Imperial Tdbacco limiiedllimii~e i3:t.:~· S:·ltt:i~a 5r:ee! ~:~~:r9al, ?.C, h':C las [ji;i (132·ti61 ~.r3, jot 63CJ C.P. I::tlre!l, p.p. ~3C 3/9 January 28, 1985 C~bie Cdj;? T:!iini :?!?X. Teios ljj.E16t3 CONFIOENTIAL nr, R.P, Ferrls Brltlsh-Rerlcan Tobacco Co, Ltd, GR~OC 38 Regent's Park Road nlllbrook, Southampton 809 IPE England. Dear Rob, Further to our conversation, I shalt try to clarify some of the obfectlver we have set for the Delta panel in general and more specifically for the Brand imagery Heasurement. To address the former, at this point in time we find ourselves still In a position of establishing an acceptable level of credibility especially with regards to Product Development, To this end, parallel testing with the expert panel and opposition brand profiling will be our main activities, I should stress that parallel testing will be on a limited basis since the scope of the Delta panel/methodology is further teaching, as you have striven to emphas12e. Routine use of the Delta panel now also Includer subjective testing for the Research group In general, relating to projects which My not be directly applicable to or Included In the Product Development work program, In essence we are trying to Integrate Delta Into the network of subjective panels In ITL without reeking the boat, As you are probably aware we now have five different panels, Including Delta. to accomplish this, Nancy Frledmann, who you may recall replaced Herb Roublcet, and I have worked out a master array of panels highlighting the strengths, weaknesses, scope and direction of each panel, we have presented this to the R b O division and will be presenting It to nar~etlng In the next week. Hopefully, by Increasing the awareness level of our "users' and potential users, we will be able to implement a concerted and efficient assessment structure, I have left Brand Imagery Measurement to the end For the reason that although it figures strongly In our plans for Delta, as yet It Is hardly routine, at least not from an R a O point of view, I think, In our conversation, I alluded to some of the reasons for conducting Bland Imagery. To reiterate, these are: Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 1) as a learning erperlence for both the panel and potential users to Increase their knowledge of Deltall expertise and to provide ewporure to applications of Delta. The Imnlnent launch of YHS and recent launch of Betamax pravlde excellent opportunltler to demonstrate the ability of the Delta panel to test more than simply product. One of the future activities that I would like to see Delta engaged In, concerns the use of the Delta panel to pre-test packaging-product interactions, To this end we will certainly be using pack alternatives for YHS and BetaMx, as you suggested, 2) to provide a base for extending Into the martetplace, the current situation II such that we must build a care for extension Into the 'real World'. A logical starting point seems to he Brand Imagery, There objectives ray not be conrlstent with your view, but they have met with approval here, I can assure you, that any further suggestions you My have would be most welcome. I hope this Is a sufficient update on Delta's status. It certainly II hard to believe we started this two years ago. Ii there is anything else I: can clarify, please let me know. There Is one other area I would like to discuss with you, I bye just received a copy, via Pat Ounn, of a letter from Ltta to Bob Bexon concerning Prefect NarlnerllProjeet Sonar. I an very interested In the findings of and general Intuitive feelings for the projects. Needless to say the human smoking behaviour aspect II extremely interesting especially how you will relate this to smoking career and subjective assessment. The work I presented in july toucher on this and will be Issued as a report shortly. However there are several other points I would be Interested In learning more about. These are: 1) Study of the attitudinal base for switchers and stable s~o~err. This My tie In with a study we completed last year Involving du Ilaurler Regular smokers switching to du naurlet Hght Regular (n.50). This study will also he reported soon but In lumdry the results indicated two preference groups with slgnlfieantly different switching patterns (In snoklng behaviour terms) ~ Unfortunately there were no significant differences In the smoking behaviour of either graup smoking the parent brand (du naurier peg.) which could be used to prediet the preference trends, however there appeared to be a difference In smoking motivation as reflected In their reasons for preference, and perhaps attitude which may have contributed to the ease with which one preference group changed their behaviour when switching to du n~urler Light Regular. 2) specific IniorMtlon on the lu~-ra~ple of 12 people lita interviewed I.e. number of tar bands represented, number of people In each etc. Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill 3) The use of repertory grids to examine perceptions of dgarettes~ how similar or dissimilar Is this to Project Imagel How could the Delta method as used here aid In our Project Image? If It Is at all possible, perhaps you or Llta could let me know now this project Is progressing and the answers to my specific puestlons. I Intend to pursue It with Bob Bex:on but I would certainly appreciate Information 'stralght from the horse's mouth". Hope this finds you well and sufficiently recovered from your world tours. Sincerely, ""a C, ncBrlde Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~ ~ddl~ r PJ M qrh f Cn L a~ j~ r & (oho~ hlm~ ~u~~di ~ jl~ yttir~s i~~ j~ ~UL3~ Si~O~u01ij OUI1(I~LU C~ jE 115 ~O~iii!~ I o~ ~2~6~1t~ n(e~uLd a o oo al ix~cyk i, g~n~a wjoch u;~n ~~w a a PuW 03 eucr Goi~ ~ 2. Tle~n~a En C~hiol li.S'le .t~a~u'jL ~1 \L~~~ IjO OPi3iO II~ ~ r~ia~a a c~ ~~izie Efi jL(~~'lo C ~cd· ~a~t~d io oil oij~r~ hC~E~~~ r~dhi~O~l jOS ) gV pr:ii ·~~lol:'~td Grd;CI~Z 3·~i~ui~l \L(Y.)O C?`il) r~~d ho~clk, lil~coi~l· tn Ij,C!· ~u' ndiullLin nr: b;i iuli IL~ IVCly ~d t ali clb'j ~jS~c~l~Lt~ net pJv:! pt~icri~l~ci . 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