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vt~- `k3~ ~r ,ua..d. - 4 Co-: ~ PHILSP MORRIS ASIA INCORPORATED lNTER-OFFICE CORRESPONDENCE 25/F, UNITED CENTRE. HONG KONG To: Subl.et: Cecil Yow Joe Tcheng Me,ty A' t i_ laaBrie CONFIDENTIAL Harkaronnd Date: July 27, 1987 ZL,'.i~ eC: D.S. Devitre T. Reim W. Kwan K. Kwok - LB E. Lo R. Scull W.S. Wong . The mild/lights segment is the fastest growing segment in the Hong Kong market. This segment currently represents over 18.3% share of the market (up 2.7% share from 1986). This growth has primarily come from Marlboro Lights. The segment is dominated by 2 brands Marlboro Lights (7.28 share) and Kent (10.0% share ). . Marlboro Lights is probably the youngest brand in the market (see attached), its smokers are upscale, skewed towards male and white collar. Kent on the other hand is a long established franchise in the market, it is perceived to be mild even though its tar level is 14 mg (compared to Marlboro Lights at 11 mg). &ent smokera are older with its strength in the 25-34 age group. Marlboro Lights has sourced its smokers mainly from Marlboro Red, Rent and new smokers (see attached). Although other mild/lights brands have invested heavily (e.g. Mild Seven, Viceroy Lights) none of them have achieved any meaningful share of the market. There is definitely a growing health consciousness in the market due to regular Government anti-smoking campaign. However, consumers currently have a poor knowledge of tar and nicotine. Research shows that Lights - Mild - Lees Harmful Government's anti-smoking measures will intensify and on November 13 the health warning will cover 20% of the screen during the entire TVC plus a 3 sec. audio warning at the end. This may further increase smokers' health concern and it is very likely that the mild/lights segment will continue its rapid growth. .../2