Women's Collection from Marketing to Counter-Marketing
Length: 19 pages
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Length: 19 pages
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- Named Person
- Ac Nielsen
- I Mjd
- I Fwb
- I Bji
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- Non-RJR Brands
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PROJECT XB Objective Phase 1: Develop good tasting, satisfying ULT product at 5. mg. 'tar' with lowered T/N ratio by 2Q 91. Phase 2: Develop good tasting, satisfying ULT product at 1-2 mg. 'tar' with lowered T/N ratio utilizing significant technological breakthroughs by 3Q 92.
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PROJECT XB Product Development - Phase 2 Technologies to provide desired improvements: G7-12 CA Web STT G7HN Cast Sheet
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PROJECT XB Product Development - Phase 2 G7-12 Description: Reconstituted sheet made from tobacco, CaCO3, and binder. Because CaCO3 doesn't contribute to smoke production, this sheet could provide an alternate approach to MS 'tar' reduction. Potential Benefits: Predicted Values: % G7-12 % Ventilation Tar, mg. 0 0 10.0 0 50 5.0 50 35 5.0 100 0 5.0 Qualitative evaluation of 100% G7-12 prototypes among ULT smokers indicated.that the G7-12 prototypes had improved draw characteristics vs. VUL.
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PROJECT XB Product Development - Phase 2 G7-12 Action Steps: Six Part Test - evaluation of G7 process and CaCO3 on taste. Filling Capacity Improvements: - Puffing G7-12 sheet - Inorganic fillers - Alternate sheet formulations Evaluation of Blend Inclusion Methods: - Replacement of G7 -----> G7-12 - Replacement of G13 ----- > puffed G7-12
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PRO.TECT XB Product Development - Phase 2 Cast Sheet - XB Description: A sheet made (on steel belt) from dust, CaCO3, and binder (Calgon). Because CaCO3 doesn't contribute to smoke production, this sheet could provide an alternate approach to MS 'tar' reduction. Potential Benefits: Reduction in ventilation level (via cast sheet inclusion) would provide improved draw characteristics and possibly better taste (less "diluted"). Flexibility of cast sheet process enables inclusion of CaCO3 in sheet at higher levels (G7-12 = 40% Max.). Action Stebs: Consumer test mailout 11/90; compare taste performance of cast and G7-12 sheets. 0 Evaluation of high CaCO3 content sheets.
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PROJECT XB Product Development - Phase 2 G7 HN Description: Reconstituted sheet fortified with KDN extracts. Potential Benefits: Increased nicotine yields (-.6 - .8 mg.) from tobacco extracts. Possible enhancement of tobacco taste from tobacco extracts. Action Ste~s: Apply learning from Phase I work. Explore potential for utilizing TBF and sugar reaction products to enhance taste.
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PROJECT XB Product Development - Phase 2 A Web Description: Non-conventional filter material which uses cellulose acetate in web form rather than as a tow band, providing high efficiency filtration and allowing a reduction in amount of air dilution required to achieve ultra low tar. Potential Benefits: Predicted Values: WLT WULT CA Web Tar 10.0 5.3 5.3 HOD 124 121 130 % Dil. 23 47 23
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PROJECT XB Product Development - Phase 2 CA Web Action Steps: Produce prototypes using CA Web. 10/90 Compare analytical values. 10/90 Conduct pre-placement focus groups. 11/90
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PROJECT XB Product Development - Phase 2 STT Description: Non-conventional filter material which uses a water soluble tobacco extract coated on a hydrophobic substrate material (polypropylene - K/C, polyester - Eastman). When used -as a segment of the filter, tobacco taste can be modified/enhanced. Potential Benefits: Consumer Testing: PGT testing of FFLT products indicated that STT products were parity to Marlboro and Marlboro Lt. on acceptance with ideal ratings on tobacco taste. CLT testing of ULT products indicated that STT products were parity to Marlboro ULT on acceptance with attribute advantages on tobacco taste, harshness, strength and smoothness. Qualitative evaluation of NOW STT products was positive (unanimous preference over NOW) among competitive smokers. Internal SED testing indicated no difference.
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PRO.TECT XB Product Develonment - Phase 2 STT Capabilitv: In-house extraction capability exists. 1000 lbs. of SDE/day using Star Warehouse equipment feasible. Polyester and propylene substrate materials currently under exploration. Manufacturability, sensory characteristics, analytical performance and toxicological properties being evaluated with decisions by 1/91. Coating and slitting capabilities exist at 641-1. Combining capability expanding.
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' PROJECT XB Product Development - Phase 1 What We Know: Levulinic acid has demonstrated ability to decrease harshness, but tobacco taste and %70+ also decrease (0.2% appears to be optimum level). Nicotine is a key element in providing acceptable taste and satisfaction. Nicotine itself is harsh and irritating. High nicotine tobacco salts allow increase in smoke nicotine yields without corresponding increases in harshness attributes. High nicotine tobacco salts (e.g. Nicotine levulinate) can be incorporated into G7-type sheets at 30% levels. Levulinic acid is approved for consumer testing at 1.5% application level. Nicotine levulinate is approved for SED testing in G7 sheets at 30% levels as long as total smoke nicotine yield from products using these sheets does not exceed 1.4 mg. smoke nicotine per cigarette. Typical FFLT products yield .6-.8 mg. nicotine. Current Vantage Ultra Light product performs well among FFLT smokers (%70 + 51 vs. 59 for Marlboro Light on blind testing). Smokers smoking products with 10% nicotine levulinate achieved an average of 25 ng/ml nicotine in plasma [typical range 5-15 ng/ml].
