BAR CODE AND VOLUNTARY HEALTH WARNING PACKAGING RESEARCH Presentation of FindinGs ORIGINAL THIS IS THE PROPERTY Of' CONSUMER RESEARCH DEPT, MILLBANK IF 13ORROWED PLEASE RETURN TO ABOVE MENTIONED DEPT, Prepared for: BRITISH AMERICAN TOBACCO *1 w=====L"1 EIESTRICTED THIS REPORT SHOULD NOT SHOWN OR COPIED TO BE OTHEER THAN DESIGNATED RECIPIENTS WITHIN BATCo. UNLES%S- BY EXPRESS AUTHIORISA4.T.10N OF I I BATCo. CONSUMER RESEARCE DEPARTMENT OR BATC0. i 11NMAR-KETING DIRECTOR November 1993 Ref.- MT1 935iOO3 - MJIKU CD C) BATCo document for Legal Services : Health Canada 19 October 1999 I I I BACKGROUND 4 New Benson & Hedges pack design soon to be introduced into Nigerian market. 0 0 Voluntary Health Warning Clause (VHWC) and Bar Code on cigarette packaging suspected by BAT of providing a brand with international appeal, thereby off~ring greater aspirational values. 0 BAT interested_ to evaluate consumer reaction to Bar Code and VHWC 'add-on' -features to determine which, if either should be progressed in order to enhance new pack design in Nigeria. 0 L;-- CD BATCo document for Legal Services : Health Canada 19 October 1999 OBJECTIVES To explore the values associated with Benson & Hedges amongst current and competitive brand smokers. 0 To assess the overall appeal of a Benson & Hedges pack with i) A Bar Code ii) A Voluntary Health Warning Clause t- iii) A Bar Code xLd a Voluntary Health Warning Clause I 0 To determine if a Bar Code or Health Warning have a significant effect on brand image or purchase intention of Benson & Hedges. *1 BATCo document for Legal Services : Health Canada 19 October 1999 METHODOLOGY (1) Quantitative 0 300 in hall interviews with 18-30 year old, ABCI male, smok 0 All smoke 3 or more cigarette sticks per day 0 Regular brand - c. 50% Benson & Hedges (48%) c. 50% Rothmans (52%) 0 Location - 50% Lagos 50% Kano Qualitative 0 30 follow-up depth interviews in hall (selected from 300 sample) 0 20 x Benson & Hedges - Laeos - 5 x 18 -2 smokers 5 x 25-30 Kano - 5 x 18-2 IT. 5 x 25-30 10 x Rothmans smokers - Lagos 55 x 18-24 Kano 5 x 25-30 0 0 Fieldwork 13-23 October 1993 Conducted by Market Trends (Nigeria) Ltd. C.:; BATCo document for Legal Services : Health Canada 19 October 1999 METHODOLOGY (2) 0 All respondents exposed to four pack designs:- 1) Current pack New design with: 2) Bar code 3) Health Warning 4) Bar code and Health Warning (Ong-inally intended to include new design only as fifth variant, but packs not available) 0 Each pack comparatively rated on 10 bi-polar attributes scored across 1-10- e.g. Masculine 1 '62 3 4 5 6 7 8 9 10 Feminine International 1 2 3 4 5 6 7 8 9 10Local 9 Ul CD BATCo document for Legal Services: Health Canada 19 October 1999 SAMPLE PROFILE Total Lagos Kano 300 1;0 150 Age: 18-25 47 50 44 26-30 5 35 5 0 56 0 Social Class: AB 34 34 C1 66 66 66 Regular brand: Benson & Hedges 48 50 47 Rothmans 52 ;0 53 Buys Benson Regularly '7-1 31 24 & Hedges Occasionally 16 16 16 (if not regular brand) 0 CD BATCo document for Legal Services : Health Canada 19 October 1999 WEIGHT OF SM01UNG (per day) 300 Sticks 3-5 22 6-9 25 10-14 25 15-19 12 20 or more 16 Mean sticks 10.9 Mean sticks Age: 18-25 (146) 9.9 26-30 (154) 11.7 Region: Lagos (150) 9.8 Kano (150) 11.9 CD C--- BATCo document for Legal Services : Health Canada 19 October 1999 BRAND REPERTOIRES (Brands smoked at all) Regular Brand Benson & Hedges Rothmans 145 155 % 170 Benson & Hedges 100 84 Rothmans _5 8 100 St Moritz 21 33 Marlboro 5 Consulate 6 Players Gold Leaf Piccadilly Excel Brand Verification Benson & Hedges Rothmans 145 15-4 Benson & Hedges 30 - Rothmans - 28 None Carried 66 70 Other/refused Uri BATCo document for Legal Services : Health Canada 19 October 1999 OPINION OF ADDING FEATURES TO BENSON & HEDGES PACK MEANSCORE BAR CODE 3. 6 VERY GOOD IDEA (4) QUITE A GOOD IDEA (3) GUITE A BAD IDEA M VERY BAD HEALTH WARNING 3.1 IDEA (i) BAR CODE & 3.2 V~ KX KX ION HEALTH WARNING 0 20 40 60 so 100 BASE: ALL (300) 935/0006.SBH (-ri CD BATCo document for Legal Services : Health Canada 19 October 1999 OPINION OF ADDING FEATURES TO BENSON & HEDGES PACK Regular Brand Benson & Rothmans Hedges 145 j;; Bar Code Very good idea (4) 68 66 0 Quite good idea (3) 21 Quite bad idea (2) 3 Very bad idea (1) 2 6 Mean Score 3.6 Health Warning Very good idea (4) 50 Quiie good idea (3) 23 19 quite bad idea (2) 12 Very bad idea (1) 14 16 Mean Score 3.1 3.1 Bar Code & Health Warning Very good idea (4) 45 48 Quite good idea (3) 3" 334 Quite bad idea (2) 12 14 Very bad idea (1) 10 5 Mean Score 3.2 3.1 BATCo document for Legal Services : Health Canada 19 October 1999 REASONS FOR OPINION - BAR CODE Good ideaBad idea (265) (23)* Indicates gen u ine/non- faked product 52 - Shows product is genuine 25 - Differentiates between genuine + fake 25 - To ward off/detect fakes 6 0 Indicates a foreign product 25 - Shows it is foreign/imported/international 23 - Foreign products appeal to Nigerians 2 Makes pack more appealing/attractive 23 Identification of[by manufacturer 17 - Manufacturers trademark 12 - To identify manufacturer 4 - Shows country of manufacture 2 Shows good quality 17 Shows expiry date 8 Makes pack uniqueidifferent 6 Has no significance/meaning - 9 Makes product look fake/not real B&H 6 Makes pack unattractive 2 Other unfavourable comments -S NB: Whole numbers BATCo document for Legal Services : Health Canada 19 October 1999 I Qualitative BAR CODE - LIKES 0 A bar code is an assurance of quality that gives consumers a sense of security and confidence in a product - and its manufacturer "When it has the bar code on we know it is fronz the right source" It shows it is from "A reputable company wirh a trademark" 0 Denotes a genuine and original product and differentiates between the 'real' and the fake Benson & Hedges, or between "original and inferior" or "superior and inferior" It "discourages piracy and imitation" Differentiates between a local and international pack "Because it is only found on international products " Also:- 0 0 - Identifies the manufacturer Makes pack more attractive - "Add.5 beautv" Main communication is of a superior, quality product from an internationally reputable company C BATCo document for Legal Services : Health Canada 19 October 1999 I Qualitative BAR CODE - DISLIKES 6 Majority do not dislike anything 0 Only criticism - pink colour is conspicuous and "is certainly not very ma..~culine" 0 Individual concern that consumers would not understand how to read numbers or what information they contained 0 One respondent - understands why bar codes are added but does not perceive a need:- "It's for storing information1data on products, which LF a system that does not exist in Aligeria at the moment. " Most common view:- - !Tzere is nothing I don't like about the bar code because &[ding the bar code means adding quality to the pack" C~ C, BATCo document for Legal Services : Health Canada 19 October 1999 REASONS FOR OPINION - HEALTH WARNING Good Bad idea idea (216) (82) Educates/in forms of health 74 1 hazards Will discourage/reduce 37 60 smoking - Will reduce smoking 2 3 - - Will discourage smoking 2 59 - Will discourage young/ . potential smokers 14 1 Health Warning intimidates/frightens me 30 Loss of manufacturer revenue 20 Confirms research/advice from Ministry of HealthMHO 7 Covers manufacturer against liability/legal prosecution 6 BATCo document for Legal Services : Health Canada 19 October 1999 Qualitative__ HEALTH WARNING - LIKES 0 Role of informing/educating smokers of risks and dangers of smoking BUT - often seen as education of others and not of concern for self 0 Is a means of encouraging smokers to reduce smoking (usually others particularly the young but occasionally self) 0 Positive perception of manufacturer - seen as not only out to make money, but also concerned for smokers health "Manufacturers want us to be cautiou.5 about smoking. ney want us to take care of ourselves" Some - like nothing and are intimidated/frightened by Health Warning 0" BATCo document for Legal Services : Health Canada 19 October 1999 OPINION OF HEALTH WARNING PACK - LIKES Definitely/ Probably will buy 300 181 Cetiour/Aesthetics 44 48 - Like gold colour 29 33 - Like red special filter 14 17 - Like red linestfred matches gold 6 7 ID Health Warning 34 39 Health Warnine educates about smoking 20 22 Like Health Warning 10 10 Cautions against smoking 8 9 Pack looks attractive/appealing 25 22 Solidity/Size of Pack 23 25 Well-de.r,igned/strong/quality pack 11 11 Size is portable 8 11 to Pack well-scaled 5 6 Like crown/logo/coat of arms 17 20 BATCo document for Legal Services : Health Canada 19 October 1999 [Qualitative HEALTH WARNING - DISLIKES Main negative reaction concerns tone and intimidation of warning D Tone - seeks to discourage an activity that is enjoyed, and selected by choice - is therefore a personal attack "I know what I gain from ir, I know when to take it" "It's sort of abusing those of us who smoke" "77tey shouldn't be discouraged like that" 0 Intimidation - warning will scare people (though rarely self) - considered unfair and unpleasant 0 Individual sugaestions that 0 - Source should be localised - Should be by Federal Ministry of Health, not EEC and if only B&H carries warning, maybe "something bad has been added to it" BATCo document for Legal Services : Health Canada 19 October 1999 I OPINION OF HEALTH WARNING PACK - DISLIKES Definitely/ Probably will not buy 300 51 % 670 Nothing Disliked 57 37 Health Waming 27 43 - Will stop/discourage smoking B&H 14 20 - Intimidates/frightens me 