SMOKING HABITS SURVEY 1997

SPONTANEOUS ADVERTISING AWARENESS - TOTAL MENTIONS

Base : All Smokers

BENSON & HEDGES

SILK CUT

MARLBORO

ROTHMANS .J1

EMBASSY

JP SUPERKINGS

LAMBERT & BUTLER

REGAL

BERKELEY

PLAYERS/JP (Ex SK)

26

20

23

20

20

19

16

15

Note : Spontaneous awareness is at brand family level .

NOTE : * denotes a value of less than 0.5

U:\research\robertso\excel\shs\SHS97.XLS

7 6 4 4

3 3 3 3

2 1 1 3

5 6 4 3

4 2 1 1

3 3 2 1

SMOKING HABITS SURVEY 1997

PROMPTED ADVERTISING AWARENESS

Base: All Smokers

Silk Cut KS

Benson & Hedges KS

Rothmans Royals

(JP) Superkings

Embassy No 1 KS

Lambert & Butler KS

Rothmans KS

Regal KS

John Player Special KS

Silk Cut Ultra Low KS

Sovereign KS

Marlboro Lights KS

Rothmans Royals Lights

Berkeley Superkings

Dunhill KS

B&H Lights

JP SKGS Lights

Raffles 100s..B&H Superkings Lights

(JP) Superkings Ultra Lights

Raffles Lights

B&H Ultra Lights

Kensitas Club

Kensitas Club Lights

Embassy Mild KS

JPS Lights

Regal Mild KS

3

2

1

Methdodology aid question order changed between 94 and 95

NOTE : * denotes a value of less than 0 .5

U:\research\robertso\excel\shs\SHS97 .XLS

N/A

3

N/A

N/A

3

N/A

8

1

N/A

5 11 2

3 8

3 9 '

9 20 22 19

9 17 19 15

9 16 18 15N/A N/A 15 15

15 26 35 27

10 20 25 238 16 23 22

SMOKING HABITS SURVEY 1997

SPONTANEOUS BRAND AWARENESS - TOTAL MENTIONS

Base: All Smokers

MARLBORO

BERKELEY

REGAL

JP (Exc . Superkings)

DUNHILL

RAFFLES

SOVEREIGN

KENSITAS TOTAL

CRAVEN

DORCHESTER

RED BAND

PETER STUYVESANT

Note : Spontaneous awareness is at brand family level .

NOTE : * denotes a value of less than 0 .5

U:\research\robertso\excel\shs\SHS97 .XLS

BENSON & HEDGES 78 78 78 77

EMBASSY 50 49 47 48

LAMBERT & BUTLER 28 31 34 40

SILK CUT 44 43 42 40

(JP) SUPERKINGS 28 24 34 36

33 32 29 28

26 28 27 28

37 35 29 25

SMOKING HABITS SURVEY 1997

Base: All Smokers

Benson & Hedges KS

Silk Cut KS

(JP) Superkings

Marlboro Red KS

Rothmans KS

John Player Special KS

Dunhill KS'

Regal KS

Embassy No 1 KS

Ruthmans Royals

B&H Superkings

Lambert & Butler KS

Berkeley Superkings

(JP) SKGS Lights

Marlboro Lights KS

Silk Cut Ultra Low KS

Rothmans Royals Lights

B&H Lights

Raffles 100s

Sovereign KS

B&H Superkings Lights

JP SKGS Ultra Lights

Raffles Lights'

B&H Ultra Lights

U:\research\robertso\excel\shs\SHS97.XLS

PROMPTED BRAND AWARENESS

Methodologyandquestionorderchangedbetween94and95

NOTE: * denotes a value of less than 0 .5

Q.0 Which of following brands, apart from regular one, appeal . . .

