Abstract
R.J. Reynolds' "Project TF" (which stands for "Tomorrow's Female") was an effort to design and market a cigarette to poor, young, less-educated women.
RJR felt it was important to market towards this group since the cessation rate among women wasn't at as high the cessation rate among men:
"Female smokers represent an increasingly important source of business. While smoking incidence among both 18-34 male and female smokers has declined since 1980, the rate of decline is greater for male smokers versus female smokers."
Market research showed that these women didn't like smelling bad or offending others with secondhand smoke, so the TF cigarette would be designed to "address female smokers' cosmetic and social acceptability concerns about cigarette smoke." Specifically, "THE TF TARGET HAS STRONG WANTS FOR THE TYPE OF PRODUCT THAT IS CURRENTLY BEING DEVELOPED, I.E, A SMOOTH, SATISFYING TASTE, A PLEASANT SMOKE AROMA, AFTERTASTE AND
LESS OFFENSIVE TO NON-SMOKERS..."
Race of the "target" was also considered:
"Most of TF's target is white; the inclusion of menthol within the target brings a large proportion of black smokers."
This report explores this particular demographic group of women in order to determine ways to better make the cigarette appeal to their psychological wants and needs.
Fields
- Quotes
DEMOGRAPHIC PROFILE
A. AGE/RACE
TF's TARGET SMOKERS ARE YOUNGER ADULT FEMALES-HOWEVER, THE
WANTS/ATTITUDES OF THE TARGET REFLECT THE WANTS/ATTITUDES OF THE 21-34 YEAR OLDS, SINCE THEY REPRESENT ABOUT 90% OF THE TARGET-
MOST OF TF's TARGET IS WHITES; THE INCLUSION OF MENTHOL WITHIN THE TARGET BRINGS A LARGE PROPORTION OF BLACK SMOKERS...
...THE TARGET'S ANNUAL HOUSEHOLD INCOME SHOWS THAT THEY HAVE A SOMEWHAT LOWER STANDARD OF LIVING, RELATIVE TO THE CIGARETTE MARKET, PERHAPS DUE TO THE HIGH PERCENTAGE OF
SINGLES WITHIN THE TARGET-
TF TARGET
INCOME
0-$15,000 40%
$15,001-$25,000 28%
$25,001+ 32%
TARGET SMOKERS ARE LESS EDUCATED -- ONLY 9% HAVE GRADUATED COLLEGE.
EDUCATION TF TARGET
HIGH SCHOOL OR LESS 54%
MORE THAN HIGH SCHOOL 45%
...TF TARGET FINDS AFTERTASTE, SMOKE ODOR AND SMOKE TO BE OFFENSIVE ASPECTS OF SMOKING...TF TARGET CONSIDERS TF'S BENEFITS TO BE VERY IMPORTANT. THEIR USUAL BRAND, HOWEVER, DOES NOT COMPLETELY FULFILL THEIR WANTS FOR FEMININE IMAGERY, SENSITIVITY, AND A PRODUCT THAT DELIVERS A FRESHER AFTERTASTE...
...THE TF TARGET WANTS TO BE SEEN BY OTHERS AS A WARM AND CARING, LIKEABLE, AND FEMININE WOMAN MORE THAN AS A HARD-CHARGING CAREER WOMAN FIGHTING HER WAY UP THE CORPORATE LADDER...
...TF's TARGET WOULD LIKE OTHERS TO SEE THEM AS DEPENDABLE PEOPLE WITH THE CONFIDENCE AND WILLINGNESS TO MAKE THEIR OWN CHOICES, REGARDLESS OF WHAT IS POPULAR OR TRENDY. TARGET SMOKERS WANT TO BE VIEWED AS DOWN-TO-EARTH PEOPLE WHO GET THE FACTS BEFORE MAKING A DECISION--THEY ARE DELIBERATE RATHER THAN IMPULSIVE.
