.d : IV==% Me 3, K 4 .11 % 31 . 2n :j "Ile - -X; 70 :iIA yo CD "1 1. ) -, , - CD M ..-J, . it , I'D CD ON WIN BATCo document for Legal Services : Health Canada 20 October 1999 IA: BATCo document for Legal Services : Health Canada 20 October 1999 Von der Hauptverwaltung der B -A- T Cigarettenfabriken GmbH. 4& 4 J t-. z ;Z~h 41 ; -, ; ~- ~i ~ . 11~ le 7~- :.- , ". - ., -1 " - --, 1. . , .. ..... ... RCD Ferris, Esq. C, o S-A-T (U.K. and E.) Ltd. Research & Development Centre Reqent's Par'~. Road G2-SouthampLon S09'1PE 0 -P11/B ie 2,93 !----n October, 19bS Cear Rob, GREENDOT /I A.'RSUS T -n the .re Market Research Institute has presented the final repor: Pilot-Stucy for the chet:king of concept, Please finc included the final German language report and a~i English s~mmary whicri I have compiled on the basis of the re-Dort. -sed in Lausa-ine we h~-;e line with the results which we discu~ ,~orked on a modification of concept boards. In general we have made r7e followino modifications: We have ciecided to completely omit tne first page with trze verbal explanations. L We have tried to "germanise" as many technical explanations as possible. We have completely c~hanged the reference to passive-smoking or side-stream-smoking to "no tobacco-smoke in the room". Cl BATCo document for Legal Services : Health Canada 20 October 1999 Von den B-A-T Qigarettenfabriken GmbH.,v6v B A T r 4. We ha-~ trie:-, :o, differentiate the e~planatioris for the Ellis- cigar~---.e by introducing the expl ic t t reference to the outer tobac:: I aye r mhich !is burned. IAe Ina ie dl so i tic I uded tr.Ere a furr-~er refef-ice to the fldvor-tube which st~lelv leads zaste and n-zotine into the filter. 5j. We h--.z- trie…i zo clarify for the tbacco Ciat. nicotine is r=----ced,bu- remains in substantial quantit~ and -here is n- ---iange --- the qualit~ of the t-Iste cGmp~nerjLs. I look t.: meeting you Wit kinc -egardc- Y6urs B-A-T C4---~rettenF-;bri,:e'n GmbH -1~K e t i Ro Bie CD . I-rI, fN- -ZD BATCo document for Legal Services : Health Canada 20 October 1999 i M > 0 Celle cigarette pourrait fonctionner comme suit: CL 0 riqŒj!t!!e forte et 0 rois‚e habituelle Le principe est trŠs simple: 3 - Cette cigarette rie contient que des tabacs sp‚cia- lement s‚lectionn‚s et trait‚s, Donc, cette ciga- rette a un go–t et une teneur en nicotine (1 mg) qu'on rencontre habituellement dans des cigaret- laux normaux de nicotine les ayant ‚galement une teneur de condensat et de condensai bac qui br–le (goudron). Par contre ici la teneur en condensat (goudron) (1 'mg) est substantiellement r‚duite. Une toute nouvelle comhination. Fum‚e d‚gag‚e Cigarette tilira- .0 1 Ventilation par air Tabacl‚ger Fum‚e d‚gag‚e faible en condensai (goudron) qui br–le Go–t normal, teneur normale en nicotine mais peu de condensai CL 0 Faible teneur en nicotine N… Pt en condensai 0 0 Me Tabac leger, 0 riche en nicotine. Cr 1 mg de nicotine 1 mg de nicotine qui br–le Fum‚e d‚gag‚e 0,1 mg de nicotine faible en CD condensal(goudron) CD Forte saveur de tabac Moins de go–t Faible teneur en condensai CD et haute satisfaction et satisfaction (goudron) mais haute salis- du fumeur du fumeur faction du fumeur grƒce aux tabacs s‚lectionn‚s et … la ipnelir I)orril,"Jlc en flicoliliv CIGARETTE TYPE S 011-107()00~ 0 Cette cigarette pourrait fonctionner comme suit: 0 0 Le principe est trŠs simple® LE TABAC EST PUR DES Grƒce … un nouveau traitement sp‚cial, le tabac LMENTS SPCIFIQUES QUE LES CD SCIENTIFIQUES ESTIMENT NUISIBLES est substantiellement ‚pur‚ des ‚l‚ments que les A LA SANT. scientifiques estiment nuisibles … la sant‚. Les c ‚l‚ments qui portent le go–t sont extraits au d‚but et r‚-ajout‚s en ‚tat ‚pur‚ … la fin. La r- ~1 nicotine est trait‚e de la mˆme maniŠre et est r‚duite de 0,8 mg … 0,5 mg. LA TENEUR EN- NIGOTINE-EST RDUITE DE 0,8 MG A 0,5 MG. LES AUTRES LMENTS DU GOUT GARDENT LEUR QUALIT. FUME DE TABAC SPCIALEMENT PUR 9) NICOTINE, GOUT FORT N… ET GOUDRON DE TABAC PUR 014- LE TABAC SPCIALEMENT 0 PUR,QUIBRULE Cr CIGARETTE TYPE C h,-/07600V 0 Cette cigarette pourrait fonctionner comme suit: CL Le principe est trŠs simple: Vous profitez du go–t et de la nicotine du tabac, 3 0 qui est chauff‚ par la gaine de charbon, mais qui p.