880000 - 910000 Continuous Tracking Prizm Cluster Groups Axis Name = Prizm

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880000 - 910000 Continuous Tracking Prizm Cluster Groups Axis Name = Prizm

Date: 1988 (est.)
Length: 6 pages
2060056276-6281
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Abstract

This marketing summary shows which demographic groups in the U.S. tend to smoke which Philip Morris brand. The summary uses a system called "Prizm Clusters" which classifies smokers by similar social group. The groups are defined by nicknames assigned to them based on smokers "life-style clusters." Some names given to these groups of smokers are as follows:

Blue Blood Estates Money & Brains Furs & Station Wagons Pools & Patios Gray Power Coalburg & Corntown Shotguns & Pickups Bohemian Mix Back Country Folks Hard Scrabble Public Assistance

According to documents, the Prizm system apparently came into use around 1986.

Fields

Quotes

1988-1991 Continuous Smoker Tracking Prizm Cluster Groups Axis Name = PRIZM 1 Filter: Region Region 1 and Year 1990

Base S1:

Blue Blood Estates Money & Brains Furs & Station Wagons Pools & Patios Two More Rungs Young Influentials Young Suburbia Blue Chip Blues Urban Gold Coast Bohemian Mix Black Enterprise New Beginnings God's Country New Homesteaders Towns & Gowns Levittown, U.S.A. Gray Power Rank & File Blue Collar Nursery Middle America Coalburg & Corntown New Melting Pot Old Yankee Rows Emergent Minorities Single City Blues Shotguns & Pickups Agribusiness Grain Belt Golden Ponds Mines and Mills Norma Rae-Ville Old Brick Factories Back Country Folks Share Croppers Tobacco Roads Hard Scrabble Heavy Industry Downtown Dixie Style Hispanic Mix Public Assistance Unknown Classificiation No Classification

Company

Philip Morris Cos., Inc.

Author

N/A - presumed corporate author Philip Morris

Recipient

N/A

Region

United States

Litigation

Stmn/Produced

Operation/Project

Prizm Cluster Groups/Research (marketing/demographic data)

Prizm research was marketing research based on grouping certain types of people into "Prizm Clusters." Prizm clusters were classifications of people according to their social sub-group, based on lifestyle tendencies. Groups had names like "money and Brains," "Pools and patios, " Gray Power, Shotguns and Pickups, etc.

Type

Chart, Graph, Table, Maps

Mrrt, Market Research Report

Subject

Demographic Data

demographics

marketing

Document Images

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1988 - 1991 CONTINUOUS SMOKER TRACKING PRIZM CLUSTER GROUPS AXIS NAME = PRIZMI Filter: and REGION REGION 1 YEAR 1990 REGULAR BRAND (PHILIP MORRIS BRANDS) ----------------------------------------------- BASE S1: BLUE BLOOD ESTATES MONEY & BRAINS FURS & STATION WAGONS S2: POOLS & PATIOS TWO MORE RUNGS YOUNG INFLUENTIALS S3: YOUNG SUBURBIA BLUE CHIP BLUES U1: URBAN GOLD COAST BOEMIAN MIX BLACK ENTERPRISE NEW BEGINNINGS T1: GOD'S COUNTRY NEW HOMESTEADERS TOWNS & GOWNS S4: LEVITTOWN, U.S.A. GRAY POWER RANK & FILE T2: BLUE COLLAR NURSERY MIDDLE AMERICA COALBURG & CORNTOWN U2: NEW MELTING POT OLD YANKEE ROWS EMERGENT MINORITIES SINGLE CITY BLUES R1: SHOTGUNS & PICKUPS AGRI-BUSINESS GRAIN BELT T3: TOTAL AL- CAMB- MARL- PLAY/ VIRG. SMKRS PINE B&H RIDGE BORO MERIT PARL. PL 25 SLIMS 100 100 100 100 100 100 100 100 100 100 119 190 - 98 133 144 - 90 100 - - - - - 284 - - 100 - 185 - 94 193 10_0 - 88 100 165 210 - 109 128 142 - 100 100 110 140 49 101 122 189 289 83 100 166 132 74 102 111 143 437 101 100 - 193 - 105 135 -_349 - 61 100 - - - 80 183 - - - 100 - 114 80 115 120 170 - 129 100 - 158 121 109 90 2t32 - 136 100 - 71 40 120 149 139 - 122 100 - 180 - 103 139 86 165 152 100 - 297 - 166 207 321 - - 100 - - - 87 239 - - - 100 - - - 97 - - - 101 100 - 249 - 94 149 77 293 236 100 68 87 92 120 137 35 90 72 100 - 67 62 122 201 48 183 84 100 - 220 - 134 38 - - - 100 219 35 196 110 97 38 - 99 100 176 133 98 97 151 68 58 66 100 181 144 108 101 147 62 79 46 100 - - - 80 367 284 - 125 100 201 128 90 87 111 35 - 121 100 272 43 139 96 91 67 204 76 100 - 44 - 68 - 48 - 211 100 139 44 125 107 101 72 91 74 100 643 41 230 89 114 66 506 19 100 42 107 94 101 79 188 165 102 100 - 88 - 89 31 237 - 125 100 68 108 91 106 113 _222 267 133 100 - 126 - 51 - 68 - - 100 - 108 304 132 38 59 - - 100 104 17 140 108 46 54 - 63 100 166 - 223 99 18 29 - 50 100 - 44 - 122 93 96 - 84 100 173 76 135 102 86 67 170 104

