IT"''EIO~8~~Fa !2:n Ig::lrx cj~s~ ITD G~R Ta ~iC:r:~;~a911:3 ';% ~t 1 Mr.lan KAQ(ING BRmSBAMatlCAN 'IOBACCD CO. pie Wcsnafwtcr House f.hIillb~ tONDoH S~PIP JJe Un9edKlngdom 2ad Nwrmbu, 1990 Snnlrtnl~'Y PrrPast ~dvrrtidnn.T~stlnn S~m _ij DwIas -''' 'TbirJdng bafir Em our brief tab! about the PrCPOsr rat ahcr the Snndpipn~Y'prrrenta6on, and giveo ~hu we could not mow It together wit the main pablwlon for timing masons, 1 feel it 1~ be helpful to you if i briedl summarise what this advenisiPg testing sy0aa offers, Mvediring pretesting is essentially about measuring the image Ehif and ehanp in buying rt~ intsabns I ~fermces for I brand whim may k txpcard to result Ircan 1 given cunpaipn fhis is normally not t8dltiitult to do, umil one m~cs the amunption that the two am plptSa ie. that it is because of M image shift that Ihe buying intuition score has ctunet, ( Hen the problem rJ;cs mt a quite diff#cnt dlmartien, linee one is t~M assuming dhs: the image uuibulc~ being muwcd ccvcr all niwil rclernnt for bra~ efioio in the pmctea area eorx;cned; ~ that one bws Ihe Imponan# of the amibutcs to each individual in the sample for bjs oi · si ha brand preiercnew. Ne ri~ta~indcd mulrblng or rweoreh Person wwld ever claim m be able to fully dem~tn~ FPulai[Y between image pcrapdonr and bland et~icc, but the eboice modelling Iffhniques ar use armdt~Wb reprsemt I decisive step forward in r~ aha. i BU$ at OllpBaaR~OI Id~r~l t~ imn whlln murm~ me IrmF shilt rmd manges in bu~i~ll~e~oru r#uld~ from I new ~dvudsinp #m#ptl campsi~, it also indlates the irladve #m~ibutlPnai~ach imaee amibule ih~he Cra~hwinm inccm~an iB stot. and ~cachr~andmti~ividnatlu~~ibt~~~ opaiblLt~sec on whim im~ee dimendo~s th~h~vinn imtndoat of dt key mrper Pmaa namely Ihe "ma~ninalr". a~in~ucnctd by ~ ILIIWmWi~. it it eiear that the prPdocr and bed image ~nrih~es used for the test must Eon#iwra 1 full set cwcdng all the rational and emadwal dimansionr smoltes use w dkctiminate between ·i Esandr We am use your existing set ilyou art radrstd II is compluc, or help you develop it, a ··· 0\ BP;rCo document for Legal Services : Health Canada 20 May 1999 I The #t·up of the Sandpiper" PaPosr a can be resumed as follows: · ~iolm~Uy lOl)computerised personal Inrtnlcws conducted directly on laptops (liI;e Icrlhe Snndpiperrwmodel inwvicws yw law in the presentationl · Pr~nhau: Standard SPndpiplrslartniew eOvering tF11 image of all brands t I NblU If desimd) · E~gpsure to the advertising stimulus Pon3hare: Repeat Srmdpipn~Ylntcrview, which can now be hne~d to include Pnl~ ~x image laribus which am lmponant for oxplaiFing buying intentions B machine wiu have calculated these on Pre spat during the Id, apo~urt phase) I Cdstf for rJnring Nch 1 study with b "Mnndy' dimpdr·u)nauit respondents and depending on the m8~kc: concerned would he around E9'WCflTMHI for ~00 respondents, hing is Ipprolima~cly 1 w~C~ 13 ObulY ~SSI. ( ~e am some major advantages olbls approach to advertising msting: one JLRbWS not only what image Plfis the n fampaia F~Pduees, but also the individual wrt~lan alrhifts to rdmuftdne b8md c~nire buying in~odo~), hi . am:wlapnrranp~ rimonrmpwi IB g~ammR dlcunp~iaa~ngas hey "mP~h~ ~Bst~ ~oUP · A n~lbed~Sandm'm~xrhaiecmPdd of themark~~eanctme~(wi~Lhill;l~endant rcr~ is not ndled, although the dam analysis t~hPipue used is the Same, · 'Ibe technique lends irrclIwell foruse In an intrmatianal brands ad. ttlrinn wnrra! aema rrva~ malkr:l. Apan frPm Ih:~cefdry lora pood imlge sloibott ser,~e is no i. RouirtmFnt for the Imal availability of any other data · ThLront ~e ~moa~duclv madm vs. wrm~ ad. pretcsdnl tedui~cs, and (a~ Mi ? extremely competidve in view of the sdv~Ed dydd technipues involved, I hope that this puu some order Into the nther uFmuFlured way in $Fjch you were shown ~s tcduiqus and for ulhieh 1 must ~polo~sc. Allnep~ t~ Snndpiper"PmPost test cuulot aplace Iproperlaa~el rr.sdel on which you would he ~Jrming brwd pwitioing simul~Phs, I tbi~ it merits your serious consideration for international advertising mating. ~mla~B~~. 