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MARKET~NSIGHT MARLBORO Image Dynamics Study in the Ivory Coast March 1994 8 ® ® MARKET INSIGHT GesmbH, Prinz Eugenstr. 62/2, A-1040 Vienna-Austria, Tel. (01) 656 785, Fax (01) 656 788, Telex 131296 City A

MARK T INSI T 11: Affiliates of YANKELOVICH Worldwide MARLBORO Image Dynamics Study in the Ivory Coast March 1994 Prepared for: Philip Morris EEMA Region By: Market Insight, Vienna Yankelovich Partners International Head Office: MARKET INSIGHT GesmbH, Prinz-Eugen-StraBe 62/2, A- 1040 Vienna-Austria, Tel.: (01) 504 67 85, Fax (01) 504 67 88

I. Obj ectives . . .... . .. . ........... .. .. . ... ........ .... ..... . . . .... ....... . . ... .... ... ..... . . . . .. ... .. .. .. . .. . . ...... . .. . .. ... . . . . 1 II. Methodology .................................................................................................... ... . .. ... . 2 III. Main Findings & Conclusions .................................................................................... 3 Personality / attitudes and activities ...................................................................... 4 Cigarette brands ............................. .......................... ................ ...... ............... . ...... 6 Advertising .................................................................................................... ...... 8 Other activities ............................................................................ ......... ................ 10 IV. Detailed Findings .................................................................................................... .. 12 1. Personality / attitudes .................................................................................................. 13 1.1. Fun, Freedom & Adventure ........................................................................... 13 1.2. Control, Patience & Persistence .................................................................... 15 1.3. Gentility ..................................................................................... ................... 17 2. Cultural reference points ........_ .................................................................................... 18 3. Social reference points ................................................................................................ 19 4. Aspirations f dreams .................................................................................................... 20 5. The smoking situation ................................................................................................. 22 6. Leisure activities .................................................................................................... ..... 24 6..1. Social activities .........................................._ .................................................. 25 6.2. Sports ........... ....................... ... ...... .. .. . .. . ... ..................................................... 25 6.3. Music .................................................................................................... ........ 27 6.4. "Empty" time ................................................................................................ 29 6.5. Motor Sports ................................................................................................ 30 6.6. Media ............................................................ 31 ............................................... 6.6.1. TV .................................................................................................. 31 6.6.2. Radio .............................................................................................. 32 6.6.3. Reading .......................................................................................... 32 7. IN-BRANDS .................................................................................................... .......... 32 8. Cigarette brands .................................................................................................... ...... 33 8.1. Product .................................................................................................... ..... 33 8.1.1. Smell .............................................................................................. 34 8.1.2. Taste .............................................................................................. 35 8.1.3. Purity ............................................................................................. 36 8.1.4. Drawing qualities ....... .. ........ ....................... ...... ...... ................ ... ..... 3 7 8.1.5. Hardness ......................................................................................... 37 8.2. Perceptions in details of MLR, Craven and Fine ............................................ 38 8.2.1.MLR ..............................................................................................38 8.2.2. Craven ........ ......... .... .... . ............ ............... ... .......... ........ . ....... ..... ... .. 3 8 8.2.3. Fine ................................................................................................ 39 9. Adverti sing ...................... . ...... ............... .. ....... .. . . .. .. ............ . .......... .............................. 3 9 9.1. Advertising in general ................................................................................... 39 9.2. Cigarette advertising ..................................................................................... 41 9.2.1. Recall ................................................................... .......................... 41 9.2.2. Marlboro ads .................................................................................. 43

