International traveler had not been targeted because KOOL awareness is extremely low among international travelers. But Thai and Pilipino should be targeted because;

• They like menthol taste cigarette, and they need a souvenir from Japan.

• Chinese and Korean do not smoke menthol taste much.

• Bringing cigarettes into HK and Singapore is prohibited.

Followed by the above findings, innovative strategy was developed;

1. GWP with a purchase of 1 carton, not 2 carton, which is standard mechanism among the industry due to ROI efficiency. Also, this challenge demands a half unit production cost with maintaining enough appealing effect.

2. GWP to attract to both Japanese young male and international traveler, so Hybrid design is required to satisfy two targets with different insights.

Off take market share is increased by 0.4% in the period. Also, this marketing challenge was well-repeated from retailers and impressed them that BAT is innovative manufacture.