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Philip Morris

Winchester Cigarettes: Consumer Study in Three Test Markets

Date: 13 Jan 1975
Length: 16 pages
1000740779-1000740794
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Author
Holbert
Alias
CFNC7503391
Area
CENTRAL FILES/DATABASE CORRESPONDENCE
Document File
1000739301/1000740802/11 83 148 Keep 750000 Correspondence C75 02093 C75 03399
Type
MEMO, MEMORANDUM
CHAR, CHART/GRAPH
Copied
Weinrib, A.
Benson, J.
Bradt, S.
Clemente, J.
Cremin, R.
Goldsmith, C.H.
Hysen, M.
Jeblee, J.P.
Landry, J.T.
Mcgivney, W.
Morgan, J.J.
Oates, J.
Packard, D.
Pollack, S.
Resnik, F.E.
Seligman, R.B.
Siegel, J.
Stern, M.
Request
Stmn/R1-004
Master ID
1000740779/0798

Related Documents:
Site
R100
Copied (Organization)
Lb
Wrg
Recipient
Bissmeyer, A.
Litigation
Stmn/Produced
Named Organization
RJR, R.J. Reynolds
Characteristic
MARG, MARGINALIA
Date Loaded
05 Jun 1998
Brand
Camel
Kool
Marlboro
Pall Mall
Philip Morris
Salem
Tareyton
Vantage
Virginia Slims
Winchester
Winston
UCSF Legacy ID
wlx54e00

