sample="quota" bates="670621869" isource="bw" decade="1980" class="ni" date="19820215" GE 218 L (5-75) BROWN & WILLIAMSON TOBACCO CORPORATION INTERNAL CORRESPONDENCE TO S. A. Wallace E. T. Parrack A. G. Forsythe S. Zolper I. B. Brand R. P. Medicus B. A. Sproule A. A. Simon B. J. Morrison P. Hendricks-Grey FROM B. RYAN/smc DATE February 15, 1982 SUBJECT SMOKER PERSONALITY STUDY REPORT #3 - VICEROY Please find attached a copy of the presentation made on February 2, 1982 by F. Van Bortel, McCann-Erickson. B.R. Attachment M 13 SMOKER PERSONALITY STUDY REPORT #3 AN IN-DEPTH LOOK AT VICEROY IN ITS COMPETITIVE ENVIRONMENT Prepared by McCann-Erickson, Inc. February, 1982 SPECIAL REPORT #3 AN IN-DEPTH LOOK AT VICEROY IN ITS COMPETITIVE ENVIRONMENT PART I DEMOGRAPHIC CHARACTER OF THE FRANCHISE PART II BRAND PERFORMANCE PROFILE AWARENESS (UNAIDED RECALL) BRAND TRIAL BRAND USE CONVERSION OF AWARENESS TO TRIAL CONVERSION OF TRIAL TO PREFERENTIAL USE PART III SMOKING BEHAVIOR AND ATTITUDES PART IV PSYCHOLOGICAL CHARACTERISTICS OF SMOKERS IN THE FRANCHISE PART V BRAND IMAGE ALL SMOKERS BRAND SMOKERS PART VI SUMMARY AND ACTION RECOMMENDATIONS PART I DEMOGRAPHIC CHARACTER OF THE USER FRANCHISES OF VICEROY AND THE FOUR MAJOR COMPETITORS SHOWING MOST INTERACTION WITH VICEROY (REPORT #2) WINSTON TAREYTON MORE MARLBORO THE VICEROY FRANCHISE: YOUTH MARKET DEFICIT WE CAN GAIN MORE INSIGHT INTO THE DEMOGRAPHIC CHARACTER OF THE BRAND FRANCHISES THROUGH EXAMINATION OF THE STEPS THROUGH WHICH BRAND FRANCHISES ARE BUILT. PART II BRAND PERFORMANCE PROFILE FOR FIVE MAJOR BRANDS % AWARE (NAMED BRAND SPONTANEOUSLY) % EVER TRIED (NO TIME LIMIT) % USING BRAND MOST OFTEN RATIO - % OF AWARE TRYING RATIO - % OF TRIERS USING MOST RATIO PRIMARY USE DELIVERY PER POINT OF AWARENESS TOTAL MARKET VICEROY HAS RELATIVELY LOW AWARENESS. VICEROY TRIAL IN RELATION TO AWARENESS IS FAIR. VICEROY CONVERSION OF TRIAL TO REGULAR USE IS AT THE SAME LEVEL AS TAREYTON, AND WELL BELOW THE OTHER THREE BRANDS. THE MALE MARKET VICEROY HAS LOW AWARENESS LOW CONVERSION OF AWARENESS TO TRIAL LOW CONVERSION OF TRIAL TO PRIMARY USE THE FEMALE MARKET VICEROY SHOWS: LOW AWARENESS GOOD CONVERSION OF AWARENESS TO TRIAL POOR CONVERSION OF TRIAL TO PRIMARY USAGE THE WHITE MARKET VICEROY AND TAREYTON SHOW SIMILAR PERFORMANCE AT ALL LEVELS. LOW IN RELATION TO MARLBORO AND WINSTON. MORE, WITH A LOWER LEVEL OF AWARENESS, ALSO SHOWS A LOW LEVEL OF TRIAL IN RELATION TO AWARENESS, BUT EXCELLENT CONVERSION OF TRIAL TO PRIMARY USE. THE BLACK MARKET VICEROY SHOWS: ABOVE AVERAGE AWARENESS GOOD TRIAL IN RELATION TO AWARENESS