~Mrl oM dL~ ~iR~ 8 ~P( 0~4c~ d~~ II~~ 6~~NG kD~tS ~~iL~ri~u~ ri~·~·~·~· SIHO~ M~ a# ~~~L r~~~~i ~~ L~~ir~ j~ ~~IMunlingou~ yt~~~~·a~q~ C1 U~ ~W~ ~1~ il~ ~~ ~i~M ii~, I ~~~~I~L~ ~ ~~lu~~i (~d~(ntYU( j~b~J, ~aj ~1~2,/ahcL~. (ML~IJI) Aco*~~ ~ al~~ ~ ~~BY H~ ~ ,~oc ~d ly ~ i~ ~~~~ y·k1'~4 a~S-sJa ~~) A h t~Slwe Ycl~~ CJ~ aP~P9 (d) (~ ~t ~3 ~ B~Co document fo~ legal Senites : Hea~h Canada ~9 Yay ~999 r~~~iJ~~ii~~e X I ~ '~ .aw~ h ~i' ·~Y ·~ P d~l~~~r. P \ ~ i ~ y u.~ Bnr J. 14) (tL L~i I~~~ ~ ~ ~ to~e~) JPX 10 10'~ (~ ~i·rl~lL 8~ :~ *,~~ J ~ km.l,, bd ~~~. un~ t·oo·,u ~ ~~ t am-~oo G) .by~J~t~ ~db ·~~S (AZ~n~l ~t rl, ~i~i~l I ~ 1Z~ ab~a( ji~gB~ ~~~li~ i l~l~aiLYcc~~lJ~ 1 ka~ ~ikeul 5n ,1-,l~ied) ~l~j~~~~l ~ibd~~ ~1~~ tBd ~~~~i~i;jY~ t.i~4leCd6~ 4.~tr BATCo document kr legal genicea : Heath Canada ~9 Yay ~999 k~ K)~ ~,~iL f f 1;~ ~ ~~u YI~ i I P~i I~b~e~Lf ~Llli~~~;gq (,~~~Ci ao· P~ ~ ~'~ I~~)~~Y I~~ (jrt F~~·~~ YJ~~J iur~w L~!) 211 cc eh : i~~ iu~ -P'C ~'~uU a~ d fiko~N. 'd 4~~a~i~aU~~~~ 1..,1 ~i~i·t-d C~~· r~~. ~JC Lc, ~J,~ & ui u i~t ~: ~ jit .L~-br G~B3 ~Jj~ ~~1~~1 b ~. ~ iJkdy~Jy 6~1ygM e. col·B~~~.~dL1~(I BATCo document for Legal Services : Health Canada 19 May 1999 lb6o- Il~oO P~t·~ IJ, k~aW3;p, ~Fhb 4"~"1 IdnJ;uil Ihw$ iu,k #~~wd~mt~! 61Yct~e~~b9 """!~: "bll~i~q~l~~ WM~IIU ~tlYqUb(jk~eX~l~t II roots AL49tlkcCI il·l~id~ ~~j~~jl"3~~a"""'"J" ~tj. dL$YnY! ivq~~& i ~~ ~U 1* rrji~uwj $~n~i~o~i ~*j io~Yr i· kttlrca~Ru hAQ~lo~n ~c~cc~ i~c~'r 2p~t~ng~j~~~e~tk 1,.~,.,1·D, ~p~ ~ d caoSaP~c~ ~M? iP~wl "i~· s~nl~.~&I·~"~~ ~ II(dMY~I~RPtl~J~tl~ ~ ~Y~ ubt~ · Ib·2·Jo ier) gAnrH ~ ~j;t·r ~a~&~kk~M~ IpMIIC~ (IRIAllkYjLII) ~wrbunw 4~m~j· ;Y4u LYYll~li; ~e~jBL~if U d Icd~~ tis i"jr&I ~h~4 it; ~iJblwl H1"-A tht~N~ ·-·p~ ~j~itt laJ~ nW u~ ~8t;l·t~ ~ pr 1 I O ~P~~ (1,4 li~·~·IU 6-·) N BA~Co document for Legal Services : Health Canada 19 May 1999 gu~l~ J11~ 1~0~)~ Yj~4~~ ~~~~i~nta ~ I hi ~ LA/ALjd c ~ t~rr t ~b ~D~J~t~'t~~. i~ i ~i ~ ~ ~ s~~ i ~~~~ "~t~4·J·"t·l·l· Ib~-liOb ~iRbP~5) CIUl~wl BT~ul~a~t~o~·56 PATil~VSJ$j[E~I~U /d I~ h L~A~i~l~R*· 1:b· ZO.PO jLtli a04j~ kdn/e~~jwP . ~t plh~v~z~n~. SN~n E*lt~~ dxd/ ~p~;a~ nyng~;d·li~cCy id pl~;~l ~~J~ ~ii4 sulvu·ii~dl~~ Il,~i -u iNws~ke~. Tt~vPSDAv hPA~ 7n : a~·lp.io.co jkl~)~ J~ly~,~k~ qli2!Y ~nW 1~M~ ~~"·4~~ ly~L)) YLJI1I ~~ ~. .CM-llOo (R!/IR) ~lr a. !7~Jlo~UUVl~jJ ~is~Jl~i~ii~i~ 9 AL ilc~ Id~j~ 6~p O OIXCLp~l C~tP wn~i r~j~j ~3~U AMa ~ IR ji~~N~~ 10·:1]3 ~~ji~ di~$Uj~ f~Yr)~DI. Al * ~c~tS ~b~ "i~i~~d,t· ,J~, ~ WMJ~ lliP/j; L~t~i· j*L~tr Jtnllj t *:jlW ongl $ ,) ,p Ih· 6*~$~ki~4~~U~t~~20 :~"I"' · eowllleloyi~t~~ BATCo document for Legal Services : Health Canada 19 May 1999 I?. ao~lg·ca cai·jo~ sln~ i·~~U· 0\~:zL' ," I ·Lr ~bl~Y~t;l yli, s~~ ~Uj~ s t/j~P ~41. e. P, k4PIS . .Chi BATCo document for Legal Services : Health Canada 19 May 1999 CONGEP; TESTING T~i, ci:r,rf Gticir;, Or S~3t2; 1c2z, fOT a new braoil c!' ~r~huct Rust t~ tested aeocsst its intended consumers for: · reievaiice, to needs or exoec?ations · ade~~acv, interest · credl~i~f~ for its claims · cor~pcellt3iision, understaadlng of the PrCDCSitiOrl · potential i~ls r~s~lts in im0rOY2d definition i the claim and its intended co~nnlcaiills · of :6~ t;r;et consumers · ~~ rh~ ~;~~cct · of;h~ degree of its Dro~sbie sucess is S~~~e Cr~z, ~~sce~rs are seneral!u tested ~~~lit;tlv~ly, t:i~i f t~~ PTOdi]C: or 3rCtStYCel ~ef3TS ij; a Total Gfier Test i l~i:1~5J crl;r,~C~ 0i the CerfGr58:ICi of a n6! Si~aPr:tte ~r~~~ deo~nds on subjective reactionsl i for fine tuning of the advertising aPproac~ and ~3~eal 1 jcr~t~lc~ of alternatives, when these exist I ~sPcr~~nity for the brand mgr, and agency creative BATCo document for Legal Senrices : Health Canada 19 May 1999 i~~ic ~~!~;1Su~siion3ir~ seo~~~c~ The csntexi - consusPtion ~s3ils, a;tlrudesl needs, s2tis:acrion biih :e~~lar brand, reasons for alternative brands i, Pies~nraiion of ~he concePt - "cctd' if product based 'wara' If image based 6~m;val of the concep; 'I 2, Fiat;back:or comPrehension 1 reactions, expectations - relevance retenrion, ImPactl asoects recalled' (~I C~t 1~~~~~ ~~a~~s ~~~ns~ ~PV~Mt) ~d~ll~! - ly~s ~nk~t to ~lkK i i I~;~lned, exPected Product charac ~''' teils~lcs, image Inci; Price, Probable consumer l!k~sl Cisllkes hem ~~~gl - a a earr d me ~hnP W 31 Protuct T;tal - 'one shot ' spontaneous Cescrfbed DerceDtions 'O ·O BATCo document for legal Services : Health Canada 19 May 1999 .: · ·' !$~ ~;esenration of the concepl h~Pnse of the P~~ct a, careet Pndr as vnCntmd likes, dif!lkes, Cilssested hpnvele~l, ~dd8g eae~]d~ Purchase Intention - regu~ar or occasional brand 7 s i I W 1 t I f~ O O N P BATCo document for legal ~cntor : He~t~ Canada 19 May ~BBg POST - LAUNCH M4AKETING ASSESSMENTS In which we meorure Iht ilote of the hbrkcl · or p port of it -oiler the intrcducrion d on innovolion - molt commonly,hil·will be o new hmnd, (N.9. A Ilp~Ci ·~rd ~pun~ be ~t;on~i, phowd or~ hl-bun;b ;n p limited alep,) ~urce~ of Infprmolion · Inionnotion moy be ~Plsd~rived, coawntrdarivcd, or both. P) 'biclderived inlwmation, II monopoly ~i~uotion: would include ia~ figure!; ~rcr foCtorl, dCpOl~, dirtrjbulon, etc, II eompelit;ve ~itualiPn, would include, where ~veilc~!:, indultrici ligure~, re~oil oudi~ ligun~ in Pdd;tion to the obwe. b) C~nrumerder;ved ;nformct;cn Moy be Polt·launch Lrv;r, or in reme gla o Csn~;nvour Blond index Stlldy, Solcr derived Inforewticn Will sive: Onra[l numcric~l dolo In Iwne coler (Irom Dil~tibulo'o rtlurn~)~ bmnd 16cotion picture Moy iml;cole brood otMI d opportvnily of wc~i~ncrr dererv;ng of dnper Study En3Y Fl~u~e D ~polhe~il for contvmer h~inS ~ -]· Q BATCo document for Legal Services : Health Canada 19 May 1999 L~blr'prblile inlorlnelipn BtPrd ;mo~F inlom~dl;on Mot ival i onol ond o~~itvdirml ihrmotia~ ' Dos on pclcep~ion oi p~odud oltribds, Th~ it rill nor be tlLPr Irem lel~~ jn~~mption abwe whether Dr ~a till ~ompcny'~ thle objadid /0r the bmnd Prcbcing me~, Cwlrumer·Oerind Inlonnbdon Con [UIF;Lh: emcrieal ond bond loc~ion informdicri pmi;le ond imJge dpto - mPl;v~l;enll Pnd att;ludir,al in~em;ption - informatipn on perceplion d product oLribute~. In pddil;on ;) con help lo;dm~;~y