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BENSON & HEDGES MENTHOL SAMPLING PROGRAM siss~s~zoz 1990

BENSON & HEDGES MENTHOL SAMPLING PROGRAM BENSON & HEDGES MENTHOL SAMPLING PROGRAM CONTENTS Instructions for Field Managers 1 Instructions for Samplers 2 I. Purpose: Why We Sample 2 II. The Sampler's Role and Image 3 III. About the Product 3 IV. Sampling Techniques 4 Sampling the Consumer 4 Sampler Training 6 Points to Remember 6 Special Situations 9 V. Restrictions on Sampling 10 Good Luck! 12 Certification 13 0G.7SF.+O=0C!

BENSON & HEDGES MENTHOL SAMPLING PROGRAM Instructions for Field Managers All points in this manual must be reviewed with samplers and a copy given to each. Samplers must sign the certificate on the last page of this manual, indicating that they have been told of sampling restric- tions and understand that they are subject to immediate dismissal if they knowingly violate these restrictions. Be sure to monitor samplers to ensure their compliance with sampling guidelines and restrictions. It is your responsi- bility to dismiss any sampler who, in your judgement, knowingly violates these restrictions. -1- Z~9S~6~Z0~ :

BENSON & HEDGES MENTHOL SAMPLING PROGRAM Instructions for Samplers You are about to participate in an important sampling program for Benson ~ Hedges Menthol cigarettes. Your first:' assignment as a sampler is to read these procedures and instructions thoroughly-.. I. PURPOSE•. WHY WE SAMPLE Consumer contact is crucial to a sales organization. Philip Morris believes that the best way to acquaint smokers with the quality and taste of our cigarette products is to offer the opportunity to try them. Our sampling programs provide that opportunity. Sampling also gives excellent exposure to our brands, as wellas direct feedback to us on our products' acceptance. Our concern for consumer satisfaction has helped make Philip Morris the leader in the cigarette industry and_ has contributed to the success of our brands in the national : market. Your sampling efforts will intra- duce many smokers to the smooth, satisfying flavor of Benson & Hedges Menthol cigarettes. 229S~.',~2~02 -2- BENSON & HEDGES ir[F.NTHOL SAMPLING PROGRAM II. THE SAMPLER'S ROLE AND IMAGE You have been selected for this sampling program because of your intelligence, enthusiasm, and neat appearance. We are confident that you will do an effective sampling job on behalf of Benson & Hedges Menthol. You are_ representing Benson & Hedges Menthol to the public. Therefore, your personal appearance is important. o You must always be well groomed. o Your Supervisor will inform you about the type of clothing to wear on the job. III. ABOUT THE PRODUCT Benson & Hedges Menthol is the No. 1 selling free-standing lOOMM brand in America and is available in a variety of packings. Benson & Hedges is famous for its premium quality tobacco, smooth rich flavor, and stylish appeal. -3-

BENSON & HEDGES MENTHOL SAMPLING PROGRAM You will be distributing samples of three of these packings--Benson=& Hedges Menthol 100's Regular, : Lights, and Deluxe Ultra Lights; o Benson & Hedges Menthol 100's-- blended for the smo_ker who enjoys full-bodied taste with refreshing menthol flavor. o Benson & Hedges Lights Menthol 100's--offering the richness and quality that has made B&H famdus, in a lighter, low tar cigarette. o Benson & Hedges Deluxe Ultra :. Lights Menthol 100's--designed for smokers who want rich, satisfying flavor but with less tar and nicotine. Consumers recognize Benson & Hedges Menthol as a product of highest; quality--with a rich, smooth, satisfying flavor. IV. SAMPLING TECHNIQUES Sampling the Consumer The way you sample people will have a direct bearing on their attitude toward our products. A smoker i.s more likely to think favorably o.f Benson & Hedges Menthol if you ~ create a favorable impression. BENSON & HEDGES MENTHOL SAMPLING PROGRAM Since you want to reach the largest possible number of smokers over 21 years of.age, you cannot spend more than a few moments with each consumer. In that brief time you must deliver a clear, concise message: o Greet the consumer. Determine whether he or she is a smoker and 21 years of age or older. If so, offer the sample, being sure to state: "Compliments of Benson & Hedges Menthol." o Add a brief product message as appropriate•. "Benson & Hedges Menthol 100's are blended with premium quality tobaccos for smooth and refreshing menthol flavor." "Benson & Hedges Lights Menthol 100's offer a blend of premium quality tobaccos and a mild, low tar, refreshing menthol flavor." -4-. -5-

