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National Product Opinion Panel (Npop) Product Test Results Update Doral Menthol Lights 100mm (Number 1295)

Date: 18 Nov 1998
Length: 12 pages
98756457-98756468
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Type
Chart/Graph/Table
Author
Day, D.K.
Recipient
Deaton, W.R.
Copied
Benson, S.
Graham, H.
Harper, K.
Jessup, T.
Jones, L.
Jones, T.
Mccarthy, K.
Orlowsky, M.
Pasheluk, A.
Smith, S.
Spell, R.
Telford, G.
Thach, C.
Vaughan, V.
Williams, D.
Young, J.
Named Organization
Natl Product Opinion Panel
PM, Philip Morris
RJR, R.J.Reynolds
Roper, Roper Org
Brand
Doral
Basic
Gpc
Marlboro
Maverick
Newport

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Page 1: vev53c00
APPENDIX RE: NPOP PRODUCT TEST RESULTS UPDATE DORAL MENTHOL LIGHTS 100MM (#1295)
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Appendix Exhibit B Summary of Positive Perceptions of Update Doral Menthol Lights 100MM vs. Comparison Brands Strength Just Right Menthol Just Right Tobacco Just Right M/T Balance Just Right Harshness Not Harsh Tasting Proportion 0% 25% 50% 75% 100°/a Strength Just Right Menthol Just Right Tobacco Just Right M/T Balance Just Right Harshness Not Harsh Tastin High/low range of z 63% 52% 64% 51 % 75% comparison brands z 45% 36% 49% 45% 55% Update Doral Menthol Lights 100MM  45% 45'/0 46% 45% 51% Previous Doral Menthol Lights 100MM • 45% 36% * 49% 45% 55% Maverick Menthol Lights 100MM 63%* 45% 59%* 49% 71 %" Newport Lights 100MM 59%* 45% 64%* 46% 67%* Marlboro Menthol Lights 10oMM 56%* 52% 63%* 51 % 75%* " Significantly different from Update Doral Menthol Lights 100MM at the .95 confidence level. t Update and Previous Doral Menthol Lights 100MM are at the same point. 99V 97G2 6 Doral Menthol Lights 100MM (#1295) Low Tar Menthol 100MM Smokers - October, 1998
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Appendix Exhibit B (continued) Summary of Positive Perceptions of Update Doral Menthol Lights 100MM vs. Comparison Brands Bitterness Not Bitter Aftertaste None/Pleasant Smoothness Smooth (8-10) Refreshment Refreshing (8-10) Sweetness Just Right Proportion o% 25% 50% 75% 100% Bitterness Not Bitter Aftertaste None/Pleasant Smoothness Smooth (8-10) Refreshment Refreshing (8-10) Sweetness Just Right High/low range of I 84% 80% 57% 46% 64% comparison brands I 73% 71% 39% 37% 47% Update Doral Menthol Lights 100MM  72% 68% 43% 38% 48% Previous Doral Menthol Lights 100MM • 73% 71% 39% 37% 47% Maverick Menthol Lights 100MM 84%* 76% 57%* 46% 55% Newport Lights 100MM 74% 71% 53%* 42% 62%* Marlboro Menthol Lights 100MM 75% 80%* 54%* 42% 64%* * Significantly different from Update Doral Menthol Lights 100MM at the .95 confidence level. Doral Menthol Lights 100MM (#1295) Low Tar Menthol 100MM Smokers - October, 1998 L9tq5G86
