Product Design
Experimental Design - Continued. TSB Overview. G. Borschke - 9/3/85 (850903).
Abstract
Background materials describing TSB product development, including experimental design of consumer test, plan timeline (1985-1986) and previous product testing. Describes Project TSB objective to "fully explore potential of new technology that offers capability of manufacturing cigarettes containing two, distinct blends." Provides background including obtaining of TSB equipment from Hauni in 1982, formation of task force, secured exclusivity agreement, and direction of early product exploratories. Presents findings of modified puff-by-puff delivery curves leading to modification of strength related attributes, resulting in "products with characteristics not achievable bu use of conventional technology." Provides results of 1984 product development that concludes XG proposition inappriate for TSB. Describes plans for future testing (1985) "independent of a specific marketing strategy", to include internal sensory testing, consumer testing, and pilot consumer test.
Fields
- Hypothesis
- Introduction of new/unconventional productsResearch and development of novel nicotine delivery devices and experimental tobacco designs.
- Low-yield cigarettes
Modification of low yield products to assure that adequate levels of nicotine delivery are maintained, and effects of yield changes on toxicity and dependence.- Nicotine transport, transfer, and uptake
Design changes which alter nicotine delivery or effect how the product causes and maintains dependence, including transfer of nicotine from tobacco to smoke, and uptake into the body.- Use of tobacco processing/ blends
Modification of tobacco products through changes in tobacco processing and use of blends, and measuring effects on dependence, behavior, and toxicity.- Youth initiation/ youth products
Design changes affecting youth smoking or encouraging young adults to become regular smokers.- Smoke Control
- Sensory effects
Technologies used to measure, control, or alter sensory effects - Low-yield cigarettes
- Keyword
- Cost savings (Cost reduction)
- Delivery modification
- Per puff delivery
Per puff tar, per puff nicotine, and per puff CO- Strength attributes
- Cost savings (Cost reduction)
- Delivery modification
- High impact/low tar
- Delivery modification
- Prototype
- TSB
- Operation/Project
- Project TSB (two-stage blend) (Two-Stage Blend)two-stage blend
- Project XG (Younger Adult Smokers (R.J. Reynolds))
To convince younger smokers that an RJR brand is "most relevant" to them- TSB
- Project XG (Younger Adult Smokers (R.J. Reynolds))
- Named Organization
- Hauni
- MDD
- R&D
- RJRG
- *RJRT (See R.J. Reynolds Tobacco Company)
See R.J. Reynolds Tobacco Company - MDD
- Technology/Method
- Comsumer methodology
- NFO testing
- Pilot test
- Sensory methodology
- TSB
- NFO testing
- Subject
- Test/Consumer Preference (Testing)
- Smoke Delivery/Transport (Measures)
- Experimental Technology (Technology)
- Novel Cigarette Devices (Products)
- Sensory Effects—Taste (Effects)
- Smoothness/Harshness (Effects)
- Target/Young Adults (Target Groups)
- Blends (Design)
- Smoke Delivery/Transport (Measures)
- Brand
- Marlboro (PM)
Document Images
EXPER I NENTAL DES I GN - CONT I NUED
INFORMATION OBTAINED:
. UNIQUE CONSUMER BENEFITS PROVIDED BY TECHNOLOGY THROUGH
DIRECT CONPARISON TO CONVENTIONAL PRODUCTS.
• INTERACTIVE AND INDEPENDENT EFFECTS OF THREE TECHNOLOGY-
RELATED VARIABLES ON CONSUMER PERCEPTION. THIS WILL
ALLOW MODELING OF TSB PRODUCTS FOR OPTIMIZATION.
• APPEAL AMONG SPECIFIC TARGET GROUPS TO ASSESS APPLICABILITY
OF TECHNOLOGY TO CURRENT, AS WELL AS NEW POSITIONINGS.
