Anne Landman's Collection
Project TF Target Smoker Profile.
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
- Lorillard
- 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
- Target/Low-Income (Target Groups)
Document Images
~-' -/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 ~~
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-
z899 E65?S
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
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
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 , ..
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
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
.--
. ~_,
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
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
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
PRODUCT WANTS (CONT )
C PRODUCT PERCEPTIONS OF THEIR USUAL BRAND
NEARLY A THIRD OF TF'S TARGET CURRENTLY SMOKE MARLRQRO MARLBORO SMOKERS WITHIN
TARGET RATE MARLBORO DEFICIENT IN TERMS OF FRESH AFTERTASTE AND IMAGERY BENEFITS
r
MARLBORO SMOKERS IN TF
TARGET RATING MARLBORO
IMPORTANT IMPORTANT
IMPORTANT FULFILLED UNFULFILLED
SMQQTH SMOKING
MILD SMOKING
8 7 80 7
65 51 14
VERY REFRE$HItVG 69 61 8
LEAVES A FRESH TASTE IN MOUTH 60 26 '14
FEMININE 84 59 45
SENSITIVE 96 57 29
,Z6;4 ZbSJS _ _ _'
PRODl1CT WANTS (Co
e
C PRODUCT PERCEPTIONS OF THEIR USUAL BRAND
THE VIRGINIA SLIMS SMOKERS WITHIN TF'S TARGET RATE THEIR BRAND DEFICIENT IN TERMS OF
FRESH AFTERTASTE, RUT BETTER IN FULFILLING IMAGERY WANTS-
VIRGINIA SLIMS SMOKERS IN TF
TARGET RATING VIRGINIA SLIMS
IMPORTANT IMPORTANT
IMPORTANT FULFILLED UNFULFILLED
SMOOTH SMOKING
MILD SMOKING
84 83 1
82 80 2
VERY REFRESHING 84 83 1
LEAVES A FRESH TASTE IN MOUTH 81 60 21
FEMtNIkE 92 78 4
SENSITIVE 91 75 16
£644 E6909
_ s~
BRAND IMAGE WANTS
THE TF TARGET'S "IDEAL" CIGARETTE IS:
,
THE HIGHEST QUALITY AVAILABLE. FROM THE TARGET'S PERSPECTIVE, "HIGH QUALITY" MEANS A
SMOOTH, MILD CIGARETTE WITH A FRESH AFTERTASTE, AND A PLEASANT SMOKE AROMA
FOR PRACTICAL PEOPLE WHO MAKE THEIR OWN INFORMED DECISIONS ABOUT THE CIGARETTE THAT IS
RIGHT FOR THEM
NOT OBVIOUSLY POSITIONED TO APPEAL TO YOUNGER ADULT SMOKERS
N+QT FOR PEOPLE INTERESTED IN STYLE/PRESTIGE NOR FOR PEOPLE WHO NEED TO SAVE MONEY ON
CIGARETTES
TF TARGET
VERY/SOMEWHAT IMPORTANT
(FOUR POINT IMPORTANCE SCALE)
HIGHEST QUAL ITY
INTELLIGENT, SENSIBLE CHOICE
FOR PEOPLE WHO ARE THEIR OWN PERSON
ACCEPTABLE AMONG MY FRIENDS
SMOKEn RY YOUNGER ADULTS
HIGH CLASS/PRESTIGE
MQDERN/STYLISH/SOPHISTICATED
MODERN AND UP-TO-DATE
DIFFERENT/MORE ItNIQIlE
FOR SOMEONE WHO HAS TO ECO!VOMI ZE
ONE OF THE LEAST EXPENSIVE
63%
41%
38%
12%
10%
14%
16%
26%
19%
34%
24%
4'
'1594' E6505
PERS(1NAL QUALITY WANTS
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 IMPEJLSIVE-
TF TARGET
WANT OTHERS To SEE ME AS-
(FQUR POINT IMPORTANCE $CALE)
DEPENDABLE
SELF-CQNF I I?ENT
INDEPENDENT
DECISIVE
PRACTICAL
SENSIBLE
WELL-INFDRMED
THINK THINGS THROUGH BEFORE TAKING ACTION
DOES THINGS ON SPUR OF THE MOMENT
LIKES TO TAKE RISKS
96%
90 %
89%
72%
79%
91%
78%
81%
34%
30%
S699 E650S
,
PERSONAL QUALITY WANTS (Co
THE TF TARGET WANTS TO BE SEEN BY OTHERS AS A WARM AND CARING, LIKEABLE, AND FEMININE
MtQMAN MORE THAN AS AHARI?-CHARGING CAREER WOMAN FIGHTING HER WAY UP THE CORPORATE LABDER
TF TARGET
WANT OTHERS To SEE ME AS
(FOUR POINT IMPORTANCE SCALE)
WARM AND CARING
SOCIABLE AND LIKEABLE
SENSITIVE
LOT OF PERSONALITY
FEMININE
EXCITING
ROMANTIC
TODAY'S WOMAN
SOMEONE WHO CAN BE TOUGH
AGGRESSIVE
969,9 £6S'~S
97%
91%
89%
87%
82%
76%
79%
54%
58%
48%
I
PERSONAL QUALITY WANTS (CON
THE TF TARGET WANTS OTHERS TO SEE THEM AS SUCCESSFUL HOWEVER, THE TARGET DOES NOT EQ
SUCCESS WITH THE OSTENTATIOUS DISPLAY OF WEALTH; THEY DO NOT WANT TO BE PERCEIVED AS
UPSCALE AND ELITE
ZF RGET
WANT OTHERS TO SEE ME AS
(FOUR POINT IMPORTANCE SCALE)
SUCCESSFUL
71%
STYL I SH 54%
SOPHISTICATED 45%
SOMEONE WHO STANDS OUT IN THE CROWD 411
HIGH CLASS 27%
SOMEONE WHO BUYS THE BEST REGARDLESS OF PRICE 13%
ATE
~599 ~SSvS 4.