9 is Dislike Health Warning 7 10 Dislike gold/too dull 8 10 No bar code - could be fake 4 4 41 ~-7 BATCo document for Legal Services : Health Canada 19 October 1999 OVERALL APPEAL OF HEALTH WARNING PACK Very appealing (4) Quite appealing (3) 23 Not very appealing (2) ,4ot at all appealing (1) MEANSCORETOTAL 3.0 Benson & Hedges 9 Rothmans I t-7, CD Base: Afl (300) BATCo document for Legal Services : Health Canada 19 October 1999 REASONS FOR OPINION - BAR CODE AND HEALTH WARNING Good idea Bad idea (237) (62) % % BAR CODE Guarantees originality/differentiates from fake 35 13 Indicates Quality 16 10 Indicates foreign/i n tern ational Product 14 2 Is attractive 14 6 Shows expiry date 6 Identifies product/manufacturers trademark 5 5 HEALTH WARNING Informs of health hazards 61 11 Will reduce smoking 14 - Will discourage smokers 5 58 Will discourage youngsmokers 5 1 r\ BATCo document for Legal Services : Health Canada 19 October 1999 0 0 CL 0 LIKELIHOOO TO PURCHASE BENSON AND HEDGES IN EACH PACK 3.5 4.1 3.7 4.0MEAN SCORE too (D U2 11) 80 DEFINITELY co DC9 WILL (5) CD PROBABLY WILL (4) 60 (D MAY OR MAY NOT (3) PROBABLY CD 40 - fu 0 NOT (2) X 22 22 DEFINITELY 0 0 NOT (1) 11) 12 0 20 11) Q (D 0 -- 0 ffimm I Eq A m M- 2222 0 CURRENT BAR CODE HEALTH WARNING BAR co6E & 0 HEALTH WARNING rqL 0 MEAN SCORE 3.5 4.1 3.7 4.0 (D BASE: ALL (300) 935/0005.SBV 00(- LIKELIHOOD TO PURCHASE BENSON & HEDGES IN EACH PACK Mean --------- -- 3.7 B&H ................... .TJRRENT 3.4 Rothmans ---- --------- ---------- 4.2 B&H Ili W1 A 3AR CODE ---- ----- 4.0 Rothmans ------------------ rffALTH 3.6 B&H NARNING 3.7 Rothmans, ------------- '3AR CODE -- ----- ------------ 4.0 B&H - --------- -1EALTH ------- - --- -- ---- - it! - I I I - I I I I I IN I i I - - WARNLNG III _. Jill 1 4.0 Rothmans 0 10 20 30 40 50 60 70 80 90100 Definitely buy Probabiv buv May or may not buy Prob~ably not buy Definitely n0t bUV Base: All (300 BATCo document for Legal Services : Health Canada 19 October 1999 PACK IMAGE (MEAN SCORES) 3 4 5 6 7 a 9 FEMININE - MASCULINE N OLDER p YOUNGER LOW GUALITY GUALITY TRADITIONAL MODERN FORMAL CASUAL -Z~ LOCAL INTL. MILD - STRONG ORDINARY - PRESTIGIOUS OUT OF DATE CURRENT SERIOUS FUN LOYING CURRENT BAR CODE HEALTH WARNING .. .... 4p ...... BASE ALL (300) BAR CODE G HEALTH WARNING 935/G016.CBV -4 - - BATCo document for Legal Services : Health Canada 19 October 1999 PACK IMAGE (2) (significant sub-group differences) Current Pack Total Score InternationallLocal (7.1) 18-25 7.8 26-3 )0 6.5 SeriouslFun loving (53) AB 6.2 C1 4.8 B& H 6.0 Rothmans 4.6 YoungerlOlder (7.0) Kano 7.4 Ups 6.5 Bar Code InternationallLocal (3.6) AB 4.2 C1 3.2 SeriouslFun loving (6.0) Kano 6 .4 Lac, gos 5.6 MascuLinelFeminine (5.3) Occasionallv 6.3 Regularly 4.7 Health Warning 18-25 6.0 26-30 4.8 InternationallLocal (5.4) Regularly 5.9 Occasionally 4.6 C1 D. I AB 4.8 StronglMild (5.3) La2os 5.8 Kano 4.8 PrestigiouslOrdinary (5.7) Lagos 6.2 Kano 5.3 Bar code pnd Health Warning InternationallLocal (3.2) 26-30 3.6 18-25 2.8 Kano 5.8 Lazos 4.9 SeriouslFun loving (5.3) 4.6 C I - j AB i CurrentlOut of date (3.4) Il 8-25 4.0 26-30 2.8 - on right L77. NB: Scores from 1 10 1 = atiribute on left, 10 = attribut. CI BATCo document for Legal Services : Health Canada 19 October 1999 ualitative IMAGE COMMUNICATION - OVERVIEW (1) 0 6 of 10 attributes can be clearly interpreted - majority (if not all) depth respondents in clear directional agreement High Quality ... Low Ouality Modern ... Traditional Current ... Out of date (Contemporary) International ... Local Prestigious ... Ordinary Younger ... Older C~ a 4 remaining attributes to be interpreted with slight caution - Masculine Feminine - Casual Formal - Strong Mild - Fun loving Serious All scored around median of scale - not because perceived as neither one dimension nor the other but because respondents interpreting attributes djcrently U-I CD BATCo document for Legal Services : Health Canada 19 October 1999 IMAGE COMMUNICATION OVERVIEW (2) ù Famili2rity/Pack around a long time Makes current pack - Traditional Local Ordinary Out of date Older 0 New design/new features Bar Code and Health Warning - Modern Prestigious Current International Younger Hicrh qualitv ù Locally made Makes current pack - Low quality Traditional Unusual/uniqueness of features Bar Code Prestigious International BATCo document for Legal Services : Health Canada 19 October 1999 BAR CODE - IMAGE COMMUNICATION Low Quality ... High Quality (7.4) 9 Unanimous opinion Bar code is high quality because:- - Bar code in itself symbolises a quality product - Pack design looks higher quality - red 'Special Filter', neater, looks "more flashy" Current is locally made, subject to imitation and therefore low quality:- "Pack G can be produced