Tobacco Documents Online

November 27, 1985 TO: Mr. J. M. Cranford FROM: Ms. M. A. Albert SUBJECT: SHARE OF SMOKERS--SOFT PACK VERSUS BOX Declassification To assist you in determining brand styles for Project YW, attached is the following Share Of Smoker data (1983 and 1984): Share Of Smoker Data For Smoker Groups Soft Pack And Box 18-24 Females Total. 18-•20 Females 85mm 21-24 Females 100mm 18-24 Males Full Flavor FFLT Menthol FFLT Menthol Non-Menthol Among younger adult females, the data generally shows that: - Share is about equally split 85mm and 100mm -- With skews toward 100mm - FFLT is more important than FF - Non-menthol is greater than menthol, but skews menthol - Soft Pack is larger than Box (about 60:40 ratio) - Share skews Box - Share Of Smoker is increasing, particularly among 18-20 female smokers, (from 1983 to 1984) for: -- Total Box -- 100mm Box -- FFLT Box -- Non-menthol Box SECRET No.3~By ~` 0

Mr. J. M. Cranford November 27, 1985 Page 2 • Brand must decide whether brand styles for Project YW will be: - Where share is currently the greatest: -- Non-menthol -- Soft Pack -- FFLT - And/or where share is skewed or growing: -- Box (Skewed and growing) -- 100mm Box (Skewed and growing) -- FFLT Box (Growing) -- Menthol (Skewed) • The data suggests that a FFLTNM 85mm SP and FFLTNM 100mm Box configurations would be the best opportunity for Project YW for the following reasons: Would appeal to both 18-20 females and 21-24 females The initial appeal would be broader with both 85mm and 100mm styles than with only 85mm or only_100mm styles. 18-20 females (and 21-24 females) skew strongly towards FFLT and 100mm Box. - Menthol is declining, pariticutarly among 18-20 females and, FFLT menthol is declining slightly among 18-20 females. wlalo~ &.&/i Melanie A. Albert Marketing Development Department MAA/djm Attachments cc: Ms. M. H. Parham YW Fact Book MDIC