SECRET
GREEROT / AIRBUS
r'%tt1tud,-r,,2.'-1 Monitor
Product. Concept-Tast
!K9
BATCo document for Province of British Columbia 1
November 1999


1. Tasks and Obiectives
11-,~-ablish-nc an a---ud,'naI 7ior."or on, the
following
subjects:
- switching h4st-ory cognitive dissonance.
- personal health concern
-'tiVity to SOC4al
- s .~ r, s -I I pressure
- product benefit trade-off
- concept responsiveness
- readiness to adopt innovation
The objEctiv--. of the test., was to provide
guidelines for
z
luture product- and concept-develop-ment.
2. Research-Details
I ;.
A total of V`50 int-Erviews was conducted in
Septer.,bEr/
October 111P.S for the attitudinal ronitor with
the following
5122 s7,,.ckErs
11-64 a~x-s-' okm
164
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BATCo document for Province of British Columbia I
November 1999


3. Selected Results
scoD- of the data cathnrgd is ex're7iely wide. The
10 is an atte-Dt 4o c^rrmant s-^Iec~-e4 results
w--,,h 1
1 e' to be of particular relevance to the research
that is to Drovide cuidel-ines for zroduct- and
pt-,~e,,Elopment
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BATCo document for Province of British Columbia I
November 1999


Switchina History / Couitive Dissonance (excerDtS)
kttemots to cuit smokinq
20 % of all smokers interviewed have tried to pit
during the last 12 months.
The main reason for attempting to quit was the
worry
about the personal health and well-being (62 %).
Brand choice prior to the attempt and after the
attempt
chances in the direction of mild- and
ultra-mild-brands.
brand from the prior to quitting after the attempt
segment % %
full-flavour 61
mild 27
ultra-mild 12
unaccounted
51
33
18
4
If the time span for quitting attempts is
broadened to
hat any time" 38 % of smokers have already
attempted to
quit. The worry about the personal health and
well-being
with 41 % of reasons given is by far the most
important.
51 % of all smokers at the time of the interview
certainly wish to quit smoking.
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BATCo document for Province of British Columbia 1
November 1999


Makina a ciqarette more attractive than the
current own
brand
70 % of smokers can imagine a future cigarette
more
attractive than their current brand. Of these 60 %
can
imagine a more attractive cigarette, only 10 %
more
attractive advertising or packaging.
For the cigarette 23 % would find a less harmful
cigarette more attractive and 22 % a cigarette
with
lower deliveries which still has sufficient taste.
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BATCo document for Province of British Columbia 1
November 1999


2. Health-Concern (excerpts)
All respondents are highly concerned about
environmental
pollution. Non-smokers even more than smokers.
On a scale from 1 = I am not at all concerned to 7
= I
am very concerned, smokers rate the fact that they
smoke
cigarettes with 3.8 slightly below the average. 37
% of
all smokers give their concern above the average
rating
of 4.
Smokinq and diseases
40 % of smokers agree to the statement that in the
main
certain diseases are definitely caused by smoking.
30 %
select the more qualified statement that smoking
may
cause certain diseases in certain circumstances or
in
combination with other factors.
The most important factors named by all
respondents are:
stress / nervousness 27 %
air-pollution/
environmental pollution 22 %
malnutrition 20 %
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BATCo document for Province of British Columbia I
November 1999


43 % of smokers rate themselves to be fairly
concerned
about the diseases associated with smoking. 25 %
are
unsure and 26 % are either fairly or definitely
unconcerned.
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BATCo document for Province of British Columbia 1
November 1999


Tobacco components and health
50 % of smokers rate tar to be definitely harmful.
43 %
consider tar to be probably harmful at high
consumption
levels. A high consumption level for smokers
interviewed
is more than 19.3 cigarettes per day.
37 % of smokers rate nicotine to be definitely
harmful.
53 % consider it probably harmful at high
conSUDtiOn
levels which are given here as more than 17.4
cigaretttes per day.
87 % rate carbon monoxide to be definitely harmful
or
probably harmful at more than 17.2 cigarettes per
day.
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BATCo document for Province of British Columbia I
November 1999