anywhere, it can be imitated easily because it does not have a code" 0 BATCo document for Legal Services : Health Canada 19 October 1999 BAR CODE - IMAGE COMMUNICATION Modern ... Traditional (3.8) Unanimous opinion I 0 Bar code is modern be:cause:- Product/pack has been modified and newly designed (Bar code addition, position of Benson & Hedges and red 'Special Filter') "It shows it is new to the market" "Bar code shows Benson & Hedges have modernised their product" - For modern, young people 0 Current is traditional - been around a long time, is local and are "used to it" BATCo document for Legal Services : Health Canada 19 October 1999 BAR CODE - IMAGECOMMUNICATION Local ... International (7.4) 0 Majority consensus of opinion 0 Bar coded pack is international because:- - A bar code is a trademark, which is "internationally marketable". It shows product is registered. - Other imported products have a bar code. "It is a sign which all international products carry" - Have not seen bar code in Nig ia before - i I geri is g therefore international - Lighter colour and red 'Special Filter' look more international. 0 Current pack is local Has been available for long time Z) Only available without bar code in Africa + Asia Therefore it is local CD BATCo document for Legal Services : Health Canada 19 October 1999 BAR CODE - IMAGE COMMUNICATION Ordinary ... Prestigious (7.7) 0 Majority consensus of opinion 0, Bar code pack is prestigious because- - It is a new design and a new pack, which is more attractive (red 'Special Filter'). - Pack is unusual - not seen it before/not seen everyday - Can take it to special occasions "one can us-e it to show oft" Bar codes seen on foreign products - prestige Current is ordinary because:- Pack can be faked (no bar code) It is old, familiar, and the "ordinary pack we are used to" 0 Individual expression that current is prestigious because it is known marketwide while bar code pack is unknown and therefore ordinary. CD BATCo document for Legal Services : Health Canada 19 October 1999 BAR CODE - IMAGE COMMUNICATION Out of Date ... Current (7-3) (Contemporary) 0 Majority consensus of opinion 0 Bar code is current because:- It is new and supersedes out of date existing pack. Current pack is out of date because:- Has been available and in market for a Iona time. - It is obsolete, (no bar code) and common. - Has no new modern trademark. Perceived a-, the old pack. 0 t 1- BATCo document for Legal Services : Health Canada 19 October 1999 BAR CODE - IMAGE COMMUNICATION Older ... Younger (6.8) 0 Majority consensus of opinion 0 Bar code looks younger because:- - It is new (literal translation) and therefore a 'younger' product. Current pack has been around a long time and is therefore 'older' - Bar code will appeal to younger smokers:- "Young ones lookfor new things" - Current pack is smoked by older smokers:- "Old people know what is in Benson & Hedges and they don't need any bar code to be attracted" But minority expression that current pack is younger - Older people seek quality while young smokers are only concerned witl~ availability. Current pack is more available and therefore younger. 0 (.:i CD CZ! BATCo document for Legal Services : Health Canada 19 October 1999 HEALTH WARNING - IMAGE COMMUNICATION Low Quality ... High Quality (5.4) 0 Unanimous opinion 0 Current pack low quality because:- - it has been around a lom! time and not b - is a local pack 0 Health Warning is high quality because:- - Niew design suggests improved quality product 0 - Company may have reduced level of harmful chemicals Traditional ... Modern (5.4) ù Unanimous opinion 0 Health Warning pack is modern because Health Warning is new, and design is new (red 'Special Filter') ù Current pack is traditional because It is very familiar and has been around a long time "Yes, it is just like old and new. Pack J is nex, because of the Health Warning, and G is old because it has no Health Warning" Q;- BATCo document for Legal Services : Health Canada 19 October 1999 HEALTH WARNING - IMAGE COMMUNICATION Local ... International (5.6) Unanimous opinion 0 Health Warning pack is international because:- - comes from European Community/EEC directive - change of design looks more international - brighter and more attractive is not on conventional current local pack Ordinary ... Prestigious (5.3) 0 Unanimous opinion Health Warning pack is prestigious because:- - Pack is foreign - "anything foreign and imported nowadays Lv regarded a.,; prcvigiomv - New design is more attractive 0 Current pack is very ordinary as it is common, everyday pack - very familiar 4 C~ U7 BATCo document for Legal Services : Health Canada 19 October 1999 HEALTH WARNING - IMAGE COMMUNICATION Out of date ... Current (5.7) (Contemporary) ù Widespread (but not unanimous) opinion ù Health Warning is current:- New desicyn is more modern Health Warning is a new innovation 0 0 Current pack is out of date: - Beer around for a long time - Health Warning pack will replace old pack BUT 0 Current pack is current because:- It is presently available Health Warning not seen before - so may be old and out of date 0 U*1 BATCo document for Legal Services : Health Canada 19 October 1999 HEALTH WARNING - IMAGE COMMUNICATION Older .