whether Ivaeu or foilure ;~ dut lp: pldu~l ct~r.c~,l;ll;c~ pllduel ovu~rcne!l pock cdver,iring P';lt - di,lribulibn, etc -2· BATCo document for Legal Services : Health Canada 19 May 1999 II ·_ POSi ·LAUNCH SURVEYS This is a can~non ~~pe of pas bunch assessment and we Shall be kiting principally about t~m. S~nctimM known a h"P~~e~ Penetration Study, Kay be applied to a National launch, phb1ed or otherwise, Nay be odpl;ed to p Test hbr~at, Research Ohjcctiva t~lom~Plly thee will be: · To meours the penetration and general effect on market of the new brand intrcdudicn. · Io measure thb effectiveness - cast effectiveness if perlib'le · of bH~ndPnl pubiicily in terms of achieved aumnnrr, trial and c#lversion , _ Marketing OSice6vcr it wilt be impPrt~nl lial hbr~sling Oepertrneni Ipaeilis~ prdehe type ct data needed, And i) w; II be helpful - if Marketing peprtmcnt hls an idea dr level of sales expcded for new brand Smoker profile expected for new band Imagery expcc~~b for new brand horser [eYa(l for ~rmnnas, bmnd I;iai end fPr ~gulol pvrcfare T;me peripjr Over which these ~ffedl are expected to take place, -3- BATCo document for legal Services : Health Canada 19 May 1999 AIYt of 8~ hbY e·· ~~I YrLI I ihdr~l· cryd~d~ br ~L· lpreod Iffld IlroughPul the brand range, Yy ower partial market if oxpooted to Ifle~ only ih on or Em$d set~poda, · YI~ ';~~' dudy I~rdJld r o p;d~e fire or I number d t~~l k~eg PCFI It dlhnnt ~lr % g, a, 6, ·d P m~th ofter buneh) dcpa~tng on oeriod over wbioh Yrh~Pg Pepd- · Old expectl pl~i~lor ~edl to k~l plaoe, · Y) be lidld b c·~alou I~b la~ deb B p CJI, I ·s ~xlh. Yy be ao'dld to a Ted Y~et omlm, kY~bf Adre~b~l 5ection of ird YI evaluate the lotol cornpaig'n. Yy be Eni~d to Pladng a IpedCe pieee of advartirinO witbin the eomPoign, · Con, of covn~, be bath, ~Ynb LI I,dL Jhbl laYag for in plneml to mearure the brond'I ~ueFcn or atbl~~l in ~lrcoming the wholr bonLn 13 ~1 progrerl, I) B there on PEClpbbld level of ~#n~l oog lolcl unoken 1 · ifndt, thbt ii the prDblern ord nsdl nbal before proceeding ·lo de Ycn~~codon of otber prcblenrl, ·4- O BATCo document for Legal Ser\rlcea : Heath Canada 19 May 1999 U thd gOJ Imn~x b LI~ os oclpdYI IHd d nel 9 · 3 no~, ~ k thl proYla o~ nclr · rbl nl~ jn; poi~ing ~d nm,b · ~P Bl~ing R · rbo bnd '~hy ~ w~ n&. e) G;~n go~ I*orcoee r~ hiol e ? dcepbb( pPtcr~qt e~v~~ing ~0~7 P not, IB1 nl·reh ral joet ~i mlr · r~t ? p!aLbil, p~ud or p~ deRdsney whob clm~~ing ~o b ~t ~r a why nol, d) I c~vrgion ~g~nant, Ihsn: ~·~ok~rpronll bm~r I*acY h~ gen~~n t6nluled in~scy ~d okhbd~~ p~lvld rr~n,alr p!cird - · percep8ono~ Reon d~drl~hip ~ PI Rlw Imo~ln i,c, bm!r aOn~mPLln brlnd locl6enl gC1RphiCOny P~ IDd0aE0nlidal Ixprc~d , H,B, Enibr;nioraoltn hot hitn fp capm~~s p~gacl. P ·5- O BA~o doculeat Cr lad lent,r : Hs~th Cln~dP II ray llsB hide Ets Did~ld by unpllerl 'cdl' to be examined end built up lk Lit . In turn LB dcpcd~ on nS~~ Cldl d conveninn pig porlioutor bpd r(mh. Commonly, ml~~l d 600 In dsqab. I need ~r elPlbe dha d I·wlaa on( v(Ido mngn d bPnb Pnd sonrupsr atlgld*, alpk may be mlth lorger, Method HwDy o Qucfi~nPc~t LVrVeY UTing rtPndOrd Ilthdl, pllYr PIeFIIII by Glsp Di~EvP;en rqt to ~bbPlb prBt~YI liner of ~li~~ b~dd CJIYlalol~hdirPlf, d iiming ~ ul b~ 3, 6 ·9 rlh,dlpl~ie bn #d~hg Mvt~hing ebjeefivel, ofter Ip·c~ pr wh3lever time previour expelienoe ludg~~l~~ being opprooriote, IdaQ~ ii bmni ilp~P~, o dr i ~LI. i;l~~ ot ~~dbly Ig~c~d inMnPb, Y HnI. I k~ old cxpHdi!un a*dPYI on pba odvlrtiling oempoignr it APY be POdbll 10 refer P,I,S, multr to fYI and PdjudEe ib ~Le in lear of d'el,c~rm~n. 1~1 lird;ngr of prlviu~ ~ud41 Pot or ne# ogoinlt ~i~ I~lquln~ rludiel Pon be trll~tcd. II IhouY be p·dYr fa the odvsdllr to roy, Llrlion, Ibt i the ~~ for o given oornpoign expenditure, tffer· kg luch end ruch o number of ·potcrr a pn~ pPiloa the reJuIIl i tennl oloHPrenerr, of ~ipJ r ~yp of Ivch ond ruch pereentoger ~ bid en thir the prelent cOmpPIgn it expec,ed lOochieve oran~n Pad b$[ of rueh ond luch OR ader, ~blrr~ as then verify whether or not thir bor hoppeRed, RI d number of ~eprai lueh P nom'rin be Poprpximote for p,6~im pupaa bd Pny ~ better thOn nPne, ~6· · · O BMCo document br Legal Services : Hea~h Canada 19 May 1999 ~o~npi ~e Rerulrs AWARENE'SS, TRIALANO COVERBON TABLES These an r#lomarl fecturet oi polt·lounch survey reports, They help one to judge advertising eiiectivanar and area portioi mcorure of prrdud occeptobility , What to Look for HiSiAndhren, Hiahlrioi, HjShConvcniPnfiPtc. inferences on: Advertising impac! and oornmuniootion aecr!i~l, Advertising pcoupriveneo lueesdul, Rcduct occeptpble, Peek occeptoble (Ij Li Wigh~uamol. L~viri~l. Rgith.ni. · Ad: tmpoct and communico~ion luceedul, · Ad: PenuP~iveaar moy be unloeenrful, BJ high convtniPn pnat~cdaSgcrl~: blend O,K. Bul pclhapl only of oppeP! to P.~pelol Ime~~s segment, Thvs examine intended and ~ei~itvsd ~mPicsr Profile kr dilasppncill . Possibly pries is wrong, Poelr unottme~iva~ Perhaps dirlr;bu)ipn is WW~, c) shish AlorenMI, Lawiriol, Ipwlonvtnion · Cwnmonieot;on O,K, 'Impoet a,K, · Pcn~Rlivensa no~b.K. Produd ol~o lu~dct [P7k jR ~oLneser in odvl~iling and p~odvct, O - Fa.r~iblR 1L?t:ibuflon rrainsia. O -7· BATCo document for Legal Services : Health Canada 19 klay 1999 d) ~ghAkanne~r. High Trial, lo*Co~Nentn - Advertiling iwpd, Fwnmunic~lion~nd psnu3ivcncrr O.K, Product unoceeplobldl 6uld be paclt, Chce~ 61 Produd fault, Mart lilreiy to be bleni, e) ~ lowA~onneu, ~t~Tlioi, HighC#vvanicn Advcrtidng penval·va, Prafoot oecqtoble, ~dvlr~il;ng impod ond communication wcPic evin though Ib~ it hot to toy it compelling, AlmO~ ctrto;nly o media w~oirnar, Not eMIU4h ekpolUrtt7 lnruffirient media u~sd~ Imuf~eihlt money Ipan~ an odvertiling 9 Publicity not luf~ciently prolonged ct right level? I) LOw AuPrrnei. low Trial, 'b convs;Iian Aevertidnp mong on oil teuh, fxluel probably olro uroceap~obla, Poeslble distdbution *ab~l, g~ bAu4~mar, Low~ril, $h6nvanian Advtrtbing, imp9d and communieption vmolr. Not peomding , Product probob'ly aeesptoble hut cbet if only to o portieubr ~ocio·c~onom;E or other ~molr~r Icgmenl, Blerd, pried g ;mege or pock may he limited in appeal, ~ Avoilobil;~y Ihwld olro he ehselred, Foiling p product unolmaa the bmnd it clearly not getting the .