Product Design
1981 Segmentation Study
Abstract
Delineates plans for an RJR segmentation study, which would identify possibilities for a new brand family or a brand family extension. Notes the intention of defining consumer end benefits which drive smoking behavior and identifying current brand images on the market. Discusses compiling a descriptive profile of target smokers involving lifestyle, interests, values, demographics, and perceptions and attitudes towards smoking. Includes timeline for qualitative and quantitative aspects of the study and delineates methodology, structure of the questionnaire, and sample design.
Fields
- Hypothesis
- Behavior TargetingCigarette's effect of enhancing/mitigating specific behaviors
- Measuring human smoking behaviorMeasuring the effects of changes in human smoking behavior on intake of nicotine and smoke constituents.
- Smoking psychology and behavior
- Keyword
- Benefits of Smoking
- Consumer acceptability (Consumer preference)
- Smoker behavior (Human smoking behavior)Puff parameters, daily intake, etc.
- Named Organization
- *R.J. Reynolds Tobacco Company (Cigarette manufacturer (Camel, Winston, Doral brands))Cigarette manufacturer (Camel, Winston, Doral brands)
- Subject
- brand image
- consumer market
- smoking attitude
- Brand
- Benson & Hedges (PM)
- Camel (RJR)
- Carlton (ATC)
- GENERIC BRANDS
- Kool (BW (1933-2003)/RJR (2003-present))First Menthol cigarette line, released in 1933. Premium priced brand.
- Marlboro (PM)
- Merit (PM)
- More
- MULTI BRANDS
- Newport (Lorillard)
- Now (RJR)
- Salem (RJR)
- Vantage (RJR)
- Virginia Slims (PM)
- Winston (RJR)
Document Images
SEGMENTATION
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8/24/81
STUDY OBJECTIVES
I, IDENTIFY MEANINGFUL AND OPERATIVE CONSUMER END
BENEFITS WHICH DRIVE SMOKING BEHAVIOR
II. IDENTIFY CURRENT BRAND IMAGES WHICH EXIST IN THE
MAR KET
-III-, RELATE THE BRAND IMAGES TO THE IDENTIFIED.CONSUMER.
BENEFITS To AID IN DETERMINING A PRODUCT LINE
STRATEGY FOR RJR'S:
- ESTABLISHED BRAND FAMILIES
- NEW SPIN-OFFS
- NEW BRAND FAMILIES
IV, PROVIDE A DESCRIPTIVE PROFILE OF TARGET SMOKERS
UTILIZING:
- DEMOGRAPHICS
- LIFESTYLES
- PSYCHOGRAPHICS
QUESTIONS TO BE ADDRESSED
ESTABLISHED BRAND FAMILIES
. WHAT IS THE CONSUMER BENEFIT BEING OFFERED BY EACH
BRAND FAMI LY?
- SMOKING CONTEXT
- PRODUCT CHARACTERISTICS
= SELF-1MAGE ENHANCEMENT
WHO REPRESENTS PRIMARY COMPETITION FOR EACH BRAND?
How SHOULD RJR BRAND FAMILIES BE DIFFERENTIATED FROM
ITS COMPETITION?
WHAT SHOULD RJR BRANDS' LONG-TERM POSITIONING
PLATFORM BE?
0 WHAT REFINEMENTS CAN BE MADEiNOW AND OVER TIME?
-QUEST_ IONS TO_ BE AD
. .
NEW SPIN-OFF OPPORTUNITIES
DRESSED
. . ..f.k. : _
How MIGHT A BRAND FAMILY SPIN-OFF TO BETTER ADDRESS
DESIRED CONSUMER BENEFITS?y
WHAT WILL BE THE SPIN-OFF'S LONG-TERM EFFECT UPON
THE BRAND FAMILY'S IMAGE?"
QUESTIONS TO BE ADDRESSED
NEW BRAND FAMILIES
WHAT CONSUMER PROBLEMS/BENEFITS ARE NOT CURRENTLY
BEING ADDRESSED?
WHAT POTENTIAL PRODUCT CONFIGURATIONS WOULD BE
CONSISTENT WITH THESE BENEFITS?