Del'-7ery Fiqures
50 % of smokers interviewed have a knowledge
about-
tE:-deliveries. The lowest tar-delivery is given
to be
3.4. mg as an average value with 43 % giving
figures
be:veen 1 mg and 7 mg. The highest tat-delivery is
given
as '7.3. mg with 47 % giving figures between 12 mg
and
25 no.
The lowest acceptable level of tar personally can
not hi
by 65 % of smokers. In the remaining group 13
Gi7z. values between 1 mg and 5 mg and 21 % values
bEJ en 6 mg and 10 mg. The most important reason
for
t.~_: figure quoted is to maintain taste.
For the lowest nicotine-delivery 46 % give figures
be".Veen 0.1 and 0.8 mg with an average value of
0.3 mG.
Fc: t-he highest nicotine-delivery 36 % give
figures
be-Ae-en 0.8 mg and 2.0 mg with an average value
of I.q.
1 C.
2,/-- of smokers interviewed can not answer the
question
afft--- the lowest acceptable level of nicotine.
20 % gi-Ta
f-'-,-es between 0.1. ing and 0.5 mg. 13 % give
figures
bE-.Oz-en 0, 6 mg and 1, 0 mg.
BATCo document for Province of British Columbia 1
November 1999


In finding the typical level of nicotine for
cErtain
tar-groups about 50 % of stokers can not do this
for a
12 mg or a 5 mg tar-cigarette. 64 % of smokers are
unable to name a nicotine-figure for a 1 mg tar-
cigarette. The rest establish the combinations as
follows:
12 mg tar / 1.0 mg nicotine
5 ig tar / 0.6 mg nicotine
1 mg tar 10.3 mg nicotine
BATCo document for Province of British Columbia 1
November 1999


3. Personal Health
On a scale of 1 = very unconcerned to 7 = very
concerned
smokers, ex-smokers and non-smokers expressed very
different levels of concern regarding
passive-smoking.
smokers 2.0
ex-smokers 3.6
non-smokers 4.3
37 % of smokers expressed a higher concern than
the average
value of 4 about the number of cigarettes that
they smoke.
Only improved self-confidence in a social
gathering and an
easier way of making contact with other people as
well as
stoking as a help against stress and tiredness are
accepted
benefits of smoking to which more than 50 % of
smokers
agree.
The effects of tar and nicotine on the body are
relatively
well-known by smokers. 55 % give descriptions of
health
aspects for tar, 52 % give descriptions of
health-aspects
for nicotine. For nicotine the most important
descriptions
are
harmful/poisonous 18 %
effect on blood-pressure 19 %
getting used to it/addiction 17 %
BATCo document for Province of British Columbia 1
November 1999


Smokers generally agree on the possibility to
differentiate
between cigarettes by the amount of tar and the
amount of
nicotine. On differentiation by tar and
nicotine-quality
there is an overall distribution of roughly
35 % who do not know
30 % who say 'yes"
35 % who say "no"
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BATCo document for Province of British Columbia 1
November 1999


3. Sensitivity to Social Pressure (excerpts)
All respondents are agreed that there is social
pressure on
cigarette-smokers.
16 % of smokers find the current discussion about
smoking
in Germany appropriate and think it should even be
increased. 64 % of smokers find the current
discussion
appropriate but do not think it should be
increased.
54 % of smokers believe that cigarette-smoke in
the air can
harm the health of non-smokErs. 30 % of smokers
agree to
this under certain circumstances. Circumstances
under which
this could be true are:
badly ventilated rooms 57
too many smokers among non-smokers 42 %
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BATCo document for Province of British Columbia I
November 1999


Behind the current discussion on smoking there are
4 main
reasons. On a scale of 1 = is one of the main
reasons to 4
is no reason at all
smoking harms the health of the smokers 1.6
smoking harms the health of non-smokers 1.7
the amount of smoke in rooms 1.7
the irritation of the smoke 2.1
These figures are given by all respondents. The
smell of
the smoke 2.5, the debris left by the smoker 2.9
and the
negative image of smokers themselves 3.0 are
significantly
less important.
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BATCo document for Province of British Columbia I
November 1999


