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B-010000- Convenienae sxoree (Igt-66-132)

CONFIDENTIAL e '& -66-a/ (a.) Consumer Research Report MRD#CR66-21(a MENTHOL CIGARETTE PROFILE STUDY NEGROES VS. WHITES Julv 19, 1966 PUBLISHED BY THE MARKETING RESEARCH DEPARTMENT R. J. REYNOLDS TOBACCO COMPANY, WINSTON-SALEM, N. C.

July 20, 1966 Mr. R. A. Blevins, Jr. Re: MENTHOL CIGARETTE PROFILE STUDY (NEGROES VS. WHITES)(#CR66-21(a) This will set forth our interpretation of the above study. As the report shows, there are some very clear racial differences govern- ing the brand images of SALEM and Kool. These differences probably go a long way in explaining SALEM's subardinate position in the Negro mar- ket. They also point up some of the directions the Company should take to strengthen its Negro franchise. Discussion 1. SALEM has a severe co:nmunication problem with Negroes. SALEM's advertis ni g is right on target among white smokers. Their ver- sion of the SALEM brand image is virtually identical to what we want to project. With Negroes, though, we seem to have communi- cation problems which may stem from three sources: media, copy and tone. After ten years of heavy advertising SALEM is viewed by colored smokers as being little different from Kool except for its menthol level. According to an analysis of what they recall of SALEM advertising Negroes do not seem receptive to the current executions and situations, perhaps because they are not interested or cannot relate to them and appreciate the link to the menthol message. 2. A Negro strategy must be developed and tested, using a methodical and research-backed approach. Any effort to get Negroes to accept SALEM, whether by convincing them that SALEM's menthol level is desirable or that the brand has other compelling characteristics, must be accompanied by further research to make sure this has been accomplished. 3. The Negro market could becoane even more important in the future. The report shows that Negroes do not currently smoke as heavily as white people. With growing affluence and opportunity one would expect this to change over the next few years, making the Negro market even more significant than it is now. For long-term goals it would be profitable to conduct as many experiments as necessary to learn how to communicate with and persuade Negroes to buy our brands. 4. More basic Negro research is needed. We need a more thorough understanding of Negro behavior than can be obtained simply from lists of cigarette brands that they smoke. We should attempt to obtain data on Negro patterns of consumption in other fields to see if we can ascertain the key to reaching through to the colored market. BRI would be one possible source of this data. T. P. Haller TPH:agc Marketing Research Department

MRD#CR66-21(a) Menthol Cigarette Profile Study Negroes vs. Whites This is a study to determine differences between Negroes and whites as to how they view Salem and Kool cigarettes. Conclusions This study suggests that there are important differences in the way white people and Negroes view Salem and Kool that may ac- count for Salem's position of relative weakness in the Negro market. There are two main differences. Although both races recognize Kool as.having more menthol, Negroes clearly prefer this and white people do not. While white smokers view Salem (both intrinsically and extrinsically) as superior to Kool, apart from a few minor user characteristics, Negroes differentiate between Salem and Kool only on the subject of menthol content. Copies sent to: Messrs. W. S. Smith, Jr. W. A. Sugg Howard Gray R. A. Rechholtz C. H. Judge R. A. Blevins, Jr. A. G. Weber B. R. Stewart R. M. Odear, Jr. Bernard Ober, of Wm. Esty Co. (Report only, no Summary) J. A. Green, of Wm. Esty Co. (Report only, no Summary) Marketing Research Department July 19, 1966

MRD#CR66-21(a) Menthol Cigarette Profile Study Negroes vs. Whites This is a study to determine differences between Negroes and whites as to how they view SALEM and Kool cigarettes. Background Audits have shown that in some Negro sections of large metropolitan areas Kool outsells SALEM two to one. Requested by: Mr. A. G. Weber Method: Interviews were conducted by Gallup & Robinson, Inc., with adult male and female smokers of both'races. Respondents were asked to indicate which of several types of people (as described by occupa- tion or social standing) would be likely to smoke SALEM and which would smoke Kool. Then they were asked to associate various product attributes with one of the two brands. Finally, they were asked to relate what the advertising for SALEM and Kool said and showed. Location: Cleveland, Ohio Chicago, Illinois Dates of Interviewing: June 11, 12, 18 and 19, 1966. Distribution of Interviews The sample was drawn systematically with sampling points taken from U. S. Census Tract information. Interviewers were sent to specific blocks and from there worked in a pre-ordained manner around the block. White interviewers talked with white respondents; Negro interviewers with Negro respondents.