Base: Total Sample

THE HPI RESEARCH GROUP" PROJECT EDGE (081039) - WAVE 617

__________-________Most often Brand--------------------MO/Occasional --Tar Level-- ___-Area--___

rl'

Any Not Fulll' MarlFa- Low'____fender-________pqe--_

Any

Not Marl' Marl' Ma

Marl' Marl'

boro

boro

boro

Silk B&H SF

MarRedsLights Medium Cut KS

KS Other

bolo

bolo

your ' Tar North South_

bolo bolo

Table 16A

Total Male Female 18-24 25-35

217 82 301 230 128 151 231

Marlboro Reds159 224 51 332

- 49 2 34 81

21 19 21 13 15 21383 210 173

10 1 1 10 1426$ 5$ 9$ 10$ 10$ 98

Total g 15 21 11 25 "-$ 20$ 50$ 3$ 12$ 6%

35 275$ 9$ 9$ 21~ 8$

Appeal 9$ 13$

96 230 174 128 146 180

8&H SF KS131 195 75 251 24 49 2 34 - 217

74 5725 43 44

326 174 152 _ 65 13 32+k 33$ 19$ 29~ 24$Total

41 33 54 1176

98 18$ -B 32~ _+k 30$ 13$

Appeall87 4521% 26$ 27$ 25$ 27$ 15$ 30~

217 106 301 254 128 162 245

Marlboro Medium170 237 75 332 26 99 - 39 83

28 9 15 21 12 2510~407 227 180

7 20-

15

528 27$ 3% 6$ 17% 7$Total

23 1'4 19 18 27 113$ 27$ 40+6 -B 2$ 6%

Appeall3799 10$ 88 11$ 8% 35~

217 106 269 254 94 150 225

Silk C1lt he162 158 216 77 298 26 49 2 _ 83

10 33 24 22 2110$

Total375 213

9 34 18$_-%

810$

212$ 10$ 12$ 10$ 18% 15~

43 2 911 327$ 15'E 12% 11$ 4$ -$

Appeal 12% 11% 12$

217 59 301 256 79 147 213

Marllh~ro Lights148 212 28 332 26 - 2 39 83

24 22 19 16 27360 19 8 162

23~ 1881933$ 8% 8$ 25$ 11% 13$

Total 22 2110 33 10 .~ -$ 11$

93 21 2214$ 15% 10$ 36$ 10$ 38%

Appeal 12$ 11%

0.9 Which of following brands, apart from regular one, appeal . . .

Base : Total Sample

THE HPI RESEARCH GROUP- PROJECTEDGE (981039) - WAVE 617

------How well------Total- -----Lifestage------ --Going out-- -Media Usage- --Ad . Recognition--- -Fl Sponsor-- ---Know Marlboro----Recog-

Couple

Kids

Upto

nise &

NotStud- Sing-

No

at

once

More

Marl- Recog- Recog-

Very Quite

NotTotal

ents

les

kids

home

week often Heavy Light

boro

nise

nise Spont . Prompt

well

well reallyMarlboro Reds

Table 168

Total

Appeal

383

3598

101

12128

200

22118

38

378

134

1078

150

1078

233

26118

148

17118

318

31108

104

16168

157

23158

226

1258

81

11148

267

29118

278

34128

53

118

51

118

S&H SF KS

Total 326 86 178 35 104 125 201 126 269 95 140 186 70 223 245 41 40Appeal 87 19 47 5 35 33 53 33 69 22 32 55 17 63 70 11 6278 228 268 158 338 278 278 268 258 238 238 308 248 288 288 278 168PJnrlh.i M,t9ium

Total 407 107 217 42 136 156 251 161 338 115 175 232 91 286 302 53 51Appeal 37 16 28 5 4 5 32 21 30 20 26 11 10 29 36 - 198 158 138 118 38 38 138 138 98 178 15% 58 118 108 128 -8 28Sill: Out K :

Total 375 99 204 36 125 145 230 147 313 111 168 207 81 266 280 48 45Appeal 43 8 19 5 19 18 26 17 35 7 17 27 10 30 35 3 4134, 84, 94, 1.34. 1.2x 11' 12% 11 'f, 72 10't 132 132 118 132 63 82Marlboro Lights

