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Newport Red vs. Marlboro (Product Test)

Excerpts from Newport Red Product Research 1982

Summary Of Findings: Identified Test

1. Not unexpectedly, Newport Red’s comparative level of achievement vis-a-vis Marlboro in an identified test environment among Marlboro smokers, was extremely poor.
- Marlboro smokers perferred their brand over Newport Red by an overwhelming 82% vs. 9%.
- Similarly, mean overall ratings and future purchase intent scores reconfirmed the disproportionately lesser appeal of Newport Red.
2. By identifying Newport Red, there appears to be somewhat of a diminution of it strength impact relative to product mildness. Argumentatively, this may be a partial result of its Newport heritage.
- Newport Red loses significantly, but equally so to Marlboro, for "has a strong taste" (27% vs. 53%) as well as "has a mild taste" (26% vs. 55%).
- Directional evaluations of Newport Red are just as likely to address its mildness as its strength (36% "too strong" vs. 30% "too weak"; 32% "too much taste" vs. 31% "too little taste").
- Volunteered commenting regarding Newport Red, both in a postive and negative fashion, appear to be as often mildness - related as strength - related.
3. The tremendous advantages enjoyed by Marlboro over Newport Red extended to all subgroups of smokers as well as each and every product benefit area, including "has a strong taste". Insofar, as Newport Red is known to be more impactful and strong, this latter point, as well as any, reflects upon the favorable imagery Marlboro enjoys when "tested" by its franchise smokers.
4. The overall achievements of Newport Red are not particularly enhanced by identifying it to Marlboro smokers. Performanceachievement levels are generally comparable to those attained when the product was unidentified. Marlboro, on the other hand, shows significantly better ratings when it is identified to its own smokers.
- The overall mean rating achieved by Newport Red when unidentified was 63 versus a 65 when fully identified. Marlboro, by way of comparison, improved from a 68 all the way to an average rating of 90.
- Purchase intent levels for Newport Red, in terms of firm interest and total postive interest were unchanged upon product identification (13% and 50% versus 11% and 47%). Marlboro’s comparable levels improved dramatically (15% and 63% versus 76% and 94%).
- For all benefit areas, identification of the test products, consistently improves Marlboro ratings to a far greater extent than Newport Red, relative to their respective unidentified levels.


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