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Asian American Market Par iament C arcoa 's Objective: To generate sales volume and create excitement among Asian-American smokers of Parliament Charcoal 100's in the Los Angeles, San Francisco, and Hawaiian young adult markets. Strategy: In an effort to increase Parliament Charcoal 100's sales volume and market share the BSB Promotion Marketing Group recommends re-packaging an existing premium offer with copy and graphics indigenous to the different communities within the Asian-American target market. Concept: 1) Platinum Collection CD (American Music) Would be used in blister units as a give-away with a three pack purchase of Parliament Charcoal 100's. Would have copy and graphics indigenous to targeted community. (See zip code breakdown in demographics section). Rationale: Based on extensive demographic research of the Asian market in the U.S., we believe that this program could be implemented with minimal risk of misplacemement.

Demogra hics Asian-American Market - Its population is younger, more affluent and more quality conscious than the U.S. as a whole. - it is one of the fastest growing minorities in percentage terms. Population Reference Bureau in Washington estimates that 10 million Asians will live in the U.S. in the year 2000. Mostly, in California, New York, Texas and Hawaii. Asians tend to live in larger households than the general market and about 66% of them tend to live in dual income households against 53.1% of the general market. - Asians share a strong family orientation value security and often place quality over price when shopping. - Achievement oriented with a strong sense of style. - Knowledge of cultural diversity within the Asian American market is crucial to minimize the potential of cultural faux pas.

Los Angeles/Long Beach Per 1985 Population Reference Bureau Update Total General Population 11,497,568 Total Asian American Population 1,443,564. 100% a Filipino 387,078 26% Korean 326,100 23% Chinese 288,000 20% Vietnamese 230,120 16% Japanese 212,266 15% ------------------------------------------------------------

San Francisco/Bay Area Per 1985 Population Reference Bureau Update 27% of San Francisco is Asian American. 12% of the entire Bay Area is Asian American. This translates to over 600,000 Chinese, Filipino, Japanese, Vietnamese, Korean and East Indian consumers within this particular marketing area. Most of the assimilants are speaking and doing'business primarily with their own communities and in their native tongue. Total General Population 5,611,779 Total Asian American Population 612,609 100% Chinese 223,697 37% Filipino 185,866 30% Vietnamese 80,538 13% Japanese 68,707 11% Korean 27,869 5% East Indian 24,682 .4% Japanese Hawaii 60% Filipino 20% All Others 20%

Percent High School and College Graduates Aged 25 and Over by Sex: 1980 High School College Men Women Men Women Total U.S. population 67 66 20 13 Asians and Pacific islanders 79 71 40 27 ----------------------------------------------------------- Chinese 75 67 44 30 Filipino 73 75 32 41 Japanese 84 80 35 20 Asian Indian 89 72 68 36 Korean 90 71 52 22 Vietnamese 71 54 18 8 Hawaiian 70 67 11 8 Samoan 66 67 11 8 Guamanian 71 65 9 7

Median Household Income -.1980 Japanese $22,317 Filipino $21,926 Asian Indian $20,598 Chinese $19,561 Korean $18,145 White $17,680 Guamanian $16,894 Aleut $16,825 Hawaiian $16,593 Samoan $13,848 Asian Indian $12,519 Eskimo $12,344 American Indian $12,227 Black $10,943 Median Household Income Italian $19,026 Polish $19,009 German $18,307 Irish $17,256 English $16,746 French $16,522 Spanish Origin $13,502 Cuban $16,043 Mexican $13,823 Puerto Rican $10,073 Total U.S. $16,841

Median Age: 1980 Japanese 33.5 Asian Indian 30.1 Chinese 29.6 Filipino 28.5 Korean 26.0 Hawaiian 24.2 Guamanian 22.6 Vietnamese 21.5 Samoan 19.2

Southern California Asian Zip Code Densities by Ethnicity ------------------------------------------------------------ Each Zip Code Represents Over 20% of Overall Population ------------------------------------------------------------ Ethnic Group Dominant Zip Codes ---------------------------------------- -------------------- Filipino: 90004 90005 90008 90015 90020 90042 90050 90056 90057 90058 90065 90701 91331 91348 91605 91762 91780 ------------------------------------------------------------ Chinese: 90012 90026 90604 90701 90801 91748 91748 91754 91770 91776

Korean: 90003 90004 90005 90006 90017 90020 90021 90022 90027 90028 90638 91033 91731 91733 ------------------------------------------------------------ ,7apanese: 90006 90008 90012 90016 90033 90063 90247 90248 90501 90504 90505 90506 ------------------------------------------------------------ Vietnamese: 90012 91754 91776 92643 92683 92684 92716 ------------------------------------------------------------

City of San Francisco Prevalent Zip Codes by Ethnicity of at least 20% of population ------------------------------------------------------------ Chinese Filipino 94122 94134 94133 94015 94108 94014 94109 94103 94116 94103 94128 94112 94121 ------------------------------------------------------------ Other Ethnic Groups with appropriate zip densities ------------------------------------------------------------ Japanese Viet Korean 94123 94102 941212 94109 94103 94010 94109 94115 94117 94121