'I: Yours d~fcdy, 1INI MnflYmPIG SYS~BMS ~d O Pe~ hfmcla O o: Mr Rob Fenis I~ CIJ BATCo document for Legal Services : Health Canada 20 May 1999 ~I b mi 1 s r o ai ~Ih r o~ ~I FI 'S O r rL -$ Ly O E~ ~ Qls or! Z o ~I =I I Z: m e·O C or yi Ir O O N BMCD doculcnt br LCI Bsnkls : Hr~h Cln~dl 20 ray ~DII L ) ~I a·· o 5 o > a "O x Ftr f U ,C srO r Oz ,o. t ZI I ?II Y 16 Sr i Z 1, Bo, (I) ~I I 3 0~) I m I II 110 r ~ld 0,h g ~lz EI C m 1 t OE# a a Ylr a rl) C t C ur ;I P )31 O x per i;b W(W a" a I PI a PO Q1 re 5 LL a pr a au I O oo;ej $ II rlr drrI ea I a a a hIC ootoosf P C P f i P P j Z :Er6~~ a o O N P U BATCo document for legal Services : Health Canada 20 May 1999 ORACLE UPDATE AND FUtURE DEVEIOPMENT~ O&IEC'I1YES COMPANY F1EYIEWS AND CONSIT~UC~ION OF REGIONAL NEPNORKS ME'THOD PENEtRATION TQ DAtE eASE StllblES Of METHOD APPLICATIONS: PRODUCt SPACE MAPPING BRAND I~AGE MAPPING PRODUCT QUALlfV PRICE SENSTTIVTTY SlhlULATED fESt MARKET MODEL BAT eo, RESEARCH CAPABILITY REVIEW TOTAL OFFER ~EST POLICY RETAIL CENSUS AND SALES'AUO~ AIIYER~S1NGI COMMUNICArtONS RESEARM SMOKING AND HEALTH PROtOCO1 FUtUR~ DEVELOPYNf PROPOSALS BATCo document for Legal Services : Health Canada 20 May 1999 W W~ 5tn F LIIL~X d C O L2 U UIL~ I C L Z Z d O j z a O ac Pt~l m Il(p~ C ICEOI U ~ ~SPry r P. O d 00 Z P O LO jte 5 O g Z OfZ O pP P 6 uZ O d w x Z plOU t g bm3 P m a E Z 4 Z e I~ 1"1 Z t m 1 P 1 z O U Pf t O L t L t P~2 3tBI L U IL UCIL zr pZmO o B~Co document br Legal senices : Healh Canada 20 Yay ~999 t; O Z r I :W Z tj O O e r ~O LL ii O Z 1 8 W I .O 2 r z o t P O I o I2 O a r 0:z t I 2 c 'I O ~ O P O P Z a o ic P U E r, Y iOZ g r d S O O I 2 o a P r C it Z W. 2 D r , tlo c 2( d O O d E 5i O r d tmr2 a .e B r t 8 n o u pqO~, L 60 O Z .d >Z- rEY~~ n:u P O 'O .r al z0 ·O t O I) 3 ~P'O i PP s P ~P (r .03 L O rr r 3 O b O I O O B~Co document for legal Sen[cel : Heath Canada 20 May 1999 (I] 4 Q W tC 'w W r O 2 P C3 O a a F (II a (3 1 c I c P I J 3 O Y C o r 5 d P O u .O z c 0 d 2 tt 3 3 Z r 4 3 O W t I c o z P O p 3 d P Z P U O Z b C I wo5re b I B P Z 4 ·) 3 C 1 r rXS ~ 6 c a c o O X~'OO ~O(~p ~,Lu~O G m m N BATCo doeument ~r leaal Senlces : HeP~h Canada 20 Yay ~999 W w 5 cn I PCP[ 1 ·Oa4 I3 n z U, o e w lu, > 'w 1 3 Z YOW f W BATCo document for Legal Services : Health Canada 20 May 1999 YI Qg~ a ~1 Let Y O O EI~ d o a 2 O OL K t~l mt c c I ·O a II C I tcr"o o o c O a ao *~1 El .Q b~ r a L )O a a t)E Z to O Z t ~I d zl a a rl m a 90( P O P ZliI el~ O ~e d Y 3 7 P~" .m r ~· 1IO aooIo i IILr O C O 2rn 8 BATCo document ~~ legal Services : Health Canada 20 Yay 1999 WZ V) P o I a 3 P a P , ~ r Z i:, P: E W J a c r W W P O W 3 4 P z o Z W cn Ztn t 1w V1=3 p a cn 3 W Z '0` P: ZWOC3 O ,~,o a' a O LL a P: P: .V) P' ~ U) O 'V1 t W w O Ut P: Q P: eW 6 ti; WPe .W a: ~ o BATCo document far Legal Senrices : Health Canada 20 May 1999 ORACLE RESEARCH REVIEW PROTOCOL RESOURCES AND COMMUNICA~flON PRAeTI'TIONER SKlll5 ) TRAINING PROFllf ( ~POR'TING RESPQNSIBIUtlES I RELATIONSHLP 'TO D~QSlOtJ AW(ING eOMMr~fEES ( CUENt RELAflONS~IPS · COh(PUTER UTERAeY, HARDWARE, SOFTWARE I INTERPRTATIOY REPORTtNG, PRESENTING SKILLS · AGENCY CAPABI1TTY (BY vstn 1 BUDCS'1; 5 YEAR TREND AND PROJEertTD ( ~05r EfF~e~ENeY kBFHODS SAMPUNG, ANALYTICAL PRdTOCOLS At~D COSTING OF: I REGULAR ILIAW(ET MOMIORIHG ( PR60UeTIPRErmErib TESTING I SEG~EHTATIO)1IAftlfllDINAI SURYEYS i TOTAL OFFEWfEST MAW(ETS I COMMUHIC~nONIADVERnSING EFFEeTIYEMSS I PRODUef QUAUlfV PEFICEPTION I PRICING RESEARCH I REtAIL CENSUS AND SALES AUDIT I QUALITATIYE AM) ADHOC RFISEARCH DEV~LOPhaM REQUIRE~E~S (·'IRAI~IING ~ RESOURCINB(BUDGET) SOeaSS16~ OLANNIN(; I HARDWAF~VSOmVAA REPOR'I1N~PRESENTING SKILLS ( METHOD PORffOUO o BATCo document for Legal Services : Health Canada 20 May 1999 U1 O I P W C r r II 1 c a r r P b q I a r XI Sac (( r B oO I rL P >I r ~w P U IO L1 I Oc t I ~ X1 C 0 ff r0c t o 3Opr OFca O Pp P t C (· 'to O a O (X f O mS pjO O N 4~ BATCo document for legal Senices : Health Canada 20 May 1999 2 IuZ f Pi zwZ gw 2 3 w o a a~nB 3 L I W 8 13 p 1 Z WaC WO eg 3 I a O co o c In P ~IL L in P: u) II IUI 1 aS In ~jo a li~ .Z 3 gwz Oaa m e DC WP ILaop3 IL a p:a os ii gs 2 Wt 3W3 2Q i P 32P WLO =j OXI~ Co O IJ O O O 3 2 3 iv V1 IU BATCo document for Legal Services : Health Canada 20 May 1999 9 Z // Q)m ha w~ IYI,ELi\ I I O OW YO 9 F a1112~ca w Z // c.luc Z ILdL ~ m m QTY (D o~z ul p p ul Ju t·W yaO Z0'C aa03 ri"o ~ ZO cn2 (II ~4 r O t U~ s a a 5 cn J I 0 rll ( O Q I 9 I· ru E o BATCo document for Legal Services : Health Canada 20 May 1999 IL /i D II) Z 4/ W V1IC~ T U I I W IQ1 "~ OB 5 z3L I/ii U //? I~ d~ // rl Ib 2 Zr XI n (L )I g a n r Q0. Y O z~t x~ LI O~ O, b EZL z ~ ~1 (O O,(I a ool dnIur3 I r a Oa (' 3 O O a a I O o a r z o BA~Co document for legal Senices : Health Canada 20 ray 1999 :t · 0. 'I C Ip i r r O E LI 1P r "E u L I r~P r' oL I r r Ie m Ed I (E, r 1~ P' I I LI e( O Ocl II O IL 2 Ee * pc O E eo c d oO I IL e P Orl O f~ 00 C L OY UL L 13 I P u Lc p I D ~O L ~ I Z ~5t;b d 1P i 01 r C~ LI I / I I~ZrOe ( c r g12 o 0"~I LOP r I -- O brE r oP I ~ I E''-P I C O'' 1)5~ a w fit~le· e mi Cr O pill, I e e' EO b~E *' I o0g,'o 3' $ L eot m P o ·,, E PO yld ErflL~ I~~PL O O N BATCo document for Legal Services : Heath Canada 20 May 1999 ZP Wr Oi3a Zlre aTP t' )L tl I P Il /a V) 1 /Lar I rg O~ PZ t~ " IP P OL ~IO ICZ >~t rl I(( 4a Pr 3 O ry' tL BATCo document for Legal Senrices : Health Canada 21 May 1999 EUROPE ~AR EAS"I HOUAND MALAYSIA BELGIUM HONG KONG FINLAND INDONESIA RIANCE SINGAPORE 'GEf~MANY AUS~RAUA SWTTTERLAND NEW ZEALAND SPAIN SOljtH:BMliRICA INDIAN SUB CONTINENT BRAZIL INDIA (TTC) ARGENTINA BANGLADESH CHILE INDIA (YST) ~tENaUE1A P~U(ISTAN SRI LANKA CENfRAI AMERICA AFAJCA COS·TA RleC~ ZAIRE El SAIVADOR CAMF~OON GUATEMALA GHIVIA' HONDURAS KENYA NICARAGUA ~ FIAUSyn PANAMA ~n~uRirus NleEFilA SIERRA 1EONE UGAi~DA ZIMBAWVE REGIONAL COORDINATION g~tRE INAUGURAL WORKSHOP YEN~E' BATCo document fat Legal Senrices : Health Canada 20 May 1999 i: cnll so wt sg LLL e~ o ow w 5: Y m, fl Iwr rn o~o '$ 31 1 I~ [r m V) w >II I\ i' ~I II I~ o ~1 3 t~ ~I I I I *O Q1 ~1 rl II I 1L~ Z rl I\ ' 15 WI I\ I~ NI I\ IJ rddddodddd rI Oet~eu H P (D (D O I" 0 BATCo document for Legal Senrices : Health Canada 20 May 1999 BAT~o document for legal Services : Health Canada 20 May 1999 tr aa PW blC ii tLL rI fw 3C P" w (U' PI I If W o Z ~I I I IE Z * d e O ra zi I \ I L6 mi I \ I 5~ 'O O P 0( i Iw rl I \ IP i I ,r~r r~ccL a rddddoddddr c in o BATCo document for legal Services : Health Canada 20 May 1999 O G h, h) u BATCo document for legal Services : Health Canada 20 May 1999 ETC BRAND IMAGE PROFILES (GOta LEAF SMOKERS) 10CAl i CFOREIGN ~EAP~ CEXPENSIYE UNDIGNIFIED UNPOPULAR ·I CPOPU1AR NOf YAUIE TOR MONEY VAUIE