Proiect SATURN
THE OBJECTIVE OF PROJECT SATURN IS TO ACQUIRE AN
UNDERSTANDING
AND DEFINITION FROM A CONSUMER PERSPECTIVE ON THE
ARRAY OF
PRODUCT TASTE, SENSORY AND PHYSICAL
CHARACTERISTICS THAT WOULD
APPEAL TO AND CREATE PREFERENCE WITHIN VARIOUS
SEGMENTS OF THE
SMOKING POPULATION.
Relative to virtually all other package goods
sectors, the
cigarette market is distinguished by the absence
of unique
product segmentation beyond physical shape, form
and strength.
i.e. filters, K.S., Slims, 100mm, etc. The most
significant
product specific diversion has occurred through
menthols -
currently a declining older female segment.
Historically, strenath or tar level represented
the primary
means of product discrimination. Unfortunately, in
today's
market, this attribute has diminished in
segmentation value.
We have a situation today in which product
differences between
brands within tar segments are more perceptuallv
driven than
real - product uniqueness that is very dependent
on image
communications.
An area of product investigation that has evaded a
meaningful
solution for some time lies in the area of reduced
irritation
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and a better aftertaste. About 20% of smokers
express a desire
for this form of product improvement. While
menthols deliver on
these attributes, they do not represent a
desirable prc:ducc
option for the majority of smokers. An ability to
tam into this
forn of positive sensor-I modification would cater
to t*-e
expressed needs of a relatively large group of
smokers.
Phase I and Phase 11 of the consumer research
exercise were able
to answer the two main areas of investigation
covered by SATURN:
1. To understand more fully the "why's" of new
prcduc=
acceptance as they apply to cigarettes.
2. To determine which new products (tastes cr
aromas) have the
greatest appeal to consumers.
General conclusions are:
I. it is difficult for smokers to accept new
flavours which
differ significantly from what they currently
smoke.
2. The possible benefits which might convince
consumers to
adopt these flavours are mostly in the area of an
"ameliorated" smoke.
Future development for SATU-Rli resides in the
prcduct area. The
main parameters for deve-7cpment would be:
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Zo..
'ean taste gc~ng-in wJ::hcut Ics4ng tobacco taste.
m.
c
no aftertaste or "fresh" aftertaste is acceptable.
I;aht aromatics acceptable if smokers' body odouz
is not
significantly altered.
rapidly dissipating smcke (cl- VISA).
SATURN is not likely to lead to a specific market
entry wizhin
the next three years. However, 4t is to be pursued
as an
important learning exercise on consumer taste
behaviour an-d
product development.
A3/Jc
Febi-aar,
.1 24th, 1989
LP
Z
CD
BATCO CONFIDENTIAL- CATEGORY 1: MINNESOTA TOBACco
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BATC* document for Province of British Columbia 2
November 1999