-
GENERAL ATTITUDES
THE TF TARGET DOES NOT ASPIRE TO BE SOMEONE ELSE WHILE TARGET SMOKERS ARE CAREFUL ABOUT
THEIR APPEARANCE, THEY ARE NOT STATUS SEEKERS CONCERNED ABOUT KEEPING UP WITH THE LATEST
TRENDS-
TF TARGET
STRONGLY/MOSTLY AGREE
(SIX POINT AGREEMENT SCALE)
I WISH PEOPLE WOULD ACCEPT ME FOR WHAT I AM
I HAVE HEROS THAT I MODEL MY LIFE AFTER
AtCE MEASURES TO
AKE MYSELF ATTRACTIVE
67%
65 %
AM CAREFUL ABOUT HOW I DRESS
IT'S MORE IMPOItTANT TO RE FAMOUS, POWERFUL, OR
WEALTHY THAN TO UNDERSTAND MYSELF
18%
IT'S VERY IMPQRTANT TO ME TO RE NOTICED BY OTHERS 17%
FRIENDS THINK OF ME AS A LEADER WHEN IT COMES TO TRYING 19%
NEW FADS OR TRENDS
5694 i6Sa5
GENERAL ATTITUDES (GoNT-
TF TARGET SMOKERS THINK OF THEMSELVES AS CONVENTIONAL PEOPLE WITH A PRACTICAL APPROACH TO
L I FE FQR EXAMPLE, TARGET SMOKERS DO MOT I MPULS I VELY BUY TH I NGS WITHOUT REGARD TO PR I CE
RATHER, THESE SMOKERS ARE SMART SHOPPERS WHO WANT TO GET THE MOST VALUE FOR THEIR MONEY,
EVEN I F THAT OCCAS I 4NALLY MEANS PAY ING MORE TO GET A FI I GHER QUAL I TY PRQDE.-CT
IF TARGET
STRONGLY/MOSTLY AGREE
(SIX POINT AGREEMENT SCALE)
I'M A PRETTY PRACTICAL, nQWN-TO-EARTH PERSON
MOST PEOPLE WOULD CONSIDER ME A LITTLE "OFFBEAT" OR
UNCONVENTIONAL
I LIKE TO BE OUTRAGEOUS
I FREQUENTLY BUY ITEMS SIMPLY RECAUSE I'D LIKE TO HAVE
THEM, NOT BECAUSE I NEED TNEM
MOST OF THE TIMEi I PAY CLOSE ATTENTION TO THE PRICES OF
PRODUCTS IN ORDER TO GET THEM AT THE LOWEST COST
~ ALWAYS SE4C1P FOR THE "REST" REGARDLESS OF PRICE
`T MIND PAYING EXTRA FOR RETTER QUALITY MERCHANDISE
77%
21%
18%
23%
65%
17%
66%
6699 i65~'S
GENERAL ATTITUDES (CoNT )
TARGET SMOKERS HAVE THEIR OWN OPINIONS AND MAKE THEIR OWN DECISIONS; THEY DQ NOT DEPEND ON
FRIENDS OR SPOUSES TO TELL THEM WHAT TO THINK OR Dfl
TF TARGET
STRONGLY/MOSTLY AGREE
(SIX POINT AGREEMENT SCALE)
WHAT MY FRIENDS THINK HAD A GREAT DEAL OF INFLUENCE 10%
ON THE THINGS I DO
MY MOST IMPORTANT CONCERN TODAY IS IN BEING ACCEPTED
BY MY CIRCLE OF FRIENDS
PEOPLE SHOULD GO ALONG WITH THE CROWD
7%
2%
I TRY TO SEE WHAT OTHERS THINK BEFORE I TAKE A STAND 15%
EoUALITY IN MARRIAGE IS A GOOD THING, BUY BY AND LARGE 21%
THE HUSBAND OUGHT TO HAVE THE RESPONSIBILITY FOR
MAJOR DECISIQNS
CD1? i65;;5
6
GENEnAE ATTITtIDE_S_ tCONT.