FOC1 MOIIEY OUTDAfED ~ LMODERN POOR~ I RIL~H SERYICEHOLDER ·I CBUSINESSMAN ~LU'TERAfE ~ ~EDUCAfED di]RAL~ 1 URBAN alD ~ ~ vMBla UNACCEPTABLE II CI ACCEFT~CE BATCo document for Legal Services : Health Canada 20 May 1999 ~· SE 555 BATCo document for Legal Senrices : Health Canada 20 May 1999 Ir.SE 555(U o BATCo document for Legal Services : Health Canada 20 May 1999 ~·STAR jS BATCo document for Legal Services : Health Canada 20 May 1999 P O O h, 10 IIPGL o to BATCo document for Legal Services : Health Canada 20 May 1999 :i:::~: r:~:: ::~: \';SIT U1' noo 1:uitltrs unY 28 29/1990 1. -~ ''·f h~-·· ." . " ·.'.. . C ' OS:DG Airport pick~?, hotel delive:~ ~t~:~S:~uci:a Ill!l:llo Invh I,d.Sicacir;· I'' FOX I i9100 Dinner ,?,, Ij ~OXD~ / 31:j0 tiorel pickup SUY 28 / 08:Co H,i3. ~~Escn~i:i,l i ~iscursi:~ ~.f?le - ~~kt ~sc~ir~ ~ *e:c:~ Cr~:, ptilojo~y, 3r~zis;rI~n, r3;E, I of ac:i~i;ies inte~l/exterr,al :escu"z~;, :~vicu lunch , i~j~sih S~aor H,O~ :genc7 ~:esentst!on i;), ' ' Research ~nt'l arasi!,.· I 15:00 H~O. Discussion jS.Fcx 1 ' .i Sauza Cru: research r~th05 ty.aroeiacti~it~i I !7:30 DeTiver~ to E,oeel : ~,p !0:00 Dinner ~~F"~ ;TUESDAY 1 09:00 Hotel pichp I"IB" :;~~ zs #,Fox `: i;~iT·i ·~ 0813D PluriPesquisas - Pr~e Evaluation:.Centre .~ ,·. - Ra~xl /RBrm~ ~Bl,iaR$, ~ilik, I:YEg~~i Se~entation, Cnelopment · IP,2!iv~ire , l[t~ 12:00 I~unch · ·. , iiC~WP l,i -I-· ·--··--(-1J: ao · Siaergia ·dgency .visii.~Ria · ii J ?·:,i .;oa lj:jO ~i,01 li~rap-up ;ad diseil3ion II~~F~x,· ~F :O .Dev~lcpmer,t oi~portu~i~ics, O~CLE .,.!· h, 18:00 ` ~slivery to hotel CrJ 7`'",i i!: ul 20:00 Dinner ·II' ]::~iw 30 / 16:jO .hliYIFi~il li~p0lt IM, nnD BATCo document for Legal Services : Health Canada 20 May 1999 qth August, 1990 BESTRICIED ~BBP~G D~OPHPSF~ PROPOSAL PROJB~ SOR OCKER PBdPOSbl ia develo) and strategically target a rev brand entry into the young adult (18-20) segment of the market~ BBQICROITBO Tn order, to successfully develop a young adult cigarette drier it is inportant to explore and devote adequate consideration to several key areas~ ~a) m~a: is it that is important to young adult slabkers today in terms of image needsl (b) Yha: Ire the factors that d;ive~brand adop:ion in the 18·10 age sepeni? (C) Bov is it that todays major brols are there and uhp are they vulnerablel ~ge seeds Past: and Future The development of individual image re~uirements are very much reflections of the social, economic, political and international trends of the day, It,follovs then that by' analysing and'undentanding todays trends will result in an understahding of todags image heeds~ By looking back ve can see examples'of this~ : Australia of the 60s vas veri luch dominated by international trends and events, very much followers not entrepreneurial or adventurous in political, social, or economic trends~ There was a want by Austl·alians to fit in, to be seen as part S of the big picture~' People generally leaked to overseas trends and beliefs and adopted these as a means of being perceived as with it, modern and up to date~ As a result international brands and trademdi·ks were then very successful~ Bothnzns Ki6g 5lTej Peter Stuyvasanii h~nhlll and Benson and hedges uere all· popular and proving brands, lu;ing the 70s there emerged a natianalisi~e pride and a search began for that it was that made Australians unique, ~ome grown vas the flavaur of the day with an irreverence to those things seen as not representativi of this emerging Australian psyche, Pence the emergence of linfield as the badge worn by those wishing to express their Australian fervour~ h 