RJR- S1 HOPC Study (K. Larson's notes). Gives profile of the "100mm FFLT Female"- traditional with life values, "reads newspapers, watches T.V., and listens to music often," concerned about the "social acceptability of smoking," tries new products, but has a low trial level, etc. Includes information on Project S1- target consumer (25-49 year old females, middle to upper class, etc.)- their wants (enjoyment, relaxation, no ultra low tar, etc.), brands currently smoked (B&H Lights, Virginia Slims Lights, Merit 100's), and why they should "smoke our brand" (under development).
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RJR--S1 HOPC Study (K. Larson's notes)
The 100mm FFLT Female
The Sl woman is fairly traditional in her life values.
new values at a lesser degree than the average smoker.
strongly values family life and plays an active role in
She reads newspapers, watches TV and listens to music often. She
reads books more-than the average smoker, but not as frequently
as her newspaper/TV activities. She plays cards about as fre-
quently as she reads books, more often than most smokers.
The target smoker is more civic minded than most smokers.
Although she attends more cultural activities than most smokers,
this is an occasional, rather than a frequent activity.
She is concerned about her physical fitness and occassionally
partakes in fitness related activities.
In the realm of smoking, she is highly concerned about the social
acceptability of smoking. She is confused by product proliferation
in cigarettes. While she tends to try new products more than most
smokers, her trial level is not particularly high.
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1. Who is The Target Consumer?
. 25-49 year old females.
. Middle to upper income, educated.
. Reside primarily in major cities and suburban areas of U.S.
. Mature, articulate, career oriented and/or very active
. Highly self-image conscious.
. Desire to project themselves as a socially acceptable person
peer support/positive support for smoking.
. Demonstrate a willingness to try new products.
2. What Does The Target Consumer Want?
. Smoke for enjoyment, relaxation, satisfaction of flavor delivery.
. 100mm product -- style, value
. Taste "Standard" is lighter, smoother delivery generic to low
tar 100's -- not FF taste.
. No desire for ultra low tar.
. No major dissatisfactions.
3. What Brand Does The Target Consumer Currently Smoke?
. Smoking FFLT 100mm brands in the 9-13 mg tar range.
. Three primary brands: B&H Lights
Virginia Slims Lights
4. Reason Why The Target Consumer Should Smoke Our Brand
. Reason why under development.
. Based on consumer work, General Direction is:
- "Style" in the sunse of lifestyle -- a brand that better
complements/projects the target's ideal self and preferred