Product Design
Project TF Target Smoker Profile
Abstract
Describes Project TF which targets 18-34 year old female smokers with: reduced sidestream smoke [SS], favorable taste and a pleasant aroma. States R.J. Reynolds [RJR] lacks market share in 18-34 year old female smoker category, indicates women are "an increasingly important source of business", and lists the demographics, attitudes, and lifestyles of this smoker segment. Profiles brand usage, and says Project TF will "attract competitive smokers while minimizing cannibalization of RJR's established brands."
Fields
- Hypothesis
- Design changes over timeChanges in cigarette design over the past half century.
- Inhalation Profile
Are cigarettes designed to cater to individual inhalation profiles?- Introduction of new/unconventional products
Research and development of novel nicotine delivery devices and experimental tobacco designs.- Low-yield cigarettes
Modification of low yield products to assure that adequate levels of nicotine delivery are maintained, and effects of yield changes on toxicity and dependence.- Mainstream constituent yields
Modification of selected mainstream smoke constituents in response to health concerns.- Product design targets (women/minorities)
Design changes targeting specific demographic segments such as women or minorities (slims/menthols/etc).- Sidestream constituent yields
Modification of selected sidestream smoke constituents in response to health concerns.- Smoke constituent testing
Development of methods for measurement of gas and particulate yields in mainstream and sidestream smoke.- Use of additives
Modification of tobacco products through use of additives and measuring effects on dependence, behavior, and toxicity.- Use of filters, paper, and ventilation
Modification of tobacco products through use of filters, paper, and ventilation, and measuring effects on dependence, behavior, and toxicity.- Use of tobacco processing/ blends
Modification of tobacco products through changes in tobacco processing and use of blends, and measuring effects on dependence, behavior, and toxicity.- Women Targeting
Cigarettes designed to target women- Sensory targeting
Targeting of smokers through changes in sensory characteristics - Inhalation Profile
- Keyword
- Aftertaste (Attribute measure)
- Brand differences
- Brand history
- Brand switching
- Central nervous system (CNS)
- Consumer acceptability (Consumer preference)
- Daily intake
- Delivery modification
- Flavor/ Taste (Attribute measure)
- Intake (Smoker yield)
- Irritation (Attribute measure)
- Market (B&W marketing term)
- Menthol delivery (Smoke menthol, menthol yield)
- Mildness (Attribute measure)
- Satisfaction
- Secondhand Smoke (Sidestream smoke, SS)
- Sensory response
- Smoothness/Harshness (Attribute measure)
- Tobacco taste (Attribute measure)
- Younger adult smokers
- Brand differences
- Additive
- Menthol (dl- Menthol or l-Menthol)
- Smoke Constituent
- Menthol
- Operation/Project
- Project TF (Tomorrow's female)Today's Female
- Named Organization
- Better Homes & Gardens 1
- Brown & Williamson Tobacco Corporation (B&W)
Subsidiary of BAT U.S., located in Louisville, KY.- Bud Light 2
- Budweiser 3
- Cosmopolitan (Woman's Magazine)
- Family Circle 4
- Glamour 5
- Good Housekeeping 6
- Ladies Home Journal
- Lorillard Tobacco Co. (American cigarette manufacturer)
American cigarette manufacturer; makes Kent, MaxSatin, Newport, Old Gold, Style, and True cigarettes.- McCalls 7
- Michelob 8
- Miller Lite 9
- People Magazine
- Philip Morris Companies Inc. (Parent company of Philip Morris USA, Kraft, Miller)
America's seventh-largest industrial enterprise in 1993, owns Kraft, Miller Brewing, General Foods, and more.- R.J. Reynolds Tobacco Co. (Cigarette manufacturer (Camel, Winston, Doral))
Cigarette manufacturer (Camel, Winston, Doral)- Reader's Digest
- TV Guide 10
- Women's Day 11
- Brown & Williamson Tobacco Corporation (B&W)
- Subject
- Blends (Design)
- Formulas (Design)
- Irritation (Effects)
- Menthol (Additives)
- Sensory Effects—Taste (Effects)
- Smoke Delivery/Transport (Measures)
- Smoothness/Harshness (Effects)
- Target/Women (Target Groups)
- Target/Young Adults (Target Groups)
- Tobacco Type (Design)
- Formulas (Design)
- Brand
- Benson & Hedges (PM)
- Kool (BW (1933-2003)/RJR (2003-present))
First Menthol cigarette line, released in 1933. Premium priced brand.- Marlboro (PM)
- Merit (PM)
- Newport (Lorillard)
- Salem (RJR)
- Vantage (RJR)
- Virginia Slims (PM)
- Winston (RJR)
- Kool (BW (1933-2003)/RJR (2003-present))
Annotations
- 1. Better Homes & Gardens Named Organization
- Description:
Magazine
- Description:
- 2. Bud Light Named Organization
- Description:
Beer.