80l~nrr ~ha?lrt,rilld )y ti. larP ~i.y M inl~ iliv~n dpnttP i~nds. O I)escribed by many as the anxious BOs it became a decade where the "she'll be O right mate' attitude very muchweakened and finally disappeared. Once a O prosperous nation relying heavily on the fat of the land, the 80s realised an IY inability to compete in our traditional areas of liealth sllch as wool, vhaat, [U meat and coal. ,O BATCo document for Legal Services : Health Canada 20 May 1999 ~ .2- \Ihai then of the 90sZ` the situation of ~he 90s has very much been determined by ~bi iir;c~r~iinty of the 808l Economically the situation is poor, Interest rates ate at a record high, credit is easily ittkinablel inflation is high, there is a lalge cltrrcni account deficit tin rh~ hot too distant past this uas a surplus), the Lssie home once taken for granted as a rig~t is no longer easily attainable ~nd i~emplbymepi is high~ Emerging f;cm~the economic uncertainties is a ieaiisbtioh; in i~~rticular amongst the young adult population, of a need to take contlol; and to work now uhilst youngi in order to obtain those things Previously taken for aranted~ The 'she'll be right mate" attitude is gone, and yolinji adults are planning end working towards their future, Stemming from this is the trend back towards known, trusted and reliable trademarks that extend a feeling of stability in a world where so many things are out of their eontrol~ bri~s~ng from this instability is an air of optimism, that things will get better particularly if, on an individudl basis future success is planned for nov, The image of the 90s will be centred around one of rugged individualism, The need to come to grips with the situation and take control will very much he a part of todays young adults, Products like levi 501s, Lee jeans, Solo, 7UP, Chike Xolj, Tia naria, Cointreau, Rahli~a, Sairnoffi Corona and Redbadr beers hsve~already demonstrated how powerful this image can be amongst young adults, Popular TV shows like Miami Vice, 21 Jump Street and ~isegug also reflect modern image dimensions popular amongst young adults~ me ncuop Adult Smoker Not only must a new image driven product reflect the current image needs of consumers it must also meet the demands that drive the behaviour, Smoking is very much a social habit, in particular during the adoption phase, It seemingly provides the psychologically important functions of:- (a) helping courtship rituals begin; (b) makes you Bore attract~e to each other; ~c) helps to overcome loneliness; (d) can make strangers feel welcome or break into a new or desired social network; ~(e) is pleasant with alcohol; (f) is pleasant with or after eating; (g) relieves or reduces anxiety or stress; (h) helps or defines peer group membership, Ilore ilpartantly though it becomes a symbol of individualism, of a rebellious, antiauthoritarian spirit common to alldevel~pi~g young ad~lts during this so~eiiPes psychologically i:aumatic period, It is a period when reliance and dependence upon parents begins to dimihiih'and the adult individualism and separateness begins to emerge, There is the tendency for things that are a "no no" rrithin society becoming a "yes gesR td the young adult, in a? attempt to define their own d~~farentPess or individualism, Young adults firmly believe that image is purchasable, nis is reflected in the clothes they wear, the enterta~nmenl they seek, the alcohol they consume and the cigarettes they spobe~ importantly they probably have more disposable inebme o nov than they are lijrely to have in the future, · · BATC~ document far Legal