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0 Lorillard Marketing Database Reports Including Response Data January,1999 Data received thru December, 1998 Prepared by: epsilon. V0 L89fi98

0 Report #5: Area Smoker Distribution Franchise see report #1 Competitive see report #1 Report #6: Lorillard Region Penetration Franchise see report # 1 Competitive see report # 1 Report #7: Current Brand by Source Purchased List Smoker who originated from a purchased list. Lorillard Promotion Smoker who originated from a Lorillard promotion. Phone Smoker who originated from a telephone survey. ConsumerAffairs Smoker who originated from contacting Lorillard's consumer affairs. Report #9: Lorillard brand recency Survey Smoker responded to a survey in that year showing that they smoke the brand. Origin Smoker was posted to the database in that year and smokes that brand. Report #11: Lorillard brand coupon redeemer recency 199X Coupon Redeemers Smoker who redeemed at least one Lorillard coupon in that year. Report #12: Lorillard brand coupon redeemers frequency X Coupons redeemed The number of coupons redeemed in a particular year. GO189t98 1/18/99

Discount Smokers whose brand is any of the following: Alpine, American, Basic, Best Value, Bristol, Cambridge, Class A, Doral, Magna Monarch, Montclair, Pyramid, Raleigh, Richland, Riviera, Special 10, Vicory Report #3: Age and gender cross tabs for overall database Male see report #1 Female see report #1 Age 21-24 Year of birth= 1974-1977 or Age = 21-24 Age 25-34 Year of birth= 1964-1973 or Age = 25-34 Age 35-49 Year of birth= 1949-1963 or Age = 35-49 Age 50-64 Year of birth= 1934-1948 or Age = 50-64 Age 65+ Year of birth= 1900-1933 or Age = 65+ Report #4: Database state distribution Franchise see report #1 Competitive see report #1 Known Age Year of birth = 1900-1976 or Age 21-99 Known Tar Level Smoker's current type is one of the following: Full flavor/regular, medium/mild, lights, ultra low tar/ultra lights, or non-filter. M89M 1/18199

_6 Lorillard Report Definitions The following are explanations of the language used in the attached standard reports. Report #1: Overall Database View Male The smoker has one of the following situations: - Both gender based on first name and gender based on source are Male - Gender based on first name is Male and gender based on source is Unknown - Gender based on source is Male and gender based on first name is Unknown - Overlayed gender is Male and gender based on source or first name is NOT Fern Female The smoker has one of the following situations: - Both gender based on first name and gender based on source are Female - Gender based on first name is Female and gender based on source is Unknown - Gender based on source is Female and gender based on first name is Unknown - Overlayed gender is Female and gender based on source or first name is NOT M Franchise Smoker with any of the following Lorillard brands for current brand: Harley Davidson, Kent, Max, Newport, Satin, Style, Triumph, True, Maverick Sp Old Gold ompetitive Smokers whose current brand is not any of the above franchise brands. With Phone Numbers Any smoker with a valid phone number. Report #2: Count of smokers arranged by Lorillard competitive sets Franchise Smoker with any of the following Lorillard brands for current brand: Harley Davidson, Kent, Max, Newport, Satin, Style, Triumph, True, Maverick Sp Old Gold ompetitive A listing of brands considered to be competitors of the Lorillard brand listed on the left side of the page. 50L89t98 1118/99

Report #7: Current brand by source Report Universe: Good, mailable smokers Competitive Brana's Purchased Lorillard Phone Consumer Brand List % Promotion % Surve % Affairs % Total % Vantage 72,677 77.14% 19,246 20.43% 2,294 2.43% 2 0.00% 94,219 100.00% Viceroy Rich 1 0.37% 271 99.63% 0 0.00% 0 0.00% 272 100.00% Viceroy 18,377 80.63% 3,163 13.88% 1,251 5.49% 1 0.00% 22,792 100.00% VirginiaSlims 135,177 82.43% 24,304 14.82% 4,488 2.74% 13 0.01% 163,982 100.00% Winston 441,521 80.50% 92,359 16.84% 14,579 2.66% 30 0.01% 548,489 100.00% Worth 40 66.67% 20 33.33% 0 0.00% 0 0.00% 60 100.00% Yours 62 75.61% 20 24.39% 0 0.00% 0 0.00% 82 100.00% Total Competitive 3,196,196 82.29% 575,749 14.82% 111,813 2.88% 342 0.01% 3,884,100 100.00% Note: Percents are calculated by total brand OZE89t9$ Page 13 1118/99

