Anne Landman's Collection
Segmentation Analysis Summary of Findings.
Abstract
The most interesting section of this 80+ page R.J. Reynolds marketing document is from Pages 78-86, where it discusses how to turn "smoking negatives" into "product opportunities." The report lists the negative feelings that smokers experience, like alienation, isolation, loneliness, powerlessness and social rejection--and explores "product positionings" that the company could use to leverage these feelings into "marketing opportunities."
Examples:
"Self indulgent behavior/i.e. smoking enjoyment...increasingly difficult given secondhand smoke issue and social unacceptability...
--Restore belief that smokers smoke for pleasure...Depict smoking in guilt free situations (e.g. bars) to alleviate guilt...Associate with other indulgent products such as coffee, etc."
In a section on Page 83 (Bates No. 513866062) entitled "EMPOWERMENT LOSS," the paper discusses smokers' feelings of powerlessness:
"Ever-changing world creates feelings of being small, weak, unable to cope with changes...due to lack of power and control and personal feelings of helplessness. Smokers, in particular, are strongly affected by this trend given expanding restrictions, rising taxes/prices and decreasing social acceptability of cigarettes converging to impact the largely downscale (and thus less powerful smoker population. Smokers are overwhelmed by these dynamics and (in view of second hand smoke issue) readily relinquish power."
The paper then discusses how to turn these feelings of powerlessness and helplessness into an effective ad campaign for cigarettes (A goal is to "counter the antis story that smokers are powerless/addicted" ):
"Application:
General Opportunity for products which offer empowerment: Dimensions Power, Force, Might, Vigor, Pep, Fortify, Effort, Strength, Performance, Vitality, Potency, Activity, Ability, Fuel. Empowerment, Taking control, Taking on the system, David and Goliath, Not becoming a number.
RJR Applications:
• Counter the Anti's story that smokers are powerless/addicted. Emphasize Choice and smoking benefits: pleasure/stress relief/enhanced mental acuity.
• Continue to chip away at second-hand smoke issue..."
With great irony, the paper points out that smokers are "not joiners," saying the company needs to find some way to get smokers to "act together." It then suggests basing an ad campaign on the theme, "It's YOUR choice."
Fields
- Quotes
Private Indulgence to Avoid Social Criticism
--Search for personally indulgent pleasures without criticism and without the social watchfulness which creates guilt about the indulgence.
--Frustrations, in general, and pressures for physical improvement and "Living Right" creating rebound for private indulgence. People like to snack a lot, drink, be a couch potato...without feeling criticized or watched.
--Self-indulgent behavior, ie., smoking enjoyment, by smokers increasingly difficult given secondhand smoke issue and social unacceptability
Applications
Provide permission, availability, justification for indulgence.
RJR Applications
Company
--Restore belief that smokers smoke for pleasure... --Develop lines of goods and services for smokers (e.g., airlines, insurance, etc.) to alleviate "penalties" paid by smokers.
...Depict smoking in guilt free situations (e.g. bars) to alleviate guilt.
--Depict smoking pleasure. --Associate with other indulgent products such as coffee, etc. --Market brands around pleasure, not just moderation...
CAMEL
Utilize CAMEL Regular.
--Support it -- it's our double-stuffed Oreos.
New Products
Guiltless products (a la Healthy Choice/Snackwells) positioning as return to smoking enjoyment given reduced negatives.
--Explore cigarette configuration vis-a-vis oral gratification.
WEAKENING RELATIONSHIPS
People feel emotionally isolated, because relationships are troubled, breaking down and fragmented. They cannot maintaint he kinds of friendships, families and romantinc involvement they want to have, and feel puzzled, frustrated and angry about it.
People are seeking warm, meaningful, close relationships but don't know how to achieve them.
Relationships for smokers to non-smokers is impeded. Smokers are a new minority group, huddled together in limited geography where smoking is not prohibited.
APPLICATIONS
Facilitate interaction with others. Getting close with others, staying close with a loved one...
DIMENSIONS
Association, connection, involvement, friendship, camaraderie, love, bonding, intimacy.
RJR Applications
--Explore sociability brand positioning... --Marlboro and Newport capitalize on this trend via peer influence.
Programs
Relationship marketing programs tap trend as does personal selling/conversion. Must maintain relationship after conversion process complete (see recognition and individuality). • In relationship programs, must -- to maximum extent possible -- personalize brand contact (e.g., brand manager, "personal banker", etc., to facilitate one-to-one relationship. • Incorporate sociability dimension into relationship programs -- e.g., Saturn franchise party.
EMPOWERMENT LOSS
Ever-changing world creates feeling of being small, weak, unable to cope with changes. Can't control changes, so must adjust...
Feeling small due to lack of power and control and personal feelings of helplessness.
Smokers, in particular, are strongly by this trend given expanding restrictions, rising taxes/prices and decreasing social acceptability of cigarettes converging to impact the largely downscale (and thus less powerful smoker population. Smokers are overwhelmed by these dynamics and (in view of second hand smoke issue) readily relinquish power.
Application
General Opportunity for products which offer empowerment. Dimensions Power, Force, Might, Vigor, Pep, Fortify, Effort, Strength, Performance, Vitality, Potency, Activity, Ability, Fuel, Empowerment, Taking control, Taking on the system, David and Goliath, Not becoming a number.
RJR Applications Company • Counter the Anti's story that smokers are powerless/addicted. Emphasize Choice and smoking benefits: pleasure/stress relief/enhanced mental acuity. • Continue to chip away at second-hand smoke issue and communicate industry perspective to smokers. • Let smokers know how Company is working to support them -- they are empowered through Company. We work for smokers --> We fight for smokers. Company that champions smokers should benefit. Tie/Brands to R JR corporate equity/logo.
Smokers not joiner-type personality; need to find ways to get them to act together...
Empower smokers to select brands based on positive reason. Emphasize it's YOUR choice. Provide concrete product information to empower smokers to make "rational" brand choice. --Link products to other issues (green movement)... --Link brand to a benefit image -- in lieu of taste image-- to create more positive smoker self-perception.
Marlboro: On trend based on imagery of masculine power, control, and escapism in Cowboy.
CAMEL
-Exploit this trend via activeness and evergy implicit in Lust for Life positioning.
DORAL: Vicarious activism picked up by DORAL smokers through positioning DOARL as activist brand. Smokers Rights mialing provides need to "fight city hall."
...Develop non-cigarette products for smokers that reinforces that smokers are OK people.
- Company
- R.J. Reynolds
- Author
- Presumed corporate author, R.J. Reynolds
- Recipient
- Presumed corporate recipient, R.J. Reynolds
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