ORACLE RESEARCH REVIEW PRO~OCOL RESOURCES AND COMMUNICA~fON · PRAC'TITIONER SKILLS I TRAINING PROFILE I REPORTING RESPONSIBILITIES ( RELA'T~IONSHIP 10 DECISION MAKING COMMITTEES · &IENT RE1A~IONSH1PS · COMPUTER LITERAC(, HARDWARE, SOFTWARE ( INTERPRETATION, REPORTING, PRESENTING SKIUS · AGENCY CAPABIIITY(BY VISIT I BUDGET, s YEAR TREND AND PROJEetED I COST EFFICIENCY METHODS SAMPLING, ANALYTICAL PROTOCOLS AND COSTING OF: · REGULAR MARKET MONITORING · PRODUCTIPREfERENCE TES'FING I SEGMENTATIONIATITODINAI SURVEYS I TO~Al OFFERI'TESt NIARK~'TS · COMMUNICATIONIAD\IERTISING EFFECTIVENESS I PRODUCT OUA1ITY PERCEPtlON I PRICING RESEARCH I RETAIL CENSUS AND SALES AUDIT ( QUALITATIVE AND ADHOC RESEARCH OEVEI.OPNIENT REQUIREMENTS I 'TRAINING I RESOURCINGIBUDGEII 1 SUCCESSION PLANNING · HARDWAREISOFPEIARE · REPORTINGIPRESENTING SKILLS ( METHOD PORTFOLIO o BATCo document for Legal Services : Health Canada 19 May 1999 ORACLE WORKSHOP PROTOCOL IEltRQDUCTORY I PROGRAMME AIMS AND RO1E OF RESEARCH PSYCHOLOGY AND PHARMACOLOGY OF SMOKING PROJECT MANAGEMENT I COMMUNICATION BRIEFING, PLANNING CHOOSING AND MANAGING RESEARCH AGEN#ES QUAlI'TATIVE RESEARCH I PRINCIPLES, STRENGTHS, LIMITATIONS, COSTS ( METHODS ANO MODERAfION TECHNIQUES INTERPRETATION AND REPORTING OF RESULTS ORACLE CONTENT ANALYSIS QUANTITATIVE RESEARCH ( PRINCIPLES, STRENGTHS, LIMITATIONS, COSTS SAMPLING TECHNIQUES, MEMODS I QUESTIONNAIRE DESIGN, ANALYSIS, INTERPRETATION REPORTING AND PRESENTING RESULTS I STATISTICS AND SOFTWARE SYSTEMS METHODS GENERAL CONSUMER SURVEYIMARKET MONITORING I SMOKING AND HEALTH SURVEY I BRAND SWITCHING MODELS ( PRICING RESEARCH (INCL, ORACLE PRICE SENSltlVITYI PRQDUC'f TESTING IINCL, ORACLE PRODUCT SPACE MAPPINI~ · BRAND IMAGE EVALUATION (INCL. ORACLE BRAND MAPPING) · PRODUCT QUAUTY (INa, MIAC1E PROBLEM MTEetlON ANALYSIS) · BRAND QUAUTY (INa, OT(ACLE MULTI~MAPPINGI I ADVERTISING RESEARCH ME'MODS · NAME, PACK, CONCEPT TES'FING ~ TOTAL OFFER ~I~S~ING AND WST LatUNCH TRACKING a ( ORACLE SIMULATED TEST MARKET MODELS I RETAIL CENSUS AND AUDIT w · EVALUATION OF INNOVATION BAT~o document for Legal Services : Health Canada 19 May 1999 o d O o O om o : ~sn., ~F, y ObQ O d 0 J LZ m c O (Ot P O W t m z k z 81 ' H Y W O El t 3O m P Z PI m P 4 O 3 D W 5 O P 3 O O 3XP Oc (Z Z O r JI rBY Z pZ ~ Z q Zu t N 3 z u t mO I ~O ~C t r O I m o o E O ~I qS U f oPo W ~P J I Zw Y J O u(m z0 r a t O lul cr~ (Q 20 P(ICZ(O gl L 0'~~ O IO ae~z r r d OW C a a ~, ~(48 ·O(I~Z( b 0'~~~0 o eC32 e O ~~OIPL " mTOOZ( W B~Co document for legal Seniees : Heath CanPda 19 Yay ~999 EUROPE FAR EAST HOLIAND~J MALAYSIA ~J BELGIUM HONG KONG FINLAND INDONESIA FRANCE SINGAPORE GERMANY AUSTRALIA SWITZERLAND NEW ZEALAND SPAIN SOUTH AMERICA INDIAN SUB CONTINENT BRAZIL i~ INDIA(ITC) )k ARGENTINA BANGLADESH CHILE INDIA (VST) VENEZUE1A J PAKIS~AN J SRI LANKA CENTRAL AMERICA AFRICA COStA RICA ZAIRE t EL SAIVADOR CAMEROON GUA~EMALA~ GHANA' HONDURAS KENYA NICARAGUA MALAWI PANAMA MAURITIUS NIGERIA J SIERRA IEONE UGANDA ZIMBABWE REGIONAL COORDINATION CENTRE k INAUGURAL WORKSHOP VENUE J BATCo document for Legal Senrices : Health Canada 19 May 1999 ORACLE TRAINING AND DEVELOPMENT INDUCTION fffAINING GRACIE1A CUERVO NOBtnA PGCAADO JOHN JAGGER SOUIA CRUZ LOUISA CARPEEITER BAT HONG KONG DICKSON MUTOKA BAT KENYA PHOONG SAN SINGAPORE TOBACCO ca O1IVIER VIRNOT BA't SUISSE OLGA MAYORCA CIGARRERA BIGOTT FRAN NXEDLANA BAT ZIMBABWE SECONDMENT RICARDO OBER1ANDER SOUIA CRU2 PORTFOLIO DESIGN SUOMEN TUPAKKA BAT HONG KONG WD&HO WtllS (AUSTRALIA) CIGARRERA BIGOTT BANGLADESH TOBACCO CO, CEYION TOBACCO CO, BAT KENYA BA~ ZIMBABWE BATCo document for Legal Services : Health Canada 19 May 1999 ORACLE METHOD PE~IIETRAT1ON TO DATE BRAEID PRIQ fESt SPACE I~IQUAUtY hWIKET LWIPING MODEL IIAND ( ( J ( ( J P P J P F ( ,I-I - I P J P YSIA J P KONG P P P I J ( P P SINGAPORE I - I ~ I I I J USTRALIA I NEW ZEALAND J P P J J P ARGENTINA P P P P I1E ( ( ( P VENEZUELA J I I P IA (ItC) P ( P P P J J P cvsn p P I P P P P P P 1ANKA J ( ( P COStA RICA P P P P El SALVAOOR P P P P GUATEMA1A J P HONDURAS P P P GUA I I I P I J P P % IMPLEMENTED (J) 63% 74% 414b 1896 11% O/o PENDING (P) 26% 184b 4B% 63% 30% % NOf APPLIED [I) ~1% 8% 110/0 190~ 5996 EO~BEIOOP BA~TCo document for Legal Services : Health Canada 19 May 1999 alu I~ cn~ "U! a mm m 5 Z c j z P I w w 3 u Y 3 cn P 'I 1 z o 3 w d > O P: m O Y a z g o 3 QI a: re W Q)IL ill r [r Y r 3 z 3 2 IL W fll N C UI 6c:0, ~~; ZO g~m z LL ~LLeZlrOaB Ow (aw a o o Po cn w ru BATCo document for legal Services : Health Canada 19 May 1999 (loe t a Iv\tllOl U~ Dnrca ~ M~n~ual i ~b ~~~ bo/a~_~loGLclUr.~. 