Tobacco Documents Online

4. A CAUTIONARY NOTE Before proceeding to read further, it is of the utmost importance to bear in mind the qualitative nature of the research. Specifically, the study included approximately 62 respondents and was conducted in one geographic lo- cation. Because of this, all "findings" herein contained are.. hypothetical. They should be utilized to help guide advertising, marketing and follow-up marketing research issues to be considered. These hypotheses, however, should not be looked upon as definitive indicators.. Wherever possible, information considered particularly meaningful to the success of the M2 brand should be veri- fied further using quantitative, projectable testing methodologies. CAbby ~;FFison . ~~~nFifative tResecu~ch. ,9na

TABLE OF CONTENTS Page No: BACKGROUN D AND OBJECTIVES' 1 RESEARCH METHODOLOGY 2 A CAUTION ARY NOTE 4 AN OVERVI A. EW OF KEY HYPOTHESES Current Smoking Behavior, Attitudes and Perceptions 5 B. Primary M2 Introductory Advertising -- Reactions, Perceptions, Associations 6 C. D. Alternative M2 Introductory (i.e., Close-Up) Advertising -- Reactions, Perceptions and Associations M2 Versus Potential Competitive Brands -- Perceptions, Attitudes and Associations 1 E. "Fantasies" Relating to the M2 User's Lifestyle, Appearance, Priorities 12 F. M2 Packaging -- Attitudes, Perceptions and Reactions 19 IMPLICATIONS AND INDICATED ACTIONS 21 APPENDIX Select Sustaining Advertising Visuals Screening Questionnaire (-Abby 80tson . QuoQtfotive 'Pcseaeck 9ne.

BACKGROUND AND OBJECTIVES RJR Tobacco will shortly be introducing a new brand of 100mm menthol light cigarettes -- designated as M2 in this analysis. The brand is being targeted specifically at "younger" female smokers -- i.e., the primary target being in the 18-24 year old age range, possibly extending to include female smokers in their thirties as well. Introductory advertising for M2 has essentially been final- ized to the extent that a decision has been made to focus on particular personalities (i.e., facial close-ups of models) utilized in tandem with the headline "One Beautiful Menthol." The question being raised by the Brand Group at this point in time relates to the advertising approach which would be most viable for M2 sustaining advertising. That is, once the brand is introduced, what must the sustaining adver- tising communicate in order to both reinforce the original "message" and be compatible -- at least to some degree -- with the overall M2 parent brand (i.e., Salem) at the same time. In order to explore possible alternative approaches for M2 sustaining advertising, the Agency (William Esty) put together a series of somewhat diverse materials. The purpose of so doing was to expose these materials to female smokers in the MZ target audience in order to gain some understanding of how the various alternatives would impact on their attitudes toward and perceptions of M2. To elicit the sought-after insights, a decision was made to implement a diagnostic consumer research ex- ploratory. ,Abby 0 eison . QUnQifAfidf. (PCSC(LhCIL ,9nc.

3. Reactions to M2 packaging -- to explore extent to which it goes along with/supports the imagery associated with the brand and the brand user created by both introductory and sustaining ads. All respondents' verbatim comments were audiotaped. A one-way observation mirror was utilized in order that Bran d, MRD and Agency personnel could both monitor and impact on the focused groups as the research was being conducted. LAby Okon . QuAtattve cpescatch. 9nc.

CONFIDENTIAL THIS REPORT IS NUMBER OF COPIES. IT HAS BEEN ISSUED TO: QUALITATIVE ANALYSIS CONSUMER REACTIONS, ATTITUDES AND PERCEPTIONS GENERATED BY EXPOSURE TO VARIOUS M2 SUSTAINING ADVERTISING APPROACHES Prepared for: Prepared by: R. J. REYNOLDS ABBY ELLISON QUALITATIVE TOBACCO COMPANY RESEARCH, INC. EQR #81-M-870 April, 1981 ,lbby PjCison . QuatiEattrc TcseaA9nc. ~ 0 w Ln N aN w 0 ~

AN OVERVIEW OF KEY HYPOTHESES A. Current Smoking Behavior, Attitudes and Perceptions Virtually all the women talked of their current behavior and attitudes in fairly positive terms. They claimed to "enjoy" smoking because: It relaxes ne. . It's sorrething to do when I'm talking to people. Among their "circles of friends," smoking seemed to be "quite popular" -- i.e., . All my friends smoke ... We enjoy it ... We snbke most when we're out having a good tirre .. Dancing and drinking is when we sm?ke the most. In that all were menthol "long"'smokers -- the vast majority of whom were smoking a "light" ' variety of this type of cigarette -- they tended to refer to specific characteristics of such cigarettes in a highly favorable manner. That is: I like a light menthol ... It's a srroother smoke than the stronger brands. I get more out of a long cigarette ... I feel I'm getting more of my nt-)ney' s worth. A long cigarette is milder than the shorter ones. I prefer the way a long cigarette feels. I like a thin cigarette ... It's nicer to hold ... I feel clumsy if I smoke a regular cigarette. 'Abby ec('ison . QNnPttntim (Pescaacb. 9nc.

