Tobacco Documents Online

/ \ .. l_t i; i Prototypo Development Request Datc~ i 'rojeet• M-2 . •riginated By: Name: D. II. Murphy Reference Number: 81-001 (check one) 0 Initial Request [] Change/Previous Reference No. Department: Brand Mark "_ "; D,ct__ OBJECTIVE: ~ New Product To develop a successful SALEM line extension by integrating [p Brand Extension a unique, young, and exciting user image with the superior SALEM Family product heritage. D Product Modification (check one) RATIONALE: The SALEM Family needs a line extension targeted primarily to 18-24 fcntn3cs to curb the growth of Virginia Slims Lights Menthol within this category, and bring net business to the Family. I. PRODUCT ACTION STANDARD : 1. Superiority versus Virgiriia Slims Lights Box Menthol among 18-34 year old female smokers of competitive low tar 100mm menthol brands, with at least 6 mg. tar. 2. Parity versus Virginia Slims Lights Box Menthol among female smokers of SALEM Light 1.00's. V. COMPETITIVE TARGET BRANDS: Virginia Slims Lights Menthol V. PRODUCT SPECIFICATIONS: Total Length:98 _~mm Filter Length: 31 mm Tipping Length: 3 5 mm Circumference:2 2 . 5 mm Filter Type: C/A /I. PROPOSED TARGET DATES: Max. . Min. Desired Tar Delivery: 8 mg./ 7 mg./ mg. per cigarette Nicotine: " mg./ - mg./ mg. per cigarette Tipping Color: white Package Style: Rp~; Paper Color: wh it- 0- Visible.Tipping Perforations: Name Placement: arnlnd CL chrette, on tipping Prototypes available TBD Consumer Tests (NFO) ll. ESTIMATED MARKETING OBJECTIVES/COST BENEFITS: @ No objection [] Not desired 0 Test Market Introduction (0 Nationai (Check One) . Incremental Unit Volume Objective 3 , 7 1 R mm Incremental Cost Savings (Category/Amount): Market Size. - Units 623 , 500 mm - $ - M - Share Objective ~'t 96 Segment Size - UnitsFFLT 7 F, , 20Q__mm - Share Ob~ptpwm i2.6 % TOTAL - M - M - M M Ill. ESTIMATED DEVELOPMENT COSTS (By BRAND R&D) $ TBD M IX. Was request identified as an action program in the 6] Operating Ptan C3 Revised Oper. Plan U Neither. RequestincLDepartment Si~nature 7N4 Head Cur. Brands I RPSP,1rrh Mnnve I Manager 6, ~ • . nr _ y Rran Bana r _ ~ _ _ Date V c ' i . - /. R&D Mfg. Mktg. EVP, Mktg. ~ 0 0 t,n m 'PROVED COPIES TO: Di/rtor, Brand R&D-Director, t]uatity Assurancef Director, Prod. Pianning & Info. Svcs.-Comptrotrers Dept.-Originator