·_·__*·___~·· ·___I ~___ . \ ; · *·. ··. ·. · ......·.. ··. .·. P '' j .. I · " ··· ~ c "'' I· .. . -v·· ·~ · /· i ··: :~i~ ·~·· ·· ;~ : ~·: is ·~ · ·...:·... .J·:'····i .I::: . j " I~ ~·.·· t ·:. ?· I·' ·· '· .,. ·.·~~·· ~· ·· · · · · · ······:'··!(L"' .. . .·· ·IO ""'*:~"':~ '~f"'· · ·· .. i .i ;~ · I' ·~c~~ .. · '` ~ ·: "''" " r7:' ··: · · "· Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 MS&P PROJECTS STEREOIPHOENIX FINAL REPORT Prepared for: i ElhTX ~1 I I IHPERIAI TOBACCO LIMITED ~I~T*~ ) February, t985 WYu,l'*r k~I:J ~bf'id 4~a~i o ru L~R#FTING STR~TECM6 F14NNING,'X hladinl Alenue,NewlWn N'c~ I(X I!~ 12l~bK1;B) [V 0\ C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 "- TABLE OF CONTENTS 1. BACKGROUND ANO PURPOSE , Il. EXECUTIVE SUMMARY A, Implications ., 4 B, Conclusions ,, 5 iii, DETAILED FINOINCS A. Salient Attitudinal Dimensions 7 8( Brand Images ,,,,,,,,,,,,,,,., 16 i, Comparative Analysis ,,,,,,.,,, t7 2, Image Variations Depending Upon Brand Currently Smoked ...... 23 C, Brand Images Related To Strategic Positioning 31 i, Player's .,,,,.,,,........ 31 2, dunaurier ,,,,, ]8 O, Perceptions Of Current Advertising ,, ,, 42 i, player's ,. ,.,,,.,.., ~ 42 2. dunaurier .,,, 45 31 Export IIAIJ I I ) I ) I I I I I I I i i I 1 48 E. Actionable Implications 51 i. Player's a. Strategy ,, ,, ., 53 b, Tactics ,,,,,,,,,,,,.,. 56 2. dunaurier a. Strategy , ,,,.,, 61 bl Tactics ,,,,,,,,,,,,, 65 e, Packaging 67 APPENDICES A. Methodology 8. Pictorial Stimuli O Irl [L\ C I i bP B F~I:fSst I'c~~n'lil -- I, BACKCROUNO AND PURPOSE The current strategic positionings of both Player's and dunaurier can be traced back to the seventies, While each has certainly evolved over the years, management can clearly point to their origins dating back ten years or more, Changes in the environment (both social and competitive) have always been paid close attention to -- and that is the main reason for the refinements both brands have undergone over the years -- but now there is a feeling that current and impending changes require a thorough and dis- ciplined investigation, Furthermore, the reallzallon that the product category is very close to, if not already at, the maturity stage of its life cycle provided an addi· tional impetus for conducting the study reported here. During the early stages of problem definition, the focus was quite narrow; the investigation was supposed to look into today's meaning and relevance of masculinity (for Playerls) and of Mterlallmm (for dunaurier). But as disorsion progressed it became quite clear that all the various elements of positioning deserve equal attention, C: I i I; P·B F-r!r!r:!-f3 St I'CTi:D'II1~ Finally, the objectives of the study evolved to: i, Identifying the perceptual dimensions elicited by various pictor- ial stimuli depicting: - current Player's 1 dunaurier and Export "A" advert i s i ng themer i other values that may be operating in the young market, 2. Exploring recent changes in salient values in the young market, j, Understanding precisely what is being communicated by the Player's and dunaurier advertising, I. Examining the possible effects on Player's of what appears to be a shift in the Export "A" advertising strategy, In addition to these overall objectives, the current investigation also probed for any negative reactions to the duHaurier package, To properly meet these objectives, it was decided to start out with a large·scale qualitative investigation based upon the Repertory Grid tech- nigue, Appendix A d iscusses the technique in some deta ii, For now it will suffice to ray that the entire effort was predicated upon influencing respondents as 1 i t t i e as poss ible duri ng i ntervi ews, The Repertory Grid Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Technique and all the other procedures used during interviewing were selec- ted because of their ability to elicit maximum information while putting very few words in respondents' mouths, In total, 103 interviews were conducted with a sample of young respondents selected so as to represent as accurately as possible the sexlage, regional, and the brand composition of player's and duHautier, interviews were con· ducted in toronto, Calgary and Hatifax among Engltsh·speaking consumers, While all the caveats that pertain to qualitative ·- versus quantitative -- research apply here, it is felt that the size of the sample, the quality of interviewing, and the efforts made to replicate the target market in the sample justify the generalizations offered in the body of the report, C I i I;P D F~I:f wt I'c~wl ii II, EXECUTIVE SOHHARY A. Implications a Consumer perceptions of Player's and dunaurier reflect quite accu· rarely the two brands' strategic positioning as expressed during the last decade of advertising programs, I Player's Filter and Player's Lights have developed slightly diffcr· ent images over the years~ a Player's positioning offers considerable "elbow room" for strategic flexibility which may be required to counteract competitive pressure (possibly from Export "A"), Self-reliance seems to offer good opportunities for extending the positioning of Player's, a Execut ionally, dunaurier should cent tnue to experiment Hi th mixing attai nable and aspi rat ional Isymbol i c mater ial i sm, Q h) ClibPBF~I~ 8. Conclusions Player's Player's Filter has a considerably softer masculine image than Export "A" which carries masculinity to an extreme, I Freedom and independence are at the care of Player's positioning, Self·reliance is indicated by consumers as an added dimension that provides a logical extension of freedom and independence and makes the two more relevant, a Player's Lights 15 distinguished from Player's Filter by being more casual and playful, At the same time, Player's Lights is also com- petitive, The Player's Filter image acknowledges and accommodates women. The Player's Lights image actually incorporates women, the Export "A" image excludes women, I Player's Lights is more middle to upper class than Player's filter, O Cz~ dunaurier a duHaurier is aspirational and focusing on the future, career oppor· Eunities, success, and materialism as an acceptable component of that lifestyle, dunaurier provides a solid anchor for those who are still (social) climbing as well as for those Hho are already at the top, ( The brand represents both attainable and symbolic materialism