Tobacco Documents Online

Competitive Brand Advertising Korea YAMS , ~ In terms of aiternative cigarette advertising that appeaiedd to the YAMS group, apart from advertising for Marlboro, Mild Seven was the most frequently mentioned. Key appeals were largely reiatedd to its lifestyle positioning very consistent with mild cigarettes "Ao impressive ad is for Mild Seven. There are many scenes flying over blue mountains or a sea. The blue colour attracts the eyes, it looks fresh. It doesn't seem like a cigarette ad at all, and I like that because it makes me feel comfortable. There is no negative point, the ad looks as mild and as comfortable as the cigarette's taste, the world it shows is an pasy and fresh one. it also has realism, it is contemporary....for Marlboro it is also appealing, ia shows the strong image wefl, the man with the cigarette looks cool, it seems tough and dynamic but it seems a little hard for me, the strong foreign feeling doesn'f feel so cornfortable. It doesn't fit my lifestyle, 1 don't like such a tough thing !woudd prefer a gentler one and the strong foreign feeling doesn't make people feef so comfortable but 1 guess it gives a cool and liberal irrrage'J Ez+,EEn+,asz

Marlboro Red Advertising Korea YAMS • Overall reaction is generahy positive to Marlboro's advertising with the ads clearly salient and distinctive to the YAMS. While not immediately relevant to some, most acknowledged that the image appeals to the "new generation" • The dimensions that appeals to the YAMS are largely those relatedd to the cowboy persona "The ad seems to say that strong men smoke. Its appearance transmits a rough and rebellious image. A cowboy is a suitable model, a hero of the time, for the American West. The cowboy enjoys a liberal life without being worn. A cowboy fits the Marlboro ad. Many young people want to be rebellious and freer" `fThe western image is very suitable to Marlboror its atmosphere is intense and the redness of the desert matches its image. The strong and tough world is shown, since the taste is strong the image is very appropriate" hZ+,EEa+,osZ

Marlboro Red Advertising Kom a Y"S ®With Marlboro being synon~rmous with the cowboy and the American West, the brand}s image profile is very consistent for all the YAMS interviewed • Key dimensions are: (1) Physical strength as well as strength of character (traditional masculine attrihutcs) (2) Independence/Authenticity (3) Maturity/Confidence/Knowledge (4) A certain social status -> cool/collected/at ease with himself and his environment (5) American image -> straight-forward/direct (6) Frccd.om/AmhitionlFrontiership CONSISTENT WITH THE6`MAN IN CONTROL" IMAGE SZfiMhOSZ

Marlboro Red Discussion Korea YAMS • this image has been reinforced by a number of communication activities such as brand sponsorship but also because of the appeal of Chinese movie stars, who's cool/tough image compliments Mariboro's traditional image in modern context (to some MR smokers) * overall it does seem to be becoming more popular especially among the new-generation smokers "Marlboro has become popular since Yoo Duk Wha [Hong Kong actor] smoked it in the movies, it looked stylish because of the filter'f "The taste is strong and it is famous. Although that is not one of the reasons I smoke, as I have seen it in many movies especially Hong Kong ones. Usually people smoke it while gambling. As it is strong it is appropriate to smoke when you are distressed...as it is shown in the movies" 9Z+,E£O+,USZ

Marlboro Red Advertising Korea Y-4MS ~ Clearly the Marlboro communication is distinctive but its aggressive "mood" positioning means that the brand is vulnerable to a "lifestyle" positioning as in other markets ~ the most salient feature of the advertising remains the cowboy and the related "state of mind" imagery Has Personality Appeal = State Of Mind BUT Lacks Lifestyle Appeal = State Of Life ® { -UfiEEo+,osz

Marlboro Red Advertising Korea YAMS ®However in terms of future development for the market it is clear that the Marlboro imagery does not appeal to all the YAMS primarily because of the followm*g ~ lack of relevance of images in modern/urban environment ~questioned personality dimensions -> too aggressive, stubborn ~ undesirable image associations such as loneliness, hardship/lack of comfort etc ~ too macho (more traditional male image not modern one) r`The first time I saw the ad 1 thought it was very cool, I could feel the challenges of the pioneers ... but now the western image seems long ago, its not really what we are used to. The actions seem very demanding and masculine, but it doesn't seem modern„ "Marlboro, desert, red colour, the sun, strength, adversities and loneliness. It has an image of loneliness, alone in the desert, having to overcome difficulties by himself etc"

Marlboro Lights Advertising Korea YAMS am •In terms of communication imagery, the Marlboro Lights advertising was clearly associated with a milder product "The ads for Marlboro Red and Lights are very similar, but Lights is a little softer. I believe they both fit the image of the brand" "Because of the nature pictured in the scene, the cigarette can be thought of as a mild one. One gives a more intense feeling than the other, what is trying to be said here is that Marlboro Lights is srnooth... when you look at them one has more red, the other more white, one is smooth the other strong" 6Z+,EMosZ