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LjCC a r~ E I rci Q) P F~ ·i a c: C 'il E E C O E 00C 1/1 0· m r ~1 o U Ir C cto Q) v, E I/Ic E OO d vi h ~OP3 $ f o E hi BA~Co document for legal Services : Health Canada 19 May 1999 r1 r;j O I S e II I d O I~ O E M1~ Oad O M C o O o= u O M3 Oc F E ao a 'ds E 8 d o U o I~ O " d ad M E oa~ a d k·0 O W O o o d d O ~ k ~ k k M o I I~ R f N Z W BATCa docu~nt for legal Se~ices : Heath Canada 19 Yay ~999 II F E Y c: E Ic~ 3 o tn r3 r vl bl O L'I 1) a, Q 5 Crc~u h k > c~ O O 'il rI " et] pi Z~ cl E b) O d) ~ r ·r3 u E: vl O k u H VI r3 q) O v, O Q) Pi vl iia, R ·c, S ca, CCI O rC d a c E O a, r; O I/I Q) b) O Q) O ~41 vvv ii o "O E~ a, o V1 Y V1 v3 9' n n E~ 47CI~~E ~LiO 03 ~ ~ ~ vl etl,,, a, Olc~ ~ ~ o Li~ V) 1) E: IC· eo Tj O O O c OU x a ~P) Uo ~> g J O BATCo document for legal Services : Health Canada 19 May 1999 d Il of: C'u ~1V3 V) i Q) V1 Q1 C c a t Lr ~3 rJ c3 C~' d~G\"`;'" d 3 ~1I ~~tf~~re eb CJ ~ I I L~i ~a r; E r: V1 '" u V1 O Ei c* (r) I I Lr O\C~C~~CI~ Q) E C3 c; 11 3 UE vl ~I n m vl 3 oL, iD O o er; \O~Or~rire I q) CS f rl r2C I I ·C, E J3 C ) 1 Ivl O 1-- a r~ 1) t~ O '~ P? J vl vl kOV] W Ou e k vl cl O O b) vl g~ ~ 3~~~ I~I nL Oe, o ·c, n FE rj O O O 4Oc~Ur3 c~l~c~ o ~cJ N BATCo document for legal Services : Health Canada 19 May 1999 ba I g r BI~ vl ~ iDgn3OC\ c: L~i/i ~3 ~lnri Onri d d d d~d d $~ C: '~~I·"$ oo q EIF O a OG\r~OO~~ O r; dddc;dd O 3 cF~ C3 O V: ~n #· c3·1 ~n EO Ci~ CIO C C: I= L) V1 EL, O C CCI) e; (3 O E ,~ E vl a s 4gr3rl m s C O O E S · BA~Co document for Legal Services : Health Canada 19 May 1999 V1 aoe n ~cu Ill a) ; ~ X~ QI X O e en E In 1) c 3 u vl d M vl 3L~10 iC~ O n b 3 e c E e rJ v, ~o Y~ ~J c~ t Z oa o 1, o Cv, dm a, L~ a) r: *O k P) O ~O dOC O Olri ~n O c~l\l 0 E~ a) O a) v,lrl O U m P O Z rJ kCO E: O ;z e, 's Zri v, 03 O O L, O a, PO r, ~c; 49 O n 3 ~· C~ a O g U ct O E: b) L~3 v, O a, in n ~" r~ O I, aO c· E c~oY1 OU CQ 1\1 0" " Pi1'3 s oO " O CE k 1 o 9 c d Pv~ V1 E II FJ ev! c: Ocrj r, E v, dS c; Y]O I; V) L~ O J4 6,' YO V)U a 1 c, C O a a 21 E O, ao· c~ b) b) 1 O ~ ~n e: lfl~ c3q) Q O O n L ., r\l L, CQ ~ u3 O V1 O VI~ "Lc~ r: 2 L·1 a - t1303 E ICI E a vl a, 61 a) EPO OY 1`1 CO on a, ao·- : Cl(l ~CO Clr) X4 U a E c: ~ a cl a ~ P1 E.c] G 6,0 Ifl o o rv BATCo document for Legal Services : Health Canada 19 May 1999 I 4 O d f o e Y a e O ~o 0 (j OC ~E C U O 33 E r 4 O O O O d O~ 4 C C) O 0 3 t u V v) a d a EB O o~ O a c ~m 3 3 o 07 L C) 3 EO MOW u a a o · O I d Ea m~ E XO O U o r e 0' 3 d O u P o~ U u u n Y a rj ;O 1 O 'u" C P E Of of 33 3 o 33 O e o d o u E Un a f 0 pe C m L o~ o~ oO L ~·· 3U ed e a oc n ·1 r o o c a EO "C r P 3 e d 1~ 3 a 'e D Dc .!a " I) IJ W d O EQ '" ~ 3 , ~ a Po oo k OP dO· we "" ~B 4" mo ? I Yd 