- Description:
- 3. Budweiser Named Organization
- Description:
Beer.
- Description:
- 4. Family Circle Named Organization
- Description:
Magazine
- Description:
- 5. Glamour Named Organization
- Description:
Magazine
- Description:
- 6. Good Housekeeping Named Organization
- Description:
Magazine
- Description:
- 7. McCalls Named Organization
- Description:
Magazine
- Description:
- 8. Michelob Named Organization
- Description:
Beer.
- Description:
- 9. Miller Lite Named Organization
- Description:
Beer.
- Description:
- 10. TV Guide Named Organization
- Description:
Magazine
- Description:
- 11. Women's Day Named Organization
- Description:
Magazine
- Description:
Document Images
PRODUCT WANTS (CONT• )
C• PRODUCT PERCEPTIONS OF THEIR USUAL BRAND
NEARLY A THIRD OF TF'S TARGET CURRENTLY SMOKE MARLRQRO• MARLBORO SMOKERS WITHIN
TARGET RATE MARLBORO DEFICIENT IN TERMS OF FRESH AFTERTASTE AND IMAGERY BENEFITS•
r
MARLBORO SMOKERS IN TF
TARGET RATING MARLBORO
IMPORTANT IMPORTANT
IMPORTANT FULFILLED UNFULFILLED
SMQQTH SMOKING
MILD SMOKING
8 7 80 7
65 51 14
VERY REFRE$HItVG 69 61 8
LEAVES A FRESH TASTE IN MOUTH 60 26 '14
FEMININE 84 59 45
SENSITIVE 96 57 29
,Z6;4 ZbSJS _ _ _'
PRODl1CT WANTS (Co
e
C• PRODUCT PERCEPTIONS OF THEIR USUAL BRAND
THE VIRGINIA SLIMS SMOKERS WITHIN TF'S TARGET RATE THEIR BRAND DEFICIENT IN TERMS OF
FRESH AFTERTASTE, RUT BETTER IN FULFILLING IMAGERY WANTS-
VIRGINIA SLIMS SMOKERS IN TF
TARGET RATING VIRGINIA SLIMS
IMPORTANT IMPORTANT
IMPORTANT FULFILLED UNFULFILLED
SMOOTH SMOKING
MILD SMOKING
84 83 1
82 80 2
VERY REFRESHING 84 83 1
LEAVES A FRESH TASTE IN MOUTH 81 60 21
FEMtNIkE 92 78 4
SENSITIVE 91 75 16
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_ s~
BRAND IMAGE WANTS
THE TF TARGET'S "IDEAL" CIGARETTE IS:
,
• THE HIGHEST QUALITY AVAILABLE. FROM THE TARGET'S PERSPECTIVE, "HIGH QUALITY" MEANS A
SMOOTH, MILD CIGARETTE WITH A FRESH AFTERTASTE, AND A PLEASANT SMOKE AROMA•
• FOR PRACTICAL PEOPLE WHO MAKE THEIR OWN INFORMED DECISIONS ABOUT THE CIGARETTE THAT IS
RIGHT FOR THEM•
•NOT OBVIOUSLY POSITIONED TO APPEAL TO YOUNGER ADULT SMOKERS•
• N+QT FOR PEOPLE INTERESTED IN STYLE/PRESTIGE NOR FOR PEOPLE WHO NEED TO SAVE MONEY ON
CIGARETTES•
TF TARGET
VERY/SOMEWHAT IMPORTANT
(FOUR POINT IMPORTANCE SCALE)
HIGHEST QUAL ITY
INTELLIGENT, SENSIBLE CHOICE
FOR PEOPLE WHO ARE THEIR OWN PERSON
ACCEPTABLE AMONG MY FRIENDS
SMOKEn •RY YOUNGER ADULTS
HIGH CLASS/PRESTIGE
MQDERN/STYLISH/SOPHISTICATED
MODERN AND UP-TO-DATE
DIFFERENT/MORE ItNIQIlE