WHAT POTENTIAL BRAND IMAGES COULD BE CREATED TO
FULFILL THIS BENEFIT?
CONSUMER DECISION PROCESS
MOKER
WANTS/VALUES
CONSUMER BENEFITS
ATTITUDES
BEHAVIOR
PERCEPTIONS
BRAND IMAGES
SALES-
SMOKER
hfANTS
PERCEPTIONS
ATTITUDES
BEHAVIOR
AREAS OF INVESTIGATION
LIFE VALUES
LIFESTYLES
INTERESTS
DEMOGRAPHICS
PERSONALITY
SMOKI NG WANTS
BRAND WANTS
GENERIC STYLE (CONFIGURATION)
WANTS
BELIEFS ABOUT SMOKING
BRAND IMAGES
GENERIC PERCEPTIONS
POSITIVE/NEGATIVE
,
- How CLOSELY IS IT LINKED TO
ATTITUDES
IT HAS BEEN RECOGNIZED THAT THIS STUDY WILL BE DELVING
INTO AREAS THAT RESPONDENTS ARE TRADITIONALLY RELUCTANT
.. _.~_
TO DISCUSS IN INTERVIEWS (I,E MASCULINITY), AS SUCH,
A SIGNIFICANT AMOUNT OF QUALITATIVE RESEARCH PRECEEDED
AND IS PLANNED AS FOL.LOW-UP TO THIS WORK'TO AID OUR
UNDERSTANDING OF SMOKERS' BRAND SELECTION MOTIVES.
10/80 BRAND FAMILY IN-DEPTH INTERVIEWS
3/81 EXPLORATORY ON._BENEFITS, PERCEPTIONS
_ AND ATTITUDES TOWARD SMOKING
5/81 EXPLORATORY_OF~^POTENTIAL_MEASUREMENT
TOOLS FOR QUANTIFICATION
6/81 QUESTIONNAIRE PRE-TEST
METHODOLOGY
SURVEY DESIGN
~
~
THE 1981 SEGMENTATION STUDY WAS COMPLETED USING A
- - -
COMPUTER ASSISTED TELEPHONE INTERVIEWING SYSTEM.
- --- #~
THE INTERVIEWS WERE APPROXIMATELY 100 MINUTES LONG
AND WERE COMPLETED AMONG A NATIONAL PROBABILITY
SAMPLE OF ADULT SMOKERS.
THE FOLLOWING PROCEDURE WAS UTILIZED IN COMPLETING
THE INTERVIEWS:
- RESPONDENTS SCREENED FOR ELIGIBILITY AND
COOPERATION
- PACKET OF QUESTIONNAIRE MATERIALS SENT T0
EACH RESPONDENT
- RESPONDENT RECONTACTED.AT PREVIOUSLY SET
TIME TO COMPLETE INTERVIEW
METHODOLO _G.Y
QUESTIONNAIRE DESIGN
'w'THE'QUESTIONNAI'RE WAS EXECUTED-USING THE CRT - COMPUTER
., . ~ -; ..: .
PROGRAMMED QUESTIONNAIRE SYSTEM TO FACILITATE INTER-
VIEWER EXECUTION ANDyTO ENSURE BETTER CONTROL OF THE
INTERVIEW,
THE QUESTIONNAIRE CONTENT WAS AS FOLLOWS:
- PURCHASE PATTERNS
--TYPE OF OUTLET AND QUANTITY
- BRAND FAMILIARITY
--AWARENESS AND TRIAL
- BENEFITS OF SMOKING
- BENEFITS OF BRAND FAMILIES
--PRODUCT AND PSYCHOLOGICAL WANTS
- BRAND FAMILY IMAGE
--PRODUCT AND USER IMAGE
- PSYCHOGRAPHICS
--VALS AND YANKELOVICH
- DEMOGRAPHICS
- COMPETITIVE SET
--ASSESSOR CHIP GAME
- LIFESTYLES
--HOBBIES AND ACTIVITIES
- BEHAVIOR
USUAL BRAND
-=USUAL BRAND AND TIME AS
