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Women's Collection from Marketing to Counter-Marketing

HISPANIC ADULT SMOKER OVERVIEW

Date: 1995 (est.)
Length: 28 pages
2060122737-2060122764
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Abstract

Presents overview of Hispanic adult smoker characteristics and trends using data from the National Hispanic Telephone Study and other smaller research projects. Presents issues and opportunities to gain/protect market share among Hispanics.

Fields

Type
Chart/Graph/Table
Presentation Materials
Report
Company
Philip Morris
Gender
Gender mentioned, differentiation possible
Named Person
Yankelovich
Named Organization
Calle Ocho
IRI
Brand
Basic
Benson & Hedges
Camel
Doral
GPC
Kool
Marlboro
Newport
Salem
Virginia Slims
Winston
Thesaurus Term
Hispanic Americans
Market Share
Marketing Research
Keyword
Indy Car Racing
Marlboro Music Stage
Miami Grand Prix

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Page 1: mwr76e00
2060122737
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HISPANIC SMOKER OVERVIEW - SMOKER ANALY IS conducted by Philip Morris Research in Aori 1-May 1994. m ker anal information provided from National Hisuanic Telmhone Methodolog~ • 1,000 telephone interviews conducted among self-identified Hispanic smokers across the United States • Telephone numbers were pulled from a dual-frame sample ~/ Random Digit Dial sample generated with Hispanic population density of 30% or greater ~ Listed surname sample with Hispanic population density below 30% • All interviews conducted in Spanish or English depending on respondent's preference v/ 59% of Households Spanish Dominant r/ 19% of Households English Dominant • Total Smokers information taken from Continuous Tracking Study 1
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HISPANIC SMOKER OVERVIEW - SMOKER ANALYSIS Smoking behavior among Adult Hispanic Smokers is different than those among Total Adult Smokers. • Smoking incidence is lower among Hispanic Adult Smokers v/ However, as Hispanic population increased (4.2MM from 1991 to 1994), number of smokers remained about the same Incidence 1991 1994 Total Adult Hispanic Smokers 17.2% (3.7MM) 14.0% (3.6MM) Total Adult Smokers 27.7% (68.9MM) 28.3% (73.4MM) • Smoking incidence for Hispanics is highest among males 18-24 Incidence 18-24 25-34 35-49 50+ Males 19% 15% 17% 16% Females 8% 11 % 13% 11 % 6EMT090Z 2
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HISPANI SMOKER OVERVIEW - SMOKER ANALYSIS • Hispanic smoking consumption is also lower vs. Total Smokers r Slight decrease from 1991 to 1994 Consumption 1991 1994 Total Adult Hispanic Smokers 20.0 sticks 22.8 sticks Total Adult Smokers 13.1 sticks 11.7 sticks • Hispanic male smokers 50+ have the highest consumption rate Consumption 18-24 25-34 35-49 50+ Men 9.7 9.4 13.7 15.7 Women 7.7 10.3 12.0 12.6 pfL99T0909 3
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HISPANIC SMOKER OVERVIEW - SMOKER ANALYSIS • Adult Hispanic Smokers are more likely to buy cigarettes by the pack, especially YAS Total Pack Carton Both Hispanic Adult Smokers 68.7% 16.3% 14.1% - Adult Men 71.2% 14.4% 13.4% - Adult Women 64.7% 19.4% 15.2% - YAS 18-24 79.2% 5.5% 13.1 % - Adults 25-34 72.9% 10.8% 15.3% - Adults 35+ 62.6% 23.2% 13.8% TVLZZT0909 4
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HISPANIC SMOKER OVERVIEW - SMOKER ANALYSI~ • Hispanic Adult Smokers are more likely to purchase cigarettes in Supermarkets than Total Adult Smokers r c Convenience Supermarkets Gas Stations Total Hispanic Smokers 25.2% 22.9% 22.5% 18.4% - Total Hispanic Men 23.0% 24.4% 22.0% 20.1 % - Total Hispanic Women 28.8% 20.4% 23.3% 15.7% Total Smokers 27.4% 21.9% 5.9% 12.8% ZV499t0909 5
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HISPANIC SMOKER OVERVIEW - SMOKER ANALYSIS • Out-of-stock of regular brand is primary reason for alternate cigarette purchasing among Adult Hispanic Smokers vs. price for Total Adult Smokers r' Low incidence of out-switching for cheaper/on-sale brands may be attributed to higher loyalty His anics Total Smokers Out of Stock 20.1 25.4 Price (on sale/cheaper) 12.9 36.3 To Try it 8.6 6.2 Wanted a Change 7.9 7.8 Friends/Family 5.8 -- • Camel and Doral are the alternate brands purchased most f requently by Hispanics; particularly males 18-24 EfLZZZ 0y0g 6
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HISPANIC SMOKER OVERVIEW - SMOKER ANALYSIS Marlboro continues to be the leading brand among Adult Hispanics Smokers, • Marlboro's smoker share is 56.7% vs. 33.8% for Total Adult Smokers v/ Strongest among YAS 18-24, currently at 81.4% • Winston remains the second largest brand with a 6.9% share • Newport is the third leading brand with a 5.4% share; 6.6% among YAS 18-24 v/ Women driving menthol brands overall • Total Discount category growing, current share 6.7% ~/ Women and smokers 35+ significantly higher than average share ~/ GPC and Doral leading brands in discount arena v/ Basic not a player (0.5% share) => However, growing among Total Adult Smokers with 3.1 % share IfLZ9T0909 7
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HISPANIC SMOKER OVERVIEW - SMOKER ANALY SIS Smoker Share: 10 Top Brands Among Total Hispanics (1994 vs. 1991) Brand 1994 1991 Difference (+/-) Marlboro 56.7 49.8 (+6.9) Winston 6.9 10.2 (-3.3) Newport 5.4 4.4 (+1.0) Benson & Hedges 4.6 5.0 (-0.4) Salem 4.5 6.3 (-1.8) Camel 3.0 2.9 (+0.1) Kool 1.9 3.0 (- L 1) Virginia Slims 1.7 1.8 (-0.1) Doral 1.5 1.2 (+0.3 ) GPC 1.5 -- (+1.5) Total Discount 6.7 5.3 (+1.4) 8
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HISPANIC STVTOKER OVERVIEW - SMOKER ANALYSI S Smoker Share: Top 10 Brands Among Total Hispanics (Broken out by Gender/Age GrouA1 Brand Men Women 18-24 25-34 35+ Marlboro 64.7% 43.7% 81.4% 66.8% 42.3% Winston 7.1 6.2 0.5 3.0 11.1 Newport 4.2 7.3 6.6 7.5 3.8 Benson & Hedges 2.6 7.6 2.2 4.1 5.6 Salem 2.8 7.3 1.1 2.4 6.9 Camel 4.0 1.3 2.2 4.7 2.3 Kool 1.5 2.6 * 1.0 3.1 Virginia Slims * 4.4 1.1 1.4 2.1 Doral 0.4 3.1 0.5 1.0 2.1 GPC 1.3 1.8 * 1.0 2.3 Total Discount 5.2 9.2 1.1 4.4 10.0 = Less than 0.1 % 9

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