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8th Septembe=, 198t 14x'. W. Sanders p MaEkotinq Depazl:mlnt, Isperial Tobacco Li~Lted, Montreal, ~. Dear Bill, With apologies for the delay, X have now had the opportunity I:o look into the DELTA panel files with respect to the sa~les X nuppiAed to you ~n connection wlth Project INTERNATIONAL. As you Mnow, the DELTA met.hod is s~i~ly • tachnlque which reveals relative dlfferences between the pzoducts entarinq • paZtAcular test. Xt is ther,fo=~ saaewh~t invalid ~ suqgest absolute cha~ac~ezlsatAons of the specAflc ciga~ottss IAsted. In any case, I am sure you would wish undertake your own evaluations An due course, not least to account for peculiar Canadian pzoduc~ expectations. I men~Aon ~ese points only ~ cau~ton aqaAnst too definitive an Interpretation of our reports in rs~ax~ to yo~ l~rticula~ interest An these ¢/(]aEet.t"es. Nevertheless I t---hASt that ~he enclosed will be of Soma assistance to you. X :tgzQ~ ~hat da~a aA~ not available fo: samples ~02, 2L7 and EB (~A~ztrland) since these have not been looked at by ~ DEL~A panel. Also, caAr only evaluations of sm (Ge~mm~) were ~mdsz"cAken ~Lte m t~Lm~ ago, do no~: :slate to the cu~n~ p:oduct, and ths=efo=e have no~. bean cA=cula~d. Data on the follo~inq pzoduc~ m enclosed~ Coded, N588 N209 Bzand~d, Krone Vangus~d, U. K. NOt on original: c.c. Dr. L.C.F. Black~an Please do not hesitate to get In touch again Af X can be of any fuz~her assis~mce. With b@st wishe~, r'~ YOURS sincerely, ~O 'LtC' MARTIN OLDHAN BatCo document for PFSFC 1 March 1999

Imperial Tobacco Limited/Limitee B February I0, 1981 Dr. Martin Oldman B.A.T. Co. Ltd. Group Research & Development Southampton, ENGLAND Dear Martin: Here is a copy of the French work that we have initially conducted on Project Image. I hope you can find someone who can translate It for you since some of the information in it and the hypotheses are very interestlns. We should be in a quantitative phase of the exercise very soon. I also recently received an outline of the number of projects that you people handed to look at in the next few months which some of the people in the department are very interested in. So if it is possible, it would be nice to receive copies of the reports as they become available. Sincerely yours, Robert Bexon Manager Research Group t~n/rb Enclosure CD CO M BatCo document for PFSFC 1 March 1999

Imperial Tobacco Limited/Limitee January 8, 1981 2.'J I t;. rue St-Ar.loine Sir.e,-: .\lontreai. P.Q. H4C :'" [514) 9~2-11:-,: P.O. Box qS(]n ('. i" .Montreal, P.Q.."q3C AI. Cable C3bh: "L,!=:-: "T~J:~x T,;:|e:.. 05~q~0ti'.: Dr. Martin Oldman B.A.T. Co. Lid, Group Research & Development Southampton, ENGLAND Dear Martin: Here is the most recent document on Project IJmage. The llst of dimensions thac we have here was created by using triads but not the repertory grid. We found that when we separated the mechanism of collating the information from them=re creative process of defining the constructs, that the whole thing worked a whole lot better. The only thing is that now the ranking of these dimensions has to be done by different respondents and those who created them, but it is a start. The next step is to go back and try the approach in Quebec and then get a small quantitative sorting of these results. We w111 let you know what happens. Best personal regards. Hope you had a merry ChrlsCmas. Sincerely yours, Robert Bexon Manager Research Group ~q,Blrb Enclosure 0 CY', CO BatCo document for PFSFC 1 March 1999

