.

MARKETING PLANNING & RESEARCH

Ims

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Motivations for Competitor 'Lights' Marlboro Lights

Report of Qualitative Research Study

Prepared for : Gallaher Limited February 1996

Mike Imms, Hope Cottage, School Hill, Slindon, Nr. Arundel, West Sussex BN18 ORA Tel : 01243 814777 Fax : 01243 814700

VAT Registration No 5'_S 3541 43

Contents i) ii) Background and objectives of the research Details of the research iii) sampling issues, sample and stimulus material

Management Summary of Main Findings

Main Findings 1. 2. 3. 4. 5. 6. Context - perceptions of Silk Cut and low tar Marlboro Lights as a product Marlboro Lights and it's smoker base Marlboro Lights as a brand Marlboro Lights marketing - packaging, promotions and advertising Conclusions and implications for Silk Cut

NOTE :

This report should be seen in conjunction with another separate project carried out in tandem exploring Motivations for Lambert & Butler Lights

i)

Background and objectives of the research This project sought to understand smoker motivations for Marlboro Lights and

was one of two projects carried out separately but in tandem exploring issues which affect Silk Cut . The other, 'tandem' project explored smoker motivations for another quite different low tar brand - Lambert and Butler Lights . shown significant share growth, and this has given rise to three marketing concerns a) Over the past twelve months, both Marlboro Lights and L & B Lights have

whilst much of the growth of both brands has come from the 'parent' full strength variants, duplication data shows that 'most often' smokers of both brands are also more likely to duplicate with Silk Cut than any other brand . Thus some Silk Cut sales are at risk if these brands grow in strength and this duplication is eroded.

b)

it is assumed that the parent companies of both brands (Rothmans UK and ITL) will seek to maintain and capitalise upon this growth of their low tar activity can only represent a threat to Silk Cut sales brands . As Silk Cut is the dominant brand in the low tar sector, any such it is likely that any fight-back by ITL following the planned launch of Gallaher's 'Salamander' will involve L & B Lights

c)

Thus, in broad terms, Gallaher marketing personnel wish to augment their knowledge of these two low-tar competitors to Silk Cut, in order to help formulate plans to combat the threat they pose how strong are these brands? what is the nature of their strength? how does Silk Cut compare?

Thus, the research objectives were 1. To understand what factors motivated initial trial and continued use of Marlboro Lights 2. To explore attitudes to Marlboro Lights in terms of the brand, the product and past promotional activity 3. To investigate the comparative brand and smoker image of Marlboro Lights against its parent brand and against Silk Cut

ii)

Details of the Research The research took the form of a qualitative research study, consisting of seven group discussions . Lambert & Butler Lights project .) (A further five group discussion conducted around the same time made up the The smoker profile of Marlboro Lights is heavily skewed to younger and more upmarket smokers - and anecdotally it has a lifestyle bias towards the style this. The sample reflected five key Marlboro Lights demographic groups, plus two groups of Silk Cut smokers . The concern over the high level of Silk Cut 'duplication' amongst Marlboro conscious, urban trendy - and students, and the sample was structured to reflect

Lights smokers meant that the groups were recruited to ensure that such duplications were represented in the research . The seven groups were therefore specified as follows 'Most often' Brand 1 . Marlboro Lights ' 2 . Marlboro Lights ' 3 . Marlboro Lights 1 4 . Marlboro Lights ' 5 . Marlboro Lights ' 6 . Silk Cut 2 7 . Silk Cut 2 Sex Female Male Male Female Male Male Female Age 18-21 18-21 22-27 22-27 28-35 18-21 22-30 BC, Student BC, Class Student Student BC, 2 C1 Area London Manchester London London Manchester London Manchester

Date 22 .11 .95 21 .11 .95 4.12 .95 4.12 .95 8 .12 .95 5 .12 .95 21 .11 .95

1 2

At least three per group also duplicated with Silk Cut (smoke occasionally nowadays or regularly in the past three years) Any Silk Cut variant - all duplicated with Marlboro Lights (smoke occasionally nowadays or regularly in the past three years

Stimulus material for the project consisted of Wide range of competitive packs Marlboro promotional material - 'T' shirt in a can - Marlboro Lights collection brochure - 'Marlboro Experience' leaflet Marlboro advertising current 'red words' version of 'Marlboro Country' previous (wordless) 'Red images' Urban cowboy Lights campaign 'Lighten up' Lights campaign - CDs - magazines Examples of Silk Cut advertising

Silk Cut promotional material - Cafetiere

iii) 1.

Management Summary of Main Findings In PRODUCT terms Marlboro Lights (in common with L & B Lights) is

regarded as a 'low tar cigarette with taste' . As such it is a beneficiary of the recognised gap in the Gallaher portfolio - being a happy medium between the 'fresh air' of Silk Cut and the strength of B & H Special Filter .

2.

self-image - and conveys to the rest of the world - a sense of projecting : 'I am a real smoker - albeit I'm cutting down' . very 'totemic' in projecting smokers of the brand as 'I am publicly declaring myself to be a low tar smoker' .

As a BRAND and a product it appeals to fairly committed smokers . It reflects a

In this respect, it is a FUNDAMENTALLY different brand to Silk Cut, which is

3.

brand) with generic low tar values 'bolted on' .

Marlboro Lights is a 'line extension' of Marlboro Red (- and is NOT a separate This line extension to Marlboro Red is in many ways clumsy and uncomfortable . 'Marlboro' has very clear brand values - and these values are very aspirational

to the self-assured (but can be intimidating to others) .

