~1,, ~R76~r - DCe MA PROfECt I FOCVS eRO~O REPORTPREPAWI FOR hlP~RLF~ TOBACCO UM[TU] AUCWT 1~ C~~ oE R~H~H6 D~IMA ~~.Don~o·~~~ Montrtdl(Oueb~c)GMda H~ ~ 63~F~ ClibPDF - v~~fastio.soni TABLE OF CONTENTS r, INTRODUCT(ON ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,I II~ AMITUDES TOPIARD SMOKING , I . ~ . ... , . . . . . . . . . . . . .. . , . . ~ ~ . ..,,1 A. The Benefits of Smoking ,,, ~ ~ , ~ ~ ~ ~ I ,~ ~ ~ ~ ~., ~ I ~ ,, I ~ I . ~ ~ 1 I ~ . . 1 ,3 8. Smoking and Health ,,~,,,I ,,,,,,,,,,,,,,,, ,,,,,,,,, . ,.. ~B C. An "Ideal" Cigarette,, i,,,,,,.,.,,. .,,,..,,.,,,. ...7 O~ A kfe" Cigarette ,,,,,,,,,,,,,,., .,,,,,,.,,,,.,,, ,,,8 rI[, EVALUATIONS OF THE aEvELOPMENT CONCEPTS ,,.,,,,,,,,,, 10 A, Product Assessments ,,,,.,,,,,,,,,,, ,.,..,,,,,,,,, 10 I. Modified flN ratio .,,,,..,,.,,,.,. ,,,,,,.,,,,,,,,,,10 Z New filter lechnoioby I 11(((11111~111)(111111111111(111~111 Synttetic tobacco.~.~,.~.~,,, . .,.. . ~ .,,......... ~ . ... ~12 O, Extersive tobacco treatment,~ . ~ ~ I ..... ~,~,~ . .,. ~,~ ,, ~ ~ . ,IB I. R3R'I cigarette development ,,,,.,,,....,.,.. ..,,,...,, 16 8, Conclusions ...,,,,.,,,,,,,,.., ,,,...,.,,...,,,,., ,,,,,,.18 Iv, COMMUNICATIONS POSITIONING ,. . ,,,,,,,,,,.,,,,,,., ,,,,,,,...19 v. TASTE TEST ASSESSMENTS ,.,,,,,,,.,....,,., ..,,,,,...,,.,..,, 20 VL STRATEGIC RECOMMENDATIONS ,.,,.,.,,,,,,,,,,,, ,,,,,..,.,,,,21 TECHNICAL APPENDICES ,,,.,,,,,,,,,,,,,,, ..,,.,...,, .,,..22 CENT~ DE RfCH~ROl~l~i~jA~ O VI C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 __ · · I, tNTRODUCfION Le Centre de recherches DCcima is pleased to present to imperial Tobacco limited the results at a qualitative study undena~cn for Project Day, The main goal of Project Day is to explore potential alternatives to conventional cigarettes that credibly offer the elements at traditional tobacco pleasure with a greater level of salety~ The objectives of this study were designed.to measure the consumer's utility and interest toward a number of product ideas in order to effectively guide the development progress, Five product developments were assessed: · A new filtration technology · Vapour phase reduction; · The RSR cigarette development; · A synthetic tobacco; · A modified TIN ratio· Low tarle~uivalent nicotine delivery; and, r An extensive tobacco trcatment~ More specifically, the investigation sought to elucidate attitudes and beliefs toward thee five potential avenues of development in terms of a safer cigarette product by examining in·depth responses to seven prototypes derived from these conceptual areas (Ke Appendix D), For each one of the eight potential products tested, the following areas were probed: I) the eltent to which the product can credibly satisfy smokers' concern toward product safety; 2) its ability to deliver the characteristics of conventional cigarettes that are perceived to be desirable; 1) the ranking of the five product ideas in terms of salience and interest; C~NIII~ D~ R[CH~RC~SD~CIMA I) the evaluation of the concept with respect to the basic product idea; the understanding of the rrade·oII process the consumer is willing to make in order to gain a higher level of product Safety"l C) the impact of age, sex and brand thigh vs, low tar) on the trade-off rationale and the salience and interest of each solution; 7) the most efficient communications positioning for the product, through trademark endorsement and other meansl and, S) the assessment of health concerns and reactions toward carbon monoxide, relative to tar and nicotine, Group discussions wereheld in Montrial, on August 29 and 30, 1988, A total of five dire~uion groups wee r#ruited among the following smoker segments (see Appendix A): ) 18 to 23 year old female smokers of 8 - 12 mg brandsl " IS to 23 year old male smokers of 8 · IZ mg brands; ~ 26 to 39 year old female smokers of 8 · 12 ms brandsl 1 26 to 39 year old male smokers of 8 · 12 mg brands; and, 1II to ]e year old female smokers of 3 - 3 mg brands, The group discussions were conducted in a similar fashion for all five groups, The report is structured along the lines of the discussion agenda (see Appendix C)I As discussed above, this exploratory study examines the potential of five conceptual developments against consumers' higher expectations toward health, The results 0[ this first phase of research aim to provide strategic input in the development phase of a potential alternative to conventional cigarettes that credibly offer the elements of traditional tobacco pleasure with a greater level of safety, CBJIII~ DE RECHEk~H~SD~Si~iA~ O Clil;PDF - !::!i·li:!.f3stlc.;:nlil & ~~rmD~ ~~aD ~alMe A, The &ncatlof Smoking individual satisfaction derived from smoking is defined in #rcrllva~l. The majority can I I attrihute benefits to smoking cigarettes whereas only a small handful feel they only get I '- ------------- negative health effects tom smoking, Both female and male participants ascribed to ------~, smoking cigarettes calming and soothing cffat~ properties which help them deal in 1 more relaxed way rim stressful situations It the office or at home, Younger female and male participants believe smoking helps them concentrate better in class and do better homework klule it