Tobacco Documents Online

DISTRIBUTION: F. Attinger CC: W. Birk, LB Frankfurt K.I. Ferguson A. Liu, PMI A. Gembler B. Roper, PMI S. Mand C. Nelson M. Rebib H. Schedel J. White

EFFA, Eastern Europe,lVliddle East, Africa MARLBORO QUALITATIVE IMAGE STUDY SAUDI ARABIA 1993 MARKET RESEARCH

MARLBORO QUALITATIVE IMAGE STUDY SAUDI ARABIA 1993

sNOIsniOwo3 2501055378

DATE: August 1993 COUNTRY: Saudi Arabia PRODUCT• Marlboro RESPONSIBLE.• D. Drummond-Dunn, C.-A. Proz KIND OFSTUDY.• Brand Image and Lifestyles Study RESEARCHHOUSE: Market Insight, Vienna FIELDWORK START: March 1 st, 1993 AREA: Jeddah, Riyadh FIELDWORK END: May 5th, 1993 METHOD: Personal in-depth interviews with current or past smokers of SAMPLE: Regular smokers of Marlboro Red, Marlboro Lights who had switched from Marlboro Red and Lights. Each interview lasted between one Red, Marlboro Lights who had started with the brand, and ex Marlboro Red and a half and two hours, to enable a real relationship to build smokers who had switched to cheaper brands. All interviewees were men up between interviewer and interviewee. between the ages of 18 and 25years. SAMPLE SIZE: 20 smokers in each of the four groups specified, tota180 BACKGROUND / OBJECTIVE: In Saudi Arabia, Marlboro Red is beginning to stabilise, and Marlboro Lights' growth is slowing. This research was designed to measure how young people under twenty-five currently perceive Marlboro, what the key elements of the brand's image are, and how these correspond to the smokers' life values. Secondly, how to address these values through advertising and promotions, to attract (back) these young smokers. MAIN FINDINGS: 1. The major key values of the young Saudis are masculinity, wealth, family life, materialism and spirituality. 2. Dualism, and the necessity to balance between opposites, is an over-riding characteristic of the Arab culture. It plays an important part in enabling a person to find his place in society, by fixing acceptable limits for his public and private behaviour. 3. Marlboro's strengths, many of which come more from the brand's smokers than its advertising or promotions, are elegance, masculinity, wealth, status, strength and experience. Marlboro's weaknesses are mainly the opposites of its strengths, such as aggressivity, pride, inelegance, a loner, irresponsibility, inexperience, overly strong and rough. 4. Marlboro's advertising currently lacks elegance, wealth, friendship, pride and sometimes useful movement. It also shows a number of items with negative associations for the average Arab, such as ropes (hanging), gloves (importance of handshake), or Zippo lighters (inelegant). Other associations should be further developed, such as the mountains (implied strength) or the horses (related skill, control, and positive animal/man relationship) 5. Major trends likely to affect Marlboro in the near future, are an even greater move to Islam, and the rejection of Western culture; the selective adoption of Western technology, rather than values; growing health consciousness; increasing desire for a family and the then attributed place in society. C O N CL US IO N/ R E C O MME ND A T IO N. • Marlboro's image is very strong and well defined amongst the young Arab smokers today; however, its price in particular makes it an extremely exclusive brand. The brand's current advertising and promotions should be carefully examined to ensure that the best communication to support this positioning is maintained. Items with negative connotations should not play a central role in a visual, and promotions should be further developed to support the brand's exclusive image. 6L£S5060SZ

SrJNIaNIA NIt1W 2501055380

INDEX - n11AIN FINDINGS 1. Activities 1 1.1. Work 1 1.2. Family 3 2. Leisure activities 4 2.1. Sports 5 2.2. Games 6 2.3. The coffee shop 6 2.4. The beach / the desert 7 2.5. Cars 7 2.6. T. V. / Videos 7 3. Social Values and trends 8 3.1. Dualism 9 3.1.1. Masculinity 9 3.1.2. Sense of Belonging 10 3.1.3. Wealth 12 3.1.4. Pride / Modesty 13 4. Changes 14 5. Smoking and health 16 6. Brands 16 7. Cigarette Brands 17 7. 1. Perceived smoking qualities 18 7.2. Imagery - Personalities of brands 19 7.2.1. Marlboro Red 19 7.2.2 Marlboro Lights 23 7.3. Competitive Brands 25 7.4. Smoking Characteristics - competitors 25 7.5. Imagery - personality of Competitive brands 25 8. Advertising 26 8. l. Advertising in general 27 8.2. Cigarette advertising - spontaneous 28 8.2.1. Marlboro Red - Wild Rein 30 8.2.2. Marlboro Red - Triple Talk 31 8.2.3. Marlboro Red - Glove + Pack 32 8.2.4. Marlboro Red - Box Canyon 33 8.2.5. Marlboro Red - Thunder Head 34 8.2.6. Marlboro Red - Monument Valley 35 8.2.7. Marlboro Lights - Golden Reflections 36 8.2.8. Marlboro Lights - Blue Echo Ridge 37 8.2.9. Marlboro ads Generally - horses and horsemen 38 9. Promotional activities 39 9.1. Spontaneous recall 39 9.2. Marlboro activities 40 9.2.1. Marlboro music - Mustang 41 9.2.2. Marlboro music - NY to LA 42 9.2.3. Marlboro Adventure Team 43 9.2.4. Marlboro U.A.E. Desert Challenge 44 9.2.5. Marlboro No. I in Motor sports 45

