FTC Joe Camel Documents
1981 Segmentation Study
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Document Images
Produced to Federal Trade Commission pursuant to subpoena
dated June 6, 1997.
Produced to Federal Trade Commission pursuant to subpoena
dated June 6, 1997.
] 981 g~! G,.~I.N I A I I ON SI UDY
ARI:Ag 10 BE INVESIIGA/ED
~IOTIVAIION ~OR SWITCHING BRANDS/FAHILIES
t I'~[:ANIt,~G OF }.~RARD FAHll_]ES
S[:GMENI'ATION OF THE I.~ARKET
CONCEPTUAL FRAMEWORK DISCUSSION
CX 29-C
RM031135
~ 9 ~ 9 95F0~
I I
Produced to Federal Trade Commission pursuant to subpoena
dated June 6, 1997.
Produced to Federal Trade Commission pursuant ~o subpoena
'dated ,lune 6, 1997.
"/,661 '9 ounl" I~up.
~u~lqns o~ )u~n~nd uo!ss~.mmo~) ~p~j, i~u;)p,~.,l o! pa~np(ud
0,3
-~ ~ ..
,..,,",A,',.., "-'X~, ,-=, ENCF.
e rW_GbL.AR
TEEN-
1953/57
YOUNG
1958/50
?EER PRESSURE
LUCKY STRIKE
YOUNG
PAXiLY
qOr~
bO-t~ORKERS
SMOKE "SMART~
~ATURE ! EMPTY
i970 - ~RESENT
FAMILY (WI FE/CHI LDR£N)
hEALTH
VANTAGE NOW
TRI~/ACCcP~D
MAR LBORO
iRUE
CARLTON
L9£'9
- ED/"
I ~~EJ=CTED
8sEOS
PALL
~ALL
LUCKY STRIKE
PALL ,~ALL
Produced to Federal Trade Commission pursuant to subpoena
dated June 6, 1997.
~ARLBORO
LUCKY STRIKE
CA~IEL
PALL MALL
VANTAGE
TRUE
IIIARLBORO
LUCKY
CA£EL
PALL i~ALL
Produced to Federal Trade Commission pursuant to subpoena
dated June 6, 1997.
SI.IOKLRS I)I!SCRIBE 1lIE I~IAGE OF A BRAt~D FAMILY IN WORDS
"IIIAT REI_A'IE 10 II~EIR I..IrLSIYI.E., II~EIR EXPi:-RIEI~ICE WITH
fiiE BRAI'ID, AND |IS ADVLRIISIHG,
-- [']ARI._I~ORO IS t.IACl10,, SI ROI~G., HASCULINE
-- [~ON-I II_IERS ARE OID FASIIIOI'~ED
CARLIC)N IS "II0[ AIR"
-- VIRGII'IIA St_If-IS IS /.iO[)Ll.~tl) STYI.]SII.~
F EI.IAI_E
-- ~Ii.RIT IS LOW fAR,, CO[ICERtlED~ THE
"SHARI " BRAN]) lO SIgO~:E
*[hLH[IO[I [IAF, I i-'.Ol<O [IACIIO [0 YOU;';GLR ADUI..TS, FARI ICULARL_Y,
O[Di!R l'i ..~
r~,~'l L USE SOt.I['YIIIA[ blttl:f([:l~l~ t!ORI3'S I-I~hH YOIJI~F~ER
P[.OPI E /~ !,,' '" ANI~IBS ,
, F~ [:,~ D I !A S ,g [- ",' I- R t', [. "I,I E ' "
CX 29-I
RM031141
0
r~
o
9-6Z XD
'9:IO--NIdS :tO 71dkL
]H/ (]NV A-IINVJ (It~VLJ<J :Jtl_l. tflOf[ (liBVb'~O_L _"]LIFILI.LLV ]AI.I. ISOd
V ]AVtl ISflN S~J3)~OHS "-lrl:iSS-333rls 3~I OJ. :t.-lO-NldS V ~0-.]
