sample="quota" bates="464401000" isource="bw" decade="1970" class="ui" date="19790700" SUMMARY OF FINDINGS ON SMOKERS ASPIRATIONS, CIGARETTE ADVERTISING AND VICEROY U S PACK Prepared for BRITISH-AMERICAN TOBACCO CO (HK) LTD by SRH Survey Research Hongkong Ltd Tung Sun Commercial Centre, 18th-21st Floors 194-200 Lockhart Road, Wanchai Hong Kong S.1816 July 1979 RESTRICTED PROJECT COMFORT SUMMARY OF TOP-LINE RESULTS ON PACK, ADVERTISING, AND ASPIRATION RESEARCH The attached is a summary of a series of discussion groups conducted by SRH for BAT (HK) and BWIT. The 12 discussion groups consisted of younger smokers of the 4 leading BIF brands. The subjects for discussion were:- (1) Viceroy packs -Medallion & Shield - all 12 groups. (2) The aspirations of the participants - 8 of the groups. (3) Current cigarette and other advertising - 4 of the groups. A full report will be available at a later date. (1) VICEROY PACKS - MEDALLION & SHIELD The specific focus here was on the product and user images of the two packs, the strengths and weaknesses of the packs, and the reasons for their performance. The group compositions were primarily based on age and sex; one third of the smokers were Viceroy, two thirds competitive brands. PRODUCT IMAGE: The groups believed the products contained in the two packs would definitely be different. The product in the U.S. pack would be stronger, less smooth, and not aromatic. Minor points were that the product in the U.S. pack would have poorer product quality and a grassy taste. The current pack had much more favorable projections on product quality. USER IMAGE: The groups felt that the U.S. pack would be smoked by lower income people, and that it looked like a low price group product. The pack would be smoked by older people. The current pack was felt to be high class. MAJOR STRENGTHS & WEAKNESSES The U.S. pack was weak because of the size and colour of the shield, which was felt to be too large and heavy. There was too much red on the pack. This was spontaneous comment. Probing for favourable aspects of the U.S. pack, it was felt that the word VICEROY registered very clearly, and the white boundary was appreciated. GENERAL There were no major differences on any of the above points between smokers and different brands: however, Viceroy smokers were more vocal in their opinions. (2) THE ASPIRATIONS OF THE YOUNG SMOKERS Specific interest was on a fundamental values to which the consumes aspire: their aspirations on life style, personal qualities and the situations they would like to be in. Techniques used by the agency included psycho-drawing and fantasy description. The groups were primarily based on age and sex: the participants were equally divided amongst the four leading brands. LIFE IN HONG KONG This was used as an opening topic. The participants felt the life in Hong Kong to be free (women participants disagreed), very materialistic, hectic, competitive and one that demanded a tough attitude to ensure survival. They felt and regretted the absence of time, space to enjoy oneself, nature and greenery, and a general sense of security (this ranged from a fear of being knocked down by traffic to a fear of losing one's job). TO BE HAPPY For happy times, the participants wanted peace, relaxation and freedom. They wanted success, but as a means to an end and not a goal in itself. Success would bring the material means necessary to enjoy peace and quiet. The participants wanted to have time to themselves - the availability of friends was important, but it was not desirable constantly, only by choice when it suited the individual. (NB. that female smokers felt less desire to be independent and would be happiest in the company of close friends and relatives). SITUATIONS: Participants expressed a preference for rural settings, which was clear in the psycho drawings of their ideal houses. No skyscrapers or other buildings were visible, but usually a setting of hills and water. The leisure activities connected with these settings were usually not strenuous, and involved little exertion of skill. Fishing, lying by the beach and swimming, boating, were all frequently mentioned. International travel had a strong appeal. PERSONAL QUALITIES Participants aspired to be self contained but generous people. They wanted to be seen as free and independent, without being arrogant. GENERAL. The groups showed little differences in opinion about the above points. There was a tendency for the older males to concentrate more on a family life at home than the outdoors and independence. The women tended to want more company and preferred less strenuous leisure activities - listening to music (not disco). 1. Smokers talk about life in Hong Kong in terms of satisfaction primarily but anxiety as well. 2. Life in Hong Kong is regarded as free (agreed among men but not women), plentiful and materialistic, (with things all over the world available here) and colourful (referring to night life). It is a convenient place and it is a place of opportunities ( ). 3. However, Life in Hong Kong is strained ( ), busy, routine, highly competitive, practical and tough ( ) * and crowded. 4. Nature, time, leisure, space and sense of security are lacking here, and these are the things smokers are * yearning for. 5. The smokers aspirations, as uncovered by this study, are clearly a product of the life in Hong Kong; the life of a city, a highly competitive though prosperous society. 6. They want to lead a peaceful, free and relaxing life. They want to see the world, to see beautiful places and * things. Even with travelling, they are after relaxation rather than excitement. They aspire to success and wealth but these are means (rather than ends) so that one can have a peaceful, free and relaxing life. There are inherent problems of selling success, as we shall elaborate in the context of Winston's commercials. 7. They feel comfortable and happy in their homes; either inside or just outside, not too far away. 8. They love to be surrounded by nature; the sun, clouds, hills, sea, tree, flowers, birds, open space, fresh air, peace and calm. There is a strong urge to get away from the hustle and crowdedness of Hong Kong city life. 9. Men prefer to be left alone, relaxing by himself. Occasionally, they would like to be in the company of their friends and family. Women would always like to be in the company of their husband, boy friend or lover, or family. They do not like to be alone. 