Youth and Marketing
Subject: Product Information
Abstract
Letter dated 8/78 to Curtis Judge from T.L. Achey of Lorillard regarding market shares of Newport cigarettes. Assesses market success of Newports in African-American and young adult groups, emphasizing "The base of our business is the high school student." Proposes development of Newport Natural to maintain base of youth smokers of non-menthol products, and a test area of Camden, NJ.
Fields
- Notes
Original document code was 98.
- Company
- Lorillard Inc.
- Minor Subject
- Advertising and Marketing -research --testing
- Advertising and Marketing -strategy --youth
- Advertising and Marketing -target market --minority ---African American
- Advertising and Marketing -target market --youth (<18 years old)
- Cigarette -market share
- Product -development
- Product -testing
- Product -youth
- Copied
- Davis, Bob
- Major Subject
- Advertising and Marketing
- Youth
- Author
- Achey, T L
- Recipient
- Judge, Curtis
Document Images
I know your immediate concern must be the "Lights" market:
however, I also ~now the efforts placed into several "taste"
brands over the past few years.
The success of ~k~WPORT has been fantastic during ~he past
few years. C,/r profile taken locally shows ~hls brand being
purchased by black people (all ages), younq adults (usually
college age), but the base of our business is the high school
s~udent.
h"i~.~PORT in the 1970's is turning into ~he Marlboro of the
60's and 70's. It is the "~n" brand to smoke if you want
be one of the group.
Our problem is ~he younger consumer t.hat does not desire
a menthol cigarette. If that person desires a non-menthol,
but wants to be part of t_he "In group", he goes to Marlboro.
Could we be furnishing a back-lash to .Marlboro from our
~PORT brands?
Is Marlboro as strong with the early beginning consumers
. as t-he NEWPORT brands?
Could w~ end the success story for Marlboro by furnishing
the young adult consumers with a total category of "In"
brands?
t
I think the time is right to develop a N~WPORT NATURAL
(non-menthol) cigarette to attract the young adult consumer
desiring a non-menthol product. We have a solid base with
.~EWPORT and I fcrsee much success with the name of hrEWPORT
cn new packaging.
> o
We would need packaging in ~he Soft pack and Box.
& ~ood tes~ area m~ht be ~e Ca~en, ~ew ~erse~ Division.
N~4PORT ~ING SZZE is the #6 brand (all companies) in this
Division.
C.
