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PHILIP MORRIS U.S.A. INTER-OFFICE CORRESPONDENCE 120 PARK AVENUE, NEW YORK, N.Y 10017 DistY'ibtit].on October 11 1989 TO: , DATE: Jerry Isaacs FROM: HI'I Test of Marlboro ILights 1001tmi Non-Menthol SUBJECT: versus Benson & Hedges Lights 100man Non-Menthol (Project # 1286 8541) OVERVIEW Among the Marlboro Lights 100m PMF smokers, no significant differences were i..ndicated on preference between the Marlboro Lights 100nun cigarettes (52%), and Benson & Hedges Lights 100nm1 (48%). Qualitatively, Marlboro was perceived to have a"milder taste" and to be "less harsh". A large percentage of the Marlboro Lights smokers preferred their own brand because it was milder. Among the Benson & Hedges Lights 100imn NMF smokers, no significant differences were indi.cated on preference between the Marlboro Lights 1001nn cigarettes (50%) and Benson & Hedges Lights 1001mTt (50%). Qualitatively, Benson & Hedges was perceived to be "more satisfying" and to "have an easier draw". Marlboro was perceived to have a "milder taste" and to be "less harsh". The cross section of other flavor 1ow 100imn NMF smokers significantly preferred (at 90% confidence level) the Benson & Hedges Lights cigarettes (56%) to Marlboro Lights 10oYrnn (44%). Qualitatively, B&H was perceived to be "more satisfying". Marlboro Lights was perceived to be "less hazsh". Distribution• T. Beane D. Beran D. Dangoor S. Fu11er E. Gee (Richmond) E. Herald K. Houghton (Richmond) C. Levy E. Narlo J. Myracle (Richmond) B. Schuyler M. Serrano M. Verscaj J. Whitman

HTI Test of Marlboro Licghts 100irm Non-Menthol versus Benson & Hedges Lights 100nnn Non-Menthol (Project # 1286/8541) BAC~~TND Zhe objective of this test was to det.ernvne consumer acceptability of Production Marlboro Lights 100unn Non-meithol relative to Production Benson & Hedges Lights 100mm Non-Menthol. Analytically, the two cigarettes differed as shown on the attached analytical sheet (Appendix A). This test was conducted via mail placement/telephone interview among smokers of Marlboro Lights 100unNMF, Benson & Hedges Lights 1001mn NMF and a cross section of other flavor low 100mm non-menthol smokers. All products were tested "blind" in plain white coded packages. A scalar sequential monadic ballot was used for this test (Appendix B). All results were balanced for order of trial. The scales used in this test were revised to match those currently in use by POL. FINDIl1CaS Marlboro Licthts 100irm NMF Smokers 1. Among the Marlboro Lights 100irm NMF smokers, no significant differences were indicated on preference between Marlboro Lights 100mm NMF (52%) and Benson & Hedges Lights 100imn NMF (48%). Within the demographic subgroups none of the differences was significant. The average overall ratings (liking scale) assigned by these smokers on a111n (dislike extremely) to 11711 (like extremely) scale were 4.58 for Marlboro Lights, and 4.45 for Benson & Hedges Lights. (Tables 1 & 2) 2. A review of the remaining qualitative information (Average Ratings - Table 3; Reasons for Preference - Table 4; Dislikes - Table 5 and Likes - Table 6) indicates that these Marlboro Lights smokers perceived their own brand to have a milder taste and to be less harsh. A large percent of the Marlboro Lights smokers preferred their own brand because they were milder/not strong. Benson & Hedqes Lights 100ttmi NMF Smokers 3. Among the Benson & Hedges Lights 100nunNMF smokers, no significant differences were indicated on preference between Marlboro Lights 100irm NMF (50%) and Benson & Hedges Lights 100irm NMF (50%). Within the demographic subgroups, male smokers tended to favor Marlboro Lights (small base). Zhe average overall ratings (liking scale) assigned by these smokers on a."111 (dislike extremely) to 11711 (like extremely) scale were 4.59 for Benson & Hedges Lights and 4.44 for Marlboro Lights.

