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PHILIP MORRIS U.S.A. INTER-OFFICI= CORRESPONDENCE 120 PARK AVENUE, NEW YORK, N.Y. 10017 TO: Peter Henriques DATE: June 28, 1994 FROM: Yvette Rodriguez SUBJECT: B&H 100's Hispanic Advertising Research - Schedule The following is a schedule for qualitative research on three proposed B&H 100's advertising strategies geared toward Hispanics. This study will be conducted on July 12-13, 1994 in Miami, Florida. Gloria Williams from Market Development, Inc. will moderate the groups in Spanish. The groups will be conducted among Spanish dominate Hispanics of Cuban origin (who claim to read and write in Spanish). Hispanics of Cuban origin were selected for this study because of B&H's strong standing in this market. Methodology A total of ten triads will be conducted among B&H and competitive 100's smokers (who are positively predisposed to B&H). Six groups will be conducted among the following segments of B&H smokers: two groups each among females 25-39, two groups among females 40-54, one group among males 25-39, and one group among males 40-54. Four groups will be conducted among competitive 100's B&H prone smokers, as follows: one group each among females 25- 39, females 40-54, males 25-39, and males 40-54. The schedule for the research is listed below. Directions to the facility are attached note that, we will meet with the moderator and the agency at 1:00 pm on July 1 briefing before the groups begin. A draft of the moderator's guide will follow. ease 4-f0 , a 91g P 'li - July 12, 1994 Jean Light Interviewing Services _E3riefing 1:00 pm 8415 Southwest 24 Street Miami, FL 33155 3:00 - 10:00 pm Suite 201 (305) 264-5780 July 13, 1994 1:30-5:30pm cc: D. Beran J. Bonhomme D. Cohen P. d'Albis (LBCo) E. Franklin (LBCo) E. Gee J. Hassman (LBCo) K. Lalley (LBCo) S. LeVan L. Poole D. Porter (LBCo) D. Ryan (LBCo) S. Teitelbaum