images. Doth are useful in conveying the desired overall positioning, O [V \O IV CIJ 03 III, DETA ILED FINDINGS A. Salient Attitudinal Dimensions \Jhen exposed to the large variety of pictorial stimulation provided during a one·hour interview, consumers offer a very extensive vocabu· lary of dimensions to describe the differences and similarities between photographs, Some dimensions are superficial and obvious, e,g,, references to color, outdoors versus indoors, single people versus couples or groups, men venus women, etc,l others are very revealing, insightful and rich in material that is available for far deeper interpretation, The four figures in this section sumatize the dimensions offered by consumers. They are grouped into four categories reflecting the fcel· ing that when confronted with lift·stlle depicting stimuli, young peo- ple tend to organize the world around them in terms of: i. Activities II. Accomplishments III. Self·lmage IV. Relationships Clit; PDF -!::!!::!!::!, f3StlC, i: nill ---ce In so far as activities are concerned (Figure i), the emerging under- lying dimension focuses on the perception of excitement v~sus pesce· fulness. Both ends of this continuum are described in terms of si~ua· tiona! variables, e.g,, going with or against nature, as well as p~r· sonal cha~acter variables, e.g,, taking foolish risks versus applying skill and knowning exactly what one is doing. It follows from this that situations that portray "going with nature" are inherently more peaceful and relaxing than situations that put people in competition with nature. This finding has important creative implications. It suggests, for instance, that if the strategy calls for cMmoonicating excitement, a scene that pits men "against" nature would accomplish that most effectively. Here importantly, the specific grouping of elements under the general heading of activities in Figure 1 suggests that when consumers are faced with the kinds of stimuli that are prevalent in cigarette adwr- tising, they are "looking for" messages of peacefulness or excitement. Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~cCCC' FIGURE 1 ATT ITUO INAL OIHEHSIONS I, ACTIVITIES COINt AGAINST NATURE VERSUS GOING WITH NATURE NOV ICEITAK ING FOOLISH RISK VERSUS COHCENTMtlONISKILL STRENUOUS ACtIVITYIKEEPINC BUSY VERSUS PASSIVITYIRELAXATION EXCITING VERSUS PEACEFUL O N IzJ Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Considering the age range of the consumers studied here, it is not sur· prising that accomplishment is an important concern to them. At this age (under 25) many peaple are still struggling with the Ib'ng-term rewards of success versus the short-term attraction of freedom from comm i tment and respons ib i 1 i ty, Figure 2 highlights the conflict almost to an extreme, People seem to realize that "striving" is hard work, They also give evidence of the fact that "materiaiism' is perhaps a lot more subtle than we think, For instance, materialism can be either shown ·· as by owning many things ·- or implied ·· as by owning fewer things but of high quality, In this context one has to wonder how much materialism is actually shown in the Yacht Cq!e (dunaurler advertising) and how much is being implied in the eyes of the consumer, Further, one may question how much should the advertising show or Imply when targeting the under 25 group, In any event, one thing is coming through very clearly, and that is that there people do not sea to question the necessity of accomplish· ing, striving and trying, ihey seem to accept that as an established objective, The dimensions they select only suggest differences with regard to strategies or tactics in the pursuit of the goal, Clit; PDF -!::!!::!!::!.f3 StlC.i: nill c FIGURE 2 ATTITUDINAL DIMENSIONS II. ACCOMPLISHMENTS STRIVE TO ACCOMPLISH VERSUS ALREADY ACCOMPLISHED NOt TIED DOWN VERSUS CORM ITHEN'T WINNINE THINGS VERSUS EARNING THINGS ~TER IAL ISH SHOWN VERSUS HATER IAL ISn IMPLIED QUALITY OF LIFE i VERSUS QUALITY OF LIFE · FEW THINGS MANY THINGS Of HIGH QUALITY 13 U The third group of dimensions, self-image, moves inward toward the con· sumer's private world, Here one sees further evidence of the concern with being successful and the ways of getting there. Figure 3 suggests that a preferred view of access is one that can deliver the rewards or success without putting too much pressure and without altering too much the adolescent-[ype of environment that preceded the caait~nent to job, profession, career, etc, The composite self·image that is coPing through ·- success within a care·free atmosphere ·· is probably best Illustrated by Surfboard Jeeq ~e~, a Playerls Light type of execution which shows people who are taking time off from the pursuit of their goals to satisfy their other needs. The emerging self-image is l'carefrer, se)f·assured and successful," All of these are associated with a softer masculine look than the "Racho" image of an earlier generation, The hard and rugged look is not totally out it is certainly not obsolete, the interesting thing about the newly emerging self·imaget among the young is their range compared to the boxed·in, one·and-only·one, no-deviations·permitted look of the macho figure, furthermore, while the macho figure permits Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 -- _IL~-C FIGURE 3 AfT ITUDINAL DIMENSIONS II I. SELF-IMAGE PRESSVRESIWORRIESI VERSUS CAREFREE RESPONSIBILITIES RUGGEDIHARO LOOKI VERSUS SOFT LOOK/MANLY BUT MACHO LOOK NOf MACHO VORRIIO UHRT PEOPLE'THIWK YWUI IILF-ASIURIO NOT SUCCESSFUL VERSUS SUCCESSFUL Q N \0 IV Isl U1 no individual differences -- it demands total conformity -· the softer look allows a lot more people to see themselves as part of the group rather than feel outcast, It is this sense of belonging and of being accepted that player's and dunaurier must be very careful to always reinforce, Finally, the pictorials used In this research and, indeed, the pictor· ials representing current advertising in general lend themselves to classification focusing on the gender and number of the people shown, It is cxtrcmcly interesting that the relationlhip! dimension tin Figure 4) talk mostly in terms of sharing as the key to affection and intimacy, As mentioned earlier, the young age of the subjects has a lot to do with what they see. ~Their view of the world directs our attention to this re-emerging