Lucky Strike Brand positioning statement. States strategies for promotion, distribution, pricing etc. For Lucky Strike in an International market. Intends for product to be viewed as the "most satisfying U.S. International Cigarette," with image as masculine, self-reliant, casual, independent, unconventional. Prime prospect identified as young male adult in urban areas, "blue jeans" culture. Promotes motorcycling image.
Original document code was 503.
- Brown and Williamson Tobacco Corp.
- Marketing Type
- Minor Subject
- Advertising and Marketing -advertising copy
- Advertising and Marketing -international
- Advertising and Marketing -strategy --youth
- Advertising and Marketing -target market --male
- Advertising and Marketing -target market --young adult (18-24 years old)
- Brand -image
- Cigarette -brand image
- Smoker -profile
- Tobacco Industry -marketing policies
- Target Market
- young adult
- Major Subject
- Advertising and Marketing
- Lucky Strike (ATC (until 1996)/ BW (1996-2004)/ RJR (2004 on))
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LUCKY STRIKE -~
BRAND POSITIONING STATEMENT
A. How the prime prospect currentl[ views the product ?
A residual image exists of LUCKY STRIKE Plains as a strong, high quality
American plain cigarette. There is no current product image for LUCKY
B. How the prime prospect currentiyperceives the LUCKY STRIKE smoker ?
I~o current ima~.
C. Bow do we want the prime prospect to view the product ?
As a fu/l flavor, 85rnrn American blend clgarette whose quallty and heritage
make it the best tasting, most satisfying U. S. International cigarette.
D. What Image will LUCKY STRIKE help the prime prospect pro,~eet ?
• Masculine, self-relitnt, mature: !'his own man. "
• Casual, independent, unconventional: "does his own thing. "
• Totally comfortable with people; at One with nature: "takes life on his terms. "
E. Image Management Process
The LucKY STRIKE positioning to the young male adult, full flavor smoker
will tap into the Axnerican "Blue Jeans" culture -- casualness, independence,
adventure, and seif-relia~ce--being more contemporary than Marlboro and
more American than Camel.
LUCKY STRIKE Will be positioned as the uRirnate expression of personal
freedom; idealized by the Contemporary Araeri~n ~lale and his motorcycle.
The Image Management process will present an idealized archetypical
~xpresslon of American Imagery. Contemporary cues are important so
~hat the image can 'Lupdate" Marlboro. American cues are critical to fully
capitalize on the American "Blue Jeans" culture potentlal and be distinctive
from Camel. This also ties in naturally to the product proposition, "An
American Original. "
4r m 4r,
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Key to the Image Management process will be the presentation of the LUCKY
STRIKE man vis-a-vis the geography and people he encounters so that he
personifies personal freedom in mascaline ~erms: "OWn man" who "does his
own thing;" a man who answers only to himself. This is what will make the
image desirable to the needs and aspirations of the target audience.
The Motorcycle plays a critical but never overpowering role in creating a
positive and conternpoparyimage of expression -- not a "get a~vay from" so
much as a "go to" in the sense of adventure in seeing new places and meeting
new people --all on the man's own terms.
F. Prime Prospect
Young adult male fall-flavor smokers residing in urban areas.
-- Having contemporary social attitudes and not bound by convention.
-- An experimenter, risk taker ... especially with new products and
conversant with American products and trends.
-- Seeking a more distinctive, contemporary, masculine image
s~azement than that offered by other full-flavor brands.
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STRATEGIC SUMMARY STATEMENT
Marketing Strateg~y Statement
Achieve a leading position in the U.S. International full-flavor segment of
each flocal) cigarette market. This will be accomplished by marketing
LUCKY STRIKE ta direct competition with the leading U.S. lnternatiorml
full-flavor brand (usually IvL~rlboro), and positioning LUCKY STRIKE as
the American cigarette that is the best tasting, most satisfying U, S.
Internatibn~l Cigarette fop men who ape matt~re, self-rellant and uncon-
ventional. Marketing appeals wtti be directed to young adult nlale fult-
flavor smokers residing in urban areas who have contemporary social
B. CopV Strategy
Convince young adult m~le full-flavor smokers that LUCKY STRIKE is
the American cigarette that is the best tasting full-flavor cigarette for
mel~ who are mature, se~d-re]lant and unconventton~l,
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SUPPORT STRATEGY SUMMARIES
Product Strategy Summar~
1. Provide an American blend product that is at parity with or better than
2. Set strength of taste and TAN levels as appropriate to local market
conditions, but maintaining a fuR-flavor, average s~rength stance with
T&N levels in line with competition, especially Marlboro.
3. Use standard cigarette length and circumference in line with pack style
and major competition.
4. Use cork tipping color and conventional filters.
Pack/Nomenclature Strategy Summary
1. Standardize "bullseye" pack graphics for all styles to communicate
LUCKY STRIKE's heritage, uniqueness, masculinity and individualism.
2. Use pack copy that leverages LUCKY STRIKE's product quality and/or
American heritage, as appropriate to local legal and technical
Media Strategy Summary
1. During introductory phases, use all available media in each marke~ to
m~xlmize brand awareness and image registration among prime prospects.
2. Investment spend versus full-flavor competition to maximize brand share
3. Allocate priority first to audio-visual media as available. Secondary
priority will be given to print media which provide full image registration:
4 color supplements, magazines and out-of-home. Media priority
determined by local market restrictions.
D. Promotion Strategy, Summary
1. Reinforce brand image.
2. Gain prime prospect trial.
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. . .2-
3. Create consumer awareness of brand graphlcs against future advertising
4, Use trade promotion to maximize store pre~ence and minimize out-of-
5, Reinforce franchise brand Ioyslty.
Distribution Strategy Summary
Build and maintain brand availability and visibility with priority emphasis on:
1. Pack display,
2. High U.S. International brand volume outlets,
3. Outlets in areas of high prime prospect concentration.
4. Duty Free.
Pricing Strategy, Summary
I. Achieve a variable profit margin in line with:
a) local market pricing opportunities, and
b) corporate financial objectives.
2. Export Markets: Where a tactical advantage can be gained over competition,
maintain retail price by style at 1-2 steps lower than leading U. S, International
brand in each market,
3, Contract/Licensee Markets: Establish retail price as appropriate to local
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. , ,..............
A. Cop~" Ob,~ective
COPY STRATEGY STATEMENT.
To convince youn~ adalt, male fuR-flavor smokers that LUCKy STRIKE is
the American cig~rette that is the best tasting, most satisfying, full-flavor
hi'and fur men who are mature, self-rellant arid unconv~ional.
I. Focu~ of Sale (Net Impression)
LUCKY STRIK'E is the best tasting American cigarette for mature,
self-reliant and unconventlonal nlen.
2. Prime Prospect
Young adult male full-flavor smokers residing in urban sreas.
-- Saving contemporary social attitudes and not bound by convention.
-- An experimenter, risk-taker °.. especially w~h new produat~
and conversant with Amerioan products and trends.
-- Seeking a more distinctive, contemporar~ masculine image
st~ement than that offered by other full-fla%,or brands.
3. Consumer Benefits
The best tasting, most satisfying American full-flavor cigarette.
The image of a naafure, self-reliant and unconventional masculine
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-- Actual smoking quality superiority versus competition.
-- American heritage of the LUCKY STRIKE brand.
The American motoreyellst . .. a dlstlnet/ve, mature, self-reliant,
unconventional rnaseuline image.
Contemporary, American, u~conventio~al, e~cciting.