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1988 - 1991 CONTINUOUS SMOKER TRACKING PRIZM CLUSTER GROUPS AXIS NAME = PRIZM1 Filter: REGION REGION 1 and YEAR 1990 REGULAR BRAND (PHILIP MORRIS BRANDS) TOTAL SMKRS AL- PINE B&H CAMB- MARL- PLAY/ VIRG. RIDGE BORO MERIT PARL. PL 25 SLIMS ----- ----- ----- ----- ----- ----- ----- ----- ----- BASE 100 100 100 100 100 100 100 100 100 GOLDEN PONDS 100 132 63 59 113 117 113 173 119 MINES & MILLS 100 298 63 222 96 77 34 261 135 NORMA RAE-VILLE 100 - - 564 102 - - - 191 OLD BRICK 100 - 135 - 99 71 73 - - FACTORIES R2: 100 - 19 327 106 108 42 - 129 BACK COUNTRY FOLKS 100 - - 411 106 102 53 - 116 SHARE CROPPERS 100 - 118 - 108 164 - - 112 TOBACCO ROADS HARD SCRABBLE 100 - - - 99 - - - 463 100 - 127 21 71 31 97 - 149 U3: HEAVY INDUSTRY 100 - 65 46 89 34 123 - 154 DOWNTOWN DIXIE STYLE 100 - 244 - 69 - - - 278 HISPANIC MIX 100 - 64 - 92 - 70 - 122 PUBLIC ASSISTANCE 100 - 194 - 34 58 120 - 79 UNKNOWN CLASSIFICATION 100 - - - 124 170 - - - NO CLASSIFICATION 100 84 121 150 91 94 72 110 102

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1988 - 1991 CONTINUOUS SMOKER TRACKING PRIZM CLUSTER GROUPS AXIS NAME = PRIZM2 Filter: and REGION REGION 1 YEAR 1990 REGULAR BRAND (PHILIP MORRIS BRANDS) ----------------------------------------------- TOTAL SMKRS AL- PINE B&H CAMB- MARL- PLAY/ VIRG. RIDGE BORO MERIT PARL. PL 25 SLIMS BASE 4508 21 132 47 1301 189 122 16 139 S1: 180 1 10 - 51 10 7 - 5 4.0 4.8 7.6 - 3.9 5.3 5.7 - 3.6 S2: 195 1 8 1 57 10 10 2 5 4.3 4.8 6.1 2.1 4.4 5.3 8.2 12.5 3.6 S3: 478 - 16 4 158 24 22 - 19 10.6 - 12.1 8.5 12.1 12.7 18.0 - 13.7 U1: 171 - 9 - 51 10 4 1 8 3.8 - 6.8 - 3.9 5.3 3.3 6.3 5.8 T1: 314 1 8 3 109 18 3 1 7 7.0 4.8 6.1 6.4 8.4 9.5 2.5 6.3 5.0 S4: 489 4 19 5 137 31 9 1 10 10.8 19.0 14.4 10.6 10.5 16.4 7.4 6.3 7.2 T2: 552 7 7 8 153 21 10 4 13 12.2 33.3 5.3 17.0 11.8 11.1 8.2 25.0 9.4 U2: 511 1 16 5 149 17 26 3 16 11.3 4.8 12.1 10.6 11.5 9.0 21.3 18.8 11.5 R1: 206 1 1 3 64 4 3 - 4 4.6 4.8 0.8 6.4 4.9 2.1 2.5 - 2.9 T3: 497 4 11 7 147 18 9 3 16 11.0 19.0 8.3 14.9 11.3 9.5 7.4 18.8 11.5 R2: 176 - 1 6 54 8 2 - 7 3.9 - 0.8 12.8 4.2 4.2 1.6 - 5.0 U3: 456 - 17 1 94 6 12 - 21 10.1 - 12.9 2.1 7.2 3.2 9.8 - 15.1