THE TF TARGET WANTS TO BE SEEN BY OTHERS AS A WARM AND CARING, LIKEABLE, AND FEMININE WOMAN MORE THAN AS A HARD-CHARGING CAREER WOMAN FIGHTING HER WAY UP THE CORPORATE LADDER...
- Company
- R.J. Reynolds
- Author
- Presumed corporate author, R.J. Reynolds
- Recipient
- Presumed corporate recipient, R.J. Reynolds
- Region
- United States
- Named Person
- B&W
- Lorillard
- Philip Morris
- RJR
- Type
- REPORT
- Operation/Project
- Project TF (Tomorrow's female)
Today's Female
- Subject
- target market
- Target/Low-Income (Target Groups)
- Target/Women (Target Groups)
- Target/Young Adults (Target Groups)
- market segment
- market share
- marketing research
Document Images
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~-' -/1 -'y /
PR('jELT TF TARGET SMOKER PRQFI! t
OBJECTIVES
THE 1985 SEGMENT DESCRIPTION STUDY WAS ANALYZED T0:
! PROVIDE AN INTEGRATED PROFILE TF TARGET SMOKERS, FOCUSING ON:
DEMOGRAPHICS/PRODUCT !lSAGE
PRODt1CT/BRAND WANTS
RERSONAL QUALITY WANTS/ATTITUDES
LIFESTYLES
DEVELOP HYPOTHESES ABOUT FACTORS THAT COULD MOTIVATE THEIR BRAND CHOICES
Z899 i55~5 ~~
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BACKGRQUND
PROJECT TF IS A NEW CIGARETTE BRAND TARGETED TO 1$-34 FEMALE SMOKERS. TF IS POSITIONED AS
A BREAKTHROUGH PRODUCT WHICH OFFERS AN OVERALL FRESHER, CLEANER SMOKING EXPERIENCE-
WILL DO SG BY DELIVERING:
- SMOOTH, SATISFYING TASTE
- LESS SIDESTREAM SMQKE
- LIGHT/PLEASANT AROMA AND AFTERTASTE
RATIONALE:
! PREVIOUS RESEARCH SUGGESTS THAT PRODUCT BENEFITS OF INCREASED SMOOTHNESS AND FRESHER
AFTERTASTE ARE IMPORTANT PRODUCT POINTS OF DIFFERENCE AMONG TARGET SMQKERS
! PREVIOUS RESEARCH ALSO SUGGESTS THAT THE REDUCTION OF SIDESTREAM SMOKE IS AN IMPORTANT
POINT OF DIFFERENCE AMONG THIS GROUP
! PLEASANT SMOKE AROMA APPEARS TO BE A BENEFIT THAT MAY ADDRESS FEMALE SMOKERS COSMETIC
AND SOCIAL ACCEPTABILITY CONCERNS ABOUT CIGARETTE SMOKE. ALSO, OLFACTORY PERCEPTIONS,
AS THEY RELATE TO SMOKE AROMA, ARE KNOWN TO AFFECT TASTE PERCEPTIONS-
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TF TARGET DEFINITION
PROJECT TF'S TARGET SMOKERS ARE 1 g-34 YEAR OLD NON-MENTHOL AND MENTHOL FEMALE SMOKERS
THIS TARGET REPRESENTS 22% OF TOTAL SMOKERS
RATIONALE:
FEMALE SMOKERS REPRESENT AN INCREASINGLY IMPORTANT SOURCE OF BUSINESS. WHILE SMOKING
INCIDENCE AMONG BOTH LR"34 MALE AND FEMALE SMOKERS HAS DECLINED SINCE 1980, THE RATE OF
DECLINE IS GREATER FOR MALE SMOKERS VERSUS FEMALE SMOKERS
AMONG THE BRANDS THAT CURRENTLY HAVE APPRECIABLE SHARE AMONG 18-34 FEMALE SMOKERS, ONLY