~bver~iring;~ dnerv#, ~slaibls dlatrlhutiPn ~cd~Peas, :8·· ·F~ ·5) BATCo document for Legal Services : Health Canada 19 May 1999 hi b* Aieorrberr.. HighTriai, low·tonvenion ; Pd: Communico:ion od impod pool, hnuo~ivmerr good ~ Product iblf faulty, OrpJI1 Attention nquind to product ond madh, N.B. in o:d~r,p make inftren~Ft iuchol Ihow delcribed, ]riPi IPblrr mu~~ he iown el pcrcsnlPgn of A~rcncsr figum and Klnvcnion ~blc~ Ibwn a~ ~elantPgcr or trial figurer (ar'ar rotior), Vrvolly Bi~ nears xlme nwall;ng Of ~~e figurer linee they are often not rhown in thil form in many reports hut depicted Ieplrotely with the Idme k~a.for wth table. F~nPI Point Relulf may ~how: E~ery~hing O,K, ROlud wtpjlnt~ Pock we~hal Advcrtbing wea~ne~ Dirtribuliwl wH1Lesl Pricing wsotneu Time rcole of pfceptonce rlowt~iorter than expected Thul;f for en~ or' there or Other riillonl rerearch indiroler obondonment or rciorm~ll:r;sn of product or I~ rethinking of itl publicity then thir IbP~(d be done ;rrapective of money or mdtcrLI1 a(rcody committed. lo do clhcrwilr ;~ to rciniorce lo;lure and' with luch oil intention there HOI no point in doing the releorchin the fint ploet. ·9· · O ~t~·~*···· BATCo document for Legal Services : Health Canada 19 lay 1999 Y~ppi ~eb·~l irY hwe ~sld lhemKlr;lal Cllal ~1C a~ PJr mo;/lY Ib!n~ckel ovlr timl. ~b b ~~cbll) ~~lt ~O h3pp:n thin prdvd I ~~e~~ h natths lDrna CI bbd, e ~O 3 oi ~uel tert4d ~ ·10- BATCo document for legal Services : Health Canada 19 May 1999 ~ IS;E3V:3'n't3 fl!lltCC :ta :::1 c: r~e i:l in[;;rrc.in ·~:::::~i ~3;1::;:::lj'~: j,:::i in:·rri~~l:.:li~l 1 ~:F:ore~, il·:c4 i :: is :'s in;c:~;e;:::s a:i:~,:l t:iiCa~. :i :;~*tT st jj::::~r tce:e is t~ 'ii~ii',~:~:7:e.t: ;~o;~l taat~e Ii::, tl~j i:'. .- ~:ki~?~ i: i ~E:I?! C[ fa%!:~F: tP :Lce;!i i~SS::~:?j::f i;:i, i; t:e:; :i ~··~ ; ··· 16i3:e c·..· 2;"4 n ::C ;C:, S:is7 t~e s:r~;ir~; F~~)lti i~;::~ci=j ~er:i:nn:i:t, W~~13: ~~il:a~ ~i:~ ~:::~:!s o: se;:lt, i.l E;1 u~·:~i:j nd b'~:I;:j Si:S~:j:,:j,;j~ ;,'.t E:[ta:, E::::~, 0:;3 2 :i ri:t:ac~ ?6! e~?:t:~e cnl/:: ariotjl, I~:n:~i;~trs ~3::e s 1 53uf t~5i! dI ·t:~inS i:: :I~ T:t:;C ve:y aoa!;:, no: G::i' :~:;.: cS in '** ·"'"~·' ;'" :::6~ E;?:Ji~:n:: :b;;:?~:n I~e Ef-3LC::i ::::;35;i?:P; i:,:jC F:VL.:: ?r ;~:f·4:i::t::ns, :a::aa:i, ..,..r..., :c~::inn:i~~Jnt;i ''~······ 3:::i i.., i l;i,:~ ~:::~::.!, :i ~:.;=,':.jL~ :::::t ~::.': ;e;:ti in Q O b BATCo document for Legal Services : Health Canada 19 May 1999 ·i I, II;:ERIG[~ PlOrlLE Inte:v:e;;e:5 cre r~e ~t~: F;~;ic :i;e of :~c;:r:i;c: asa~lf~ In~Fst:'l o ;a:c:vi?cl:s J:c:le a!~ap re c3c::eca, c~~~rfll ant ~~siaesj. i~s tE;ltCE ~:t 1Y:jt SI::i59 :55 o , ~:le to u:e:;:ad ant cat~i·?te a d;v~rsiF~ d clss~la:n;::ej o E;cl:;~ei~inS voics o SL:ib!e ~a~~ritia~ o 5?;:1 acc~;; ;3 :e:faPle ~:slt: ;:es:o:~ o ~caili::e b~: ~illfoS ::;3:i, f:~xij!e ~3;:; t~iin~ :~e t:~, I,cl:o~ r~l~: .nko~f o ic: ····~··~s;: (:·'' i'""' 5;i3:; ...~.· P Zb~:~S 5:rsins o ~:~s;?s n!r:l~ ~u 555.. 2a;:s~cs:ils;t ;::::1js t '' "'?;i:?f to ;:r:el ·· ~·~·:~ct:; cn~ no: r;:::s; be: O;~ ; P G O c :i In ~::: neal:~ ~CI (r: ~1 BATCo document for Legal Senices : Health Canada 19 May 1999 j uss~l!y msdlta5le o '''"'C ~EEen:3 t: E:t~:~ ircc:j~~~:s :!e;:E ~itS r~:cn~, o ii:::! ~ho t:e ::dill CEtt G: ~~;~a:;;il ia Clr: ~si.:t~ s Y:cT,S ?te!:e (;hg:lo:~a:I~ udlr r;:F c~O:k C~~ jE a:t;::J1e nc/:::he~ ·ne i~;a~viP~i:r as l'fill·ia";~::: ;tking i:l; P ~BS::h ~it~ L1 Un:i~T/liI:l'/e;;:eLI aF~ol:tn:e o jtl ~r :o:icc: Fro:!i: D 21 j~SfF DO'S ~~D DON11S ;~ i:!:e;:,:,! ili::~e:ica; Fiv:n a: t:iefisF a:::t:eilor; i:.:lt :~t~ :i :;e ~:?;;iaJSi:!. qF:;!:a:~~:s;oa:e: in a::;trt:, DC ir,~F:\~:e~ F:E~ :33P a:t :: 30 ;; ·2 ·n·: 3; :jii :ne :!;:atel: i:P P 3: G O z:::i :ne ap~t:i, ~3 r??i:i:as N P 5: :::::; ~v~: I·:~.a( VL::53:.3 BATCo document br Legal Services : Health Canada 19 May 1999 j li:;;:e C~:.:d: C:3 t; O;r in~ ;t~:::25 ia:::~::i:::; 33 check t~r~ES~ C!F~ gurjriuze~i:e jeic:~ i~ivil~ :~e:rsptillt D~:;': in:crui!J :ij;;3f C3 tj i:~~ ae t :~Fle sr cf:.:r~i~ i: c:el e~F~ 31! :e5:~lrjn~r t:C; P:a ~dnic ur ?alice 15a:rd ys.: iJ :3:vieil; sc tt:: a r?!:ej?n:i:ive c:czj-jec~icn ct :·c:i! k a:~isrcil~ ~e:lic ~~ls:iz;,:: :aC 3:;i.:f a: se:ui:r ~t;cn is :tr s~:j~c: ii :ie 3E:v:vI 301;'i tal:;~?:ei!ajen: sp?~:i:~a::i .~.;. 331('3 il::~e :eS33"Ce.2Z tcz~ ~~i~SS :: 5 Ces~ya~f i:r stif-coe~!~:is~, 3i~E'; ~:i:t iJ ry ssace a :31 e~~i:i~a~;i:s n~i:h iS L:OI E:iiCI CjE 361;1~ 33;;" ~:::e eF~: a:.~s aat f::csii:,F, :~ ov~::jt s~af4 :::~iisi i:: ::,1 Es~e: :: zj? a!;: ,.... o: ::~::~i:::::~ 3!' :3f :tE2El:1t:, P O Q ::t :!;:cn~?n: :~ !x2:tal:3y ; :~s::::~ :: :.:;,;~j: i;?:?51,:b, P 03 BATCo document for Legal Senrices : Heath Canada 19 May 1999 -j- eti t:sl re: 1~~~ 27::i1 * :::? 3C:;1': !n:LI:rli; a l?l;~Sa: ~~e:a tis/~e: i: ir·.~6/:eib:ilc/~c:;;::a:~ i;;~Zj :::ib~ :·3 4::):j5 ~i5/~:[ F;B~j ~:13, 31 I: is :,:;::r:: :nr: ;te is f~l:~ csve:sa: :ie ele;: ilts~i:r 5; E!iO:f S:L::itS issi :~i ::ii::;ttai:t ct iJs:::::i~~, E!xL~e sure ~~~ et!:5:3: ~n; :ti: I:: j·)~a:~t ;i :~t:a is ~!I ~::1; n m~ p:i3r, "3 Fa::?: is eri::,::n:~:::-· cilia. :~q ci:i ~c?l·:la;e g;L: ·*·.II ·1.·~I :: :.5:1 :i i :: i::.: ;aoljo :di j::i::i C: i:ii :, ~I.:~ ~G. j:?:: ~3:1:1:~ 5::::::e, 4:5. :t i jC:;ti~::::: Ic~ i:t :: 6!li 1 !:?:CC:[I tS ane :; :a::!~ G;: ··· ;::·-··1-· ~~·· ·····;et:ic~rsr:j ~n~ 1;1:es:i:r, :f I···:~1~~···· *··II ~·I·~·~ :~:5:5f: f?C::! :: :DG1, :: '" ..... ~'~"'-' ~ai J::~:::L ;~~. ·.':":"· :,""'" ri :f :: i :ai:: .....: ;1? Cli?r:i!t, O O BATCo document lar Legal Services : Health Canada 19 May 1999 ·t *ill ~i::: L'Zij at;o:c:a;:3 C~;e :i StjiJ~;~.le G: :i :~e ::::?::, :O Is;; :,e fi:s: ~~e;:i:n :ri::aEy::llen~ crve t.:n :::! :::~:ar dh:tt::~·? ~r:::::· i~:~!vio~ii e! 33:, Ij,e :iF? f.j::e :Eifl :O L:I·P: :~r: t.ae &8y ?": 33 !j :C 1:3 ~)iOS :nlj ;;:~~~y, vie i: i; f;: ~~l~t~ ?51 blr::2wan :r3l, :i :: :~t :~:s...... ;::.;.: ~h~ fij ·.Ee ,CL·*le!~.J ;p!