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LORILLARD PRODUCT "ACTION STANDARDS" FEBRUARY 19,1998 96 G76 6 ~ 9 8

LORILLARD PRODUCT "ACTION STANDARDS" BRAND PACKINGS PROPOSED ACTION STANDARDS NEWPORT PARENT 100'S/BOX I. FRANCHISE AMONG NEWPORT PARENT 100'S/BOX SMOKERS, MALES AND FEMALES 21-34 YEARS OF AGE, SIGNIFICANT OVERALL PREFERENCE VERSUS ALL 100'S/BOX COMPETITIVE MENTHOL SMOKERS (KOOL, SALEM, MARLBORO MENTHOL). II. COMPETITION AMONG ALL COMPETITIVE 100'S/BOX SMOKERS (KOOL, SALEM, MARLBORO MENTHOL) MALES AND FEMALES 21-34 YEARS OF AGE, NEWPORT PARENT 100'SBOX MUST REPRESENT THE LEADING MENTHOL TASTE IN THE CATEGORY. PREVIOUS ACTION STANDARDS I. FRANCHISE SIGNIFICANT PREFERENCE AGAINST KOOL 100'S (FEMALES 18-34). II. COMPETITION AT PARITY OR BETTER OVERALL AND ON KEY ATTRIBUTES VERSUS KOOL 100'SBOX AMONG KOOL 100'S/BOX SMOKERS (FEMALES 18-34). 2 86L~6~}8

LORILLARD PRODUCT "ACTION STANDARDS" BRAND PACKINGS PROPOSED ACTION STANDARDS NEWPORT PARENT KSBOX I. FRANCHISE AMONG NEWPORT PARENT KS/BOX SMOKERS, MALES AND FEMALES 21-34 YEARS OF AGE, SIGNIFICANT OVERALL PREFERENCE VERSUS ALL KS/BOX COMPETITIVE MENTHOL SMOKERS (KOOL, SALEM, MARLBORO MENTHOL). II. COMPETITION AMONG ALL COMPETITIVE KS/BOX SMOKERS (KOOL, SALEM, MARLBORO MENTHOL) MALES AND FEMALES 21-34 YEARS OF AGE, NEWPORT PARENT KS/BOX MUST REPRESENT THE LEADING MENTHOL TASTE IN THE CATEGORY. PREVIOUS ACTION STANDARDS I. FRANCHISE SIGNIFICANT PREFERENCE AGAINST KOOL KS (MALES/FEMALES 18-34). II. COMPETITION AT PARITY OR BETTER OVERALL AND ON KEY ATTRIBUTES VERSUS KOOL KS AMONG KOOL KS SMOKERS (MALES/FEMALES 18-34). 1 L6&t66Z`,'8

LORILLARD PRODUCT "ACTION STANDARDS" BRAND PACKINGS PROPOSED ACTION STANDARDS NEWPORT LIGHTS KS/BOX I. FRANCHISE AMONG NEWPORT LIGHTS KSBOX SMOKERS, MALES AND FEMALES 21-34 YEARS OF AGE, SIGNIFICANT OVERALL PREFERENCE VERSUS MARLBORO MENTHOL LIGHTS KS/BOX II. COMPETITION AMONG MARLBORO MENTHOL LIGHTS KS/BOX SMOKERS, MALES AND FEMALES 21-34 YEARS OF AGE, PARITY OR BETTER ON OVERALL ACCEPTANCE AND ON KEY ATTRIBUTES VERSUS MARLBORO MENTHOL LIGHTS KS/BOX PREVIOUS ACTION STANDARDS I. FRANCHISE SIGNIFICANT PREFERENCE AGAINST SALEM LIGHTS KS (MALES/FEMALES 18-34). II. COMPETITION AT PARITY OR BETTER OVERALL AND ON KEY ATTRIBUTES VERSUS SALEM LIGHTS KS AMONG SALEM LIGHTS KS SMOKERS (MALES/FEMALES 18-34). 3 66G~6Z98

LORILLARD PRODUCT "ACTION STANDARDS" BRAND PACKINGS PROPOSED ACTION STANDARDS NEWPORT PARENT SLIM I. FRANCHISE SLIM 120'S MENTHOL 120'S AMONG NEWPORT SLIM MENTHOL 120'S SMOKERS, FEMALES 25-49 YEARS OF AGE, SIGNIFICANT OVERALL PREFERENCE VERSUS VIRGINIA SLIMS 120'S MENTHOL. II. COMPETITION AMONG VIRGINIA SLIMS MENTHOL 120'S SMOKERS, FEMALES 25-49 YEARS OF AGE, PARITY OF BETTER ON OVERALL ACCEPTANCE AND ON KEY ATTRIBUTES VERSUS VIRGINIA SLIMS MENTHOL 120'S. PREVIOUS ACTION STANDARDS NONE NONE 5 ~O2 Z6Z98

