sample="quota" bates="677180934" isource="bw" decade="1980" class="ni" date="19830506" GE 278 L (9-75) BROWN & WILLIAMSON TOBACCO CORPORATION INTERNAL CORRESPONDENCE TO S. M. FINELY DEPT C. C. to B. Ryan B. J. Morrison P. J. Strasser B. L. McCafferty FROM T. E. ALBERT/smc DATE May 6, 1983 SUBJECT ARIES SUMM RESULTS - ITERATION #1 The purpose of this memo is to provide direction for the Aries product and advertising development. This is the first iteration in a series of simulated marketing strategies which will be tested via the SUMM model in order to assess the potential of various product positionings. Iteration #1 addresses the following topics: Relative importance of the Aries product benefits Attraction to Aries product benefits by demographic group A. Relative importance of Aries product benefits (Table 1) SUMM simulations were run for Aries so that an assessment could be made concerning the relative importance of the Aries product benefits. In order to isolate each product benefit, we simulated the event that all consumers know nothing about this new brand except for the fact that it has a particular product benefit. Thus, a different SUMM score was obtainable for each simulation of a new brand with 100% consumer awareness of a given product benefit. Below is an "importance hierarchy" for the major product benefits of Aries: 1. Low tar/lot of flavor 2. Very easy to draw 3. Leaves you very satisfied 4. Non-menthol with a cooling sensation 5. Special filter 6. Plastic filter B. Attraction to Aries product benefits by demographic group (Table 2) An analysis was conducted on the demographic composition of the groups of people who were attracted to particular product benefits. Below are the findings: Smokers who were attracted to low tar/lot of flavor tended to be/have Older Lower income Men Less educated Full-taste non-menthol kings smokers Although 100% is an unrealistic awareness level, it was used to estimate the maximum potential of effectively communicating a particular product benefit. Thus, the assessment of the relative importance of various product benefits can be made. Smokers who were attracted to very easy to draw tended to be/have: Older Full-taste non-menthol smokers Less educated Smokers of all lengths Lower income Men Smokers who were attracted to leaves you very satisfied, tended to be/have: Older Full-taste non-menthol kings and 100's smokers More educated Higher income Both men and women Smokers who were attracted to non-menthol/cooling sensation tended to be/have: Older Full-taste non-menthol 100's smokers Moderately educated Lower income Both men and women Smokers who were attracted to the special filter tended to be/have: Younger Higher income Women More educated Lights non-menthol 100's smokers Overall, smokers who were attracted to the combination of all of the Aries benefits tended to be/have: Older Full-taste non-menthol kings smokes Less educated Both men and women Moderate income These findings are summarized in the following matrix: This matrix identifies the segments from which the highest percentage of Aries triers came. However, a significant percentage of triers also came from other segments; therefore, refer to Table 2 for more detailed information regarding the composition of the Aries triers. As mentioned previously, this is only the initial stage of the iterative SUMM process. The next step is to utilize our findings in this first iteration to create various product positionings which will then be simulated in the next iteration. If you have any questions or comments, please call. T. E. Albert TABLE 1 SUMM SIMULATIONS SUMM SCORE 1. A new brand which no one knows anything about except that it has low tar and a lot of flavor 3.50 2. A new brand which no one know anything about except that it is very easy to draw 2.01 3. A new brand which no one knows anything about except that it leaves you very satisfied 1.18 4. A new brand which no one knows anything about except that it is a non-menthol with a cooling sensation .47 5. A new brand which no one knows anything about except that it has a special filter .36 6. A new brand which no one knows anything about except that it has a plastic filter .00 7. A new brand which no one knows anything about except that it has all of the above attributes 5.34