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Product Research Report ~." .~Mr. T. b. Ogburn, Jr. "FROM: .John M. Wallace ? "~.: S}IARE OF SMOKERS BY AGE GROUP ~i~emo is the annual update of trends in share of smokers ~:~e. Information is d:awn from the April NEe panels. The ~:~s included are: I) WINSTON - Marlboro comparisons, 2) '~E~:- Keel comparisons, 3) corporate share of smoker compar- ~son~ and 4) smoker share among the top ten brands. ~i~oro's traditional source of ~trer, dth - younger smokers, £'~~ still sizable, is eroding at a ~apid rate. Between April, 1974, and April, 1975, Marlboro King showed a five " ~,.,..~ ...... share,point,.los.s,in~the,~14~l.Z.yea~,~o~ag~,.gro~p, and.since ......... • i~3, Marlboro King's share of market has declined by eight ~@! points in this segment. Marlboro King has shown little ~i[~ gain in the total 18-24 category• Some growth did occur ~ii~9 25-34 group - possibly indicating @n aging of the M~[.~ro franchise. WINSTON King did not capitalize on M~oro's decline, but exhibited some softness itself - e.specially in the younger age groups (14-17 and 21-24). }~i,~gr Marlboro or WINSTON are exhibitingmu~h change in th~ ! groups. ~King shows encouraging growth by' posting a'four point ~n ~n the 14-17. market. There were no changes in the older .~.~@~s. This growth for SALEM occurred, at a time when Keel ~i:~:~eclined substantially in the 14-17 market and the 18-24 ~i~ii£. Thus, while SALEM is beginning to show strength in the ~r ,,arkets, Keel is showing major signs of weakness in the ~i~arkets. . ~@ corporate standpoint, RJR and Philip Morris exhibited q:~.~%l growth in most aqe groups. (Philip Morris did have a ~e In the 14-]7 group, while RJR showed a gain.) The showed no change or declines in ~.~.,..~: four co~hpanies either t |i':~*:~S e groups. • il .......... i~i~:~ .... JMWlgsf 'attachments J. O. l~aln,er MS. Ell~:n ,~lonahan CX 54 - A RH0002206

12 16 17 12 10 12 14 17 11 NA 10 6 4 NA I$ 8 4 30 19 10 4 3 30 21 11 S 3 28 " 23 11 S .~ 3 • 29 23 13 S 4 1 ~ 2 1 2 2 2 1 3 2 2 1 1 3 3 2 1 NA NA NA NA 3~ 20 12 5 in 66 end ~.r~9 when younger smoker data RH0002207 CX 54-B

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