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Lorillard New Product Work Session: Preliminary Review of Business and Research

Abstract

Lorillard New Product Work Session: Preliminary Review of Business and Research, prepared by Marketing Corporation of America. States objective to increase share by 1%, and increase profit. Selects males 35-49 and 50+ as best market segments. States view that women are more responsive to a cigarette attribute they already like than to a product marketed "for" women. Discusses ideas for new brands: a low-fi for 35-49 men, a menthol for young men "with the reassurance young males seem to crave- that they are smoking real, he-man quality tobacco brands," and a taste brand for women 25-34. Also suggests potential of Newport and Old Gold for young male interest and for a "black revolution of 'alive with pleasure'." Also speculates, "There might be a way to adjust nicotine delivery and actually help consumers reduce the number of cigarettes smoked, providing a vehicle for smokers who want to cut down." Includes tables on attributes, preferences, comparisons.

Fields

Notes

Original document code was 1933.

Company

Lorillard Inc.

Marketing Type

Packaging

ProdDesign

Target Market

Female

Men

Young adult

Adults

African American

Major Subject

Advertising and Marketing

Cigarette

Minor Subject

Advertising and Marketing -research

Advertising and Marketing -target market --adult (25+ years old)

Advertising and Marketing -target market --female

Advertising and Marketing -target market --male

Advertising and Marketing -target market --minority ---African American

Advertising and Marketing -target market --young adult (18-24 years old)

Cigarette -design --low-nicotine

Cigarette -market share

Product -development

Author

Marketing, Corporation of America

Brand

Newport (Lorillard)

Old Gold (LOR)