throbber
Accord Ownership
`
`'J--'2~:
`
`s,,,:.,
`
`,.r.;:\?u
`~ ~~
`r _}'5\
`'--
`'d \u ... "7
`
`%1,1:::.
`
`\. \ 'L, I
`
`·1;~
`
`·,i·
`
`'i!: ·n ~I!
`""'' In
`
`Current
`Owners
`(489)
`
`1
`
`I
`
`300
`
`200
`
`1 i J1 ;Jf 10b
`
`::
`
`·,
`
`4/99 6/99 8/99 1 0/99 12/99 2/00 4/00 6/00
`
`8/00 10/00 12/00 2/01
`
`4/01
`
`6/01
`
`(cid:127) Warranty Cards Received
`
`(cid:143) Letter of Ownership Recei'.A:ld
`
`0 -ACCORD
`
`90
`
`80
`
`70
`
`60
`
`50 ..fi
`
`40
`
`30
`
`20
`
`10
`
`0
`
`8/98 10/98 12/98 2/99
`(cid:127) MBGs Fulfilled
`
`Source: https://www.industrydocuments.ucsf.edu/docs/jxlx0179 "
`
`'U s:
`
`t,.)
`0
`0
`....l..
`.,:::.
`CX)
`--...J
`.,:::.
`--...J
`~
`
`Ex. 2024-0001
`
`

`

`Reasons why Accord is Smoked Infrequently
`
`(cid:127) owners Not
`Smoking Accord
`(n=26)
`
`El Owners Smoking
`Accord 50% or
`Less (n=55)
`
`\
`
`1\1,
`
`,:\
`
`I.,[.
`n;, I
`
`,,
`
`)
`
`-ACCORD
`
`,\
`
`1
`
`,
`
`1
`
`.. J
`
`1
`
`Taste f: 1111
`
`Too Li,ght
`
`Hard to Draw
`
`Not Enough Puffs
`
`Inconvenient (Too Much Trouble)
`
`Charge Doesn't Last
`
`J1ii
`
`Breakoffs
`
`Too Hardlto Find Cigarettes
`
`I
`
`Only Smoke Accord in House/Car/at i..l _,....___,_.,._ ___ ....,._.....,. ...
` 11
`Work/around Non-Smokers
`i\:Jt.l\ :_'
`
`•1
`
`11
`
`Expensive/No Coupons
`
`Aw kw aird
`i
`
`Image
`
`Prefer Regular Brand
`
`0%
`
`5%
`
`10%
`
`15%
`
`20%
`
`25%
`
`30%
`
`35%
`
`40%
`
`45%
`
`Source: https://www.industrydocuments.ucsf.edu/docs/jxlx0179
`
`"1J s: w
`
`0
`0
`---l,,
`~
`CX)
`--..J
`~
`--..J w
`
`Ex. 2024-0002
`
`

`

`Accord "Hurdles" to Success
`
`• Trial
`- Awareness
`-
`"My Brand"
`- Price
`- Availability
`- Social acceptability
`• Adoption
`- Product taste
`- Higher delivery
`• Continued Use
`- Realization of personal meaning
`- Social acceptability
`- Product - increase# puffs/cigarette and# cigarettes/charge
`
`+\CCORD
`
`Source: https://www.industrydocuments.ucsf.edu/docs/jxlx0179
`
`"'U s:: w
`
`0
`0
`....l..
`~
`00
`--..J
`--..J
`~
`
`~ .
`
`Ex. 2024-0003
`
`

`

`Activity
`
`• Call Activity & Ownership is influenced by Direct Mail and
`Advertising.
`
`700
`
`600
`
`500
`
`400
`
`* a
`£
`300
`
`iii
`
`200
`
`100
`
`·W •W ,[+.Ir fU •Ua r,..,.,.,u .J.,L.r...JI. '-d- 1w w .. 1w,1,,,,-1. f,J,..1....r.,1...1,sWL flewl•hW ·.1-1. 1-..:J~"W,.,W,,"'-',ilWf,:,IWL.'84~
`0 \b4• r f.,LI,.JIIQ,. le-,IL,•1-J/. W
`;2/9; •,,,; ~,..'
`~rod ~;; ~rod
`;o,u~ ~;;, ~,u,~ ~/01 ~ 6/01
`s111.'
`;,,,.·
`; .,.;; '"~ ~.,;
`8/9~ ~o/9~
`
`111 Inbound Galls to CSR
`
`(cid:127) Retail Location Prompter Calls
`
`(cid:143) Out of Area Code Prompter Calls
`
`-A
`( ( 0 RD
`
`Source: https://www.industrydocuments.ucsf.edu/docs/jxlx0179
`
`"'U s:
`
`(.,.)
`0
`0
`...Ji.
`~
`00
`"""' ~
`"""' 0,
`
`Ex. 2024-0004
`
`

