Tobacco Documents Online

m m m m m m n mm m m m n m m n mm mmm m u • Generic: • LOW awareness • Due to lack of advertising and promotion • Brands recalled: Raleighs, Fiesta and Alas Carlton lower price • Initial perception; • Tobacco less refined • Lesser quality • B/W generics are inferior to brand generics and government supplied • Design - unattractive, cheap • With proper delivery can be persuaded to try

m m mm m m m m m m m m m m n m --- m n t II. ATCo Awareness/Usage/Perception • ATCo brands represented • Pall Mall's red pack, Carlton and Lucky Strike nonfilter were represented by men only. Tareyton, Pall Mall Lights and 100% and Malibu were represented by both sexes • There was low awareness of other American Tobacco brands among ATCo users and low awareness of all ATCo brands among nonusers • American, Silva Thins, Montclaire and Misty received no recognition • The responses on ATCo brand imagery were from the users. They seemed satisfied with quality of product and have been loyal to brand through the years

m m m mm m m m mm m mm m m mm m m m m m m III. Packaging • MEN: Hard box • Protects cigarettes from crumbling and getting stale, keeps filters clean • WOMEN: Soft pack • Less bulky, easier to store in purse or pocket • The design of a pack of cigarettes plays an important role (image) with these respondents • Strong, vivid colors such as red indicate nonfilter or full flavor. Soft, pastel colors indicate filters, menthol and light cigarettes. Size of pack/box, short or tall, indicates regular, lO0's or lights

m mm m m m m mm m m m m mm m mm m m m u m.m IV. Media Usage • Newspaper - La Opinion (read on a daily basis or a minimum of 3x/week) • Sections read: front page, int'l news, sports • Magazines - MAS, Vanidades, Selecciones, TV Novelas • Ad recall - Spanish-language • Marlboro, Winston, Salem, Camel, Kent • Newspapers (La Opinion) • Magazines • In-store point-of-purchase • Billboards • Sponsorships

m m m m m m mm m m m m n m m m m m n m • Promotions Recall: • Camel "buy one pack get one free" and free T-shirt ("provides clothes to the family") promotions were elected by respondents as best promotions for Hispanic • Distribution of samples for Parliament, Salem, Kent and Marlboro were mentioned. It was the consensus that this was an excellent way to create awareness, trial and usage • Where? Parks, beaches, streets, bus, fiestas

m mmm m m m m mm m m m m m m m m m mm m m V. Coupon Usage • High among women: soap, pampers, food, etc. • Cigarette coupons seen/used: Kent, Marlboro, Winston • Want to receive cigarette coupons on steady basis and preferably through mail ml

m m m m m m m m m n n mm m m m m m m m VI. Awareness/Usage/Perception of Specific Brands • ATCo Brands • Carlton (red pack): recognized by a few men, cost less than regular brands, were not aware of low tar, masculine image, and smoked only by men • Carlton (green pack): hardly recognized, menthol, smoked by both males and females • Malibu: minimal awareness, color or packaging attractive and feminine, however both would smoke • Pall Mall (red pack): widely recognized, strong flavor, only men would smoke • American: poor packaging, much too serious image, older men may want to smoke m

m m n m.. n m m n n mm m n m m m m m mm mmm • ATCo Brands (cont.) • Tareyton: immediate recognition, neat and crisp packaging, both would smoke • Silva Thins: no awareness, elegant image, primarily women smoke, but can cross over to men • Lucky Strike: immediate recognition by men, strong, full flavor, masculine image, only men would smoke • Misty: no awareness, elicited great responses by women, sexy, sensual, and feminine image, only women would smoke I I

m m m mm n mm m m mmm mmm m m m mm mm m m m • Competitive Brands • Marlboro (red pack, hard box): recognized immediately, full flavor, conveys strong/masculine image, mostly smoked by men • Marlboro (Lights): recognized immediately, soft flavor, unisex image, smoked by males and females • Doral: recognized by men only, packaging too simple, targeted to older men, both would smoke • Capri: have received samples on street, pretty and feminine pack, light, delicate, only women would smoke

m n n m m u m m m n m m m m m m m m m RECOMMENDATIONS • Develop programs to build awareness of ATCo brands in the Hispanic market. • Place advertisement on appropriate Spanish-language media. • Translate point-of-purchase materials into Spanish • Community Involvement -- Festivals, concerts, parades, etc. • Promotions -- give-aways, sampling, etc. • Sports sponsorships • Brands: Pall Mall, Lucky Strike, Carlton, Tareyton, Malibu, American, Silva Thins, Montclaire and Misty