Total 360 87 180 37 133 144 216 137 296 89 146 214 80 248 255 53 51/V'prn1 4 .1 1 i 26 n `1 16 7 17 35 17 2n 15 10 32 36 3 41 .110, 1 .I'd 1 .I'A .! 3 4 . 1'6 1 .114 . 1 2. 'f . 1'/. 'f. 12 '4. '/.1% 20 14. 7'b 12" 13 14, 14% 6'L 72

Ir

Source : AC Nielsen

MARLBORO FAMILY SHARESOTC

Share -All Outlets

b b b b b b b b b b b

1~PQ4~~ S~S~4~ ~w OG~O ~~ ST'~'1~F~ ~411ti4. S~S~'F~ 5w OG110 ~~ s~~~~

4.5

6 .0

5 .04.G4.5 4.5

4.4 4.4

4.1 4.1 4.1 4.1 4.1 4.13.2 3.9 ~~

4 .0 3.83.7 3.7 3.7 3.7 3.7 3.7 3.7

3.G3 ;3

3.03.0 2.8 2.8 2.8

2.72.6 2.6

2.4 2.4 2.4 2.42.5+. "

2.2 2.22.3 "

2.1 2.1 2.12.0 2 .0 2 .0 "

2.0 1 .9 1.9lt~ fi 1 .7 1.7

1 .6 1 .6 1 .6 1 .6 1.6 1.6 1.6 1.6 1 .6 1.6 1 .6 1 .6 1.6 1.6 1.6 1.6 1 .6 1 .6 1 .6

1 .0

0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1o*o o.o o.o o.o o.o o.o o.o o.o o.o o.o o.o0.0 1 1

i i i

4.74A5 M'boro Family

3.0"

3.0" 2.D 9 Lights Family

1 .61.5 1.E5 Reds Family

0.1 0.1 OA.1 Medium

6.0

5.0

4 .0

3 .0

2.0

0.0

5.3 5.3 5.3 5.3 5 .

4.9

MARLBORO FAMILYShare Development by Trade Sector

b b b b b b b b b b b b 1

Source : AC Nielsen

Mult Off Lie

Mult CTNs

Mult Grocers

Co-ops

10 .0

8 .0

6.0

4.0

G6.8 6.7f.6. . . . .

G.5' 6.5 G.S;i

3.63.3

2.8 27 27

2.8

2.8 2.9 2.8 2.8.23.E

2.4

2.5 2.6 2.6

. 2.6 2.6 .

2.6

2.0

q~~~, q~ ~h qb qb

~

b

b qb ~b qb ~b qb ~b ~b ~b q~ ~^ ~^

^ ~^ q^5,~40G~OJ~~GS ~~ QVQ~S S~'4~G5,~40G

Q4O Q~S,S~'~

Cs5

,~40G~O'9~GS

Source : AC Nielsen

MARLBORO FAMILYShare Development by Trade Sector

Forecourts

Ind CTNsInd Grocers

Symbols

10.0

8 .0

6.0

4.0

(r

MARLBORO FAMILYShare Development by TVRegion

7.97.7

7.5,:*7.2 7.2

7.2 7"3 "~" ."7.1

~"~ "~+

4.5 4.4 4.5

4.54.3 4.3

4.~ 1

4.7 4.7 4.7

5.7 57 5. .6 5.6 5.6

5.6

4.9

8.4 8.4

83 8.3 83.

99.3 9.2

8.7 8.71

6.6

6.6

6.66 4

6.5_ .

6.46.2 6.2

6.2

6.2 6.2Z -

`'~ '"4'+-6.2

5.0

5.04.8 4.8 4 .8 4.8

53.3

3.63.4 3.4

3.0

Source : AC Nielsen

London

Southern

Anglia

Midlands

Wales & West

y 5:8 . .5 .8 .~.6

5.05.3

.

c 33 .2 3 .2 3.3~.

�,

4.0

3 .0

2.0

1 .0 1

MARLBORO FAMILYShare Development by TVRegion

2w9

2.5

2.5

2.5 2.5 2.5 2.5 2.Vd'104

24 24

20tu;~2 .3 ,2 03

-3

V J)

2.0

2.0

LO'1 :9

1.9 1 .9 1 :9 ,

2 .8

12

14

2A 21 24 14

2.2

,~ 2 .2 Ito

0.0

i

I

I

I

I

I

I

I

I

I

I

I

I

I

I

I

I

I

I

I

I

I

I

I

I

I

I

I

VAV 't$op '4~ 00

t, 4~ Is Is ~.