~ no·. :I:::i~f !:3u: iGI~ Ii e:.4 ~Slp:$q i3'": a;;c:e :':e: t~e;: 3;:,:3:, ::? ::,2: ~r L:! v~:v L·: ··; .,..:.11....., :~a :::e ~, :fi CjZS:!5xl;k;b: :t~ tEr :·5:1~2: :1 33::::, :ttl:z~::on :t:*;:?: i::: ::.( 3.:v(y, :,: .: ,:,. ....: ..·.., ..., .1 i :0:t6:Za: :n:1,,;ec,: hjL;t :~f :.t::::,T :, t;!::.) :?~ j::i ii:, O C :;:~l:tF :ri ·5:;:!:f C: c ~C LFI h) ::.i :333c:,32l:, ;f::: ;, :,:, ·1.. :::e:: :::I :zr..:: :f :::: ;-:':·L. , Un O BATCb document for Legal Services : Health Canada 19 May 1999 I :o scl· the F:~jri:t:ai~e leis to tCj:L ail i~~t!uctiaas to ia~ervieut:j i:i e:in:sj i:, i~;i:i; ii::!:j an: t~a ael~al qses:i:ss a:? ~tii:e~ ia The il:e~vif~tr r:;t avoid ~iv.n; c:isi:t; r:::t :~e s~tfsc; of the in:t: vieu, I;svc:, :c;e of ~x: ;J!Fer inf;cace che reslstPnt ~o~i:~; a 'yer' as C;;PS~~ :O i ~:01 ans~~r~ !:Pver ex?la;a~ ~trr iou r~lnz a S.tjrin Faali, tay ~e: ~~D c:rsi:eE :~e c:5;:icnl!i:i i~ten~e?, iae ?rPfassi~~; fn:crvfe~e: ~eui~j se"::!l :.: i:ltiC!y, A3il :be F~estioj cxac:!y a I~f!f:;?~ ~: ia :he o:ftr given, ~boc;E 3 ressc~tm; a c~er::fn tffs:a ~:1 :eafn ;L, politely ignore :SC L:3Ye: c~e F:Ea::n ?Iiin ~~~n yoa ~t·;;o it on :liS :.:! jt:FiS a t!flti:e p~?oue, It co~;d C~r?3 t~bt a ::I:1 ;k :tjFG;L ~ta:S aljk?:, :he ;lij::eni~i:~ ii .;: CPsiF~ei ::: :~e :ej::nieot to sie , :r csj~ c:n :?in in;:::::i:~j ascr~ a:~~:n a; ive ~~~j:iOns to 1~~ ~jl;?e CC;Sl~j3f ca ::i :!i::n~l7r's :ej:itl, II al;: Cij:'.oiaa ::i ~~:····I '' "'""taa~ :····"' ~v ~lle Etj' ed::;i :n~ :!::::·-·· :: :rCI:! tiSil; -·L·:·l nit c::~:~i:e lilis :ain Fivea, tilters Fi::c: F3esti~ns 'fi::cI ou:' ;~~ a:e not sc as~ci certain eses:;aj, i,F, ?w,,,,,.: ;G: :: :,r I:: C,1 ~es ,,,,. P ;zakei; I;s ,,., : O E,j ?ou s:sasl (f! BATCo document for legal Services : Health Canada 19 May 1999 ·8 Yol should pay paltic::.ar atlential to ti:ler insr:~cipas vhe~ iirjt going through t~e ~uej:imnaire at ZPle~ I of rite if you ask a section of the interview ~mecessl:ily, you ~ili create a SaE~~ ic~!essiu on the:espoaCa' ~ith 1 disjointed dcfor?dnied by i.:~!ing taei~ and fd::l: through the pages of the questionnaire, when checking the gues:iannaire alter Ica?i~g the :spondcnl, ~C3 find ttat you have filtered cut I section 0[ the :a:e:vie~, 40 bae~ to :~e res ton lea t iee~iateiy, aTo:oFise ?:P:csely, end Foa,;;lte :~e :isjiilq c~lts;icos, Showfards :hse are cards ~~oJilg;id:3 Of words O! phrases, :~ey we used to ;roqr answers to certain e~!stiens to discover ~~i:~ of ten ,rand nd;pej a respondent has hcd:d oil, ;ney Ire also used to help tile respondent s'e[iae his ui~e:~c! he is Ix:r?eelg, tlRe sure the ~e~~o3del: lc!:3 these cards properly and ie:::es his 5!d31es if necessary, Jen there is no:e than re shovc~a:! ~i:~ a r;:t;:fonnal:e,:hty will ~o:;tily be at:~c~e~ in c:?~: on a :ing, .': is Es~a:ly easier to hand the se: of cards to ',:e respondent, as;c:1S ~i3 to turn the:,. 3veI one b;L one, F.o~cv~r, you c;s; ensure Ela: he !osirs at each car: Pn;Y unen ?07 reac:, rtt a;p:~::;l:a :3eErin, eod~E aos: eleas~:oas are ~:efo:e;, :n:s tik?;:nl: If;l::nO c.;lertion :ac:e is a !is: of t'e !iiel? ~s;e:j, ea:~ w,t:. a ~c~·: Jj' i:, :o O indicate tne ans~e: Sivenl ::n~ the sr3e: IljjiC :jp: b;O;'er, O ~ code 'o:jl:s' vtl: Incl.it sag a:;ee: it:::. ~1 i3:!:;:!wt: cannot Cp] N :C:;~:o Cnj' oi :se ;:t~:i:;, ;nt':a case :61 BTa:; ~::"li 57DU:6 ~I BATCo document for legal Services : Health Canada 19 May 1999 _· if r~e res;esden~ cLcFes his rind and yPu aezC to alter a e3~e, mike sure :te dl'e:a:ion is abdluiely cleat, e,F~ ';l;?ea did you :at 6y a Faci of cipa:r~:es7' Tott!'lres:~rCy ~~~~,,~~~~~,~~~,~~~ ~~~~~~~~~~1 2-7 l~y~ 140 ,,1,.,.,~,,,,,1,,,,,I,,.,,,,t i-1 ~eeis aFo ,,,,,,,.,,,,,,,,,,,,,,,,,,,,3 l·j Z~~t~ ~~O ·1(111111~1111·11·1·11111111 I;evt[ erase or sc:i3tle out, ~ Ens~er, bl;ayr cross it our r.i:? de~is!elg, -·e verbarim So:1 CcsO:iD; are c~a-ended, These ques;ion; have no ~:e~?CeC ~lue:Ei,:.r a J:act i; in wni:n you ?:i:e :he txlfe Jo:tj ::?: :n::esT;tfa: sap, ~:s:isS any ix:::?il~e;;;m;s, h':i:e ts~ :L rs?cndeJ:ls exact u;:~s, neve::e!c:~sil~ or c:i::inq an~t:isS, ~orlvinq U3 S~an ot:a::,:n5 ll~a :el~~3E:'s :: i a:Ct~:: E3kE :::S ::f,;e:E ~y 5:f·ni ::e :?s!a;~a: a :cta:f to c'!:r:~:·5 ~t :t:asj 1;;E; :~i ::3i5::l bi;o: 6::j:ninr :te i::;::3:ant in :e:l~ O h~t: t; ?O~ l:~e a;sj: .,,,,,,,,,,,,,,,,,~' 1* W 'c_~: i;3i:: ":r ;In a:e;: BA~D document for Legal Services : Health Canada 19 May 1999 lill'lt:19 e:se you lii,e about II 111(111111)1111111 Cca:4Je until t:e re;T3niat has nd nore lav#!aj:e coa.:e::; '.3 ca;· l~!?vc~:s::e 3S:,.:Cnls a:e b::cined in :~e 5dle ~~~: :ike 8e:: ,,,,,,,,,,,,,,,,.,:' ;;6il ~:;e ~e'~ p ~iie ajo·: ..,.,..,,,,,.3' '~!:~:1: else ?c~;en't ii;c! ajel: ~~,11~~11111 tei is ~ o:l; t:i L-,:avou:t3;a c;;;r~;s hare jen o:;s:aeC, 5 ~t: Jj ;J;'a~j:~ln~~ (;se7', i:'i a :t~y ily OEl L?i ar~ :ft ant;?: P:e:!a; is r:::' a:e :tielaj ;t3 ::! 9;:i c! ~ae !cia:a or tir ~:otui:, sc tta: ~i;:!~!b~e~, s::5::ii:j e!s :oon fo: ~ajs c! i;?:OP:lj i:, :~:::::·~f 5;:i; k:! ~ee:en:lr ~cjr os Late ;3f:1E:0 S'i 3:::tll2, a.t~: c: 'E;~ i: y;: :tas - ciee/~~::e:l' c: l~ti::s yo~ :~inl Ir ci:aljs::e: aa~: it:' Q "":' :3 ::::::e VL:I.'::~! '·"'·L" ·*'" " '~ C .6! ~1 :nl ia:3-:lo:r I::C ::t: :!s;ea tpr: ;;et, r::!jj:·5 i: sc :G1::19 195y3nd~:: ~lde:s:a~ti ]:~: ~~a: r:; van; N U1 E\ BATCo document for Legal Services : Health Canada 19 May 1999 i: ~a:s:Jal Details tr~~i:j are c3Fainei at ea~ o[ evc!ir i~:e:vie~, a!:~o~~h :tt~ !:e Es.illl,:~c:ded on the f:cl: ft4e of t~e e;·;rienasi:e, l:s as lo!l~~j: C;:r:a ~e:;:nel de:a ';~i~e ~oa;o zet i:r kls~P!in4 sil ny e,:~;:!a:s :cc~ i'o,r n~*e is ,.,r ~L: j'C:: aCE:tSj is ,,,, i 'n'tc~ aFe S!OI? ~S ~C: CD,f jl:d 7 If lecessrt~i al~ c:iir is ;~6 O::c:a:icn Of ti:e ~r!i pi yc:: j3cse/3;j !1 ~: tnz: Uu~ details a~e es:~i~sd ;: clae~ on h ra:e o:n;i:n of a Iespn~at jeil~ too e;~i:rastei :o :e:l ~ec,is age or oc:~Fst~io3r assess :~9 qe t: so:lil:!as; ci:::! t~t 2f?c5:lzte code, 2nr i/:i:4 '5' (ejtirc:ed) tlsi~e :~p c;tt P G O ~1 U1 BATCo document for Legal Senrices : Health Canada 19 May 1999 DUE UBIYSIS For each respondent, relationship between ratings and log of nicotine (or fir~Fness value] obtained for I~FT Intenolatidn of ideal