* ne br–le pas. Ainsi, il n'y a plus de condensat Er GOUT (goudron) du tabac dans la fum‚e. 2 NICOTINE TABAC ET GRANULS DE GOUT CD QUI NE BRULENT PAS GAINE DE CHARBON DE BOIS BRULE ET CHAUFFE LES PAS DE CONDENSAT GRAN-ULS DE GOUT CD 0 (GOUDRON) DU TABAC go CD -… ID FILTRE PAS DE FUME DGAGE 11el. lu 1 DANS LA PIECE CD 0 0 ZONE DE GOUT Cr CD CD cc) ' CIGARETTE TYPE N M07600V M CL Cette cigarette pourrait fonctionner comme suit: 0 c Le principe est trŠs simple: 3 GOUT Vous profitez du go–t et de la nicotine du tabac, qui est chauff‚ mais ne br–le pas. Ainsi, il n'y a plus de condensat (goudron) dans la fum‚e. Er -9 NICOTINE DU TABAC r- CD ‚ˆ CD AUCUN CONDENSAT r (GOUDRON) 1 , . ~::* , . -~ LE TABAC EST CHAUFF 0 --- MAIS-N-E BRULE-PAS 0 ~e- - FILTRE x - CAPSULE DE GOUT lu M CHARBON DE BOIS ZONE DE QUI BRULE ET DGAGE ID REFROIDISSEMENT DE LA CHALEUR CL >: AUCUNE FUME CD DGAGE 0 0 Cr ISOLATION CIGARETTE APRES CONSOMMATION CIGARETTE TYPE R 'U/07600> M 0 0 CL Cette cigarette pourrait fonctionner comme suit: 0 0 Le principe est trŠs simple: c 3 Vous profitez du go–t et de la nicotine du tabac, -BARRIERE DE FUME. qui est chauff‚ mais ne br–le pas. Ainsi, il n'y RETIENT TOUS LES L- MENTS DU. CONDENSAT a plus de condensat (goudron) dans la fum‚e inhal‚e, et il y a aussi moins de fum‚e dans la Ils GOUT DU TABAC EXTRIEUR piŠce. QUI BRULE TABAC EXTRIEUR BRULE POUR PRODUIRE DE LA M "'1~ 9¯ NICOTINE CHALEUR TABAC ET GRANULS DE GOUT PAS DE CO DENSAT (NE BRULENT PAS) (GOUDRO-N) 0 DO TABAC ~ __ ZC, x FILTRE CD Y TUBE DE GOUT NE DIRIGE 0 QUE LE GOUT ET LA NICO- TINE DANS LE FILTRE CL ID P.) C) TUBE DE GOUT EN 0 CRAMIQUE. LAISSE PASSER 0 LA CHALEUR MAIS RETIENT 0 LA FUME DU TABAC. TOMBE FUME Cr EN CENDRES QUAND LA RDUITE DANS CIGARETTE SE CONSUME. LA PIECE (0 CIGARETTE TYPE E ~',,/07600~ cis 4"' t" BUS GREENDOT AIH (D 4-0 We have provided the following -7aterials to M.I.S., Lausanne, on Octobe- --7th. r-4 Kind regards Rolf Siele~feld-. 1-4 00 5 0 ~~ rc~ 0 9 -t-I~:- CD c:). BATCo document for Legal Services : Health Canada 20 October 1999 S E C R E T GREENDOT / AIRBUS RESULTS OF THE PILOT STUDY ON THE UNDERSTANDING OF PRODUCT CONCEPTS 0 -9~:. CD CD 1~.0 r'li CI, BATCo document for Legal Services : Health Canada 20 October 1999 1. Research Objectives In September 1988 a Pilot Study with 26 qua!: :ative interviews with smokers was conducted. The c~.,.tive of the study was to check six new cigarette-product-.,Dncepts for - understanding - credibility - interest in trying out the new prod--.-ts - preferences among concepts This test was mainly done to improve the concepts before quantitative concept research on a larger basis. 2. Global Results The concepts were presented in a form which required 20 minutes per concept by the interviewees to ccnpletely understand them. The Market Research Institute recommends to shorten the concept presentation wherever possible. Interviewees had difficulties in dealing with technical explanations and tended to reject these more, the less they were able to understand the function. BATCo docurnent for Legal Services : Health Canada 20 October 1999 Exalr,ples of problematic designations were - Flavor Capsule i, - Granules - Charcoal - Ceramic Tube - Catalytic Filter - Smoke Regulator - The burning of the cigarette ~,-',thout smoke Research Institute recommended to substitutE The Market German words wherever possible and to explain the functions of new components as much as possible. 1/3 of interviewees even did not know the designation "Full Flavor". There was no consensus among interviewtees what constitutes normal nicotine figures. Designations like passive smoke or side stream smoke were difficult to understand. Even the term condensate is not known by all respondents. Not all respondents accept an implicit equation of nicotine and taste and enjoyment likewise the attribution of risks CD to health purely to the condensate is not generally acCEDted. CD, C-- BATCo document for Legal Services : Health Canada 20 October 1999 I Respondents are in agreement thz-~: a cigarette s.