VIRGINIA SLIMS HAS A DISTINCT FEMALE SMOKER PRODUCT BENEFIT
EVEN MARLBORO, WITH ITS DISPROPORTIONATELY LARGE SHARE (29%), DOES NOT OPTIMALLY
ADDRESS KEY PRODUCT WANTS UNIQUE TO THE TASTES AND LIFESTYLES OF FEMALE SMOKERS
PROJECT TF'S PRODUCT BENEFITS WORK CAN SYNERGISTICALLY PROVIDE A CIGARETTE WHICh MEETS
THE TARGETI S PRODUCT WANTS AND FITS WITHIN HER LIFESTYLE
RJR IS UNDER'REPRESENTED AMONG TF TARGET SMOKERS
$HARE OF TARGET SMOKERS
R. J. REYNOLDS
PHILIP MORRIS
24'
53%
ti899 ~6505
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DEMOGRAPHIC PROFILE
A. AGE/RACE
TF'S TARGET SMOKERS ARE YOUNGER ADULT FEMALES HOWEVER, THE WANTS/ATTITUDES OF T
TARGET REFLECT THE WANTS/ATTITUDES OF THE Z1-34 YEAR OLDS, SINCE THEY REPRESENT
ABOUT 90% OF THE TARGET-
TF TARGET
FEMALES 18-20 11%
FEMALES 2I'24 25 %
FEMALES 25'34 64%
MOST OF TF`S TARGET IS WHITE; THE INCLUSION OF MENTHOL WITHIN THE TARGET BRINGS A
LARGE PROPORTION OF BLACK SMQKERS
TF TARGET
WH I T E
BLACK
HISPANIC
86%
11%
2%
1 9299 26539
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DEMOGRAPHIC PROFILE (CONT)
B. INCOME/MARITAL STATuS/EDUCATION/QCCi1PATION
,
THE TARGET'S ANNUAL HOUSEHOLD INCOME SHOWS THAT THEY HAVE A SOMEWHAT LOWER STANDARD
OF LIVING, RELATIVE TO THE CIGARETTE MARKET, PERHAPS DUE TO THE HIGH PERCENTAGE OF
SINGLES WITHIN THE TARGET-
TF TARGET
INCOMF
0-$15,000 40%
$15,001-$25,000 29%
$25,QQ1+ 32%
MARITAL STATUS
MARRIED 537
SINGLE 477
! TARGET SMOKERS ARE LESS EDUCATED -- ONLY 9% HAVE GRADUATED COLLEGE-
TF TARGET
EDUCATION
HIGH SCHOOL OR LESS
MORE THAN HIGH SCHOOL
54%
46%
! AROt1T HALF OF ALL TARGET SMOEKRS ARE EMPLOYED IN TRADITIONAL FEMALE JOBS, SUCH AS
RECEPTIONISTS, SECRETARIES, STORE CLERKS, OR HO*1EMAKERS/UNEMPLOYED; ONLY 13% WORK IN
PROFESSIONAL/MANAGERIAL .10BS
: _ 4-
93*99 E55DS , ..
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PRt?P(ICT USAGE PRQF I LE
A. RATE PER DAY/PURCHASE QUANTITY
! THREE-FOURTHS OF THE TARGET SMOKE A PACK OF CIGARETTES PER DAY OR LESS SINCE THEY
HAVE A LOW RATE PER DAY, TF'S TARGET GENERATES A SOMEWHAT LOWER VOLUME THAN ITS
ACTUAL SHARE OF SMOKERS WOULD SUGGEST
TF TARGET
STICKS PER DAY
0-20 76%
21-44 23%
4I+ 1%
ABOUT TWQ-THIRDS OF TARGET SMOKERS BUY CIGARETTES EXCLUSIVELY BY THE PACK OR SPLIT
THEIR PURCHASES BETWEEN PACKS AND CARTONS, REFLECTING THEIR LOW RATE PER DAY.
TARGET SMOKERS' PACK PURCHASE ORIENTATION SUGGESTS PACK PROMOTIONS AND HIGH
AVAILARILITY/VISIRILITY IN PACK-ORIENTED RETAIL OUTLETS WILL BE IMPORTANT FOR TF.
