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I 1968 '• 1.4 MAXWELL REPORT (Continued from puge 24)... .... by brand and eorapaniJ 1968 1969 % Change (a) billions of Units J. REYNOLDS / rwsarr (sofl peck) -_ Y i--- 66.40 iwstow (hard box) 4.41 winsten loos _ --- -.----------- 12.S0 winsten MentAel 100s 2.72 -apSakew --__-- • ---~ ~---- 37.90 Salew 100s -- -----°----__~ 6.62 Casnel -_-_-------------°-- 3.35 -)~D.rall -- --------------- - p.ra) Marlls.l' --------------- - ..-FT.wpe - ------------------- 'b Total FUter ------ -__---132.30 aeoCawrel _________-_-------- 37.20 Total Demestic ------ -_ __-169.50 : % Fibers --__.__-------- 78.1% % Market 32.1 % A " AMERICAN TOBACCOr r~ < ; 3 .*Tareren ------- 16.55. iareYten 100s _ __------------ 4.35 hq Rla! 100s --------------- 9.00 Pafl Ab9 Menthol 100s -------- 2.00 Sihra Thins 100s= ------------- 2.00 ~ Silva Thins Menthol 100sx ----- .45 ->Carho. ------------------- 98 L.cky Stn'k. (85s) -------------- 1.30 • Lrrcky Strihe Menthol (8Ss) ----- .15 L.clry StrBce 100s ------------- .49 Lucky StreTce lAenfhol 1001 .16 Mentcbir _..---------------- 'b0 - Half i Half ------------------ .65 '. ~:.. ; hr9 Durbars -------_-------- .30 C.lonT• -------------------- -04 Total lRher ---- ~s~ -- 49.02 r.pan lr+an ra+ng) - -- s-i---- 56•CO Locky Ssrure (regular) -_ ____-- 20.00 ianpt.w (kino --------------- 1.00 i.q/ D.mestic _____ -__-_-116.02 % FRters ----------------- % MarkN --------------- 33b% 21.9% BROWN & W{LyUAMSON ~Koel .____-___~!_i-________-- 28.47 Kool 100s' . ~ _ 1.53 yVkerey - - . ----~_L-------- 19.10 Viceroy 100s= __ -------- .91 Raleipb• .------------ 14.72 Raleigh 100s•1 --------------- - Rebir• - __-_________________ - 8.90 8ebir 100s•t ---------------- .03 drr Maurier ------------------ .09 Capri Menthol 1r ___________ .05 -:Pm ~ =---- -------- .06 1'rrwgs -------------------- .07 Dw.r Longs - . ------- -------- .01 Total Filter -------------- 73.94 Raleigk (king)• --------------- 3.30 Ke.l (regubr) ---------------- 2.34 TNaI Dewrtstic ----------- 79.58 % Fihers ------- -------- 92.9% % Market --- ------------ 15.1 % PHILIP MORRIS (Isard box) --:~--- 19.70 rRser. (seft eack) -_ 15.20 lYlarloer. 100s (hard b.a) __._ . .73 Marlber. 100s (soft lsacL) ------ 2.90 8bdber. Green .74 ..ws.. i /kdyes 100s -------- 9.00 65.40 - 1.5 2.09 - 13.3 12.25 - 2.0 2.27 - 16.5 36.50 - 3.7 7.49 + 13.1 3.63 + 8.4 2.20 1.25 .46 133.51 + 0.9 32.69 - 12.1 166.23 - 1.9 80.3% 32.0% 16.00 - 3.3 4.65 + 6.9 9.65 -}- 7.2 2.04 + 2.0 3.14 + 57.0 1.53 1.20 .99 - .20 '33 .40 .17 - IDSO + 3.8 50.00 - 10.7 18.02 - 9.9 .95 109.47 - 5b 37.0% 21.0% 29.79 + 4.6 3.94 +157.5 17.28 - 9.5 2.01 13.84 - 6.0 .82 8.25 - 7.3 .69 .08 .02 .02 - 76.74 + 3.8 2.77 - 16.1 2.06 -12.0 81.57 + 2.5 94.1 % ~ 15.7% 21.81 + 10.7 17.97 + 18.2• J1 3.12 + 7b .56 872 - 3.1 Benson & Hedges Menthol 100s - 3.86 Benson & Hedges Premium -_-__ .43 Parliament (soft pack) --------- 4.90 Parliament (hard box) --------- 3.90 Pat(iamtnt 1o0s= ------------- .05 Virginia Slims 100s __ _______ .bS Virginia Slims Menthol 100s= -__ .35 -7 Philip Morris Y.1--.