POOR CONVERSION OF TRIAL TO USED MOST NOTE: MARLBORO PERFORMS VERY BADLY IN THIS MARKET: WINSTON IS OUTSTANDING IN THIS MARKET. THE 21/29 AGE GROUP VICEROY HAS A SIGNIFICANT AWARENESS DEFICIT IN THIS GROUP. IT WOULD APPEAR THAT WHILE TRIAL IN RELATION TO AWARENESS IS NORMAL TO HIGH IN THIS AGE GROUP, CONVERSION OF TRIAL TO PRIMARY USAGE IS VERY DIFFICULT. MARLBORO SHOWS AN OUTSTANDING PERFORMANCE IN THIS AGE GROUP. THE 30/39 AGE GROUP VICEROY PERFORMANCE BETTER THAN IN THE YOUNGER AGE GROUP. WINSTON AND MARLBORO SHOW GREATER SIMILARITY. THE 40/49 AGE GROUP SIMILAR TO THE 30/39 AGE GROUP THE 50+ MARKET VICEROY SHOWS THE BEST DELIVERY OF PRIMARY USE PER POINT OF AWARENESS IN THIS MARKET. MARLBORO SHOWS ITS POOREST PERFORMANCE. PERFORMANCE PROFILE OVERVIEW WHILE THERE ARE SOME VARIABILITIES IN AWARENESS, TRIAL RATION AND USE CONVERSION, WHAT IS REMARKABLE FOR VICEROY IS THE SEGMENT UNIFORMITY OF DELIVERY OF POINTS OF PRIMARY USAGE PER POINT OF AWARENESS. SEX AND RACE DELIVERY IS IDENTICAL. YOUTH MARKET AND MIDDLE CLASS DELIVERY IS LOW AND DELIVERY IN THE OLD MARKET IS HIGHEST. WINSTON SHOWS A SIMILAR STABILITY ACROSS SEGMENTS, WHILE MARLBORO CLEARLY GETS ITS TOTAL DELIVERY PRIMARILY FROM YOUNG, WHITE MALES. MORE SHOWS ITS GREATEST STRENGTHS IN THE OLDER, MORE UPSCALE SEGMENT OF THE MARKET. PERFORMANCE PROFILE OVERVIEW (CONTINUED) THERE IS EVERY REASON TO BELIEVE THAT VICEROY COULD INCREASE ITS PRIMARY USER FRANCHISE IN ALL SEGMENTS SIMPLY BY INCREASING ITS AWARENESS. HOWEVER, ASSUMING THE SAME IMAGE AND PRODUCT DELIVERY, PER POINT OF AWARENESS WOULD BE ONLY HALF AS EFFICIENT AS WINSTON. IN EFFECT, IF VICEROY RAISED ITS AWARENESS LEVEL TO 75%, LIKE WINSTON, ITS PRIMARY USER SHARE WOULD ONLY BE ABOUT 6%. SINCE 75% WOULD APPEAR TO BE AN EFFECTIVE CEILING ON AWARENESS, 6% SHARE OF PRIMARY USERS WOULD APPEAR TO BE A MAXIMUM GOAL FOR VICEROY AT CONSIDERABLE COST. MARLBORO STANDS ALONE IN THAT ITS USERS IS SEEN AS: - A MAN THAT WOMEN FIND EXCITING - A NACHO TYPE OF PERSON - A BORN LEADER - A WINNER - A PERSON WHO BELIEVES "WHEN IN ROME ..." REFLECTING ITS MASCULINE FRANCHISE AND ITS BRAND LEADERSHIP. THE MORE NON-USER IMAGERY ILLUSTRATES THE FEMALE NATURE OF THE BRAND, IN ADDITION TO A SENSE OF "SNOBBISHNESS": - A LIBERATED WOMAN - A WOMAN THAT MEN FIND EXCITING - A WALLFLOWER - AN ORDINARY PERSON WHO BELIEVES HE'S A CUT ABOVE - A BIG OPERATOR - A LONER TAREYTON'S EXTERNAL IMAGE IS THAT OF: - A LOSER - AN IRRITABLE PERSON - A PERSON WHO BELIEVES IT'S BETTER TO BE SAFE THAN SORRY A PORTRAIT THAT DOES NOT SUGGEST A BRIGHT FUTURE FOR THE BRAND WINSTON