-. Younger (5-3) 0 Unanimous opinion 0 Health Warning pack is younger because: Pack is new to the market Pack design and Health Warning are new 0 A new product for new smokers and youna smokers Current pack is older because It is an old pack which has been around for a long time Older people more likely to ignore Health Warning or reject pack "an old man may not accept it (Health Warning pack) if you present it to him, he will ask you to give him the one he knowT " 0 4 BATCo document for Legal Services : Health Canada 19 October 1999 BAR CODE - IMAGE COMMUNICATION Feminine ... Masculine (5.7) Polarisation of opinions 0 Current is masculine because:- It is familiar, has been around for a long time Cigarette looks stronger/Bar code looks milder Current brand is smoked by men 0 Current is feminine because:- Does not look as strong Looks inferior (feminine) Women not concerned about status/effect of bar codes "women do not care to know dze difference" Absence of symbol looks "womanish" C.D U7 110 BATCo document for Legal Services : Health Canada 19 October 1999 BAR CODE - IMAGE COMMUNICATION Feminine ... Masculine (5.7) 0 Bar code is masculine because:- - Cigarette looks stronger "it loob~ more matured and strong" Cigarette looks superior "Belongs to realsmokers of Benson & Hedges" Bar code simply looks masculine. 0 Bar code is feminine because:- Looks like a milder cigarette Looks more attractive, fresher and feminine Looks foreign - foreign women smoke more 0 (-M CI, c:_- BATCo document for Legal Services : Health Canada 19 October 1999 BAR CODE - IMAGE COMMUNICATION Mild ... Strong (5.7) a Polarisation of opinions Current pack is stronger because:- Have experienced current brand and know it is a strong cigarette. Bar code can be mild "because I don't know an~ything about it". - It looks more local - "Local products are usually stronger - they are not well refined" - Low quality products are stronger, high qualit) are more mild. - New products are mild to encourage initial trial. I 1 0 Current pack is milder because:- - it is lower quality (and higher quality = strength) 40 - It is older - It is locallimitation BATCo document for Legal Services : Health Canada 19 October 1999 BAR CODE - IMAGE COMMUNICATION Mild ... Strong (5.7) Bar code is stronger because:- It is a new cigarette - It is foreign, and local tobacco is mild. - It is genuine tobacco and genuine Benson & Hedges - imitations are milder. I - Darker pack colour suggests a stronger cigarette. 0 Bar code is milder because:- Looks foreign - foreign cigarettes are milder It is new "'new things are supposed to have a mild effect on people to make them have an interest in it" Red 'Special Filter' looks more mild - Higher quality (quality = mild/refined) I CD CD BATCo document for Legal Services: Health Canada 19 October 1999 BAR CODE - IMAGE COMMUNICATION Serious ... Fun Loving (5.0) 0 Very mixed opinions 0 Current pack is serious because:- It is old and "I'm used to it" (familiarity) Older people know it - bar code is for youths + is therefore fun loving - "they will want to be Seer Vvidl it" it is a strong tasting cigarette. Black 'Special Filter' looks more serious. Bar code is more fun loving because "it can be used to show off at parties" and packaging is more attractive. 0 Current pack is fun loving because:- 0 - It is the regular, everyday common cigarette - Bar Code will replace it so current pack will not be taken seriously anymore - fun loving - It is not the 'real thing' so is not serious z - It is local and "taken for the fun of it" CD. C;1% ~--… BATCo document for Legal Services : Health Canada 19 October 1999 BAR CODE - IMAGE COMMUNICATION Serious ... Fun Loving (5.0) 0 Bar code pack is serious because:- - Genuine - "It is the real thing the Code makes it serious while pack G L5 taken for the fun of it" "It is the original Benson & Hedges" It is unusual and should be taken more seriously than old pack which "will not be considered seriously as the right pack" It is foreign 0 Bar code is fun Ioving because:- - Will appeal to youth who "will want to be seen with it" and will want to try it - Can be used to impress at parties/special occasions 0 I L;- C-3 BATCo document for Legal Services: Health Canada 19 October 1999 BAR CODE - IMAGE COMMUNICATION