SEGMErJTATION STUDY


       OBJECTIVES:  TO IDENTIFY:

               · GLOBAL SMOKERS TYPOLOGIES
               · NEW PRODUCT OPPORTUNITIES


       METHODOLOGY:

         SAMPLE SELECTION:

         FACE fO FACE, HOUSE TO HOUSE INTERVIEWS


         SAMPLE CHARACTERISTICS:
         OUOTA SAMPLE Of SMOKERS BY AGE (3), SOCIAL CLASS (3) AND SEX (2); 30 EACH
         TOTAL SAMPLE· 540

         QUESflONNAIRE INCLUDES:

         1) ATTITUDES TOWARD SMOKING
         2) CIGARREI'IE ATTRIBUTE EVALUATION
         3) COMPARATIVE BRAND IMAGE ASSESSMENT
         4) CONSUMER PSYCHOGRAPHIC PROFILE

       STATUS:

         PHASES ALREADY COVERED:
         · ANALYSIS OF LAST 2 YEARS' QUALITAflVE DATA
         · CONSTRUCTION OF BASIC STATEMENTS (IN REVIEW)
          DESK RESEARCH ON PREVIUOUS STUDIES ON THE SUBJECT FOR LOCAL
          TIPOIOGY CONSTRUCTION

         NEXT:

         · QUESTIONNAIRE. BASIC STRUCTURE: OCT 11

         · TENTATIVE FIELD KICKOFF: OCt 23

         · TENTATIVE RESULTS PRESENTATION: EARLY fEB'91


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                        SPLASH TRACKING STUDY


       osJECnvE:   ro MONITOR SPLASH'S IMPACT ON ME GENERAL BES IMAGE;

                   · PRODUCT PERCEPTION
                   · PACKAGE PERCEPTION
                   · CONCEPT EVALUATION (IEICL. PURCHASE INTENT t
                susstrTunoON)
                 PRICE PERCEPTION


       METHODOLOGY:


       · TwO WAVES:
         1) PRE·L9UNCH, 15 · 30 OCTOBER
         2) POST·LAUNCH, 1 . 15 DECEMBER

       · SAMPLESELECTION: INTERCEPTION
       · LOCATION: BAROUISIMETO
       TARGET:
         BRAND SAMPLE
         SMOKERS SIZE   SPECIFICA~ONS

         BELMONT 100    BIC(SOXI,O(IGK)

                        18·25 (50%) 26~ (509b)
         MARL 1    50

        ASTOR S    50
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         __


                 SPLASH SIMULATED tESi IARKET (STM)

        OBJECTIVE: TO DETERMINE MARKET SHARE ESTIMATES FOR SPLASH:

                 CONCEPT EVALUATION (INCL. TRIAL AND REPEAT Of PURCHASE
                 INTENT)
                 SPLASH IMAGE
                 PRODUCT PERCEPTION ANO EVALUATION
                 PACKAGE PERCEPTION
                 PRICE PERCEPTION


        METHODOLOGY:


        · TWO WAVES:

         1) RECRUITMENT OF A SAMPLE OF 300 SMOKERS (15·30 NOV)

           · BRAND AWARENESS AND USAGE
            BRAND PREFERENCE, BASE ON A 11 POINT SCALE
           · ADVERT~SING AWARENESS
           · SIMULATED BRAND PURCHASE (VOLUNTARY)
            REACTION TO A FREE'TRIAI


         2j BRAND TRACKING AND INTENT OF PURCHASE (ONE WEEK IA~ER)


         SAMPLE SELECTION: FIRST WAVE, INTERCEPTION
                   SECOND WAVE, HOUSE TO HOUSE


        · SAMPLE CHARACTERISTICS:


         BRAND SAMPLE
         SMOKERS S12E    SPECIFICATIONS


         BELMONT 300     B:e (500:0), D (509b)
                         18·25 (SO~) 26~ (509b)
         MARL 1    100

         ASTOR S   100
                   500 (CALCULAATING AN OVERSAMPIE OF 4096)
         LOCATION: CARACAS


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              YAUS (YOUNG AND UPSCALE VNIVEASIT( SMOKERSJ


        OBJECTIVES:

                tO IDENTIFY:

                · SPECIFIC SEGMENT TYPOLOGIES
                · NEW PRODUCT OPPORTUNITIES MR THE SEGMENT


        METHODOLOGY;

        FOCUS TO BE CHANGED FROM QUALITATIVE (PREVIOUS) TO QUANTTTATIYE, IN LINE
        WITH THE SEGMENTATION APPROACH, PROVIDING:


         IDENTIFICATION OF TVPOLOGIES IN THIS SPECIFIC GROUP
         COMPARISSON WITH PREVIOUS RESULTS

        STATUS:
         QUESTIONNAIRE TO BE BASED ON SEGMENTATION EXPERIENCE
         ESTIMATED TIMING FOR FIELDWORK; JAN 15 · fEB 15

         SAMPLE SELECTION:
         INTERCEPTION IN UNIVERISI'TIES

         LOCATION: CARACAS AND VAIENCIA
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                        MARLBORO PROFILE


        OBJECTIVES:

                 · TO TRACK MARLBORO SMOKER DEMOGRAPHICS AND GENERAL
                  ATTITUDES

                 · TO IDENTIFY SPECIFIC TYPDIOGIES OF MARLBORO SMOKERS


        METHODOLOGY;

        FOCUSED ON SEGMENTATION:
          IDENTIFICATION OF TYPOLOGIES IN THIS SPECIFIC GROUP
          COMPARISSON WITH PREVIOUS RESULTS
          MORE COMPREHENSIVE DEMOGRAPHICS ON THE TARGET


          SAMPLE SELECTION AND CHARACTERISTICS:

          INTERCEPTION, BASED ON fHE GENERAL DEMOGRAPHICS OF THE SMOKERS
          PROFILE


                                     SAMPLE
            SMOKERS OF...            SIZE

            MARLBORO LIGHTS (HL)     100
            MARLBORO LIGHTS (STD)    50
            MARLBORO AED (HL)        50
            MARLBORO RED (SfD)       50
            MARLBORO 100             50

            TOTAL SAMPLE             350

          ESTIMATED CONTACTS TO COVER'IHE SAMPLE: APPROX. 15.000


        LOCATION: CARACAS


        STATUS:


          ESTIMATED TIMING FOR FIELDWORK: JAN 15 · MAR 1


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                   i


                     SfRA~EGIC PACKING STUDY


         SUBJECT TO SEGMENTATION STUDY RESULTS


         POSSIBIITTY OF INTERVIEWING A SUB·SAMPLE FROA·1 EACH IDENTIFIED NPOLOGY
         (PANEL)


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