paint to estimate resocnden's preferred impact or fir~fness Iev'el Individual's tolerances of deviation from ideal calculated from the level of discriminating ability ds seen from distribution of responses to varying stimulus levels i a BATCo document for Legal Services : Health Canada 19 May 1999 rl I! lr /r· i; /~ ' ;r, ,· k j Lllad· Y C r. C 'I it O O W I N I B~TCa docum~at br Llgsl Slnic~ : Hos~b hn~da ~9 Yy 19)9 BA'TCo document for Legal Services : Health Canada 19 May 1999 Demographics and priceltype remain ( the first level of segmentation Within this, need to look at other variables .C i- I '. ~ ) · IC BATCo document for legal Services : Health Canada 19 May 1999 CIILSSIC : BBUD IMIIGE STIIDY Objectives Assess the image of Classic on product and ilMge related dimensions i Delineate the exclusive values of Classic to strengthen its positioning in a distinct and relevant manner Assess reaticns to Classic advertising and promotions; evaluate to what extent these reinfo rce prerr,iumn ess I: C BATCo document for Legal Services : Health Canada 19 May 1999 Information Areas frrage of Classic via-a-vis other KSFTs on product and irrage related dimensions Motivations and barriers to smoking Classic; need gaps and weaknesses of the brand Reaction to Classic advertising and promotions; the needs with regard to a new positioning: the relevance, credibility and synergy of the current campaign among smokers BATCo document for Legal Services : Health Canada 19 May 1999 Research Design Qualitative research using the focus group discussion method Sample to include both older Ipre 1989) Classic smokers and newer, occasional smokers to review hypothesis about the brand's likely appeal to a new class of smokers i ~ CrJ i : BATCo document for Legal Services : Health Canada 19 May 1999 Saaple Spread and Markets Oel~i and Calcutta both strong Classic farlrets A total of eleven groups across the two aar~ets comprising own smokers and smokers of other KSFTs and senior filters, Upper income individuals within the ages of 25 and 9~; OEPB occupation / i BATCo document for Legal Services : Health Canada 19 May 1999 I! Findings Classle pareiivid to be the iineJt cigaratte barring India Kings by a lrajority; its packaging and advarti- sing sugges:?d a high status and conaaquantly it was an aspirational bread ;C II )I I! BA~Co document far legal Seniees : Health Canada 19 May 1999 Findings [Contd,l The Classic smoker constituency comprised three segments, one which was the 'core' group who clearly saw themselves as people I with taste and had no real problems in decoding the advertising; the second group comprised smokers who were drawn to the ( brand as it conferred status and was the 'in brand'; the third differed from the second only to the extent that they were ( financially less well oli acd constituted a large number of occassional smokers. Both these groups were anbigous about the advertising but it did communicate'an aura of exclusivity which they aspired to; the inability to decode the elements of the advertising did not appear to harm the image of the brand Il \5 BATCo document for legal Services : Health Canada 19 May 1999 Findings (Contd~J Classic advertising and promotions were clearly seen to be elitist and in keeping I~ith the brands image though the newer smokers would probably be happier to see the more eonverntional status cues e,~, car etc, being used It was recommended that the advertising rerrain Finally, it was felt that if the brand intended to preserve its ifidge it needed to reinforce its ex~lusivity rather more consciously; the problem is to manege the larger constituency not change the posi· tioning to cater to it 'i: o~ BATCo document for Legal Services : Health Canada 19 May 1999 Research Issues ji The use al proj ectives great ly enhanced the value of responses especially in the area c[ brand personality Difficulty in recruiting really upmarke~ smokers for gtoups In particular continues; could depth interviews be an acceptable substitute ij ~I· . ii c" BATCo document for Legal Services : Health Canada 19 May 1999 SEEMENTILTION Objectives To study possible smoker segments among Classic and its target brand smokers and to assess threats and opportunities for Classic in each segment Inlat~natioo areas Salience and awareness of brands ~bin, substitute, occasional, previous and future brands Irrage of Classic and other brands on product and non-product attributes A10 questions to determine attitudinal segments 1 N BATCo document for Legal Services : Health Canada 19 May 1999 1 I~ ·! Target·groups and sample-sixes Centre i Centre 2 Main brand Classic smokers 150 150 Occasional Classic smokers 50 50 Lapsed Classic smokers 50 50 Bin brand WFT 100 100 IH~in brand GFig 100 Main brand FSF,Y r00 I ~* 1· BATCo document for legal Services : Health Canada 19 May 1999 analysis Selected attitude statements factor-analysed to get basic dimensions in each centre. Sej~entation atterrpted on these dimensions~ However, segmentation on attitudinal dimensions alone not very successful, so some demographic dimensions added and re-segmentation carried out, 4 se~emts arrived at in each centre and positions of different brands examined in each of these segpents, BATCo document for Legal Services : Health Canada 19 May 1999 Analysis (Contd,) Segments isolated were it Gentle 1 COOtle 1 II ~of sanp]s ~ of sanple Aspirers 55 Arrived L dis- 28 tinguished Arrived B Non·Status- 26 i . Conscious Young 21 Young Aspiers 43 llnamh i i i cu s ( Yuppies 16 Old c6nservatlves 3 c :r' IC' BATCo document for Legal Services : Health Canada 19 May 1999 Findings (Contd~) Centre I C' In this highly fragmented r~rket, Classic's lead was not strong Strong threats from GFFB and Rothmans Image of GFFK and Rothmans as strong as for Classic, hence gains to the latter unlikely to be large j Smtlkarship and image of Classic highest among ine 'Yuppies'. HoH~ever, other brands rated better, overall, in all i segments 'r ic i.G BATCo document far Legal Services : Health Canada 19 May 1999 I' I I I' , Findings Centre 2 It Strong lead for Classic over other braids, therefore large losses unlikely