Anne Landman's Collection
Cigarette Market Structure and Brand Leverage Study Management Presentation
Abstract
This 1985 marketing document prepared for Philip Morris International (PMI) reports on the results of interviews with West German smokers. It frequently employs the phrase "young adults," but respondents to the interviews were as young as 16 years old. The document discusses the need to create "youthful" brands for "entry level smokers" in Germany. Pg. 247 (Bates No. 2501027765) says the "current positioning of Marlboro Lights/Lights 100s is somewhat disturbing" because it appeals to "feminine" and "health conscious smokers." It laments that this positioning could "potentially weaken the masculine image of Marlboro," and discusses re-positioning the brand for "health conscious/ sports conscious smokers, i.e, promoted by tennis players, hikers, etc.". Page 249 (Bates No. 2501027767) highlights the importance of vending machines as a source of cigarettes for young smokers: "Vending machines are a very important sales outlet, particularly for young smokers." It further suggests that "Marlboro should therefore keep flexibility in pricing and number of sticks offered in order to continue to compete effectively in the vending machine for the younger market..."
A section entitled "A Younger Cigarette Brand" (Page 250, Bates No. 2501027768) also worries about the erosion of Marlboro's appeal to "very young smokers" and proposes a remedy for the problem:
"There is some evidence that as the Marlboro franchise grows...its specific appeal to very young smokers may lessen. There could be a significant opportunity for a new young masculine full flavor cigarette that provides an image of easy carefree living."
This document makes clear the emphasis placed on youth for the purposes of marketing cigarettes.
Fields
- Quotes
[From Page 8, Bates No 2501027526]:
"A national random sample of 964 personal interviews were conducted in all the key market areas of West Germany in March 1985. To be eligible for interview respondents had to be between 16-45 years of age and smoke at least 3 or more cigarettes per day."
[From Page 232, Bates No. 2501027750]
"Conslder the development of a new youthful brand to capture young entry level smokers and prevent the expansion of Camel among new smokers."
[From Page 243, Bates No. 2501027761]
"...However, Camel shows some strength among younger smokers, particularly students for:-
- Having a youthful, attractive pack - Being a youthful brand - Being a brand for free spirited smokers
While Marlboro should continue to stress that is is a young contemporary brand with these image benefits, it is probable that as the brand grows and provides the needs/benefits of total smokers, this image area wlll be harder to support. To counteract Camel's strength among entry level smokers, a new youthful brand could be developed to protect Phillp Morris total market franchise in this area..."
[From Page 246, Bates No. 2501027764, "The Future of Marlboro"]:
Marlboro lOOs appear to be poised for very successful brand development...It also generated a high level of concept interest among younger smokers and women. Thus It appears to have good development potential - it could be positioned as a younger more upscale version of Marlboro... to help keep the total Marlboro image franchise young and dynamlc."
[From Page 247, Bates No. 2501027765]
"The current position of Marlboro Lights/Lights lOOs in the German market is somewhat disturblng.
Both Marlboro Lights and Marlboro Lights 100s have the image characteristics common to all light cigarettes
- Feminlne - For health conscious smokers
They are viewed as more modern, upscale and fashionable than the more tradltional light brands and are positioned close to the feminine brands Eve and Kim. In this position they could potentially weaken the masculine image of Marlboro. It is therefore recommended that they be repositioned to develop brand image that is more in line with the total Marlboro franchise image. Such a positioning could emphasize that they are the choice of more health conscious/sports conscious smokers i.e. prmoted by tennis players, hikers, etc."
(From Page 249, Bates No. 2501027767):
"Vending machines are a very important sales outlet, particularly for young smokers...Marlboro should therefore keep flexibility in pricing and number of sticks offered in order to continue to compete effectively in the vending machine for the younger market..."
[From Page 250, Bates No. 2501027768, "Younger Cigarette Brand"}:
"There is some evidence that as the Marlboro franchise grows and its appeal broadens to include all smokers, its specific appeal to very young smokers may lessen. There could therefore be a significant opportunity for a new young masculine full flavor cigarette that provides on image of easy carefree livlng."
- Company
- Philip Morris
- Author
- Norsearch International, Inc.
- Recipient
- Philip Morris International, Munich
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