'Lights' has very clear generic values - but these are a rather uncomfortable fit with Marlboro-ness . Thus 'Marlboro' and 'Lights means something but 'Marlboro Lights' ISN'T a coherent brand. Crucially, it is only the perceived smoker profile (which is both clear and

distinctive) that holds it together . Marlboro Lights smokers are seen as students, 'abroad' and the trendy. These factors deliver quite strong

independent, strong-willed and self-assured . The brand is strongly linked to EMOTIONAL rewards to smokers of the brand. It is also notably more 'macho' than Silk Cut - making it a much more acceptable low tar brand for younger men .

4.

In terms of brand imagery Marlboro Lights is in many ways the 'mirror image' of Silk Cut, and the brand propositions and positions of the two brands are quite different; Marlboro Lights Silk Cut

Proposition

The smokeable Marlboro for today's young smokers with a mind of their own

The established and obvious brand for people who want to smoke low tar

Positioning

The choice of independent, The classy but conventional distinctive and self-assured and safe choice people

In many ways, the ESSENCE of Marlboro Lights' appeal is that it ISN'T like Silk Cut. 5. Unquestionably, much of Marlboro Lights' current smoker base is led by a dedicated minority - but these tend to be peer-group leaders. Many of the current Marlboro Lights smokers are, in effect, 'hangers on' - living within the peer group of the dedicated minority, and attracted by the association of the brand with self-assured, self-confident smokers (cool, casual, daring to be different, trendy) . Peer group pressure combined with SOCIAL smoking habits appear to have been a major force behind the growth of the brand. As the 'hangers on' grow older (and peer group acceptance and social smoking diminish in significance) the appeal of Marlboro Lights will probably reduce. 6. The current Marlboro Lights pack reveals the contradiction of 'Marlboro' + 'Lights' - and for many it is too much 'Lights' - and not 'Marlboro' enough . In terms of promotions, the Marlboro executions are interesting for some - but at heart there is a contradiction between the deliberative, pragmatic usefulness of promotions per se and the casual relaxed 'cool' of the brand .

The advertising works well in reinforcing core Marlboro values - albeit it reinforces the intimidation that some feel about the brand, and it does nothing to resolve the conflict between 'Marlboro-ness' and 'Light-ness' . 7.

The real danger to Silk Cut from Marlboro Lights comes therefore from two directions the product performance (low tar with more taste than Silk Cut) the distinctive and aspirational peer group leadership that dedicated Marlboro Lights smokers represent to a large group of early 20s smokers The key task for Silk Cut in meeting this competitive threat is to re-invest Silk Cut with 'Street Cred' - especially amongst early 20s opinion leaders . At the same time, it is clearly necessary to AVOID alienating the mass of Silk Cut smokers, and this suggests a segmented, targeted campaign . This leaves unresolved two issues the stronger product taste that many Marlboro Lights smokers enjoy the perception that Marlboro Lights are a far more acceptable low tar brand for men to be seen smoking

Main Findings

1. 1 .1

Context - General comments about Silk Cut and generic points about low tar Silk Cut This project was not specifically about motivations to smoke Silk Cut, but perceptions of Silk Cut of course provide a relevant context to compare motivations to smoke Marlboro Lights . It is therefore worthwhile briefly summarising some key points about Silk Cut. These issues arose in this research and broadly reflect more detailed understanding revealed in earlier research exploring the Silk Cut brand. a) Silk Cut is seen by all smokers as THE definitive low tar brand. It is assumed to be the biggest as well as the most FAMOUS low tar cigarette and the basis of its fame is that it is ONLY available as a low tar cigarette. b) As a consequence of this fame as the definitive low tar brand, being a Silk Cut smoker is in many ways 'totemic' - it makes a clear public statement about the Silk Cut smoker which can be paraphrased as "I am publicly declaring myself to be a low tar smoker" c) Smoking Silk Cut requires perseverance - even loyal smokers of the brand acknowledge that at first the cigarettes taste like 'fresh air' and were initially unsatisfying as a smoke . d) Smoking Silk Cut can require some self confidence as other smokers can deride the choice of Silk Cut, on the basis that it is 'fresh air' - not a 'proper' smoke - and/or it is a brand for women. This last point seems less prevalent now than some years ago, but can still be significant consideration especially for younger men (i .e . core Marlboro Lights smokers) .

1 .2

Low Tar Perceptions of Marlboro Lights are influenced by two important generic attitudes towards all low tar cigarettes a) low tar is seen as 'the way smoking is going nowadays' There is a widespread assumption amongst smokers that more and more people are switching to low tar cigarettes - and smokers' evidence for this is empirical they see more people smoking low tar there seem more and more low tar brands available - and they recognise that virtually ALL mainstream brands seem now to have launched a low tar variant As such, all low tar variants are INHERENTLY more modern, 'of today' . Marlboro Lights is affected by this perception just like all other low tar variants . "I think the market for the light cigarettes is going to get bigger. You can't smoke indoors nowadays - you have to be really considerate to everybody else . It's a bummer . Even in pubs there are no-smoking sections now" Male, 22-27, BC,, Marlboro Light smoker b) low tar isn't 'macho' There is an almost universal perception that low tar is NOT the choice of macho, 'real' smokers - and by deduction therefore all low tar brands are more 'feminine' . However, in parallel to this, there is a recognition that smoking low tar is increasingly COMMON and increasingly ACCEPTABLE for men as well as women . ALL low tar variants are in some way more 'feminine' than their full strength parent brand - but this is a particular issue for Marlboro Lights since Marlboro Red is so OVERTLY macho a brand.