from among it current smokers 1, Image of Classic positive among WFT smokers, however, price a barrier to its adoptian Smokership of Classic higher in the more ii upr~rket [drrived' segment, Image of Classi c equally high in all three segments BATCo document for Legal Services : Health Canada 19 May 1999 lr Research Issues Attitudinal segmentation method A two step procedure was used Step 1 Factor analysis of responses to it' d10 statements to arrive at basic dimensions ii Step i Cluster analysis based on factor scores for each Individual The interpretation of basic dimensions is sometimes unclear, due to al extraneous statements in the battery I b] statements talking about the same Issue (i,e. highly co-related statements) ii IC? it 1 P i r i C I \O BATCo document for Legal Services : Health Canada 19 May 1999 :r Segmentation Study I:F Saee A10 statements used : It. It is ndt warrh being sueeesslnl in lire unless you can show off'your success j( I wast all the gdod things in life at any cost It Is ir~ortant for me to reach the top Basic dimension - Ambition :r " i L~ BATCo document far Legal Senrices : Health Canada 19 May 1999 \ Statements not useful in segmentation : Gxamplts Pann·rrasala consumers are not modern in their outlook Classic smokers ate more distinguished than smokers of other cigarettes Classic smokers do not enjoy Hindi pop Classic is an exclusive brand Drlss-reit:icti~ns at clubs are desirable (:' jC ii j i BATCo document far Legal Services : Health Canada 19 ~ay 1999 L! i`' Research Issues [Cootd,) The different approaches could be a) preliminary qualitative research and previous experience to generate the statements - should ·r broad dimensions be hypothesized before the research and statements built around these ( ii Ilald 1 jn-nru~y uiiag a sly ilrge barl~ry be used to screen, fine tune and reduce number C' of stare~enrs Also, as seen in this experiment, attitude statements, be themseleves have not yielded clear segments, but adding age and income j yields nsch sharper segmentation, Shduld this method be tried more widely 1 :C ;r i b ii BATCo document for Legal Services : Health Canada 19 May 1999 r I, r· .. I' C ( ~ttltudlnal Surveys (I C r i' P O O s \D h) 03 I BATCo document for legal Services : Health Canada 19 May 1999 D r I- ' n r I` r rv~yolt~lillmlilalll. 'I it' i: 111-'1 :i ii ,· I! O C r i BATCo document for legal Services : Health Canada 19 May 1999 fl l~e Yhlt is lifestyle research 1 Traditional deaeription ot eonaunere I dcmographie C , lifaltyll: description of ePnr~n~c~ll beyond drographicn C · Ictivitiall - intartste i opinion Our dafifiition ~ lifestyle includes psyehog:aphies 'r` j N~ BATCo document far Legal Services : Health Canada 19 May 1999 (lhjeetives ,,,,,~,i Stgmnt tha market and position br~nds in cseh segment G better d fuller dereription of T target qrdupo to help cMmunications ·C N 1 BATCo document for legal Senices : Health Canada 19 May 1999 i ' i' fj ; It r Approach Contmversial ii' . utility ? Pilot study in one market and try to use j i (: ·· G O Lr! N N BATCo document for Legal Services : Health Canada 19 May 1999 ir bait Puslitstive study to throw oo Tdl I· . , Puantitat!ve~uTvay ( . +~ ~b~LbrJ h~ ~121 for ~'n~ire raduction ( · . n·1 ur*l 14 100 ~tC~ and 600 non·Po~lrs Analysis - cross tlbulltlan · faclot snelysia elustst · prorilin9 of cIuatets I (. Ir j I BATCo document for Legal Seniees : Heath Canada 19 May 1999 ;I'l qualitative Study fo unearth vsrilblel which can he used for differentiating consumers - life in gsnstli I! · rPokinp in p~ttieular i Twenty qrep discussions among Ino~ers and neo·spolera in diWrrcnt age·oeeuptian la;aants Oetailed axlminltion of transcripts to identify vsri~blei lr j I ~ h) BATCo document for Legal Services : Health Canada 19 May 1999 1 ;r r r Reducing the verilblae Lry large nLaber of vsriab2aa I need to reduce tuo rPunda of Ily ~dniniltarld puastionnairel ~lcng lA111 I~~pl# to acludl non~di~eriminatinp varieblaa r I P O O ~CI Irl N 03 U1 BATCo document for Legal Services : Health Canada 19 May 1999 Information Areas Usage - cigarettelbrands other products - media Profile - demographic - interests ii activities Attitudes - to smoking - to life in general C1' C~i N! O~I BATCo document for Legal Services : Health Canada 19 Yay 1999 1( i, j,· j( . I ( Sample questions i ( 'j i It' ii I * it jr /C O \O II-· BATCo document for Legal Services : Health Canada 19 May 1999 BATCo document for Legal Services : Health Canada 19 May 1999 'I- r j ~ iT~ Usage and cwnexship of other products j( , Ourltll a.ahip It . psrlensl product usage : If far rhtul, li~up:,.,. Dress ~ jeans, safari suit, lungi.... C ~xpenditurt on inte~tainmenil clothes, tobaoFP1 liquor i ( j Q Q C L~l Cj BATCo document for legal Services : Health Canada 19 May 1999 i' jr ji Media habits ( lar;l~s:· aad ~agsincs read jl. , Cinena and video frequency I rnFucney o~ TV viewing I Liking o~ different TV pragramal jr I ~· ~O BATCa document for Legal Services : Health Canada 19 May 1999 ii' I· ir 1 i ii ii Inte:!Jts it i TypL Or pU(iC i 5:c:ts : pl:ticiprtl in; YiD /I j O Q N BATCo document for Legal Services : Health Canada 19 May 1999 ~spi:ltiln and dreams i If you had n~ore time, you would like ta.,,,, visit friends, read b304C, take pay: in sports,,,,, i If you were to'win RJ 23,000 in lottery, you would save it, spend on self, buy durables,, What kind of career would you like your son to je ~1.. , Which of these liva would you moat like to leed,,,,, a rich busin#~man, a powerful politician, an ac:Dr, a scholar,,.,, :I if BATCo document for legal Services : Health Canada 19 May 1999 About him~elf and family i· Age, education, lan~uage of e'.ucetIon C i OEcupltion : P~paoised or unP:paniled sector, pvt or govt, large or small c:3n, father's occupation Mother tongue, religion, caste Harried, children, ages, warting wife, arranged marriage Type of family : nuclear, extended, joint rnF3ma, rrpcnditur~, savinge Original home town BATCo document for Legal Services : Health Canada 19 nay 1999 i' r r i Smoking habit ii' I , L1' Of ltdrting tongumptiDn level Hain brand a duration j . ~rlviour brand