10 a O O 00 O 0' "E E O ee a ,Y np xd et oo 33d ' I o ub E B 6 3 o o 651 rJ 0O O O 0 Xv) OD ed B O O k C 01 C 4~ ~4 Y ~Y ~Y Mu Cp :L te a j O a o r N W P N W O BATCo document for legal Senices : Heath Canada 19 May 1999 f O O Oe Oi~ ·· E Q\ I I I B s O U 3 ~ n E n O O v, t~ vl b r: U 1· F3 (II C·1 V) klE ;n ;n 'si O tll Q, C1 'rl Icl r( k L, L ~ E$I$1h ~Ci O O O V3 I 'Cj 1 5 3 Q) cl c~ c~ Q) Q) O k IrlE rt; ru r3 f ," C ~1 V] Cri ~3 rl Fl *r( E C(1 r3 ~3 ~fj ECE:r( i I &1 I % I I I~ BATCo document for Legal Services : Health Canada 19 May 1999 W 5 w P w cn =, > L" rr co r O Pr~ ~3n: Z V1 e V]"w% cn > 3 Z O OL11X g Pe W BATCo document for Legal Services : Health Canada 19 May 1999 U1 W f P: ~ h9: LL r LL W O O LL W Z W WXLLII) TO C~LLZ ~ r: O O P O 5 O Z nz,,t~ ww~p~ > IP~L~0wcnw ~ ~~m,ywr ce "o~~P~~ (JI oo Zd; I Uf O LL~O 111rew ul O p t 1 P a w O Z W Z a r O E Ir) O c P: L1 ~ Ow5 P m rr, o r~Z ~z wOw~0~ ,, cn m XZ ~~ul ~lu~a~rr Y ZW P lLW EO P: 1L W W 2 P: IO ~~P~Z~ CC I: zZP~Z~ ~~LUWW WILIWCWU, U1 m 2: m O BATCo document for Legal Services : Health Canada 19 May 1999 L~i Z g P Z o O cn iIE· i .I C WI U I a Q o n a t O O r L a a o O d o o OP ~3 Z um 00 P ~a arb P Q r O P P C P IDC W t O W P O 3 t d P z r cr OO( O P r O Z W t Z d :> ~ d if m d Pm 6 I O m I 31 . t L t w ·p O P d > O W m pw ~I r 2 p r p P O > g r O r 3 O O t Ou3O Q m 7 m o P o B~Co doeument for legal Senices : Heagh Canada 19 Yay ~999 SE1PEZ00b BATCo document for Legal Services : Health Canada 19 May 1999 BAf OPERAflNG MARKETS RANKED BY VIRGINIA INTERNATIONAL BRAND VOLUME HONC KONG 5675 AOSTRbWA 3905 SOUTH AFRICA 3191 MALAYSIA 2845 PAXISTAN 2166 eE~WrY 1548 BANCWAESSI 1321 SRf LANKA 1199 NIGERIA 917 F1UV~CE 887 SINGAWRE ' 651 NEW ZEP~LANO 643 PAPtlA NEW C~EA 362 E~IJX ISZIWDS 351 INDONESIA 219 MEXiCO 203 CupRns (GRrm) 198 CAAHA 191 CANARY ISLANDS 172 CA~I~ROUN 142 ~129 SPAIN 12? MAURITIIIS 103 BRAZII~ 97 MALaWI 89 BRUNEI 82 KETBEWLNDS 81 SWITZERLAND 65 ARGENTINA 54 MALTA 53 snc~Iv~:I~,~Jxe~8ot~Rc 49 USA 48 BARBADOS 42 PANABA 32 TRINIDAD 28 VENEZUEtA 26 ZAIRE 25 FINLIVR) 21 ZMBABWE 19 JIU~ACUL 18 SIERRA LEOHE 13 XENYA 12 MACAD 12 CHILE 3 GI~YANA 0 TOTAL OPCO'S 28011 BATCo document for Legal Services : Health Canada 19 May 1999 6 BATCo document for Legal Services : Health Canada 19 May 1999 CRITERIA FOR CAPABILITY ~VA1UA~ION I~~ERNAl, 1, MARKET RESEARCH MANAGER 2, HARDWARE COMPATIBILITY 3, SOFfWARE UTIUTIES 4, GENEFIIC SK1LISIEXPEAIENCE EXtERNAL 