~rlboro Lights Advertising Korea YAMS , ~ While cowboy associations dominate both brands, discussion reveals some distinctive Lights dimensions in terms of brand image and personality, which reinforce the brand's more up-market profile j`if is mostly blue, it is clear and the ads of Red were a little dull, but this seems more lively and soft. It feels [mQre] comfortabfe. 11 I like the fact that blue colours were used. It fits the image of Marlboro Lights. Since the taste is refreshing and easy to smoke, the image is just right. There is a difference, one feels strong the other cooJr' "7"he atmosphere of Marlboro Lights is mild and focused on nature ....Marlboro Red is for people who are tough manly and cool, whereas Marlboro Lights is for people who are [more] gentle, tidy & neat" "Marlboro Red has an image of something strong but Marlboro Lights gives an impression of something softer and composed" oMEMasZ

Marlboro Lights: A distinctive brand? Korea YMS •The answer to this crucial question can be derived by inference rather than in direct absolute terms * Evidence that we have to date. ~ not a particularly salient communication identity ~I more up-market user image for Lights ~ softer personality profile for Lights although possibly still a little indistinct ~ rational division in terms of product attributes based on communication and overall image consistent Marlboro cowboy persona images lF+,EEo+,ose

Main Findings Korea YAMS (3) Cigarette Brand Imagery >> Advertising & Communication In-rages » Brand Images & Implied Value System » Marlboro Red vs Lights >> Sponsorship Review (4) New Trends >> Generat Opinions » Opinions About Light Products (5) Strategic Review & Conciasions/Implications zEUMasz

Marlboro Red Image Korea YAMS BRAND PERSONALITY u Casual Forthright Independent Tough/Strong Free/Own Style Driven/determined owrboylAmericanWest Impressive Execution COMMUNICATIONS Spectacular Strong Colours COREIM,4GE Cowboy N 14SSOCL4 TIONS Expensive Good Pack Strong Taste Amercian Brand Strong/Satisfying Taste Attractive Pack Yellow Filter Quality Red R,4 TIONAL Box ASSETS -.Oe~ UfiUo+,osz

Korea YAMS arlboro © ed: Product Performance • Key appeals Marlboro Red..... *Good strong/satisfying cigarette taste (gen) *overail product quality (gen) *Attractive packaging (gen) *International brand heritage (some) but not a major motivating factor as in China ~1 CooUtrendy/fashionable brand with independent image associations esp. among new generation "f'eopte like to do more of what they are told not to. That is positive for the people who smoke this brand. ....ii's preferred by the new generation because the image is rebellious. They feet suppressed by many things. They have to be aware of how their parents feel and they want to be freer at least when they smoke outside. So they like to enjoy more freedom through the hranaf" [G1dry smoker] fi£UMOSZ

Marlboro Red User Image Korea YAMS Male 18-40 (more 20-30) Predominantly SinglelStudents Middle Class (non)/upper-middle (MR smokers) Valueslenj oys freedom Open-minded/Straight forward Canfident/Cornpo sed/Cool Casual Outlook/Relaxed/At Ease Hard-working/Tolerates Hardship BUT too comfrontational? sE+,EMOsZ

MR Purchasing Motivations Korea YAMS Status Brand Distinctive (Filter/Pack) Strong/Rich/UniqueTaste Tough/Strong/Macho Image Movie Star Images Established Brand/Has Tradition US/Cowboy Factor = Independence qEhMhQ5Z

Marlboro Red Value Positioning Korea YAMS MaturitylWisdocn Patriotism Respect Se Korean Identi S Male Leadership/Power hlale Provider Marriage/wifelchildren Seeks Stability/Security Non-Confrontational Uncertainty Avoidance Status Quo Orientation Filial Piety Family Commitment Personal Relationships Friends Import.ant Benevolence Self-Respect Reliability/Honesty nal Ability Skill Development GoaUCareer Oriented Success OTiented F"mancsal Security Mobility/Freedom Self Determining Self Responsibility Self Identity Comfort/Enjoyroent Physical Fitness Physical Health L£hMi,QSz

Marlboro Value Summary Korea YAMS VALUES 0 Leadership .~a ~ Nationalism 0 Masculinity Collectivist 0 Relationship Values 0 Person.al. Qualities 0 Lifestyle @ Independence 0 Relative Prosperity 0 Relative Achievement ~EhEEafinsz ~RANDFACTORS Successful Status Brand n/a Cowboy Factor/User Image n1a n/a Reliablefflardwnrking Self-Reliant Social Recognition

Marlboro Red Value Positioning I Korea YAMS • it should be noted that while Marlboro is regarded as an individualistic brand, this value is not particularly salient among the YAMS (yet) despite interests in building an identity of their own (a question of attribute/value strength) * however there is clear evidence that the brand is becoming more popular because of its strong personality image especially among the YAMS 6EUMasZ