The most important source of pressure is medical
advice.
The media and legislated restrictions are
significantly
less important as the source of pressure.
The percentage of smokers amongst the
adult-population is
estimated to be 48.4 % and is estimated to
diminish to 38.1
% in 10 years time.
42 % of smokers expect increased social pressure
in 10
years time.
48 % of smokers think that the allegation that
smoking is
harmful to the smoker will be generally
substantiated. The
allegation that cigarette-smoke in the air can
harm the
health of non-smokers will be substantiated
according to 38
% of smokers and will still be debated according
to 44 %.
50 % of smokers expect cigarettes 10 years from
now to be
much the same as today. For the 50 % which see
improvements
or legal restrictions lower delivery figures and
less side-
stream are the most important factors.
For the passive-smoke there is no clear cut
distinction
between the general smoke in the room, the
ex-haled smoke
from the smoker and the side-stream smoke from the
cigarette.
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BATCo document for Province of British Columbia I
November 1999


4. Product-Benefit Trade-Off (excerpts)
In order to reduce the harmful effects of smoking
smokers
consider the reduction of the quantities of tar
and
nicotine to be most important. 93 % of smokers
consider the
reduction of tar to be either very or partially
effective.
90 % consider the reduction of nicotine to be very
or
partially effective. The emphasis here is for both
measures
on very effective.
In contrast the emphasis for changing the paper or
changing
the filter technology, altering the quality of
tobacco or
altering the quality of the tar is on the partial
effectiveness of these measures. Taking the
ratings very
effective or partially effective together we find
large
majorities for these steps:
changing the paper or the filter
effective 69
changing the quality of the tobacco
effective 57
changing the quality of the tar
effective 78
If asked to design the ideal cigarette smokers put
a high
importance on taste-quality and satisfaction but
nearly the
same importance on a low amount of tar.
BATCo document for Province of British Columbia I
November 1999


For a cicarette having these desired
characteristics
consumers state that they would be willing to pay
on
average DM 0,43 more per pack (statEment of intent
under
research conditions).
The information about a completely new cigarette
combining
taste-quality and very low delivery figures could
best be
given by the family-doctor or research-scientists.
information from friends would also be believed by
the
majority. But large proportions would be sceptical
about
information coridrig fro-m the government, the
media or in the
last place from cigarette-manufacturers.
Faced with a fixed set of alternatives to tackle
the
health-risks of smoking 43 % of smokers believe
that this.
should be done by reducing the amount of tobacco
and
modifying the quality of the tobacco.
30 % believe that the health-risk can already be
tackled by
only -modifying the quality of the tobacco. 10 %
beheVE
that thilis can only be done by reducinc the
amount of
tobacco. 17 % believe that none of the three
alternatives
will work.
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BATCo document for Province of British Columbia I
November 1999


5. Concept i.:sponsiveness (excerpts)
84 % of smokers declare themselves interested
enough to try
a new cicarette with good taste and satisfaction
but very
low tar- and nicotine-figures and reduced
side-stream. But
they also state that they would not continue to
smoke it if
the taste of the new cigarette is not as good as
that of
their current own brand. 12 % of smokers would go
on
smoking t'_le new cigarette even if the taste
would not be
quite as good as the taste of their current brand.
59 % of Smokers rate a product with 1 mg tar and
0,8 ma
nicotine to be unusual. 80 % can name benefits for
such a
cigarette. The most important benefit is that the
cigarette
is less harmful and therefore better for your
health which
is named by 50 %. 58 % see disadvantages in such a
cigaretta as well. kmong the possible problems 33
% give
the most important problems for such a cigarette
as less
taste, flavourless, too mild.
BATCo document for Province of British Columbia 1
November 1999


6. Readiness to Adopt Innovation (excerpts)
8 % of smokers rate themselves to be among the
first to
t.ry new products in general. 57 % wait for
reactions o-f
e:--rly users before trying a new product
themselves
(ceneral statement). 35 % need a personal
conviction of
te new product's advantages before trying it.
Ncn-smokers, ex-smokers and smokers are agreed
that
heKth issue is the most important aspect for the
dE7elopment of new cigarettes. Smokers give nearly
tL-La
SEMe importance to taste and satisfaction to the
smokEr
aS a development objective. All other aspects are
s-unificantly behind these two. The least
importance is
pu,L- on all aspects of visual appearance of the
cigarett-ra
Ed EVen less on packaging size, shape and
structure.
A*; groups of respondents are agreed that the
irritation
o- the smoke is more important in the development
thE:
the amount of smoke going into the environment.
At the end of the interview all respondents were
askei
to classify themselves into one life-style group.
The
L_,_Iecrent life-style groups were represented by
a nur-.-=.r
0-1 V-1sual examples.
BATCo document for Province of British Columbia I
November 1999