2. 2 .1

Marlboro Lights as a product There are a number of relevant factors about Marlboro Lights AS A PRODUCT that represent elements of the appeal of the brand . Its heritage as a MARLBORO cigarette means that is unquestionably PERCEIVED as a 'proper' cigarette. At the same time, it is also recognised as a low tar cigarette - it is of course addition to this a) literally described as such and its packaging makes it look the part, but in it does not SMELL like Marlboro . Many find the smell of Marlboro Red offensive, and also recognise that others react badly to the smell of Marlboro Red. These negatives DO NOT apply to Marlboro Lights . "I think the Marlboro Red has got a very funny smell . It makes me heave . They smell like foreign cigarettes" Female Silk Cut smoker, C1 C2, 22-30, Manchester b) it has a DISTINCTIVE taste, but is not unacceptably strong/toasted. In this respect it is notably different from Marlboro Red which many find too strong and too 'different' to other UK Virginia cigarettes . This distinctiveness of the taste of Marlboro Lights is widely recognised as a significant point of difference from Silk Cut Marlboro Lights smokers see it as a major positive that their brand has more taste than Silk Cut.

"I have had a few lights - with Silk Cut I don't feel as if I've had a cigarette . But with Marlboro Lights you feel you've had a real cigarette" Male Marlboro Lights smoker, BC,, 25-35, Manchester "they are respectably strong - you aren't wasting your time smoking them"

Female Marlboro Lights smoker, Student 18-21, London 12

Somewhere in the middle - just right"

"it has a lighter taste than Bensons - but stronger than Silk Cut. Male Marlboro Lights smoker, Student 18-21, Manchester

"I think Marlboro Lights are a half-way cigarette. They come between light cigarettes that you get nothing out of, and the strong ones" Male Marlboro Lights smoker, BC,, 22-27, Bromley Equally, Silk Cut smokers regard the distinctiveness of taste of Marlboro Lights as a major negative . "I tried Marlboro Lights - but I didn't like them - they were too heavy" "I used to smoke Marlboro Lights, but they 'catch' at the back of your throat . Silk Cut are very smooth" "The Silk Cut are easier to smoke" Male Silk Cut smokers, Students, 18-21, London "It's [Marlboro Lights] not as light as Silk Cut - stronger . They have an after-taste" Female Silk Cut smoker, C1 C2, 22-30, Manchester

2 .2

Thus in product terms there are two facets to Marlboro Lights product proposition on the one hand it represents 'the smokeable version of the Marlboro brand' . As such, it makes the Marlboro brand - and all it stands for - accessible to many who reject what is, for UK tastes, the somewhat alien smoking characteristics of the strong toasted Marlboro Red product.

on the other hand, it also represent 'low tar with taste' for some who like the CONCEPT of low tar cigarettes, but who find the 'fresh air' of Silk Cut unsatisfying .

2 .3

As such therefore, Marlboro Lights has to be seen as a low tar PRODUCT that is genuinely differentiated from Silk Cut - moreover this is a very positive differentiation for those who are (or who see themselves as) 'real smokers' . "they taste like a real cigarette - but they are not too strong . Nice and Female Marlboro Lights smoker, C1 C2, 22-27, Bromley

mild"

3.

Marlboro Lights and its smoker base There are two distinct and informative ways of looking at the Marlboro Lights smoker base firstly from a researcher's perspective via simple observations of them as groups of people, their attitudes and lifestyle secondly in terms of smoker perceptions of the Marlboro Lights smoker base

3.1

The researchers' observations Within the groups of Marlboro Lights smokers, it was clear that the groups

could be divided into two broad types

a minority, who could be described as 'dedicated' Marlboro Lights smokers and who were, to be frank, rather wild - albeit often pleasant . They were strong-willed and self assured, and within the groups were assertive . It was easy to imagine that in real life they were the life and soul of their social group, the sorts of people regarded by their friends as 'characters', good to have at parties, fun to be around. Examples included jokes

female student in Pinner with a beehive hairdo, and a great line in a male student in Manchester who arrived late - and then asked the recruiter for a sandwich ( - and with the charm to get it!) an Irish systems analyst in Bromley with a long pony-tail and 'sculpted' beard

All of these people were quite mischievous - but open and thoughtful . The rest of the group looked on in some awe . They were, however, the minority - and the majority were much more 'ordinary' and it is probably not too unkind to call them 'hangers on' . Many of the Silk Cut smokers who also smoked Marlboro Lights occasionally could also be

categorised as 'hangers on' . Crucially many of them were seduced by being associated with Marlboro Lights smokers AND NOT the cigarette itself. These observations strongly suggest two implications firstly peer group pressure and the status and social stature of 'dedicated' Marlboro Lights smokers appears to be an important dynamic in encouraging trial and brand preference. secondly the 'hangers on' commitment is to the peer group - and their loyalty to THIS BRAND and THIS PRODUCT is relatively weak . Thus as smoking in social groups declines, their allegiance to the brand may well switch to a brand and product that more closely reflects their actual preferences (i.e . Silk Cut) . 3 .2 Perceptions of the Marlboro Lights smoker As well as these 'observed' aspects of the Marlboro Lights smoker base there is almost a consensus on the type of smokers expected to choose Marlboro Lights . These are described by respondents as 'yuppies' trendies students younger people women AND men All of those characters are to some extent both aspirational and successful . Note that the quotes come from both Silk Cut and Marlboro Lights smokers "I think among the young, it is very trendy to smoker Marlboro Lights"
Female Silk Cut smoker, C,C2, 22-30, Manchester

"I had never seen a packet of Marlboro Lights being smoked before I came to University in London [from Wakefield] . But in London, everybody seems to smoke them"

"I always thought of Marlboro as more trendy than Silk Cut. At college a lot more people smoke Marlboro Lights than Silk Cut" "I used to think it was mostly girls - but I think a lot of blokes smoke them now" "people who like wine bars - reasonable income, doing quite well for themselves . Or more University . Younger"

