['July', '16', '1992', 'TO:', 'R.', 'Hammer', 'FROM:', 'P.', 'Tsigrikes', '3', 'STYLE', 'SOURCE', 'OF', 'BUSINESS', 'This', 'analyzes', 'the', 'brands', 'smoked', 'by', 'respondents', 'to', 'the', 'Style', 'introductory', '$3.00', 'carton', 'bounceback', 'offer', 'in', 'order', 'to', 'determine', 'which', 'competitive', 'brands', 'may', 'be', 'providing', 'Style’s', 'source', 'of', 'business.', 'BACKGROUND', 'As', 'part', 'of', 'its', 'January', '-', 'April', '1992', 'introductory', 'Sales', 'Promotion', 'program,', 'Style', 'distributed', '1,000M', '$1.50/$1.00', 'Sales', 'Force', 'applied', 'carton', 'IRC’s.', 'Each', 'IRC', 'contained', 'a', 'bounceback', 'offer', 'which', 'enabled', 'consumers', 'to', 'mail-in', 'proofs', 'of', 'purchase', 'in', 'order', 'to', 'receive', 'three', '$1.00', 'carton', 'coupons', 'valid', 'on', 'future', 'purchases', 'of', 'the', 'Brand.', 'The', 'mail-in', 'form', 'also', 'requested', 'that', 'the', 'consumer', 'indicate', 'their', '"Brand', 'smoked', 'most', 'often".', 'Since', 'Style', 'is', 'a', 'new', 'Brand,', 'we', 'can', 'assume', 'that', 'any', 'competitive', 'brand', 'written', 'in', 'response', 'to', 'this', 'query', 'was', 'the', 'smoker’s', 'regular', 'brand', 'prior', 'to', 'their', 'purchase', 'of', 'the', 'Style', 'carton.', 'The', 'initial', 'estimated', 'response', 'rate', 'for', 'this', 'bounceback', 'offer', 'was', '15%', 'or', '150,000', 'requests.', 'Actual', 'bounceback', 'requests', 'are', 'coming', 'in', 'well', 'below', 'the', 'initial', 'estimate.', 'This', 'is', 'probably', 'due', 'to', 'the', 'uncompetitive', 'values', 'of', 'the', 'IRC', 'coupons', 'which', 'have', 'hindered', 'sales', 'and', 'the', 'low', 'levels', 'of', 'advertising', 'which', 'have', 'hindered', 'brand', 'awareness.', 'However,', 'through', '7/9,', 'Lorillard’s', 'redemption', 'house,', 'New', 'Century,', 'has', 'processed', '9000', 'requests.', 'On', 'almost', '6000', 'of', 'these', 'requests', 'smokers', 'have', 'filled', 'in', 'legible', 'competitive', 'brands', 'in', 'response', 'to', 'the', 'query', '"Brand', 'smoked', 'most', 'often".', 'The', 'analysis', 'that', 'follows,', 'tabulates', 'the', '6000', 'responses', 'by', 'brand,', 'compares', 'each', "brand's", 'percent', 'of', 'the', 'total', 'to', 'the', 'brand’s', 'respective', 'MSA', 'market', 'share,', 'and', 'derives', 'a', 'source', 'index.', 'This', 'index', 'helps', 'determine', 'whether', 'Style', 'is', 'more', 'proportionately', 'attracting', 'business', 'from', 'the', 'competitive', 'brands', 'and', 'Image', 'Based', 'category', 'segments', 'targeted', 'in', 'the', 'original', 'Marketing', 'Strategy.', '20€222h6']