sample="quota" bates="2044290615" isource="pm" decade="1980" class="ni" date="19870609" PHILIP MORRIS U.S.A. INTER-OFFICE CORRESPONDENCE 120 PARK AVENUE, NEW YORK, N.Y. 10017 TO: Jim Scully DATE: June 9, 1987 FROM: Jeanne Bonhomme CC: J. Spector SUBJECT: Focus Groups on Merit's Image, Advertising and the Appeal of "Thins" Attached is the moderator's report which summarizes the six focus groups conducted for Merit. Four of the sessions were comprised of Merit smokers and two competitive flavor low tar smokers. The discussion guide concentrated on three main areas: 1) Image of the Merit smoker vis-a-vis lights line extension smokers 2) Recall, recognition and reaction to Merit's advertising 3) The appeal of Merit "Thins" The report covers the findings in a fair amount of detail. For this reason, the main points are summarized below. Image of the Merit Smoker A health conscious individual who is specifically looking to cut down on tar and nicotine. An individual who is more aware, perhaps better read than smokers of full-flavor brands. An average person. A middle class all American type. An mature person who is not a "true" hard core smoker. Someone who does not smoke for flavor and is desirous of quitting smoking. Merit smokers envisioned: A better educated rather than "laborer" type of person. Someone who makes national decisions and thinks things through. Competitive flavor low smokers often viewed the Merit smoker in a less favorable light. Referring to the typical Merit smoker as "ordinary", "plain", "not a go getter". Advertising Rarely was familiarity with Merit's advertising mentioned. This was even true among Merit smokers. After being shown three Sail/Breakaway ads, a few participants believed that they had seen at least one of the ads or an ad which was quite similar. Yet, the majority did not recognize the campaign. Upon examination, the Sail campaign was well liked. It suggested that Merit was a smooth, light cigarette. "Breaking away" to Merit would provide a taste comparable to "Lights" but with less tar. Merit "Thins" The vast majority of respondents felt that Merit Thins would provide health benefits. Less tobacco suggested lower tar and nicotine. For some, it also implied less flavor. Overall, interest was limited to females. Males felt the cigarette was too thin for them. The cigarette was described as a stylish/sophisticated alternative to regular cigarettes. Linkage to Merit did not seem essential for smoker acceptance. It did not enhance the cigarette's image nor did it increase its acceptability among competitive brand smokers. JB/isw Distribution W. Cambell D. DAngoor J. Zoler