The most important life-style group for smokers is
the
enjoyment orientated EGOCENTERED-group. We find 33
% of
smokers in this group. In this group the high
importance
given to consumption as enjoyment of life is the
most
important factor. Within this group of the
EGOCENTERED
there are three sub-groups:
10 % of smokers are really Superficial
4 % are concentrating on their friends in all
aspects of their behaviour
19 % are withdrawing from society because they
feel threatened
26 % of smokers are CHANGED-people. They escape
from the
restrictions of society into a fantasy life. In
general
they deal with current reality in a cynical and
contemptuous way. A very good education, a large
number of
hobbies and the desire not to conform are the
important
characteristics of these people.
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BATCo document for Province of British Columbia 1
November 1999


In the conservative group with strong moral
principles we
find 11 % of smokers but 17 % of ex-smokers. In
the groups
of
people with materialistic attitude with 12
with a political left-wing motivation 9
and with an enterprising spirit 7 %
The representation of the smokers corresponds to
the
percentages for the other groups
Overall the majority of smokers is concentrated in
the two
groups of the EGOCENTEFB- 33 % and the
CHANGED-people 26%.
BATCo document for Province of British Columbia 1
November 1999


SECRET
GREENDOT/AIRBUS
Conclusions from the kttitudinal Monitor in
Germany
1. Personal health-concern is found with a large
part
of German smokers today. This concern motivates
them to
take definitive steps like trying to stop smoking.
If we
should be able to propose an improved and credible
way for
reducing health concern we could activate a large
potential
of smokers.
2. The majority of smokers also has been persuaded
that their
own tobacco-smoke is not only annoying to the
non-smoker
but also harmful for him. If by an improved
solution
measured against today's cigarettes we could
defuse the
social and personal conflict of the smoker, we
could also
activate a large potential.
3. Reducing the health-risks connected with
cigarette-smoking
is the focal point for making nEW cigarettes
attractive to
the sioker. The smoker retains the wish to find in
such a
cigarette a volume of taste, sufficient for the
individual.
In comparison to the possible innovation in the
product-
field, innovations in packaging and advertising
have a
significantly smaller potential.
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BATCo document for Province of British Columbia 1
November 1999


4. For the majority of smokers there is no clear
cut
connection between nicotine and taste in the form
of
definitive analysis figure combinations.
5. Tar and nicotine are both classified as
harmful. For
nicotine the classification "harmful" is used more
often in
conjunction with a high daily consumption rate.
Seen on
this background a cigarette with a very low
tar-figure but
a high nicotine-figure is rated to be interesting,
but this
concept will need a lot of explanation.
6. The concept of nicotine and tar of different
qualities is
new for German smokers. 1/3 of them already agrees
to the
possibility of differentiation by nicotine and
tar-quality.
7. Today's smokers regard passive-stoke not only
as annoying
for the non-smokers. A large majority of them even
think
that they harm the non-smokers' health. We must
adapt to
this state of mind of our smokers. On the one hand
the
scientific debate about passive-smoking must be
continued,
on the other hand we must give a higher priority
to the
modification of our cigarettes in order to reduce
this
Droblem. Consumers make no difference whatsoever
in the
sources of E.T.S.. All groups of respondents agree
that
they want the irritation of the smoke to be
reduced at the
first priority but they put nearly the same
importance on
the reduction of the total quantity of smoke.
BATCo document for Province of British Columbia 1
November 1999