Loose/pack I I Vhether smokes in front of parents, elder brother, superior,,,,, j' C r C' I L'i r\3 CP BATCo document for legal Services : Health Canada 19 May 1999 i Smoking Peea~ions On which three occasions would your need to ~noke be the eost ? when tense or worried After neele With hard drinks When lonely Yhtn that:ing ri~h Irisdl i / Uith tea C ii BATCo document for Legal Services : Health Canada 19 May 1999 Ilttirudes to snokine :~ac statp·nt! i bokin~ imptcsJe! girls · SPPiine s~ou ona'a personality Smo~in: is Eons~dersd bcd Sno~ina shows one's neseulinitv I One smokes because one's friends snoke · The brsl of cigarette saokcd says a lot. i about the e:atus of the snoka BATCo document for Legal Services : Health Canada 19 May 1999 i Attitudes:e Imo~ing :s~me Btatements Even if ~Y doctor sayJ 1 bye to pivr up Imo~inCI 1 atili would not give it up j Snetiny ii .OeC mjoyable when 1-5 pl~7lr gef tc;s~her Yith a light cigasetttl ycu don't pet a Lick Hilde: cigarettes are Icsl hahtul I voul~ like to stop elno4ial j I :C r / I ~ ( ''' ~3 1 i . c BATCo document far Legal Senriees : Health Canada 19 May 1999 Attitudes to s:oking ;Inc statements An attractive !ookinq cigarette cack is very impp:tvt to me Smokers a:: Sene:ally more nervous kind of pro~le than non·smpke:s Pc~pl? start smoking when they get into bad comoany Sloking starts as I fashion, always If a boy gets proper love and afreetiun when young, later on he will avoid habits like spc~ing BATCo document far Legal Services : Health Canada 19 May 1999 Ittitudrs to lifo Opinion on · life around you · your work · your family - yourself as a person - society in F?n::al 37 attitudinal statelrnts i ; O BATCo document for Legal Services : Health Canada 19 May 1999 RttltUdeS to life :so~e statemen:, There is more tension at hone :a an at yark : , Yorl: should be dine arrely to r,:,,living so that the rest of the time ii Yours to ( dP do YOU like ja~ui:lli~: /Il~O::chlPII .O:) dl ~nem company by job does not ply ~e enough ~y wart is my relaxation BATCo document for Legal Services : Health Canada 19 May 1999 Ij Attitudes to life :sPne stlt,,t,tt i I prefer to on on vocation Yith ly friends rather thm my family · I enjoy meeting my relativ,, I do not have very many friends Often I drink in the eveningt to ~orgti my troubles · Hsina good clothes, good food end living in Style is rhlt life is Illabdut O BATCo document for Legal Services : Health Canada 19 May 1999 :i litituCes to life : sons statePrn's birlslwomsn art an important part of my frilnd'l eitFle' r enjoy inpIessing piople ( Homl is more important than wo:~ 1 alrdys t:! and sae as nuch noney os Possible ~ ~c5pcet traditional values BATCo document for legal Services : Health Canada 19 May 1999 P O O L~ Q L BATCo document for legal Services : Health Canada 19 May 1999 i r. !r LITEStYIE STUDY A#~~del Relating to Smoking H[HE TACTCRS I' i. Nlbd (O' sccial ~cccpt~nce; cig~~elt~ ar a meln~ of orojeeting one'a prsonaUt~ it t t4m~ u ~ p#kC~ O PtP up i. !~o~ng II a h~~~ eenditioned i. Pa~~~a~velscei~ Ir~king; need tot it pier pcup Iccr~~ncl I~ LSmo~R~ : hl~l lhal inviter ~~~1 It ~s;pprov~ lr IC· C BATCo document far Legal Services : Health Canada 19 May 1999 'r' LIFESTYLE STUDY X1:iluCes Relating to Imokino 6. Sr~cl;ino : a 'phytioipgicai' need b Sense of guilt : related to concern for healthl money spent ( '' F~Eli~::$d~" '"'''"' !' '''"' '"! '"imf;:t vigour S, Concern for health (health consi~iovs! lr C i O I, ~C, 1~ BATCo document for Legal Services : Health Canada 19 May 1999 I,· I · Factors : Attitude to rmo:ing ji Cioara~~e Is 1 soother : t: ?e: ul ( I:Snoke when I IP tense I s:ltt te io! It pr~t!~~s an3 dilfi~ul~n it r ·~Jke te Fc~ecn:;a:e ~::ter r i I g~C~(· to: relaxati3n /j it jC lr' ·( I ( O O Ipl O BATCo document for Legal Services : Health Canada 19 May 1999 ;C: ;Tr' Factors : Attitude to saoktng Sense pi guilt ~ I uould like to Itap motinp Damagr to health through ~a~king is I' sonrthine I often think bf I feel guilty about spending ePney on s~okirg Smoking is eonsidere~ bad ii BATCo document for Legal Services : Health Canada 19 May 1999 ( LIFESTYLE STUDY t Alli~~drr Relating Lo Life (:' EIGHT FPCTORS i, Need for recognition, reward, aehievernent ( at vor~phce 2, Introversion (low on sociabilic~); individuality C. f, Feeling of contentment; 'homebody' IC' I Fltiing ol Dan~m~nl, drivtn, worliaho!i~m ,C; i' I ~D BATCo document for Legal Services : Health Canada 19 May 1999 'r. LIFESTYLE STUDY litlituder Relating Lo Lile I. Fm loving, trcnCy 6. Need to impress; attention seeking I i, Conservatism; eonfotmirm 8. Materiatstic (seek material comforts) IC i I; IC i*i BATCo document for legal Services : Health Canada 19 May 1999 ii Factors I kt:i:uje to !ifr ( In:::ve:sion, ro~ on rotiability I d: not have vcn m!Jv friends I(r Ytcn i have rrcr time, I do not go pUt nuch but S:E: a: ho~e jr , 1 p:rlt: to ge ~n vcEat;sn ·rith my ~:irod~ (·vc) j . I r::l~ n:: lile to be diffe~mt l:on my l:ilC~;(·ve) jC· li· i: Irl BATCo document for Legal Services : Health Canada 19 May 1999 LIFESTYLE STUDY Cluster Analph:PCI R~jf6,Smo~en Attitudes Relating to Life P Cluster descripti(ln o tluslci viu:;;e i. P 1 i N BATCo document for Legal Services : Health Canada 19 May 1999 jT, :r LIFESTYLE STUDY Cluster Analysis :PCI RL~16 ~ Smo~en Five Clusters r i. Emulators · young, am~ilioul, ilamboyant 2, Sociable · OutplinS, eniov livinSI ), Oriveb · always bury, rot rontente~ a. Guiec · contented, ccr,scrvative, "mentall! relied" j(' 6 ScnfPmirt · h~me~ocy,aaditionai /C ·O i BATCo document for Legal Services : Health Canada 19 May 1999 lr LIFESTYLE STUDY Cluster An~lyE;s : PCI Es. 37E c smd3rs ~ritLldes !et;:::;~ :o IjlP lr iC C~:~s: C;le: ~7~ IC DllV~5 (. E~i~" 11% C· It :C P i ·· ~ i If! BATCo document for Legal Services : Health Canada 19 May 1999 It ,I LIFESTILE STUDY Attitudes relating to lifeCluster Analysis : PCI Rs. 376 ~ Smokers Cluster l·Emulators (31%) Ne~dlorr#ognaion Fetli~geo~eded I Tle~'lunbvi~ Nerd la ispels Ualeriali#ie low HiFh ic i o L~ ~e v; BATCo document far Legal Services : Health Canada 19 May 1999 ;I .C LIFESiYLESIUOY Cluster Analysis :PCI Rs. 316 ~ Smoken Attitudes relating to tile Cluster 2 · Soda~le 122tb) Manyllierds,90wtabl goonvacaliPn Enioy ~inp in80mbay Enjoy meeting relabes i 0~;jio~nelvenirJslo logetw6nies ( Ibw H~ i: i c~ BATCo document for Legal Services : Health Canada 19 May 1999 LIFESTYLE STUDY Cluster Analysis;PCI Rs. 376 ~Smake~s Attitudes relating to life i: Cur;old-DnvonllB%1 Have eve~lhing i need No free time Jcb does rc~ pay ercyh j EgylivlnpinBanbay I T~adhioMl,consehatEv( ( low n;gh O C Crl BA~Co document for Legal Services : Health Canada 19 Nlay 1999 I j( /· !I r jr i' /i r' LIFESTYLE STUDY Clutle Andysis:PCI R4. 