Philip Morris International 2012 - Confidential

• Marlboro Classic• Consumers are conservative,for example Winston Classic,who doesn't want to try the cigarette

because of classic image they have about the brand

• Consumers of Kent Deluxe and Pall Mall Extra Cut Black,they don't choose to smoke Marlboro Classic Flavour,because they believe it is a cigarette with a more powerful tabacco taste even have the same amount of tar

• Consumers of Pall Mall Extra Cut Black,who smoked in the past Marlboro Classic and they don't want to come back to this version,because they believe that cigarette taste and flavour has changed over time

• Some of Kent Deluxe consumers don't wish to try this cigarette because it causes sore throat and shortness of breath

• For some of Kent Deluxe ,Dunhill Rich Taste and Winston Classic consumers,this product represents an alternative,being excited about the new attribute "less smell"

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Philip Morris International 2012 - Confidential

• Marlboro Round Taste• Some of Kent Blue consumers say they haven't tried this product because of the design

package,which looks like Marlboro Classic package,they thought it is a strong cigarette

• Most of the Kent Blue consumers are exited to finally have an equivalent product for them in terms of the amount of tar

• Some consumers of Kent Deluxe prefer to smoke Marlboro Round Taste,because they claim that tastes much smoother unlike Marlboro Classic

• Some Pall Mall Extra Blue 100's consumers prefer the KS version of Marlboro Round Taste cigarettes claiming that are a little lighter than 100's versio

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Philip Morris International 2012 - Confidential

• Marlboro Filter Plus• Marlboro Filter Plus represents an alternative for Pall Mall Extra Cut Blue and Kent HD 6 consumers

• Consumers of Dunhill Fine Cut Master Blend appreciate the taste of Marlboro Filter Plus cigarette,saying it tastes constantly throughtout smoking unlike 100's cigarettes they have tried it

• Some of Dunhill Fine Cut Master Blend consumers claimed that their cigarette is much smoother compared to Marlboro Filter Plus,an other alternative for them being Marlboro Touch 6.

• Most of Winston Blue consumers prefered the old design of the package because it is easier to differentiate than Marlboro Filter Plus Extra

• Some consumers are claiming that the "less smell" attribute doesn't have any effects because the smoke impregnates quickly in their chlotes

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Philip Morris International 2012 - Confidential

• Marlboro Filter Plus Extra• I met light cigarette consumers who didn't knew about the Marlboro Filter Plus Extra version

• There are consumers of Dunhill White who don't want to try Marlboro Filter Plus Extra because the 100's version doesn't exist,choosing to smoke Marlboro Filter Plus even if they have a larger amount of tar .

• With the start of the new campaign Marlboro Filter Plus Extra has become an alternative for Dunhill White and Kent Silver consumers

• The package design of Marlboro Filter Plus Extra and modern opening system delight consumers

• For some of Kent Silver consumers,Marlboro Filter Plus Extra is a much lighter cigarette even if they have the same amount of tar,some of them even prefer Marlboro Filter Plus or Marlboro Touch 6

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Philip Morris International 2012 - Confidential

• Mechanic/Premiums

• Consumers who didn't had cigarette packages,they wish to participate on our offer "buy 1 get 1"

• Most consumers participated to the "swich" offer ,few of those refused,and consumers who refused they had their pack of cigarette full and those who prefered a different quantity tar cigaresttes compared to ours.

• Loyal consumers were delighted to have received another pack hoping that in the future to keep the same mechanics of prizes for them

• For Marlboro Touch 4/6 consumers the lighters doesn't represents something new,most of them wish new offers and prizes

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