Selyices : Health Canada 20 May 1999 -3- The recently completed Backet Sepcntadon Study identifies one segment, dominated by young a~u!t smokers, ds a definite opportunity area, This opportunity area has been termed the Chltjlide.WMa~:t"Ae7ie~thll"-'a~~iis~ sepent, and clearly reflects the target market about which this proposal is cen~red. The major points pertinent to this segment, as outlined in the Segmentation tepor~ are: (a) Ne current brand satisfies or eaten for the young adult smoker, Their brand choice is by way of default ~atber than choice, Peter Jackson comes closest to satisfying their needs but wins more by default than design, (b) In the hinj for some sort of indiu~idt~ality they smoke a wide range of brands and tend to delve into the less mainstream ones, i istablisbed braads ~il to altract· them becauseLt~er reflreflect. the world cf r·l Ti~t;ii i E i )·. (d) In demographic terms, 17X are aged between 18 and 20 (total sample average 82), 372 are aged under 25 (total sample average 262) and 532 are under 30 (total sample average 442), ~b~cSe'i~ssS~male's~ew ·(65X), (~)iSbe)~'i~re:'Pi~ce·~Pare"(gs~~ppo~sed ?tPlpll$:~eos~tive3 but nor buUc buyers, They're looting for a medium priced Prand with a range of variants that expresses a new, alternative image - an image of today, kn analysis of the 18-20 age group from ihe NHl reveals: and not value driven e,,d;,~~rh;~;ai,,6,,dsln~thi, ~~;'a;; 'Jinfipld (33X), Peter Jack;on (21X), Benson and Hedges (9X1, Escort (72) and Dunhill t7t;); (h) predominantly smoke mild brands (12mg and 8mg .6W, 4mg L 1U); ~) :Piid6miliaritly-?aoIre '259 (572)', 30s represent 282, 35s 7X, 40s 32; (d) 502 of the sample have had no previous main brand; (e) 63X have been smoking over one year and up to five years, The remaining 37X for less than one yeat; (f) ~JX bought a pafk rather than a carton on their last purchase occasion; (g) T6air places of purchase are primarily mill bars, heal grocej stores, dolls, newsagents, tobacconists and service stations (682);. (bj over 26X have purcbased at least one packet from a vending machine in the last week; 9~)'.:Pii~:'~:'~i~gzii~e:ri~;idershi~~for males include TV Veak, People, ~heels~ Penthouse and the PoPens Ilee~y. Primary mapline readership amongst C females include Cleo, Tv Vee);, ~omens ileekly, Cosmopolitan, Ilommf Gay, New C Idea and Vogue Pastion, ~ BATCa document far Legal Services : Health Canada 20 May 1999 __~_~ The Time is ~ At the time of launch Uinfield was ideally positioned to take full advantage of the markets needs, It's image positioning reflected the needs of the 70s, The juxtaposition of a dry witted dinkum Aussie vith those things considered to be the opposite of his expected lifestyle, elements of the so taled sophisticated life, helped to develop an irreverence for the upper crust and defined what the developing Australian psyche of the 70s was, not by direct association, but by poking fun at what Australians on mass, believed they were not. This image building device was particularly effective amongst young adult smokers because it also reflected the rebellious, anti-authoritarian nature common to, and eagerly sought by this age segment. The brand stood for and reflected the psychological needs of the young adult smoker, The Pinfield image has however aged considerably. Play-back amongst young adult smokers, as indicated by recent group discussions, reveals that none of the image building elements of the uinfield campaign are tithe: clearly remenbered or relevant, In fact they can't even recall what advertising ~~nlield