---- 2.50 Philip Morris Menthol --------- .43 Alpine• -----------------'-- 2.62 Galaxy -------------------- .25 Total Filter -._ _________-- 68.21 Philip Morris (king) __-___----_ 2.80 Philip Morris (regular) --------- 1.00 Total Domestic ----------- 72.01 % Filters ---------------- 94.7% % Market --------------- 13.6% Kent 1008 ------------------- 3.80 -•aTrue ------------------------ 6.10 Menthol ----------------- 3.02 ld Gold• _ _____________ 4.90 rueGEewport (soft pack) ---------- 5.34 Newport (hard box) ---------- .97 Newport 100s ---------------- 22 Spring 100s• ---------------- 1.06 Total Filter -------------- 52.18 Old Gold (king)• ------------- .65 Old Gold (regular)• ___________ .30 Total Domestic ----------- 53.13 Q % Fibers ---------------- 98.2% % Market -------------- 10.1% , LIGGETT & MYERS 0, W^tM (soh pack) ------ Ia_____ 14.25 L&M (hard box) ______________ .63 L&M (70s) ------------------- .20 L&M 100s ------------------- 1.98 41 LLARD t (sofi pack) 24.93 Ksnt(hard box) -------------- 1.24 Menthol 100s ------------ 1.00 k----- ------- fC ~--- ----- 7.80 hesterfield 101s•• ----------- .85 Chesterfield•• _______________ .4S Chesterfield Menthol•• -------- .10 Total Filter -------------- 27.26 Chesterfield (king)•• ---------- 7.10 Chesterfield (regular)'• ------- 3.30 Total Domestic ----------- 37.66 % Filters ---------------- 72.4% % Market --------------- 7.1% ALL OTHERS .80 % Filters ---------------- 50.0% % Market _________ 0.1% Total _-- ------------------- 528.70 Change in inventory ---------- -5.70 GRAND TOTAL --------------- 513.00(b) 1969 % Change (a) pillion: of Units 3.92 + 1.5 .37 4.70 - 4.1 3.60 - 7.7 2.83 1.77 2.14 - 14.4 .34 2.44 - 6.9 .18 75.18 + 10.2 2.49 - 11.1 J9 - 78.46 + 9.0 . 93 8% ! 23.39 - 6.2 .97 - 3.74 - 1b 5.07 - 16.9 2.66 - 11.9 5.07 + 3.5 3.63 - 32A .62 - .90 - .9S - 46.90 - 10.1 .55 ~ .24 - 47.69 - 10.2 98.3% 9.2% 13.10 - 8.1 .57 - .19 - 2.14 + 8.0 .96 - 7.60 - 2.6 .58 - .46 - .08 - 25.68 - 5.8 7.22 + 1.7 2.79 - 15.5 35.69 - 5.2 72.0% 6.9% .80 50.0% 0.1% 519.91 - 1.7 -4.91' b1S.00(c) - 1.0 ' In national distribution In 1969 = In national distribution in 1969 (a) Percentage change not computed for brands selling under I billion units. (b) Total is estimate of U.S.D.A. (c) Author's estimate. * Couponed ciparettes. 00378364 •• Couponing began in test markets in 1968 and will be natlonal by early 1970. 0 Je1n C. Maxwdl, Jr.. OppN"holmer & C.. Co a+ page 28 ~+..y.. Q r t . w 0