A. Gemini Hole ........................................................................................ 43 B. Magnificent Valley .............................................................................. 44 C. Box Canyon ......................................................................................... 45 D. Triple Talk .............................................. ............................................. 45 E. Tall Light Up ....................................................................................... 46 F. Glove + Pack ........................................................................................ 46 J. Saddle Horn Break ................................................................................ 47 K. Race for Home .................................................................................... 47 L. Soda Bottle ............................................................... ........ .................... 48 M. Attitude .............................................................................................. 48 N. Wild Rein ............................................................................................ 48 Marlboro Lights ads (X Green Valley Graze & Y Blue River Bend) ................................................................. ...................................... 49 10. Promotional Activities ............................................................................................... 50 10.1. Promotions in general ................................................................................. 50 10.2. Marlboro Promotional Activities ................................................................. 50 10.2.1. Around the World with Marlboro .................................................. 50 10.2.2. The Qualismoker .......................................................................... 51 10.2.3. MarlbQro Adventure Team ............................................................ 51 10.2.4. V ivez Musique ...... ... ....... ........ .......... .. ... . . .... ... ....... ....... .. . ......... .... 51 10.2.5. New York to L.A . ........................................................................ 51 10.2.6. Marlboro Rock-In 93 ....................................................-•---........... 52 11. Appendix A: Topic guides ......................................................................................... 53 11.1. French version ............................................................................................ 53 11.2. English version ............................................................................................ 60 12. Appendix B: Advertising & promotions material ........................................................ 67 N ~ 0 ~ 0 ~ ~ N t0

I. Obiectives The main objectives are to provide an in-depth understanding of: 1. The key elements of the Ivorien life style, values and aspirations among young male smokers. 2. The current perceptions of Marlboro as compared to competition in general, and to Craven A in particular. The key elements of Martboro&s image and how they fit into the young smokers'[ife styles, values and aspirations. 4. How advertising and promotions can better address these values.

II. Methodologv The research comprised 100 extended in-depth interviews among young male smokers, (18-30), in 4 main Ivorien cities. Smokers in the sample were 50% MLR smokers and 50% Craven smokers. The sample was constructed as shown below: Indi enous tribes Forei Africans Cit Size Baoule Malinke Bete Senoufou Burkinabe Malien Abidjan 50 15 8 7 10 10 Bouake 20 10 5 5 Korho o 15 7 8 Ga noa 15 5 5 5 Total 100 25 20 12 8 20 15 Stimuli material used: 1. 5 life style boards 2. 13 Marlboro print ads 3. 6 Marlboro promotional activities boards 2

Personality / attitudes and activities 1. We have examined the data with care to see whether there are major regional differences in terms of life style, aspirations and brand perceptions. We conclude that the inhabitants of the four different regions, covered in this research, can be safely treated as one homogenous group. 2. The primary personality characteristics are: •:• desire for freedom, fun and adventure . •'• desire to be genteel •:• control, patience and persistence Freedom, fun and adventure are sought in most aspects of life, and are evident in most behaviour patterns including: •:• diffidence towards work which is not fun, and barely provides sufficient money for real freedom. •:• sexual freedom which is prevalent- a wife and family are expected, but the attitude of most is "not yet". A wife is seen as limiting, making demands that limit freedoms. favourite activities are almost always with good friends, and are mainly visits to the maquis (typical Ivorien restaurant), or to discos. Girlfriends are not invited, but part of the fun of the occasion is attempts to pick-up girls. These occasions include consumption of beer and smoking. 3. Freedoms, however, are moderated by the two other main characteristics so that freedom and fun do not become anarchic and remain socially acceptable. 4. Patience and control are exhibited towards a broad range of real or potential frustrations. There is at root an optimism which leads to fun being taken wherever possible. Although problems are recognised, they are not allowed to interfere with fun. The patience and control effectively ensure that there is co-operation within the peer group. Within the peer group there is almost complete openness and sharing of experiences. N tn 0 ~ 0 ~ ~ w w 4

5. Patience is exhibited towards the frustrations of jobs that do not pay well and that are not intellectually stimulating, towards slow economic improvement, corruption and poor government. In general, it is believed that things are better than in the fathers' generation, and that things are and will improve. Improvements expected are not fast. 6. It is not uncommon to find enjoyment of pastimes that teach or require patience. The typical leisure activity, in this context, is fishing. 7. Being genteel is strongly aspired to. While one may dream of having a strong body, there is no interest in violence. On the contrary, one is polite, courteous and patient with others. Others are treated as individuals, with no evidence of envy or censure for their situation, and with no evidence of value judgements or prejudices. 8. There is a strong desire for money, but no greed in this. What is desired is enough to buy freedom- the freedom to travel, to have no financial worries, to be able to afford to have fun. Enough money to be able to buy a house is also desired as well as the stability to be able to afford to have a wife and a family. 9. Those that are already married are not in reality better off, but accept the economic realities. Money, therefore, is in reality a dream. Marriage does not seem to limit the freedoms of the individual, and the social life of men and wives / girlfriends is almost entirely separate. 10. Peer group influences are strong, and peer groups are stable. Friendships develop in the quarter, and are evidently based on physical proximity. Social activities are also generally within the quarter. The implication of this is that effects of outdoor or POS advertising is limited by mobility, and is greatest among the inhabitants of the locality. 11. There is a strong desire for more knowledge, and this is sought in TV, in conversations with friends, in reading and in travel. Travel is aspired to, even if this means only between regions of the Ivory Coast, and is seen both as enriching and as an adventure. The ideal for some is to travel to the US, which is regarded as the land of freedom. 12. The activities that are enjoyed most are: ~ 0 ~ the maquis and the disco tn Cn ~ ta ~ 5

