Lorillard
Marketing Research Project Approval Blindfold Tast Test
Fields
- Author
- Giordano, J.
- Kayiatos, M.A.
- Alias
- 01842316
- MRD55431177
- Type
- MREP, MARKET RESEARCH PROPOSAL
- BUDG, BUDGET/BUDGET REVIEW
- Area
- MARKETING/BASEMENT GMP
- Site
- G42
- Master ID
- 01842227/2480
- 01842233 5542 True
- 01842241 5552 Kgl
- 01842257 Marketing Research Project Approval Kent Micr. II 13 Mg. Focus Groups
- 01842261 Marketing Research Project Approval Kent 13 Mg. Tracking Study
- 01842262 Marketing Research Project Approval Kent 13 Mg. Group Sessions
- 01842264 Marketing Research Project Approval Kent Micr. II Recall Test
- 01842266 Marketing Research Approval Kent U Concept / Product Test
- 01842267 Marketing Research Project Approval Kent U Name Test
- 01842268 Marketing Research Project Approval Rent Billboard
- 01842279 Marketing Research Project Approval Taste Test Comparisons Vs. Now / Carlton
- 01842280 Marketing Research Project Approval 85 Mm. Aau Study Wave I
- 01842281 Marketing Research Project Approval Taste Test Vs. Parliment Ultra Light
- 01842282 Marketing Research Project Approval 85 Mm National Aau Study - Wave II
- 01842283 Marketing Research Project Approval Taste Test Vs. Merit & Vantage
- 01842284 Marketing Research Project Approval Taste Test Vs. Decade
- 01842285-2286 "3rd Revision" Marketing Research Project Approval 3 Wave Product Test Panel
- 01842287 Marketing Research Project Approval Exploratory Communications Research for True Advt
- 01842301 Marketing Research Project Approval Newport Lights Aau Waves I & II
- 01842303 Newport Research
- 01842309 Marketing Research Project Approval Newport Lights Portfolio Study
- 01842310 Marketing Research Project Approval Experimental Newport Billboard Research
- 01842311 Marketing Research Project Approval Newport Backup Campaign 5543/877
- 01842313-2314 Marketing Research Project Approval Newport Billboard Phase I
- 01842333 O. G. Filter Promotion Test Marketing Research Project Approval O. G. Filter Promotion Test
- 01842334 Old Gold Lights Recall Test Marketing Research Project Approval
- 01842335 Old Gold Lights Newspaper Recall (with Kgl 100 Tag-on) Marketing Research Project Approval Old Gold Lights Newspaper Recall (with Kgl 100 Tag-on)
- 01842336 in-Home Product Test Marketing Research Project Approval 'revised Approval Form' in-Home Product Test
- 01842340-2341 'disaster Check' Taste Test Marketing Research Project Approval Old Gold Lights 'disaster Check' Taste Test
- 01842344 Old Gold Filter Recall Test Marketing Research Approval
- 01842345-2346 O.G.F. Vitality Test - Wave I Marketing Research Project Approval
- 01842373 Marketing Research Project Approval 30 Pack Product / Concept Study
- 01842376 Spring Lights
- 01842377 Marketing Research Project Approval 30 Pack Name Sort
- 01842379 Marketing Research Project Approval 30 Pack Creative Focus Group
- 01842380 Marketing Research Project Approval 30 Pack Name Check
- 01842381 Marketing Research Project Approval 30 Pack Creative Focus Group - Phase II
- 01842383 Spring Lights Blind Product Test
- 01842384 Marketing Research Project Request Low T&N Menthol
- 01842385 Marketing Research Project Approval Real Persuasion Test
- 01842387-2388 Marketing Research Project Approval Enriched Flavor I Product Test
- 01842422 Marketing Research Project Approval Smoking Behavior Habits
- 01842427 Marketing Research Project Approval Old Gold Lights Newspaper Recall (with Kgl 100 Tag-on)
- 01842451 Marketing Research Project Approval Kgl 100's Product Test
- 01842452-2453 Marketing Research Project Approval Taste Test Plus T & N Perception Tag-on
- 01842454 Marketing Research Project Approval Taste Test Vs. Parliament Ultra Lights
- 01842455 Marketing Research Project Approval Kgl Nat'l Aau Wave III
Related Documents:
Document Images
Date _ July 27, 1977
b1ARICT.TING RF.SPARCII PRnJT:CT APPROVAL
(To be filled out by Gtlrk(:tin;; Research I)ehartmcnt)
~ PROJECT
~itonuCT Newport TIT11: Bl i iidfol d Taste Test ,Jon # 5543/1177
.teaeurch Acsi6n (N, Cells, I:1cEibiliLy, I)csiCn, Key Banner Breaks, AlcthodoloEy, Cities)
A total of 600 menthol filter smokers of 10 or more.cigarettes per day will be screened
via shopping center intercept in Cleveland, Pittsburgh and Kansas City.
They will be asked to smoke and compare one of the following three alternatives:
1) Newport Lights vs. Salem Lights
2) Newport Lights vs. Kool Super Lights
3) Newport Lights vs. Kool Milds
All qualified respondents wi.ll be between the ages of 21 & 55. he sample will be com-
{,rised of 'z males/'Z females and, additionally, '2 will be 21 to 35~ 36 to 55 years old.
Each of the 600 respondents will be blindfolded and then yiven two cigarettes to smoke
(e.q. Newport Lights and Salem Lights). To avoid any position bias, Newport Lights will be
rotated between first and second places. Based on the actual market segment proportions,
it is estimated that we should obtain randomly approximately 200 Kool smokers, 200 Salem
smokers and 200 of all other menthol smokers. One third of each of these groups will try
one of the alternatives. This will enable us to determine how Newport Lights fares among
total menthol smokers and among smokers of Kool or Salem. *(Burke Mkts & good menthol,BDI
areas ) .
{cy Criteria For Analysis
~ The objective is to determine whether Newport Lights has higher levels of taste percep-
~ tion than its competitors---Salem Lights, Kool Super Lights & Kool Milds. This research
will serve as a pilot study to ascertain whether a superior taste advertising claim can be
a feasible creative strategy stance for the brand.
Research Limitations
The results of this test are limited and cannot be projected to a nationwide advertis-
ing claim-.
I
-ost Estimate
$14,200
Research Firm
Burke Marketing Research
'
f - 10°
o Contingency yes no ~J
~inA1 Report Inc. yes L~ no L] Incidencc 12%
'rcpared by: Mary Anne Kayiatos Length Int. 5 minutes
.pproved by: # Open Ends None ~
/
# Banners None
'rodu.: t1~~ i:cr
Topline 2 wks after field completion
Final
3 wks after field completion
-+~
c~
;roup Product iMan;i;;or
01842316