emphasis on affection without the fear of being hurt, on sharing as a means to fighting failure, and on helping each other as a vehicle for interaction, Advertisers should be mindful of this concern of young people; it gives them considerable creative latitude if they wish to penetrate the younger generation's realm of concerns. In Jwrrary, the four underlying dimensions uncovered hew can help one better understand the direction in which the target market: is moving in so far as values and perceptions are concerned. That knowledge can help not only in designing effective advertising strategies and Focused executions, but also in updating image measurements that ate currently being used by the company. O Clil;PDF - !::!!::!!::!.f3stlerfBI1'1 FIGURE 4 ATTITUDINAL OIHENSIONS IV, RELATIONSHIPS COUPLES VERSUS HIXEO GROUPS HELPING EACH OTHER/SHARING VERSUS TOGETHER BUT NOT IN'IERACTINC AFFECTIONIINtlHACY VERSUS HOf TOUCHIHCIOIStANT O Ch~ Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 B, Brand Images The pripary interest in this section if to describe the current brand inager of Player's and duHaurier, In the course of interviewing, it was determined that the most productive way of getting at those images was by having conrperr address the issue indirectly, that is, through sorting of pictorials across several brands rather than discussing each brand individually, The resulting profiling is discussed in the first subsection which deals with pairs of brands that were judged by consumers to be closest to each other: Export "A" versus player's Filter - player's Filter versus Player's Lights - Player's Lights versus dunaurier Fellewing a discussion of the camonalitiel and differences between the three pairs of brands, the second subsection takes up each brand separ· ately but looks at it from the point of view of its own smokers versus the smokers of the other brands, that analysis was undertaken to pro- vide additional insights into competitive barriers to comnunication. Clit; PDF -!::!!::!!::!.f3 StlC.i: OI·i~ i, Comparative Analysis As can be seen in Figure 5, the ccnrmn ground shared by Exbbrt 11A" and Player's filter is lone masculinity in the context of outdoor, physi- cal activi ty, however, Export "A" is a lot more extreme in i ts per- ceptions than Player's Filter, Export "A" pulls toward loneliness, ruggedness, and working class. By comparison, Player's Filter presents a considerably softer masculine image. The impression conveyed by this comparison is that Export "A" is 4i~e~4~'" a St'0"9 Sfe'eotypical image, while player's Filter is appre· eiably freer and rore independent, Both are strong-willed bur for dif· ferent reasons, and they got where they are via different routes. Player's Filter got there by choice; with regard to Export "A" there is a lingering suspicion that a lot less personal choice had been involved, Although both images serve real needs of the young market, Player's Filter is a more adult alternative than Export "A" in that the latter cannot yet deal with women while the former "can get along with women" and is "okay to show Feelings," The commonalities between the two Player's strengths focus on the ~f: doors and the iroage of independence. The independence motif is well Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ·· · ··----- FIGURE S BRAND IMAGES EXPORT "A" VERSUS PLAYER'S FILTER COHMONAl ITIES · STRONG HEN · w\scalNE/~N1Y · fOUGHIHARDY · ALONE - OITDOORSIFRESH AIR · PHYSICAL EFFORT/NOT ATHLETES EXPORT "A" PLAYER'S FILTER - LONER - ALONE, BUT NOf LONERICHODSE fO BE ALONE - IIACHO/RUGGEO STERN FACES - MASCULINE/SOFTER HAN · CAN'T SHOW FEELINGS · OKAY TO SHOW FEELINGS/MORE SENSITIVE MALE · NO WOMEN · CAN GET ALONG WITH WOMEN - WORKING CLASSITRUCK ORIVERI · NOT WORKING CLASSIBETTER JOB/ BLUE COLLAR STEADY WORKER · DAREDEVIL - ADVENTUROUSITRY NEW THINGS - DOESN'T CARE ABOUT SOCIETY · INDEPENoENT/sTRoNC·WlllE0100 OUN fHINC O rC) O C: I i I; P D F--·!::!r:!·!:!t3 stl c:r:n m rooted into the Player's image, but as can be seen in Figure 6, the image is not readily rranslatable into many tangible elements.~~lndc- pendence is a feeling ·· mostly connected with energy and activities taking place outdoors ·· but F,re difficult to express in terms of feelings, The differences between player's filter and Player's Lights are quite enlightening. Player's Filter 15 simply more masculine than Player's light, and more intense, Player's Lights spontaneously links to casual and playful feelings and therein seems to lie its point of intra·brand differentiation, Finally, in comparing Player's Lights and dunaurier, one finds that higher soeialelasr provides an acceptable common ground. Both brands connote casual and relaxed feelings, although the people associated with the brands are seen as energetic. It is important to stress at this point that relaxarion is rot necessarily equated with passivity in consumers' minds, There is really no contradiction between the two, as we probably know from our own observations of people at work or at play, O FIGURE b BRAND IMAGES PLAYER'S FILTER VERSUS PLAYER'S LIGHTS COMONAL ITIES OUTDOORS - UATERISAI1INGIBLE - ABIVEIENERGETI[ - INDEPENDENT PLAYER'S FILTER PLAYER'S LIGHTS - LONE I~ENlnALE GROUP - CROUPSICOED EROUPSIPARTNERS ·INTEHSEIPROfESS IONAL - CASUAL/PLAYFUL MASCULINE HALES · NOT MACHO MLESISOFT HALES d IrJ Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 The conpdrisPn of Player's Lights and dunaurier brings nut some real differmce~ between the two trade~narks. for instance, while_Player's Lights is experiential in that it is concerned with here and now, dunaurier is mure aspirational, focusing on the future. Player's Lights has an ia~age of start and bright and an attitude that focuses on affordable pleasures that do not require sacrifice. dunaurier, on the other hand, communicates better education and an awareness of the sacrifices required to reach long·ttnn goals. The absence of children is duly noted in this context, While the two brands conmunicar~ a relaxed feeling quite vividly, rub· jects are capable of Ipaking fine distinctions between them in this con· text, Player's Lights are referred to as cool; dulburier as aellaw. Given the connotations of the two terms in comn~n parlancl, it is easy to lee how accurately the two words capture the perceptual differences between the two brands, Clit; PD