Tobacco Documents Online

... L I/0LU LNluu:rlrlr tt1::~1711I~ It l'ltfl.lI:r•r Arl'ItOvnl, - ('1'o be f i t• I ed out Ily 61;i1•I:oI. I1t 1; lti`r;v;irrll I)rti nrl.ment) 1dL,IJr III~I'Itf1V/IL 10 111A" I,Itcl.lt:c•r )DuCT OLD GOLD LIGHTS 'j'I't'la: In-Ilnmrr frllduc:t Test dorJ N 5544/377 ~ ( IleSCarch Dcsi6n (N, Cclla, I;1cKihility, 1)c:+iGn, Key 13anncr Breakn, Methodology, Cities) . Based on our current product availability schedule, (F/7/77) a 4-cell In-Home Product Place- ;ent test among 800 filter smokers will be conducted during the June/July, 1977 time period. Mor -pecifically, "qualified" participants will receive via the mail, 5 packs of each of two differer ;,lights" product to smoke and evaluate. Respondents will not be aware of the brands they are te: ng,.however all respondents will he informed that the cigarettes they are testing are "low tar .nd nicotine brands" (tar and nicotine levels will not be disclosed). Our 4-cell research design (with finishing samples of approximately 200/cell) is: Cell 1- O.G.F. (80 or 85's) smokers testinq "(lld Gold Lights" and Marlboro Lights. Cell 2- O.G.F. (80 or 85's) smokers testing "Old Gold Lights" and Winston Lights. Cell 3- PJon-Menthol lo - fi smokers (made tip entirely of Marlboro 80 or 85 people and Winston 80 or 85'people) testing "Old Gold Lights" and Marlboro Lights. Cell 4- Same people specifications.as in cell #3: testing "Old Gold Lights" vs. Winst Lights. In each of cells 3.and 4, a quota of 100 Marlboro and 100 Winston people has been establishe dditionally, all participants will be at least 21 years of age and smoke a minimum of 1/2 pack o igs. per day. Furthermore, the Marlboro & Winston smokers to be eligible, must exhibit an ex- ressed "Oroneness" to brands advertising low tar and nicotine. Finally, it is estimated that 8- irkets (geographically dispersed, if possible) will receive the bulk of the product mailouts. iZcy Criteria For Analysis ~ The major objective of this research program is to gauge (on a blind basis) the overall prod ;,.,.,ptance of our new 12mg. "Old f,old Lights" product vis-a-vis the major competition--Marlboro ~(s & Winston Lights; primarily among current O.G.F. smokers,' and secondarily among "key" lo-f ,fkers who have aproneness to SIIF brands. /ldrfi tionall,y, the purpose of the study is to gain di )stic direction for any prodt. modifications that may be needed before a potential product intro tcscarcll Limitations duction is seriously considered. As with virtually all of the major product test work, potential difficulties in low-incidencl :reening may'prevent us from achieving the desired sample size. :o,t P,stimntc _ 455~,(?(1Q* _ _ r- 10^. Contingcncy yes [X1 no ~J -'inal Report Inc. yes [,=I no [_] Norman J. Kaplan IarkctinK Itesc;li U / Itc::enrcll Finn Central Location Testing Incidence Length Int. 8 minutes N Open I:nds 6 IJ Is;lnlll'1' i 2 Toplinc w/o July 18, 1977 Final w/o Aug. 1, 1977 01842,336 Pessimistic estimate: Assumes, based on previous data, that a large % of furnished Old Gold names will not generate participation and that a large-scale screening will have to be under- taken. " Timinq is predicated or • '7 product availahility from R A (1.