HAS NO SINGULAR BRAND IMAGE AMONG AWARE NON-USERS. THE BRAND'S IMAGE STRENGTHS ARE ALSO PROJECTED BY MARLBORO (OR VICEROY), WITH MARLBORO PROVIDING A STRONGER REPRESENTATION OF EACH DIMENSION TO NON-USERS. PART V - B BRAND BRAND IMAGERY AMONG PRIMARY USERS, SECONDARY USERS AND AWARE NON-USERS VICEROY AND COMPETITIVE BRAND USERS WANT TO IDENTIFY THEIR BRAND WITH: - A PERSON WHO MAKES FRIEND EASILY - A PERSON WITH MAGNETISM HOWEVER, ONLY VICEROY, WINSTON AND MARLBORO PROJECT THESE IMAGE DIMENSIONS EXTERNALLY. THESE DIMENSIONS SHOULD BE REINFORCED AND STRENGTHENED AMONG USERS, NON-USERS AND SECONDARY USERS. ONE DIMENSIONS, BORN LEADER IS REACHED FOR BY VICEROY, WINSTON AND MARLBORO SMOKERS, AND ONLY MARLBORO PROJECTS THIS IMAGE TO NON-USERS. AN ATTEMPT SHOULD BE MADE TO EXTEND THIS IMAGE TO NON-USERS OF VICEROY. VICEROY AND COMPETITIVE BRAND SMOKERS SEEK THE IMAGE OF BEING IN CONTROL. VICEROY, AND TO SOME EXTENT, MARLBORO FIT THAT IMAGE EXTERNALLY. THIS IMAGE SHOULD BE REINFORCED AS A MEANS OF ATTRACTING OTHER BRAND SMOKERS, PARTICULARLY WINSTON. VICEROY'S STRONGHOLD IS THAT ITS USERS AND NON-USERS SEE THE BRAND AS FOR SOMEONE WHO IS PROUD OF HIS WORK. THIS IS AN IMAGE THAT USERS OF EACH OF THE BRANDS REACH FOR, WHILE ONLY VICEROY PROJECTS THAT IMAGE EXTERNALLY. SIMILARLY, VICEROY AND COMPETITIVE BRAND SMOKERS REACH FOR THE IMAGE OF A PERSON WHO TRUSTS HIS OWN INSTINCTS. ONLY VICEROY AND MARLBORO FIT THIS IMAGE EXTERNALLY. EACH OF THE BRAND'S SMOKERS WANT TO SEE THEMSELVES AS A WINNER - BUT VICEROY AND TAREYTON SMOKERS IDENTIFY WITH THIS MOST STRONGLY. VICEROY NEEDS TO EXTEND ITS BRAND IDENTIFICATION AS A WINNER TO SECONDARY SMOKERS AND AWARE NON-USERS. VICEROY, WINSTON, MORE AND MARLBORO PRIMARY SMOKERS IDENTIFY WITH BEING A PARTYGOER. VICEROY, HOWEVER, DOES NOT PROJECT THIS IMAGE TO NON-USERS, WHILE WINSTON, MARLBORO AND MORE DO. SMOKERS OF EACH OF THE BRANDS, SEE THEMSELVES AS, OR WANT TO PROJECT THE IMAGE OF BEING EASY GOING AND HAVING A GOOD SENSE OF HUMOR. HOWEVER, NONE OF THESE BRANDS SUCCESSFULLY PROJECTS THAT IMAGE TO THE OUTSIDE WORLD. PART VI SUMMARY AND ACTION RECOMMENDATIONS WE BELIEVE THERE ARE TWO KEY ISSUES FOR PLANNING FOR VICEROY. - TARGETING - BRAND IMAGE MANAGEMENT TARGETING WE BELIEVE THE HIGH PRIORITY TARGETS SHOULD BE - VICEROY SECONDARY USERS - CURRENT WINSTON SMOKERS SECONDARY USERS VICEROY SECONDARY USERS ARE MORE MALE, MORE BLACK AND WITHIN THE SAME GENERAL AGE SEGMENT (30-39 AND OVER 50) AS THE VICEROY PRIMARY USER. WINSTON USERS WE BELIEVE THAT THE CURRENT VICEROY BRAND IMAGERY PORTRAYS MUCH OF THE IMAGE SOUGHT