3~6 ~ Smoker; Attitudes relating to life Cluster 4 · Quiet (17%) j( ~ave eve~hing I need 'I Do nol EQ cJ rruc~do ngl vaai~o r Enpyir~ress;ngolners Conseriallve j' LkY High It j( r /C C O O Irl C~J j co BATCo document for Legal Services : Health Canada 19 May 1999 UFEST(LE Si UOY Cluster Analysis:PCI Rs~ 376 ~ Smokes Attitudes relating to life Clus:er 5 · Conformist (124ic) Horr~ ~r~ hn~f-,eam Ihanwclk ~oul:;ka to ba Cnered trc~ o:hels R;, vey amCniscs Go or:t on holidays wilh rile and Chi~re~ j LI'N 1' j W \O BATC6 document for Legal Services : Health Canada 19 May 1999 I~ LIFESTYLE S'TUOY Cluster ARPllsia:PCI Rt376 · Smol~rrs Cluster profiler · brand vsa:e Emula~or~ S~ciable Dr;,·n Quiet Conformist 21 zl ~1 16 1; F~F~ 29 i!: ·~ 1~ ?j ·C 9 9 t: 21 16 C· P j O ij, O Cri i! C, BATCo document for Legal Services : Health Canada 19 May 1999 r LIFESTYLE St~UDY Uurler Analysis : PCI Rr~~6 I SmP4tn C[ulter~profiies · rmolice Iccilian E~nvjal0lS Driven Alter meals 78 i3 When tense and worrie: Thinking and concenlrat~no With friends ~1 ]b when lonely 2C 1B i: O BATCo document for Legal Services : Health Canada 19 May 1999 LIFESTYLE STUDY Cluster AMlysis: PCI Rr~76 t Smo~en Cluster profiles · interests, activities Enlula~a Driven Entertainment (Rs) 2111 157 r Clothes (Rs) 1278 990 Cinema (P~ 8:le85t once in 2 · i mon:hsl 6t 1] h~uliC preferred 01d Hindi liin an 10 Ghaials 19 ie r Icrlem disco 8 1 BATCo document for Legal Services : Health Canada 19 May 1999 LIFESMLE STUDY CluslPr Analysis : PCi Rs, 376 ~ smokers Cluster profiles -ar;itudes le12:iog 10 smoking Emulal~sD;iven Cigarese ~F~ ene a33ear lu:~ ( EravlalorrDriven ~1 Sm3M whl:~t~ibnely Emda~o~ enlOy~?ll~ PetZTS h2n E~JL~;ICI( Emulators ~3UI: Ilke 102;; Driven sr~king i \O BATCo document for Legal Services : Health Canada 19 May 1999 IfFEsme smDu variation across demographic gmup; O Smoking behaviour D [nterells, ac:ivitier P Pittitudes relating to life Attitudes relating to smoking C BATCo document for Legal Services : Health Canada 19 May 1999 r I ·( LIFESTYLE STUDY Cem~graphic groups ~c! :16·25(Y) Ys 16 ·:E) PCI:Upto iis.?OO !L) YI 91,5l1 ~ jVI ·i 'r ii IC O O i_ \3 L"] I~ i' In I ( BATCo document for Legal Services : Health Canada 19 May 1999 i LIFESTYLE StUDY Variation acma demographic groups Smckir,p behavlcur · smol;ino occasion E L II After meals :b EO Si 71 e'jth friends 52 ?1 39 J! c~hen tense 30 19 ~? Related to mental state is )I a? 11 j; rZs Companion b j3 ~O IS Cr] BATCo document for Legal Services : Health Canada 19 May 1999 r ,,,,. r khl·xb~*~t~ jMhudtS nl~ly lp lifo ~6 ·21 16·21 46 ( 16 · I U L V if ~srl~d~ uor4 bCSt anlv whcn Ulcro is chlnct of pmadon ]6 X6 bO ~P~ld ULe to wPr~ fcr 1 mPts ucU ~nown cdmpan! ~ ~6 4~ tB M~ ~b door not poy mo souqh X1 11 2.1 C: j. 1~ · $ BATCo document for legal Services : Health Canada 19 May 1999 (( I~ LIFESTYLE STUDY Vz,ialion across dcm69n phi: groups A:;I~des i~!~sno to ]lfe ~~z U 15~·1!1:·:' " 'r v i i L I r~o~n;eon r~as i ~ Yi/:'/,r//ll/l/;::;::5:~/li;lll u Irt:sreq~n Y I : u ~ ;~!~lnccl v I I L I a~m;m~r;: ~''~''~' U L I I tjnb~g iC ii ji b O O \O W Crl hi Cn BATCo document for legal Services : Health Canada 19 May 1999 LIFESTYLE STUDY: Variation across demographic groups AnL6i.e !e!air;g to s~:~i~3 (ccddJ u c ~...~.,.. C :s:J:lr~oi; v I i 1 ,, E r 4EC;SCal Y I i ii 1 i i U I·iP Y I .. I'l/ 1 E i!~e~san v i _I i 1 I 1~ 3~ r C P It O LF-l Ch: i' N BATCa document for Legal Services : Health Canada 19 Bay 1999 j\ lr It ~I LIFESTYLE STUDY )i Variation aao~s deaogrsphic groups d~:i(udcs reiatinG to ImCltinp :6 ·?~ i6 ·?5 061 !,· I L U S~IPlin~ Il~nore enlo!ablc;r a Sicl togerh~r I~I~P 1,7 ~,? One Jmo~es because ( rtienos Jlrelrl Z,i I,i c 1(, c; BATCo document far Legal Selyices : Health Canada 19 May 1999 Use 01 lifesty!l within a proposed type · price - socio II economic serlnentation, lilestyie data can be used for i pasitioninS better II fuller understanding of the target group lr' jC /i 1\ BATCo document for legal Senrices : Health Canada 19 May 1999 O G O LF] BATCo document for Legal Services : Health Canada 19 May 1999 I~ I Smoking i Isalth j C (: i. Ci i? ii 1 ic L~ BATCo document for Legal Services : Health Canada 19 May 1999 O BATCo document for Legal Services : Health Canada 19 May 1999 I' smoking b Bealth ~yy Intention to continue smokin; Conducted a pilot study an extent of perception 'injurious to t!lltR1 depth of belief - diseases caused : less serious vs ~c:e serious attitude towards regulatory measures comparison Setwaen tobacco products 03 'injuriousness belief about individual rights; smo~ine ii In public llF. Beed to extend it geographically and across years (C i P i' it BATCo document for legal Services : Health Canada 19 May 1999 I' r r Purpose An initial study in one r~rket to understand what people feel about the issue of smoking a health C I .C it G C C~ OI BATCo document for Legal Services : Health Canada 19 May 1999 iT /r I'· II Method Su:7ey among alesj cigarette smokers, bill smokers, ex ctgarette smokers t non smokers One large metropolitan city and in a it ru:31 area II . , Seq le size 600 i O C~ BATCo document for Legal Services : Health Canada 19 May 1999 ·r iT Paper is generally considered more harmful i· than the tobacco in a cigarette At~reness of the term nicotine is high I~ 1Snt not tar) among the middle~ upper smokers and lower nicotine levkls convey less injuriousness. Stronger cigarettes ij are also considered more harmful IC; j O C IrJ ii BATCo document for Legal Services : Health Canada 19 May 1999