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National Product Opinion Panel (Npop) Product Test Results Newport Medium Kings Box Prototype (Number 1305/06) - Low Tar Menthol Panel

Date: 03 Dec 1999
Length: 11 pages
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Type
Chart/Graph/Table
Author
Benson, S.R.
Recipient
Harper, K.
Copied
Coggins, N.
Deaton, B.
Graham, H.
Jessup, T.
Jones, L.
Jones, T.
Lindsley, V.
Orlowsky, M.
Pasheluk, A.
Preddy, A.
Smith, S.
Spell, R.
Stevens, L.
Telford, G.
Thach, C.
Vaughan, V.
Williams, D.
Young, J.
Named Organization
Bw, Brown & Williamson
Natl Product Opinion Panel
PM, Philip Morris
RJR, R.J.Reynolds
Roper, Roper Org
Brand
Newport
Camel
Kool
Marlboro
Salem

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Page 1: tgk62d00
6 APPENDIX RE: NPOP PRODUCT TEST RESULTS NEWPORT MEDIUM KINGS PROTOTYPE (#1305/06)
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APPENDIX EXHIBIT C DISTRIBUTION OF RATINGS INTO SATISFACTION SEGMENTS NEWPORT MEDIUM KINGS PROTOTYPE: MEDIUM TAR MENTHOL ICINGS LOW TAR MENTHOL IOPiGS SMOKERS Newport Medium Kings Prototype Newport Lights Kines Marlboro Menthol Lights Kings Salem Lights Kin s Camel Lights Menthol Kines Kool Mild Kines BASE: Total (204) (225) (148) (147) (123) (153) Mean overall satisfaction ratin¢ 6.7 6.6 6.8 6.5 6.4 6.6 Distribution of ratings into satisfaction seements High satisfaction (8-10) 46% 39% 45% 40% 38%* 44% Medium satisfaction (5-7) 34 44* 37 38 43 39 Low satisfaction (1-4) 20 17 18 22 19* 17 Significantly different from Newport Medium Kings Prototype at the .95 confidence level. Newport Medium Kings Prototype (# 1305/06) tested 11/99 Newport Lights Kings (# 1202/03) tested 6/99 Marlboro Menthol Lights Kings (#1443) tested 10/97 Salem Lights Kings (#1003) tested 1/97 Camel Lights Menthol Kings (# 1237) tested 7/97 Kool Mild Kings (#1252) tested 7/96 Newport Medium Kings Prototype (#1305106) Low Tar Menthol Kings Smokers - November 1999
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EIHIBIT 2 (continued) DIRECTIONAL RATINGS NEWPORT MEDIUM KINGS PROTOTYPE: MEDIUM TAR MENTHOL IONGS LOW TAR MENTHOL IQNGS SMOKERS Newport Medium Kings Prato e Newport Lights Kings Marlboro Menthol Lights Kines Salem Lights Kinirs Camel Lights Menthol Kiues Kool Mild Kings BASE: Total (204) (225) (148) (147) (123) (153) Refreshment Mean Refreshment of Taste (#) 6.3 6.3 6.5 6.3 6.2 6.5 Distribution of Refreshment of Taste Ratings High refreshment (8-10) 37% 36% 34% 33% 31% 39% Medium refreshment (5-7) 40 43 48 49 49 43 Low refreshment (1-4) 23 21 18 18 20 18 Significantly different from Newport Medium Kings Prototype at the .95 confidence level. Newport Medium Kings Prototype (#1305/06) tested 11/99 Newport Lights Kings (#1202/03) tested 6/99 Marlboro Menthol Lights Kings (#1443) tested 10/97 Salem Lights Kings (#1003) tested 1/97 Camel Lights Menthol Kings (#1237) tested 7/97 Kool Mild Kings (41252) tested 7/96 Newport Medium Kings Prototype (#1305/06) Low Tar Menthol Kings Smokers - November 1999