LORILLARD PRODUCT "ACTION STANDARDS" BRAND PACKINGS PROPOSED ACTION STANDARDS KENT PARENT 100'S I. FRANCHISE MAINTAIN CURRENT PERFORMANCE OVERALL AND ON KEY ATTRIBUTES AND MEASURES. KENT NM KS/BOX I. FRANCHISE GOLDEN MAINTAIN CURRENT PERFORMANCE LIGHTS OVERALL AND ON KEY ATTRIBUTES AND MEASURES. PREVIOUS ACTION STANDARD3 I. FRANCHISE ' SIGNIFICANT PREFERENCE AGAINST MARLBORO LIGHTS (MALES/FEMALES 35-49 YEARS OF AGE). II. COMPETITION AT PARITY OR BETTER OVERALL AND ON KEY ATTRIBUTES VERSUS MARLBORO LIGHTS AMONG MARLBORO LIGHTS SMOKERS (MALES/FEMALES 35-49). I. FRANCHISE SIGNIFICANT PREFERENCE AGAINST MERIT (MALES/FEMALES 35-49). II. COMPETITION AT PARITY OR BETTER OVERALL AND ON KEY ATTRIBUTES VERSUS MERIT AMONG MERIT SMOKERS (MALES/FEMALES 35-49). 8 V08Z6Z98

LORILLARD PRODUCT "ACTION STANDARDS" BRAND PACKINGS PROPOSED ACTION STANDARDS NEWPORT LIGHTS 100'S/BOX I. FRANCHISE LIGHTS AMONG NEWPORT LIGHTS 100'SBOX SMOKERS, FEMALES 21-34 YEARS OF AGE, SIGNIFICANT OVERALL PREFERENCE VERSUS MARLBORO MENTHOL LIGHTS 100'S/BOX. II. COMPETITION AMONG MARLBORO MENTHOL LIGHTS 100'S/BOX SMOKERS, FEMALES 21-34 YEARS OF AGE, PARITY OF BETTER ON OVERALL ACCEPTANCE AND ON KEY ATTRIBUTES VERSUS MARLBORO MENTHOL LIGHTS 100'SBOX. PREVIOUS ACTION STANDARDS 1. FRANCHISE SIGNIFICANT PREFERENCE AGAINST SALEM LIGHTS 100'S (FEMALES 18-34). IL COMPETITION AT PARITY OR BETTER OVERALL AND ON KEY ATTRIBUTES VERSUS SALEM LIGHTS 100'S AMONG SALEM LIGHTS 100'S SMOKERS (FEMALES 18-34). 4 O0,01Z6Z98

LORILLARD PRODUCT "ACTION STANDARDS" BRAND PACKINGS PROPOSED ACTION STANDARDS KENT III 100'S/BOX I. FRANCHISE MAINTAIN CURRENT PERFORMANCE OVERALL AND ON KEY ATTRIBUTES AND MEASURES. TRUE NM KS/BOX I. FRANCHISE NM 100'S/BOX MAINTAIN CURRENT PERFORMANCE MENTHOL KS OVERALL AND ON KEY ATTRIBUTES MENTHOL 100'S AND MEASURES. PREVIOUS ACTION STANDARDS I. FRANCHISE SIGNIFICANT PREFERENCE AGAINST MERIT ULTRA (MALES/FEMALES 35-49). II. COMPETITION AT PARITY OR BETTER OVERALL AND ON KEY ATTRIBUTES VERSUS MERIT ULTRA AMONG MERIT ULTRA SMOKERS (MALES/FEMALES 35-49). I. FRANCHISE SIGNIFICANT PREFERENCE AGAINST MERIT ULTRA (MALES/FEMALES 35-49). 11 LC8ZbZ98

LORILLARD PRODUCT "ACTION STANDARDS" BRAND PACHINGS PROPOSED ACTION STANDARDS NEWPORT SLIM LIGHTS I. FRANCHISE SLIM 120'S MENTHOL 120'S AMONG NEWPORT SLIM LIGHTS MENTHOL 120'S SMOKERS, MALES AND FEMALES 25-49 YEARS OF AGE, SIGNIFICANT O VERALL PREFERENCE VERSUS MISTY LIGHTS MENTHOL 120'S. II. COMPETITION AMONG MISTY LIGHTS MENTHOL 120'S SMOKERS, FEMALES 25-49 YEARS OF AGE, PARITY OF BETi'ER ON OVERALL ACCEPTANCE AND ON KEY ATTRIBUTES VERSUS MISTY LIGHTS MENTHOL 120'S. NEWPORT SLIM LIGHT I. FRANCHISE SLIM MENTHOL 100'S MAMAIN CURRENT PERFORMANCE LIGHTS BOX OVERALL AND ON KEY ATTRIBUTES AND MEASURES. PREVIOUS ACTION STANDARDS NONE NONE NONE 6 ~OH6Z98

LORILLARD PRODUCT "ACTION STANDARDS" BRAND PACKINGS PROPOSED ACTION STANDARDS NEWPORT LIGHTS MENTHOL I. FRANCHISE STRIPES 100'S BOX MAINTAIN CURRENT PERFORMANCE OVERALL AND ON KEY ATTRIBUTES AND MEASURES. LIGHTS NM I. FRANCHISE 100'S BOX MAINTAIN CURRENT PERFORMANCE OVERALL AND ON KEY ATTRIBUTES AND MEASURES. KENT PARENT KS/BOX I. FRANCHISE MAINTAIN CURRENT PERFORMANCE OVERALL AND ON KEY ATTRIBUTES AND MEASURES. PREVIOUS ACTION STANDARDS NONE NONE I. FRANCHISE SIGNIFICANT PREFERENCE AGAINST MARLBORO LIGHTS (MALES/FEMALES 35-49 YEARS OF AGE). II. COMPETITION AT PARITY OR BETTER OVERALL AND ON KEY ATTRIBUTES VERSUS MARLBORO LIGHTS AMONG MARLBORO LIGHTS SMOKERS (MALES/FEMALES 35-49). 7 HH6Z98