8. There is general agreement that tar- and
nicotine
fizura.S should be reduced to reduce health-risks.
9. A cigarette-company needs an endorsement from
medical
sc _nce or at least from a proportion of family
doctors- for
a c-Igarette with reduced health risk. The
credibility of
the industry and of cigare t te -advert is ing is
relatively low
in this context. German smokers give us a very
limited
sBace for trade-offs.
10. Thuey want lower figures, they want less
health-risk but
thley also want to retain today's volume of taste.
If a
C.4arette does not offer sufficient taste then for
the
large majority of smokers the act of smoking has
lost its
purDOSe.
ON
BATCo document for Province of British Columbia 1
November 1999


GREENDOVAIRBUS
h attempt to define research objectives from the
Attitudinal
Monitor's results
1. The consumers give the highest priority to a
cigarette
which combines lower figures and therefore less
health risk
with today's volume of taste. If we look at
different sub-
groups of smokers such a cigarette should combine
the usual
amount of taste and usual amount of nicotine with
lowest
tar-amount possible. ks a final objective we can
define
three different cigarettes
(1) 0,8 mg nicotine, I mg tar with a taste-volume
acceptable for today's full-flavor-s,r,okers
(2) 0,5 /0,6 7ng nicotine, I mag tar with a taste-
volune acceptable for today's 7mild-sTokers
Q~ C,,3 !-;,a ricot-inn., 1 -a tar witt, a
tast-e-volur.,e.
acceptabila lor today's ultra-Indid-siokirs
As an, iriter-;!ediate coal we si-tou"Id ai- to
o::--r 'or each
GrO11D a Ciaarettu- Com
...binina Food tastc it-h the respec'~ivzz
+. ~,~ S_
n, cotirE-ricure d L. - poss-'1z ;-ar :,cur--
a r, aliest
ror the full-flavor-variant we find here the final
obj~.ctllve of GREENDOT.
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BATCo document for Province of British Columbia I
November 1999


1 : w= ragard tar-quantity as given we should look
from a
dilffc-ren.t- perspective into the question how
the quality of
~.ar could ba. changed.
We have seer, that consumers accept "The washing
of tobacco"
as a possible process for reducing har-mful
Substances. Even
if such a process alone would not have the desired
efficiency the process could nevertheless serve as
a
consumer explanation for other quality-chances in
tar which
we either could not or would not want to explain
in detail.
J. We miust look again at the total issue. of
E.T.S.-reduction.
3
19
From, the research-results we have a clear cut
ranking of
smiokers' priorities:
M reductilon of irritation of the srnoke
(21~ reduction of the total sne,oke-quantity
We can not proceed only along the
quantity reduction as Exe-1plified
niust respect the snolrers' wish,
CigarEtt:_ Which is VEry closed in
conventional product and nevertne'
route of the tobacco-
in the C'PRTCE-cigarette
'L*!Ia'L he wants to retain a
for-,!Et to his
ess has reduced E.T. S. .
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BATCo document for Province of British Columbia I
November 1999


4. Fro- i3er7a,-j T,.arkzt4ng Point Of VJAW t*-2re
is a
for s,~ccess fful -miarketing of GRE-2-1DOT in the
Gerrnan
Do Markcz t . FrV,,7.-, the rEs*dl ts we can not s
ea. a chanc
o-, ui-v ?-,arka--ng an 'HBUS type product.
Howevar.
We takz into consideration that Reynolds is
workinc on
,. ...L I - - -
PREF-EP, aid will probably rE7,,,.ain active in
this field e-iz-n
fail in their 'first attam,Dt. While concen"ratinc
on
t~e ~.eveiop-,Ent of GREENDOT this means that we
mmust alS:
c 0 r"I" nue research into kIRBUS type products.
This resea-rch
shou-i have trie objective of generating the
cons~r,,Er
benEfit-S Of an AIRBUS type product in order to
use these
benz-:its in the improvem....ent of our own
products in the
dir=.,.-Ion of a smaller health-risk.
The r.:.search has shown that for the time being
German
smokers want to retain the--'Ir norral cigarette.
We must
cor,-z'!,-,.r7,.,. to our consumers in this
respect and therefore w.z
rec:77erid to cive a hiCliEr or-ori'-y
-dcc ass f u I
I L to the s
dEVE-C-,0a71:n[ 07 a mErketable
GREENDO'.-`-cigarette. than to E7
y p e p r o d u c t .
Januiry 17th, 1939
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BATCo document for Province of British Columbia 1
November 1999