does oou~ The Vinfield image is nov established by association vith its user base and its actual and perceived popularity, It is the safe choice. However it is clear that it no longer reflects the image demands of today and is challengeable on these grounds, The target market of this proposal is at the rebellious stage of development~ Things seen as established are rebelled against, things seen as authoritarian axe challenged~ Vinfield being established with an ageing user base is therefore vulnerable to an offer that cdrrectly positions itself with a rebellious image consistent with what Uiniield was, but reflective of todays image reqdremen~s~ In short it's time for another Oinfield, D~ELOPLIgK~ PBTlONaiE i Iljni!di Ir.a$riPI tCIPd Yifh M irmse a;ablilY liro~h clwpr association that has diminished over time~ Ir no longer reflects the same t]rpe of image it once stead for due to its ageing user base and non image advertising, II is a brand chosen by default amongst young adult smokers, due to the lack of young adult, image brand's available. 2~ ~here i~ currently no cigarette product Lhat reflects an anrl-authoritarian, rebellious image so important to the young adult segment of t~e market~ Image is important, pu~chaseab~e and desired by young adult smokers. 31 Such a development reflects good quality business in terms of.variable contributibn~ price, prestige; and direct product beneffts,are not top-of-mind in young adult brand selection, Pee: group association and elicitation bf the correct image is highly desirable, i, The largest existing brand in the market is Yinfield. This proposal O postulates a direct attade on the grwtb area of vinfield, the young adult O smoker. PiPfield's core market, as identified by the Sepenlation Study Pre N "lerms" or "8elehgets". Shitting their brand loyalties is extremely h) difficult. Hoverer, it is possible to cut off the braads supply of ner smokers by attracting adopters who for the mos; part snob Vinfield because In of its perceived pcp~arity, O BAPCo document for Legal Services : Health Canada 20 May 1999 -5- OBIHC1~ES 1~ To strongly esrablii a brand in the 18-20 age segment of the lariret. 2, To capture the !nge positioning pertinent to the emerging, developing young adult, and reflective of the 90s. TARGET HBRKET 811 smaicers betveen the ages of 18-20 currently smoking 25s or 30s pack sizes, TBR~I~ MB~E d young adult persona reflecting their need ~o be seen as anti-authoritarian, anti-establishment and rebellious~ Reflecting todays image needs of rugged individualism, of having control over all situations and events, independent of social comment with the freedom and confidence to make hislher own deeisions~ PROWSgD DRPgLOPlIWT Several alternatives have been developed to a packaging level and some group work~ The alternatives included, Victory a name that previously researched veil Ic in both name test and trial study. Players vas ~esearched in groups and vas found to suffer very much from an old fashioned, tired and old world persona, The third alternative that shows the most promise is lue_k~ Strike, ~hilst on the one hand Lucky Strike appears to be the most likely answer now, Project Soft Odrer extends far broader than one off brand developments and mus~tji~~ginyat thh 'con'eept'stage ~itb'inany':o~s' P~ips"~dndueted ~m~b~:ii~;j~Q·pd~iri~adult smokers. Bovever, as an extremely valuable learning process, and a real potential development in its own right, Lucky Strike is strongly recommended here for immediate development, Lucky Strike ~ucky Strike is the preferred development