Report #1: Overall Database View Address status Current Update % of Database Last Update % of Database % Change Total Change Good, mailable smokers ~ 5,766,010 81% 5,762,990 81% 0.05% 3,020 Do not mail 103,130 1% 115,850 2% -12.33% (12,720) Incomplete address 1,218,205 17% 1,217,906 17% 0.02% 299 Total database 7,087,345 100% 7,096,746 100% -0.13% (9,401) Gender - good, mailable Male 2,295,100 40% 2,294,437 40% 0.03% 663 Female 2,866,817 50% 2,865,171 50% 0.06% 1,646 Unknown 604,093 10% 603,382 10% 0.12% 711 Total database 5,766,010 100% 5,762,990 100% 0.05% 3,020 Current brand - good, mailable Franchise 1,562,529 27% 1,562,989 27% -0.03% (460) Competitive 3,885,676 67% 3,885,833 67% 0.00% (157) Unknown 317,805 6% 314,168 5% 1.14% 3,637 Total database 5,766,010 100% 5,762,990 100% 0.05% 3,020 Phone Number With phone numbers 4,016,810 70% 4,016,109 70% 0.02% 701 Without phone numbers 1,749,200 30% 1,746,881 30% 0.13% 2,319 Total database 5,766,010 100% 5,762,990 100% 0.05% 3,020 Age Known Age 4,371,212 76% 4,371,569 76% -0.01% (357) Unknown Age 1,394,798 24% 1,391,421 24% 0.24% 3,377 Total Database 5,766,010 100% 5,762,990 100% 0.05% 3,020 % 8n89t98 eps7on Page 1 1/18199

0 Report #2: Count of smokers arranged by Lorillard competitive sets Report Universe: Good, mailable smokers Lorillard Brand Count Competitive Brand Count Old Gold 52,965 Maverick Specials 2,613 Style 29,640 All other Franchise 36,722 Note: Above counts are for good mailable addresses only 206,344 340,448 1,875 84,109 68,245 7,252 Camel Full Flavor Non Menthol Kings & 100 50,541 Camel Lights Menthol & Non Menthol Kings & 100 53,323 Camel Ultra Lights Non Menthol 100 • 950 All Discount Full Flavor Non Menthol Kings & 100 19,877 All Discount Lights Menthol & Non Menthol Kings & 100 108,155 All Discount Ultra LIghts Non Menthol 100 6,612 Total 947,731 Marlboro Full Flavor Non Menthol Kings & 100 Marlboro Lights Menthol & Non Menthol Kings & 100 Marlboro Ultra Lights Non Menthol 100 W inston Ful I Flavor Non Menthol Kings & 100 Winston Lights Non Menthol Kings & 100 Winston Ultra Lights Non Menthol 100 Marlboro Full Flavor Menthol & Non Menthol Kings & 100 276,961 Marlboro Lights Menthol & Non Menthol Kings & 100 340,448 Winston Full Flavor Non Menthol Kings & 100 84,109 Winston Lights Menthol & Non Menthol Kings & 100 92,119 Camel Full Flavor Non Menthol Kings & 100 50,541 Camel Lights Menthol & Non Menthol Kings & 100 53,323 All Discount Full Flavor Menthol & Non Menthol Kings & 100 39,997 All Discount Lights Menthol & Non Menthol Kings & 100 108,155 Total 1,045,653 Misty Full Flavor Menthol & Non Menthol 100 199 Misty Lights Menthol & Non Menthol 100 13,196 Capri Full Flavor Menthol & Non Menthol 100 918 Capri Lights Menthol & Non Menthol 100 3,434 Virginia Slims Full Flavor Menthol & Non Menthol 100 11,458 Virginia Slims Lights Menthol & Non Menthol 100 23,011 Benson & Hedges Full Flavor Menthol & Non Menthol 100 21,043 Benson & Hedges Lights Menthol & Non Menthol 100 20,498 Salem Slims Lights Menthol 100 1,145 Total 94,902 W L ML' 7 l) Page 3 1/18/99