Formal ... Casual (5.1) 0 Most diversely perceived attribute 0 Current pack is casual because:- It is everyday, common, and seen/smoked everywhere "The old Benson & Hedges we used to know" It is not flashy "It lookv like something you can just tvw casually" Current pack is formal because:- - It is familiar and consumers are used to it. "The pack we know" 0 Bar code is casual because:- It is new and unusual Only see pack when travelling - so smoke casually Will want to smoke it all the time - so will become casual 0 Bar code pack is formal because:- Can take it to parties and special occasions. (.7i BATCo document for Legal Services : Health Canada 19 October 1999 i HEALTH WARNING - IMAGE COMMUNICATION Feminine ... Masculine (6.0) e Mixed opinions 0 Health Warning is feminine because:- Cigarettes look milder Pack looks softer and more attractive - red 'Special Filter' Pregnant women should be advised against smoking Health Warning is masculine because:- - Looks 'flashy " and "men like to show degrees of superiority - Cigarettes look stronger, health warning is stronger and language is harsh Current is feminine because:- It looks more neutral/is fading out Does not have 'tough' language 0 Current is masculine because:- - Cigarette looks stronger - Normal presentation that is smoked by men I (2- CD BATCo document for Legal Services: Health Canada 19 October 1999 HEALTH WARNING - IMAGE COMMUNICATION Mild .... Strong (5.7) 0 Mixed opinions 0 Health Warning pack is stronger because:- - Implies seriousness of smoking - A new product/new pack - manufacturer will have added something to make it stronger - It is a foreign product "90% offorcign products are strong" 0 0 Health Warning pack is milder because: - company has researched product and reduced strength because of dangers 0 Current pack is mild - from experience of smoking - therefore Health Warning is probably stronger. 0 Current pack is stronger because:- - It is local - From experience - Benson & Hedges is a strong cigarette U-1 CD CD U-. U-4 C% BATCo document for Legal Services : Health Canada 19 October 1999 HEALTH WARNING - IMAGE COMMUNICATION Serious ... Fun Loving (6.4) 0 Mixed opinions Current pack is Fun Loving because: Currently smoke it at parties It is 'for fun 10VCTS K1110 smoke for fun"; or peopie "who smoke for the ftin of it" (not concerned about a serious warning) Health Warning pack is serious because:- - Language/tone is serious - Waminiz about dangers is a serious issue Health Warning is fun loving because: May reduce amount of cigarette smoking Will be smoked by people who will not develop a strong smoking habit CD c:_- CI, cc- BATCo document for Legal Services : Health Canada 19 October 1999 HEALTH WARNING - IMAGE COMMUNICATION Formal ... CaSU21 (5-3) Mixed opinions Health Warning is formal because.- Can be taken to a special occasion Complies with standards Will buy it regularly (and buy current pack casually) It is uncommon and unusual 40 Health Warning is casual because:- - It is new and unusual Current pack is formal because:- - very familiar and seen on a regular basis 0 "It is old and gencral~y recognised" 9 Current pack is casual because:- Always smoke it - familiarity "%,c take it anywhere" It is local Not prestigious - can't take it to special occasions CD un C% \-C BATCo document for Legal Services : Health Canada 19 October 1999 Qualitative BAR CODE - EFFECT ON FEELINGS ABOUT BENSON & HEDGES CIGARETTES (1) 0 The majority - Bar code will enhance or generate positive feelings about Benson & Hedges - Quality product - Original/genuine - Security/confidence - International "It givcs me the inner satisfaction that one is taking the right thing. The code show,; irs original. "I will know that any time I am smoking Benson & Hcdges with this code, I know I am smoking the right thing - the original. " "It will make me feel important, polite, confidc.,ztly sociable and special .... I'd feel proud to display it for public recognition. " "It makes me feel proud of being associated K,Ztlz an international product along with international people. " 0 Some anticipated that a changed pack will indicate an improved product. U- BATCo document for Legal Services : Health Canada 19 October 1999 BAR CODE - EFFECT ON FEELINGS ABOUT BENSON & HEDGES CIGARETTES (2) 0 Minority - will not change feelings at all because: - Contents of pack are still the same - Bar code is irrelevant - buy cigrarettes not packaging 'As a smoker, anytime I want to smoke, I buy the type I know will be suZtabt'e for me. It doesn't matter whether there is a bar code or not. " 0 UN BATCo document for Legal Services : Health Canada 19 October 1999 Qualitative HEALTH WARNING - EFFECT ON FEELINGS ABOUT BENSON & HEDGES CIGARETTES 0 Rarely enhances positive feelings about Benson & Hedges but neither does it evoke much negative feeling. Most]), - perceptions do not change. 