provides them with heightened sensory feelings, Others feel that smoking provider them with an opportunity to keep their hands busy, therefore they feel more socially adept when meeting clients and others fwe·to·f~cl or talking to them on the phone, Many smokers believe the satisfaction they get from smoking will vary depending upon the moment they choose for smoking, For instance, I cigarette after a meal or with a drink is more eniolable than the cigarette cc takes almost automatically during the course of the hi, Needless to say that smokers who as restricted in their ability to light up in their arorkplace rYI derive greater satisfaction from smoking when they can do so, h is interesting to note that most individuals who cannot smoke in their workplace claim to have adjusted well to the situation, saying that they have gotten used to the situation Overall, some male participants tend to define their need for cigarettes in a more forceful manner (1 need Icilueac first thing in the mminlor else I feel like brlLinl everything") than some female smokers (It helps me relax,, I feel less nervous"), However, depending on the individual and regardless of lendhn 1 person will either claim stimulation or rcllladon a the end result sought in smoking, ~oJL who believe smoking is a stimulant also feel it goes weii with other Itimu~ts such as coffee or alcoholic beverages, That who feel it isareiaxant explain that cigarettes help them relax ad feel less stressed and mrs comfortable with themselves lust like 1 pharmaceutical rclxnt would, Finally, cigarettes are o integral pat of living for Imo~ar Cigarettes help them start and end their I! on the right lot it complements o~ in some casesl provides substitutes for meals, Cigarettes help ease tension building up at work or at hone, and C~TR~LCHERCI(BD~aY P O ClibPDF -~K~~fastlo.sonl generally reduce or guell any aggressive feelings toward coworkers or family members, it also provides compensation, stimulation and retaxation, As anticipated, taste remains an important part of the smoking experience, in all groups interviewed, even if other psychological and physical benefits appear to predominate the discussions, B, Smakinland Health c Health concerns are to~ot·mind with the wide majority of smokers interviewed, Even if the increasing social pressures are resented by smokers, most believe that "smoking is bad for you," the basic premise which is advocated by non-smoken Those smokers who live with non·smoke!s and suffer from some of the expected side effects of smoking, like morning cough or chronic lung ailments, are the most dissonanr, Most of them have tried quitting and cutting down on their smoking, either of their own volition or through medical advice, Furthermore, evidence of dissonance, albeit at a lesser degree, was found in most · smokers, They ate concerned about the impact of cigarettes on their health and the wide majority have tried to stop smoking (unsuccessfully) because they are concerned about their health, Smoking cigarettes is associated with respiratory diseases, cardiovascular ailments (especially for women taking oral contraceptives), lung cancert breast cancer, and birth defects, In more remote instances, smoking is also considered as a drug addiction, " Reasons given as the main motivations behind quitting are all focussed on health, Some claim they had ~it or cut down because of a lore thrsht~ Others have chronic lung · diseases, such as asrhma a bronchitis, and continue smoking in spite of medical advice, because they cannot quit, Some women have experienced severe headaches which motivated them at one time to ~uit Some women stopped smoking during their pregnancy, A plurality of men fee that "getting back in shape" includes a non·smoking strategy, A few women wee concerned about the health risk association between birth control pills and smoking and the impending dangers: strokes, bad circulatory system, A few women also wish they could quit because they feel they are more vulnerable to disease because their immunization system is weakened, Others believe smoking causes their skin to dry up and wrinkle eater, Kidney related diseases are also given as negative health effects, SM~ji~i~FD`Eli~CTl~j~i~MA~'~ Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill i i bal Yil Lr qna I* * ~ 31a I~d ~L bur i, ·F smokers' health because of the toxic ingredients (nicc6ne ad tar) that are burned up, A 1 tew loy that rbrp~a~ hPa~tl ~e vulnerabll 0 dpaa rmoke bccaurc 1Jt lungs Ire not used to ingesting smoke. It is important to note that older female ad male smokers of I · 12 mi cigarettes ad female smokers of 1 · I mi cigarettes appeared more concerned ad articulate about the health-related effKts 61 tmo~int~ These results are not surprising if one also considers that younger smokers of I· 12 mi brands did rot mention a many reactions to smoking cigarettes such a morning cough, sore Lr·t or respiratory aiimentsl Young I11II were generally talking about shortness of breath ad the need to get back in shape, while young females were more concerned about the effects of smoking and birth control pills, Environmental issues are mac salient amongst younger noklrs ad Icy also appear more preoccupied with social pr~urr~ especiaily those who are still living It home with non-smoking parents, i hatards of no~inl. In~MJ~?"faorr~dxr~i_a~~hl~!m·t instances, many ~sn~d_ank~ll.