Women's Collection from Marketing to Counter-Marketing
Marketing To Hispanic Smokers Feasibility From A Database Perspective
Abstract
Examines segmentation of the Hispanic market, focusing on gender, age, language spoken, region, cigarette brand, type, and coupon use. Also compares Hispanic and non-Hispanic respondents. Appends data in spreadsheet format.
Fields
- Type
- Chart/Graph/Table
- Report
- Presentation Materials
- Company
- Philip Morris
- Gender
- Gender mentioned, differentiation possible
- Named Organization
- Donnelley Marketing Information Services
- Strategy Research
- US Census Bureau
- Region
- Los Angeles
- New York
- San Antonio
- Albuquerque
- Chicago
- Miami
- San Francisco
- Houston
- Pittsburgh
- San Diego
- Waco/Temple
- St. Louis
- Philadelphia
- Midland
- Peoria
- Fresno
- Brand
- Alpine
- Basic
- Benson & Hedges
- Cambridge
- Camel
- Kool
- Marlboro
- Merit
- Newport
- Parliament
- Salem
- Vantage
- Virginia Slims
- Winston
- Thesaurus Term
- Hispanic Americans
- Marketing Research
- Market Segmentation
- Cigarettes
- Coupons
Document Images
Analysis Includes
Profiles of Hispanic smokers on the Database.
- Compared to Hispanic tracking study.
Profiles of both Hispanic and non-Hispanic smokers on
the Database.
- Responders to direct mail programs.
Mailing/response patterns.
- Yearly.
- By Brand.
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Audience Overview
Three groups are included in this analysis:
English Speaking Hispanic smokers (525M)
- Identified via ethnic source code, surname overlay and
responders to English response devices.
- Unknown whether these smokers speak/read Spanish.
Spanish Speaking Hispanic smokers (31 M)
- Identified via e#hnic source code, surname overlay and
responders to Spanish response devices.
- Unknown whether these smokers speak/read English.
Non-Hispanic smokers (480M)
- Control Group.
- Based on similar age, gender and market distribution as
Hispanic smokers.
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Summary of Findings
Hispanics on the. Database
There are 556M Hispanics on the database.
, , .
- 525M known to be English speaking.
- 31 M known to be Spanish speaking.
They were sourced primarily through Marlboro and
Corporate programs.
- Over two-thirds of Spanish speaking smokers were sourced
through Marlboro programs.
The age of the names (i.e. when sourced) on the file
varies.
- Spanish speaking smokers are more recent, having been
sourced primarily via 1993 programs.
- English speaking Hispanics are much older.
» Over 40% were sourced in '90/prior while one-quarter were
sourced in 1993 programs.
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Summary of Findings
(English Speaking Hispanic Smokers)
Overall, English Speaking Hispanic smokers on the
database are:
- Slightly more male than female.
- Between 25-54 years of age.
- Live in regions 1,3 and 5.
- Concentrated in 8 trade areas.
» 35% in Los Angeles and New York.
- Reside in A & B counties.
- Tend to live in lifestyle clusters in which other Hispanics reside
or in which there is an ethnic mix (45%).
» One third live in more upscale clusters.
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Summary of Findings
(English Speaking Hispanic Smokers)
English Spekihg Hispanics on the Database smoke:
.
- Marlboro'":''
- Non-Menthol,
- Full Flavor and, Lights
-'Pack- only and both carton/pack
In addition, they are: - Non coupon users.
- Loyal_ to their regular brand.
These findings are consistent with the Hispanic
Tracking Study (1992).
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Summary of Findings
(Spanish Speaking Hispanic Smokers)
Overall,I Spanish Speaking Hispanic smokers on the
Otabase are:
- Significantly more male.
- Between 21-44 years old.
- Reside in regions 3 and 5.
- Concentrated ip 6 trade areas.
- Live in A & B counties.,
°- Tend to live in lifestyle clusters in which other Hispanics reside
or in which there is an ethnic mix (59%).
» 20% live in more upscale clusters.
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Summary of Findings
(Spanish Speaking Hispanic Smokers
Spanish Speaking Hispanics on the database smoke:
- Marlboro
- Non-menthol
- Full flavor
- Packs
In addition, they are:
- Non-coupon users
- Loyal to their regular brand.
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Summary of Findings
(Direct Mai/ Responders)
Profiles of Hispanic Direct Mail Responders are
virtually identical to the database overall.
- English speaking Hispanics are marginally more female.
Spanish speaking Hispanic Direct Mail responders
tend to be slightly less affluent than the English
speaking group and are more prone to live in clusters
either with other Hispanics or an ethnic mix.
Profiles of indiuriduals who've responded to Brand
pro rg ams are very similar to overall direct mail
responder profiles.
- No significant findings arose which would guide Brand
programs.
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Summary of Findings
(Direct Mail Responders)
Wtten, comparing profiles of Direct Mail Hispanic
respondersIto, Non-Hispanics on the database we find
that:
^
- English speaking Hispanics and Non-Hispanics have similar
profiles.
~ Non-Hispanics are slightly more affluent.
» Over half live in more upscale lifestyle clusters vs. one-third
of English speaking Hispanics and one-fourth of Spanish
speaking Hispanics.
> Live primarily in A counties (Hispanics live in both A & B
counties).
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Summary of Findings
(Mailings/Response)
Hispanic smokers have been included in the majority
of PM mailings.
- Marlboro mailed most frequently to this group.
On an overall basis, Hispanics tend to respond at high
rates, particularly among the Spanish speaking group.
Smoker Groups Overall Response Rate*
Hispanic/English 35.4%
Hispanic/Spanish 66.8%
Non-Hispanics 39.2%
*To all PM programs.
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