0 Do not change because:- are used to smoking and know dangers will simply ignore warning - "its- just advice, i,fl ~vant to smoke, I smoke, it is at my ovvn risk" OR denial - is for others and not self "It might not affect nq health, I have been smoking a long time" "I don't smoke excessively. 1tAzll make me n2aintain the rate at which I smoke. " 0 Positive feelings - shows manufacturers are serious minded, have consumers' health at heart and have standards 0 Negative feeling-, - slightly more reluctant to buy Benson & Hedges (Rothmans smokers) CD BATCo document for Legal Services : Health Canada 19 October 1999 0 0 CL 0 EFFECT OF FEATURES ON PURCHASING BENSON AND HEDGESIN FUTURE too - m MUCH MORE 02 fu Q OFTEN (5) 80 CO) SLIGHTLY MORE (D OFTEN (4) F NO DIFFERENCE CD 60 (3) 27 SLIGHTLY LESS CD OFTEN (2) X 40 27 MUCH LESS OFTEN (1) 0 0) 1 20 - te (10 0 0 ll-- r7zo~j m nn_ Bill lim 0 BAR CODE HEALTH WARNING BAR CODE & cr HEALTH WARNING CD MEAN SCORE 4.1 3.0 3.4 BASE: ALL (300) C.0 935/0007.SBV co lzl- z ~ S ~, 101 0 C3 EFFECT OF FEATURES ON PURCHASING BENSON & HEDGES IN FUTURE Regular Brand Benson & Rothma Hedges 145 155 % 070 Bar Code Much more often 53 54 Slightly more often 16 18 No difference 22 14 Slightly less often 4 6 Much less often 7 (Don't know) 2 1 Mean Score 4.2 4.1 Health Warning Much more often 26 20 Slightly more often 10 13 No difference 28 27 Slightly less often 19 25 Much less often is 15 Mean Score 3.1 3.0 0 Bar Code & Health Warning Much more often 41 30 Slightly more often 3 20 No difference 30 24 Slightly less often 13 12 Much iess often 13 15 Mean Score 3. S 3.4 (-r-, BATCo document for Legal Services : Health Canada 19 October 1999 [Qualitative BAR CODE - EFFECT ON SMOKING BENSON & HEDGES 0 Majority (including a1l Rothmans smokers) likely to smoke more Benson & Hedges - - High quality - International Genuine a Some - will make no difference - - Cigarette stick is still the same - Is only a pack device and is not related to cigarette quality - Is irrelevant 0 No claims to smoke less. BATCo document for Legal Services : Health Canada 19 October 1999 Qualitative BAR CODE - DIFFERENTIATION FROM OTHER BRANDS Vast majority - the Bar Code strongly differentiates Benson & Hedges from other brands of cigarette. Largely because it is unique and "No other brandT have it." clearly indicate-, B&H is "different" Enhances opinion of manufacturer - suggests they have researched product, are more "responsible and dependable", and that product is "registered and improved.' Also - is international and denotes original/genuine brand Minority - makes no difference as other brands also have bar codes. is on most imported products and has no role in cigarette quality. 0 CD U-1 C'N BATCo document for Legal Services : Health Canada 19 October 199.9 LQualitative HEALTH WAXNING - EFFECT ON SMOKING BENSON & HEDGES Current Benson & Hedges smokers - will not affect frequency/rate of smoking (majority) - know cigarettes are dangerous already or denial:- "The health warning is only for people who have heartflung problems and is certainly not for fi-ce health-minded ~mokers " 'Even before the health warning was introduced I have been smoking, and I know its dangerous to health " Minority - will think twice about smoking and may reduce intake Rothmans smokers - some likely to reduce their smoking of Benson & Hedges, although others - also denial "Once asmoker, always asmoker" "It's on~y a warning, it doesn't stop me from smoking" 0 CD BATCo document for Legal Services : Health Canada 19 October 1999 . I Qualitative HEALTH WARNING - DIFFERENTIATION FROM OTHER BRANDS 0 Majority - does differentiate Benson & Hedges because Other brands do not carry Health Warning 0 Enhances manufacturers image - - have concern for consumer - have researched product + agree with WHO 40 - have reduced damaging effects of their product producing a more reputable + genuine product - following a legal directive - have confidence in their product "It will make B&H a special brand o cigarettes since they f are not out for money alone. They want to educate people on the dangers of smoking" "It makes them look exceptional and shows- the genuineness of their products" "Other brands don't have warnings on because the producers are afi-aid that people m ight not buy their products" 0 Mnority - does not differentiate Benson & Hedges because other brands carry Health Warning - especially Marlboro. (Benson & Hedges smokers - Lagos) CD 0:~ BATCo document for Legal Services : Health Canada 19 October 1999 AWARENESS OF BAR CODES ON OTHER PRODUCTS 300 Aware 43 (1a gos 55, AB 53) Not aware 57 PRODUCTS SEEN ON Base: All