F~-~::l~::a::l-f~a·~tl e?on 19il FIGURE 7 BRA#O IHACES PLAYER'S LIGHTS VERSUS IUHAVRIER CDMIONAL IflES - H1D01E TO UPPER CLASS · ENERGETIC PEOPLE · CASUAL/RELAXED · SOFTER HALES · HEN AND uonEN SOCIALIZING PLAYER'S LIGHTS duHAURIEfl - EXPER I ENT IAL -ASPIRATIDNAL - HERE ANO NOU · F~IURE - PHYSICALLY ACTIVE RELAXATION - PASSIVE RELAXATlON (CAR NOT MOVING) - SE1PRTIBRIGHT ·PREPPY/UNIVERS ItY - LOOSELY DEFINED COUPLESISINGLESI - ESTABLISHED COUPLES GROUPS AMBIGUOUS - NO SACRIFICE/AFFORDABLE PLEASURES - SACRIFICE 10 REACH COAL (E.C., NO CHILDREN) - COOL · ALLOU O W 03 2. image Variations Deocnd~g Upon Bland currently Smoked Ar one wiluid expect, bnnd images are colored by connanerrl re~lar brand, and as Figures a to 11 indicate, differences are not always negligible, A thorough analysis of these differences is very helpful improving our understanding of what different smokers are really looking for in the brands they smoke and the reasons for rejecting competing brands; providing useful creative guidelines for those cases when the advertising strategy of either one of the two ITL brands calls for targeting to smokers of specific competing brands io illustrate the last point, let us assume that player's Filter were interested in capturing Export "A" smokers. Although there are many image similarities between the two brands, which should make it rela- tively easy for player's td address Export "A" smokers, the campaign would probably meet a great deal of resistance if it did not address Export "A" sn~3kersl self·in~age of showing off, being extremists, and not bei pi i as old~slpr~i~r smokers hjnkof_t~of thFe1,, CI I:PDF -\:11II::! fasiio.;:om -· Readers are encouraged to study the data in this section for their own particular needs. In our opinion, Figures 8·11 would be very useful as a general reference whenever the competitive perspective issue comes up~ However, before leaving this topic, we would like to explore one more illustration of the potential use of the data, Figure 1D describes the vicar held by smokers of various brands, including Player's Lights, about the brand. Comparing across brands slnoked, it is very interesting to note the major difference between player's Lights smokers and their counterparts: While everybody sees Player's Lights as playful, casual, etc., only Player's Lights smokers extend playfulness and energy to ~ne~li and concern H/th accDmpl ishnent. ~his difference is significant. It suggests that, in addition to every· thing He know about the brand, Plaver's Lights satisfies a specific need of its smokers: the need to see themselves actively involved in the pursuit of their personal accomplishment goals, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 FIGURE 8 EXPORT "A" AS SEEN BY SMOKERS OF: EXPORT"R" J..PLAYER'SFIIIER PU\YER'S I[GHTS ~DUIVIURIER -MACHO - MACHO - MACHO - RUGGED - RUGGED · RUGGED - STRONG FACES - STERN FACES - ROUGH · ROUGH STYLE · SOUCHIHARDY .TOUCH CUYS/IOUP · TOUGH nENIAns GUY LOOK TOUCH - TRUCK DRIVERS/ - TRUCK DRIVERS1 - TRUCK DRIVERS - WORKING CLASS1 COWBOY COWBOY OLDER BLUE COLLAR - fENSIONIStRESS - HARD JOBS/ROUGH ]N JOBS 'IASKS/PHYS I CAL WORK - ROUGHNECKSI . HARD ROCKS1 - ARROGANI/ - DOESN'T 1ET REBELS1 REBELS1 ROUGH ANYONE PUSH ROUD~ SWEARING HIH AROUNO · OUTOOORS ·OUt00ORS -OUTOOORS - SINGLE GUYS - ALONE · SINGLE RENI ~onERsloow'T FIT IN CROWD (CONt INUEO) Q N CEJ 03 C: I i I; P DF---!::b!::I~!::!·f·;i~~·t·l e:en I1;I 26. FIGURE B (CONTINUED) EXPORT "A" AS SEEN BY SMOKERS OF: EXPORT "A" PLAYER'S FILTER PLIYER'S LIGKIS ouMAUilIER · HOT SO · OLD · OLDER HEN - OLDER BLUE SUCCESSFUL 1 COLLAR · STICK WITH 1'1 · ACTS COOL ' OVERWEIGHT nEN · RAUN[HY · EXfREnlSTS/OO - SHOW OFF · SAME HABITSI · NOt CLOSE TO If ALL THE DON'T TRY FRIENDS WAY NEW THINGS · EASY COnEl · CONSERVATIVE ' STRONG AND 50110 EASY GO Q N O n, w oo 03 FIGURE g PLAYER'S FILTER AS SEEN 8Y SMOKERS OF: EXPORT'A" I PLAYER'S FILT~R I PUIYEA'S LIGHTS _ DUI%URIER · LIUIIEI · STRONe nEN ·~UHLI ·II\ICULINI STRONG - SOFTER HEN - RUGGED 'HOT RUGGED · MORE RUGGED (BETUEEN EXPORT AND duHAURIER) - OUTDOORS/FRESH - OUTDOORS · OUTDOORS - MORE AOVEN· - AOVENTVROVS - ADVENTUROUS/ tUROUS/TAKES TRY SOMETHING CHANCES NEW · DMANOIRG . PHYSICAL EFFORT/J · EHER6ETICIACTIVE ACTIVITIES WORK THE BDDY · NOT INTO FITNESS BUT ACTIVE - INDIVIDUALSl . 00 WHAT ~HEY · INOEPENDENT/ · ]NOEPENDENT KNOWS WHAT HE LIRE BEST STRONG-WILLED WANTS/DO OWN THINGIPURSUE OWN GOALS (CDNTINUEO) O hi N W 03 C: I i I; P D F - i::!!::!!::! .f 35t I C, i: D Ill FIGURE 9 (EONTI~UEO) PLAYER'S FILTER `AS SEEN BY SMOKERS OF: EXPORT "A" IPLAYER'S FILTER I PLAYER'S LIGHTS DUBAURIER - MIDDLE OF THE · NOf OFFICE JOBS · MIDDLE CLASS · NOt WORKING CLASS ROAD - MORE SUCCESSFUL · ECCENTRIC/ .NOT SOCIABLE/ - OUTGOING THAN EXPORT DIFFERENT FEW CLOSE "A" TYPE OF PEOPLE FRIENDS · COMPETITIVE · CET AWAY FROM CITY - SEA · BLUE O TV TV CJ O Clit; PD F--·r:!r:!r:!·fil ~t~rcr;: n'lil FIGURE 10 PLAYER' S LIGHTS AS SEEN BY SMOKERS OF: _ EXPORT'A" PLAYER'S FIL'IER IPLYER'S LIGHTS I OMUII[ER GUYS ANO CIRLS/ · PARtlES/BARS/ · MIXED COMPANY · PARTYERS SOCIAB1EI HAVE COO0 TIME COUPLES · WATER/SAILING - NATURE/OPEN AIR I - SAlLlNGIOUTOOORS · POPULAR BRAND · POPULAR BRAND · COULD BE - ACTIVE/ENERGETIC · ACTIDN·ORIENTEOI PHYSICALLY CO GETTERS ACTIVE · CASUALIP1AYFULI · EASY GOING/MOT RELAXED TENSE ABOUT HONEY · FREEISINCLE · SINGLES · INDEPENDENT - CLEAN FUN - EXPERIENCEO/ BEEN AROUND - ACCOHPLISHnEH~ · BUSY/GO A LOT OF DIFFERENT THINGS - COMPETITIVENESS · WEALTHY · SLIM/NO WEIGHT PROBLEMS - NOf HEALTH NUTS · IHPULSIVEI~OT - HIOD1EIUPPER HELD BACK CLASS · HEW STYLES · FLIRTY - FANCIER O · HOR~ MAKEUP n, · NOT TOO MACHO ~D h) W '0 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 FIGURE 11 duld9VRI ER AS SEEN BY SMOKERS OF: EXPORT"A~ PLAYER'S FILTEA PLAYER'S LIGHTS DUI~URIER · HELLOV · MELLOW · LIGHTER TOUCH - LAID BACK/EASY - MIDDLE OF tHE · LAID BACK/ GOINCKAREFREE fiOAOIAVERAGE RELAXED · CLASSYIMORE - CLASSY CLASS - PREPPY - SOCIAL CLIMBERS - HGtERIA1ISIICI - UEll·TO·00 · ESTABLISHEOI SUCCESS SNOBS/RICH SUCCESSFUL ORIENTED KIOS · SOPHISflCAtEOI - SOPH I St I GATED DRINKS UINE/ SCOTCH · INTO NEWEST FAGS - YOUNG, STYLISH PEOPLE - MORE SOCIALIEASY - SOCIALIGROUPSI · POPULAR IN A TO GET ALONG OUTGOING GROUP VItH · BUSINESS'IYPES · CAREER ORIENtEOI - BUSINESS TYPES · MANLY IMAGE WITH IIIGH PRESSURE FEM ININE TOUCH JO8 3 N CIJ \D h) C, Brand