~~h iwl of 1 c~ldib~t~y~fhc~csau[Ecr Women smokers of i · I II brands were the most preoccupied with and informed about health blucr Although participants demonstrate a average level of information about the health hazards linked to citacttr~ very little specialized information is qplrcnt Very few are ~ne~lcdle~ur the different alrcdicMI maki~b~e~tarcttcs or the extcn! to which health ha21rd1 have been Sn~ad~~~p! ~ ah ~codnk cbrbon ~~~ or other ingredients, Uelt are incapable of identifying between the sensory or health effects of tt ad nicotine, md oae men c*n bcliovt tedctUddaloJ inthe cigarettes paper; "jmoke" is held by most as the culprit responsible for respiratory ailments, teneralll speaking, nicotine is perceived as contributing to heart problems because it "overstimulates" the heart, May also identify nicotine a Ihl drug which creates II habit," kLJ C LI~ /( k Z ( hri- r?" ~ CENTRE b~ R~HEMES D~CIMA ClibPDF - v~~fastio.soni _ I Tar is blamed for coating the lungs with a residue which causes lung and throat canccr~ The given symptoms of the detrimental effects of tar include: coughing, spitting, sore throat, voice problems, There is very little awareness that carbon monoxide is a component of cigarettes, Ihcn participants were asked if they believed that carbon monoxide was present in the cigarettes they smoked, most of them said they would not be surprised if it was present in their brand, Reactions to this probe indicate the degree to which smokers have developed a fatalistic attitude about their habit, as if they were expecting more "oad news," The direct link participants make with carbon monoxide is death by asphyxiation. Carbon monoxide clearly evdtes images of someone committing suicide by inhaling ear fumes, A plurality belie~evcn~gst the better edu~ed) that_toba_cco compa_nie_s have been - i~corpwaing chemical woh~c~s in_cigarettes lately,~ TheK chemical additives at perceived as being the main culprits behind the increased health risks faced by smokers, Some believe slight" cigarettes were the start of this "chemical revolution" in cigarettes, Others think the paper itself contains the toxins, C, An'ldeal" Cigarette fhe participants described what they believe an "ideal" cigarette would he like, Even if 1 health and giaf casideratians accwnr for many of the ideal cigarettes Mice~up, there is no doubt that product taste, satisfaction, sensory pleasure and the same configurations as conventional cigarettes are perceived as key elements in the smoking experience, C~NTR[O[RICH[RCH[IDkE~~ D Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 The following lists the expected attributes of an ideal cigarette mentioned by participana Table 1 ATfRleUTE5 OF AN IDEAL CIGARETTE PIHAT IT SHOULD HAVE WHAT IT SHOU1DN7 HAVE/CAUSE TASTE: Mildness Aftertaste Good taste Bad breath SMELL: Pleasant odour Odour AESTHETICS: Conventional colour Finger stains variety of party colours Ashes Smoke FORMAT: Conventional longer Anti·nieotine filter Anti-tar filter EFFECTS: A good butz Addiction Stimulating Heart stimulant Soothing,calming Longer smoke experience SOCIAL: To smoke everywhere Pollution Acceptable to ail HEALTH: Natural products Harmful toxins Self-extinguishing lung irritation Threat irritation PRICE: Mote cigarettes for a lesser cost D, A "Safe" Cigarette The wide majority believe that manufacturers have the knowSlow and resources to produce a safer cigarette, Only a few men believe that as long as there is cigarette paper and cigarette smoke, there is a slim chance that this laudable goal can be achieved, CENTRE DE R[CH~RCHES DL~CIMA Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 When asked to design this safer cigarette, participants enumerated the fellowing attributes a safer cigarette should or should not have: Table 2 ATTRIBUTES OF A "SAFE" CIGARETTE arHAr IT SHOULD HAVE ~HAt IT SHOULD~T HAVElCAUSE TASTE: Good taste Strength Variety of flavours Clean aftertaste SMELL: Pleasing odwr Odours FORMAT: Conventional Toxic paper Toxic smoke EFFECTS: "jame" sensations Stressful Stimulating Soothing, calming Slow burning Nomddictive Natural herbs Smoke Vitamins Nicotine Anti·tar filter Tar Cancersausing agents pregnancy side effects lung disease 1Throadinla SOCIAL: Negative impact on others CENTRE DE RECHERCHES D~CIMA Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 It is interesting to note that female participants are more concerned about the incorporation of "natural" elements in a safer cigarette, even going so far as to sugger~ that vitam;nr JhFJII~L~Y~~k(PA~n ~hp traditional formula, Concerns about nicotine dependency should also be alleviated in any offering of a safer alternative to traditional cigarettes, Commentaries on the product concepts presented here show that oMne iskcea MI tndi~eao "euil.thPu.lr~lu."nimtia~ -fnc ~nntr~ti~ly rnare towicsi?thctie or "unnaolral~. 