FOR THE TARGET, NOW IS THE REST TIME TO BE ALIVE. THEY ARE OPTIMISTIC PEOPLE WHO FEEL
THESE ARE THE "GOOD OLD DAYS" AND RELIEVE THAT THE FUTURE WILL RE EVEN BETTER
F
WOULD PICK A TIME TO LIVE MY LIFE. I WOULD. TF TARGET
LIVE IN THE PAST
LIVE IN THE PRESENT
LIVE IN THE FUTURE
20%
51%
29%
STRONG Y/1"OSTLY AGRE_E TF TARGET
(SIX POINT AGREEMENT SCALE)
I FEEL VERY GOOD ABOUT HOW MY LIFE'S GOING THESE DAYS
I'M PRETTY SATISFIED WITH MY LIFE THESE DAYS
I FEEL THAT I'VE MADE MANY ACCOMPLISHMENTS
I FEEL THAT I'M CONSTANTLY UNDER STRESS
I FEEL THAT I CONSTANTLY HAVE TO RE CONCERNED ABOUT MONEY
I REALLY FEEL THAT MY DREAMS CAN COME TRUE
MY GREATEST ACHIEVEMENTS ARE AHEAD OF ME
NOW IS THE TIME TO BUILD FOR THE FUTURE
THERE'S STILL PLENTY OF TIME TO DO MOST OF THE THINGS I WANT TO DO
IT'S TOO LATE TO MAKE ANY MAJOR CHANGES IN MY LIFE
I'VE TRIED, BUT NOW I REALIZE I PROBABLY WON'T ACHIEVE ALL
WANTED TO ACCOMPLISH IN LIFE
LIFE WAS BETTER IN THE "GOOD OLD DAYS"
V
56%
52%
53%
25 %
34%
59%
68%
77%
77%
5%
19%
18%
- ~.
., ..
LCL4 ~65~5
GENERAL ATTITODES (CoNT)
QP?,`.MI$"1 ANn COKFII?ENCE LEAD TARGET SMOKERS TO SET GOALS FOR THEMSELVES AND TO PLAN FQR
~
THE 1:=E~T,iRE
IF TARGET
STRONGLY/MOSTLY AGREE
(SIX POINT AGREEMENT SCALE)
UVE SET PARTICULAR GOALS FOR MYSELF THAT I HAVE TO REACH
IN THE YEARS AHEAD
I DREAM OF REACHING -- AND EVEN SURPASSING -- MY LIFE'S GOALS
I~D4N'T PLAN FOR THE FUTURE -- I SIMPLY LIVE DAY-TO-DAY
IT ISN'T WISE TO PLAN TOO FAR AHEAD -- MOST THINGS TURN OUT
TO RE A MATTER OF GOOD OR BAD FORTUNE ANYHOW
67%
60%
23%
23%
ZoL? S65)S
AL ATT I TUDES (Co
THE TARGET'S GOAL AND PLAN FOR THE FUTURE CENTER ON PERSONAL GR
T
AND THEIR FAMILIES
TF TARGET
STRCNGLY/MCISTLY AGREE
($IX POINT AGREEMENT 8CALE)
I FEEL IT'S IMPORTANT TO IMPROVE MYSELF, EVEN IF
SMALL WAYS
I FEEL A NEED TO CONTINUE TO IMPROVE MY
IT'S IN
IT'S MORE IMPORTANT To UNDERSTAND MYSELF THAN TO RE FAMOUS,
POWERFUL, OR WEALTHY
IT'S IMPORTANT TO ME TO MOVE UP IN THE WORLD
I FEEL A NEED FOR NEW EXPERIENCES
MY MOST IMPORTANT CONCERN TODAY IS FOR THE WELFARE OF MY FAMILY
I RELIEVE A WOMAN CAN WORK OUTSIDE THE HOME, EVEN IF SHE HAD
SMALL CHILDREN, AND STILL RE A GOOD MOTHER
87%
80%
72%
60%
62%
79%
80 %
ZCL4 ~65~~
GENERAL TARGET (CoNT-
1
THE TF TARGET IS NOT SITTING AROUND WAITING FOR THEIR DREAMS TO COME TRUE. TARGET SMOKERS
WANT THE OPPORTUNITY TO GET AHEAD, THEY WORK HARD, AND THEY BELIEVE THEY CAN SHAPE THE
FUTLfRE-
TF TARGET
$TRQNGLY/MoSTLY_AGREE