4. A review of the remaining qualitative information (Average Ratings - Table 3,• Reasons for Preference - Table 4; Dislikes - Table 5 and Likes - Table 6) indicates that these B&H Lights smokers perceived their own brand to be more satisfying and to have an easier draw. Marlboro Ligdts 100mn was perceived to have a milder taste and to be less harsh. Cross Section Other Flavor Low 100mm NMF Smokers 5. 'Ihe cross section of other flavor low 100mm NMF smokers significantly preferred (at the 90%) the Benson & Hedges Lights (56%) to Marlboro Lights (44%). Within the demographic subgroups older smokers (35+) significantly preferred (90% level) B&H Lights. The average overall ratings (liking scale) assigned by these smokers on a 11111 (dislike extremly) to 11711 (like extremely) scale were 4.53 for Benson & Hedges Lights and 4.30 for Marlboro Lights. These differences are not significant. 6. A review of the remaining qualitative information (Average Ratings - Table 3; Reasons for Preference - Table 4; Dislikes - Table 5 and Likes - Table 6) indicates that these smokers perceived Benson & Hedges to be more satisfying. Marlboro Lights was perceived to be less harsh.

OVERALL PREF" RIIdCE Marlbo_ro Lights 100's NMF Smokers T,i lri ng Scale 1 = Dislike Extreme]y 7 = Like Extremely Base: Those who made the test (195) ~ Prefer Marlboro Lights 100's 46 (52) 4.58 Prefer Benson & Hedges Lights 100's 42 (48) 4.45 No Preference 12 Benson & Hedcres Lights 100's NMF Smokers T,i ki rg Scale 1 = Dislike Mtremely 7 = Like Extremely Base: Those who made the test (150) 0 Prefer Marlboro Lights 100's 42 (50) 4.44 Prefer BerLson & Hedges Lights 100's 41 (50) 4.59 No Preference 17 Cross Section Lights 100's NMF Smokers T,i ki ng Scale 1 = Dislike Extremely 7 = Like Extremely Base: Those who made the test (232) ~ Prefer Marlboro Lights 100's 38 (44) 4.30 Prefer Benson & Hedges Lights 100's 49 (56)** 4.53 No Preference 13 **Significant at the 90% level.

OVERALL PREFERENCE BY SUBGROUPS Marlboro Lights 100's NMF Smokers Sex Total Male Female Base: Those in each group (195) 1( 53) (142) Prefer Marlboro Lights 100's 52 Prefer Benson & Hedges Lights 100's 48 53 52 47 48 Age Under 35 & 35 Over ( 66) (129) 51 53 49 47 Males Females Under 35 & Under 35 & 35 Over 35 Over ( 21) ( 32) 1( 45) ( 97) 45 55 45 55 55 45 Benson & Hed eg s Lights 100's NMF Smokers Total Base: Those in each group (150) Sex Male Female ( 39) (111) Age Males Females Under 35 & Under 35 & Under 35 & 35 Over 35 Over 35 Over ( 33) (117) 1 ( 8) ( 31) 1( 25) ( 86) $ Prefer Marlboro Lights 100's 50 Prefer Benson & Hedges Lights 100's 50 64** 46 36 54 51 51 49 49 63 37 44 46 56 54 Cross Section Lights 100's NMF Smokers Sex Total Male Female Base: Those in each group (232) 1( 72) (160) & Prefer Marlboro Lights 100's 44 Prefer Benson & Hedges Lights 100's 56** ** Significant at the 90% level. 41 46 59 54 Age Under 35 & 35 Over ( 36) (196) 49 44 51 56** Males Under 35 & 35 Over (10) ( 62) 41 59 Table 2 Females Under 35 & 35 Over ( 26) (134) 1.4

