Youth and Marketing
Replies to 5-Year Plan Questionnaire
Abstract
Replies to 5-Year Plan Questionnaire. Gives each question, then responses. Asks, "Where should our marketing thrust be?" (out of home, "event" merchandising, 2 pack strap ons). Asks "Where will growth be?"; responses suggest Lorillard stake out fringes, not compete with RJR and PM, and that younger smokers (under 35) are likely to switch to lower tar line extensions of the same product as they age. Asks "How can we get there?"; suggestions include emphasizing Newport, and "find significant breakthrough." Asks, "What major changes should we make?"; most responses imply that tar categories are no longer meaningful to consumers, and that they are no longer as concerned with the cigarette controversy. Asks "Where do you see industry growth and strength?"; responses same as alone. Asks, "How would you allocate company resources by brands?"; one response states, "keep riding with Newport" because it is "heavily supported by Blacks and under 18 smokers. We are on somewhat thin ice should either of these two groups decide to shift their smoking habits."
Fields
- Notes
Original document code was 2870.
- Major Subject
- Advertising and Marketing
- Youth
- Minor Subject
- Advertising and Marketing -billboard
- Advertising and Marketing -media spending
- Advertising and Marketing -strategy
- Advertising and Marketing -target market --minority ---African American
- Advertising and Marketing -target market --youth (<18 years old)
- Cigarette -advertising and marketing
- Cigarette -brand image
- Smoking and Health Controversy
- Tar -levels
- Youth (<18 years old) -brand preference
- Brand
- Kent (Lorillard)
- Max
- Newport (Lorillard)
- Triumph
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