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EXIIIBIT 2 DIRECTIONAL RATINGS NEWPORT MEDIIIM KINGS PROTOTYPE: MEDIUM TAR MENTHOL KINGS LOW TAR MENTHOL KINGS SMOKERS . Newport Medium Kings Proto e Newport Lights Kines Marlboro Menthol Lights Kin2s Salem Lights Kin¢s Camel Lights Menthol Kines Kool Mild Kines BASE: Total (204) (225) (148) (147) (123) (153) Stren2th of Taste Too mild 27% 28% 23% 33% 27% 17%* Much too mild 6 6 4 3 4 2* Somewhat too mild 21 21 18 30 23 15 Just right 46 47 54 42 46 50 Too strong 27 25 23 25 25 32 Somewhat too strong 23 22 20 20 23 24 Much too strong 3 2 3 5 2 8* Menthol Taste Too mild 50 51 37* 33* 46 35* Much too mild 16 13 6* 7* 8* 10 Somewhat too mild 34 38 31 26 38 25 Just right 41 38 50 42 45 49 Too strong 9 11 13 25* 9 17* Somewhat too strong 9 8 11 19* 6 12 Much too strong 0 2 2 6* 3 5* Tobacco Taste Too mild 19 25 21 27 24 22 Much too mild 3 3 3 6 3 4 Somewhat too mild 16 22 18 21 21 18 Just right 55 56 68* 57 60 60 Too strong 27 19* 11* 16* 15* 19 Somewhattoostrong 22 15 11* 13* 12* 15 Much too strong 5 4 0* 3 3 4 Menthol/Tobacco Balance Just right 49 44 56 44 51 52 co Not rieht 51 56 44 56 49 48 cS~ Needs more menthol taste 42 40 28* 28* 31* 27* r.~ Needs more tobacco taste 16 21 18 28* 20 22 w co Table continues. Newport Medium Kings Prototype (#1305/06) Low Tar Menthol Kings Smokers - November 1999
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EXHIBIT 2 (continued) DIRECTIONAL RATINGS NEWPORT MEDIUM KINGS PROTOTYPE: MEDIUM TAR MENTHOL KINGS LOW TAR MENTHOL KINGS SMOKERS Newport Marlboro Camel Medium Newport Menthol Salem Lights Kool Kings Lights Lights Lights Menthol Mild Proto e Kines Kings Kines Kines Kin2s BASE: Total (204) (225) (148) (147) (123) (153) Harshness of Taste Not harsh tasting at all 60% 64% 59% 65% 57% 61 Too harsh tasting 40 36 41 35 43 39 A little too harsh tasting 30 30 30 30 35 29 Much too harsh tasting 10 6 11 5 8 10 Bitterness of Taste Not bitter at all 70 73 69 80* 74 75 Bitter tasting 30 27 30 20* 26 24 A little bitter 26 23 29 18 23 20 Very bitter 4 4 1 2 3 4 Aftertaste No/pleasant aftertaste 72 70 73 66 66 73 No aftertaste 69 68 68 65 66 70 Pleasant aftertaste 3 1 5 1 0* 3 Unpleasant aftertaste 24 26 20 27 25 19 Veryunpleasant 6 3 6 5 3 4 Somewhat unpleasant 18 23 14 22 21 15 Smoothness of Taste Mean Smoothness of Taste (#) 6.9 7.0 6.9 6.6 6.6 6.8 Distribution of Smoothness of Taste Ratin2s High smoothness (8-10) 50% 47% 46% 39%* 44% 46% Medium smoothness (5-7) 33 41 40 44* 38 36 Low smoothness (1-4) 17 11 14 17 18 18 00 Table continues . C;\ CJl N W t~ Newport Medium Kings Prototype (#1305/06) Low Tar Menthol Kings Smokers - November 1999
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5 cc: N. Coggins V. Lindsley S. Smith C. Thach B. Deaton Dr. T. Jones R. Spell D. Williams H. Graham M. Orlowsky L. Stevens V. Vaughan T. Jessup A. Pasheluk G. Telford J. Young L. Jones A. Preddy
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4 SALES PERFORMANCE-LOW TAR MENTHOL CATEGORY SALES PERFORMANCE (12 Months Ending September 1999) Low Tar Menthol Category Volume Change Vs. YAG Share of Market S( OM) SOM PointO Chanee vs. YAG Total Industry -9.94 100 -- Low Tar Menthol Category -8.96 9.82 +0.11 Low Tar Menthol Kings Segment -6.29 4.05 +0.16 Full Price Low Tar Menthol Kings -3.52 3.07 +0.20 Full Price Low Tar Menthol Kings Box +10.83 1.66 +0.31 Newport Lights Kings -3.26 0.66 +0.04 Newport Lights Kings Box +1.71 0.47 +0.05 Marlboro Menthol Lights Kings +11_13 0.79 +0.15 Marlboro Lights Kings Box +13.05 0.70 +0.14 Salem Lights Kings* -13.17 0.67 . -0.02 Camel Menthol Lights Kings -13.46 0.12 ±0.00 Kool Mild Kings -18.53 0.48 -0.05 Marlboro Mild 83 B M * Includes Salem Soft Pack and Slide Box. -15.31 0.00 f0.00 > Volume for the Low Tar Menthol category decreased proportionally to the total industry