Anne Landman's Collection
Project Db Military Introduction Plan.
Abstract
This R.J. Reynolds (RJR) marketing document shows how cigarette companies exploit young people's need for "peer acceptance" to market cigarettes. This RJR document notes that young males are "extremely image sensitive and peer-approval oriented" and shows how they planned to leverage those psychological needs and tendencies to market a new brand of cigarette to young men in the military. Project DB was an attempt to increase RJR's military market share by introducing a new brand with imagery targeting young adult males' need for "peer acceptance" and "masculine user imagery." The brand was to appeal to "middle and lower income males" in the military and was to be sold at a price competitive with generic cigarettes.
The document refers to "younger adult males smokers" as "a lucrative source of business."
It repeatedly refers to young males' "needs for a sense of social belonging," "peer acceptance," "peer approval" and "masculine" or "virile imagery." Following is sample language from the marketing document that will give you an idea of how cigarette marketing minds view their young "prime prospects":
"DB's imagery should, therefore, project the male target smoker as a part of a group of male friends who share the same interests, lifestyles and attitudes. The group with whom the target associates emanates a special kinship and social rapport. They enjoy a group friendship which spans enough mutual experiences and private jokes for these men to know each other well and appreciate each other's company. Because of their collective history, they are completely at ease with each other...
They group reassures and reinforces its member's sense of social belonging and well-being. They talk and listen to each other about their everyday wins and losses; they back each other up; they have been through something together; they have a good time together and basically see the world the same way. While their individual personalities may be different, collectively they form a balanced personality, compensating for each other's shorts and strengths. This group reinforcement mechanism will be positioned in DB's favor, acting as a peer endorsement for selecting a good cigarette at a substantially lower price. The group recognizes the real value which DB offers."
This document is an excellent example of the misuse (perversion?) of psychology to sell a deadly, addictive product to young, low-income males who decided to serve the U.S. in the military.
Fields
- Quotes
Overview
Project DB is a new brand of cigarettes which offers smokers masculine user imagery with the permanent purchase incentive of a substantial price savings versus established virile segment brands. The Brand will be manufactured in both 85mm and 100mm non-menthol styles at approximately 15 mg tar. The prime prospect is male, age 18-34 with primary emphasis on the 18-24 year old segment. This target has been identified because they are extremely image sensitive, peer-approval oriented and increasingly price sensitive. Project DB has been developed to address all three of these key areas of need consistently expressed by target smokers.
Project DB will be introduced into the military market, which represents 3.1% of total U.S. industry volume, on October 17, 1982. The Brand will be intensely supported during its initial introductory period, October 1983 - February 1984 with maximum media coverage and specifically tailored promotional programs designed to blanket the military environment....
...A. Summary of Opportunity
Project DB represents an offensive opportunity for RJR to generate incremental volume and share for the Corporation. This will be accomplished through the introduction of a unique marketing variable -- a permanent price benefit -- into the marketing mix, while positioning the Brand against a lucrative source of business - younger adult male smokers...
B. Strategy Summary
• Positioning - Project DB will be positioned as providing distinctive masculine user imagery and a high level of peer acceptance as conveyed through all visible brand elements. The Brand's point of difference -- its unique price point -- will act as a permanent incentive for continued purchase and usage.
The Project DB product will deliver a taste as rich and smooth as competing virile segment brands. The taste not only will satisfy the product wants of the DB prospect, but will also enable him to feel confident in sharing that good taste with his friends.
Prime Prospect - The prime prospect for Project DB is a male smoker, age l8-34, with specific emphasis placed against the 18-24 year old smoker group. The prime prospect can be further described as middle to lower income and extremely image sensitive. His needs for a sense of social belonging are satisfied by the image projected by Project DB, and thus reinforces his purchase decision. Because Project DB is accepted by his peer group, the Brand's lower price is viewed as a positive, real value which serves as a permanent incentive for continued purchase.