Summary 1. White smokers (62%) believe that Salem has the best tobacco taste. Negro smokers are divided evenly between Salem and Kool. 2. Negro smokers feel that Kool has the best menthol taste (59%) and the most menthol taste (65%). White smokers agree only in part, with 71% saying that Kool has the most menthol taste. 3. Negro smokers do not feel strongly that either cigarette is more satisfying, milder or smoother smoking. White smokers, on the other hand, feel that Salem is clearly superior on these three counts (satisfying 56%, mildness 67%, smoothness 66%). 4. White smokers believe quite strongly that Salem is more popular (63$), the better advertised (63%) and the better packaged (66%). Negroes show no clear preference for either brand on these di- mensions. 5. White respondents associate Salem with upscale user profiles more than Negroes do (bank president: white 59%, Negro 56%; lawyer: 58% vs. 53%; college professor 59% vs. 55%). 6. Whites and Negroes agree that middle class office workers are more likely to be associated.with Salem, but Negroes seem more convinced that carpenters would smoke Kool (white people do not feel there would be any difference). 7. Both races feel that Salem would'be smoked by waitresses (Negro 59%, white 64%), by secretaries (61% and 69%) and by female fashion models (54% and 66%), suggesting that Salem has a universal young, feminine image. 8. In the unskilled worker category there was only one difference between the two groups. Whites feel that janitors would tend to smoke Kool. The janitor classification would seem to be the lowest point on our scale of users and it may be signifi- cant that Negroes did not note any difference between Salem and Kool on this aspect. 9. Negroes did not indicate any differences by race or age, but white respondents felt Salem to be oriented toward white people (64%) and young adults (63%). 10. Neither race felt that one brand should be associated with performers--or-giamorous peopie (rock °n roii star, baseball star, James Bond) more than the other.

2 .PRODUCT ATTRIBUTES Negro vs. White Respondents were asked which brand, Salem or Kool, was' described better bx the statements listed below. The numbers in this table reflect the results when the "no difference" and "not know!' replies are apportioned evenly to each brand. Has the best tobacco taste Has most tobacco taste Has the best menthol taste Has most menthol taste Is the most satisfying Is the mildest smoking Is the smoothest smoking Is the most popular Has best advertising Has best package Cleveland and Chicago Combined Negro White Salem Kool Salem Kool (321) (335) $ $ $ $ 51 . 49 . 62 * 38 55 45 55 45 41 * 59 47 53 35 *65 29 * 71 46 54 56 * 44 53 47 67 * 33 52 48 66 * 34 49 51 63 * 37 53 47 63 * 37 51 49 66 * 34 .• * Connotes a statistically significant difference between Salem and Kool.

USER PROFILES Negro vs. White Respondents were asked which brand, Salem or Kool, would more likely be smoked by the types of people listed below. The numbers in this table reflect the results when the "no difference" and "not know" replies are apportioned evenly to each brand. Cleveland and Chicago Combined N- e2-ro White ' Salem Kool ~ - Salein . Kool Base - total intervietiTs. . (3 2 FF $ $ (325) $ ~ Bank president 56 * 44 59 * 41 Lawyer 53 47 58 * 42 College professor 55 45 59 * 41 Opera star 49 51 50 50 Total upper class (average) 53 T-7 57 * ~'3 Carpenter 44- * 56 46 54 Bartender 51 _ 4 9 4 9 51 Office clerk 59 * 41 64 * - 36 Secretary 61 * 39 69 * 31 Total middle class (average) 54 46 57 * 43 Truck driver 45 55 44 56 Wait:ress 59 * 41 64 * 36 Janitor 49 51 41 * 59 Mailman 53 ' 47 _ 49 51 Total working class (average) 5 2 9 5~0 5p Female fashion model . 54 46 66 * 34 Rock n' Roll star 47 53 47 . 53 Baseball star 49 51 46 54 James Bond 47 53 47 53 Total glamor/performer 4 9 (average) 51 52 eTg- Negro person 50 50 46 54 White person 53 47 64 * 36 Young adult .50 50 63 * 37 Old people 48 . 52 47 53 Total miscellaneous (average)50 50 .55 45 * Connotes a statistically significant difference between Salem and Kool.

AWARENESS OF ADVERTISING - SALEM Respondents were asked what the advertising for Salem said and showed. No further probing was done. These results are not necessarily the same as those that would be obtained by day-after recall or by the campaign communication method. - Some people made more than one comment. DETAIL OF AWARENESS Cleveland and Chica o Combined Negro egro W i.te Male Female Male Female Base - total in each group (161) (160) (164) (171) $ $ ~ $ Turn to Salem/for springtime freshness 22 27 18 11 Refreshing/cool/satisfying to your taste 8 9 8 8 Tastes fresh/as all outdoors 1 1 1 1 Salem is a menthol cigarette 11 9 1 1 Good/better/best menthol cigarette 2 2 1 - Mild/smooth 2 2 1 1 Salems satisfy longer 1 - 1 - A clean smoke - 1 - - Good/better/best taste 1 1 1 1 Good/better/best tobacco - - 1 1 Smoke Salem - 4 1 - Man and woman running/walking in field/fishing/sitting near water 13 13 20 17 Shows lake/stream/river/beach/field 6 13 18 18 Springtime scene 4 12 10 15 Shows horses/dogs 2 1 6 6 Good looking woman/man 1 7 5 People smoking Salem/having good time 1 4 3 Has a song 5 2 6 Green/cool/colors - 1 2 Shows Salem pack 1 - 2 3 Miscellaneous comments 5 3 4 5 Respondent not remember 29 21 28 31