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SECRET ~ r.:S ¢'~ ;~ `[1 tN7 ESTABLISHED BRANDS RESEARCH PROPOSAL `."':'~~ '" ' h ~. (MRD #89-1`'~ '1~"~~j ' TITLE: PROJECT SB PACKAGING pUALITATIVE RESEARCH U•L•.~ ,~ ~~"~t B v PURPOSE: To assess consumer reaction to packaging prototypes for Project SB. BACKGROUND: Project SB is a SALEM PF M 80mm cork-tipped box/soft pack line extension targeted to 18-24 year old male smokers, the key subgroup fueling SALEM's long-term decline. Previous test marketing of this line extension in early 1986 shoved that although overall share/volume contribution was low, it did provide highly targeted incremental share among 18-24 year old smokers, both Black and White, particularly in pack action outlets. Nov that the SALEM family is solidly positioned (via "The Refreshest" restage), the Brand Team feels an opportunity exists to revisit the SALEM Box proposition for lead market introduction in the 3rd or 4th quarter, 1989. Based on the learning from the previous SALEM Box introdY.~ction, Project SB will be positioned (via all the marketing elements) as distinctly different from all other SALEM styles. A product was recently identified for Project SB which is significantly superior to Newport Box among target competitive younger adult male smokers, both Black and White. A quantitative concept/name test was also completed which showed one name in particular, SALEM Gold, to have the greatest overall appeal, the strongest communicator of both desired product and user perceptions, and provide the best fit with the SB concept. Packaging prototypes have been developed utilizing the SALEM Gold and Shades names (Shades, which was also tested, did not perform as well as SALEM Gold. However, the Brand would like to assess whether or not strong pack c~esigns can compensate for the weaknesses of this name in the absolute). Therefore, the Brand Team would like to explore consumer reactions to these packaging prototypes in addition to assessing the performance of additional names from the agency; FCB/LKP. RESEARCH OBJECTIVES: The objectives of this research are to qualitatively explore: - The appeal and communication of packaging prototypes for Project SB which utilize the SALEM Gold and Shades names and how well these packs fit with the concept and SB product, among the 18-24 year old male target Black and general market smokers. - The appeal and communication of alternative names for Project SB and how well these names fit with the concept and SB product, among the 18-24 year old male target Black and general market smokers. ,,, r USE OF RESULTS/NEXT STEPS: w The results of this research will be used as input into the refinement and ~ selection of a final pack design for Project SB. Results will also be used to ~ provide development direction for the introductory creative. A small scale quantitative pack test was recommended, but its status is TBD.

i HYPOTHESES TO BE EXPLORED: Hypotheses to be explored include • Packaging prototypes appeal to male YAS such that they vill be proud to shov the pack to their friends. • Packaging prototypes have as ,much appeal among Black YAS as among general market younger adult smokers. • Packagir.g prototypes communfcate that SB will be different from other SALEM styles (i.e. that it is not as light tasting and better balance of menthol to tobacco taste). • Packaging prototypes communicate a quality product. • Packaging prototypes have some involvement such that they will be noticed in a cluttered retail environment. • The packaging prototypes provide a good fit with the concept and SB product. METHODOLOGY: Six focus group sessions will be held in Philadelphia, PA on March 1-2, 1989. All six groups vill be competitive 18-24 male FF M 80-85mm soft pack and box smokers (primarily Newport smoker&). There will be: 3 General Market groups 2 18-24 male box and soft pack smokers 1 18-24 male box smokers only .1 Black groups 2 18-24 male box and soft pack smokers 1 18-24 male box smokers only General market smokers vill be single v3th a high school education or some college (but not currently attending college). Black smokers will be recruited to be representative of inner city Blacks via screening from designated areas identified as having 50% or greater Black population density. Smokers vill be douAscale with annual household incomes less than $20,000 and have no more than a high school education. Black smokers can be married with children.

Tl~G: Focus Groups: 3/1-2/89 Final Report: Veek of 3/6/89 SUPPLIER: Moderator: Paul Varner Facility: Philadelphia Focus, Inc. COSTS: Facility: $14,800 Moderator 6,000 Moderator's travel expense 1,500 Total $22,300 (To S-e funded out of 1989 MRD SALEM Research Budget.) PROPOSAL PREPARED BY: Cynthia S. Hunter CONCURRENCE: Ms. C. S. Hunter M,,-. J. V. Bellis Mr. J. D. Weber +;-~o/DyMr. K. L. Verner Mr. E. M. Blackmer ' ~b $3s) Signed Pro2osal Distribution List: Concurrence List Mr. J. Y. Leung Mr. B. P. Horrigan Ms. K. V. Vuksan Ms. F. V. Creighton Ms. D. C. Miller Ms. MRIC L. R. Kimmer