...• Copy - A unique approach within the highly competitive virile segment has been taken in the development of the DB advertising campaign. The concept of belonging is central to the campaign; DB is a cigarette smoked by men who enjoy spending special time with their good friends. While each of these men possess individually different personality traits, together they possess a strong sense of group identity and belonging. The campaign will differentiate itself from every existing virile segment brand since it exemplifies group belonging and peer approval. As such, it is distinguished from Marlboro's romanticized independence, CAMEL's adventurous masculinity and WINSTON's proud bond of honor among men. Thus, the Project DB campaign will fill a void in the virile segment and will be perceived as unique, modern and as a realistic portrayal of the younger adult male smoker's lifestyle.
...I. OVERVIEW (continued)
B. _Strategy Summary_ (Continued)
--_Spending_ - A total of $8.375MM is recommended to support Project DB during its Year I Marketing Period (October, 1983 - September, 1984). Of this amount, $5.615MM (67%) will be spent during the Brand's initial introductory period (October, 1983-February, 1984) to maximize military market coverage. A total of $2.760MM (33% of total) sustaining spending during the balance of 1984 (March-September) is recommended to ensure sufficient brand presence and impact...
• Competitive - Currently all virile segment brands rely on their rugged, masculine user imagery, to appeal to their smokers. DB will fill a void in the marketplace because its "peer-approved" image will distinguish it from Marlboro's image of fantasy and romanticized independence, CAMEL's adventurous, individualized masculinity and WINSTON's proud bond of honor and pride in achievement. DB will project the target smoker as part of a group of male friends who share the same interests, attitudes, preferences and lifestyles. The Brand's additional price benefit will be attractive to all virile segment smokers who are demonstrating price sensitivity by modifying their consumption habits and purchase behavior of their current brand rather than switching to generics for price relief...
B. Demographic Profile -- The demographic profile of the military skews male, younger and less educated than the general market. Over 90% of active military is male, 32% are aged under 25, and 52% are under 34, thereby suggesting a strong desire for products offering a masculine image in this market. In fact these demographic skews most closely replicate that of the Virile category but to a greater extreme...
The DB brand must be perceived as providing distinctive masculine user imagery and a high level of peer acceptance, as conveyed through all visible brand elements. The brand's point of difference -- its unique price point -- must act as a permanent incentive for continued purchase rather than as DB's primary entree to this smoker group. The target's need for peer approval/acceptance is central to the brand's positioning. The establishment of DB as a cigarette which is accepted by one's friends/peers is essential in counterbalancing the peer rejection pressure'which would likely result from the brand being positioned solely on its price differential. As well, a "peer approved" image for DB distinguishes it from Marlboro's romanticized independence, CAMEL's adventurous masculinity and WINSTON's proud bond of honor, pride in achievement. DB's imagery should, therefore, project the male target smoker as a part of a group of male friends who share the same interests, lifestyles and attitudes. The group with whom the target associates emanates a special kinship and social rapport. They enjoy a group friendship which spans enough mutual experiences and private jokes for these men to know each other well and appreciate each other's company. Because of their collective history, they are completely at ease withi each other...
They group reassures and reinforces its member's sense of social belonging and well-being. They talk and listen to each other about their everyday wins and losses; they back each other up; they have been through something together; they have a good time together and basically see the world the same way. While their individual personalities may be different, collectively they form a balanced personality, compensating for each other's shorts and strengths. This group reinforcement mechanism will be positioned in DB's favor, acting as a peer endorsement for selecting a good cigarette at a substantially lower price. The group recognizes the real value which DB offers. Their choice of DB as their cigarette fits with the authentic, real relationship and values which the group shares. The DB product must stand for and will deliver a taste as rich and smooth as its competitive brands. This taste not only will satisfy the product wants of the DB prospect, but also will enable him to enjoy sharing that good taste with his friends.
C. Prime Prospect -- The prime prospect for DB is mid-lower income male, 18-34 year old smokers, emphasizing the 18-24 year old smoker group. He is attracted to DB because its image satisfies his need for a sense of social belonging and well-being. His initial choice of DB as his brand is made primarily because these imagery characteristics are attractive and compelling. Because DB is accepted by the group, the brand's lower price is viewed as a positive, real value. The lower price serves as an incentive for continued purchase once the image has attracted him to the brand.
- Company
- R.J.Reynolds Tobacco Company
- Author
- Presumed corporate author, R.J.Reynolds Tobacco Co.
- Recipient
- N/A
Document Images