1. Activities In this study we have explored in quite some detail the activities that the respondents engage in. We will focus on the three main areas of activity that seem to have a major impact on smoking habits, and on desires and ideals, namely: • work • family life • leisure activities There are other activities revealed in the data, which will not be reported in detail, because there is no strong connection between them and smoking. They do nevertheless impact on overall social values, and where appropriate will be reported on in this context. The most important one in this context, is religion (Islam). 1.1. Work Work is a major part of the life of the non-Saudis, but a much less important one for the Saudis. This fact has a major impact on the differences observed in lifestyles in general, as well as in the attitudes and values of the two groups. Expatriate Arabs are in Saudi Arabia primarily to work, and to better their financial position. Work therefore occupies a considerable part of every day and absorbs an even greater proportion of their energy. As a consequence, the Non-Saudi feels "exhausted" after work, and feels the need to relax at the end of the day. Many of them are in manual occupations which appear to be quite demanding, both because they appear to be carried out in non air- conditioned establishments, and because of long working hours. The need to wake up to pray early in the morning makes the day very long, and at the end of the working day, because most do not have wives (at least not living with them) they still have the cooking, washing and cleaning to take care of Even those in white collar jobs tend to feel that their conditions in general, and their working conditions in particular, are not good. I definitely expect relaxation from my free time. After 12 hours of work, one should definitely sleep so that the body gets enough relaxation. Arab, Riyadh, MLR N ~ 0 ~ 0 ~ ~ w 00 N

The focus of work for these people is primarily to earn enough money, in order to be able to return home, to enjoy a normal family life, and to be able to pass on to their children a better economic start to life than they themselves enjoyed. It is therefore simply a means to an end, with the primary goals being: • to accumulate money • to return home • to have a wife and family I am not satisfied about my leisure time. But everybody comes to Saudi Arabia for a certain job or aim. It is better to concentrate on achieving it perfectly. After this, it would be possible to go back to EXpt and live in a normal way. Arab, Riyadh, MLR Of the three, having a wife and family is probably the most powerful motivator, because without a wife a man has no position or status in society - he is almost considered to be outside of society, and seen by others as rather dangerous, because he might be tempted to "look at" other women. In order for him to satisfy god, and his parents, he needs to have a family. The strong pressure on him to achieve this goal has a profound impact on the attitudes of some of the non-Saudis, leading to strategies aimed at keeping down the cost of living, economising on food, and among some also economising on cigarettes. This strategy is arrived at in a pragmatic way, and is justified both by the goals that it serves, and the feeling that at some point in life you have to start behaving responsibly - you have to stop playing and become serious. Concerning my free time, I wish I were able to have a second job. In this case, I would have to stay here only for one year instead of two. Arab, Jeddah, L&~L~I Rlien I used to go jogging, I used to feel very quick. But now there are a lot of things that put me under pressure: responsibilities, problems, work, marriage. Now instead of wasting one hour jogging, I can rather work. Arab, Riyadh, MLL 2

Among the Saudis, by contrast the "working day" seems to be far less arduous - with most seeming to have enough energy at the end of the day to have fun. In reality the "working day" means a range of things from: • spending all day having fun with friends to: • a full working day, but one which does not appear to be anywhere near as rigorous, or demanding as the working day of the non-Saudis. Orz Thursday, we go at 11 P.M. to the beach until midnight. Afterwards, we go to Anbar Casino. We play cards until 5 A.M Orz weekdays, we go everyday at 5 P.MM to play billiards until 9 P.M Saudi, Jeddah, tLiLR Within the sample, quite a number were still students, or studied part time, and for the rest of the day were with the military. Among this group there was quite a strong desire for a job and for work. There is a feeling of change occurring, with education being seen as the way forward to achieving a career, which will then provide the material comforts that they expect. I would like to diffc.~r from the past generation in education. In the past, there was no education. Saudi, Riyadh, MLL By no means however do they feel the same level and intensity of pressure as the non-Saudis. Work is something which occupies the time between pleasures, and almost gets in the way of them. 1.2. Family This is the second big difference between Saudis and non-Saudis, and arises quite simply from the fact that most of the expatriates are not yet married, while more of the Saudis were. However, even those Saudis who were still unmarried, appeared to be living at home with their parents, and so to some extent did have family activities, albeit limited. 3