1, AGENCY INFRASTRUCTURE 2, EXISTING TOT COMPATIBILITY 3, TOT SOPHIS~ICA'FION LEVEL 4, EXECU'FIVE CAPABIUTY ENVIRONMENT 1, LITERACY 2, PLACEMENT CAPABILITY 3, ADVERTISING EENVIRONMENf 4, MATERIALS PREPARMION CAPABILITY 'RANTING SCALE 1 I VERY POOR 2*POOR 3p FAIR 4 E GOOD 5=EXCEUENf --- BATCo document for Legal Services : Health Canada 19 May 1999 7 BATCo document for Legal Services : Health Canada 19 May 1999 s_u~a~m_c~n~ IRANKED BY INTERNATIONAL VA VOLUME) INTERNAL U(fERNAL ENVIRONMENT TO~AI HONG KONG 35 4 4 318 AUSfRAUA 4,5 4,5 4,5 4,5 SOUTH AFRleA 3 3 4 3,3 MALAYSIA 4 4 4,5 4,2 FAKISTAN 2 3,5 3 2,8 GERMANY 4,5 5 5 4,8 BANGLADESH 4 2,5 3 3,2 SRI LANKA 3,5 3 3,5 3,3 NIGERIA 2,5 2 3,5 2.7 FRANCE 3 5 4 4,0 SINGAPORE ' 315 4 2 3,2 NEW ZEALAND 4 4 3 3,7 PAPUA 3 1 1 1,7 NEW GUINEA FIJI 3 1 1 1,i INDONESIA 4 2 3,5 3,2 MEXICO 1 2 3 2,0 CYPRUS 2 2 3,5 2,5 GHANA 2 2 3 2,3 CANARIES 2 1 4 213 CAMEROON 2 2 2,5 2,2 CANADA 4,5 5 4 4,5 SPAIN 2 315 4 3,2 BATCo document for legal Services : Health Canada 19 May 1999 O O fv BATCo document for Legal Senrices : Health Canada 19 May 1999 SUMMARY OPERATING COMPANY CAPABILITY (RANKED BV INTERNATIONAL VA VOLUME) INTERNAL EXTERNAL ENVIRONMENT TOfAl. MAUAIIIUS 2 1 1 1,3 BRAZIL 4,5 4,5 4 4,3 MA1AWI 2 2 2 2,D· BRUNEI 3 2 4 3,0 NEDERLANDS 4,5 5 4 4,5 SWITZERLAND 4 4 4,5 d2 ARGENTINA 315 4 4 3,8 MAlfa 3 1 3 2,3 BELGIUM 3 3 4,5 3,5 USA 4 4,5 4,5 4,3 BARBADOS 2 2 3 2,3 PANAMA 3 3 4 3,3 TRIN IDAD 2 2 3 2,3 VENEfUELA 3 3,5 4 315 ZAIRE 3 2 2 2,3 FIN1AND 3 3,5 2.5 3,0 tlMBABWE 3 2,5 3,5 3,0 JAMAICA 2 2 3 2,3 SIERRA LEONE 2 t 3 2,0 KENYA 2,5 2 3 2,5 MACAO 3,5 1 4 2,8 CHILE 3,5 4 4,5 4,0 GUYANA 3 1 2 2,0 o BATCo document for legal Services : Health Canada 14 May 1999 BATCo document for Legal Services : Health Canada 19 May 1999 .O P: u, W w a m X a ~ , rr n: pc E oo o UI U1 (O cn ~u w v, w (r))I Dw wu, .O v) rr, W o I 5 L~ VI VI Le P: U) P: 00440040 01 P Q 4~ Z Z 2 ·II UI ~~ Z II ~ Z O a: grC N WtN~ W W U) P: X P ;f ii Pt Pe3PWWW ~ W ~~mQZz~> BATCo document for Legal Services : Health Canada 19 May 1999 Q BATCo document for legal Services : Health Canada 19 May 1999 BAf OPERAIMG COYPANYMA~L~S RANKED;BY AGGREGATE CAPABILITY' (t ~ OPERAnNO OOYPAMES WIM STY D(lPERIENCE) %GERYAHY 18 tAUS~AUA 4,5 CAYADA 4,5 ~~DER~#DS 15 IBRAtll 13 4,3 W~SIA 4,2 ADVAYCEI] SWlnER~ND 412 YODEL FRANCE 4,0 2,3 CANARIES 2,3 HOHG KOHG 3,8 MALTA 212 ~AR~NT~~ 8,8 ~IHIDAD 418 NEW 2EAlAND' 317 ~R~D~ 213 ~L~UY 8,5 2AIRE 2,9 ~VEWUEU 85 JAMAIeA 213 SOUTH ArPlCA at 1 #800a 2.2 I#TERIUPRIY~ SRI L4NKA 9,9 ~YBICO 210 YODEL PANAMA 3,3 YALRI 210 BAMQ~OESH~ 3,2 SIERRA LEONE n,o S1HG~OA~ 5,2 2,0 INDONESIA t,2 RM NEW 1.7 GUNEA SPAIN 3,2 1 INTERIM FIJI 1,7 BRUHEI 3,0 YODEL MAUFIITlUS 119 FIYLANIJ s,a ZIY~~E 910 PAKISTAN 2~8 MACAO 2,8 HIGERIA 2,7 o CloRUS 2,5 KENYA 2,5 BATCo document for legal Senices : HaaIth Canada 19 May 1999 BATCo document for legal Services : Health Canada 19 May 1999 O O b g O d did Q W W f O e O ~1~1~16 P C Z > I I I I I h o t O r a O z L C O " O C >e P~ d OO Od OX KI I I I I I )L~bw u I I I n T~~PD O O r Q D d w ~ld P d E U oli f Oa O O h ~W(L "~ a I Y ( 'O ( L o d o BATCo doeumsnt for legal Senices : Hesrh CPnada 19 Yay ~999 IMPLEMENTATION P1AN: REGIONAL CAPABILITIES (~ · ORACLE REGIONAL COORDINATION CENTRES) EUROPE GERMANY ~NEDERLANDS SWITZERLAND ADVANCED FRANCE BELGIUM SPAIN FINLAND INTERIM CYPRUS CANARIES PRIMERIINTERIM MAI'IA AMERICA'S CANADA ~ BRAf USA ADVANCED CHILE ARGENTINA VENEZUELA PANAMA INTERIM TRINIDAD BARBADOS JAMAICA PRIMERIIN~ERIM MEXICO GUYANA BATCo document for Legal Services : Health Canada 19 May 1999 12 O O h, In O BATCo document for Legal Services : Health Canada 19 May 1999 IMPLEMENTA~ION P1AN: REGIONAL CAPABILITIES I~ = ORACLE REGIONAL COORDINATION CENTRES) FAR EASTII,S,C AUSTRALIA ~MAtAYSIA ADVANCED HONGKONG NEW IEALAND SRI 1ANKA BANGLADESH SINGAPORE INDONESIA INTERIM BRUNEI PAKISIAN MACAO PAPUA NEW GUINEA i .,,,.,, FIJI AFRICA SOUTH AFRICA ZIMBABWE INTERIM NIGERIA ~KENYA GHANA ·2AIRE CAMEROON PRIMERIINTERIM MALAW~ SIERRA IEONE MAURITIUS BATCo document for Legal Services : Health Canada 19 May 1999 ~__ BATCo document for legal Senlces : Heath Canada 19 May 1999 IMPLEMENTATION SCHEME OUTLINE DESIGN OF TWO TOf MODELS 1, INTERIM: DIAGNOSTICS, SPONTANEOUS/PRO~?fED AWARENESS, TRIAL PROPENSITY 2,ADVANCED: AS ABOVE PLUS PRICE SENSITIVITY, TRIALIREPEAT FUNCTION, SHARE AND VOLUME EStlMAfrON BROWN & WI11IAMSON DISCUSSIONS PLUS CROSS REFERENCING OF USIB VOWMES~ TO EXISTING DATA SET ffNAL DESIGN OF T~05 MODELS + B&W APPROVAL LIVE'MARKET VAUDATION OF BOTH MODELS REGIONAL WORKSHOPS LINKAGE OF EMERGENT TOT NORMS 'FO U(ECU~IVE SUMMARY SYSTEM FOR CENTRAL DERIVATION DF NORMS BATCo document for Legal Services : Health Canada 19 May 1999 'f O O N BATCo document for Legal Services : Health Canada 19 May 1999 0 2 c a O a W W a a W P: O O O to Ilj " a t a a Z V) 5 3PI V)O W O W a O 1l1 a a lu t, I z m wnt eT: OWE >wa ,, 3: cn 3Y a V] W Y a w cn a ~ v, a II O a a a P: rr V) Z 3 3 3 0' L:, O u, w O ~O V) PO V, cr,,, a wO Y ~tlw w P:~ a o~ P: [1 ~ (I a a W ttl r j 11l W m Y z aru O u o o w p 5 rr w ~O~ZO a 4 11 01( O &do' rP Oz r r h$ 3 O O P P P: C1 OZ NN W an cn p W q % VJ a i-a a -I rr W c~0 a 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document for Legal Services : Health Canada 19 May 1999 amertean cheap men eom mon cafe o young cars Lucky O Strike negative smoke cheap stimulati no strong O n=17 BATCo document for Legal Services : Health Canada 19 May 1999 BRAND IMAGEI HOLLAND BBHe MB '~cheap 'B pi VA USE DUNHILL- MB l~tl88f IM (+expenslve USE ID (~ehle ,~tngll~h pt II o ,~cheap w BATCo document for Legal Services : Health Canada 19 May 1999 BRAND I~AGEI HOLLAND MARLBORO- MB L~EheBP ~COWbOY 'B I+deserf ~D 'C '+macho VA I ~adventua ,~saclable CAME1I MB ·tsoetable I ~~all VA '+cowboy I+deserl (D I~adventue ,L P c~nBfUBJ Irl through a BATCo document for legal Services : Health Canada 19 May 1999 LUCKY STRIKE BRAND IMAGEI LS MB HOLLAND 10 (B US8 '~jeep I~common ,+ wcrkmcl GERMANY +cheap VA I·cyoung B P C USE BE LGI UM USE sc YA IM ,D ~adventllrB I ·cbanaI BATCo document for Legal Services : Health Canada 19 May 1999 ~C a 3 r 3 ii I r~ luO L a I: Iae c E LO Id E L~ jOE ngso II: i' 3 eo, ~+r w ,: I a ~C yOp dl 13 d:~ x~ 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O r S O O d e ~E ·e a~ o O P1 rrl r 15 'W~ U d II IY L a~ IO O P: Z E 014 n C ~IJ E w ZO " rr ~J a 13v ~I rlJ o E I P r .E Ec tC o O Or WN ~z e: L c Q O L O a O S P e "" 01 I I , ce a~ I DP e O o~ a o E 'O U X PI f I I U ~·" ' ,, O L aOa n E a O EE I a e + a 5 X E a I I Oe ~ to (10 1 w $\ J IL I cr P e ~E P E J 5 O 0) O O pa lo ~" ZI o 3~ ~P U a~ o 6 11 O h) 0\ BATCo document for legal Services : Health Canada 19 May 1999 BRAND IMAGE HOLLAND GERMANY BE LGIUM Cowboy Cowboy Cowboy Rough American American Macho Men Macho Adventure loose Adventure Jeep Young Sport Desert Uncomplicated Holiday Atmosphere Western CarlMolar Car · Freedom Formula Young leisure Desert Cafe Evening Exotic All Normal Men Common Sport Disco Shore Natural Cheap Cheap ~ BA~Co document for legal Senrices : Health Canada 19 May 1999 BRAND IMAGE HOLLAND GERMANY BELGIUM Average Sport White Competilion Banal Be gi nner Man Restaurant Woman Woman~ Treat ~ Busi ne sep ers6n Senior Ele gent Chic Conservative Class Expensive 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