BENSON & HEDGES MENTHOL SAMPLING PROGRAM "Benson & Hedges Deluxe Ultra Lights Menthol 100's offer significantly less tar and - nicotine than regular menthol cigarettes yet retain a surprisingly rich, refreshing flavor...good enough to be called Deluxe." o Thank the person and close. Sampler Training During your training session, you will be asked to demonstrate the sampling technique by offering a sample to your Supervisor. This practice is designed to increase - your confidence and give your Supervisor an opportunity to help you refine your sampling technique. Points to Remember o Speak clearly. o Give the complete and correct name of the cigarette. o Never refer to the samples as "free cigarettes." BENSON & HEDGES MENTHOL SAMPLING PROGRAM o Give only one sample to each smoker. If you give more than one, you may miss opportunities to sample other smokers. If an individual keeps coming back for - - - more samples: - Thank him or her for trying our product and explain that you are not allowed to give more than one sample to each person. Do not argue. Continue sampling other people. o Benson & Hedges Menthol sampling is intended to generate interest, trial, and conversion among smokers of competitive brands who are 21 years of age or older. Do not sample smokers of Philip Morris products if you can avoid it. If a Philip Morris smoker requests a sample, however, do not hesitate to give it. The following list of Philip Morris brands will help you identify Philip Morris smokers: - Marlboro - Cambridge - Benson & Hedges -. Alpine -Merit - Bucks - Virginia Slims - Bristol - Parliament - Players - Saratoga ~,~~yp~ y.y -6- -7- V GJSF./~(rG~C.

BENSON & HEDGES MENTHOL SAMPLING PROGRAM o You will be working on a tight schedule. You will not have time to: Stop and talk about the brand. Debate or argue the question of cigarette smoking and health. Strike up passerby. a conversation with a o_ If a negative statement attacking you or the cigarette industry is made, the following response is suggested: "I regret that you feel that way. Thank you." OR "I'm not sufficiently qualified to comment on that issue. Thank yo-u.1' o Before leaving your location, make sure that no litter from your sampling activity remains. S[ss4snVz -8- BENSON & HEDGES MENTHOL SAMPLING PROGRAM Sp_ ecial Situations your Supervisor will help you with any problems you encounter while sampling. If someone objects to your sampling at an assigned location, please do not argue. Ask the person to wait until your Supervisor is available to speak with him or her. Remember, handling complaints is your Supervisor's job. If your Supervisor is not immediately available, relocate. Do not argue. You should not consent to interviews. Representatives of other companies may try to question you. If this occurs: o Tell them you are not qualified to answer questions. o Refer them to your Supervisor. o Ask for their business card and submit it to your Supervisor. IF A REPORTER ASKS FOR AN INTERVIEW, PLEASE SAY "NO" AND REFER THE INDIVIDUAL TO YOUR SUPERVISOR. -9-

BENSON & HEDGES MENTHOL SAMPLING PROGRAM V. RETRICTIONS ON SAMPLING You are required to observe certain sampling restrictions developed by Philip Morris to maintain the good community feeling our brands and people enjoy. Please review this important information carefully. You must sign the Certificate on the last page of this manual, indicating that you understand and agree to the following restrictions: o Do not sample in or on public streets, sidewalks or parks except in areas where access is limited to persons to whom cigarettes may be lawfully sold. Samples can be distributed in such places only to persons 21 or older. 0 amniPs oniv to smoxer wnc 21 years of age. If a younger-looking person requests a sample, refuse with the explanation that samples cannot be given to persons under 21. If the person states that he/she is over 21, you must verify that by asking to see identification with proof of age. o Do not urge anyone who refuses a sample to accept it. o Do not give samples to non-smokers. Samples are intended olv for smokers. BENSON AND HEDGES MENTHOL SAMPLING PROGRAM Do not distribute samples to people in vehicles. o Avoid blocking or impeding pedestrian traffic. o Distribution of samples should be conducted onlv by authorized persons. Take care of your samples. Store them in secure places both on and off the job to avoid inadvertent distribution. o not leave litter in sampling locations. Promptly dispose of empty sample boxes and all litter that results from your sampling activity. o Do not Samples within two blocks of a place of religious worship or within two blocks of any centers of youth activities such as playgrounds, schools, college campuses, or fraternity or sorority houses. o Circumstances preventing sampling from being conducted consistent with the provisions of this code should be stopped until such circumstances abate. If you have questions regarding sampling guidelines and restrictions, ask your Supervisor before you start your sampling activities. 9z9246220Z _ 10 _

BENSON & HEDGES MENTHOL SAMPLING PROGRAM GOOD LUCR! We are please that you have joined the Benson & Hedges Menthol Sampling Program as a product sampler, and we know you will__ help to make it effective. Please comply with the important guidelines in this manual to ensur_e_ the success of the program. We hope this experience will be challenging and rewarding for every member of our sampling team. BENSON & HEDGES MENTHOL SAMPLING PROGRAM CERTIFICATION This certifies that I have been instructed by representatives of Philip Morris U.S.A., and/or their designated distributing agency, of sampling guidelines and restrictions. I will offer sample cigarettes only to smokers who are 21 years of age or over, and I will follow all other sampling guidelines and restrictions. I recognize that I am subject to immediate dismissal if I offer cigarettes to any person who is not 21 years of age or over or if I violate any sampling restrictions. SIGNATURE DATE 4Z9Si.+SC.C.0;! -12- -13-