FOR SOMEONE WHO HAS TO ECO!VOMI ZE
ONE OF THE LEAST EXPENSIVE
63%
41%
38%
12%
10%
14%
16%
26%
19%
34%
24%
4'
'1594' E6505
PERS(1NAL QUALITY WANTS
TF'S TARGET WOULD LIKE OTHERS TO SEE THEM AS DEPENDABLE PEOPLE WITH THE CONFIDENCE AND
~
WILLINGNESS TO MAKE THEIR OWN CHOICES, REGARDLESS OF WHAT IS POPULAR OR TRENDY. TARGET
SMOKERS WANT TO BE VIEWED AS DOWN-TO-EARTH PEOPLE WHO GET THE FACTS BEFORE MAKING A
DECISION; THEY ARE DELIBERATE RATHER THAN IMPEJLSIVE-
TF TARGET
WANT OTHERS To SEE ME AS••-
(FQUR POINT IMPORTANCE $CALE)
DEPENDABLE
SELF-CQNF I I?ENT
INDEPENDENT
DECISIVE
PRACTICAL
SENSIBLE
WELL-INFDRMED
THINK THINGS THROUGH BEFORE TAKING ACTION
DOES THINGS ON SPUR OF THE MOMENT
LIKES TO TAKE RISKS
96%
90 %
89%
72%
79%
91%
78%
81%
34%
30%
S699 E650S
,
PERSONAL QUALITY WANTS (Co
THE TF TARGET WANTS TO BE SEEN BY OTHERS AS A WARM AND CARING, LIKEABLE, AND FEMININE
MtQMAN MORE THAN AS AHARI?-CHARGING CAREER WOMAN FIGHTING HER WAY UP THE CORPORATE LABDER•
TF TARGET
WANT OTHERS To SEE ME AS•••
(FOUR POINT IMPORTANCE SCALE)
WARM AND CARING
SOCIABLE AND LIKEABLE
SENSITIVE
LOT OF PERSONALITY
FEMININE
EXCITING
ROMANTIC
TODAY'S WOMAN
SOMEONE WHO CAN BE TOUGH
AGGRESSIVE
969,9 ÂŁ6S'~S
97%
91%
89%
87%
82%
76%
79%
54%
58%
48%
I
PERSONAL QUALITY WANTS (CON
THE TF TARGET WANTS OTHERS TO SEE THEM AS SUCCESSFUL• HOWEVER, THE TARGET DOES NOT EQ
SUCCESS WITH THE OSTENTATIOUS DISPLAY OF WEALTH; THEY DO NOT WANT TO BE PERCEIVED AS
UPSCALE AND ELITE•
ZF RGET
WANT OTHERS TO SEE ME AS•••
(FOUR POINT IMPORTANCE SCALE)
SUCCESSFUL
71%
STYL I SH 54%
SOPHISTICATED 45%
SOMEONE WHO STANDS OUT IN THE CROWD 411
HIGH CLASS 27%
SOMEONE WHO BUYS THE BEST REGARDLESS OF PRICE 13%
ATE
~599 ~SSvS 4.
-
GENERAL ATTITUDES
THE TF TARGET DOES NOT ASPIRE TO BE SOMEONE ELSE• WHILE TARGET SMOKERS ARE CAREFUL ABOUT
THEIR APPEARANCE, THEY ARE NOT STATUS SEEKERS CONCERNED ABOUT KEEPING UP WITH THE LATEST
TRENDS-
TF TARGET
STRONGLY/MOSTLY AGREE
(SIX POINT AGREEMENT SCALE)
I WISH PEOPLE WOULD ACCEPT ME FOR WHAT I AM
I HAVE HEROS THAT I MODEL MY LIFE AFTER
AtCE MEASURES TO
AKE MYSELF ATTRACTIVE
67%
65 %
AM CAREFUL ABOUT HOW I DRESS
IT'S MORE IMPOItTANT TO RE FAMOUS, POWERFUL, OR
WEALTHY THAN TO UNDERSTAND MYSELF
18%
IT'S VERY IMPQRTANT TO ME TO RE NOTICED BY OTHERS 17%
FRIENDS THINK OF ME AS A LEADER WHEN IT COMES TO TRYING 19%
NEW FADS OR TRENDS
5694 i6Sa5
GENERAL ATTITUDES (GoNT-
TF TARGET SMOKERS THINK OF THEMSELVES AS CONVENTIONAL PEOPLE WITH A PRACTICAL APPROACH TO