Images Related To Strategic Positioning ma *a th Pf iql bll ~LNII11/ in dir I(lldy pmitl a ro~pllll analysis in which images of Player's and dullauricr are compared to the main elements of their respective positioning, Before going into details, it is worth remembering that the ensuing discussion is based solely on sorting a 1arge set of pictoriats, none of which carried any trademark identification, For that reason we My think of the results as probably the "purest," and thus the most reveal- ing that one can obtain, i, Player's As can be seen in Figure 12, the principal positioning elements of Player's are: - masculine - youthful · freedom and independence - physical activity · adventurelchallenge ~ hi Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Scne of there elenentr are truly poriticning, i,e., strategic in character, while others are Rare executional, i,e,, tactical, For instance, "freedp and indepcndeocc" should be considered strategic while "physical activity" tends to be Rare tactical, However, they are ail included here in order to capture the Whale spectrum of llnage components associated with the brand, figure 12 can be swrmarired in three general conclusions: Image perceptions of the Player's trademark reflect quite accurately the intended positioning, Player's Filter and Player's Lights have s~ighrly different images compared to the overall positioning implied in the strategy, Conrunrr attribute to Player's joci~i~a_r~laE~l~!siics) that are not addressed specifically in the positioning statements, let us turn now to specific positioning elements to evaluate the trademark's delivery, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Harcutinity. Player's conveys masculinity very clearly. Be image is generally softer than that of Export "A" and permits a great deal of executional latitude in that the men associated with flayer's are seen as interacting freely with women. This is an important observation for two reasons: - Emphasis on masculinity of ten carries the subject so far that the e~erging image is seen as not being able to relate to women at all, The broader the range of masculinity associated with the brand, the easier it is to adapt it to changing public perceptions of masculinity, in a very good position to take advantage of emerging Player's is interpretations of masculinity .. scnrmhat softer than the pure macho image of several decades ago and Including Increasing amounts of self-reliance as a supporting dimension. It can do so by rxtcnd- ing it to situations involving women, If that is judged to be useful in strengthening the brand's comnuniotien, And, of course, by addressing the issue of self-reliance head·on. Youthfulness. The absence of this positioning element from eonsum- err' repertorl is Mt surprising at all considering that ail the subjects were Young themselves, To them it was self-evident that the brand has a young image and not worthy of even mentioning it. As was pointed cut in the comparative image section, age becomes a factor only wha cwnparing Playerls with Export "R~" Freedom And Indepenlence, rhesL two attributer are at the core of the Flayer's positioning. Interestingly, both are perceived in the context of free choice. That is, when pictorials of single men in various situations are associated with Piayer's, consumers tend to emphasize that there people hale actually chosen to be alone rather than having little or no control over their fate. furthermore, fret choice seems to connect with another character· istic imputed to the brand, namlly, Itrong·willed, Taken together one can visuali2C a Complete string of images: alone 3 choice -) taking care of oneself 3 freedom 3 independence CI I:PDF ·\:11II::, f3siio.;:om ~-ccc~ Physical Activity. Wot surprisingly, the consistency of Player's advertising over time conjurer up images of physical activity carried our outdoors. At the same time, it is important to realize how congruent this dimension is with the Player's perception of masculinity in that even though it is physical, the activities are not perceived in the extreme. Consumers attribute to the Player's image an energetic, active, and yet relaxed and not "proferrional athlete" type of activity. The relative softness of the activity goes hand in hand with the non· threatening male image, Together they allow a dimension of play· fulness that is quite useful in that it permits many degrees of freedom, Adventure/Cha Ilenqe, The image of player's on this dimension tein· forces much of what has been said earlier regarding positioning latitude, It should be noted that "trylng new things" Is a very positive corollary to adventure. On the one hand, it excludes risk taking behavior for the sake of risk alone, while on the other hand, it adds a dimension of progressivenesr and "intelligent" risk taking, In short, most any brand would like to be associated with the ability to try new things as long as its positioning is not totally-anchored in traditionalism, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Finally, while the brand's positioning strategy does not make any mention of social class, consumers are freely making comments about it when confronted with pictorial stimuli. Generally, Player's is perceived as having at least a better job than Expert "A" and, typically, as not being a Ikorking class," During this investigation, it was possible to collect image·related information separately for Player's Filter and Player's Lights, When compared to the trademark strategic positioning, we can detect interesting differences between the two levels of strength: · Player's lights is more readily associated with women than Player's Filter, either alone or in close proximity with men, Player's Filter accommodates and acknowledges women; Player's Lights actually incorporates women, · Player's Lights Is more experiential and more casual than Player's Filter, · At the same time, Player's Lights conveys competitiveness quite comfortably; Player's Filter goes only so far as to admit enthusiasm for trying new things. - Player's Lights is decidedly more middle to upper Glass than Player's filter, In sun~Mry, Player's Lights has a far more middle of the road image than Player's Fitter regardless of dimension. O Clil;PDF - !:a:al:L.f3stl~C.