Repor Current brand by source Report niverse: Good, mailable smokers Franchise Brands Purchased % of Lorillard "/u of Phone °/u of Consumer "/u of Brand List Total Promotion Total Survey Total Affairs Total Total % Harley Davidson 654 4.89% 12,641 94.43% 27 0.20% 64 0.48% 13,386 100.00% Kent 21,844 3.37% 620,008 95.62% 5,775 0.89% 813 0.13% 648,440 100.00% Maverick Specials 45 1.82% 2,420 98.02% 2 0.08% 2 0.08% 2,469 100.00% Max 1,841 14.18% 10,948 84.32% 35 0.27% 160 1.23% 12,984 100.00% Newport 187,660 37.69% 305,468 61.35% 1,698 0.34% 3,107 0.62% 497,933 100.00% Old Gold 11,965 ' 22.76% 36,699 69.82% 3,660 6.96% 240 0.46% 52,564 100.00% Satin 974 12.43% 6,724 85.79% 75 0.96% 65 0.83% 7,838 100.00% Style 2,662 7.31% 33,497 92.02% 81 0.22% 163 0.45% 36,403 100.00% Triumph 394 13.77% 2,408 84.17% 10 0.35% 49 1.71% 2,861 100.00% True 9,341 3.25% 276,824 96.24% 1,218 0.42% 259 0.09% 287,642 100.00% Total Franchise 237,380 15.19% 1,307,637 83.69% 12,581 0.81% 4,922 0.32% 1,562,520 100.00% Note: Percents are calculated by total brand. Competitive Brands Purchased Lorillard Phone Consumer Brand List % Promotion % Surve % Affairs % Total % Alpine 3,807 48.65% 3,646 46.59% 370 4.73% 2 0.03% 7,825 100.00% American 1,208 73.39% 430 26.12% 8 0.49% 0 0.00% 1,646 100.00% Barclay 2,730 64.66% 1,147 27.17% 344 8.15% 1 0.02% 4,222 100.00"/n Basic 65,087 93.20% 4,689 6.71% 59 0.08% 3 0.00% 69,838 100.00% Belair 5,853 52.09% 4,458 39.67% 924 8.22% 2 0.02% 11,237 100.00% Benson & Hedges 99,697 71.67% 31,700 22.79% 7,699 5.53% 7 0.01% 139,103 100.00% Best Value 136 70.10% 54 27.84% 4 2.06% 0 0.00% 194 100.00% Blues 1 2.44% 39 95.12% 0 0.00% 1 2.44% 41 100.00% Bristol 2,846 72.00% 1,065 26.94% 42 1.06% 0 0.00% 3,953 100.00% ; ~ ~89t~98 ~ Page 9 1118/98