BY WINSTON SMOKERS. BY INJECTING A BIT OF MASCULINITY INTO THE VICEROY IMAGE, THE BRAND MAY BE ABLE TO SHEAR OFF SOME WINSTON USERS DISSATISFIED BY THE LACK OF STYLE AND CLASS OF THE WINSTON BRAND. IN ORDER TO ATTRACT WINSTON SMOKERS, VICEROY MUST TARGET TO MALES, WHITES AND BLACKS, 30-39. MANAGING VICEROY BRAND IMAGERY WE BELIEVE THAT IN ORDER TO MAINTAIN THE VICEROY CURRENT FRANCHISE AND TO GROW THE BRAND: - THERE ARE FIVE BASIC IMAGE STRENGTHS TO BE REINFORCED - THERE ARE THREE BASIC IMAGE DIMENSIONS TO BE STRENGTHENED - THERE ARE THREE BASIC IMAGE NEGATIVES THAT NEED TO BE TEMPERED - THERE ARE TWO IMAGE DIMENSIONS THAT NEED TO BE ESTABLISHED FIVE BASIC IMAGE STRENGTHS ARE ESTABLISHED FOR VICEROY AMONG PRIMARY USERS, SECONDARY USERS, AND NON-USERS, AND ARE APPEALING TO POTENTIAL USERS. MAINTAIN AND REINFORCE. THREE IMAGE DIMENSIONS ARE DEEPLY SEATED AMONG PRIMARY USERS AND NEED TO BE EXTENDED TO SECONDARY USERS AND AWARE NON-TRIERS. THE FLIP SIDE OF VICEROY'S BRAND IMAGE STRENGTH IS NON-USER PERCEPTION THAT VICEROY SMOKERS ARE DISTANT AND THEY CAN'T IDENTIFY WITH THEM. WE BELIEVE THAT THE IMAGE STRENGTHS NEED TO BE CAREFULLY REINFORCED BUT THEY ALSO NEED TO BE COMPLEMENTED WITH IMAGERY THAT MAKES VICEROY SMOKERS MORE HUMAN. WE BELIEVE THAT IN ORDER TO REACH FOR ADDITIONAL PRIMARY SMOKERS, VICEROY MUST OVERLAY ITS EXISTING BRAND IMAGE STRENGTHS WITH INCREASED MASCULINITY, A SOMEWHAT "SEXY" BUT NOT MACHO KIND OF MASCULINITY. WE BELIEVE THIS IMAGE EXPANSION WOULD NOT ALIENATE THE BRAND'S CURRENT FRANCHISE. IN SUM: 1. THE VICEROY TARGET FOR EXPANSION SHOULD BE THE BRAND'S SECONDARY USERS AND CURRENT WINSTON USERS. THESE SMOKERS ARE MORE LIKELY TO BE MALE THAN THE CURRENT VICEROY FRANCHISE. 2. WE BELIEVE THAT VICEROY SHOULD ATTRACT THIS PRIMARY TARGET, WHILE MAINTAINING THE CURRENT FRANCHISE. 3. IN ORDER TO ATTRACT THIS PRIMARY TARGET THIS TARGET GROUP APPEARS TO BE SEEKING THOSE TRAITS THAT VICEROY CURRENTLY REPRESENTS - PRIDE IN WORK, MAGNETISM, CONTROL, TRUSTS INSTINCTS THESE CHARACTERISTIC SHOULD BE REINFORCED IN ADDITION, THE PRIMARY TARGET SEEKS TRAITS THAT NEED TO BE STRENGTHENED FOR VICEROY: - WINNER, LEADER, MAKES FRIENDS EASILY HOWEVER, THESE IMAGES SHOULD BE CAREFULLY MANAGED TO MINIMIZE THE IMAGERY OF: - INTENSE PERSON, WHO IS DIFFICULT TO REACH VICEROY'S MAJOR DRAW CARD IS ITS STYLE AND FLAIR - TARGET SMOKERS WANT TO BE SEEN AS STYLISH, BUT THEIR BRANDS DO NOT PROJECT THIS IMAGE EXTERNALLY. WE BELIEVE OVERLAYING MASCULINE IMAGERY WILL GIVE WINSTON SMOKERS (AND PERHAPS MARLBORO SMOKERS) PERMISSION TO MOVE INTO THE VICEROY FRANCHISE.