34 ICW 'kcpLie~ believe the sly de eiternetivlir rmit ~ronhim ciaarertes 1 a~g~hl;LHoweYa, rmokerr who believe thai the tobacco industry could develop the know·how are also adamant: any safer alternative must deliver on taste and satisfaction, When participants were probed as to how much taste versus satisfaction they were willing to trade off in order to "get a cigarette which is better, heaithwise," taste appeared easier to trade off than satisfaction, The range in taste trade·offs (0% · 100%) was greater than the range in satisfaction (O% - 50%), Younger female smokers of B · 12 mi brands appear more willing than any other group to trade off taste for a healthier cigarette, Younger smokers of B · 12 mg brands and female smokers of 3 - ~ mg brands expect to get about an equal tradedff when it comes to trading off taste for a healthier product, However, even if older smokers of 8 · 12 mg brands expect to sacrifice about as much taste as the others, they expect a much healthier product, up to 71% healthier, Here, men tend to expect more than women, it is also worth noting that five individuals art not willing to trade any taste whatscever~ This compares with eight who say they would not give up any satisfaction, Those who will give up some satisfaction will, in many eases, expect a greater return healthwise. - -- CWTR[ O[ RECHH(CHBD~CIMA~-~-~ -- I Clit; PDF -!::!!::a::!.f3 StlC.i: 0111 i to m, EVALUATIONS OF THE DEVUOPMEM CONCEPTS A, Product Assessments This section presents the highlights of participants' reactions to the five different product areas explored in this first phase of Project Day against their initial expectations i i~~~leu'~nriuacl~Mlh. As the following will show, saliency and interest vary from product to product It is clear that preferences are influenced by the degree of concern one has about hislher health, and of course, the complexity and the believability of the products, i, Modified IIN ratio Qu#t i plm U i r:yvllti op~llmdiilli Tb.h! i bu at~uid,n nicorine~ While participants view Iavovably the fact that it promises to leave less residue, they ate less willing to make the trade·off in taste which is perceived as being substantial, For this reason, Quest offers more appeal to those willing to 1make a greater sacrifice on taste without losing satisfaction and who believe that they will be smoking a healthier prcdua, However, o~d~j~k~li i ta~t~Many smokers believe in fact that they would have to smoke more cigarettes J to get as much satisfaction as before. ~c~c~~m~~eioaalilic~ Because individuals believe they k;c~ also rates low on the health benefit sill have to smoke more cigarettes, few believe this Droduct offers a much - --~II" healthier oPtion than their current brand, low health benefits are perceived i upcchlly among low tar ttand smdtal brawe they daaatulhh ,nipcroarubair nicotine inta~ce, ~hey have already managed to break away" somewhat and do not wish to increase their dependency on cigarettes after having already made substantial compromises, ~best is the choice of a wide majority of younger 8 - 12 mt brand smokers, Cr~TR~D[RrCHERCHesD~OMA Clil;PDF - !::!!::!!::!.f;istlc :nlil ~, New[ilter technology Zenith Zenith cigarettes are designed with ii nc~C~t~?42chn010py:_vapour phase reduction, for many, Zenith conjures ufiM~dallion~ Belmonf cigarettes which have no taste, no satisfaction, and that are hard to draw an, Even if smoke is an undesirable feature of cigarettes, many would not want to lose it because they would be afraid of losing the feeling ("l'aurais peur de perdre le Ietling~ Even the product positioning, plant au restc,,, si peu", augments concerns tt~at the cigarette will be lacking in both taste and satisfaction, Health benefits are perceived as being potentially low and, in many instances, i smaka do not believe it otters a healthier alternative, Many express concern ever some of the components which are designed to make it healthier · cellulose, palladium and a coal filter, What are these ingredients? 'Jlhere do they come from? How can they be safer? What are the new risks related to these products? Smokers of low tar brands are not enthusiastic about the coal filter, Even;f a reduction in tar and gases is viewed as a good thing, many are very concerned about the presence of carbon monoxide which they equate with danger and death, Several claim this type of product would get them to stop smoking altogether, while others believe this it the next step before quitting altogether. The fact that almost half the women smling 3 · I mg brands preferred this product over all the others confirms these impressions, These women see it as the next step down, and as slightly healthier than their current brand, zenith also has some limited appeal amongst older female smokers of 8 · IZ mi, Major trademark credentials might not be able to stimulate demand for Zenith, unless the product positioning can overcame the preconceived beliefs described abwc, C~NTR~oERralERcH8D~IMA .I ^e Clil;PDF - !::!!::!!::!.f3stlc.;:nlil ~ 3, Synthetic tobacco tobacco Advent Advent is designed with synthetic tobacco and for the majority of smokers, there is no substitute for a real tobacco taste, Some mid·tat smokers would rather quit than switch, Men are especially vocal in saying that they are continuing to smoke