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PROJECT XG PRODUCT DEVELOPMENT SEPTEMBER 5, 1985 M. A. ALBERT

PROJECT XG PRODUCT DEVELOPMENT • PROTOTYPE TESTING RESULTS - XG FFNM 85 SP - CAMEL F 85 PROTOTYPE: CT 668-B - WINSTON KING PROTOTYPES: CT 601-A; CT 676-B, C, F, H 0 PRODUCT TESTING SCHEDULE

PROJECT XG PRODUCT DEVELOPME NT CAMEL F 85 SP PROTOTYPE CT 668-B OVERALL PERFORMANCE • PROTOTYPE CT 668-B (WINSTON Box PROTOTYPE (606-A) MADE INTO 85 CONFIGURATION) DID NOT ACHIEVE ACTION STANDARD OF SUPERIORITY VERSUS MARLBORO KING AMONG MALE MARLBORO 85 SMOKERS, AGED 18-24• - THE PROTOTYPE WAS RATED AT PARITY WITH MARLBORO KING ON OVERALL ACCEPTANCE• - THE PROTOTYPE WAS DIRECTIONALLY SUPERIOR (.72 CONFIDENCE LEVEL) TO CAMEL F 85- - CAMEL F 85 WAS INFERIOR TO MARLBORO KING• MALE MARLBORO SAMPLE 85 SMOKERS SIZE AGED 18-24 MARLBORO KING 280 60.8 < PROTOTYPE CT 668-B 301 r-> 58.8 CAMEL F 85 283 ~- 54•3 < SIGNIFICANT DIFFERENCE (80% CONFIDENCE LEVEL) WITH ARROW POINTING TO SUPERIOR PRODUCT• <--- SIGNIFICANT DIFFERENCE (72% CONFIDENCE LEVEL) WITH ARROW POINTING TO DIRECTIONALLY SUPERIOR PRODUCT•

PROJECT XG PRODUCT DEVELOPME NT CAMEL F 85 SP PROTOTYPE CT-668-B ALTR I BUTE PERFORMA NCE • AMONG MALE MARLBORO 85 SMOKERS, AGED 18-24, RELATIVE TO MARLBORO KING, THE CAMEL F 85 PROTOTYPE (CT 668-B): - HAD THE ADVANTAGES OF A RICHER AND MORE NATURAL TASTE - HAD NO DISADVANTAGES - WAS PARITY ON THE REMAINING ATTRIBUTES: STRENGTH HARSHNESS SMOOTHNESS TOBACCO TASTE MILDNESS BITTER TASTE FRESH AFTERTASTE STRONG AFTERTASTE DRYING AFTERTASTE LASTING AFTERTASTE EASE TO GET SMOKE THROUGH FILTER • IN ADDITION, PROTOTYPE CT 668-A (AND MARLBORO KING) HAD IDEAL LEVELS OF HARSHNESS AND MILDNESS•

PROJECT XG PRODUCT DEVELOPMENT MDD RECOMMENDATIONSINEXT STEPS • CAMEL F 85 PROTOTYPE CT 668-B APPEARS TO BE A GOOD CANDIDATE FOR FURTHER DEVELOPMENT OF XG FFNM 85 SP PROTOTYPE, AS IT HAS SEVERAL ADVANTAGES (MORE NATURAL AND MORE RICH TASTE) AND NO DISADVANTAGES VERSUS MARLBORO KING AMONG XG TARGET SMOKERS• • KEY REFINEMENT OPPORTUNITIES TO ATTAIN THE DESIRED GOAL OF SUPERIORITY VERSUS MARLBORO KING AMONG XG TARGET SMOKERS ARE TO: INCREASE SMOOTHNESS INCREASE STRENGTH PROVIDE LESS STRONG AFTERTASTE MAINTAIN IDEAL HARSHNESS AND MILDNESS • CAMEL F 85 PROTOTYPE CT 668-B WILL BE PUT INTO CAMEL FILTER PHASE II MANUFACTURING WITH A POST-PRODUCTION NFO PRODUCT TEST TENTATIVELY SCHEDULED FOR MAILOUT WEEK OF OCTOBER 28, 1985.

UP PROJECT XG PRODUCT DEVELOPME NT IlEVELOPMENT DIRECTION (ETA RATINGS) CAMEL F 85 PROTOTYPE CT 668-B AMONG MALE MARLBORO 85 SMQKERS AGED 18-24 PROTOTYPE CT 668-B INCREASE SMOOTHNESS .49 INCREASE STRENGTH .43 LESS STRONG AFTERTASTE .42 FRESHER AFTERTASTE .38 INCREASE TOBACCO TASTE .37 EASIER THROUGH FILTER .30 LESS LONG LAST AFTERTASTE •24 LESS DRYING AFTERTASTE .22 MARLBORO KING FRESHER AFTERTASTE .48 LESS DRYING AFTERTASTE •40 INCREASE TOBACCO TASTE .38 INCREASE STRENGTH .38 LESS STRONG AFTERTASTE .38 LESS LONG LAST AFTERTASTE .38 INCREASE SMOOTHNESS .36 EASIER THROUGH FILTER •34 MAINTAIN IDEAL HARSHNESS .41 MAINTAIN IDEAL MILDNESS .33 MAINTAIN IDEAL MILDNESS .39 MAINTAIN IDEAL HARSHNESS .38