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1988 - 1991 CONTINUOUS SMOKER TRACKING PRIZM CLUSTER GROUPS AXIS NAME = PRIZM1 Filter: and REGION REGION 1 YEAR 1990 REGULAR BRAND (PHILIP MORRIS BRANDS) TOTAL SMKRS AL- PINE B&H CAMB- MARL- RIDGE BORO MERIT PARL. PLAY/ VIRG. PL 25 SLIMS BASE 4508 21 132 47 1301 189 122 16 139 S1: 180 1 10 - 51 10 7 - 5 4.0 4.8 7.6 - 3.9 5.3 5.7 - 3.6 BLUE BLOOD 1 3 - - - - - 1 - - ESTATES 0.3 - - - - - 0.8 - - MONEY & BRAINS 37 - 2 - 10 3 1 - 1 0.8 - 1.5 - 0.8 1.6 0.8 - 0.7 FURS & STATION 130 1 8 - 41 7 5 - 4 WAGONS 2.9 4.8 6.1 - 3.2 3.7 4.1 - 2.9 S2: 195 1 8 1 57 10 10 2 5 4.3 4.8 6.1 2.1 4.4 5.3 8.2 12.5 3.6 POOLS & PATIOS 129 1 5 1 38 6 5 2 4 2.9 4.8 3.8 2.1 2.9 3.2 4.1 12.5 2.9 TWO MORE RUNGS 53 - 3 - 16 3 5 - 1 1.2 - 2.3 - 1.2 1.6 4.1 - 0.7 YOUNG 13 - - - 3 1 - - - INFLUENTIALS 0.3 - - - 0.2 0.5 - - - S3: 478 - 16 4 158 24 22 - 19 10.6 - 12.1 8.5 12.1 12.7 18.0 - 13.7 YOUNG SUBURBIA 238 - 11 3 75 9 13 - 10 5.3 - 8.3 6.4 5.8 4.8 10.7 - 7.2 BLUE CHIP BLUES 240 - 5 1 83 15 9 - 9 5.3 - 3.8 2.1 6.4 7.9 7.4 - 6.5 U1: 171 - 9 - 51 10 4 1 8 3.8 - 6.8 - 3.9 5.3 3.3 6.3 5.8 URBAN GOLD COAST 23 - 2 - 11 2 2 - - 0.5 - 1.5 - 0.8 1.1 1.6 - - BOEMIAN MIX 2 0 - - - 5 2 - - - 0.4 - - - 0.4 1.1 - - - BLACK ENTERPRISE 3 2 - - - 9 - - - 1 0.7 - - - 0.7 - - - 0.7 NEW BEGINNINGS 96 - 7 - 26 6 2 1 7 2.1 - 5.3 - 2.0 3.2 1.6 6.3 5.0 T1: 314 1 8 3 109 18 3 1 7 7.0 4.8 6.1 6.4 8.4 9.5 2.5 6.3 5.0 GOD'S COUNTRY 154 - 3 1 54 13 2 1 4 3.4 - 2.3 2.1 4.2 6.9 1.6 6.3 2.9 NEW HOMESTEADERS 62 - 4 - 24 1 - - - 1.4 - 3.0 - 1.8 0.5 - - ~ TOWNS & GOWNS 98 1 1 2 31 4 1 - ~,. 2.2 4.8 0.8 4.3 2.4 2.1 0.8 - 2.~ S4: 489 4 19 5 137 31 9 1 10 10.8 19.0 14.4 10.6 10.5 16.4 7.4 6.3 7.n LEVITTOWN, U.S.A 356 3 15 4 104 22 6 1 ti 7.9 14.3 11.4 8.5 8.0 11.6 4.9 6.3 3.~ ~ ~

