Tobacco Documents Online

Mr. R. E. smith January 9, 1991 Page TWO O On judgment, the Filter's franchise masculine heritage is being primarily driven by Lucky's Non-filter user group which skews heavily male according to NOTS. The percent male versus female users by style by year are: O O ~uGkv Strike Non-filter Smokers 1988 ~ 1990 (Base) (79) (64) (60) Male 78 88 86 Female 22 12 14 In the recent focus groups with male and female full revenue and price/value smokers consumers overwhelmingly agreed that Lucky Strike was a more masculine cigarette brand. This appeared to be driven by the perception that Lucky was a stronger, more flavorful cigarette. Also, the packaging, particularly the LOW TAR styles best fit men because of the "bullSs-eye design", "clean" and "no-nonsense" look. Targeting adult men will not totally exclude women from relating to the brand's image or selling proposition. Marlboro has targeted me~ for many years and to date over a third (37%) of their users are female. Considering Lucky's limited marketing funds, we need to be sharply focused on who will be the most likely target to try and convert to Lucky. An adult target is too broad an audience and one that is being driven by a pricing strategy, not the inherent brand personality or heritage of the brand. Pricing should not dictate the targeting of a brand. While the price/value category skews female (53%) there is still a large group of men (47%) that smoke these type cigarettes. |

Mr. R. E. smith January 9, 1991 Page Three In conclusion, I urge that we focus all Lucky's Marketing, Media and creative efforts against a young adult male (25-49) target audience. This best reflects the current user base, leverages the brand's heritaget builds on the inherent brand personality and addresses a real targeting opportunity for the brand. memo i/3