PROJECT XG PRODUCT DEVELOPMENT WINSTON KING PROTOTYPES CT 601-A. CT 676-B. C. F. H nVFRALL PERFORMANCE • NONE OF THE FIVE WINSTON KING PROTOTYPES ACHIEVED ACTION STANDARD OF SUPERIORITY VERSUS MARLBORO KING AMONG MALE MARLBORO 85 SMOKERS, AGED 21-24. - THREE OF THE PROTOTYPES (CT 676-H, 601A, 676-B) WERE PARITY WITH MARLBORO KING ON OVERALL ACCEPTANCE• - THE REMAINING TWO PROTOTYPES (CT 676-C AND F) WERE INFERIOR TO MARLBORO KING• - IN ADDITION, PROTOTYPE 676-F WAS INFERIOR TO ALL OTHER PROTOTYPES• • Two OF THE THREE PARITY PROTOTYPES (CT 676-H AND 601-A) APPEAR TO BE GOOD CANDIDATES FOR FURTHER DEVELOPMENT• nVFRAlL ACCEPTANCE - %70+ MALE MARLBORO SAMPLE 85 SMOKERS Sr7F AGED 21-24 PROTOTYPE CT 676-H 172 MARLBORO KING 170 PROTOTYPE CT 601-A 183 PROTOTYPE CT 676-B 171 PROTOYTPE CT 676-C 152 PROTOTYPE CT 676-F 157 < 59.4 58.4 <--, 57.2 J 53.8 50.7 I 43.8 SIGNIFICANT DIFFERENCE (80% CONFIDENCE LEVEL) WITH ARROW POINTING TO SUPERIOR PRODUCT• 2.25-7

PROJECT XG PRODUCT DEVELOPMENT WINSTON KING PROTOTYPES ATTRIBUTE PERFORMANCE VERSUS MARLBORO KING AMONG MALE MARLBORO 85. AGED 21-24 SMOKERS %70+ PROTOTYPE PROTOTYPE PROTOTYPE PROTOTYPE PROTOTYPE 676-H 601-A 676-B 676-C 676-F 59.4 57.2 53.8 50.7 43.8 VERSUS MARLBORO K PARITY SUPERIOR FRESHER AFTERTASTE MORE TOBAC• TASTE PARITY STRENGTH HARSHNESS SMOOTHNESS ART TASTE BITTER RICH STRONG AFT DRYING AFT LASTING AFT THROUGH FILTER* PARITY PARITY INFERIOR INFERIOR FRESHER AFTERTASTE MORE NATURAL NONE FRESHER AFTERTASTE STRENGTH HARSHNESS* SMOOTHNESS TOB TASTE MILDNESS* ART TASTE BITTER RICH STRONG AFT DRYING AFT LASTING AFT THROUGH FILTER STRENGTH HARSHNESS SMOOTHNESS TOB TASTE MILDNESS* BITTER RICH STRONG AFT DRYING AFT LASTING AFT THROUGH FILTER STRENGTH STRENGTH SMOOTHNESS SMOOTHNESS TOB TASTE TOB TASTE MILDNESS* MILDNESS* ART TASTE RICH RICH STRONG AFT STRONG AFT DRYING AFT LASTING AFT THROUGH THROUGH FILTER FILTER V W v N d 2.26-1

PROJECT XG PRODUCT DEVELOPMENT WINSTON KING PROTOTYPES ATTRIBUTE PERFORMANCE VERSUS MARLBORO KING AMONG MALE MARLBORO 85. AGED 21-24 SMOKERS PROTOTYPE PROTOTYPE PROTOTYPE PROTOTYPE PROTOTYPE 676-H 601-A 676-B 676-C 676-F INFERIOR MILDER NONE NONE HARSHER HARSHER (Too MILD) MORE BITTER MORE BITTER (MARLBORO- MORE ARTIF• IDEAL MILDNESS) MORE DRYING AFTERTASTE MORE LONG LAST AFT IDEAL THROUGH MILDNESS MILDNESS MILDNESS MILDNESS FILTER HARSHNESS THROUGH THROUGH ~ FILTER FILTER NOTE: MARLBORO HAS IDEAL LEVELS OF MILDNESS AND HARSHNESS

BACKUP XG PROJECT PRODUCT DEVELOPMENT SUMMARY - ATTRIBUTE PERFORMANCE VERSUS MARLBORO KING_ AMONG MALE MARLBORO 85, 21-24 YEAR OLD SMOKERS PROTOTYPE CT 676-H (PARITY) (APPEARS TO BE GOOD CANDIDATE) • ADVANTAGES OF MORE TOBACCO TASTE AND FRESHER AFTERTASTE • DISADVANTGE OF MORE MILDNESS THAN MARLBORO KING (MARLBORO AT IDEAL) • PARITY ON REMAINING ATTRIBUTES • IDEAL ON EASE TO GET SMOKE THROUGH FILTER PROTOTYPE CT 601-A (PARITY) (APPEARS TO BE BEST OF THESE 5 PROTOTYPES TESTED) • ADVANTAGES OF A FRESHER AFTERTASTE • RQ DISADVANTAGES • PARITY ON REMAINING ATTRIBUTES .• IDEAL LEVEL OF HARSHNESS AND MILDNESS (MARLBORO ALSO HAS IDEAL HARSHNESS AND MILDNESS) PROTOTYPE CT 676-B (PARITY) • ADVANTAGE OF MORE NATURAL TASTE • XQ DISADVANTAGES 0 IDEAL LEVEL OF.MILDNESS