cigarettes even if they are informed of the risks associated with smoking, and that if confronted with a synthetic replacemenrl they would nor make the switch because not only is it unnatural but it could not offer the taste and the feeling they expect out of cigarettes, This response illustrates well their overall reaction:'IVhy bother? it's like [drinking] beet without alcohol," Except for the 1 · I mi brand smokers, synthetic products are definitely not seen as healthier than current brands, Smokers of 8 · 12 mi brands are almost unanimous in their concerns about a synthetic cigarette, Most wonder what type of bnnatural" products are being used and the resulting health risks, while sevaal directly link synthetic with cancer·praducing chemicals, Female smokers of i · I rng brand smokers tend to believe there are major health benefits; however, many would not switch, Even maiw trademark credentials might not be able to stimulate demand, considering the extent to which participants reacted negatively to the way this concept was positioned~ --------------- --- C~IRE O[ ICHWO·IK DklMA Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Sherkooke Sherbrooke receives diametrically different reactions from Advent, Here, the taste trade~ff is offset by a perceived significant health benefit, Sherbroakels promise of natural grain fibers offers a lot of appeal, especially to women, And, the concept positioning reinforces the naturalness of the product by using Ides] fibra naturdles de grains," Many women believe fibersare important cancer fighting agents. This in turn finds Eonsonance with mast women's lifestyle choice, with the implicit association with new health standards, while most acknowledge that taste will be very different from what they have been accustomed tot an important plurality would be tempted to try it because it offers a clear advantage in terms of health, even if the smoking experience will be substantially modified, It should be noted that the "decaf" explanation in Vision is received more positively than the butter or sugar substitute analogy in ylerbrooke, because one appears to give up las or no quality of taste in the former, whereas the majority believe they would sacrifice a lot of taste satisfaction in the latterl Only a minority who use butter or segar substitutes, and who like the taste of these substitutes, appreciate the latter positioning, For this reason, a majority claim they would not compromise on their tate and use substitutes, Female smokers of 8 · IZ mg brands preferred this product overall, It is noteworthy that some men and low tar smokers resist this concept most strongly. Some of the reasons which account for these reactions include the fact that men tended not to be a keen to the branola scene" las some dubbed it) as women, Sherbrooke is "too natural" for their own pood, ~ENTE O~ R[OIWCHEID~CIMA -- ... - ..- Clil; PDF -!::!!::!!::!.f3 StlC.i: 0111 I, Extensive tobacco treatment Genesis Genesis presents the use of an extensive tobacco treatment to filter wt the las desirable ingredients of tobacco, this concept was popular among men and women, The notion that it is a natural Product which had undergone a pwitication" process appears to offer both the promise of taste and satisfaction, iIt~lh~a~raalnr A mid·t~high health benefit is expected from Genesis. Clearer to understand than 1 vision, Genesis is especially favoured by female smokers of 3 · I mg and by older g 12 mg brands male smokers, In the former group, the appeal is certainly the health benefits which are perceived to derive from the plrification" at the tobacco and the extraction of the less desirable elements of cigarettes (tar, nicotine, smoke), One woman's comments illustrate well the general feelingl:'1Vhen Something is purified, it is often better," Older male smokers also believe Genesis could deliver on taste, with a marginal decrease in satisfaction, and at the same time, it would not be as detrimental as their regular brand because it would contain less tar and nicotine, However, younger males are concerned that the sterilizarion process is removing all the basic ingredients which provide taste and satisfaction. They are also the most concerned with the use of chemical products for the sterilization process, Similarly, women in the 8 - 12 mg brand segment, who are fervent believers in natural products, disbelieved that a cigarette can actually be produced that is "better for you," Generally speaking, except for the younger male smokers, other smokers believed it would be a milder cigarette with less tar and nicotine, although some concerns subsisted about whether the products used during the sterilitation process would be chemical or not, and whether it would be easy to draw on, CWTR~ DE I~CH~RCHfS D~CIMA -·· ~· ---·--~--- -...