`

`Accord Owner Activity Over Time
`
`• Over the past three years we have the following
`from the adult smokers who buy Accord:
`- 20% to 25% register ownership through a warranty card
`or MBG (most within one month)
`- Approximately 3 0% ask for an MBG
`- 20% will never show activity after registering
`ownership
`- 12% will discontinue use within a year
`- The rest will show activity for a year or more but will
`go inactive at some point
`- Approximately 10% will continue to be active
`
`-ACCORD
`
`Source: https://www.industrydocuments.ucsf.edu/docs/jxlx0179
`
`-u s::
`
`(.,.)
`0
`0,
`....l,, I
`
`.i:::.
`(X)
`--..J
`.i:::.
`--..J
`(j)
`
`Ex. 2024-0005
`
`

`

`Accord Summary
`
`• Accord has been in Retail Sales Test in Richmond for three
`years
`• Over 3,600 kits have been sold (800 registered ownership)
`• Overall awareness of Accord is approximately 40%
`- Higher among PM brand smokers ( 60+%)
`• Of those that register as an Accord Owner:
`- 30% will MBG with taste as the most significant issue
`- Of those that continue to smoke Accord, inconvenience becomes
`more of an issue
`
`- Smoke Accord "situationally"
`
`-ACCORD
`
`Source: https://www.industrydocuments.ucsf.edu/docs/jxlx0179
`
`~
`
`0
`0
`....l..
`~
`(X)
`--..J
`~
`--..J
`--..J
`
`Ex. 2024-0006
`
`

`

`' :
`
`-ACCORD
`
`2001 Update
`July 2001
`
`"'U s:
`
`(.,.)
`0
`0
`...Ji..
`~
`00
`-....J
`~
`-....J
`00
`
`-ACCORD
`
`Source: https://www.industrydocuments.ucsf.edu/docs/jxlx0179
`
`Ex. 2024-0007
`
`

`

`/ C.
`
`•. \·-r
`\
`
`Source: https://www.industrydocuments.ucsf.edu/docs/jxlx0179
`
`PM3001487479
`
`Ex. 2024-0008
`
`

`

`Accord Ownership
`
`90
`
`80
`
`70
`
`60
`
`'50
`
`40
`
`30
`
`20
`
`10
`
`0
`
`8/98 10/98 12/98 2/99 4/99 6/99 8/99 10/99 12/99 2/00 4/00 6/00 8/00 10/00 12/00 2/01
`(cid:127) warranty Cards Received
`
`(cid:127) MBGs Fulfilled
`
`o Letter of Ownership Received
`
`Current
`Owners
`{489}
`
`f i
`
`300
`
`200
`
`100
`
`i'
`
`- i,
`
`4/01 a,o:· 0 ACCORD
`
`Source: https://www.industrydocuments.ucsf.edu/docs/jxlx0179 -
`
`u s: (.,.)
`
`0
`0
`~
`.,i:::..
`CX)
`-.J
`.,i:::..
`CX)
`0
`
`Ex. 2024-0009
`
`

`

`Accord Awareness Comparison Summary
`
`Eclipse
`(Week 6)
`%
`
`1002
`
`88
`
`72
`
`60
`
`15
`
`N==
`
`Brand Aware
`(Unaided)
`
`Ad Aware
`
`Trial
`
`Purchase
`
`Total Smoker
`"Share"
`
`0.6
`~ ........ === -.. -----· ·_.·-_=_·-=-"=I L---------
`
`I
`
`1
`I
`
`:
`
`Accord
`(Tier 1) '.
`%
`
`416
`
`38'
`(10)
`
`23
`
`3.8
`
`0.5
`
`0.6
`
`,~;;._; __ ,
`
`..... ~~:::SI I
`
`I r:-:-:-:-::::=~...:;:.•
`
`I ORD
`
`Source: https://www.industrydocuments.ucsf.edu/docs/jxlx0179
`
`"1J s:
`
`t,J
`0
`0
`....l..'
`~
`CX>
`--..J
`~
`CX>
`....l..
`
`Ex. 2024-0010
`
`

`

`The Richmond Accord RST Market
`Approximately 100 Stores in three counties and
`city of Richmond; The RST extends 30 miles
`
`•
`
`-ACCORD
`
`Source: https://www.industrydocuments.ucsf.edu/docs/jxlx0179
`
`"'U s::
`
`(.,.)
`0
`0
`....l..
`.i:::..
`CX)
`--..J
`.i:::..
`CX)
`
`"'
`
`Ex. 2024-0011
`
`

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