aware 129 Any foreign/Imported 22 (esp. 18-25, 33%) - Cigarettes 7 - Toiletries 6 - Groceries 6 - Alcoholic drinks 5 Branded goods 17 - Groceries 9 - Toiletries 7 Unbranded Toiletries 29 Groceries 22 Cards/books/magazines 13. Electronic gadgets 12 Cigarettes 11 Tobacco 11 Cassettes/records/films/batteries 10 Clothing 9 U-4 BATCo document for Legal Services : Health Canada 19 October 1999 PERCEIVED REASONS FOR A BAR CODE 129 Shows product is foreign/imported/international 38 Shows product is genuine/original a Indicates quality 21 Is a trademark 19 Identifies product/batch number 18 Shows expiry date 13 To avoid imitations 7 To aid computer processing/technology 6 Shows date of manufacture 5 10 Base: All aware Of Bar Codes CD CD C~ C_- BATCo document for Legal Services : Health Canada 19 October 1999 AWARENESS OF HEALTH WARNINGS ON OTHER PRODUCTS 300 Aware 19 (Lagos 24 vs Kano 14) Not aware 81 PRODUCTS SEEN ON 57 Base: All aware % Any cigarettes 75 - Rothmans 32 - Marlboro 23 - Gold Leaf - Excel 7 - St. Moritz 7 - 555 5 - Dunhill 4 - Three Rings 4 - Target 4 Medicines/Drugs 23 Alcoholic drinks 4 U7 BATCo document for Legal Services : Health Canada 19 October 1999 PERCEIVED REASONS FOR A HEALTH WARNING 57 To warniinform smokers of dangers to health 68 To encourage people to stop/reduce smoking 19 Director from Ministry of Hcalth/WHO/Fed. Govt 16 Warn against use of a product 9 Legally binding for manufacture 9 Base: All aware,of Health Warnings Ob, 00 BATCo document for Legal Services : Health Canada 19 October 1999 SUMNL4LRY & CONCLUSIONS (1) 0 Awareness of Health Warnings currently at low level in Nig ria (c. P 1 20%) and chiefly associated with cigarettes & medicines/drugs. Awareness of bar codes at c. 50% - strong association with foreign/imported goods (& toiletries/groceries) 0 Bar code welcomed by virtually all (92%) as packaging innovation in Nigeria for cigarettes - communicates genuinefnon-fake' product (important for 61 . B&H) - confirms international heritage - improves pack aesthetics - perceived as a mark of product quality Health Warning receives a mixed reception - For some, suggests manufacturer concern for smokers and adherence to international demands re: consumer information - For others, seen as intimidating & an affront upon personal choice Image Communication - Both Bar Code Pack & Combination Pack succeed (equally) in outperforming 'Cur-rent' Pack on: Higher quality More international More prestigious More current (contemporary) More formal Younger Health Warning Pack outperforms Current Pack on_majorit.y of attributes but to lesser extent than 'Bar Code' pack variants. 9 Can therefore conclude that Bar Code is primary driving force to interest in pack and positive image enhancement "J7 BATCo document for Legal Services : Health Canada 19 October 1999 SUMMARY & CONCLUSIONS (2) Effect upon future purchasing intentions: Bar Code pack - prime motivator re future purchase interest significantly increasing claimed likelihood to purchase amongst both smoking sub-groups Current Pack Bar Code Pack 1 40 Total 56 77 Smokes: Benson & Hedges 60 79 Rothmans 52 7 55 (will definitely/probably buy in each pack) And, encourages 71% to claim increased purchase frequency over current purchasing behaviour. Health Warning Pack (solus) does not succeed in increasing purchase intent - except incidentally, in combination with Bar Code. Due to mixed response, however this is at a lesser level than Bar Code (solus). 0 U7 N- BATCo document for Legal Services : Health Canada 19 October 1999 RECOMMENDATIONS 0 It is recommended that the Bar Code only pack be developed for release in Nigeria (although Combination Pack still capable of enhancing brand image if Health Warning becomes a legal necessity). 0 Consumer response suggests that introduction of Bar Code is likely to have a significant effect on increased future purchase of Benson & Hedges (by those who buy in packs) and communicates an international, contemporary, modern product of high quality and prestige which will appeal to a younger smoker. 0 Moreover, a Bar Code succeeds in identifying Benson & Hedges as the genuine - product, giving consumers the confidence'to know they have not purchased a fake/imitation pack. 0 Given the predominance of stick purchasing in Nigeria - in order to capitalise. on enhanced image a bar code can communicate - would recommend the bar code is made very visible to consumers in any advertising or promotions. It may even be advisable to promote the new pack on its 'genuine' Bar Code feature as a means of helping to overcome the'Made in England' vs 'Made in Nigeria' concern which still strongly prevails in the minds of Nigerian smokers. CD U- BATCo document for Legal Services : Health Canada 19 October 1999