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APPENDIX EXHIBIT C DISTRIBUTION OF RATINGS INTO SATISFACTION SEGMENTS DORAL MENTHOL LIGHTS: LOW TAR MENTHOL 100MM LOW TAR MENTHOL 100MM SMOKERS Update Doral Menthol Lights 100MM Previous Doral Menthol Lights 100MM Maverick Menthol Lights 100MM Newport Lights 100MM Marlboro Menthol Lights 100MM BASE: Total (252) (231) (222) (231) (233) Mean overall satisfaction rating 6.7 6.2* 6.8 6.7 7.1** Distribution of ratinas into satisfaction segments Hlgh satisfaction (8-10) 46% 37%* 50% 47% 52%"" Medium satisfaction (5-7) 37 36 35 33 34 Low satisfaction (1-4) 17 27* 16 20 14 Significantly different from Update Doral Menthol Lights 100MM at the .95 confidence level. Directionally different from Update Doral Menthol Lights 100MM at the .80 confidence level. Update Doral Menthol Lights 100MM (#1295) tested 10/98 Previous Doral Menthol Lights 100MM (#1155) tested 6/96 ~ Maverick Menthol Lights 100MM (#1048/49) tested 3/98 ~ Newport Lights 100MM (#1249/50) tested 7197 ` 7 Marlboro Menthol Lights 100MM (#1116) tested 4797 'll"t C1 4~, Ol tb Doral Menthol Lights 100MM (#1295) Low Tar Menthol 100MM Smokers - October 1998
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EXHIBIT 2 DIRECTIONAL RATINGS DORAL MENTHOL LIGHTS: LOW TAR MENTHOL 100MM LOW TAR MENTHOL 100MM SMOKERS Update Doral Menthol Lights 100MM Previous Doral Menthol Lights 100MM Maverick Menthol Lights 100MM Newport Lights 100MM Marlboro Menthol Lights 100MM BASE: Total (252) (231) (222) (231) (233) Strength of Taste Too mild 13% 10% 17% 17%** 20%* Just right 45 45 63* 59* 56* Too strong 42 45 19* 24* 25* Menthol Taste Too mild 37 45** 41 46* 39 Just right 45 36* 45 45 52** Too strong 18 19 14 9* 9* Tobacco Taste Too mild 19 15 22 16 15** Just right 46 49 59* 64* 63* Too strong 35 36 18* 19* 22* Menthol/Tobacco Balance Just right 45 45 49 46 51** Not right 55 55 51 54 49** Needs more menthol taste 41 42 37 42 38 Needs more tobacco taste 21 16** 16** 14* 11* Harshness of Taste Not harsh tasting at all 51 55 71* 67* 75* Too harsh tasting 48 45 29* 33* 25* Bitterness of Taste 110 Not bitter at all 72 73 84* 74 75 co Bitter tasting 28 27 16* 25 25 --1 Aftertaste cs~ v~ No/pleasant aftertaste 68 71 76** 71 80* r No aftertaste 66 67 75* 69 78* C"' Pleasant aftertaste 3 4 2 2 2 Unpleasant aftertaste 27 24 21** 22** 19* Table continues ~ Doral Menthol Lights 100MM (#1295) Low Tar Menthol 100MM Smokers - October 1998
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EXHIBIT 1 MEAN OVERALL SATISFACTION RATINGS DORAL MENTHOL LIGHTS: LOW TAR MENTHOL 100MM LOW TAR MENTHOL 100MM SMOKERS Update Doral Menthol Lights 100MM Previous Doral Menthol Lights 100MM Maverick Menthol Lights 100MM Newport Lights 100MM Marlboro Menthol Lights 100MM # # # # # Total 6.7 6.2* 6.8 6.7 7.1 `* RJR 7.2 6.1* 6.6** 7.0 7.0 PM 6.3 NA 6.5 6.2 7.3* Male 6.6 6.3 6.5 7.3 6.7 Female 6.8 6.1* 6.9 6.6 7.2`* 21 - 29 years*** 7.1 5.7** 6.6 7.7 7.4 30 - 44 years 6.9 6.2* 6.9 6.5 6.8 45+ years 6.4 6.3 6.9 6.5 7.2* NA Significantly different from Update Doral Menthol Lights 100MM at the .95 confidence level. Directionally different from Update Doral Menthol Lights 10oMM at the .80 confidence level. Caution: Some comparisons are against cells of less than 50 respondents. Not included as a banner point in the Roper data. Update Doral Menthol Lights 100MM (#1295) tested 10/98 Previous Doral Menthol Lights 100MM (#1155) tested 6/96 Maverick Menthol Lights 100MM (#1048/49) tested 3198 Newport Lights 100MM (#1249/50) tested 7197 Marlboro Menthol Lights 100MM (#1116) tested 4/97 Doral Menthol Lights 100MM (#1295) Low Tar Menthol 100MM Smokers - October 1998