Male Silk Cut smokers, Students 18-21, London

Female Marlboro Lights smokers, Students 18-21, London Beyond these simple 'typical' Marlboro Lights characters, there are some Marlboro Lights smoker is seen as independent-minded 'informed' /connoisseur strong-willed and self-assured - not following the herd, not smoking a 'big' obvious brand - has found a cigarette that is distinctive, unconventional - and big 'abroad' - able to handle a stronger cigarette and unconcerned if friends don't smoke the same brand

deeper and more powerful characteristics of Marlboro Lights smokers . The

"it's somebody who goes against the grain - not totally rebelling, but who likes to be individual. Not someone who wants to be the centre of attention at all times, but who has some respect" Male Marlboro Lights smoker, Student 18-21, Manchester "casual - it's for people who think they are in charge of their own destiny" Male Silk Cut smoker, Student 18-21, London "I think Marlboro Lights says you are a more discerning smoker" Male Marlboro Lights smoker, BC,, 25-35, Manchester "quite independent - someone who has got that extra freedom . Quite laid back - more casual"

Female Marlboro Lights smoker, C1 C2, 22-27, Bromley 17

The brand also has emotional links with student-hood, in the sense of relating to rather specific 'independence' aspects of being a student living away from home making their own choices of how to live a sense of being 'superior' "students like to be different - they dress differently, long hair . Different from everyone else. They're away from home and they don't follow the crowd" Male Marlboro Lights smoker, Student 18-21, Manchester All of the characteristics described in this paragraph revolve around a potent sense of Marlboro Lights representing a 'rite of passage' into independent adult-hood. If smoking per se conveys a sense of ' I am an adult - I do things other adults do' then Marlboro Lights is a symbol of a further stage of maturity ' I am an adult - I do things I decide to do' 3.3 Silk Cut smokers compared to Marlboro Lights In this respect, it is important to note that Silk Cut smokers are perceived in a very different light. Silk Cut is recognised as a major brand - many believe it to be the biggest or one of the biggest brands - and increasingly it represents the OBVIOUS and CONVENTIONAL cigarette brand to choose . Moreover, given that it is famous for being low tar, that makes it the choice of CAUTIOUS smokers . 18

could not be more marked . Marlboro Lights Independent minded Informed/connoisseur

To summarise, the contrast between perceptions of smokers of the two brands

Silk Cut v. v. v. Conventional Obvious Cautious

Strong-willed & self-assured

"Silk Cut is run-of-the mill . You see the majority of people smoking that" "everyone has been on Silk Cut some time in their life if they're a smoker. They are so safe - there is no recklessness associated with them"

Female Marlboro Lights smoker, BC,, 22-27, Bromley

Female Marlboro Lights smoker, Student 18-21, London In effect, Silk Cut is seen as being 'for everyone' - including younger and older

smokers, whereas there is a widespread assumption that neither younger smokers NOR older smokers would smoke Marlboro Lights . The chart below attempts to summarise the significance of this Younger smokers Silk Cut adoption Taken from parents Choosing what everyone smokes An easy smoke Marlboro Lights 'Rites of Passage' Distinctive Different In the know Trendy Youthful Big Established Sensible Obvious choice Grown up Adults Silk Cut as a convention

"it's for 25s upwards . I think under 25s just go with the obvious . Bensons and Silk Cut are more popular with them"

Female Marlboro Lights smoker, C1C2, 22-27, Bromley

"I can't imagine older men smoking Marlboro Lights. They are stuck in their ways . And I can't imagine a young kid pulling out a packet of Marlboro - I'd expect them to pull out a packet of Silk Cut or something their mother would smoke" "I work with older people . They smoke Silk Cut and Bensons and steer clear of Marlboro Lights" "but it's not teenagers - people in their 20s smoke Marlboro Lights" Male Marlboro Lights smokers, BC,, 25-35, Manchester "I don't think many people start on Marlboro Lights - I think people tend to move on to them" Male Marlboro Lights smoker, Student 18-21, Manchester

Female Marlboro Lights smoker, Student 18-21, London

In other words, Marlboro Lights offers smokers a powerful and distinctive projection 'I'm old and confident enough to have found my own brand' 'I'm young and independent enough to reject the conventional' To counteract this aspect of Marlboro Lights appeal suggests there is a VITAL need for Silk Cut to regain 'street cred' . 3 .4 Marlboro Red smokers compared to Marlboro Lights Not only is Marlboro Lights seen as appealing to quite different types of smokers to Silk Cut - it is also seen as appealing to quite different types of smokers to its parent brand, Marlboro Red . Marlboro Red is seen as appealing to older, more macho men - the sort who are

uncompromising in their attitude to smoking . "I like Marlboro Lights - but I have always associated Marlboro with men, and I must admit that puts me off. Silk Cut is definitely a more feminine cigarette" Female Silk Cut smoker, C1 C2, 22-30, Manchester 20

"I think Marlboro has a more manly image - the original Marlboro is more of a man's cigarette" Female Marlboro Lights smoker, Student 18-21, London "you see them in action films . People like Mel Gibson smoking Marlboro . 'Die Hard' . It's a man's smoke . You wouldn't see Mel Gibson smoking Silk Cut - it's more of a weakling thing" "heavier smokers, older people . People who like stronger and more powerful cigarettes . People who have been smoking for a long time . Experienced smokers . But it's 30s, 40s - they're not an old man's cigarette" Male Marlboro Lights smokers, Students 18-21, Manchester

Again, the male-ness of the parent brand is acting as a counter-balance to the femininity of low-tar . 3 .5 In short therefore, smokers' perceptions, (and observations of Marlboro Lights

smokers) demonstrates the importance of peer group pressure as a dynamic in the growth of Marlboro Lights . In addition to the influence of the very positive Marlboro Lights role models, the strength of the brand seems reinforced by the social circumstances of this younger, upmarket target market . Unlike other smoker groups (e.g . L & B Lights smokers, older smokers etc .) the

respondents in this research seemed to do a LOT of social smoking . passing cigarettes still seemed very common sharing with girlfriends/boyfriends a lot of pub/club going a lot of smoking with work colleagues