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1988 - 1991 CONTINUOUS SMOKER TRACKING PRIZM CLUSTER GROUPS AXIS NAME = PRIZM1 Filter: and REGION REGION 1 YEAR 1990 REGULAR BRAND (PHILIP MORRIS BRANDS) TOTAL SMKRS AL- PINE B&H CAMB- MARL- RIDGE BORO MERIT PARL. PLAY/ VIRG. PL 25 SLIMS ----- ----- ----- ----- ----- ----- ----- ----- ----- BASE 4508 21 132 47 1301 189 122 16 139 GRAY POWER 2 6 - - - 6 4 2 - 1 0.6 - - - 0.5 2.1 1.6 - 0.7 RANK & FILE 107 1 4 1 27 5 1 - 4 2.4 4.8 3.0 2.1 2.1 2.6 0.8 - 2.9 T2: 552 7 7 8 153 21 10 4 13 12.2 33.3 5.3 17.0 11.8 11.1 8.2 25.0 9.4 BLUE COLLAR 77 - 1 - 15 - 1 - 5 NURSERY 1.7 - 0.8 - 1.2 - 0.8 - 3.6 MIDDLE AMERICA 308 2 4 4 95 13 6 1 7 6.8 9.5 3.0 8.5 7.3 6.9 4.9 6.3 5.0 COALBURG & 167 5 2 4 43 8 3 3 1 CORNTOWN 3.7 23.8 1.5 8.5 3.3 4.2 2.5 18.8 0.7 U2: 511 1 16 5 149 17 26 3 16 11.3 4.8 12.1 10.6 11.5 9.0 21.3 18.8 11.5 NEW MELTING POT 78 - 2 - 20 1 5 - 3 1.7 - 1.5 - 1.5 0.5 4.1 - 2.2 OLD YANKEE ROWS 316 1 10 3 97 15 19 3 13 7.0 4.8 7.6 6.4 7.5 7.9 15.6 18.8 9.4 EMERGENT 5 4 - 2 - 8 - 1 - - MINORITIES 1.2 - 1.5 - 0.6 - 0.8 - - SINGLE CITY BLUES 63 - 2 2 24 1 1 - - 1.4 - 1.5 4.3 1.8 0.5 0.8 - - R1: 206 1 1 3 64 4 3 - 4 4.6 4.8 0.8 6.4 4.9 2.1 2.5 - 2.9 SHOTGUNS & 129 1 - 3 37 1 1 - 2 PICKUPS 2.9 4.8 - 6.4 2.8 0.5 0.8 - 1.4 AGRI-BUSINESS 77 - 1 - 27 3 2 - 2 GRAIN BELT 1.7 - 0.8 - 2.1 1.6 1.6 - 1.4 T3: 497 4 11 7 147 18 9 3 16 11.0 19.0 8.3 14.9 11.3 9.5 7.4 18.8 11.5 GOLDEN PONDS 163 1 3 1 53 8 5 1 6 3.6 4.8 2.3 2.1 4.1 4.2 4.1 6.3 4.3 MINES & MILLS 216 3 4 5 60 7 2 2 9 4.8 14.3 3.0 10.6 4.6 3.7 1.6 12.5 6.5 NORMA RAE-VILLE 1 7 - - 1 5 - - - 1 0.4 - - 2.1 0.4 - - - 0.7 OLD BRICK 101 - 4 - 29 3 2 - - FACTORIES 2.2 - 3.0 - 2.2 1.6 1.6 - - R2: 176 - 1 6 54 8 2 - 7 3.9 - 0.8 12.8 4.2 4.2 1.6 - 5.0 BACK COUNTRY 140 - - 6 43 6 2 - 5 FOLKS 3.1 - - 12.8 3.3 3.2 1.6 - 3.6

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