-. - · A clarification of the "rterilitation" process will be necessary on two counts, first to alleviate doubts about new chemical additives, Second, to reinforce expectations of tobacco taste, Furthermore, the negative connotations attached to the word 'sterilitation" indicat~ strongly that another word, putrliccatoonl should he ttsed instead in the concept positioning, Also, the words "Poor votre tranquillit~" in the positioning statement might be seen as helping to assuage subconscious fears, but these words do nothing to promote satisfaction, especially amongst the younger male smokers who are the least interested in compromising on taste or satisfaction, The positioning would benefit from a mote upbeat message, A maiot trademark endorsement would appear to be positive among current J rmokcn who are looking far a healthier cigarette formula, '7 Y~icn Vision appears less popular than Genesis, The comparison with decaffeinated coffee is a double·edged sword, Some see it as keeping the taste they love, without the nicotine effects, whereas others believe they are sacrificing too much on 1 satisfaction while retaining a watered down taste. i Hany lirola illu a ~.parr.lle ~uim til.~~~. In th* mnt ~ una of each product are totally unrelated, even if both hold the promise of stimulation, Furthermore, those with I limited experience with the earlier brands of decaf coffee (chicoriel do not hold as positive an impression about decaf coffee as smokers who have tasted real decaf coffee, For these expressed reasons, it seems that the co[tre analogy appears to neal away from Ihe rewlutionary purification process and cloud over the taste and satisfaction benefits of Vision, C~NTRE~REC~HERCiiTs~i~i~M~-~--~- i n ·-··· Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill Based on the general discussions, it will be imperative to sell Jatislaction in any communication cffort~ In addition, it might prove more efficient to address the "evils" of tobacco directly, as opposed to making general references, such as,,, ~iimine la plupart des eompo9ntes indlrirdles," vhi~h only reinforce cwK:erns and beliefs that chemicals are being used in the process. The explanation also plays on the dissonance smokers presently demonstrate with respect to smoking and i loiah~nncpmhlolumlian3~*n~ton~'Wauian i i~'""i~2~ RJff's concept was presented in two fashions, under the Genesis and F~ova product names. Participants were fist introduced to this concept through presentation boards. Then they were shown a video clip showing a man smoking the RJR 1 product, The summary of the discussions held during the evaluations of the concept boards, presented below, show that participants, overall, were curious about the prbduct but many found it too un·traditional and artificial to consider switching, even if health benefits were perceived to exist. The video presentation seemed to increase the salience of the product and make it more feasible, Even if it generated mon interest, participants do not appear ready to sacrifice the current benefits they derive from traditional cigarettes. A few compare this concept with the cigarette substitutes sold by pharmacists to help them stop smoking~ Vision RIR~ cigarette development received very mixed reactions. Respondents were either very taken by the approach or opposed to it, it is perceived to offer either a lot or almost no health bencfitl~ interestingly, the evolutionary approach used to position this new concept contributes to no small degree in generating relative legitimacy even if it strays the farthest of all the products tested from a traditional cigarette Imoke~ The concept is hard to understand and the explanations used to describe vision leave many on their appetite land coneerm): 'If it's unlightable, won't people smoke more?" "How do you know when it's finished?" "What about ashtraysl" i C~NTa~ R[Crl[RCHKDklMA Q Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill Again, participants eqwte smoke with satisfaction and pleasure. Many wonder how they can get satisfaction from a cigarette that das not burn. However, Vision is recognized as offering a clear benefit with respect to the social issue of smoking because it has no smoke or ashes. Younger ms appear to be the most attracted to the concept, They believe they could get the same satisfaction levels without the less palatable effects of smoking, notably smoke and messy ashtrays, Older ms react more negatively to this concept. They do not believe it could deliver on taste because there is no tobacco i and no smoke. Many men and women also find it is an artificial substitute for the real thing, and they say they would rather ~uit than have to smoke Vision. Women find it harder than men to understand and they do not believe a more mechanistic alternative to the traditional cigarette will necessarily mean a healthier smoking 1cxperiuKI. Hou~evu, they do axrbe to its high hrallh benefits. Nova Nova also receives very mixed reactions, Even if the explanation is more thorough, i Bn pr~n~adaa ma~a it wet holtva~t~n nd qpalin(l~ ronu~. The specter of Zn~naturalness" conditions most responses. Mentions of "filtre de cellulose,,, et autres substances aromati~Jn et la glyeirinc" reinforce these '1 negative impressions. It is perceived as somewhat less healthy than Vision, As with R3R4 vision, Nova lacks the desirable parameters of a cigarette: lighting 1 up, blowing smoke, hutting it wt, Very lew can attribute sensory henclhs to smoking a Nova cigarette, Many want to retain these traditional benefits and claim j they would not compromise