J ".~ARKETING SYSTEMS. INC. • {- ) F,,':~DAVEr+UE. N: ,VVORK- N.Y 10022. '212) 7533220 December 8, lSS0 Mr. I.c:ert P,.+chelt IV:{;I:L T:S;ZCG LTD. 3E',O. r;e St. Antoine Montreal. P.Q. H:C 1B5 ~u eO,eC C,~ 'IA:,=, Dear Fob: Enclosed is a list of 71 evaluative dimensions which came out of the first stag~ of PPCJECT I~GE (see Exhibit I). The dimcnsions have been organize~ irto cat- egories and s~b-categc~'ie~ rased on judgement. They represent our su,,-Ir~ry of more than 200 ¢ime~sic-s we have collected from the 21 interviews I have conducted in Toronto using the Repertory Grid TechnIGue. In my colt.ion, thi: list re; resents such a wealth and diversity of infor.?Jtion that is worth pursuing t~ t'.e fullest extent. By pursuing it to the fullest extent I ~ean that wit- What we have here it is worth executing the seccnd phase of PROJECT IMAGE as Soon as possible. That phase would have two objectives: JB I. To ident;'y, ~hrough factor ~nalysis, the few superordinate dir..:nsi .:'.. t'.~t ore operative in the ~wirket and to reduce the . exi;tlrz ct:,;nsions to 20-2~ princlp~! factors, i.e., those I eva:uat'.: ,,-iteria that see~ to explalnmost of smokers' :! percept:','s. i i To prod..== ; ~ap of 15 brands of cigarettes using the factors - _ developc~ ~b:,ve. The reasor for deveioping the map is to C) evaluat~ t~.~ positions of the tested brands in light of our r~ (~ un¢erst~cc~nQ of the market. Should the map appear to accurately...~ des=rlbr "'~ ~ar:et, and should the dimensions on which it has -- U~ - MARKETING RESEARCH & CONSULTINQ .. .. .......... • ,. .o BatCo document for PFSFC 1 March 1999

~r. R'.b,~r~ Pelcr.::lt ]e; -:RfA" TG3ACCO Oec=~oer II, 198G Page 2 ~r.q been ~.a;e~ ~how promtse for positioning decisions and. crejt|ve d~vel,,;~-c,., you may decide to: a. adopt the instrun~nt for your on-going Ir~ge research, and b. possib]y, conduct a full-scale s:udy to ,over all the relevant brands, Itr n~re than IS, across all the n~rkel sec;menl~ tr.at are m judged important.. AS %r aS t'e ne.t t~ ~' concerned. ! would like tO propose that a quantitatlye stud] IX COr~uct~d lr n~ :~0 ~espondents covertng 15 brands. Eecause of t~e shee~ n~ber Of d|me~'.w.~ns, tt IS not advisable that respondents be requtred to rate or ran~ a11 IS ~-:n.:~. [ sugoest, tnstead, that each respondent rat.__eel set of ~ brands craven r:~:.'=ly according to the procedure outlined tn [xh]bt~ 2. i: Accor~tr~ t: the: pro:~:.re, the effective sample stze for each brand rated Is SO respc.~e~ts. 1, f~r~er, th|nk that It ts very Important t,,at the ~ample be representative o~ ~he ~tire ~arket and, at thts time. I sup~se we should'be concerne~ o- for reas,,r~ oF expediency -- only w~th the English-speaking segment. Bob. I an very ccnflc:en: that ,e no, have the essenr.tal elements 0t' a very good instru~e.,t, and Z am lo~kin; forward tO your cow,hefts and response to ~y s~g?-sti on. Best personal ,|snes. Sincere1/. C11 ~egGov. Ph.D. Frtlsiden~ ,0 CO ..,-.a,. BatCo document for PFSFC 1 March 1999

Cx~:5:T 1- CvJluadve Dimensions |n the Cigarette P~rket I. $~3YE: IMAGE A. $(.,ual %1e; For either men or women Sensitive person B. A~.e/..j~a fur i %.• (3) Younge~ (~) Younger :on {5) V~ung,..',",~n (6) Pature Older 01der men 01der women Immature C. S~okin~ Cr.-~.:Ct_J-.~- (7) Confi~-,:d ".'oker (a) :~out ~ clue up s~:~ktng (~) ;ants t~ ~ive up s,~ktng (10) Can t.r:le strong cigarettes (]I) Very c.~nc~rned about health Casual smoker Can't give up smoking Doesn't want to gtve up sa~tn9 Cannot handle strong cigarettes Not very concerned abo~t health 3. %ocia~ Po,,.~'i,.- an~ Life C~¢1,,e Staqe (12) High st=t'Js (13) ;hire collar (14) Y;ear LYe top of the ladder Of SuCcess Low statUS - - ~:~ Blue collar --.j Climblng the ladder of succest- • BatCo document for PFSFC 1 March 1999 .=m=m..----,mam. • °