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Page 1: wlx54e00
Atts: NH/j t PM c.c. R. rnemin C. Goldsmith J.P. Jeb Lee J.T. Landry .J.J. Morgan •,IS. Po l l ack R.B. Seligman er . Marketing Research Department ~,Winchester Cigatte ` C Std ,resonsumeruy Three Test Markets re f(C 75-03391 LB J. Benson S. Bradt J. Oates D. Packard l '~44 ~ ~74J~.~ Winchester'cigarettes were introduced by R. J. Reynolds in Dallas, Texas; Ft. Worth, Texas; and Portland, Oregon; starting October 15, 1974. The study reported here is an attempt to determine the strengths and weaknesses of the brand's marketing!effort. Starting the week of December 2 -- that is,sevem weeks after introduction -- 617 personal interviews were undertaken with smokers 18 years of age and over in high traffic locations in the metro areas of Dallas (202), Ft. WortK(205), and Portland (210). Winchester cigarettes have achieved satisfactory recall, trial, and intention to-buy-again levels, primarily among Men and younger smokers. Share and conversion are low at the time of this study. The brand pro- jects a masculine image (carried over, no doubt, from the television commercials for Winchester "lli'ttle cigars"), and many triers report the brand as too strong. At 18 mg. tar (filter) and 19 mg. (menthol), the brand may be getting some of this negative on strength f rom its "little cigar" parentage. Winchester cigarettes have been tried by every "little cigar" smoker interviewed, but none has converted. Women only Smoker share Claimed brand awareness Claimed ad awareness Proved (correct) Ad Aware- ness Tri al Percent of those aware who have tried Conversi on Winchester Cgts. 7 Wks. 0.2 68 50 39 18 26 1 PMI Marl. Va. Cgts• "Lts. Sliins U 7 Wks. 7 WcTs. 7 Wks. 0.2 0.5 1.8 12 29 na 6 na 56 32 5 na na na 4 11 10 34 5 na 18 WRG . CTemente M. Hysen W. McGivney J. Siegel M. Stern A. -Weinrib
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DETAILED FINDINGS in underscoring the image created on television, for the "little cigars", that this ": is a product for men and younger smokers. And, indeed, ad recall, was highest s t~- among men and younger smokers. (Tables 9, 10, 12) The numbers on Winchester cigarettes are apt to be a bit overstated, due to r~~ i: t'y . an unavoidable confusion with Winchester "little cigars". Indeed, the sardonic ; urban "cowboy", the protagonist for both products, is surely being used to effect ~ carryover, and confusion is inevitable from this. Nonetheless, it appears as if tri al i s hi h by comparable standards (at 18%)~, and that awareness of the brand "(68%) , and ?correct) adverti sin awareness (39%) -are hi gKal so. The percent of,z " ~ t~ ~S ':those'aware who have tried (26%g seems to be satisfactory, as is the expressed ~~ .ht ~t' .T ~tlikelihood of triers to purchase again (44%). Conversion is low, at 1%; share `- 4" } r of smokers i s 0 2% (Tabl es 1, 4, 15) t x~ s ~r `' 2. Tri al i s heavi est among Men (26%) and among younger smokers, ages 18-24 (23%) ~ = Tria1 is lowest among Women (9%), and among!older smokers, ages 45+ (12%). -(Table 3 , The brands that are being drawn from di sproporti onately by triers of Winchester, ~~ cigarettes are Marlboro and Kool (each about 50% more than would be expected from A current brand shares of smokers in the sample), and Winstom (about 25% more) ~ ~ (Table 5) .? ~~ ~; #+ 4. Likes and dislikes on "taste" among triers of Winchester cigarettes are about ~~4 ; ; evenly balanced. On "strength," 8% liked a strength that they perceived as mild, A4,~ whi 1 e 20% di sl i ked' a strength that they percei ved as too strong . Of those who tried Winchester and!did not convert, 24% cited the belief that it was too strong Since the brand shows tar of 18 mg. (fi l ter) and 19 mg. (menthol ), i t may be that ( ip some of the negatives on strength reflect the "little cigar" family relati onsh Tables 6, 7, 8) . . . ,.,....>„ _ .. . ._. ...,_.. ,. .. , -. . -.:._ . . ~T?a ,~ 5. Ad recall, particularly among the triers centered about the figure of the ~: "cowboy" prota onist. The fact that the brand comes in two packages (menthol as r~ ,' we11 as filterq seemed to come across too. The advertisinq seems to be successful : ,:: 4 7. Among "little cigar" smokers, half smoke less than one per day. Only 6% of them smoke as many as twenty per day. (Table 13) '~there were no converters to Winchester cigarettes. (Tables 13, 14) 6. Of all the triers of Winchester cigarettes, 30% now smoke "little cigars". An of those who now smoke "little cigars," one out of three smokes Winchester "little cigars" most often. While 18% of the total sample of smokers had tried Winchester cigarettes, every regular smoker of "1'ittle cigars" interviewed (whether his brand was Winchester "little cigars" or not), and!every trier of Winchester "little cigars" had tried Winchester cigarettes. Among alT these "little cigar" people, ...Z i... 1' )~ ' . ..~. ~ . ~ . " ... ~ ... * "~r~ .. ' . _ . ~ . ~ ~ . . . .-) ~ . .n , q'.-. '. . ,. ~ ~..t`5V.'S.fi; ....~ ~'.4 '..;. „- 0 ~ n ~~. - ~ ~~ O, .1 f