All of these social factors create a substantial pressure to 'go with the flow' and choose the brand that fits in with the social group . And the earlier findings (para 3 .1 and 3 .2) have strongly indicated that the strongest and most appealing currents within this social flow come from 'dedicated' Marlboro Lights smokers . 21

"I go to clubs a lot - and everybody smokes Marlboro or Marlboro Lights cigarettes . There's not a packet of Silk Cut in sight" "it makes sense to smoke what your friends do"

Female Marlboro Lights smoker, Student 18-21, London Male Silk Cut smoker, Student 18-21, London

"the cigarette machine in the pub I go to has 8 rows of cigarettes - and four of them are Marlboro Lights . Everyone in the pub is smoking Marlboro Lights . It's a bit like an advert. If you go in a pub and a group of 20 people are smoking Marlboro Lights - you'll go in a couple of weeks later and find everyone is smoking them"

Male Marlboro Lights smoker, BC,, 25-35, Manchester

(As an aside, demonstrator sampling - activity in pubs etc. seems to have exploited this phenomenon very efficiently .) 3 .6 The potency of this smoker base should not be underestimated . Indeed, the

following sections highlight the relative weakness of the brand and suggests that the aspirational appeal of being seen to be a Marlboro Lights smoker is about the only real strength that the brand has.

4. 4 .1

Marlboro Lights as a brand Perhaps most interestingly and tellingly, it was very hard for respondents to talk about Marlboro Lights imagery . They instinctively BEGAN to talk about Marlboro Red imagery - but then became CONFUSED because a) BUT b) Red imagery DID NOT FIT with their image of Marlboro Lights they had no 'vision' of Marlboro Lights as a separate identity

"they are very different cigarettes . That [Red] is mannish. It's like father and daughter, or young and old. Young is for Lights" "I don't associate people buying Marlboro Lights with the Marlboro brand . It's almost a separate case"

Female Silk Cut smoker, C1C2, 22-30, Manchester

Male Silk Cut smoker, Student 18-21, London

"it's not Marlboro Lights that makes me think of those things [cowboys, holidays] . Just Marlboro. Marlboro Lights doesn't make me think of anything. It's Marlboro that has got the image, not Marlboro Lights" "it's got the same name, but it's not like the same brand"

Female Marlboro Lights smoker, Student 18-21, London Male Marlboro Lights smoker, BC,, 22-27, Bromley

In other words, Marlboro Lights NEEDS a separate image - but doesn't have uncomfortably) key aspects of Marlboro imagery . 4 .2 one . By default therefore, Marlboro Lights simply borrows (albeit

AMERICANA . However, Americana has a VERY specific meaning in this context the America of Levi's and Budweiser rural, open spaces ; 'Western' America

The key aspect of Marlboro imagery which comes exclusively from Red is

This is strongly personified by the Marlboro cowboy, who is seen again as a very specific 'western' character 'muscular' and silent cool and laid back casual, doing what you want It is EXTREMELY masculine . Crucially, the appeal concerns MOOD and ATTITUDE - rather than the place itself. The mood that is evoked by Americana is desperately appealing to some especially the self-assured (most of whom are men) .

"the American image - the desert man. It's a different concept to what everybody else is doing . Everybody else is just going with the flow whereas Marlboro has his own ideas" Male Marlboro Lights smoker, BC,, 22-27, Bromley "it's relaxed - the archetypal American thing" "the image is of the cowboy going off on his won, not going along with everyone else . Someone who is an individual, who doesn't smoke the same as everyone else"

Male Marlboro Lights smokers, Student 18-21, Manchester

However, it is fearsomely intimidating to others the conventional the wary and cautious

This tends to describe many of the women respondents AND Silk Cut smokers .

4 .3

As well as the Americana from Red, Marlboro Lights incorporates imagery values from three other sources a) the strong perceptions and distinctive nature of its smoker base give it several significant positive imagery values distinctiveness, connoisseurship independence strong-willed and self-assured-ness aspiration

"it has a totally different image to all other cigarettes . The people who smoke them do so because they want to smoke them - not because their mates smoke them" Male Marlboro Lights smoker, Student 18-21, Manchester b) certain aspects of the reality of the brand create positive imagery values it is relatively new - and therefore has an inherent modernity and youthfulness "Marlboro Lights is more of a new cigarette - it's only been out a few years . It hasn't been out as long as Silk Cut" "it's new - it's something different to try" Female Marlboro Lights smoker, C1 C2, 22-27, Bromley "I don't think they have been on the market all that long . I only remember seeing them over the last few years" Male Marlboro Lights smoker, BC,, 25-35, Manchester it is much more widely available overseas - and therefore is associated appealingly with foreign travel and holidays "there is a certain smell to these Marlboro that does remind me of Spain and places like that you go on holiday" Female Marlboro Light smoker, Student 18-21, London

Female Marlboro Lights smoker, Student 18-21, London

"I associate it with being on holiday - duty free and coming from abroad" Female Silk Cut smoker, C1C2, 22-30, Manchester "they are very popular in foreign countries - not so popular over here" Female Marlboro Lights smoker, C1C2, 22-27, Bromley "everybody who is famous in America smokes them" Male Silk Cut smoker, student 18-21, London c) certain GENERIC values of low tar influence the image of the brand 'oftoday',modernsorts ofsmoking for women (and men)