(SIX POINT AGREEMENT SCALE)
WOMEN SHOULI) HAVE THE SAME OPPORTUNITY TO GET AHEAD IN THEIR 95%
JoAS AS MEN
EN I DO A JQB, I DO IT WELL
92%
BECOMING A SUCCESS IS A MATTER OF HARD WORK. LUCK HAS LITTLE 67%
OR NOTHING TO DO WITH IT
AN AMBITIOUS PERSON CAN ALMOST ALWAYS ACHIEVE HIS OR HER GOALS
77%
MANY TIMES I FEEL I HAVE LITTLE INFLUENCE OVER THE THINGS THAT 21%
HAPPEN TO ME
'7GL9 ibSaS
LIFESTYLE
TARGET SMOKERS' PRACTICAL/DOWN-TO-EARTH PERSONALITIES ARE REFLECTED IN WHERE THEY WOULD
LIKE TO LIVE AND THE KINDS OF CLOTHING THAT REALLY DESCRIBE THEM
TEN YEARS FROM NOW, TF TARGET SMOKERS WOULD GENERALLY LIKE T0 LIVE IN A NICE PLACE IN
THE COUNTRY
LIVE IN THE COUNTRY IN THE FUTURE
LIVE IN THE SUBURBS IN THE FUTURE
LIVE IN A BIG CITY IN THE FUTURE
T
F TARGET
62%
31%
7%
BLUE JEANS/T-SHIRT ANI1 REGULAR CASUAL CLOTHES REST "FIT" WITH THE WAY MOST TARGET
SMOKERS FEEL ABOUT THEMSELVES, THE WAY THEY LIKE TO LIVE, AND THE TYPE OF PERSON THEY
REALLY ARE. THESE ARE THE TYPES OF CLOTHES THAT THEY FEEL REST DESCRIBE THEIR
PERSONALITY
IF TARGET
RtOULAR CAStIAL
9LOE JEANS/1"SHIItT
NEWEST/hlOST FASNIONABLE
OLD COMFORTABLE/KNOCKAROUND
PREPPY
BUSINESS/OFFICE
FORMAL
33%
24 %
9%
5%
2%
5%
1%
S^14 E65)5
LrFESTYLE
WHEN ASKED TO CHOOSE A FAVORITE, MANY SMOKERS WITH THE TARGET SELECTED CONVENTIONAL,
MAINSTREAM, RLJE COLLAR TYPES OF MUSIC; HOWEVER, THERE IS A RANGE OF INTERESTS.
TE TARGET
Pop/Top 40 25%
OLDIES OF THE 50's - 70's 16%
COUNTRY 14%
HEAVY METAL/RQCK 10%
SoUL 7%
DISCO/DANCE 6%
RHYTHM AND BLUES 5%
'EASY LISTENING 3%
NEW WAVE/TECHNO/PUNK 3%
GOSPEL 3%
JAZZ 2%
CLASSIGAL 2%
BIG tANIIS OF 1Q4Q`S 1%
9049 £6535 t.
LIFESTYLE
THE TF TARGET PRIMARILY ENJOYS READING MAGAZINES THAT DEAL WITH THE HOME AND FAMILY,
RATHER THAN FASHION OR NEWS ORIENTED MAGAZINES
TF TARGET
CoSM4P4LITAN
BETTER HOMES & GARDENS
TV GUIDE
PEOPLE
GQ4'? HOUSEKEEPING
READER'S DIGEST
FAMILY CIRCLE
MCCALLS
GLAMOUR
LADIES HOME JOURNAL
WOMEN'S DAY
45%
45%
43%
38%
38%
38%
36%
35'
30 %
30%
29%
LQL9 E550S
4
_
LI Ft-5TyLE
MANY TARGET SMOKERS DRINK ALCOHOLIC BEVERAGES; THEY PREFER ffWNITE GOODS," BEER, AND WINE
'IF TARGET
FAVORITE ALCOHOLIC BEVERAGES (78%)
VODKA 49%
CHAMPAGNE/SPARKLING WINES 51%
DOMESTIC TABLE WINE 43'
RUM 44%
DOMESTIC REGULAR BEER 46%
DOMESTIC Low CAL BEER 42%
TEQU I LA 30%
FAVORITE MIXED DRINKS (78%)
DAI(JUIRI
MARGARITA
SCREWDRIVER
PINA COLADA
RUM AND COKE
FAVORITE BRAND OF BEER (61')
BUDWEISER
MILLER LITE
MICNELOR
BEID LI GHT
59%
41%
43%
47%
41%
13%
13%
5%
6%
XOL4 i65)5
