Youth and Marketing
Old Gold Image Opportunities
Abstract
Marian G. Schott, Inc. research on Old Gold Image Opportunities. Reports on focus group perceptions of product and image, user profile, implications of ads. States that respondents were 18-20 in one group, 16-24, 25-34, 35-50 in another; all smoked at least 10 cigarettes per day and had smoked brand for a year or more. Lists characteristics of various Old Gold Smoker groups. Discusses Old Gold as switched-to, not starting cigarette, stages by ages 12-15, 15-18, 18-21, 21-25. Lists strengths and weakness of product as perceived by user ad non-user. Assesses ad campaigns, lists problem and suggests future improvements.
Fields
- Notes
Original document code was 1006.
- Company
- Lorillard Inc.
- Marketing Type
- Billboard
- Target Market
- Adults
- Young adult
- Youth
- Minor Subject
- Advertising and Marketing -billboard
- Advertising and Marketing -strategy
- Advertising and Marketing -target market --adult (25+ years old)
- Advertising and Marketing -target market --young adult (18-24 years old)
- Advertising and Marketing -target market --youth (<18 years old)
- Brand -image
- Brand -loyalty
- Brand -switching
- Youth (<18 years old) -data
- Youth (<18 years old) -market research
- Major Subject
- Advertising and Marketing
- Youth
- Author
- Marian, G Schott Inc
- Recipient
- P, Lorillard Company
- Brand
- Old Gold (LOR)
Document Images
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OLD GOLD
IMAGE OPPORTUNITIES
Prepared for P. LORILLARD COMPANY
New York, New York
by MARIAN G. SCHOTT, INC.
April 1976
1
PURPOSE
To understand the strengths, weaknesses
and opportunities of Old Gold filter
cigarettes.
. What kind of people smoke Old Gold?
. Perceptions of Old Gold as a cigarette
. Perceptions of Old Gold as a brand/image
. Perceptions of Old Gold smokers
. Why people who smoke high taste
cigarettes are committed to their
brand
. Implications of four Old Gold advertising
campaigns
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METHOD
Focussed Group Interviews
Minneapolis, w/o April 5, 1976
2
2 groups - low filter, high taste cigarette
smokers.'
(Marlboro, Winston, Viceroy,
Camel Filters)
18-21 years of age
6 groups - Old Gold smokers
18-24 years of age
25-34 years of age
35-50 years of age
In each segment, one session of male
respondents; one session female respondents.
To qualify, each brand smoker had to:
. smoke brand for 1 year or more
. smoke at least 10 cigarettes per day
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3
18-21 NON OLD GOLD SMOKERS
'%A
Experimental
Switch brands
Anti-menthol
Marlboro & Winston are dominant
3 Marlboro facings to 1 Old Gold
Old Gold for very young or older people
Not "popular"
Not peer group
No reason to try
Old Gold is passe
Non-specific image not unique
Taste has not registered
No Old Gold advertising awareness
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1
HOW BECOME AN OLD GOLD SMOKER
Old Gold is not a starting cigarette "by choice"
Old Gold is cigarette you move to "
Move from experimental to committed by stages
'12-15 - Cigarette availability - parents/older siblings
15-18 - Peer group pressure
18-21 - Army, college, partner/marriage - peer group
and/or partner influence
21-25 - Committed - habituated
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5
18-25 OLD GOLD SMOKERS BY CHOICE
Medium to heavy smokers
Get away from crowd
Individual experience
No health concern for self
Health concern for parents
Limited advertising recall
"Independent Campaign" recall by men
Independent feeling in women
Discriminating - conscious choice
Enjoy resisting social pressure
Real people - not phony
Menthol for change
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6
-"1
25-35 OLD GOLD SMOKERS FOR TA~TE AND IMAGE
Heavy smokers
Habituated
Independent
Individual
Minimal health concern
Want to cut down - buy by pack not carton
More advertising recall of all cigarette advertising
Recall of "Independent Campaign"/identification
with concept
Strong recall of package/cigarette more important
than advertising
Women are coupon savers - husbands go along
Secure - don't follow "crowd"
Natural - not phony - not pretentious
Menthol relief
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7
35-50 LOYAL - COMMITTED OLD GOLD SMOKERS
Heavy smokers committed to smoking in face of
social pressure
Men more health conscious - cutting down or stopping
Pressure to stop smoking greater than competitive
brand pressure
Taste/satisfaction increasingly important
Defensive
Aggressive
Less physically active
More husband/wife brand-sharing
Women tradition bound, house/office bound
No awareness of advertising
No Old Gold advertising recall
"Older people smoke Old Gold"
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8
OLD GOLD STRENGTHS
User Non-user
Taste
Aroma/smoke
Heavy-smoker satisfaction
No irritation
Discriminating Image
Not "popular"
Independence
Quit before cut down
Old established brand
Name awareness
Strong package identification
Not peer group
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OLD GOLD WEAKNESSES
Non user
No advertising recall
Not "popular"
Not peer group
Strong
Funny tasting
Old fashioned
Older smokers
Dull/uninteresting
User
Limited advertising recall
Coupons
Reminder
Female
Downscale
Iiard to find
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