"it's for people who would really rather give up . But you could say that about all Lights - not just Marlboro Lights" Female Silk Cut smoker, C1C2, 22-30, Manchester 4.4 However, generic low-tar values also create a quite fundamental conflict with Marlboro Red - and this is the heart of the uneasy relationship between Marlboro Red and Marlboro Lights . There are three aspects to this conflict low tar is generally seen as a cautious, careful choice (whereas Marlboro Red is very casual, strong-willed and self-assured) low tar is generally seen as for women (whereas Marlboro Red is overly macho) low tar is associated with reluctant smokers who are rather apologetic about their smoking (whereas Marlboro Red smokers are uncompromising 'real smokers') The relationship between Marlboro Red and Marlboro Lights is therefore seriously flawed - but nonetheless it works, for two important reasons a) the power and potency of the aspirational Marlboro Lights smoker base (whilst literally the brand is still low tar AND Marlboro) 26

effectively suppress the EMOTIONAL response to generic low tar values

b)

the brand/product conflict MIRRORS the conflict felt by many smokers i .e . to paraphrase the feelings of many Marlboro Lights smokers ' I like the image of being a macho real smoker but I know I ought to smoke low tar'

4 .5

The analysis thus far has concentrated on the relationship between Marlboro Red and Marlboro Lights, but a comparison with Silk Cut demonstrates a very interesting point - namely that Marlboro Lights is in many ways a MIRROR image of Silk Cut . The important values of the two brands are almost always OPPOSITES - as the table below demonstrates Marlboro Lights New v. v. v. v. v. v. v. v. v. v. Silk Cut Established Ubiquitous Feminine Careful Cautious Conventional

Unusual

Distinctive & different Masculine Casual

Cool, laid back, relaxed Trendy Loud Self-assured

Classy, smart Quiet

Self-conscious

The following quotes give a flavour of views about Silk Cut "I think it is very established - you tend to stick with Silk Cut" Personification "Silk Cut smoker would be more reliable - if you arranged to meet them they would turn up on time . If you went out with Marlboro Lights they would be all show, making out they were very important"
Female Silk Cut smokers, C1C2, 22-30, Manchester

"Silk Cut is more sober, more refined, more tranquil" "Silk Cut has always been constant - they have never changed their adverts, image or their packaging . There are always there" Male Silk Cut smokers, Students, 18-21, London "the image of Silk Cut is more fashionable, classy" "I think Silk Cut is more of a woman's cigarette . Marlboro Lights is tough - it's an alternative to Marlboro" Personifications "a middle-aged lady - someone very clean living" "bit of a nerd - the sort of person who stays in and does his homework" "a quite sophisticated young lady in a wine bar" and talk to them" "someone who sits in a corner on her own, waiting for people to come Marlboro Lights smokers

In many ways the ESSENCE of Marlboro Lights is that it's NOT like Silk Cut. The two brands compete in the same market sector but the lack of any overlap of brand imagery is quite remarkable . "there is no connection between Silk Cut and Marlboro Light . They appeal to different groups of people. "if Marlboro Lights matches with Budweiser, then Silk Cut is like alcoholic lemonade or Martini" Male Silk Cut smoker, BC,, 25-35, Manchester

Male Silk Cut smoker, Student 18-21, London

5. 5.1

Marlboro Lights brand marketing - packaging, promotions and advertising Packaging As a pack, it is very clearly perceived to be a LIGHTS packet, and the key signifiers of this are a) the extensive use of white b) the smaller, thinner graphics These design factors are seen as wholly consistent with low-tar values of being cleaner, purer - and also quite feminine looking, 'quiet' and somewhat recessive/apologetic .

"it's modern - it's in keeping with the Lights image. It's still Marlboro but a new step. It's instantly recognisable" Male Marlboro Lights smoker, BC,, 25-35, Manchester "they have made the packet more gentle [than Red] - even down to the writing" Female Silk Cut smoker, C1C2, 22-30, Manchester "it's Marlboro but it's lighter and colour co-ordinated . It's like a younger sister . Even the writing is smaller on the packet. The crest is smaller" Male Marlboro Lights smoker, BC,, 22-27, Bromley Whilst this report has shown Marlboro Lights and Silk Cut to be very different BRANDS, they SHARE very similar 'pack communications' in this respect. Compared to Marlboro Red, Marlboro Lights packaging loses the boldness and 'classic' simplicity of the red pack, and whilst it is recognised as retaining the shape, it is typically seen as a 'pale imitation' of the real thing . "Marlboro [Red] is more for men . The colours are more definite and strong, and that is what men like . The Marlboro Light seems aimed more at women" Female Marlboro Lights smoker, C1C2, 22-27, Bromley "the red ones are a design classic - they look harder, well established" 29 Male Marlboro Lights smoker, BC,, 25-35, Manchester

As such therefore, the potency of the visual strength of Marlboro Red (which fits so well with the bold macho imagery of the brand) is significantly dissipated in the Lights pack . Paradoxically, this is WHOLLY CONSISTENT with expectations of a lights packet - and in effect therefore smoker attitudes towards the Marlboro Lights packaging reveals and confirms the contradictions between 'Marlboro' and 'Lights' as discussed in para 4 .4 above . In short, for many the current pack is too 'lights'-like and not sufficiently 'Marlboro'-like . The current pack design cannot be regarded as a major strength for the brand. "I think they should change the design of Marlboro Lights packet. It looks boring . With the Marlboro the red makes it stand out, as if it's more powerful . With the Marlboro Light the gold against the white is

more subtle . The colouring shows you what the cigarettes are - it shows they are milder than the red, but I don't think it is the right image" Male Marlboro Lights smoker, Student 18-21, Manchester

5.2

Promotions

5 .2 .1 In common with most other research on cigarettes, the attitudes to promotions IN GENERAL amongst respondents in these groups tended to divide into two distinct groups those who felt all promotions were a waste of time and tend to cheapen the brand and those who felt promotions offered 'something for nothing' and were worthwhile This split in attitude crossed ages and classes (including within the students groups) . 5 .2 .2 Beyond this general attitude towards promotions, there is a brand-specific issue that affects Marlboro in that ANY promotional activity requires a somewhat deliberative pragmatic course of action - collecting coupons/POPS and sending away for the gift . As such it is essentially 'canny' and shrewd, which is a rather poor fit with the casual, relaxed values at the core of the Marlboro brand .