AVE RAGE R (1) ATINGS OF CIGARETTES S moke_rs Of: Marlboro Li ng ts Be nson & Hedges Lights Cross Section _ Benson Benson Benson Marlboro & Hedges Marlbo ro & Hedges Marlboro & Hedges Base: ------ (195)------- I ------ (150)------- ------- (232)------ Has a mild taste (Does not have a mild taste) 5.14* 4.36 5.17* 4.62 5.09 4.90 Is not harsh (Is harsh) 5.08* 4.34 5.33* 4.59 5.05* 4.61 Has a good taste (Does not have a good taste) 4.71 4.63 4.50 4.68 4.58 4.62 Is satisfying (Is not satisfying) 4.71 4.64 4.17 4.61** 4.41 4.73** Is cool smoking (Is not cool smoking) 4.30 4.22 4.39 4.50 4.44 4.46 Does not burn too fast (Burns too fast) 4.48 4.48 4.38 4.68 4.75 4.64 Has an easy draw (Does not have an easy draw) 5.09 5.17 4.90 5.26** 5.28 5.16 Does not have a dry taste in the mouth (Does have a dry taste in the mouth) 4.08 4.04 4.17 4.47 4.29 4.32 Leaves a good aftertaste in my mouth (Does not leave a good aftertaste in my mouth) .96 3.98 .05 .12 .99 .06 (1) Based on a 7 point scale. (The low point (1) appears in parentheses) Mean corrected by order of trial. * Significant at the 95% level. ** Significant at the 90% level. Table 3

REASONS FOR PREFE_R.ENCE_ Smokers Of: Marlboro Benson & Hedges Cross Section Lights 100's Lights 100's Lights 100's Benson & Benson & Benson & Marlboro Hedges Marlboro Hedges Marlboro Hedges LiZhts Lights Lights Lights Lights Lights Base: Those preferring: ( 89) ( 82) ( 63) ( 62) ( 87) (114) # # # # # # Strength 57 37 40 35 45 56 Mild /not strong 37 15 23 17 25 26 Not harsh 11 12 5 9 6 11 Light 5 3 1 3 4 2 Mild/not harsh 4 3 9 2 5 6 Taste/Flavor 49 49 8z 30 43 56 No (bad) aftertaste 15 17 7 8 10 15 Good taste (flavor) 10 11 11 8 11 15 Mild flavor, not harsh 10 5 5 1 7 7 Satisfying taste/flavor 5 3 - 2 2 3 Strong flavor 5 7 2 10 10 8 Ease in Smokins 13 9 9 6 37 8 Easy draw/easy to smoke 13 8 8 6 14 7 Effect On Mouth. Throat 7 13 6 3 10 8 Eliminated cough; caused less cough 4 3 1 1 1 1 Not irritating; didn't burn mouth/throat 1 6 3 2 3 4 Mouth (throat) didn't feel dry 1 3 5 1 Burning Qualities 6 3 4 7 13 6 Slower burning 4 3 4 6 10 5 Coolness 2 3 1 4 Physical Characteristics 1 2 1 4 Miscellaneous 13 18 19 14 20 28 Satisfying 6 10 12 10 11 23 Similar to my regular brand 4 2 6 3 6 2 Table 4

DISLIKES ABOUT EACH CIGARETTE Smokers Of: Marlboro Benson & Hedges Cross Sec Lights 100's Lights 100's Lights 10 tion 0's Benson & Benson & Ben Marlboro Hedges Marlboro Hedges Marlboro Hed Li_ghts Lights Lijzhts Li hts Li. hts Lig son & ges hts ----- ----- ----- ---- (150)----- ----- (232)----- ----- (195)----- # # # # # # Taste/Flavor 60 64 41 38 67 56 Left bad (bitter, strong) aftertaste 27 37 17 23 22 20 Poor flavor; disliked taste; no true tobacco taste 13 6 5 1 11 7 Flavor too mild 9 12 10 7 21 14 Flavor too strong 7 8 3 4 7 3 Strength 44 53 43 42 60 64 Harsh 24 24 13 18 13 20 Too mild, not strong enough 11 4 13 7 22 21 Too strong, not mild enough 11 28 12 14 20 20 Burning Qualities 22 22 21 23 18 20 Burned too fast 17 16 18 18 15 18 Effect On Mouth. Throat. Etc. 15 18 14 20 28 22 Irritated/burned mouth throat 6 8 10 10 14 10 Left mouth (throat) dry 5 8 2 2 9 3 Caused headache 4 - 1 2 2 4 Difficulty In Smoking 15 15 7 11 12 14 Not easy drawing 14 14 7 10 11 12 Physical Characteristics 13 7 10 12 13 15 Not firmly packed; too loosely packed; loose tobacco 6 2 - 2 1 2 Dislike extra wrapper, long wrapper 5 3 6 5 8 8 Filter 4 6 8 8 19 18 Dislike color (texture) of filt ti 1 1 2 6 8 er p Dislike long filter 1 3 3 5 6 Coolness 1 5 1 4 5 Miscellaneous 17 16 8 12 27 18 Not satisfying 5 8 4 6 15 9 Poor aroma 5 6 2 2 6 3 Not satisfying, had to smoke more than usual 5 1 3 3 4 5 ~ ~ ~ Table 5

