Women's Collection from Marketing to Counter-Marketing
Camel Regular Growth in Hispanic Markets.
Fields
- Type
- LETTER
- Author
- Bellis, J.V.
- Business Information Dept
- Recipient
- Weber, J.D.
- Copied
- Lindquist, W.S.
- Smith, L.B.
- Kennedy, J.C.
- Brand
- Camel Non Filter 70
- Camel
Document Images
January 12, 1990
TO: MR. J. D. WEBER
FROM: J. V. BELLIS
RE: CAMEL REGULAR GROWTH IN HISPANIC MARKETS
CAMEL Regular share among 18-24 Hispanic smokers has shown improvement since 1988 in
Houston and San Antonio (+1.2 and +.3 respectively). This share improvement is
supported in sales tracking as CAMEL Regular share of sales volume is up
.13 - .42 in each lead market on a cume pre vs. cume post basis -- its sales volume in
Houston is up .13 and in San Antonio .27. The biggest increases in CAMEL Regular sales
volume occurred during the first two to three months of the program and the trend has
stabilized or declined since then.
As information, CAMEL Regular share among 25+ Hispanics is holding steady in all lead
markets, which is a positive finding given expectations for declining share trend due
to aging.
Hypotheses for why CAMEL Regular share is improving among target smokers include:
Recent increases in the rate of immigration from Mexico to Texas coupled with the
brand preferences of these recent arrivals -- Mexican cigarettes are
stronger/harsher than U.S. cigarettes and non-filters have about a 30% share in
Mexico. Due to increased immigration, Houston is expected to become the 3rd
largest Hispanic city in U.S. this year (from 4th place). (Also, remember that
the median age of Hispanics in the U.S. is 25 with immigrants/illegals skewing
even younger.)
"Halo" effect of Hispanic program on the entire CAMEL line -- more CAMEL Family
market presence and consumer interest.
Retailers giving premium items to those purchasing any CAMEL style. Some
retailer "cheating" on CAMEL Ex Regular promotion offers is likely occurring (the
extent of this is not known).
Attached are sales trends for CAMEL Regular in each lead market. Note that on these
graphs the pre period is time period #1 but reflects average share over 3 pre DTS
months.
Lgt me know if you have further questions.
: V. Bellis
BUSINESS INFORMATION DEPARTMENT
JVB/bmt
cc: Mr. W. S. Lindquist
Mr. L. B. Smith
Mr. J. C. Kennedy
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