5 .2 .3 Within this inherent mis-match between the brand and promotions per se the actual promotions are quite acceptable - but very heavily biased in appeal to MEN (whereas the brand is much for women AND men) . Magazines offer is a good fit with the actual and perceived smoker base of the brand . 'T' Shirt-in-a-Can is mixed . The white 'T' shirt is a classic item for this target audience, and the fact that is plain white avoids what these groups saw as the naffness of branded clothing per se, and the uncomfortable-ness of an item emblazoned with a cigarette brand . Putting it in a can makes it different (like the brand) but different in the sense of being rather gimmicky - rather than cool (i.e. not at all like the brand) .

The Marlboro Collection is more or less acceptable, but there is nothing in it for women (except for the camera), and many of the items LACKED sufficient 'style' to be truly appropriate - e .g . the Swiss Army knife, the camera . Ray-Bans and the Zippo lighter . Comedy sponsorship unknown. Marlboro Experience promotion seems to have achieved quite high awareness many had noticed it on their packs or via advertising . However, having been NOTICED, it doesn't seem to have captured smokers' imaginations . In this respect, two points are probably worth noting firstly, the key appeal of Americana concerns the MOOD and ATTITUDE evoked - rather than the PLACE . Yet the promotion is about the place itself. secondly, the events are active and highly organised - which is rather at odds with the laid back/cool/independent imagery of the brand. Finally, the promotional mechanic (a separate brochure to explain the offers, no in-pack information) compounds the indifference, makes it all a bit of a hassle. "the lighter's not so bad - but I should say everything else there is for Female Silk Cut smoker, C1C2, 22-30, Manchester Female Marlboro Lights smoker, Student 18-21, London "looking at these promotions, it changes things . It's totally a different image - it's aiming for a person who likes the outdoors, likes adventure" Importantly, NOTHING comes close to the brand-relevance and appeal of

men"

"it's all very macho. It reminds me of the army"

Male Marlboro Lights smoker, Student 18-21, Manchester

5 .2 .4 The current Silk Cut promotions tend to reinforce existing perceptions of the brand amongst this target market i.e. the CDs and music are conceptually right to attract this group of smokers BUT the limited range and 'Best of . . .' nature of the actual CDs corroborates perceptions that Silk Cut is 'established and obvious' (compared to the 'distinctive and different' perception of Marlboro Lights) . i.e. the Cafetiere is fine in some respects - it suggests the choice of connoisseurs of coffee and Bodum is seen as a premium specialist brand . All of this suggests rather more positive 'distinctive and desirable' values than this target market usually associates with Silk Cut. "it's good - better than the one I bought. They give away nice things" Female Silk Cut smoker, C1C2, 22-30, Manchester "it's refined - they're trying to associate having a cup of real coffee and having a Silk Cut" Male Marlboro Lights smoker, BC,, 22-27, Bromley However, the offer is still rather older and house-wifely - exactly what would be expected of Silk Cut. "My mum collected for one" "My landlady collected tokens for the coffee-maker - it was good" Students, 18-21, London

5.3

Marlboro advertising

5.3.1 Current 'Red Words in Marlboro Country' campaign . This campaign very successfully captures the right expression of Americana that

is at the heart of Marlboro-ness.

It is crucial to realise however that the appeal of this advertising is in the MOOD it creates, rather than the actual images or words. Nor does it relate to Marlboro Lights . strength is in successfully evoking a sense of 'this is what you feel like when you're in Marlboro Country' . And the key feeling is FREEDOM. "it's freedom, travel, mellow . You would feel cool . There is a lot of space and you could do whatever you liked . Laid back" "I think it's beautiful. Hot days, soft-top car, bumming around when you've got nowhere you have to be - and all you've got to do is enjoy your smoke, enjoying your Marlboro. It's like freedom" In other words, it's not so much 'Marlboro Country' which appeals - the

Female Marlboro Lights smoker, C1 C2, 22-27, Bromley

Female Marlboro Lights smoker, Student 18-21, London

"you can relate to that - something you want to be doing, you want to be out there . You are sitting in rush hour traffic and you look at something like that and you think 'I know where I'd rather be' . But it doesn't make you think of Marlboro Lights" Male Marlboro Lights smoker, BC,, 22-27, Bromley

"Marlboro Lights have got a softer feel - I wouldn't associate any of those ads with Marlboro Lights"

Female Marlboro Lights smoker, Student 18-21, London

women find the imagery intimidating, and describe it as lonely, bare threatening

Not everyone finds the imagery appealing. Some Silk Cut men and many

"that reminds me of vampires - darkness . It's depressing" Female Marlboro Lights smoker, Student 18-21, London "it's lonely, deserted" Female Marlboro Lights smoker, C1C2, 22-27, Bromley "it looks desolate - it's not an image I want to be associated with" Male Marlboro Lights smoker, BC,, 25-35, Manchester "boring, dull - it makes you think that it's unsociable and out on your own . Cold" Female Silk Cut smoker, C1C2, 22-30, Manchester In executional terms, the addition of the Red words into the current campaign help to make it more 'accessible' and make it more overtly branded. As such they make it less subtle, and less exclusive - rather to the disappointment of more committed Marlboro Lights smokers . However, this also has the broader more commercially attractive effect of WIDENING the target audience . Some respondents read 'meaning' into the words - e.g. 'rush' was taken to mean a nicotine rush by some. 5 .3.2 Previous 'Red items' campaign This campaign still captures mood of the brand - with all the strengths and weaknesses as described above. However, as advertising it seems to work at quite a different level to the current campaign it requires more engagement/working out to recognise the brand as such it offers more REWARD when this happens - it is flattering and reinforces perceptions that Marlboro is a sophisticated brand for connoisseurs 'in the know' however it really only influences EXISTING Marlboro smokers, and if the brand has serious growth ambitions it is not difficult to see why the Management of Marlboro changed the campaign. "the other ones [Red words] are more obvious - but they still have the same message"