LIKES ABOUT EACH CIGARETTE Smokers Of: Marlboro Benson & Hedges Cross Section Lights 100's Lights 100's Lights 100's Benson & Benson & Benson & Marlboro Hedges Marlboro Hedges Marlboro Hedges Lights Liets Lights Lights Li hts Li,ghts Base: ----- ----- (232)----- ----- (195)----- ---- (150)----- # # # # # # Stren t Z-9 61 49 51 78 86 Mild/not strong 42 36 27 30 49 45 Light 15 6 8 7 6 6 Mild, not harsh 12 8 2 2 7 5 Not harsh 11 8 14 10 12 22 Taste/Flavor 65 69 64 62 72 83 Mild flavor, not harsh 21 17 13 17 20 18 Good taste (flavor) 18 27 21 17 23 24 No (bad) aftertaste 15 13 12 14 15 20 Taste similar to my regular brand 11 6 6 4 8 3 Ease In Smoking 23 35 19 20 27 33 Easy draw/easy to smoke 21 34 17 17 25 30 Burning Qualities 17 19 13 16 39 28 Slower burning 14 19 9 13 33 24 Effect On Mouth. Throat, Etc. 12 6 4 9 9 8 Not irritating/ didn't burn mouth, nose, throat 5 4 2 5 4 6 Mouth (throat) didn't feel dry 5 1 2 1 2 1 Physical Characteristics 10 10 7 3 10 15 Like length of cigarette (size) 5 5 4 3 3 4 Well packed; firmly (not loosely) packed; no loose tobacco 3 3 4 5 Filter 1 5 7 8 Coolness 1 2 1 3 9 Miscellaneous 38 38 21 31 36 47 Satisfying 23 24 12 17 23 33 Similar to my regular brand 11 8 4 9 6 5 Good aroma 3 2 2 2 1 3 0 0 ~ ~ Table 6 10 tn

Appendix A HTI 1286/8541 Marlboro Licthts 100 B & H Liahts 100 IBM Code HTI # Date of Production Place of Production SMOKE M9AI 1286 6/89 Stockton St. M9AJ 8541 6/89 Manufacturing Center Butt Length, mm 39 39 FTC Tar, mg/cigt. 10.9 11.1 Nicotine, mg/cigt. 0.78 0.76 Puffs/cigt.• 9.9 10.0 CIGARETTE Total RTD, mm of H20 119 121 Static Burn. Time, min. 8.4 8.9 Length, mm 99.4 99.1 Circumference, mm 25.0 24.9 P_APER Permeability, ml/cmZ.min. 44 32 FI_L_TER RTD, mm of H 0 111 108 Length, mm 2 31.5 30.9 Weight, g 0.19 0.19 Tipping Paper Length, mm 36 36 Color White White Ventilation, % 31 32 FILLER Total alkaloids, % (DWB) 2.02 2.06 Total red. sugars, % (DWB) 7.6 8.1 Wt. of tob., g(12.5$ O.V.) 0.813 0.812 Rod Density, g/cc 0.241 0.241