Tobacco Documents Online

NY'~ ~5 ~S 60~ MEMORANDUM November 2, 1983 Ei Mr. T. C. Hays, Executive Vice President T 0, F! R! 0 Michael, J. O'Neill, Marketing Services Director M R E F Attached is the proposal from SSC&B to conduct the Concept Research Study for a No Additive Cigarette Positioning. Page 1 of the proposal includes the two concepts that are to be tested, each one with and without a preceeding "caveat" statement regarding cigarettes and additives. (This caveat is also attached). Therefore, there will be four major cells, 150 respondents in each. Also attached is the proposed questionnaire that has been reviewed with SSC&B and ourselves. The total cost estimate for this study, including Agency commission is $27,000. May we have approval to proceed with this study as outlined. Attachments CC: Mr. W. J. Moore Mr. H. W. Bahrenburg Mr. J. A. McGinn Mr. E. T. Bonnett

PROPOSAL TO CONDUCT CONCEPT RESEARCH FOR A NO ADDITIVES CIGARETTE POSITIONING ~-IO1 PREPARED FOR: AMERICAN TOBACCO SEPTErIBER, 1983 S,SC&B UNTAS WORLD~D£ RESEARCH &. INFORMATION SERVICES DEPART~.I ENT

MANAGEMENT AT AMERICAN BRANDS FEELS THERE MAY BE POTENTIAL IN THE MARKET PLACE FOR A CIGARETTE WITH A "NO ADDITIVES~' BENEFIT, TWO CONCEPTS HAVE BEEN DEVELOPED FOR POSSIBLE EXPLORATION: , THIS NEW, FILTER, LOW TAR CIGARETTE USES ONLY A BLEND OF FINE TOBACCOS, NO ADDITIVES OF ANY KIND ARE USED, , THIS NEW, LOW TAR, FILTER CIGARETTE USES ONLY NATIJ~AL INGREDIENTS, NOTHING ARTIFICIAL IS ADDED TO THE TOBACCO, BOTH CONCEPTS WILL BE PROCEEDED BY A STATEMENT WHICH EST/~BLISHES THE PROBLEM WHICH A NO ADDITIVES POSITIONING ATTEMPTS TO SOLVE, TO EVALUATE THE EFFECT OF THE LEAD STATEMENTj EACH CONCEPT WILL ALSO BE TESTED WITHOUT IT, SSC&B UNTAS WOR~DE RESEARCH & INFORMATION SERVICES DEPARTMENT

THE VIABILITY OF A NO ADDITIVES POSITIONING HAS [IEVER BEEN TESTED NOR HAS ITS COMPATABILITY WITH CURRENT AMERICAN BRANDS PRODUCTS RESEARCH IS NOW NECESSARY TO DETERMINE THE IMPORPANCE OF A NO ADDITIVES CLAIM AND ITS POTENTIAL AS A NEW PRODUCT/ REVITALIZATION FOR THE CURRENTLY MARKETED TAREYTON, CARLTON SSC&B UNT,~S WORLDWIDE RESE ~,RC H & 1N FORMAT]O~ SERVICES DEPARTMENT It. IO~

DB~LE~Z~L~E THE OBJECTIVES OF THE RESEARCH ARE TO EXPLORE CONSUMER INTEREST IN A NO ADDITIVES POSITIONING FOR EITHER A I) NEW CIGARETTE BRANN OR 2) A REPOSITIONING OF TAREYTnN/CARLTD~/ SPECIFI~ALIY THE OBjErTIVES nF T~IS qTUnY ARE TO: DETERMINE CONSUMER PURCHASE INTEREST IN A NO ADDITIVES PRODUCT UNDERSTAND THE ATTRIBUTES IMPORTANT IN CIGARETTE PURCHASE EXPLORE THE TASTE IMPLICATIONS OF A NO ADDITIVES CLAIM AND DETERMINE REACTIONS TO A TAREYTO~ CARLTON, ~A~-L-~ NO ADDITIVES ROSITIONING SSC&B LINTAS WORLDWIDE RESEARCH & INFORM ~,TI O N SERVICES DEPARTMENT "lit

A MONADIC CONCEPT TEST TO BE CONDUCTED AMONG 600 MALE AND FEMALE NON MENTHOL, LOW TAR CIGARETTE SMOKERS, TESTING WILL BE CONDUCTED IN CENTRAL LOCATION FACILITIES IN SIX GEOGRAPHICALLY* DISPERSED LOCATIONS THROUGHOUT THE COUNTRY, EACH CONCEPT WILL BE EXPOSED TO A TOTAL OF ~50 SMOKERS, QUESTIONING WILL INCLUDE: , COMMUNICATION MAIN IDEA TOTAL LIKES DISLIKES COMPREHENSION BELIEVABILITY PURCHASE INTEREST REASONS FOR PURCHASE INTEREST IMPORTANCE RATINGS ATTRIBUTE RATINGS FOR A NO ADDITIVES PRODUCT EXPOSURE/REACTIONS TO TAREYTON, CARLTON, P~ NO ADDITIVE CONCEPT REASONS FOR LIKIRG/D~SLIKING SSP..,~ B UNTAS '#V(~QI.I:)~B RESEARCH &. INFORMATION - i o i SERVICES DE P~.RTMENT

