Women's Collection from Marketing to Counter-Marketing
Weekly Accomplishments.
Fields
- Type
- LETTER
- Author
- Business Information Dept
- Bellis, J.V.
- Recipient
- Weber, J.D.
- Named Person
- Rjr
- Brand
- Camel Non Filter 70
- Camel
- Marlboro
- Salem
- Salem Menthol Box 80
- Salem Menthol Box 85
Document Images
January 2, 1990
TO: MR. J. D. WEBER
FROM: J. V. BELLIS
RE: WEEKLY ACCOMPLISHMENTS
Hispanic Lead Market Performance
In support of continuing sales improvement for total RJR and CAMEL
in all four lead markets, consumer tracking results through 9/89
show a significantly improved share trend for CAMEL Ex Regular
styles among target Hispanic smokers in all lead markets except
Houston. As in other lead markets, the Hispanic program has
significantly increased target usage of CAMEL in Houston, however
target adoption of CAMEL has been slower in this market due to
continued Marlboro growth -- Houston is the only lead market where
Marlboro is still showing both sales growth and share growth among
18-24 Hispanic smokers.
CAMEL Ex Regular Share Among 18-24 Hispanic Smokers
Pre 1/89- 4/89-
1988 6 89 9f 89
Los Angeles 2.0 2.9 4.7
San Antonio 0.9 1.9 2.7
Houston 1.0 1.1 .9
Miami 0.4 1.0 2.0
SB Black Advertising
Focus groups conducted among target YA Black smokers in December
suggested that the introductory advertising will be effective in
conveying the idea of a "new, stronger tasting SALEM," with the
cork-tip product visual being the strongest cue to this idea. Of
the alternative copy exposed, The Box headline in concert with A
New Richer Salem subhead best reinforced desired communication.
Other-subheads were not felt to be specific enough in creating a
taste expectation, while other headlines (The Box RulesfRocksl
suggested that it was the box, more so than the taste, that made
this style new and deserving of trial.
J. V. Bellis
BUSINESS INFORMATION DEPARTMENT
JVB/bmt