TF TARGET
PACKS ONLY
PACKS AND CARTONS
CARTONS ONLY
51%
14%
35 ~
~~,94 £65~5
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PRODUCT USAGE PROFILE
B. BRAND/COMPANY
THE TF TARGET REPRESENTS AN IMPORTANT OPPORTUNITY TO ATTRACT COMPETITIVE SMOKERS,
WHILE MINIMIZING CANNIBALIZATION OE RJR'S ESTARLISHED RRANDS
,
THE BULK OF TF ` S TARGET CURRENTLY SMOKE MARLBORO, u I RG I N I A SL I MS, NEWPORT AND SAL E"!
TF TARGET
NON-MENTHOL
MENTHOL
MARLRORO
VIRGINIA SLIMS
MERIT
BENSON AND HEDGES
WINSTON
SALEM
VANTAGE
NEWPORT
KooL
56%
44%
29%
11%
6%
6%
5%
11%
2%
9%
6%
t PHILIP MORRIS CURRENTLY HAS THE DOMINANT SHARE AMONG THE TF TARGET
TF TARGET
R J. REYNOLDS
PHILIP MORRIS
LORILLARO
B & W
OTHERS
247
53%
111
8%
8899 EbSVIS
.--
. ~_,
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p
WANTS
A. KEY PRODUCT WANTS/ATTIT4JDES
THE TF TARGET HAS STRONG WANTS FOR THE TYPE OF PRODUCT THAT IS CURRENTLY BEING
DEVELOPED, IE, A SMOOTH, SATISFYING TASTE, A PLEASANT SMOKE AROMA, AFTERTASTE, AND
LESS OFFENSIVE TO NQN-SMQKERS
TF TARGET
VERY/SOMEWHAT iMPORTANT
(FOUR POINT IMPORTANCE SCALE)
SMOOTH SMOKING
MILD SMOKING
VERY REFRESHING
LEAVES A FRESH TASTE I N MOUTH
STRONGLY/MOSTLY AGREE
(SIX POINT AGREEMENT SCALE)
SMOKE CAN BOTHER NON-SMOKERS
SMOKING OFTEN LEAVES UNPLEASANT TASTE IN MOUTH
SMOKING GIVES BAD BREATH
CIGARETTES USUALLY LEAVE UNPLEASANT AROMA
SMOKING MAKES MY CLOTHES/HAIR SMELL BAD
89%
75%
78%
73%
89%
50 %
62%
64%
58%
5844,i55D5
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PRtlD11CT WANTS ( CowT )
AFTERTASTE VERSUS AROMA 4
F tARGET SMOKERS FIND AFTERTASTE, SMOKE ODOR, AND SMOKE TO BE OFFENSIVE ASPECTS OF
S!~D!CING.
T R ET
MOST OFFENSIVE ASPECT OF SMOKING
STALE CIGARETTE BREATH
LINGERING SMOKE ODOR
IMMEDIATE SMOKE ODOR
41%
20 %
6%
13%
10%
10%
0b49 i5S?S
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PRODUCT WAIvTS ( CONT )
C QROI?t.1CT PERCEPTIONS OF_ THEIR USUAL BRANI?
TF`S TARGET CONSIDERS TF's RENEFITS TO AE VERY IMPORTANT. THEIR USUAL BRAND, HOWEVER,
DOES NOT COMPLETELY FULFILL THEIR WANTS FOR FEMININE IMAGERY, SENSITIVITY, AND A
PRODUCT THAT DELIVERS A FRESHER AFTERTASTE
SMOKERS IN TF
TAR ET RATING USUAL BRAND
IMPORTANT IMPORTANT
IMPORTANT FULFILLED
SMOOTH SMOKING
MILD SMOKING
89 85
75 66
UNFULFILLED
VERY REFRESHING 78 73 5
LEAVES A FRESH TASTE IN MOUTH 74 45 29
FEMININE
SENSITIVE
82 58 24
Rs 68 21
E.69~9 i6S)S