overall (-8.96 vs. -9.94 overall) while SOM increased (+0.11 points) to 9.82% for the 12 months ending September 1999. > Volume in the Low Tar Menthol Kings segment, with a market share of 4.05%, declined at a slower rate than the total Low Tar Menthol category (-6.29 vs. -8.96%), while SOM showed growth of +0.16 points. Within this segment, the Full Price brands represent 75% of the segment and showed an increase in share of market of +0.20 points. > Among the Full Price comparison brands reported herein, volume for Newport Lights decreased slightly (-3.26%) while its share increased +0.04 points, to a market share of 0.66% for the 12 months ending September 1999. Salem Lights Kings and Camel Menthol Lights Kings both posted similar decreases in volume (-13.17% and -13.46%) for the 12 months ending September 1999. Marlboro Menthol Lights Kings, with a market share of 0.79%, demonstrated a strong increase in both volume (+11.13%) and market share (+0.15 points) during the same time period. > Kool Mild Kings and Marlboro Mild 83 Menthol Box both showed large drops in volume (-18.53% for Kool and -15.31% for Marlboro) for the 12 months ending September 1999. Kool Milds posted a 0.48% share of market, a -0.05 drop in share points. Marlboro Milds recent sales trend most likely reflects burnoff of initial pipeline inventory.
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EXIIIBIT 1 MEAN OVERALL SATISFACTION RATINGS NEWPORT MEDIUM KINGS PROTOTYPE: MEDIUM TAR MENTHOL KINGS LOW TAR MENTHOL HINGS SMOKERS Newport Medium Kings Proto e Newport Lights Kines Marlboro Menthol Lights Kin¢s Salem Lights Kini=s Camel Menthol Lights Kings Kool Mild Kinas # # # # # # Total 6.7 6.6 6.8 6.5 6.4 6.6 RJR 7.0 6.5 6.6 6.6 6.4 NA PM 6.2 6.7 7.9* NA 6.0* NA Lorillard*** 7.1 7.1 6.0 7.4 6.7 6.6 B & W*** 6.3 6.5 6.2 6.1 6.6 7.3 Male 6.6 6.6 6.8 6.6 6.3 6.6 Female 6.9 6.7 6.7 6.3 6.6 6.5 21 - 34 years 6.8 6.9 7.1 NA 6.1 - NA 35 - 49 yeats 6.4 6.4 6.5 NA 7.0 NA 50+years 7.1 6.7 6.9 NA 5.8* NA * Significantly different from Newport Medium Kings Prototype at the.95 confidence level. *** Caution: Some comparisons are against cells of less than 50 respondents. NA Not included as a banner point in Roper data. Newport Medium Kings Prototype (#1305106) tested 11/99 Newport Lights Kings (# 1202/03) tested 6/99 MarlboroMenthol Lights Kings (# 1443) tested 10/97 Salem Lights Kings (#1003) tested 1/97 Camel Lights Menthol Kings (#1237) tested 7/97 Kool Mild Kings (#1252) tested 7/96 Newport Medium Kings Prototype (#1305/06) Low Tar Menthol Kings Smokers - November 1999
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interoffice MEMORANDUM TO: K. Harper December 3, 1999 FROM: S. Benson WT RE: NATIONAL PRODUCT OPINION PANEL (NPOP) PRODUCT TEST RESULTS NEWPORT MEDIUM KINGS BOX PROTOTYPE (# 1305/06) - LOW TAR MENTHOL PANEL This reports on the National Product Opinion Panel (NPOP) product test results for Newport Medium Kings Box Prototype among Low Tar Menthol Kings smokers. BACKGROUND R&D developed a Newport "Medium" Kings Box Prototype at 12mg tar. This product is positioned as an alternative to Full Flavor competitive brand and/or Newport brand smokers looking for a slightly lighter cigarette but not as light as Newport Lights and for Menthol Lights competitive and Newport Lights smokers looking for a stronger cigarette but not as strong as Full Flavor Newport. Newport Medium Kings Box Prototype was