2. RESEARCH METHODOLOGY The M2 research conducted was qualitative in nature. It consisted of a total of six focused group sessions conducted in the Tampa, Florida area on March 11, 12 and 13, 1981. The respondents who took, part in the research were all females recruited according to the following specifications:* All were current smokers of "longer" menthol cigarettes. The majority in each group had to be currently smoking low tar brands. Two of the groups contained 18-20 year olds; two contained 21-24 year olds; two contained 25-34 year olds. During the course of each of the groups, the following broad areas of inquiry were explored: Brief exploration into past and current smoking behavior and related attitudes Reactions to primary introductory M2 advertising (i.e., "Denise - Green Scarf") -- perceptions, associations and expectations engendered by both visual and copy Reactions to alternative introductory M2 advertising (i.e., "Long Dark Hair" and "Blond Short Hair - Black Sweater"). Perceptual and attitudinal similarities/ differences between M2 versus Virginia Slims Menthol Lights and Benson & Hedges Menthol' Lights Open-ended "fantasizing" regarding the po- tential M2 user -- i.e., anticipated lifestyle; career/job; activities; wardrobe Reactions to sustaining advertising pool-out alternatives -- the extent to which they "fit" open-ended fantasies as previously articulated by respondents * The Screening Questionnaire used for recruitment purposes is appended. L166y f;QCtson . QuAtatioe TESCQ1Ch. ,gnc.

APPENDIX vLbby ~('Cison . n~nQiEntiue ~12eseanc~. 9nc

7. Sort of young, but not very young ... In her twenties, I guess ... A free spirit twenty-five-year-old, I guess. An all-around woiran -- attractive, active,, can do anything she sets her mind to. A woman of the 80's ... She probably has a job she really likes ... She enjoys all different kinds of sports ... I'm sure she has good relationships with rren ... She's sexy but not in an obnoxious way. She looks like the type that gets on great with men and women ... She looks sort of rich but not like a snob ... She probably dresses really stylishly ... She wears all kinds of different things depending on the situation but one thing for sure - she always looks right up to the minute -- the latest look. When probed briefly as to what they expected to see the "Green Scarf" M2 woman looking like/doing if we'd had other pictures to look at of her, responses were as follows: ' I can see her hiking in the rtpuntains ... She looks like she really likes the outdoors. Horseback riding ... Maybe fishing ... Definitely not alone though -- with sorreone. I expect her to be doing something kind of outdoorsy, dressed in very sporty clothing but not sloppily dressed. (Would she wear jeans?) (Aby 8fNon . nuaE~fatiue Teseatd1, 9ne. Un 0 w Ln N 0 W ~ ~

Respondents made particular reference to the "image"/"personality" of an individual as it . was communicated by the brand of cigarette they tended to prefer. It seems extremely worthwhile noting that virtually all the respondents seemed to be placing a good deal of importance on how they were perceived by others based on their brand of cigarette. That .-is : ---- - The majority of these menthol-smoking group par- ticipants were currently purchasing Virginia Slims Lights, Benson & Hedges Lights, Salem Lights. There were •a few smoking the full-flavor versions of these three brands. The only other brands which appeared at the groups included Eve Menthol Lights, Kent Golden Lights, Salem Ultra Lights and Kool full-flavor. Primary_M2 Introductory Advertising -- Reactions, Perce tions and Associations - The "Green Scarf" (i.e., Denise) execution seems to be extremely on target. Without any.specific probing whatever, the focus group •respondents in each of the groups consistently made comments such as: She's cute, feminine but very alive-looking. ,I--- rough or masculine ... I prefer to snroke a long, thin cigarette because i t' s a lot irore feminine.. -`/ I don't want to be considered .~; , v4bby OQtson . nunEtEatire Tesea+ch. 9nc_ I think wo:ren who srroke shorter cigarettes are trying to act kind of tough ... Srroking is sort of masculine to begin with ... At least if you siroke a very feminine cigar- ette -- Virginia Slims - there's no question of where your head is at. I like to be thought of as feminine, womanly ... I think I srroke a long, thin-looking cigarette partly for that reason ... I really like the way it looks -- it's sexy-looking. 6.