~i:Ol~;l · FIGURE 12 PLAYER'S BRAND IMAGE POSITIONING ELERENTZ PLAYER'S FILTER PLAYER'S LIGHTS MASCULINE STRONG HEN eROUPSICOEO CROUPS/ PARTNERSISINGLE MASCULINE/MANLY/ SOFTER (THAN EXPORT) NOT HACHOISOFT SENSITIVE/OKAY tO SHOV FEELINGS CAN GEf ALONG VlfH VOHEN YOUTHFUL FREEDOM AND ALONE, BUT NOT IONELY/ INDEPENDENCE CHOOSE TO BE ALONE INOEPENOENT/STRONC. INDEPENDENT UlllE0/0O OVN THING EXPERIENTIAL PHYS ICAL ACTIVITY PHYSICAL EFFORT/NOT ACTIVEIENERGETICI ATHLETES RELAXATION DITDOORlFRESH AIR OUTDOOR CASUALIPLAYFVI AOVENTUREICHALIENGE ADVENTUROUSITRYING COMPETITIVE HEV THINGS UAPERISA IIINC18LUE 1_3.·..·--··.·.-.·e·.··.·········I·······1··1···.···.·.1.1-··~1·~······11······· NOt VORKINC CLASSI MIDDLE TO UPPER CLASS BETTER JOB/STEADY NO SACRIFICEIAFFORD- UORKER ABLE PLEASURE COOL ~3 I~ Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 2, duHaurier The principal dundurier positioning dinenslonr are ~II rerv;d by perceptions. Contenporarv Class. Consumers describe duHaurier as sophisticated ·- in the spirit of drinking wine and scotch rather than beer -· and as belonging to the niddlelupper class. it is seen as not only having had a university education but as sharing a preppy Image which connores genuine embracing and feeling comfortable with that way of life. lo top it off, the overall attitudinal outlook associated with those elements is a future orientation. Higher social classes are generally distinguished, in theory, by their concern with the future -· versus focusing on immediate gratification ·- and it is heartening to see that empirical observations support theory in this ease. Contemporariness could be a two·edged sword. On the positive ride, it conveys a future orientation, while on the negative side, it may clnvey trendincss that has no solid roots and which can be easily discarded as soon as the trend had run its course. Fortunately, there is no evidence in this research of any negative effects. Quite the contrary, the future orientation is anchored quite solidly into other dimensions as discussed later. Liierty!e. In spite of the high pressure jobs that Ire associated with the brand, perceptions are very cleat with regard to the gen- e,al lifstyle, It is described as casual, relaxed, and mellow. One almost feels that duMatlrier is used to complement that li~e· style. Furthern,re, those three uordr ·· casual, relaxed, mellow ·· are ideal attributes for alwst any tobacco product. Rr,intioRallStriving. dunaurier wmnunicater very accurately the "arpiration" nessage intended for it· High pressure jabr go hand · in hand with social cliabing~ Uhi)e some may Jee high pressure work situations as basically negative and detrimental, one can also see how career pursuit necessarily involves high pressure. in that context, it appears that people see the two positively related. almost as providing a lelf-seleetion criterion. That is, those who enjoy climbing must also enjoy high pressure, C: I i I; P·B F~r~ ~·I r:!:f 3 St I@Ti:D'I ii `TastefollAttainable Haterialjsm. This dimension ties directly into the pursuit of life goals (succesS) and is viewed positively as both a sign of success and as a recognition badge. The insight provided by consumers into the need to "sacrifice to reach goals" is most interesting. First, it is a real insight, Second, it puts dullaurier in the enviable position of delivering symbolism that is generally in short supply, i,e., recognition for affi liation with a cause that comnunicates: rat iona 1 behavior, long-term conrnitment, trying but not necessarily having achieved it yet, etc, dunaorier is seen as both the ends (accomplishments) and the means to the accomplishment of long-term goals. Thus, it fits both climbers and those who are already "on the top." In some ways it is a necessary symbol to possess once one has publicly declared one's intention to climb the success ladder, Finally, although not part of the formal positioning, dunaurier has a strong feminine image dimension that is superimposed on its maS· culinity, It is not fainine; it Is masculine with a grain of femi· ninity. Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 FIGURE 13 / ~~~~ IUHAUR I ER POSITIONING ELEMENTS BRAND IMAGE CONTEMPORARY CLASS FUTURE (OAIEHTATION) PREPPY/UNIVERSITY MIOOLEIUPPER CLASS SOPHISTICATED (VINE AND SCOTCH) LIFESTYLE PASSIVE RELAXAtlON ESfAB1ISHEO COUPLES nELLoWICAsvALIREIAXEo ASPI RAT I ONALISTRIV I NC SOCIAL CLIMBERS CAREER ORIENTEOIHIGH PRESSURE JOBS SOCIAL TASTEFUL, ATTAIN- AB1E MATERIALISM SACRIFICE TO REACH COALS SUCCESSFUL MACER I AL I St I C/SUC CE SS OR I ENTED SOFTER HALES REN AND VOIZEN SOCIALIZING MANLY IMAGE VITH FEMININE tOVCH O G\ \D O W C: I i I; P B F·-r! rl il:f 3'j t I~CTi:i3`lil O. Perceptions Df current Adver~isj~g Although never identified as such during the curse of interviews, some of the pictorial stimuli were taken direcrly from current and recent advertising campaigns of Playerll, dunaurier and Export "A," Subjects had many opportunities to discuss the various pictorials in the inrer· views and also to sort the~n into brand designalicns in very unobtrusive and non-threatening ways, The remarks in this section of the report are bared on those data, The purpose of this analysis is to exanine in detail the executional values of current pictorials and the degree to which they conjure up images of the brands of interest in consumers' minds. i, Playcr'l The three player's executions (Figure 14) eomnunicate Slightly dif· ferent tlenents of the overall strategy with varying degrees of strength: Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 - Laser Sailboat coMnunicater best exeitemcnt, independence, and a sknre of control cover the enviroMnPnt)· - White Water Rafters conmunicatLs crcitcnnt with a touch of danger and a sense of power, Team effort is an important element of this pictorial's camnuniatien. - Surfboard JeeP Coue~Z capturer relaxafion, linglinp of the sexes and enjoyment, tonrumers can plainly lee cxcitearnt when it is there, and they can clearly detect rclaxation when that is being shown. Rut beyond that, it is very intcnaing to note the range of attributer and characteristics associated with the tradePark, surfboard Jeep Couplll ir pointed to nail often a the pictorial best representing Playa'r. This suggests that the biddle of the road" position discussed earlier is guitt strongly identified with the brand. Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 FIGURE 1C PLAYER'S IAStR SII1BOAtik WHITI UAI~I RAFIIRII" JtEI tOWL~S~ IIOLPtNO[HI IHIOYIBLE ~III~ - HOT RUCII~I LOOKING EXCITING DANCER 0O1NC IT FOR HEALTHY CAN'T STOP ENJOYMENT IN CONTROL EXCITEMENT NOTHING TOO PHYSICAL MAKING C000 DECISIONS STRAINING mx oF GIRLS AHO GUYS HAPPY REN VS. NATURE MUSCLE POWER GROUP EFFORT ~ STRONGLY ASSOCIATED WITH THE BRAND ~~ LESS STRONGLY ASSOCIATED VIIH THE BRAND O P O Clil;PDF -!::!~st~~:nlil .~-------- 2, dunaurier Of the three duHaurier pictorials, Apartment delivers the richest imagery, Host of it is people-related compared to the other two pictorials -- Yacht couple and Ferrari Couple ·· in which props tend to dwarf people (Figure 151, in spite of the richness of stimulation provided in Apartment, there is absolutely no evidence of conflict or inconsistency, All the pieces fit together; they all tell a unified and well-integra- ted story, Host notable is the feeling of a comfortable and enjoy· able lifestyle, This is very Important because that feeling pro- vides an essential counterpoint to what the subject suspects to be the other side of the protagonistsl lives -- career striving and social climbing, The pictorial is soothing and reinforces the perception that mater· ialism is a positive force as long as It is seen as a reward (means) and not as an empty goat tends), IJhile Apartment attracts the viewer and pulls him into the situa- tion, Yacht Couple distances the viewer, It does so in a concrete way by the body of water separating the viewer from the main object Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 (the yacht) I by the physical distance between the two people in the pictorial, and by the overpowering effect of the boat ave!~~he peo· pie, These features translate quite easily into feelings as can be seen in Figure IS, Consumers describe the people as Itich" and "city folks" in "hiph paying jobs" who "lravcl abroad," Those are people who cannot be easily identified with (very few subjects actually know people like that, if any) and with whPnone cannot easily establish emotional contact, The Ferrari Couple is m3re accessible but not necessarily loved. They possess a certain aura of aloofness (to the world around the and to each other) which further prevents the viewer fro making contact with them, We must renunber that dunaurier represents both images to consumers: attainable and symbolic, the question is which one is more cffee· tive in increasing market share, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 FIGURE 15 dUnAURIER YACHT GOUPLE* FERRARI COUPLE" ePARTnENI~ HIGH PAYING JOBS ATTRACTIVE BOTH PROFESSIONAL (COMPUTERS, PRO· fESSIDNAL PHOTOe· LOVERS EARNED MONEY RRPHERS) THEMSELVES SPEED HIGH LIFESTYLE RICH QUICK PACE OF LIFE CITY FOLKS; VERY WELL-OFF: ON UEEKENO ORIYE TO NOVHERE RATERIAL STUFF TRAVEL ABROAD TROUBLES ARE MODERN fAR AWAY NO PRESSURE STEREO; CASUAL, NOT PLANNED RELAXING MUSIC IN COMMON NIGHTS AT HOME CLOSENESS PEACEFUL, TALKING SHARING, COMMON INTERESTS WARM, COZY, HAPPY ENJOY LIFESTYLE COMFORTABLE ~ EQUALLY ASSOCIATED WITH tHE BRAND O P O C I i I; P D F - !::!!::!!::~.f 3Sf I,C,G:O I# Export "A" the overwhelming imagery of Export "A" revolves around Trucker (Figure 16). The trucker is a rich and very positive deliverer of the Export "A" main positioning elements. Recent changes in the brand's strategy suggest a r~verncnt In the direction of softening that image. It is too Larry to tell whether the shift is permanent, but this study suggests that the effort required to accomplish that would be quite considerable, That is not to lay that an ingenious prpductlcomnunication program cannot succeed. the only question is whether Export "A" managunent is sufficiently comaitted to the nen direction to persist far the duration. Trucker conveys freedom in the extreme in that he is perceived as having very few rerpnsibilitin -- bcyend "getting there on time" ·- and leading a life built around an alnw,sr escapist sense of power, B1( extension, Export "A" is seen as being capable of delivering that power. Hot accidentally, we believe, the cigarette's strength is probably designed to reinforce that sense of raw power, Clit; PD FI~::n::e:dastl e?sn l~~--~----c~ Uind5urfer and Lore Skier do not carry the same punch. Vindsurfe! fonnoter showing off, coupled with emotional elcapilm ("on a high"). Lone Pitr comtLr dangtr and roa reore of ill·fir~lng or ioter- nal conflict that is finally expressed in shallowness~ All the Export "A" pictorials are very masculine, and therein lies their attractiveness for the very young. We hypothesite that the early adoption of the brand relieves the young sm3ker (Mle or female) from the need to confront sexually related issues. Clil;PDF;~f,l.~fl.c..,;:n~n~-------- - 50~ FIGURE Ib ·-· / EXPORT "A" UrNDSURFER~" TRUCKER" LONE SKIER"" SHOVING OFF CRUISING · FREEOOH DANGER ON A HIGH NOT TIED DOWN MASCULINE TIRED BUT NOT DRAINED NOBODY LOOKING OVER SERIOUS HIS BACK IF HE1T GOOD AT If - NOT BUSINESS SUITS, HOST SATISFYING POWER BUT WOT DANGER gUT DRESS UP FOR SPORTS LIKES OUTDOORS, BUT CAREFREE NOT EXERCISE SHALLOW RELAXED WORKING MN · OOVN·TO·EP~RtH SURE OF HIMSELF MAKING MONEY tAN SNOKE ANYTInE LIKE A SAILOR · "D IFfERENT GIRL IH EVERY PORT" BREAKING NEW GROUND ALOOF tAN BE ALONE OR PICK UP HITCHHIKERS MASCULINE O h) ~ STRONGLY ASSOCIATED WITH IHE BRANO G~ 40 "" LESS STRONGLY ASSOCIATED WITH THE BRAND ~3 1\1 E. Actionable implications A useful model for thinking about positioning implications is outlined in Figure 17. The aodel's barit premise is thatl overall, effective positioning must address three issues. it ~rmrt first provide physical appeals that n~ximilr consumer utility by targeting the source of product-related motivation. Second, the petitioning must translate there utilities into rational appeals to permit consumers to explain to thunlelves the reasons for their brand choice In a satisfactory manner. Third, it must supply emotional aPPlals that take the tangible elements of the product and present them in terms of ego·Jupportive benefits, The development of the cigarette market over the last 5·6 years points to a milder product dr one of the sin physical appeals ·· above and beyond the particular taste attributer uniquely associated with Ipcci- fic brands, nilder products translate into somewhat safer Smoking alternatives, and safety (lowcr T t N levels) provides solid rational appeals. The question that needs attention at this point is: 'Whst are the present and future elmlional appeals associated with player's and duna~rierl" Clil;PDF - !::!!::!!::Lf3stlc.;:.nol . FleURE 17 CI6ARE~~~OSITIOM~MG SBCBSFUL iwraal #nall EMOTIOHAL POSII~NING dPPEALS APPEALS PDDUCT I ) PROOUCT CI Ib~BF-~KH!