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BROWN& WILLIAMSON TOBACCO CORPORATION ~~i~ Internal Correspondence . ~ ~_ ~ ,- .." SUBJECT" ASsessment of the Fe,~ale Target Audience / "~ To provide an assessment of the female target mark an the _ ~~ female light smoker based on the attached Marketlng Cc~munica-~- ~ tlcns article, "Segmenting the Working Woman Market" and Geer, ~ " _~" Discussion Female Market Se~mentatlon (see Attachment I) The attached article describes the necessity of segmenting the female market. Of most interest is the segmenting of "blue blouse" versus "white blouse" working women. They are described as follows: Blue Blouse (traditional working woman) mm D eD In em Less educated (high school or less/some college) Lower salaries (less than $15,000) Most likely to have secretarial/clerlcal Job type Work to supplement family income Desire to be pampered, i.e., inexpensive cosmetics/ costume Jewelry. In quantity, the "blue blouse" segment represents the majority of all working women. White Blouse (career woman) m D em m em em Higher salary ($30,000 and up) Work for personal challenges/rewards/self-expresslon and growth through careers Desire for identity and sense of self Acquires additional education Committed to their careers Concerned with professional appearance - upscale attire. F:~ - B&W v P.M. CAN 89-470-L-B BWT53-049 ;/ ° ~ ~ .I 46590Z43t

y N. G. NAUGHTON Page 2 April 14, 1989 Female Liqht Smoker Profile (see Attachment II) The female light smoker is primarily younger, leaa educated and with a household income of $20,000-$39,000. Conclusion This information emphaalzea the neceaalty of strategically selecting a specific segment of the female market to target.III Thla data appears to support the early market research resultsw f| of the "new campaign," i.e., we are uaing a "white blouae" ii~ canpalgn to target to a predominately "blue blouse" market.IIi However, it alao suggesta that our current campaign is more in line with the "blue blouse" target audience. ~\ Suggestion With this broader definition of "female aeg~enta," perhaps it will aid us in specifically identifying and understanding our target audience in order to direct our advertising and promotion more effectively. Next Steps Nancy, I would llke to discuss and hear your thoughts. 0085~Lte Attachments i BWT53-050 B&W v P.M. CAN 89-470-L-B 46590243Z