PURCHASE INTEREST REASONS FOR PURCHASE INTEREST AND DEMOGRAPHICS *SIX TO BE SELECTED FROM THE CHICAGO SEATTLE PORTLAND OREGON HOUSTON OR DALLAS ATLANTA ST, LOUIS BOSTON PHILADELPHIA SAN DIEGO LIST BELOW: SSC&B LINT,~I~ WORLDWIDE RESEARCH &INFORMATION SERVICES DEPARTSIENT

THE COST OF THIS RESEARCH IS $21,000+10%, THIS I~ICLUDES QUESTIONNAIRE DEVELOPMENT, FIELD WORKj TABULATION AND FINAL REPORT, APPROXIMATELY i0 INTERVIEWS WILL BE CONDUCTED PRIOR TO THE INITIATION OF THE RESEARCH TO ENSURE THAT THERE ARE NO PROBLEMS WITH THE QUESTIONNAIRE, TIMING IS AS FOLLOWS: QUESTIONNAIRE DEVELOPMENT/APPROVAL~ TWO WEEKS PRE TEST FIELD WORK REPORT ONE WEEK TWO WEEKS FOUR WEEKS AFTER CO~PLETION OF FIELD WORK S.SC&B UNTAS WORt.DV~DE RESEARCH & INFORMATION SERV ECE$ DEP~,RTM ENT R-Iol

"] CAVEAT FOR ADDITIVE-FREE ADVERTISING You may be aware that cigarette manufacturers use a variety of synthetic chemicals as well as certain natural substances in ~anufacturing cigarettes. These additives are zsed to enhance tobacco flavor.

~URM ASSOCIATES, INC. 352"~a~t 50th Street New York, NY 10022 AM Time Started: .pM AM Time Ended; PM NO ADDITIVES CONCEPT TEST SCREENING QUESTIONNAIRE Job #646 October, 19~3 ~T WRIY~ l~ TUlS SpAC1 (PLEASE pRINT) NAME: ADDRESS: CII¥/$1AI~: TEL. @ ( ) DATE: ~NTERVIEWERZ VAL, By: Hello, l'm from Thurm Associates, We are Conductlng a ,.arket research Study and wo~ld 1£ke ~o ask you a ~ew q~e~c~olts. DO you or doe~ any member of your family o~ close friends work ~n any Of Che following industrles..,(READ LIST) (CIRCLE ALL THAT APPLy) Adverclslng ........ 1 ~arke~ Re.earth ~... 2 Tobacco.. ........ ,.. 3 iIF ANy OF A~OVE CIRCLED, TERMINATE & ~C~ ON CALL RECORD i SHEET. OTHERWISE, CONTINUE, ~ Hav~ you b~e~ in~e~vlewed by a ma~ke~ re~ear~h e~mpai~y ~ ~h~ p~ ~ ~s~l~s? yes .. I (TERMINATE & RECORD ON CALL ~ECORD SHEET) NO ,.. 2 (CONTINUE) Hale .. 1 Female., 2 (CHECK QUOTA) (Ih~ND ~KSpONDENT CARD A) Please look a£ this card and tell me into which age group you fall? A. Under 21 years old 1 (TEFJ41NATE & RECORD ON CALL RECORD SHEET. ERASE AND P~- USE SCREENER) B. 21-24 years old T C* 25-30 years old D. 31-34 years old --(CONTINL~) E. 35-39 years o14 F. ~0-44 years old G. &5-49 years old Ho ~0-54 years old I. 55-59 years old J, 60 years ~ older _ (TEP~41NA~ & RECORD ON CALL RECOHD SHEET+ ERASE Refused __ A~D }~-USE SCREENER) During the ~sst week have you smoked a total Of 3 packs of ~i~arettes o~ more? Yes . .. [] (CONTIh~E) No .... [] (TERMINATE & KECO~ ON CALL ~CO~ SHEET & P~-USE SCREENER. ) Wha~ b~a[Id of eisare££es dn y~u smoke mo~t Often? (C~CK FOI.LOW[NG LIST OF Q~ALIFIED BRANDS, IF IIRAND ~S ON 5~ST, CONTINUE. OT]IERWISK, TEP~4~NATE AND RECORD ON CALL P, ECOMD SIgnET, E~A~S AND K~-~S~ SCR~N~.) Is ~h£8 brand a menthol o~ ito~%-l~e~ho[ c~arec~e? No~-Men&hol ,. I ] (CONTINUE TO MAiN QL~STION,%I~I~) Menthol ...... ~ (TERM~NATS AND ~ItCORD ON CALL }h£CO~D 5[IEET, EFAS~ AND 5b. 5c.