FUt.L RANGE OF [ACII DIt.IENSION, LUCKY SIRIKE ['ALl._ MAI.L Cllf SIERF I [!LD i~ ...................... ~ S1ROtlG ..... ~.::~.~.-~i t I l G t I 1 8 N "~":~*:' " MALE i~: .... SERIOUS SHOKLR ~.'.."~i~, ..~?.~iil TASIE l NDULG/NI- .~ ............ ~:: ............ MAJOR BRAND :::::::::::::::::::::::: M .~,~ L F IO0 ,;M, sB E CAMELI |VICL'ROYJ IIAREYIONI MERIT NOW [SALEM BF. LAIR ............. • ......... v CO ~ICERhED • N~ ~ BRAND MORE I J IAI.K ABOUI lllti Ir;ll .,,~.~,r,l I ,,\1 IoN }tli.,l i:ll ;.~O~IJS SIROHG, t1I(;11 1-,P~r! /.',AI lI~ I. iC, CX 29-N ~__~ II E CC,K-i l!~UOLIS [!A-II~RI! OF lll[!SE RM031146 "IAI.K Ai-:OUT C/l!:,[[. ;:O,,'ittG,. I~l'~<lOlt,.., "--~I'~[ ~ YOUIR I'ASIE GROWS LIP' V/'I:I[A[;E -- NOT AS CI_EAR ~S ~ I R]I~ ~,[:;,ltlr~l S~ " - 1:t tit ' ; . ,,r) l AS ~,,RP AS ,,, AIID I.~IJAL (H/tlM) GO WIItl ;~t,1.

I~@.] VA ]].ON..FOR... S I{LT_C. UI SMOKERS ARE tlIGItl_Y INFI_LIF.NCED BY OTtlERS to sWIlCIt I}RANDS AND IN BRAI1D CI~OICI-] SI-:LECIION, - FRI Eitl)S - CO-WORKfJRS - FAt41 LY Tills SOCIAL 1NF[ti[.NCE CtlAHGES OVER TIME D[_PEIIDIItG UPOI1 YOLIR SIAG[ IN TIlE LIFE CYCI_E, - TEENAGER - YOUHG SII,IGLE - YOLII"~G FAMI LY - NATURE FAt'III_Y - EHPFY NESIS A SHOKI:R'S ]:,Rf,.i~I) CliOICE 1S AI.SO IIIGttI.Y l[~rl U!.IIC[!D BY Ills PR[:VIOUS l,R/,,blI) LXf'I-.RIII,~CE, CX 29-0 RM031147

[IEAkJJ,G. OE..[ RAIID__I,AI1E/SE [1E,. T5_ A BRAND'S IMAGE IS BASED ON ITS RELEVA[~CE "[0 A SMOKER'S I.IFE STAGE~ [!XP[:RIENCE WITH rilE BRAND., AND IIS ADV[:RIISII'IG, SNOKERS I)EF]NI]ELY IIAVE A BRANI) FAI:II.LZ IMAGE WttlCIt APPLIES TO ALL S]YI. ES, TIlE IMAGE IS rRAL~SFFRRED TO SPIN-OFFS IN RELA]-.IVE ] ERMS, .~ - TIlE IOTAI. ERAflD I-AHILY IHAGE IS t.',ORE It, IPORIANT FIiAH IHI)iV!!:IIAL~ ~ DINENSIONS OF llS IMAGE, [- ~ SMOKERS IDEHIIFY GROUPS OF BP, AIID FAMILIES BASED OH IOI-AL BRAND IHAGE, CX 29-P RM031148

V:..,, ~ , CAL ,qX S : >IOR;ZO::TAL /~X;S: , :;TE. RS E.C ~, .~RA>,D FAY, fLY SEG>I.~.NTS '.--- STAG= S~OKER ~.~r~ ~.S SUCCESSFUL ~RAND POSITIONING LL£9 OARLTON VANTAGE ,"iER IT KENT VICEROY ~'~ N STON ~'IARLBORO F-COLLEGE ~W~i:TE COLLAR -" i ;i I CO-',::OR KERS i • ~t~ June e, ~. : ~ :' F~ATURE YOUNG ~ ~ YO~:;G ~ , D9 ; NA,','T bOC I AL i NFLUENCE EYPTY i "'~T ~T ~,C~

SEG,]LI,]A] CONDUCT QUALITATIVE RESEARCH TO FURTIIER REFINE OUR UNDERSTANDING OF 1lie KEY EI.EMFN~S OF 1HIS COI4CEPIUAL FRAMEWORK ~ .1"," DEIERMINE EXISI[!NCE OF LIFE STAGES/PATIIS AND IIIEIR EFFECT ON CIGARETIE SWITCHIhIG/ BRAI'~D CIIOICE, 2", DE.I[RHINE IIIE NAIURE AND SIGI~IFICANCE OF SOCIAL PRI. SSURE ON CIGAREIIE CliOICE, 3' IMI'RO\'E UI~i)I:RSIAHDING OF SLGI.I[:N'IATION OF I'.IFNIIIOLS AND L.OW TARS, -- DUAl_ STYI.[S VERSUS SOLOS -- SPIN-OFFS VERSUS GENERICS 1t, ASSESS ttow BEST I0 t.IEASURE TtI[SE SEGMENIS~ I<XIS1Ei,,tCE.~ AIIIIILII1ES.~ [:lC, MEI IIC)D, I H A QUAI',II I TAI I VE CX 29-R RM031150