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u SUMMARY MEASURES: WINCHESTER CIGARETTES (Three cities combined) :.SHARE OF SMOKERS:`01 1. Nbn-menthol - ~Mthl .eno :, . ` Combined CLAIMED BRAND AWARENESS: ~ 4. Unai ded - 5. Plus: Additional aided \,c/ . Equals : Total , .,. . CLAIMED AD AWARENESS u TABLE 1 PROVED AD AWARENESSk1 TRIAL u T.--Ybn-menthol 10. Menthol 11. Combined (Net) 12. TRIERS AS A PERCENT OF THOSE AWARE (= 11 j 6 .AFFIRMATIVE LIKEL1HOOD TO BUY AGAIO' '.16. Non-menthol 17. Menthol 18. Combined "What is your regu ar bran o cigarettes, t at is, the ran you smo e most o ten?" 4 "What new brand of cigarettes, just recently introduced, can,you think of?" ,4/ "Line 7 less incorrect (unrelated) recall. v"Have you ever tried Winchester cigarettes?" (If yes): Non-menthol?" y .-: ,,.,~„~ .~ ~? ,,, ~ (Asked of triers onl ow you feel ): "Whi ch of these statements best expresses h ab out Winchester cigarettes..." (Affirmative likelihood = sum of two affirmative res-`•_3i ponses: "I definitely..."'and "I probably will buy Winchester cigarettes again" NOTE: ~Sur~ of percentages do not always add to totals due to rounding and/or`multi'ple r i a 1 . "Have you!ever heard of a cigaretted Winchester -- I mean the new one that is actually) a cigarette andlnot the 'little cigar' that used to be ad'vertised on television?"' .~ "Do you remember seeing any advertising for Winchester cigarettes in newspapers, ' in magazines, or on biillboards?" . . -. --: "Was that the Menthol or the `~
Page 4: wlx54e00
TABLE 2 k TRIAL, SHARE, AND CONVERSIiON FO WINCHESTER CIGARETTES I: .r, ,'.•TRIAL: Non-menthol : Menthol Combined (Net SHARE: v Non-menthol ~Menthol Combined CONVERSION: -C-1 . on~-menthol Menthol t. ' Combi ned (By City) Total (617) % 15 .4 18 0.2 0.2' "Have you ever tried Winchester cigarettes?" (If yes), "Was that the Menthol or the N!on-menthol?" ~ "What is your regular brand often?" .:. _. , ~ Share = Trial NOTE: Sums of percentages do not always ad'd'to totals due to rounding, . multiple trial.
Page 5: wlx54e00
TA[3LC 3 JRIAL, SHARE, AND CONVERSION MR' WI C ES R' CIGAR T ES (By Demographics) -- SE X -- Total Male Female 617) (309) (308). % % ,. TRIAL ~' Non-menthol 15 22 8 = Menthol ,.4 6 2 Combined (Net) .18 26 9 SHARE : N,r' ~to'n-menthol 0.2 0.3 Menthol Combined 0.2 0.3 CONVERSION:u Non-menthol Menthol .Combined r -- RACE -- Wh i te Bl ack (591), (26) 16 8 7 12' 18 15 0.2 0.2 "Have you ever tried Winchester cigarettes?" (If yes), "Was that the Menthol or the Non-menthol?" _ ~ I "What iis your regular brand of ciigarettes, that i Share L Trial NOTE: Sums of percentages doinot allways add to tota1s due to rounding and/or multiple trial.
Page 6: wlx54e00
TABLE 4 LIKELIHOOD OF TRIERS TO BUN WINCHESTER CIGARETTES AGl1IftY Total ' (a) Tried (No.) (108) (b) Likely to Buy (47) Z :Again (No. )'t-' =" (c) = (b L a) (%) ' 44 -- SEX MT~ Fema e (33)' (14') 42 48 --' RACE -.- Wii te- ack (104). ( 43) ~' 41 A. I definitely will buy Winchester cigarettes again. B. I probably will buy Winchester cigarettes agiain. C. I probably won't buy Winchester cigarettes again. `'D. Don't know. ~ Answers A'or B in above footnote. 'ki J Base too small to percEntage. ----= AGC 18-24 25-34 35-_ 45+ (33) (28) (24) (15) (1'1) (11) 45 39 -46 "Which of these statements best expresses how you feel about Winchester cigarettes?" ¢ > N O
Page 7: wlx54e00
y r .~.,! r~- r. 4 1 i J, CURRENT BRAND MarTYoro Winston Kool Pall Mall Salem Camel Tareyton Vantage Rati o ~~_ b 1 (c) (156) .(125) (1'50) (86) (75) (100) (67) (100) -.1 I , TABLE 5 CURRENT BRANDS OF TRIERS OF WINCHESTER CIGARETTES~ Triers Total Sample (108) (617) The one converter reported no previous regular brandl. NOTE: Those brands shown that had!4% or more of total Winchester triers. 0
Page 8: wlx54e00
t , , t r a, z: r Taste Mentions (Net) Goodtaste Strong taste Menthol' fl avor Good!tobacco taste Has a cigar taste Smooth taste bs Taste like Marlboro Cooler taste StrengthiMentiions (Net). They are mild/mellow °"'Cheap price/cheaper W Just like any other cigarette/comparabl!e to other They are satisfying Good for a change Like the package Green color on the package Come in both regular and menthol They're okay .Don't Know Nothing Liked W "What do you parti cul arl'y 1 i ke about Wti nchester ci garettes? (Protie : what else?)"' v Probably represents confusion with Wiinchester "1'i'ttle cigars", which do sel!l at a cheaper price than cigarettes.
Page 9: wlx54e00
TABLE 7 WHAT TRIERS OF WINCHESTER DISLIKE * (Base: Triers of Winchester) Taste Mentions (Net) 27 Strong taste. ars itasting 9 Dislike the taste 9 -Taste like Winchester cigars/a cigar 6 Menthol flavor is not strong enoughi 1 •Menthol flavor is too strong 1 'Bad aftertaste 1 Had a papery taste 1 Strength MentiIons (Net) 20 Too strong 19 Too mnld 1 Dislike the man who advertises them 3 Burns too quickly 2 They are too short 1 .Too dry 1 Dislike filtered cigarettes = 1 Don't Know 1 52 "What don't you like about Winchester cigarettes (Probe: What else? i..w_:.t.a*. -w.... '. Xa~.ilti'. C O
Page 10: wlx54e00
TABLE 8 REASON'S FOR'NOT SWITCHING TO' WINCHESTER (Base: Triers of Winchester Who Have Not Converted!) ~ Strength Mentions (Net). Too strong Too mild . Taste Mentions (Net) Dis ike t e taste Tastes like a cigar Bad aftertaste Prefer my regular brand Don't like to switch brands Just don't like Winchester Smoke the brand my husband buys/wife buys My brand is low in tar and nicotine My brand is feminine looking Only change brands when regular brand'makes me cough Not available in every store < Don't like the cowboy that advertises themi , 25 24 1 42 4 4 3 1 1 1 1

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