•:• music, which is also a national passion •:• football, which is a national passion, or other sports 13. Orientation in many things is ethnocentric, but embraces Afro-Caribbean, Afro- American, i.e. African in general and not just Ivorien. Ethnocentricity is most noticeable in music and in sports. It is also apparent in the reaction to ads that show black people. 14. The typical smoking situation is in the maquis or the disco. In these situations, the smoker wishes to show off his muscular body, and to be sexually attractive. Smoking can be seen to be an extension of this. The atmosphere is of heat and excitement, but the cigarette is required to control and put one at ease. It is, therefore, a psychological need that is primarily satisfied. 15. It is quite common for people when they have nothing to do, to just walk around, se balarler. As many buy cigarettes individually, there are opportunities in this °empty time" to stimulate consumption using materials which show smoking as a trigger to the desire to smoke. Cigarette brands 16. As the commonest habit is buying cigarettes individually, the cigarette pack is a means of identifying the brand, but has less impact on the individual who smokes that brand. So there may be recognition of the brand, but this comes mainly from the aroma. As a consequence, people have difficulty defining a brand personality. The pack itself is not a badge of belonging within the peer group. It is not a badge of class. 17. There is not within the image of brands any aspects that are aspirational in class terms. They are seen as the same price, and the packs have less impact than they would in markets where whole packs are bought. 18. Despite the fact that cigarettes are less aspirational than in other markets, there seems to be quite a lot of loyalty. Both Craven smokers and MLR smokers are generally aware of the other brand. It is quite common for them not to have tried the other. They have, therefore, an impression of the brand which is based on advertising, the pack, and the smell. It is quite common to find that the smell is a major inhibitor to switching. It seems that the smell of the two brands are 6

sufficiently recognisable to be distinguished, and within the peer group it is the smell that tends to make the individual comply with the brand smoked by other group members. 19. Both MLR smokers and Craven smokers tend to see their brand as about right in strength, and the other as too strong as well as having a strange smell. The taste / smell difference is also quite commonly attributed to impurities in the other brand- oil for example, or chemicals. 20. Sometimes about right is described as "light", and as a consequence there is a range of perceptions, and this affects other facets of the brand personality, and in describing the personality of the brand we focus on the commonest perceptions. 21. Both MLR smokers and Craven smokers see Fine as generally too weak, and as a consequence a cigarette for beginners or for weaklings. 22. MLR smokers tend to see the brand as for strong people, and to see Craven smokers as having less personality. The difference is that they see "Marlborough" as having a spirit of adventure, and attach this to themselves. They do not see Craven smokers as weak, but see them as ordinary and not exciting. Fine by contrast is seen as very weak, and its smoker as passive, weak, a sheep. 23. Craven see the smokers of Craven as elegant, modern and of class. They see MLR smokers as being strong animals- usually a horse or a lion. It has, therefore, a perception of lack of control to go along with the perception of a taste that is too strong. 24. The pack of Marlboro is generally very well liked, both by MLR smokers and by Craven smokers. However, this has less influence because of the fact that "owning" a pack is less common. 25. Craven smokers tend to describe Craven as hard and other brands as softer, i.e. more likely to be deformed. When buying three or four cigarettes at a time, deformation of remaining cigarettes must be an important consideration; hence, the money spent has to be weighed and considered. The impression we have also is that Craven is rather harder to pull, but that this is liked by the Craven smokers. 7