direction at this time for the following reasons, (a) Being an already established and somewhat known trademark it has greater cormnunitation and promotional opportunities in a non-media environment than a new brand~ (b) The distinctive ti~drj Strike bullseye device lends itself to doverful and impactful point of sale and outdoor communication, aiding the diffusion process dran~tically~ Pith the end of media in 1990 the pad itself will need to work far harder and Lucky Strike has this potential. (cj It could potentially be perceived as too "strong" a brand due to its B promotion and American connection, Bouever, careful consideration to O packaging and mindful nurturing and management of image should enable the O brand to be adequately positioned across the strength dimension, hi BATCo document for Legal Services : Health Canada 20 May 1999 -6- (d) The brand offers a major image building device capable of capturing the anti-authoritarian rebellious spirit of the young adult smoker, 1The Hotor Bikea. Properly managed and communicated the device has all the potential of the Ha:lboro horse and the Camel jungle adventurc~ (ej Its current worldwide 500ec motor bike sponsorship receives excellent TV coverage in Australia vfth all vorld events covered. The current lucky Strike team is extremely prominent and successful being in the top three in the constructors competition and the riders competition, hence the level of TV exposure is extremely prominent, The introduction of the Australian Grand Prix presents a unique opportunity to capitalise on a sponsorship event with the appropriate image and coverage, LIEVEZOPII~ TO Db'IE Packaging Lucky Strike is at a fully developed, packaging design stage, with four variants relying heavily on the Lucky Strike logo and the all important variant colour coding, prevalent in the Australian market. Product The need to appeal to the young adult smoker segment demands that irritation Se kept to a minimum, It will be necessary to develop low irritation products within all four banding levels~ Development through Project 'Bendigo' has already realised several very premising products, Pricing It is:envisaged t~t the folloving development recommendation would be priced at either Vinfield or Peter Jackson (if the 30s option is preferred) parirl~ The target market are not price driven they are image conscious, As a direct opponent to Vinfield and Peter Jackson it is important that it is no; disadvantaged on price but offers a more desirable image pull, HEIT STePS Further development stops involve product development, advertising development, printing of packs and research, ~U~CIPBTBD DEVIIU)PHWT ~P~DITURE fu~ Strike Packaging $6,000 Advertising Oevel6pmcnt 520,000 Research $20,000 c Total $46,000 Ltl' BATCo document far legal Services : Health Canada 20 May 1999 -7- Project Soft Odier kesearch and Concept Development $50,000 Packaging $20,000 Advertising $20,000 Product $20,000 Total $110,000 RBCOHHgBDBTION Approval is sought to spend up to $46,000 immediately to develop bcky Strike up to and Including tvo trial shdies, one in Sydney in a 25s format, another in Helbourne in a 30s format, An STN is recommended if the offer shovs promise amongst the target market. Further approval is sought to spend up to $1101000 to develop Project Soft Dj(er, This process involves cooeept generation and testing, packaging design, product design and advertising development, An ST~ vill be recommended when the offers are developed and tested, J,P, B(IGBES BATCo document for Legal Services : Health Canada 20 May 1999