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QUALITATIVE DECISIONS CENTER, INC. A QUALITATIVE EXPLORATION OF BISTRO IN THE TEST MARKET OF SACRAMENTO Prepared for: Lorillard October, 1981 ~ th20 ~ S-S q(, I3ag( N (7~ ~ ~ CJT MARKETING RESEARCH 205 LEXINGTON AVENUE, NEW YORK, N.Y. 10016 (212) 679-2500

TABLE OF CONTENTS Page No. I. INTRODUCTION - Background 1 - Method 1 II. MANAGEMENT SUMMARY 2 - Dimensions that Define the BISTRO Smoker 8 III. TECHNICAL APPENDIX - Discussion Guide

INTRODUCTION: BACKGROUND AND METHOD

INTRODUCTION BACKGROUND: BISTRO, a new low tar (12 mg.) product, was introduced into test market on August 3, 1981. The introduction involved both a regular and a menthol version in the 85 mm. category. The test market chosen was Sacramento, California. The new brand has very distinctive packaging, which is brightly-colored and consists of an abstract face as the design of the pack. Additionally, the advertising consists of the package and/or an interplay between the packs, with the copy line, "Not just another faceless cigarette." METHOD: Four focus group sessions were conducted in Sacramento on September 30 and October 1, 1981, only nine weeks after the int roduction of BISTRO into the market. All participants were smokers who were aware of BISTRO, and nearly all had tried the brand. Further, two sessions were among men 21 to 34 years old and 35 to 49 years old, respectively, and two sessions consisted of women of the same ages.

MANAGEMENT SUMMARY

MANAGEMENT SUMMARY s The basic hypothesis behind the concept of BISTRO appears to have been substantiated. Namely, - Its awareness is seemingly high, as is trial of the product. - It is distinctive and noted. - It is involving. - It is "not just another faceless cigarette," and thus makes an impact, breaking through the clutter of new cigarette entries. • The notion that BISTRO "makes a statement" about the smoker also seems, from this initial exploration, to be the case. This statement can be defined as folloNts: If one had to describe the BISTRO smoker, he or she would be: - sophisticated and slightly avant garde, - younger, - somewfiat individualistic, - "in" or keeping up with the latest trends -- New roxk and San Francisco, - someone who aspires to/fantasizes about being urbane and "above the crowd"/"artistic,"

- male or female, albeit of the particular "type" described here (male, owing to BISTRO's boldly colorful package and 85 mm. length). This is not the alternate brand for the "Marlboro Man." • The entire positioning of BISTRO is seen by most as upbeat -- a positive statement about smoking. - Its package "says" smoking pleasure. - The approach is light-hearted and lacks associations to sources of guilt (e.g., tar and nicotine levels). - Reactions to the package are polarized -- either yes or no. • The BISTRO name (pronounced by most as BISTRO) and the boldly colored packaging do indicate that the brand might be more flavorful, i.e., stronger, than other new market entries. However, many still expect it to be a "very" low tar, due to their expectations regarding all new market entries. • Few, if any, seem to actually notice the "Lights" on the package. - Some initially feel it might be European and, thus, very strong, but expectations regarding mild/low tar entries prevail. • Some cannot distingulsh the face on the pack, seeing only an eye, an abstract design or an animal's face, but most agree that it is an eye-catcher. -3-

- There is minor feeling that for some, initial reactions to the pack were that it contained "funny" cigarettes (marijuana) or even candy cigarettes. - A few found tt "gimmicky," and wondered if it would endure. • Reaction to the advertising is also impressive in terms of impact and recall. - Both the visual elements and copy line are well remembered and liked. - Since no people are featured, anyone can identify with the brand if the pack and concept are appealing. - Further, there is high awareness of billboard, print and point- of-purchase displays. • The interplay between the packs featured in many ads clearly adds to the "animation" of the brand. Most see the face as that of a man, but the interaction between the two packs is often perceived as a man and a woman. • Most feel that the interplay between the packs should be kept simple, subtle and definitely not too "far out," "outrageous" or "silly." This would dilute and distort the sophisticated image that the brand seems to have. - The animated additions Ce.g., smoke rings and hand) seem to confuse many who seem to prefer the playfulness of the packs relating to each other. -4-

The personification of the package and character ascribed to the "happy male smoker" (depicted to most) provides most with adequate stimulus,,and does not seem to need extras to add to its appeal, at least near term. • The addition of minor human elements, such as the woman'ss hand (or legs), is_quite reasonable and effective, if it is creatively desirable to take this direction. - Women find the legs overly sexual. - Men -- especially younger ones -- do not object to this image per se. • The actual personification of the total BISTRO person is rejected by nearly everyone as rfdiculous and absurd/"clownish" and, thus, incongruous with what they feel is the sophisticated, tasteful and urbane smoker who would identify with this brand. • Reaction to the cigarette itself is also quite favorable, by and large. - Many are surprised at its full flavor (considering their expectations of all new low tar entries). - The 100 mm. addition would seemingly find increased appeal among women, who prefer longer cigarettes in general. • Conversion could prove to be somewhat easier than with many new brands. Since people's regular brands often provide them with a sense of security 898289'73 -5-

and identity, BISTRO can provide a very clear "statement" about the smoker, and thus may be easier to switch to than all the other "faceless" (and identity-less) new brands of cigarettes being introduced. The advertising must not, however, become too witty or too humorous so as to make identification with this brand "a joke" and, thus, make a fool of the person who chooses to make this personal statement. It HtouZd seem that i;n order for someone to adopt BISTRO as his/her brand, its distinctiveness and image must not be lost. It must, however, be made acceptable and legitimate (i.e., not "oddball" or foolish in any way), a respectable, albeit distinctive, brand to be identified with. It does not appear that a new approach or a dramatic departure from current advertising is needed yet. The people of Sacramento are still digesting the basic concept and approach of BISTRO, and therefore the current campaign seems to be quite successful for near term. Future advertising and promotional efforts may want to address the next step in people's adopting this brand as their own by possibly emphasizing BISTRO's place in the world as a real cigarette. Sampling in bars, restaurants, discos, etc. (contexts for the brand), seems to have been quite positive, and may be the way to further promote the brand. Advertising along this vein could also prove viable as a means of increasing conversion to the brand. • Finally, the brand would seem to be most appropriate for the larger metro (sophisticated) markets, rather than trying to appeal to either -6-