-1~ 0 'IF

0 jz

Source : AC Nielsen

N Ireland

Yorkshire3 . 1

3.2 $MMU 11~--, .

Anap Lancashire*2. Tyne Tees

142._ Scotland

M115114M^#*%%M1RtW1~z1~

2200

2.5

2.0

MARLBORO RED KS TOTALShare Development by Trade Sector

.2 1 .2 1.2 1.2 l .2 1 .Q2

0.5

o p(0 t\ e\

Source : AC Nielsen

Mult Off Lic

Mult CTNsMult Grocers

Co-ops

3 .5

3.0

2 .5

2 .0

1 .5 ,

MARLBORO RED KS TOTALShare Development by Trade Sector

3.0

1 .9 1 .91 .8-01!3""7%1,1 .8

1.8 1.8 1 .81 .7

2.92 .8 ::;x:"''

2 .7

2.7 .:

.� 2.7

2 .72.6

2.6

2.6 ,.k

?}.

2 .6

2.6SV,.H

2.5"'2 .4

2.4

2:4, ~

` :,,2 :-L ""

}:

2 : -t

2 :-1

2.~

1 .81.7 1 .7 1 .7

1.7 1 .7

1 .7

1.7/&\l .7 1.7 1 .7 1 .71 .6 1 .6 1 .6,oOTm'k 1 .6 1 .6 1 .6 1.6-40-o-1 .6 1 .6

1 .41 .8.3 1 .3 1 .3

1 .3 1.3

1 .3

1 .3

1 .3

1 .3 1 .31 .2

1.2 1 .2

1.2 1 .2 1 .2

1 .2

1 .2 1 .2 1.2

1.2 1 .2 1 .2 1 .2 1.2 1.21 .1 1 .1

0.5

~~ G~ O~ wG ~ w4 ~4 4~ A~ ~ ~'4G w4 GS O~ wG ~ ~4' P4 .q49 ~~ ~~' 4G w4 GS o4 wG ~ 4'

Source : AC Nielsen

Forecourts

Ind GrocersInd CTNs

Symbols

4.0

3.5

Source : AC Nielsen

3 .33.2 ..,* .� 3.2

3.2

MARLBORO RED KS TOTALShare Development by TVRegion

*1r-9.4e

3.2 3.23.1 3.1 3 .1

3.1 3.1

2 .12 .0

2.0 2.0 2.0 2.0

2 .52:4 2.4 . 2.4 2.4

2.4 -2:4 -2:-t

2:4 2.4

2 .4 .2.4

2.1

2.1 -" 2.12.0 2.0 2 .0

1 ..9 1 .9

2:9 2.9 2.9 2.9 . . .2 .9 . .. , London2.7 2.7

Y-0*11111r,

2.2

1 .2 1 .2

1 .2 1 .2 1 .2 1 .2 1 .2 1 .2 1 .2

1 .2

1.2

wt:

:1Mj0 1 .0 1 .0

1 .0

~' ^~" 10

Southern

Anglia

Midlands

Wales & West

2 3

1 .4 1 :4

2.2 2 .2

2 .0 1.V.9

2.1 2.1 2.12.0 2.0 2.0

1 :9

1 .51.3 < 1.3 1 .3 r+ .;, 1 .3 1.3 1.31.Y.2 '1g2'r"1~d"

1 .0

1 .2 11 1 2 .~1,- 1 .2 1.2

0 .5

.9

0.7

0.9.9 0 .9 (1 .9"` () .9

Source : AC Nielsen

0.8 0.8

MARLBORO RED KS TOTALShare Development by TV Region

1 .1 1 .1 1 .1 1 .1

1 .1

1 .1

1.1 1 .1 1 .1

9

,m~.