and smoke these new cigarettes. They would rather ~uit altogether, BI Conclusions i DU1YICU(I iOil daailp~lllllh m. IPI1 m"lh~u' ~k wnwrlrbmaP of smokers interviewed, It does appear to offer the best compromise solution to the issue of smoking, by providing an acceptable taste and satisfaction trade·otf for greater IIENTRE DE RECH~RCHB D~CIMA I - -- ] 18 i Lli ~Ls lp. ii p.s lil.r ~~~I ·lit~e4 ha is less concern about its ahiiitY to deliver on the promise of a smooth 1~ satisfying i dt~s bl*L a pid wt ~a4 LI mcllC*lail ~~1 LLm Inc somechanges, it is also very important to alleviate fears about the usage of chemicals i i~yabllp, Sherbrooke ranks close behind in appeal, 8arults show that those smokers, male and female, who are moving to a more natural diet and lifestyle, are more interested in hi perceived health bcnc8tr Marginal tradMffs in satisfaction and taste are andclpltcd~ The 838 concept doc~g~cc[lt)~ lot of interest because it least resembles traditional -"~e cigarettes, Even if both health and social benefits are perceived to (~h4 smokers do not appear ready to modify their motbl experience to the degrees implied by either the Vision or ~lconaptr tiving up too many of smoking's plcaurc~ such as tobacco taste and smoke, seems to de majority as the last step before p~dnl cill'clft' 1 altogether, k 838 concept appears a accentuate too m~m of the dissonant factors smokers associate with smoking, robbing them of the last iiiusions they have, 1 m( I~lclpl turrddD ·r ~I· a d iaax · ~e· a di~ a 6as~ Shcrbrooh or Vbi·IRo~L CWTR~ [X I&He&HB DCOUI B i a ClibPDF- v~~fastio.soni ··_I 1.1 IY, CCMMLIN1C~TWNSPMmONINC i. i Data illustrate the extent to which smokers are concerned about their health, Even if the social issue of smoking has touched all of them in their public and private lives, it [. 3 does appear as if the health issue is at the root of the switching, cutting down and stopping behaviours, Social pressures act as catalysts and accelerate the persona~~ dKiliOr 10 th.p( kOm b,ib 1 ImOi(V (D I non·vndiar. Health concerns must be addressed in the strategic poljitioning of the halthier" [-f alternative to traditional cigarette smoking. However, the need to stimulate interest and demand for any new product while presenting the health rationale does imply the L-l need to use the appropriate spokespersons and consider the relevancy of major trademark endorsements. 'rl Based on the dixussions, a major trademark endorsement for Genesis wwld appear [r I beneficial. It would legitimize the new approach and product and provide smokers T on product quality,looking for a healthier alternative to their current brand with an historic reference based ii I With respect to the choice of a spokesperson, this study was limited in the assessment of i the crlilhy pi varQur Iwrcer None of Ihe prexntation bwrdr nielrtd II people in ii order to present the concepts, However, it would appear that there will be a need to .B present Genesis using a very human equation, in order to override health concerns and i I' increase its salience, Further studies should investigate the appropriateness of various spokespersons, i,e, medical experts, researchers, smokers, non·smokersl depending on the specific target I groups identified for a Genesis launch, 1- L~NIRE D~ RCCH~RCHES D~CIMA -~-- I r I Clit; PDF -!::!!::!!::!.f3 StlC.i: nTii V, TASTtr TEST ASSESSMENTS Five different cigarette products were tested by participants alter the concept evaluations, participants were told that these products did not necessarily fall in the categories of product they had just discussed, And, each segment of smokers tried two of the five products, Pour products were rotated in the 8 - 12 mg brand segments: 11553, 11870, 11721, 8114, Two products were tested by the 3 · I mg segment: 11151, and ll00X The following highlights both positive and negative reactions to the products, 11153 received the more favourable eomments~ Overall, its taste was more familiar, comparable to Player's Light or du Maurier, IMany found it satisfying, Intercstinkly, while 8 · 12 mg smokers found it easier to draw on than 11725, 3 · 5 mg smokers found it a hard cigarette to puff on, 11820's taste war described a good, but generally speaking, it was not strong enough to satisfy the 8 · 12 mg brand smokers, Many also complained that it was hard to draw on, 11725 was described by a plurality as having a pleasant taster even if some found it had an American tobacco flavour. A few claimed it left no aftertaste, However, many smokers found it was hard to draw on, Some participants had to relight the cigarette which kept extinguishing itself, Older male smokers found it particularly less satisfying than 11870, (1119 was generally disliked by 3 · I mg smokers, They found it too strong and hard on their throat and lungs, However, when given the choice between 111i4 and (1001, there female smokers preferred t~w~to-onl 11151, 1005 was described as being very hard to draw on, Many smokers complained about its taste, some because it was too woody, others because there was none, C~jiE DE EOIHICH[S D~C MA V1, STf~TEtlC RECOMMENDATIONS Genesis off as the most palatable compromise for an important