I~i SLGIiEI!]AT I.OII._S]_UDI
MF_AH.IIIG. OF. B~AND ~IIAI'IE
TIIE MEANING OF A BRAHD FAMILY IS IRANSFERRED TO A SPIN-OFF
IN IELATLVE LIER['I~., E,G, CAMEL L~G~nS ~s S]ROr.~GER/MORE
MASCULINE THAN MARI.BORO I. IGHYS BECAUSE CAI~IEI. ~s STROHGER/
MORE HASCU[.INE T~IAN [~ARI}~ORO,
TttI:RE ]S A I)IFINITE 1RAh'SFER OF qtiE IMAGE OF TIlE PAREN[
TO ANY [.file [:XILIJ$1ORS, ADDII ]OI~AI..I.Y, IT APt-'[:ARS TtlAI
OVER lIME IttAT LINE EX-F[-HSION CAH AND WII_L CttANGE TIlE
IMAGE OF lllE }.;RARD FAHIt_Y, (CAHI!I_ FAi.IILY)
ENT ) [RO$10N ......... ~
CX 29-K
RM031143
~-LE9
Produced to Federal Trade Commission pursuant to subpoena
"dated June 6, 1997.
-JS<Y ST~:KE
CI-;;STERF, :_J
XAR. 30RO >.': .~;S TO.";
CAZ4EL Vi CEROY
KEXT VAXTAGE CARLTOX
TAREYTO;; Y-" "
:~, T NOW
TRUE
f
V, S L I,v,S KOOL
:".ORE h EWPORT
I;O;;-FILTERS" I;4AGE IS OLD FASHIOgED/DATED.
~IARL'BORO'S APPEAL TIED TO PEER PRESSURE A:,:ONG YOU~;G ADULTS.
STILL CARRIES NON-FILTER IMAGE.
S ,XAGE LESS CLEARLY DEF~,'IED,
G!~,OWS UP" POSITION IN LI.'IE WITH ~':ARLBORO~S
r,.EX,/iARYETON HAVE POORLY DEFINED IHAGES,
POS iTI. ONING. ~{0 FOCUS,
I',.'-RI~ HAS CLEAREST IMAGE IN ITS SEGHENT,
VA,II~F_. s I,V, AGE IS LESS SHARP,
~'i~L ;~OVI,~G
Focus oN LS-2q PROSABLY RIGHT FOR
~.~o ~"
~c MATURE THAN !!ARLBORO, "TASTE
"K;DS CIGARETTE" iMAGE.
I,~N. HAS NO CONSISTENCY IN
i¢.AY BE THE "SMART" BRAND TO SMOKE.
CARLTGN HAS SHARP IMAGE -- LOWEST, HOT AIR, ALMOST NOT A CIGARETTE.
VIRGINIA SLIMS HAS STRONG FEMALE, DEFIANT OF TRADITIONAL ROLES, PRESTIGE
iMAGE. OTHER BRANDS SHARE THIS IMAGE TO SOME DEGREE.
KOOL/~'IEWPORT HAVE YOUNGER ADULT -- IN THIt;G IMAGE BUT LESS SO THAN ~ARLBORO.
SALE /DE.AIR HAV= ~T~t~e~r~~i~'~esu~ttosubpoe~ dat~ June 6, 1997.
].!981
]::P~HD_ Lf_~[l] L_Y_,
REGULAR
St'IOKLRS SEGMEI,I'I I::RAND FAHILIES BASED ON TIIEIR TOTAL It4AGE,~
DIFI:[RI.LNT DIt,IENS]ONS ARE SUPPORTIVE OF EACH GROUP,
I~ON-/.1FI,IIIIOI_ BRAND FAMII. IES ARE POSITIONL:D ACROSS Tt~E FUt.L
RANGE OF [ACII DIt.IENSION,
LUCKY SIRIKE
['ALl._ MAI.L
Cllf SIERF I [!LD
i~ ...................... ~ S1ROtlG
..... ~.::~.~.-~i t I l G t I 1 8 N
"~":~*:' " MALE
i~: .... SERIOUS SHOKLR
~.'.."~i~, ..~?.~iil TASIE l NDULG/NI-
.~ ............ ~:: ............ MAJOR BRAND
::::::::::::::::::::::::
M .~,~ L
F IO0 ,;M, sB E
CAMELI |VICL'ROYJ IIAREYIONI MERIT NOW
[SALEM
BF. LAIR
............. •
......... v CO ~ICERhED
• N~ ~ BRAND
MORE I
J
IAI.K ABOUI
lllti Ir;ll .,,~.~,r,l I ,,\1 IoN }tli.,l i:ll ;.~O~IJS SIROHG, t1I(;11 1-,P~r!