Male Silk Cut smoker, Student 18-21, London

35

"you know, looking at these [Red + Marlboro Country words] what they're for . These [Red items] you wouldn't be too sure about"

Female Marlboro Lights smoker, Student 18-21, London

"I think they are more of a quality image - in a way the advertising is at a more intelligent market" Male Marlboro Lights smoker, Student 18-21, Manchester 5 .3 .3 Urban Cowboy This is an interesting campaign, and is probably a very effective LIGHTS campaign it is more modern and urban (which fits well with perceptions of lights smoking) it is still American (i .e . consistent with Marlboro)

Moreover, the subjects and executions are quite stylish, sophisticated and intelligent which fits well with the self-image of this target market . "they are very cool people - it shows it is a popular thing to do . It shows people you like to be in the company of" Male Silk Cut smoker, Student 18-21, London "it's still American - but not out-door American. It's something you can relate to more - a game of cards or reading a paper" However, the tone is very different to the MOOD of Americana that is at the serious and WORK oriented, and whilst this is the reality for most of the target market, it conflicts with the essentially relaxed and LEISURELY image that is at the core of the parent brand. "they're all smoking under stress, working . They're everyday pictures that you can take out of your office window"

Male Marlboro Lights smoker, BC,, 25-35, Manchester

heart of the appeal of the parent brand. This advertising is essentially quite

Female Silk Cut smoker, C1C2, 22-30, Manchester

5.3 .4 'Lighten up' There is a strong creative thought behind this campaign which contains some

very appealing and relevant NOTION within it.

firstly, it is literally descriptive ('this is the light version') secondly, it contains a reassuring message which is ALSO very Marlboro-like (- 'lighten up - don't take things too seriously') thirdly, the core idea is inherently witty - a pun, intelligent and flattering . "they seem quite carefree - they've got a slightly amusing angle to them. 'Lighten up' is a quite modern thing to say . More definite" Female Marlboro Lights smoker, Student 18-21, London "the image of the mountain means it is a cooler smoke . It's trying to use humour . I think they are all trying to convey 'lighten up' . They are trying to be funny - but I don't think they are achieving it" Male Silk Cut smoker, Student 18-21, London However, most executions within the campaign fail to exploit the potential of the creative idea . The best are 'Mountain' and 'Dog' ; but others (notably the Shark and headless body) are impenetrable .

5.3 .5 Marlboro Lights smokers and Silk Cut advertising This is not an issue. In common with other smokers, Marlboro Lights smokers admire and are flattered by Silk Cut advertising. "there is always something to try and work out. You always look at Silk

Cut adverts for longer than anything else, because they have always got a little riddle in them" Female Marlboro Lights smoker, Student 18-21, London

"they're very, very good - very popular. The ads are clever, absolutely brilliant and interesting . When you see a Silk Cut advert you take time to work out what it is all about" Male Marlboro Lights smoker, BC,, 22-27, Bromley The rise of Marlboro Lights can in no way be seen as a failure of Silk Cut

advertising amongst this target audience . 5.4 Price

confirmation that it is irrelevant to this topic and was not mentioned by any respondents.

Price has not been mentioned in this report at all. This final sentence is simply a

Conclusions and Recommendations 1. The real strengths of Marlboro Lights revolve around two issues it has a clear point of differentiation as a PRODUCT and offers 'low tar with some taste' In this, it is rather like L & B Lights AND VERY DIFFERENT TO non-Silk Cut smokers' perceptions of Silk Cut ('low tar with no taste') . there is a powerful peer group dynamic behind the growth of Marlboro Lights a 'dedicated' core of influential smokers of the brand the strong association of the brand with a 'rite of passage' to being an independent adult - old enough and confident enough to have found their own distinctive brand - but young and independent enough to reject the conventional

reinforced by smoking habits where smoking in social groups is still common (and where the peer group leaders are potentially the influential 'dedicated' Marlboro Lights smokers) 2. Beyond these factors, the brand is a rather unhappy mix. 'Marlboro' has clear meaning and 'Lights' has clear meaning - but the two don't fit together very views of their smoking preference . Crucially, the 'machismo' of Marlboro counterbalances the femininity of low tar - creating a more acceptable low tar brand for MEN . 3. 4. This conflict within the brand is most evident within the pack . Strong advertising for the parent brand is reinforcing core Marlboro values - but well . However, this 'conflict' tends to reflect the smokers OWN conflicting

does nothing to address the conflict inherent within Marlboro + Lights

5.

There is remarkably little overlap with the BRAND IMAGERY of Silk Cut - in many ways Marlboro Lights is a 'mirror image' of Silk Cut. It is not so much that Silk Cut is 'wrong' - merely that it is too OBVIOUS and not different enough . This is INEVITABLE in a brand leader. As such, there is little that can be done to 're-present' Silk Cut to appeal to dedicated Marlboro Lights smokers . In many ways, the very appeal of Marlboro Lights is that it isn't like Silk Cut. However, there are substantial numbers of Marlboro Lights smokers who seem to be 'hangers on' - attracted by the smoker base rather than the brand . It may well be possible to give them sufficient reason to re-consider Silk Cut as the brand that many seem to actually PREFER . The key aspect to this is opinion leaders . However, such a group have different interests to the more numerous (and commercially important) mass of Silk Cut smokers. As such, activities to give Silk Cut 'Street Cred' probably need to be addressed in segmented, targeted campaigns .

re-investing Silk Cut with 'street cred' - especially amongst (male) early 20s