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MEry9(>RANU[ !M FRQ.:: Dick-;mith Walter Lancaster RE: Topline Data cn Baron Product Test _1ypril 8, 1974 ---------------------------------------------------------------- C 0NCIE IDE-`"T I A? Attached is the t~~pline report on the El~:O~•d proa~s^t test along with :appropriate huc::ground i.,for:~a~ion. < final report will , , , be is sued _ne week of Ap_-i1 ?2nd _ (CGN CLliSIO""4 : S Whichever blend we go ;•~i th, the BARON imagery must perform exceptionnll; well in order to sell the brand and hold triexs because: Z) . the two ,blc_nds tested equal to _ Koo1, and 2j . the Kool imagery appears to b_ effectiv c iri' impro~ving consumers' experience :~ith Kool. TOPLINL FINDINGS The objective of this research is to determine which of the two test formulas (,',='s 9036 & 90080) is the r,ere viable candidate for test market introduction as BAI;ON. Topline results indicate tilai. both i'.•FiKO;ti pYoducts are equal t0 K001 L)Ii an O-VC'rciil !.?as and tnere is no si~nif:~cant differencc bet.;cen the ttao BFi::0 ; blends, with one ekc: ption.- Prociurt 9080 has a strong~~r show~- ." (cont'dj,

Topline Date on_Baron Product Test- Continued i-no ve~ - sus Kool in`the males under 35 category. :•?iAtiT GVEBAL:, RATI,:G To~ai Koo! King Filter 7.3 - 7.4 Import1ntly,_ this same pattern is sustained in the overall preference -and paired= cor-7paris-on ratings. 1\:-L XT S T E I' S 1) . fCeviei•= the complete_findin-s of this report. This may give us n;ore- explicit information on which to make a ;udgem?nt about ti•.hi.ch blend _i s best-: Foi- example: There is some s-UGgestion i.z the "pairea prefer`nce" -and "Go dd '.,ienthol Flavor" se=ctions that in- general Black _ respor~dent-s-prefer-9C30 over Koo1 %•:hi le Vhite respondents -pre-fer-9C36-over Kool. The finab report should give us more insig}it on this apparent blend- prefe_rence-along racial lines. Review tht's f it:dings on the r'erformancc> of tt-he "Supe-r Shotl' of--;-Ienthol- test. -If this hi_enc3 outperforms 9080 and 9036, We would probabl;-_ use it for B&[ZG.,. The r-eview of both reportq be co:,pieted by ilay lst. /rt I CC: .°1es_srs. C. H. Judge S.~ Roth :Is. J. Strickle r J: R. Ave A. ~%t. Spears A. J. Bass C. Tucker ~ G. Flinn A. ~~~uson - i•iales B1 ck <<:h '_te Encier 35 - 7.5