Tobacco Documents Online

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