evaluated in the Low Tar Menthol panel in order to assess its acceptance among Low Tar Menthol smokers. The Newport Medium Kings Box Prototype was recently tested in the LoFi Menthol Kings Panel, and a report was issued on November 24, 1999. The findings from these two tests will be compared in this report. Results for Newport Medium Kings Box Prototype are compared with Newport Lights Kings, Marlboro Menthol Lights Kings, Salem Lights Kings, Camel Menthol Lights Kings and Kool Mild Kings. See the following table for test dates and product specifications. Level of Comparison Date Tested Brand R&D Tar Sample # Ct. m Nicotine Level (m¢) Menthol Level % Test Product 11/99 Newport Medium Kings B Proto #1305/06 12 0.8 0.42 Corporate 6/99 Newport Lights Kings -#1202/03 8 0.7 0.46 Competitive 11/97 Marlboro Menthol Lights Kings #1443 10 0.8 0.64 Competitive 1/97 Salem Lights Kings #1003 10 0.8 0.62 Competitive 7/97 Camel Menthol Lights Kings #1237 10 0.8 0.59 Competitive 7/96 Kool Mild Kings #1252 12 1.0 0.70 Based on this comparison set of brands, Newport Medium Kings Box Prototype, with 12 mg tar, falls at the top of the tar level range (8 mg - 12 mg) and with 0.42% menthol falls at the lower end of the range (0.42% - 0.70%) for these menthol lights products.
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2 EXECUTIVE SUMMARY 1. CONCLUSIONS Newport Medium Kings Box Prototype, a "medium" tar product (12 mg tar), produces comparable overall satisfaction to the low tar comparison brands reported herein including Newport Lights and Kool Mild (See Exhibit 1) in the low tar panel. Overall satisfaction with the Newport Medium Kings Box Prototype appears to reflect a taste profile that most closely resembles Newport Lights, a product with lower tar and slightly lower menthol content. This finding suggests the Prototype's taste is perceived as milder than the comparison brands, particularly with respect to the strength of menthol taste (see table on following page and Exhibit 2). Although, on its own merits, the Newport Medium Kings Box Prototype can be considered to have a"balanced" overall strength of taste, Kool Milds, a potentially key competitive brand, is perceived by Low Tar Menthol panelists as providing somewhat stronger menthol taste. Based on these results, MPID recommends a product improvement modification to the Prototype focused on increasing the strength of the menthol taste. 2. PROTOTYPE PERFORMANCE VERSUS NEWPORT'S ESTABLISHED FULL FLAVOR AND LIGHT PRODUCTS In an effort to better understand the Prototype's sensory profile, results from the LoFi Menthol and Low Tar Menthol Newport Medium King Box Prototype panel tests were compared not only to one another, but to the Lorillard brands offered in both the LoFi Menthol and Low Tar Menthol categories. As would be expected, LoFi Menthol smokers are significantly more likely than Low Tar Menthol smokers to rate the strength of taste and tobacco taste of Newport Medium Kings Box Prototype as "too mild tasting". A relatively high percentage of LoFi Menthol and Low Tar Menthol smokers, however, indicate that the Newport Medium Prototype "needs more menthol taste", a finding consistent throughout both tests. In addition, consistently lower mean refreshment of taste ratings may be a result of the too mild menthol taste perceived by both LoFi Menthol and Low Tar Menthol smokers.

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