Report #6 L•lard region penetration Franchise Competitive % on Database Total U.S. Database Franchise Competitive Penetration Known with Known with Known with Known Region Population(18+) Population Brands Brands Index A e 18+ A e 18+ A e 18+ ?&e 01 7,635,715 378,505 110,386 253,285 1.69 266,246 91,616 174,668 70.34°/u 02 8,873,229 312,834 123,208 168,202 1.20 224,513 108,243 116,297 71.77% 03 7,146,455 150,679 36,943 105,190 0.72 109,828 32,558 77,280 72.89% 04 6,842,026 185,173 41,437 134,217 0.92 147,135 35,783 111,356 79.46% 05 6,160,651 118,685 23,960 88,975 0.66 92,382 21,304 71,080 77.84% 06 6,715,030 314,416 78,041 220,941 1.60 234,644 68,621 166,044 74.63% 07 6,640,571 247,901 45,565 189,864 1.28 202,355 44,323 158,036 81.63% 08 6,681,329 169,437 31,192 127,539 0.87 134,539 30,334 104,212 79.40% 09 6,685,542 122,702 26,383 87,344 0.63 92,188 25,883 66,312 75.13% 10 8,077,285 320,008 123,072 178,524 1.35 249,381 104,881 144,514 77.93% I 1 7,148,041 194,625 64,182 119,547 0.93 160,788 59,840 100,952 82.61 % 12 7,340,326 248,441 40,462 196,575 1.16 204,310 40,520 163,807 82.24°/u 13 7,330,699 200,024 30,833 156,198 0.93 145,823 31,417 114,417 72.90% 14 10,427,955 162,943 43,403 110,862 0.53 122,277 36,939 85,340 75.04% 15 13,754,876 193,817 52,367 130,084 0.48 133,967 43,818 90,155 69.12% 16 10,407,736 120,977 41,621 72,088 0.40 89,369 34,943 54,430 73.87% 17 8,801,940 257,977 80,377 159,605 1.00 201,782 75,593 126,200 78.22% 18 6,892,813 248,580 76,250 157,609 1.23 199,561 66,822 132,751 80.28% 19 9,187,644 206,947 45,873 150,337 0.77 153,414 41,039 112,379 74.13% 20 10,231,244 372,261 138,921 210,090 1.24 272,341 117,514 154,877 73.16% 21 8,682,938 499,607 132,908 346,936 1.97 338,943 106,245 232,751 67.84% 22 5,339,406 111,456 22,332 82,689 0.71 92,012 21,727 70,292 82.55% 23 8,000,459 298,756 75,598 207,572 1.28 242,966 69,616 173,367 81.33% 25 6,192,405 159,899 33,294 116,300 0.88 124,480 31,365 93,126 77.85% Total 191,196,315 5,596,650 1,518,608 3,770,573 1.00 4,235,244 1,340,944 2,894,643 75.67% Note: Total Franchise and Total Competitive smokers within each region do not equal the entire database- unknown brands are not included. V I, MM Page 8 % Franchise % Competitive with Known with Known ALC AlEe 83.00% 68.96% 87.85% 69.14% 88.13°/n 73.47% 86.36% 82.97% 88.91% 79.89% 87.93% 75.15% 97.27% 83.24% 97.25% 81.71% 98.10% 75.92% 85.22% 80.95% 93.23% 84.45% 100.14% 83.33% 101.89% 73.25% 85.11 % 76.98% 83.67% 69.31 % 83.96% 75.50% 94.05% 79.07% 87.64% 84.23% 89,46% 74.75"/° 84.59% 73.72% 79.94% 67.09% 97.29% 85.01 % 92.09% 83.52% 94.21 °/u 80.07% 88.30% 76.77% 1118199

~ Report#12 Lorillard Brand coupon redeemers frequency Report Universe: Good, mailable smokers 1998 Coupon Redeemers 1 Coupon 2 Coupons 3 Coupons 4 Coupons 5 Coupons Brand Redeemed Redeemed Redeemed Redeemed Redeemed Kent 3,358 4,371 888 994 282 Maverick Specials 15 3 5 0 0 Newport 4,925 5,433 1,824 1,162 95 Old Gold 12 6 2 0 2 Style 1,104 85 45 28 10 True 40 13 10 18 1 Total 9,454 9,911 2,774 2,202 390 1997 Coupon Redeemers 1 Coupon 2 Coupons 3 Coupons 4 Coupons 5 Coupons Brand Redeemed Redeemed Redeemed Redeemed Redeemed Kent Maverick Specials Newport Old Gold Style True Total 6 or more Coupons Redeemed Total 705 10,598 2 25 66 13,505 1 23 25 1,297 2 84 801 25,532 6 or more Coupons Redeemed Total 1,425 15,447 109 287 35 95 17,398 1 9 1 0 0 0 11 2,333 3,235 577 96 4 2 6,247 323 204 601 0 2 1 1,131 16 40 8 1 0 0 65 47 260 19 52 6 6 390 4,145 19,195 1,315 436 47 104 25,242 gz~ggt98 Page 22 1118/99