(1 .9

V9

0.9':

0.7 0.7

1 .-t

(1 .9 0.9 '0 .9 0 .9'' 0 .9 0.9 0.9.!

i0.s

0.$ 0 8 Q.8

.

0.

V . 0A8titer wIt ;

h b b b b b b b b b b b b ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ~ ~ 4,

Scotlandr..1r,Z?x 4-x;W1~x

Yorkshire

5 .0

4.0

3 .0

2 .0

0.0

1.0

1 .0 1 .0 1.00.9. U.9.6.8

6.9

0.9

6.8

0.8

696.

86~s

..OA6 0.6 0.7 0.7

3.9 3 .9 3.9

.,?

"'.34

MARLBORO LIGHTS KSShine Development by Trade Sector

Sti OG ~O ~~, S~~w~F4~~4~4~S,~S~'ACs5

,w40G~O~~GS~~w~P-¢~49 A~.S~S~'4~G5~40GS. O~wGS~~4,

Source : AC Nielsen

Mult Off Lic

Mult CTNs

Mult Grocers

Co-ops

7.0

6.0

5 .0

4.0

3 .0

2 .0

3.8 38 3238 38 39 3'J.6 3 .6

4.7 .

4.4 4.5 4.5

59 5.9 5.9 G.0 5 9

5.85.6

5. 7

5.

2..8

2. . . .2-P- . . . .9 .. -2A8

Source : AC Nielsen

MARLBORO LIGHTS KSShare Development by Trade Sector

Forecourts

Ind CTNsInd Grocers

Symbols

6.0

5.0

4 .0

3.0

2.0

33,3 3.3

~.1

3.7 3.7 3.7.3 .8,.

3

3 4.>>-2.9 2.9 2.9

2 ~ 2.2

2.2 2.22 .ir 1

2.0

2 9 . . ~.9 . . 2.y

2.3 2.32.5 2.4

4.9

4.5 ~.c} ...-

4 .3

1 .5 L.1-

:

1.1"°~~xxs

1.9 1 ." .~.

1)

1.91..8 .

.1.8 .

1.7

1.7

1.8

1:8

. : . .

1 .8

.1. .8

1 .8.1 .71,1-6 1 .6 1. . .

1.-1 1.=t :*--zs:.'W

3.53.6

3 .5 3.6 3.C

3.5 3.53.6 3.5

3.3 '""°"~ 3

3.3 3.304

3.1 3.2 3.2

. 2.3 2.3

2.32.1 2.1

2.1 2-2 2.1 z.l 2 2 2 2.1 2.1

1 .17.7

Sti40G~O~~GS~~w~~44~~4~S~S~'~GSw40G~O~~

GS~~w~44F4~4~S~S~'~

~S5w40G~O~wGS~~~4~P4~

Source : AC Nielsen

MARLBORO LIGHTS KSShare Development by TI' Region

London

SouthernAnglia

Midlands

Wales & West� , 1 .9

1~LRS'.43x77..4? 4.1R:DF..+F.NF}7teP:77,!?iaic :+.

2 .5

2 .0

MARLBORO LIGHTS KSShare Development by TV Region

1 .s , , 1.8.,e .9<k

,7 1 .7

1 .3 1 .3 1 .3 1 .3 1 .3

1.Y..51.5 1.5

1.4

0.5 I Ib b b b b b b b b b b b ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ g g~4~ GSA

~~f.~~f Q4g44g ~,~~ ~'~4Cs°'

4,w~ A,¢~ 49 ~~q

°~~g4Gq4~

°~ GS~f 0~1~wGS4~'

4,~

Source : AC Nielsen

Yorkshire~~ I .:FSr::<.

Tyne TeesLancashire

Scotland

N Ireland

100

80

60

40

20

0

Source : Taylor Nelson

Spontaneous brand awareness1994-97

Total B&H

Total Marlboro

Total Silk Cut

100

80

60

40

20

0

Prompted brand awareness1994-97

IN1994 1995 1996 1997

Note : methodology changedbetween 1994 and 1995 .

B&H SF

Marlboro Reds

Marlboro Lights

Silk Cut KSSource : Taylor Nelson