-Ihiould be made of tobacco, paper and the filter. All prcduct components which have even a slight connection to chemistry lead to negative consumer reactons. 3. Comparison between concepts Type S: - I mg condensate, 1 ng nicotine The unusual COM'Dination. Type C: - tobacco cleaned by "washing" Type D: - filter with four components Type E: - Ellis type cigarette where the out.eIr layer of tobacco heats an inner layer of t0bacco and flavor- granules Type N: - An outer layer of charcoal heats the inner layer of tobacco- and flavor-granules Type R., - Reynolds product BATCo document for Legal Services : Health Canada 20 October 1999 Concept ~references average rinking (rank 1 to 6~ Type S: 118 Type C: 2,6 Type D: 3,2 Type E: 4,4 Type N: 4,-4 Type R: 4,8 Interest in actually trying the product average ranking (rank 1 to 6) Type S: 2,2 Type C: 2,5 Type D: 3,3 Type E: 4f3 Type N: 4,4 Type R 4,5 NIC N; BATCo document for Legal Services : Health Canada 20 October 1999 Interest in trying the cigarette with a aonadic concept presentation (or, a scale of I = I would definitely not WiSh to trl 71 = I would definitely likz. to try) average va-hae Type S : 'j, 6 TyDe C: Type D: 4,4 Type E: 3, 9 Type N: 3,7 Type R: 3,7 Understanding of concepts av-.-race ranking (rank 1 to 6) Type S: 1,7 Type C: 1,8 Type D: 317 Type N: 4,2 Type E: 416 TY;E R: 4,8 BATCo document for Legal Services : Health Canada 20 October 1999 4. Detailed remarks on individual concepts 1. TYDe S: From the basic idea Type S is the least diff-ficult to understand and achieves the 'est product e 5, 6) . The production technique for such a is not clear to reSpondents. 2. TyDe C: Type C belongs to the simple concepts with a high product interest (5,4). The principle of `41-shing out" substances is not completely explained and 't is not explained how these substances are "washed out" from the tobacco. There is an association to dish-wa-Shing. Int-erviewees. suspect that taste could also :e- reduced. CD BATCo document for Legal Services : Health Canada 20 October 1999 Type B: Type D is a hich technology "computerised" where the different filter components and their 'unction is not understood. Due to these difficulties i", understanding the concept, it achieves only an i7erage product inter-est, 4. Type E: In the tested form Type E only achieves a low szore for product intErest (3,9). Respondents do not unGE--stand which part of cigarette is burned and-what is in the - is not inhaled smoke. The function of the smoke barrie. understood. 5j. Type N: Type N achieves a low figure for product intereSt (3,7). Respondents have difficulties in understanding and accepting the function and the composition of t-,c granulate and why this cigarette does not genera.tee smoke For a large proportion of respondents this is nno real cigarette". Respondents also comment on the burning of charcoal which does give off smoke and perhaps "poisonous" gas. CD BATCo document for Legal Services : Health Capada 20 October 1999 Type R: Type R is the concept 7v^st difficult to understand and achieves the lowest :.,;;.:r.age product interest However, opinions off respondents were strongly differentiated between total rejection and inte:--z-St in the very unusuall product. It is not clearly undz.-.-ztood why the cigarette dce.z not get shorter when it smoked T and why the cigarette does not give off smoke .":,here is always smoke when soometaing is burned"). The tas:e and flavor capsule is thec component most difficult r,,: understand. Interviewees want to know how to dii."NSE Of the cigarette, The charcoal is assumed to give smoke and perhaps "poisonous" gas. HE:burg, October 12th, 988 BATCo document for Legal Services: Health Canada 20 October 1999 BATCo document for Legal Services: Health Canada 20 October 1999 ;Q I " V" , , '! t 'U" At CD 'Emil, BATCo document for Legal Services: Health Canada 20 October 1999