/.',AI lI~ I. iC, CX 29-N
~__~ II E CC,K-i l!~UOLIS [!A-II~RI! OF lll[!SE
RM031146
"IAI.K Ai-:OUT C/l!:,[[. ;:O,,'ittG,. I~l'~<lOlt,..,
"--~I'~[ ~ YOUIR I'ASIE GROWS LIP' V/'I:I[A[;E --
NOT AS CI_EAR ~S ~ I R]I~ ~,[:;,ltlr~l S~ " - 1:t tit
' ; . ,,r) l AS ~,,RP AS ,,, AIID I.~IJAL (H/tlM) GO
WIItl ;~t,1.
I~@.] VA ]].ON..FOR... S I{LT_C. UI
SMOKERS ARE tlIGItl_Y INFI_LIF.NCED BY OTtlERS to sWIlCIt I}RANDS
AND IN BRAI1D CI~OICI-] SI-:LECIION,
- FRI Eitl)S
- CO-WORKfJRS
- FAt41 LY
Tills SOCIAL 1NF[ti[.NCE CtlAHGES OVER TIME D[_PEIIDIItG UPOI1
YOLIR SIAG[ IN TIlE LIFE CYCI_E,
- TEENAGER
- YOUHG SII,IGLE
- YOLII"~G FAMI LY
- NATURE FAt'III_Y
- EHPFY NESIS
A SHOKI:R'S ]:,Rf,.i~I) CliOICE 1S AI.SO IIIGttI.Y l[~rl U!.IIC[!D BY Ills
PR[:VIOUS l,R/,,blI) LXf'I-.RIII,~CE,
CX 29-0
RM031147
[IEAkJJ,G. OE..[ RAIID__I,AI1E/SE [1E,. T5_
A BRAND'S IMAGE IS BASED ON ITS RELEVA[~CE "[0 A SMOKER'S I.IFE
STAGE~ [!XP[:RIENCE WITH rilE BRAND., AND IIS ADV[:RIISII'IG,
SNOKERS I)EF]NI]ELY IIAVE A BRANI) FAI:II.LZ IMAGE WttlCIt APPLIES
TO ALL S]YI. ES, TIlE IMAGE IS rRAL~SFFRRED TO SPIN-OFFS IN
RELA]-.IVE ] ERMS, .~ -
TIlE IOTAI. ERAflD I-AHILY IHAGE IS t.',ORE It, IPORIANT FIiAH IHI)iV!!:IIAL~ ~
DINENSIONS OF llS IMAGE, [- ~
SMOKERS IDEHIIFY GROUPS OF BP, AIID FAMILIES BASED OH IOI-AL
BRAND IHAGE,
CX 29-P
RM031148
V:..,, ~ , CAL ,qX S :
>IOR;ZO::TAL /~X;S:
, :;TE. RS E.C ~,
.~RA>,D FAY, fLY SEG>I.~.NTS
'.--- STAG=
S~OKER ~.~r~ ~.S
SUCCESSFUL ~RAND POSITIONING
LL£9
OARLTON
VANTAGE
,"iER IT
KENT
VICEROY
~'~ N STON
~'IARLBORO
F-COLLEGE ~W~i:TE COLLAR -"
i
;i I CO-',::OR KERS i
• ~t~ June e, ~.
: ~ :' F~ATURE
YOUNG ~ ~ YO~:;G ~ ,
D9 ; NA,','T
bOC I AL
i NFLUENCE
EYPTY i
"'~T
~T ~,C~
SEG,]LI,]A]
CONDUCT QUALITATIVE RESEARCH TO FURTIIER REFINE OUR
UNDERSTANDING OF 1lie KEY EI.EMFN~S OF 1HIS COI4CEPIUAL
FRAMEWORK ~
.1"," DEIERMINE EXISI[!NCE OF LIFE STAGES/PATIIS
AND IIIEIR EFFECT ON CIGARETIE SWITCHIhIG/
BRAI'~D CIIOICE,
2", DE.I[RHINE IIIE NAIURE AND SIGI~IFICANCE OF
SOCIAL PRI. SSURE ON CIGAREIIE CliOICE,
3' IMI'RO\'E UI~i)I:RSIAHDING OF SLGI.I[:N'IATION OF
I'.IFNIIIOLS AND L.OW TARS,
-- DUAl_ STYI.[S VERSUS SOLOS
-- SPIN-OFFS VERSUS GENERICS
1t, ASSESS ttow BEST I0 t.IEASURE TtI[SE SEGMENIS~
I<XIS1Ei,,tCE.~ AIIIIILII1ES.~ [:lC,
MEI IIC)D,
I H A QUAI',II I TAI I VE
CX 29-R
RM031150
