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Lorillard

Hispanic Smoker Data

Date: 1988 (est.)
Length: 10 pages
93376291-93376300
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Alias
93376291/93376300
Type
REPT, OTHER REPORT
Area
BRAND MANAGEMENT/SECRETARY STATION
Site
N3
Request
R1-095
Date Loaded
05 Jun 1998
Document File
93376279/93376401/Hispanic Mktg. Kent 900000
Master ID
93376281/6400

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vtp60e00

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Page 1: vtp60e00
HISPANIC SMOKER DATA
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-10- Currently, there are only two Hispanic smoker specific studies which exist: A. Hispanic Monitor 1988 B. Onmibus Study - A study prepared for Lorillard in 1986. The Hispanic Monitor 1988 serves to provide more smoker specific demographic information while the Omnibus study helps put some perspective on smoker specific marketing issues (such as media and purchasing habits). The general findings for both studies follow this page.
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HISPANIC MONITOR 1988 FINDINGS i ar ttes Incidence and frequency of cigarette smoking is lower among U.S. Hispanics compared to the total population as a whole - Nearly 1-out-of-3 In the general population (16+) smokes, while less than 1-out-of-4 Hispanics claim to smoke - Only half of Hispanic smokers claim to smoke more than 10 cigarettes a day on average compared to 84% of the general population Hispanic women in particular are less likely to smoke compared to their general population counterpart i;6Z9 L££6
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t HISPANIC MONITOR 1988 FINDINGS 8rand of Cigarettes Smoked Most Often Among People Who Smoke at Least One Pack Per Week Hispanic Total U.S.* Span- Total ish Eng- Ilshf Marlboro 25 43 42 43 Winston 7 10 9 12 Salem 9 7 9 4 Benson & Hedges 3 5 5 5 Newport 3 4 6 2 Kent 2 4 3 5 I Pall Mall 3 4 5 1 Doral 2 3 3 2 Kool 4 2 1 5 Chesterfield 2 1 * vankelovich MONITOR, 1988 ti629LEE6
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HISPANIC MONITOR 1988 FINDINGS * Brand of Ciclare/tes Smoked Most Often by Markel Total Los Anaeles San Houston Antonio New Miami York Chicago Marlboro 43 67 35 43 18 47 38 Winston 10 1 15 15 5 9 15 Salem 7 5 9 12 14 6 6 Benson & Hedges 5 7 7 8 7 1 5 Newport 4 - - 1 1 15 8 Kent 4 1 2 - 6 3 4 Pall Mall 4 5 - 2 - 7 - Doral 3 2 - - 8 - - Kool 2 - 4 4 - 2 5 *- Caution, small bases of smokers within markets, shown for comparison purposes only. SbZ9ZEEb
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HISPANIC MONITOR 1988 FINDINGS i r ~g ... More than half (52%) of the respondents surveyed report that nobody in their households smokes cigarettes - Among femates, 56% claim that they live In non-smoking households; 48% of males make the same claim - Spanish-speaking respondents are more likely than their English-speaking counterparts to live in non-smoking households (54% vs. 46%) - Older people are more likely to be living In non-smoking households (56% of those 35 and above; 48% of those below 35) About one In five (22%) report smoking at least one pack of cigarettes per week - Incidence among men is higher than among women (27% vs. 16%). ... Filters clearly the dominant cigarette type among smokers - Nearly nine in ten smokers (88% report smoking filters) 9629LCP,6
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HISPANIC MONITOR 1988 FINDINGS ... Non-menthol (72%) also dominates - Although women more likely than men to smoke menthois (39%'of female smokers vs. 12% of males). About hatf (48%) of smokers report smoking at least ten cigarettes a day • Engllsh-speaktrg smokers somewhat more likely to smoke more heavtly (53% smoke 10 or more cigarettes a day vs. 45% of Spanish-speaking smokers). Marlboro Is far and away the dominant cigarette brand - 43% cite Marlboro as the brand they smoke most often, although men are more likely to smoke Marlboro than are women (45% vs. 38%). - The Incidence of Marlboro consumption is low among older respondents (only 30% of smokers aged 50 and above smoke Marlboro most often) ... Other popular cigarette brands include Winston (10% of smokers smoke this brand most often), Salem (7%) and Benson & Hedges ... Cigarette smokers are extremely brand loyal L6Z9Z gE6 - Ninety percent (90%) claim that they smoked their most often smoked brand six months ago.
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-16- OMNIBUS STUDY Door-to-door interviews were conducted with at least 150 Hispanic adults in New York, Chicago, Miami, San Antonio and Los Angeles. The major findings were as follows: s In all markets, except San Antonio, Spanish appears to be the predominant language spoken at home. In San Antonio, Hispanics are split evenly in usage of English and Spanish. • The incidence of smoking among Hispanics in all markets surveyed was equal to or greater than the incidence of smoking within the total U.S. • In all five markets, Lo-Fi products dominate. While there is some activity in the Low Tar category, there has been little development in the ULT category. • There appears to be a limited number of brands which are within the Hispanic choice spectrum. The Kent Family made a strong showing in four of five markets with shares ranging from 4% to 6.5%. Only in San Antonio was the Kent Family relatively lower (2%). • There was little reported activity within the reduced price category among Hispanics in any of the markets. • In all markets, except San Antonio, coupon usage for cigarette discounts was reported by less than 10% of smokers. In San Antonio, 20% reported using cigarette coupons. e Hispanics were more likely to state that they read magazines in Spanish as compared with English. Only in San Antonio was there a relatively larger proportion of smokers who read magazines in English. • Newspaper readership was generally at a high level in all markets except in Chicago where over half the smokers interviewed did not read the newspaper.40
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-17- CONCLIISIONS There is one important similarity between the two studies: a Hispanic Share of Market Both studies suggest that Kent's Hispanic share of market in Kent's Hispanic markets is equal to or greater than Kent's general market with the exception of Los Angeles. The Hispanic Monitor shows that Kent's Hispanic share of market in Los Angeles is 1% while the Omnibus Study reflects a share of 4.7%. One discrepancy which exists between the two studies is: • Hispanic Incidence of Smoking While the Hispanic Monitor suggests that the incidence of smoking within the Hispanic market is less that the general market, the Omnibus study suggests the complete opposite.
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-18- ENTERING THE HISPANIC MARKET CONCLUSIONS/RATIONALE There are several viable reasons for Kent to enter the Hispanic market with a full blown effort. Population Hispanics are presently a significant force in the economy of the United States and even under the most conservative projections will soon become a major factor in the nation's marketplace. They represent over 23 million or 9.5% of the total United States population.41 Geographic Concentration The intense concentration of Hispanics by type by geography has several benefits: • A clustered customer base can be reached more easily than a scattered one. Kent is then able to aim its promotions and tailor them to a specific Hispanic group or groups in a specific, concentrated locality. In Kent's case: California, Texas, Miami, etc.42 • On a cost efficiency basis, Kent's promotions and advertising can be targeted to a particular Hispanic population in an area, as opposed to Kent's general market efforts which are more broad-based and costly.43

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