Product Design
Final Report on Baron Product Test
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MEMORANDUM
TO: Mr. R. E. Smith
FROM: Walter Lancaster
RE: Final Report on Baron Product Test
May 13, 1974
- Attached is the final report on the Baron Product Test which is
inclusive of complete background information, findings, conclusions
and recommendations.
Conclusions
1). Both test blends for the Baron product meet the action
standards required. They are equal to Kool on an overall
basis, with no outstanding negatives.
2). The Brand Group concurs with the MRD recommendation that
#9080 be selected for utilization on the basis of its
directionally better performance among the primary target
groups - Blacks and males under 35.
3). As previously stated in the topline report on Baron,
because the imagery of Kool has been significantly en-
hanced by non-product factors, to be a market success
the Baron imagery must perform exceptionally well to
overcome the intangible advantage which Kool enjoys.
(cont' d) . . . .
-2-
SUPPORT
On an overall basis, each of the Baron blends is monadically judged
as the equal of Kool (unidentified) among regular users of that
brand.
Mean Overall Rating
Male
Total Black White Under 35
Baron
#9036 7.5 7.6 7.4 7.4
#9080 7.3 7.6 7.0 7.5
Kool King Filter 7.3 7.7 6.9 7.4
Importantly, this same pattern is sustained in the overall preference
and paired comparison ratings.
The following chart indicates the directionally better performance
of #9080 vs. Kool among the primary target groups - Blacks and males
under 35. The base figures indicate the number of respondents in
each category, and overall preference is expressed in the form of
a ratio. The ratio expresses the difference in the percentage of
respondents preferring Kool over the test blend or vice-versa. In
this chart a minus ratio indicates preference for Kool.
Overall Preference B Sub-Grou s
(Summary of Ratios
#9036 vs. Kool #9080 vs. Kool
(Base)
Total Respondents
Trying Both Products
(225)
By Sex
Male - Total (105)
*Under 35
35 and Over
Female - Total
Ratio
YT_
1.00
-1.10
77) -1.08
(120)
-1.15
1.09
By Race and Sex
*Black - Total (108) -1.06
Ma e 53 -1.30
Female ( 55) 1.16
White - Total (117) 1.05
Male ( 52) 1.08
Female ( 65) 1.03
(Base Ratio
~
(234) 1.02
(107) 1.12
( 86) 1.12
21 .10
(127) -1.07
(106) O
1.02
55 1 ~
1
.
~
( 51) -1
12
(128) .
J
1.02
( 52) 1.08 H
( 76) -1.03
*Primary Target Groups/Minus Indicates Preference For Kool
-3-
In-market judgement of Kool is strongly enhanced by non-product
considerations. On an identified basis, Kool achieves an average
overall rating of 8.1,.compared to 6.7 when rated blind.
Mean Overall Ratin
(Total Respon ents
Test Product vs. Kool Identified Difference
#9036 6.7 8.2 -1.5
#9080 6.6 8.0 -1. 4
Kool (Unidentified) 6.7 8.1 -1.4
Next Steps
1). Advise R&D and Management of our blend preference and indicate
tentative requirements on volume for mini-market test.
2). Hold actual production on the product until we have resolved
our concerns on the performance of the brand's imagery to sell
the product concept. This concern grows out of low purchase
intent and ad negatives expressed in the Baron packaging research
report. Using this report as a starting point the agency together
with the Brand Group will give directional inputs to improve the
concept presentation.
W. L.
WL: rt
Attachment
cc: Albanese - Grey
Ave
Bass
F l inn
Hudson - Greensboro
Judge
Lightfoot - Grey
Michaels - Grey
Roth
Spears - Greensboro..*.Strickler ~ rhis~apyfo~C
Tucker - Greensboro