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Appendix Exhibit A (continued) Mean Overall Satisfaction with Update Doral Menthol Lights 100MM vs. Comparison Brands (By Age) Scale of Mean Ratings 4.0 5.0 6.0 7.0 8.0 9.0 Total 21-29 Yrs*** 30-44 Yrs 45+ Yrs HighAow range of = 7.1 7.7 6.9 7.2 com arison brands = 6.2 5.7 6.2 6.3 Update Doral Menthol Lights 100MM  6.7 7.1 6.9 6.4 Previous Doral Menthol Lights 100MM • 6.2 * 5.7 6.2 * 6.3 Maverick Menthol Lights 100MM 6.8 6.6 6.9 6.9 Newport Lights 100MM 6.7 7.7 6.5 6.5 Marlboro Menthol Lights 100MM 7.1 7.4 6.8 7.2* Significantly different from Update Doral Menthol Lights 100MM at the .95 confidence level. *"' Caution: Some comparisons are against cells of less than 50 respondents. Doral Menthol Lights 100MM (#1295) Low Tar Menthol 100MM Smokers - October, 1998 59tq5L8b
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interoffice MEMORANDUM TO: W.R. Deaton e I/ , i _ November 18, 1998 FROM: D.K. Day RE: NATIONAL PRODUCT OPINION PANEL (NPOP) PRODUCT TEST RESULTS UPDATE DORAL MENTHOL LIGHTS 100MM (#1295) This reports on the National Product Opinion Panel (NPOP) product test results for Update Doral Menthol Lights 100MM (#1295) among Low Tar Menthol 100MM smokers. BACKGROUND Doral Menthol Lights 100MM, an established discount RJR brand, last tested in the panel in June 1996, was tested in the panel to determine if there have been any changes in perceptions relative to the scores from the previous test. Data for the Current Doral Menthol Lights 100MM product is compared with the Previous Doral Menthol Lights 100MM test (June 1996). Additional comparisons have been made to the most recent tests for Maverick Menthol Lights 10oMM, Newport Lights 100MM and Marlboro Menthol Lights 100MM. Basic Menthol Lights 100MM and GPC Menthol Lights 100MM, key discount competitors in this segment, were not included in this analysis, because they were last tested in 1994 and it is felt that the age of the data would prevent relevant comparisons: the two products will be updated at the first available opportunity. See below for test dates and product specifications. Level of Com arison Date Tested Brand R&D Sample # (Low Tar Menthol 100MM) Tar Ct. m Nicotine Level m Menthol Level % Test Product 10/98 _ Update Doral Menthol Lights 100MM #1295 10 0.7 0.66 Previous 6/96 Previous Doral Menthol Lights 100MM #1155 11 0.8 0.66 Key Lorillard 3/98 Maverick Menthol Lights 100MM #1048/49 8 0.7 0.58 Key Lorillard 7/97 Newport Lights 100MM #1249/50 11 0.9 0.48 Competition 4/97 Marlboro Menthol Lights 100MM #1116 10 0.8 0.53 CONCLUSIONS Although Update Doral Menthol Lights 100MM's overall satisfaction improved significantly relative to its Previous assessment, the taste profile of the Update product has changed very little, showing improvement only in the menthol taste. Given the consistent sensory taste profile, there does not appear to be a definitive "sensory" cause for the improved satisfaction rating.