~~~I e:een~-~~-~ i. player's a. Str4te~ The emotional appeals provided In the brand's strategy are: · msculiintyl · freedom and ipdap~ad~ncc, apth have been thoroughly examined In vlrioul sections of the report end need not be reitented here. However, it tr felt that sslf·r~ ience (see Figure 18) ii an spproprhta extension of the twa elements that might: - provide ldditlonoi rslaney for todly4 young lnoker; - solidify consumerl' perception of the Fieyer'I tr~dcMrk in the middle range of the Mscultnlty dimension; give ildcl r~aia to the frsadl end independenoe lila· sion In a visual language that is congruent with eonsum· ers' existing parecptlon of Player'r, CllbPDF - VW~1~3SflQ~.QU~ ' For these reasons it would he useful to initiate at this rime an investigation of the brand's strategic needs and to give~~erieus consideration to the fit of self·reliance in Player's "grand des ign." At the same iin~e it is also felt that an open-minded investigation of the seriousness of the Expert "A" threat to player's is also necessary and appropriate, lhe feeling has already been expressed earlier that based on the findings of this study, it appears that: - the Expert "A'' trucker image with its overly maeho eenoo· tation will probably be very difficult to modify in the short-run. Uhile Export "A" may not gain significant share from Player's, the continuing softening of the Export "A" image -- particularly when applied te lower T ~ N versions ·- should prevent the brand from losing smokers to Player's and other "lighter" brands, Staking out the self-reliance positioning should be given serious eonsidet· ation as a desired direction to gradually go into, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 b, Tactics Vhile Export "A" art expend a lot of effort if it wants to soften its rigid nacho loririoningl Player's has a lot rrorl latitude in fine·tuning its positioning. The self·reliance positioning deserves conridcration. If a deci· sion is Mde to pursue it: it should not be seen as a substitute for the current positioning; it is meant only as a logical CKtLRSiOn Of the Current positioning. Figures 19·21 offer creative guidelines for Iclf·reliance, marcu- tiniry, and freedom and independence. An examination of the three figures should provide a great deal of material for creative development, Rt this point it would be useful to scan the data presented there with an eye to the generali2able rather than to the specific, ~·~·~c~- FIG1IRL 18 EROTIONR1 APPEALS -- PLAYER'S 's~"~ SELF-RELIANCE FREEDOM AND MAsculr~rTu INDEPENDENCE O Iv P 03 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Self·reliance incorporates many of the elements present in the other two dimensions, It differs from them in that it replaces the fixation with masculinity (the almost exclusive domain of Export "A") with the acknowledgement of the multidirnenrionali~y of personality, For instance, while a tough male goes very well with being able to take care of oneself, the latter is not diminished by matching It with someone who is "working hard and enjoying it." Similarly, self-reliance fits very well the freedomlindependcnce dimension by providing a positive rationale for both freedom and independence. The key here is that young males are probably more concerned with independence than with freedom, Self·reliance offers the means far independence, i,e,, earning one's indepen· dent status is facilitated considerably by learning to be self· reliant and by proving that to those from whom one wishes to become Independent, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 FIGURE 19 CREATIVE GUIDELINES FOR SELF-RELIANCE CAN TAKE CARE OF HIMSELF GETTING AND SHARING VSI GETTING AND DEFENDING IT FAILURE IS A TEMPORARY SETBACK; NOT A DISASTER CHOOSE TO BE ALONE WITHOUT THE FEAR OF BEING LONELY WORKING HARD AND ENJOYING 1T "YOU GOT IT" BE YOUR OWN PERSON CLOSE TO NATURE; NOT FIGHTING NATURE SUCCESSFUL BEING REWAROUI FOR TRYING HARD IN CONTROL; SELECTIVE LOOK1NG FOR THE CHALLENGE 1N A SITUATION VSI PUR- POSELY SEEKING OUT DANGEROUS SITUATIONS LONGER PLANNING HORIZON NEED TO PREPARE FOR LIFE CAN ENJOVI RELAX NOT CONCERNED WITH FREEDOM; CONCERNED WITH INDEPENDENCE MULTIDIMENSIONAL PERSONALITY VSI FIXATED CONCERN WITH MASCULINITY Clil;PDF - !::!!::!!::!.f3stlc.;:nlil FIGURE 20 CREATIVE GUIDE1INES FOR K4SCULlnltY MACHO SELF·EXPRESSION OVERLY ru9SGU1 I NE BUS IN ESS ICAREER-ORT ENT ED VERY INDEPENDENT ALLOWED TO FAIL MAN'S K4N SHARING SUCCESSES DARINC DOESN'T LOOK TOUGH BIG EGO/NO GIVE WILLING TO SHARE RUGGED NOT RUGGED TRUCK DRIVER "REAL"' I1AN PROVE HE'S BEST Af EVERYTHING HAVING FUN AT WHAT HE'S DOING RISK NECK DOING STUPID THINGS ENJOYING WEEKEND "INTO STYLE" FLANNEL SHIRT: LEATHER COAT HAVE rO PROVE SOHFTHING (6000) "VOU GOT It" PUSHING REGULAR THINGS TO SHOW EXAMPLE TO OTHERS EXTREME TO IMPRESS OTHERS COMFORTABLE/RELAXEO MORE CONCERNED WITH OWN/OTHERS' LOOKS CAREFREE SHOVING OFF BEING YOUR OVN PERSON HIDE VULNERABLE SIOE O N hi b N Clil;PDF - !,:!Wn:f3stl'Cr;:i3'111 FIGURE 21 GREAT IVE CU I DfllNES fOR FREEDOHI I NOE P ENO ENt E POSITIYE ABSENCE OF NEGATIVE I FREE TO CHOOSE ( NOBODY TO INTERFERE - FRIENDS NO BOSSIPARENTS - MUSIC -CLOTHES ( SOIIT~E ERSUS LOHELINESS - OWN ACTIVITIES - TO BE ALONE IF HE WISHES I CAN E1ANAGE ALONE CLOSE TO NATURE 1 BE YOUR OWN PERSON I I I ie~mlmn SELF-RELIANCE -~c~ce 2. dunaurier Strategy duHaurier's strategy rests on three pillars: · ccntemporary class · lifertyle · materialism naterialism acts as the linkage betreen con~en~parary class and lifestyle, explains the other two, and server a the rcJnr of OI ecnununicating their essence to the conrunrr, The gasrapa of tire since the rtratcpy war first developed has net affected the neaningfulnesr and relevance of the core value of materialism. The only question today is whether laterialism as a rybol should he viewed as attainable, within reach, and worthy of I nom~l amount of effort, or whether the materialism associated with dunaurier should he strictly arpirationat and rot neces' sarily within reach (Figure 22). Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111