NET: 1. POSSIBLE WINNER AMONG ANY TARGET GROUP ~"-2. BEST POSITIONING WILL BE SPECIFIED
3. PRODUCT DIRECTION FOR OPTIMIZATION AMONG
SPECIFIED POSITIONIN G
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OBJECILVE_:
FULLY EXPLORE POTENTIAL OF A NEW TECHNOLOGY THAT OFFERS
CAPABILITY OF MANUFACTURING CIGARETTES CONTAINING TWO,
DISTINCT BLENDS.
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PROJECT TSB
BACKGROUND
I RJR GERMANY OBTAINED TSB EQUIPMENT FROM HAUNI IN 1982.
• HANS WEDER INFORMED G. H. LONG OF GERMANY ENDEAVOR
- STATED BENEFIT WAS SUBSTANTIAL LEAF COST SAVINGS
• TASK FORCE IMMEDIATELY FORMED --j6b (,lo7~,(JJr~
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• RJRT/RJRG SECURED EXCLUSIVITY AGREEMENT WITH HAUNI
FOR TSB EQU I PMENT - 1982
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BACKGROUND - JANU Y. 1983
EXCLUSIVITY AGREENENT
"HAUNI UNDERTAKES NOT TO SELL OR DISCLOSE THE PROJECT
TECHNOLOGY/APPARATUS TO ANY THIRD PARTY FOR A PERIOD
OF FOUR YEARS AFTER LAUNCH OF A PRODUCT UTILIZING THE
PROJECT TECHNOLOGY - REGIONALLY OR NATIONALLY, IN GERMANY,
U.S., OR ELSEWHERE."
(R.IR-HAUNI AGREEMENT - OCTOBER, 1982)
STRATEGYe -fp g f155 f~Sirt Gt ['t U 1
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1. DEFINE PRODUCT OPTIONS
2. DETERMINE BEST PRODUCT OPTION
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MATCH BEST PRODUCT OPTION WITH MARKETABLE
PROPOS IT-I ON
PROJECT TSB
BACKGROUND - JANUARY, 1983
PRODUCT EXPLORATORIES:
A BROAD BASED PRODUCT EXPLORATORY WAS CONDUCTED IN
1983 TO DEFINE PRODUCT OPTIONS RESULTING FROM TSB
TECHNOLOGY 4,"mh
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- FLAVOR DELIVERY MODIFICATION
- NICOTINE DELIVERY MODIFICATION
- COST REDUCTION Gu'&ldt(
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CONCLUSIONS
INITIAL PRODUCT EXPLORATORIES
May, 1983
• TSB PRODUCT DEVELOPMENT EFFORTS WERE FOCUSED ON THE
AREA OF CONTROLLED T&N DELIVERY
MODIFICATION OF PUFF-BY-PUFF
TAR AND NICOTINE CURVES
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MODIFICATION OF STRENGTH-RELATED -
ATTRIBUTES WITHIN A CIGARETTE
® RESULTS IN PRODUCTS WITH CHARACTERISTICS NOT ACHIEVABLE
BY USE OF CONVENTIONAL TECHNOLOGY
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PROJECT TSB
1983 CONCLUSIONS
• PRODUCT DELIVERY BENEFITS IN THE AREA OF
CONTROLLED T&N DELIVERY
• QUALITATIVE RESEARCH WITH TSB PRODUCTS INDICATED
THE POSSIBILITY OF FIT WITH XG PROPOSITION - P~oje.cJ
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- PRODUCT W ITH SUPER I OR SMOOTHNESS AND EQUAL STRENGTH TARGETED 4c, aeu
AGAINST MARLBORO
• QUALITATIVE AND QUANTITATIVE RESEARCH SUGGESTED
A CONTINUING DESIRE FOR A TRULY GOOD TASTING
LOW TAR CIGARETTE
- PRODUCT DELIVERIES MATCHED HIGH
IMPACT/LOW TAR PROPOSITION
