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UaLc _June 1, 1977 hV1ltKI:TING Ia;S1'.AItC13 PROJI:CT APPItOVAI. (To be filled out; by bfar{:t~tinf; Research Department) sEVISED (REVISION t1F 5/10/77) REVISED PROJ1•.cz'Taste Test P1 us T R N J~B ~ 5552/277-__ KG 100' TITI h llJCT s • L Perc~tion Ta4-On Research Design (N, Cclls, E1eKibility, Design, Key Banner Breaks, Methodology, Cities) In an effort to evaluate the taste perception of our new KGL 100's, we are scheduling taste ~;`'tests in Denver, Colorado starting the w/o 5/1F/77.* More specifically, we will be speaking to smokers 21 years of age, who smoke at least ; pack of their brand per day. In the actual taste test, all participants will be 100mm. regular brand smokers (2/3 will smoke a non-menthol 100 product and the remaining 1/3 will smoke a 100mm. menthol brand). In total, 300 respondents will take part in the taste testing. Those who regularly smoke a non-menthol 100 will be given KGL 100's and either Lucky 100's or L A M Lights 100's. In the "menthol cell", KGL Menthol 100's will be tested against Iceberg 100's. All of the 300 participants will be blindfolded during the taste test and will not be aware of the cigarettes they are smoking. Furthermore, in'an effort to avoid any position bias, the KGL product will be offered as the lst cigarette tested or as the second, on a rotation basis. Quotas have ..been setup to allow for approximately equal male/female representation in both the menthol and non-menthol taste tests. In addition to the taste test portion of the program, these same 300 respondents (plus an additional 300 85mm. smokers) will he asked a few questions addressed at determininq the tar evel at which Kent Golden Lights (85mm. and 100mm. products) is currently perceived in the - market place. Secondarily, an attempt will be made to gauge to what degree some simplistic (^^n+1rl ^n nev+ nmnnl - Kcy Criteria For Analysis ~ The primary purpose of the consumer taste test research is to learn whether or not KGL 100'! `roreferred for taste to a significant deoree vs. selected competitive brands. (In essence, consumer research is being utilized to reinforce the validity of expert panel testing--- '-'stesting which is being undertaken to support KGL's positioning strategy of "as low as you can go Rescarch Limitations (L ' A sample of this magnitude and design should not be viewed as representative of nationwide erceptions of the cigarette brands being evaluated. Cost Estimate s13,nnn Research Firm Burke Marketing Research Co. + - ld;'o Contingency ycs (R~ no EZj 9% - adul t popul ati on for Final Report Inc. yes r-( no Ej _,,\ I Incidence __100mm. smokers .Atanag r/,QssisLant Product 31anagcr b - 7 minutes * As they become available from_the fi-ld weeks from approved quest.) Final w/o July 4, 1977 (,, wccl.s from approved qucst:)' Product mnnnt*cr *There are many portions of this study, varied in nature and by market, which are ongoi n , : )ver the next few weeks. As top-line scores be(nme available, they will be presented- tq IRD will furnish Brand with a final report docuri,_nt - which will include all of the ta )ercepti on questi ons (85mm -and 1 nomm smnk,ers ) dirri ng the week of 7/4/77, or sooner

ntinued from TASTE TEST PLUS T R N PERCEPTION TAG-ON) r MRD #5552/277 fr communications (i.e. "low tar," "at only 8 or 10mgs. tar" etc.) affect consumer correct identification of KGL's tar level. Furthermore, at the request of Brand, MRD has included a Real Vs. KGL taste test segment to this study. In this portion of the program, 200 85mm. smokers (100 in N.Y. and 100 in Denver) will evaluate in a blind testing environment, our 85mm. product and a new competitive cigarette entry - Real. Key Criteria for Pnalysis and still get good taste and smoking satisfaction.") The major objective of the "tar and nicotine" tag-on is to learn if KGL is correctly perceived (vis-a-vis its ranking against competitive low tar brands) in terms of its tar level. * We are including the Roosevelt Shoppinq Mall as a 2nd test location for this study. Approx- imately ; of the interviewing will he conducted on Long Island --- and the other half in Denver, Colorado.