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PROJECT XB Product Development Interfunctional Team Formed: - 22 members - Representation by all R&D functional groups - Initial meeting held. Review of Prior R&D Efforts Complete: - Presentations made at Graylyn. - Discrete efforts underway by individual researchers to expand knowledge base
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PROJECT XB Background ULT Catego y - No Growth. Small SOM ULT category began with introduction of Carlton in 1964. Only significant growth spurt fueled by Gori and U.S. Government figures indicating lowest. Current ULT market share represents only 12.4% of market (Nielsen, 7/90). Over 50 brands currently exist in ULT category. Why ULT Category Stagnant - Delta II History of poor product performance Major trade offs required in taste to adopt ULT products. Existing ULT products do not provide satisfaction. Value concern caused by fast burn rates. Advertising promises not delivered.
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PROJECT XB Product Development - Phase 1 STRATEGY: Blending of current VUL with high nicotine tobacco salts will result in acceptable taste, draw and satisfaction in a cigarette with yields of 5 mg. 'tar' and -0.7 mg. nicotine per cigarette. This will provide a T/N ratio of -7.0.
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PROJECT XB Product Development - Phase 1 Specific Research Pro',tects: 1. Addition of sodium levulinate to WKS, WLT and VUL at 0.2% to evaluate smoothness. 2. Addition of nicotine levulinate at 0.5%, 1.0% and 2.0% to VUL products for analytical and sensory evaluation. 3. Addition of 1:1, 2:1 and 3:1 nicotine/levulinic acid salts to VUL blend which should yield 0.55, 0.62 and 0.82 mg. smoke nicotine/cigarette. Evaluations include smoke transfer, sensory and plasma nicotine studies. 4. Addition of sodium levulinate to 1:1, 2:1 and 3:1 nicotine levulinic acid products. Analytical sensory and plasma nicotine studies to be done. Related Research Efforts: 1. Nicotine RSM (MJD) 2. Radiolabled Nicotine Levulinate Study (FWB) 3. Nicotine Volatility/Sensory Correlation (BJI) 4. PB-PK Model (JDD)
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PROJECT XB Product Development - Phase 1 Timetable Action Ste~s: 1. Determine appropriate level of high nicotine tobacco salts to yield .7 mg./cig. smoke nicotine with no increase in harshness. Investigate concurrent use of sodium levulinate. Complete 10/90 2. Conduct studies to determine blood plasma nicotine levels in smokers smoking XB prototypes. Complete 11/90 3. Develop capability for producing required high nicotine tobacco salts from KDN process/extracts. 11/90 4. Obtain HRRC approval for consumer testing. 11/90 5. Conduct quantitative consumer testing. 3/91
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PROJECT XB Product Development - Phase 2 T~T Action Steps: Evaluation of different extracts to provide different taste characteristics. 12/90 Comparison of polyester and polypropylene substrates. 1/91 Determination of vent hole location to maximize taste delivery. 1/91 Evaluation of addition of aerosol formers to blend to enhance taste delivery. 1/91 Investigation of nicotine transfer from STT filters. 6/91 Quantitative testing of STT filters on products with alternate fillers in blend. 3/91
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PROJECT XB Technologies Being Evaluated G7 Modifications Description G7-18 G7 + KDN G7-25 + KDN Filter Technolo KDN extract plus levulinic acid (5.6%) added to G7 extract. At 25% blend inclusion = 1.4% application in blend. v a : I ti It,d-L LA KDN extract added to the G7 extract (concentrated to 4%). G7 extract heated at 200°F for one hour prior to addition of KDN extract and DAP (1.5%). CAWeb High efficiency, low draft filter segment that enables lower air dilution at equal "tar" (combined) STT Polyester filter segment coated with tobacco extract (combined). Process Technology KDN Reverse KDN extract concentrated via reverse Osmosis osmosis.
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PROJECT XB Product Development Schedule - 1 & 5 mg EVE TIMING XB Product Research: Complete QDA Panel XB Screening Panel XB Modif ied Diagnostic Panel Nicotine Volatility Studies Human Smoking Behavior Plasma Nicotine Studies Basic Mechanism Studies Analytical Methods Development/Implementation Process Research: KDN Technology Screening: Focus Groups Complete Data Review/Prototype Selection Complete Product Guidance Tests 5 products (5 mg) Field - 7/29/91 5 products (6 mg) Results - 9/29/91 4 products (1 mg) 7 products (6 mg) Field - 11/15/91 3 products (1 mg) Results - 1/15/92 New Product (5 mg 1 m WINSTON (6 mg) Extended Use Test - Field 1/1/92 Production Start - 4/92 - Results 3/2/92 National DTS - 7/92 Proposition Evaluation Test - Field 4/6/92 - Results 7/3/92 Test Market DTS - 10/1/92 National DTS - 9/93