L I FE • FQR EXAMPLE, TARGET SMOKERS DO MOT I MPULS I VELY BUY TH I NGS WITHOUT REGARD TO PR I CE
•
RATHER, THESE SMOKERS ARE SMART SHOPPERS WHO WANT TO GET THE MOST VALUE FOR THEIR MONEY,
EVEN I F THAT OCCAS I 4NALLY MEANS PAY ING MORE TO GET A FI I GHER QUAL I TY PRQDE.-CT •
IF TARGET
STRONGLY/MOSTLY AGREE
(SIX POINT AGREEMENT SCALE)
I'M A PRETTY PRACTICAL, nQWN-TO-EARTH PERSON
MOST PEOPLE WOULD CONSIDER ME A LITTLE "OFFBEAT" OR
UNCONVENTIONAL
I LIKE TO BE OUTRAGEOUS
I FREQUENTLY BUY ITEMS SIMPLY RECAUSE I'D LIKE TO HAVE
THEM, NOT BECAUSE I NEED TNEM
MOST OF THE TIMEi I PAY CLOSE ATTENTION TO THE PRICES OF
PRODUCTS IN ORDER TO GET THEM AT THE LOWEST COST
~ ALWAYS SE4C1P FOR THE "REST" REGARDLESS OF PRICE
`T MIND PAYING EXTRA FOR RETTER QUALITY MERCHANDISE
77%
21%
18%
23%
65%
17%
66%
6699 i65~'S
GENERAL ATTITUDES (CoNT• )
TARGET SMOKERS HAVE THEIR OWN OPINIONS AND MAKE THEIR OWN DECISIONS; THEY DQ NOT DEPEND ON
FRIENDS OR SPOUSES TO TELL THEM WHAT TO THINK OR Dfl•
TF TARGET
STRONGLY/MOSTLY AGREE
(SIX POINT AGREEMENT SCALE)
WHAT MY FRIENDS THINK HAD A GREAT DEAL OF INFLUENCE 10%
ON THE THINGS I DO
MY MOST IMPORTANT CONCERN TODAY IS IN BEING ACCEPTED
BY MY CIRCLE OF FRIENDS
PEOPLE SHOULD GO ALONG WITH THE CROWD
7%
2%
I TRY TO SEE WHAT OTHERS THINK BEFORE I TAKE A STAND 15%
EoUALITY IN MARRIAGE IS A GOOD THING, BUY BY AND LARGE 21%
THE HUSBAND OUGHT TO HAVE THE RESPONSIBILITY FOR
MAJOR DECISIQNS•
CD1? i65;;5
6
GENEnAE ATTITtIDE_S_ tCONT.
FOR THE TARGET, NOW IS THE REST TIME TO BE ALIVE. THEY ARE OPTIMISTIC PEOPLE WHO FEEL
THESE ARE THE "GOOD OLD DAYS" AND RELIEVE THAT THE FUTURE WILL RE EVEN BETTER•
F
WOULD PICK A TIME TO LIVE MY LIFE. I WOULD.•• TF TARGET
LIVE IN THE PAST
LIVE IN THE PRESENT
LIVE IN THE FUTURE
20%
51%
29%
STRONG Y/1"OSTLY AGRE_E TF TARGET
(SIX POINT AGREEMENT SCALE)
I FEEL VERY GOOD ABOUT HOW MY LIFE'S GOING THESE DAYS
I'M PRETTY SATISFIED WITH MY LIFE THESE DAYS
I FEEL THAT I'VE MADE MANY ACCOMPLISHMENTS
I FEEL THAT I'M CONSTANTLY UNDER STRESS
I FEEL THAT I CONSTANTLY HAVE TO RE CONCERNED ABOUT MONEY
I REALLY FEEL THAT MY DREAMS CAN COME TRUE
MY GREATEST ACHIEVEMENTS ARE AHEAD OF ME
NOW IS THE TIME TO BUILD FOR THE FUTURE
THERE'S STILL PLENTY OF TIME TO DO MOST OF THE THINGS I WANT TO DO
IT'S TOO LATE TO MAKE ANY MAJOR CHANGES IN MY LIFE
I'VE TRIED, BUT NOW I REALIZE I PROBABLY WON'T ACHIEVE ALL
WANTED TO ACCOMPLISH IN LIFE
LIFE WAS BETTER IN THE "GOOD OLD DAYS"
V
56%
52%
53%
25 %
34%
59%
68%
77%
77%
5%
19%
18%
- ~.
., ..
LCL4 ~65~5