E,HIBI" 1: Eva.' ;ative Dimensions In the Cigarette Ylrket (cont'd.) (1~) c.,tl~. ,,;on (1{) S~phis'.: ::ed E. ~ccivi:.' Not yet settled person Unsophisttcat~ ,t (:7) S :ia:', ative (I.~.) p ystc,,; Socially passive Cerebral F. ~alin.~ ;It__~ "-~..~o__n (1)) Hjrri~ "~ Rel axed ;. Relatic.~shl} .t:LVa lu~_._._~S (Z~) T,'adic,onal (21) ~.derr (Z2) C en-~. ' ' Trendy Old fashioned Closed-min~ed OB 14. P,. ~SOna :~_~,~ :r.ti r s (23) S~.I f- i,,d~l,aent (Z4) t~If-..-,,.qicent (26) ~::fln,: (27) C.erio;'~ (Z~) FIeas~,r,t person (29) F iStl~, i,,~s BatCo document for PFSFC 1 March 1999 Controlled Insecure Ordinary Loner Llgnt-splrited Unpleasant person Slovenly I r,o (~ c~ co

~XMIBIT i: Evaluative Oi~ensions in the Cigarette Y~rket (cont'c.) 2. tRAN~ I~AGE A. Sexualitz (30) (31) (3Z) Masculine Sticklno o~t of a I~ln's shirt poc;et To impress men B. s_tre~,~t. (33) Strong (34) Low tar ar, d nicotine C. $~;ing/H~alth (35) (36) (37) (38) A t.rand to twitch tO Bc:ter f~r one'c health A ~'rand Co cb~ down to A L ~and to smoke when trying, to luit s~king 3. :e~._,ta_._..[ti.,~/A.._,,~e (39) $~ell-kn~,-n brand (40) Brand that ~S been arodnd a long tim~ : BatCo document for PFSFC 1 March 1999 To impress women Mild High tar and nicotine 0 A brand to be loyal to Worse for cne's health Not a brand to cut down tO A brand to smoke w~ en not trying to qult smoking Not well-known brand Brand (:hat has been around a short tt=e t r,j C~ Co

/ .:YHIB;T 1: .:,.:;.ative Oimenstons In the Cigarette Yarket (cont'~.) Ocj as t o__._r s. (41) H~;h p~re situations £ow pressure situa=~ons (42) Pa-tTtr; Alone (43) After ~ %11 meal An~ tlme (44) Wi:h co;fee Any ttme F. Otf;ere.._r.~a_~.t~.n (45) E~:ensi.~-:~oktng {46) O~:tnc'~.e (47) I~;'ess ,,-:~king G. Visual C..-.s_ (: ,~;age) ~¢8) Fo~'a1-: .;.,ing (4g) Cl~-n {50) Re: xln3-:~Ing (Sl) Wa~ (..) P~: rn {$3) Fanc/-l~ ,:cO (54) Oar,-c01:-~ (55) Fancj na~.e Cheap-lc~king Cor~nonp]ace Not Impresslve-1ooklng %nforma1-1ooklng Messy Busy-looklrg Cold Old fashiored Plain-looking Lignt-color~ Plain name ! IW 0 0 0 BatCo document for PFSFC 1 March 1999

E~I~:T I Ev~:uattve Otmen$tons (n the Cigarette t~rke~ (cont'd.) 3. S~C~'Ir,', EX~-'.~IE'.: • ~. T~.. te (~:) (~) (6:) ~.re I ',;.or trlan nlost, ~,~.c!$d, t ~r.;...a S.- ~oth t :sting S~eet taste e Or j.i_~ (62) (6~) (64) H~,'d t(, c:~ A lot c~ ~-~e coming out Feeltn; ~'.c~e going down A full f~;ing C. Sensation O. (65) Ha,sh (66) lrri~tlr; (67) M£;st (68) Ha~ a k~ck (6g) Burnln~ (70) Has edge 3utco~e {71) !~,.:klng ,%re clgarettes .+Ii Id taste Less flavor than me, st Unp Iea san t a rosa A sl~ot of ~.itter taste Acrid Caste Easy to drGw Not enough smoke coming Out Not feel inc smoke Going down An empty feeling % WB Soft Mellow Ory Has no kick Pl easurabl • Has no edge r~ cr,, 5~oklng fe~'ar cigarettes c~ r,J BatCo document for PFSFC 1 March 1999