Since younger smokers represent the recruitment market, and female
    sokers are clearly a $owth seeaentl in-depth motivational studies of both
    groups are strongly fnd~cated~ ~hematic gudlitatlve techniques would be
    the most fruitful methodologl.cal approach at this stage,


    ~BRIET THREATS RNDIIPPORTVNITIES

        The Australian cigarette market is apparently characterlsed by
    increasing hcmogeneity, with 'ofier' marketing subverting 'Jmage' marketing
    (to the extent to Which 'down to earth' value for money propositions can be
    seen as not representing an image platform in themselves), In addition,
    there Its marked regfonality or market response, and a Towing ~aae
    profile,

        Against this context, four areas of opportunity recommend themselves:

    i,  Development or a 'nofFavert' female brand (i,e, brand with a strong
        female appeal which nevertheless does not 'diserfranchise' the
        possibilify of a reasorable male contingency), (' Bvantl' recently
        launched by f,T,I, in Canada is perhaps a good model foe, this
        approach), This concept may perform better with a unique product
        configuration, Since slims tend to attract a connotation of poor
        value in Australia, the filtered ovals route say be attractive as
        substantial tobacco savings can be achieved without the usual
        concomitant perception or loss of circumference and hence value for
        money, Equally, the oval profile may be seen as an attractive USP by
        the target consumer,

    21  Use of highly image invested brands to counter the image stripping
        value for money orientation in the market, Successful application of
        this strategy would rely critically on the highest quality depth

        motivational research, and the tactical aim would be to fragent the
        current monolithic aspect of the market,

    3.  Closely related to point (2), development of brands with clear
        sroduct [ISP's may also be a useful strategy for obscuring the value
        orientation or the market and capitalfsing on market gaps, or 'niche'     N
        marketing,                                                                ~C


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                      ly'

      Strong OSP's would be represented by innovative filter deji~J and
      flavour approaches for ewmple,

      in the case of points (2) and (3), application of -an 'optidsing
      se~nentationlre~euch Jtrategy would be strongly indicated in order to

      model the DrrJi~tabiU~y of responsive se~ents in the marketplace,

   4, Adoption of a pore regional marketing strategy, supported primarily by
     Incorporating a regional sampling approach to market segentation.


C: I i I; P D FT~7 r! r:! ~ f;i St I C ~ i: D I jl