Marketing to Kids

	RJ Reynolds: CONFIDENTIAL Product Research Report -- Share of Smokers by Age Group To: Mr. T.L. Ogburn, Jr. From: John M. Wallace Date: October 30, 1975
	Summary of Image Page One "This memo is the annual update of trends in share of smokers by age. Information is drawn from the April NFO panels. The tables included are: 1) Winston - Marlboro comparisons, 2) SALEM - Kool comparisons, 3) corporate share of smoker comparisons, and 4) smoker share among the top ten brands." "...Marlboro's traditional source of strength - younger smokers, though still sizeable, is eroding at a rapid rate." "...Marlboro King showed a five share point loss in the 14-17 year old group..." [click on image to download document -- 24K]
	Summary of Image Page Two Table I: Trends in Winston's Share of Smokers by Age Group Compared with Marlboro Includes "Total Younger Smokers (14-17) and Total Adult Smokers (18 & Over) [click on image to download document -- 17K]
	Summary of Image Page Three Table II: Trends in SALEM's Share of Smokers by Age Group Comared with Kool Includes "Total Younger Smokers (14-17) and Total Adult Smokers (18 & Over) [click on image to download document -- 17K]
	Summary of Image Page Four Table III: Trends in Company Shares of Smokers by Age Group Includes "Total Younger Smokers (14-17) and Total Adult Smokers (18 & Over) [click on image to download document -- 16K]
	Summary of Image Page Five Table IV: Trends in Top Ten Brand Item Shares of Smokers by Age Group Includes "Total Younger Smokers (14-17) and Total Adult Smokers (18 & Over) [click on image to download document -- 16K]
	BACKGROUND NOTE: This document about marketing to kids was used as a trial exhibit in Florida, Mississippi, Texas and Florida. Quotes: This memo is the annual update of trends in share of smokers by age... Marlboro's traditional source of strength - younger smokers, though still sizeable, is eroding at a rapid rate. Between April, 1974 and April, 1975, Marlboro King showed a five share point loss in the 14-17 year old age group, and since 1973, Marlboro King's share of market has declined by eight share points in this segment....Winston King did not capitalize on Marlboro's decline, but exhibited some softness itself -- especially in the younger age groups (14-17 and 21-24).... Salem King shows encouraging growth by posting a four share point gain in the 14-17 market....This growth for Salem occurred at a time when Kool King declined substantially in the 14-17 market... Anne Landman American Lung Association of Colorado, West Region Office Grand Junction Title: Product Research Report. Share of Smokers by Age Group. Type of Document: Confidential letter/memo with attachments Author: John M. Wallace Recipient: Mr. T.L. Ogburn, Jr. Date: October 30, 1975 No.of pages: 5 Site: RJ Reynolds document site http://www.rjrtdocs.com/frames.jsp Bates No: 500769032/9036 (only enter the first page on the RJR site if you search by Bates No.) URL: http://www.rjrtdocs.com/imaging.jsp?SIZE=774&LOCATION=0

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RJ Reynolds: CONFIDENTIAL Product Research Report -- Share of Smokers by Age Group