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Appendix Exhibit A Mean Overall Satisfaction with Update Doral Menthol Lights 100MM vs. Comparison Brands (By Manufacturer and Gender) Total RJR PM Male Female Scale of Mean Ratings -~ • .~ 7.0 8.0 9.0 Total RJR PM Male Female High/low range of I 7.1 7.0 7.3 7.3 7.2 comparison brands I 6.2 6.1 6.2 6.3 6.1 Update Doral Menthol Lights 100MM  6.7 7.2 6.3 6.6 6.8 Previous Doral Menthol Lights 100MM • 6.2" 6.1 * NA 6.3 6.1 '" Maverick Menthol Lights 100MM 6.8 6.6 6.5 6.5 6.9 Newport Lights 100MM 6.7 7.0 6.2 7.3 6.6 Marlboro Menthol Lights 100MM 7.1 7.0 7.3'` 6.7 7.2 * Significantly different from Update Dora4 Menthol Lights 100MM at the .95 confidence level. NA Philip Morris subgroup is not included as a banner point in the Roper data. Doral Menthol Lights 100MM (#1295) tOl4 9 GZ8 6 Low Tar Menthol 1 00MM Smokers - October, 1998 4.0 5.0 6.0
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Update versus Previous Dora! Menthol Lights 100MM Panel Tests Update Doral Menthol Lights 100MM profiles as similar to the Previous product, with one notable exception: the panel finds Update Doral Menthol Lights to be significantly more appealing in terms of menthol taste, which may, in fact, drive the greater overall satisfaction seen for Update (mean of 6.7 vs. 6.2). (See Exhibits 1& 2) • Panelists find the menthol taste of Update Doral Menthol Lights 100MM significantly more appealing relative to Previous (45% vs. 36% "just right"), possibly due to directionally fewer mentions of "too mild" menthol taste (37% vs. 45%). The more appealing menthol taste appears to drive greater satisfaction, particularly among regular smokers of RJR brands (7.2 vs. 6.1), female smokers (6.8 vs. 6.1) and panelists 30 -44 years old (6.9 vs. 6.2). (See Exhibits 1& 2) Update Dora! Menthol Liphts 100MM versus Competitive Panel Tests Although Doral Menthol Lights 100MM has a sensory profile that is distinct from Maverick Menthol Lights, it earns a similar overall satisfaction rating (6.7 vs. 6.8 mean rating). Compared to Maverick Menthol Lights 100MM, Doral Menthol Lights 100MM profiles as harsher tasting, stronger tasting and less smooth tasting. (See Exhibits 1& 2) • Relative to Maverick Menthol Lights 100MM, Doral Menthol Lights 100MM is perceived to be less appealing in terms of strength of taste (42% vs. 19% "too strong") and tobacco taste (35% vs. 18% "too strong"). Doral is also perceived as significantly harsher tasting (48% vs. 29% "too harsh tasting and significantly less smooth tasting (6.5 vs. 7.3 mean rating) than Maverick Menthol Lights 100MM. (See Exhibits 1& 2) When compared to scores for Newport Lights 100MM, Update Doral Menthol Lights produces a parity satisfaction rating (6.7 vs. 6.7 mean rating), which may be the result of a slightly stronger menthol taste relative to Newport. • Update Doral Menthol Lights 100MM is perceived to be significantly stronger than Newport Lights 100MM on an overall basis (42% vs. 24% "too strong") and in terms of tobacco taste (35% vs. 19% "too strong"). The Update Doral product is also seen as significantly harsher tasting (48% vs. 33% "too harsh tasting") and directionally less smooth (6.5 vs. 7.0 mean rating) than Newport Lights 100MM. And, although the menthol taste perceptions of the two products are similar in terms of "just right" ratings (45% vs. 45%), panelists do perceive Doral's menthol taste as less mild than Newport's (37% vs. 46% "too mild"). (See Exhibits 1& 2) Relative to Marlboro Menthol Lights 100MM, Update Doral Menthol Lights 100MM profiles as significantly too harsh tasting (48% vs. 25%) and too strong tasting overall (42% vs. 25%) as well as on menthol (18% vs. 9% too strong) and tobacco taste (35% vs. 22% too strong). In addition, panelists find Update Doral Menthol Lights significantly less smooth tasting (mean rating of 6.5 vs. 7.2). This profile earns a directionally lower mean overall satisfaction rating for Update Doral Menthol Lights 100MM (6.7 vs. 7.1) relative to Marlboro Menthol Lights 100MM ratings. (See Exhibits 1&2) 2

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