10. Smokers prefer realization rather than strenuous activities; very little action rather than lots * of action. At times, they may like exciting games but most times, they find gentle and peaceful types of activities such as fishing, swimming or relaxation on the beach, gentle boating, drinking (men mainly), listening to music (women only), much more enjoyable and appealing. 11. The key elements are relaxation, peace, freedom and nature. These explain why the Baccardi Rum and Texwood commercials are more appealing and involving than the cigarette commercials (including Marlboro, Viceroy, Kent and Winston). 12. A lot of smokers treasure the ability of weathering ups and downs ( ); adapting oneself to changed fortunes; a quality which perhaps can be easily identified by many Hong Kong people who have lived good times and bad times ( ). 13. Many smokers aspire to be 'bold and free' ( ) which has many faucets. The following are the key ones: one who can relax regardless of situations one who is not penny picking one who does not get offended easily one who always have an open heart and feels happy one who takes things easy and yet not shying away from problems. ( ) 'Bold and free' is a form of masculinity. 14. Other personal qualities aspired to include the following generous ( ) optimistic righteous/honest humorous frank progressive/achieving ( ) approachable refined manners (primarily in the eyes of the women) EVALUATION OF CIGARETTE COMMERCIALS EVALUATION OF CIGARETTE COMMERCIALS 15. All the four commercials (Viceroy, Winston, Kent and Marlboro) did very well in terms of recall and comprehension, because all of them have very heavy advertising. Though Viceroy still has the best slogan, slogans of other brands are very much liked, thus reducing Viceroy's lead on this. However, the four campaigns do differ in terms of: attraction communication - relevance and expression involvement. 16. Viceroy's commercials are attractive because of the exciting and novel games and beautiful scenery. 36. There were very few positive comments. The word 'Viceroy' which is white on blue is the only major positive aspect of the U S pack, as it looks very 'distinct'. 37. The current pack is well-established and smokers like it. IT is one that is difficult to beat or suppress. 38. Some of the comments on the U S pack are really damaging, pointing to (1) a cheap, lower class cigarette (b) intention to switch to other brands (c) and possibly, a decline of Viceroy in the market (d) changing for the worse Both Viceroy smokers and smokers of BIF brands dislike the U S pack though Viceroy smokers' reactions are stronger. The findings from the group discussions (twelve altogether in the case of pack evaluation) strongly advise against a change to U S pack. We are anxious to see the findings of the Pseudo Product Test which will consist of 1,000 smokers (400 Viceroy smokers and 600 smokers of competitive brands). A PRESENTATION ON PROJECT COMFORT - Qualitative Stage - Objectives: (1) To explore new directions for advertising Viceroy. (2) To evaluate Viceroy's advertising versus the major competitors. (3) To assess reactions towards the U S pack. Two Studies 8 group discussions - on Aspirations 4 group discussions - on current advertising campaigns Identifying Smokers Aspirations Life style/situations Personality traits Possible pitfalls off-the-tangent aspirations ratoinalisations - 'I should be.....' Social techniques employed fantasy psycho drawing Towards and understanding to smokers aspirations Life in Hong Kong - free (primarily among men) - plentiful and materialistic - colourful (primarily referring to-night life) - convenient - opportunities But - strained - busy - highly competitive - routine - practical and tough What is lacking in Hong Kong - nature - time - leisure - space - sense of security Smokers Aspirations Happy moments peace relaxation freedom success seeing the world Surroundings one's home - inside or just outside, not too far with nature by oneself rather than in a group (men) women (with husband/boy friends or family) Activity very little action rather than lots of actions activities - fishing (most popular) - swimming/realizing on the beach - in a boat/launch - drinking (men mainly) - listening to music (women only) Personality traits bold and free generous optimistic righteous/honest humorous frank progressive/achieving approachable refined manners (primarily in the eyes of women) MARLBORO Recall - high Communication - clear, except for one copypoint Messages - the World's No. 1 Smokers imagery - came through but not too strongly Attraction - high Jingle - good Mixed talents - no problem Major positives distinct and different from other cigarette ads. the beautiful horse the setting jingle Negatives no major negative KENT Recall - high Communication - clear Messages - fun/happiness; going around/enjoying life Smokers imagery - came through fairly strongly Attraction - average Jingle - good Mixed talents - no problem Major positives slogan identification realistic; attainable Negatives the theme may be a bit common WINSTON Recall - high Communication - clear Messages - success, modernity Smokers imagery - obscure Attraction - moderate Jingle - not outstanding mixed talents - a problem Major positives slogan Problems concept of success expression of success work situations create anxiety VICEROY AD Recall - high Communication - clear Messages - good taste (major) Smokers imagery- came through only very weakly Attraction - high Jingle - good Mixed talent - no problem Major positives slogan novel & exciting games attractive and beautiful scenery Potential problem areas no identification/unattainable low involvement Life Style and the Test Commercials Bacardi Rum and Apple Jeans beat the four cigarette commercials Abilities Weathers ups and downs/adaptable ( ) Capable Knowledgeable Matured thinking Good judgement THE U S VICEROY PACK Projection on product qualities Major ones Different from current Viceroy Stronger Not smooth Not aromatic Minor mentions Of crude quality Impure Grassy taste Not refreshing Perception on class/price/smokers Low-priced Inelegant Older people, blue collars, collies, construction workers, professional gamblers The problem The size and colour of the shield The Current Pack Much more favourable projections on qualities Elegant/high class Smart looking Feeling of glory/prestige Why The medallion Good colour combination Not too much 'red' Minor positive aspects The word 'Viceroy' The shield on the top The white boundary The combination of colours We advise against a change to the U S pack