Anne Landman's Collection
MARLBORO 930000 MEDIA STRATEGY DISCUSSION 921012
Abstract
This 1992 Philip Morris (PM) document describes a Marlboro marketing plan, and says that Marlboro must "deliver advertising that is bigger than life--heroic and cool, rather than reality based and "establishment."
The major objective of the plan was to target Young Adult Male Smokers or YAMS. Pursuant to this goal, PM divided up all of their YAMS into four groups: Macho Hedonists (who "want beautiful women" yet harbor "anti-woman attitudes," 50's Throwbacks, who spedn their time waxing cars and watching TV, Enlightened Go-Getters or EGGS, who are upscale and into fitness, and (Sensitive) New Age guys, or SNAGs, who tend to be white, have some college backgound and are into self-fulfillment and playing music.
Macho hedonists, they predicted, read Playboy and Penthouse magazines as well as "enthusiast titles" like Four Wheeler magazine and Popular Hotrodding.
In this document, Leo Burnett also suggests PM should should target the Asian markets more because the smoking rate is higher than in the general population ("One source estimates that 50-70% of Asian men smoke") and the "Segment is geographically concentrated" (they live in together ghettos, which makes them easier to reach as a group).
Fields
- Quotes
Objective
Given marketing and creative direction, we are challenged in 1993 to find the best balance of media which showcase Marlboro's leadership image and media which provide more personal/relevant contact with key audience segments.
Strategies
--Identify interests/lifestyles of key audience segments...
Key Audiences
A. YAMS
The purpose of this section is to identify the interests/lifestyles of key Marlboro audience segments. It will provide the basis for developing and selecting more personalized, lifestyle media.
STORYFINDER
...To understand the lifestyle of YAMS, conducted research using Storyfinder--software package which uses Simmons database to create profile of target audience.
-Demographics -Activities (social, athletic, political, etc.) -Product/Service purchases and usage -Ownership of household items
-Evaluates and reports on as many as 1,600 items and their prevalance among target audience.
Storyfinder Research on YAMS confirmed intuitive profile of this group:
--Enjoy various types of tobacco --Party animals --Music enthusiasts --Junk Food Junkies --Into sports (participate and watch) including racing --Outdoorsmen --Casual dressers --Setting up household
Marlboro segmentation research goes beyond Storyfinder to identify groupings within YAMS audience
Macho Hedonists - 20%
--Fun loving, gregarious, like attention --Anti-woman attitudes --Seek excitement, hang out, want beautiful women --Goals are material success and exciting life --Like to drive, meet women, party --Single, white, higher income, smoke 1+ packs per day
50's Throwbacks - 24%
--Conservative, careful planners --Traditional values reflected in attitudes and goals --Concerned with appearances, fitting in --Watch TV, wax car, DIY [do-it-yourself] --High School grads or less, employed, more blacks...
Enlightened go-getters - 28%
--Upscale, educated, ambitious, liberal attitudes about women --Masculinity reflected in physical fitness and career success --Travel, go to bars, attend sporting events --Carton buyers, smoke less than 1/2 pack per day --Less interested in brand images --Employed, college
New Age Men -22%
--Self-fulfillment key goal --not concerned with money, appearances --Like excitement and interesting people --Listen to and play music, read --White, college, smoke 1+ packs/day, more likely to buy cartons...
Macho Hedonists More interested [in] Hanging out, meeting women, going to parties, cruising in car, going to concerts
Less Interested: Non-competitive sports, politics
50's Throwbacks - More interested [in] Watching TV, waxing cars, Do It Yourself projects, going shopping, discussing news, going to picnics, BBQ's
Less Interested [in]: Going to concerts, gambling
EGGS More Interested [in]: Traveling/road trips, fishing/hunting, going to bars, restaurants, night clubs, going out with co-workers, working out, attending sporting events
SNAGS
More interested [in]: Going to movies, reading, going to concerts, playing/listening to music
Less interested [in]: Team sports, attending sporting events, fishing/hunting...
B. SPECIAL MARKETS
ASIAN
Asian Market (3% U.S.) appropriate segment to add:
--One source estimates that 50-70% of Asian men smoke --Segment is geographically concentrated
Group: Chinese, Filipino, Japanese, Vietnamese, Korean, Asian Indian, Laotian, Cambodian, Pacific Islander
- Company
- Philip Morris Cos., Inc.
- Author
- (Corporate author) LEO BURNETT AGENCY
- Recipient
- N/A
Document Images