plurality of smokers, delivering on taste and satisfaction and more importantly an health bencfits~ Sherbrooke ranks close second and it is clearly perceived as the healthier solution by women, who expect only a marginal loss of taste and satisfaction, The R3R development comes in third place, It offers smokers an alternative that appears to resolve many of the problems associated with the health and social issues of smoking, but goes too far to appeal to smokers who like their cigarettes, Quest appears as the most realistic concept but ranks only fourth in terms of preference and health benefits, zenith ranks last in terms of appeal and salience, Data show that health concerns are the predominant causes of changes in smokers behaviours, and that concerns about increasing social pressures act as catalysts for witting or cutting dawn on smoking, Therefore when positioning a new product developed through an extensive tobacco treatment, the communication positioning should focus on these concepts which can anticipate the health concerns of smokers, offer the least negative connotations for non- smokers, and at the same time, satisfy real smokers with sensory and psychological bcnefits~ Keeping tbr imperatives in mind, it is clear f~f~i~~ a traditional tobacco cigarette, the more difficult it will be tonositian the canceot~i a iegitlmae cigaretre~ Popular brand and eademark credentials appear to be an asset in many of the concepts tested. However, it is still too early to narrow dawn the choice for third party endorsements, Several different avenues should be tested, once a positioning strategy is developed for Genesis, Cn~R~ DE RLCHERCHB D~CILIA 6ZS6e000P C: I i I; P D F ;··!:!!:!!:!.f3 Stl C:E 0'11l TECHNICAL APPENDICES 1 APPENDIX A, e~ lDIlrv nveaeleHI 23 1.1 I ItLll~)l)ltlt~lll~ll~11(11111111)~~111 B, BRAND SEGMENTATION ,,,,,I,I ~ 1 1,,111111 ~ ~ ~ ,, I , ,II I II 1 ~27 j CI DISCUSSION AGENDA ,, ~,,,,,.~ ~ , I I i, I I II ~ , I I ~ I I I ~ ~ , I I , 1 128 O~ RECRUITMENT SCRIPT 1111111111~~., 11~1111~~,~111~11~1 1,32 E, CONCEPTS DEYELOPMENT , I , I I I 1,,1~ I I,I 1,1,1 I ~ I ~ ~ ~ ~ I I , 1 ~36 CENTRE DE RECHERCHB D~CIMA r1 op ClibPDF - wr!r:!:f3stlc.;:nli1 3 A, SURVEY OVERVI~ J j~ Recruitment 1 Five IDjlr grouC vae reouited h Mmtrial. The garticipantr Iven Krtmcd prior to the focus groups so a to insure they rere all Canadian residents ad grouped as follows: a one group of women between 18·21 years old, smoking cigarettes with a strength between 8-12 mg (see Appendix B, list i for the brands)l 3 a one group of men between 18-21 years old, smoking cigarettes with a strength between 8·12 mi (see Appendix 8, list I for the hrandsl; a one group of women between 18-35 years old, smdting cigarettes with a strength between 3-5 mg (see Appendix 8, list It for the brands); a one group of women between 26·]9 years old, smoking cigarettes with a strength between 8-12 mi (see Appendix 81 list i for the brands); and g a one group of men between 26·)9 yeats old, smoking cigarettes with a strength between 8-12 mg (see Appendix 8, list 1 for the brands), 1 Tot group dircwrioa were canied out in Montrial, at IOM RFleuch on Augwt i), 1988, at L:OO p,m, and 8:60 p,m,, and on August 30, at I:OP p,m,, 6:00 p,m, and 11:00 p~m~ All groups were moderated by Michelle Massie and data analyzed by Michelle Massie, i ·iali~asY~i~~~~luarnswl All participants were recruited by professional recruiters from les Consultants 1 InrHvvw,urr L.B., luptrnrd by Le C~ntn de Idnchtr Oklma loliaving p~mdurtl as outlined above, Participants were paid SM, All were informed that the discussions 1 were being tepe reclxdd, and thar thy were being ebrrvrd through a MI1-say mirror. J LENTR~ DE RECH~RCHES D~CIMA --- O Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 3 I Particioants 3 Table b pr~mu the dcm~paphie proiih at pople uln attended Ihe group dirunionr. TABLE A DEMOGRAPHIC PROFILE ACE SEX OCCUPATION FAMILY INCOME BRAND SMOKED GROUP 1(N:9) J 21 M student Over $05,000 Export A Mild 25 M Sales representative $26,000 · S359000 du Maurier 25 M NA' $36,000 · $15,000 du Mavirr 18 M Student 521,000·$25,000 Player's light 20 M Printer SZC,000 · 535,000 Export A Medium 2s M Bookseller 526,000 -S35,000 Export A Medium 22 M Student $15,000- $20,000 Player's light 22 M Auditor $21,000· 521,000 Player's light 2~ M Student $36,000 ·$13,000 du Maurier GROUP Z (N~IO) .] 21 F Store cashier Over S45,000 du Maurier 21 F Secretary Over S1J,000 du Maurier 21 F Insurance ·] 23 F Student SIX000·$20,000 du Maurier representative Over 545,000 du Mautier 18 F Student 511,000 · $20,000 Export A Medium 20 F Office clerk $36,000 ·$11,000 du Maurier 23 F Office clerk 511,000 - $20,000 du Maurier 2a f Office clerk $11,000 · $20,000 du Maurier 20 F Cleaning lady $11,000· St09000 Belvedere Extra Mild 21 F Office clerk St1,000 · $211000 du Maurier 1 NAl Not available C~TRED~RECHERC~S~C)EOMA Clit; PDF -!~!!::!.f3 StlC.i: 0111 ACE SEX OCCUPATION FAMILY INCOME BRANDSMOKED GROUP 3 (8:ID) 18 F Waitress $36,000 · $1J,000 Craven A Special Mild 20 F Waitress S1I000 · 520,000 Peter 3ad(son Extra light 23 F Homemaker 521,000- $211000 Accord 21 F Homemaker S1J,000 - $20,000 Craven A Special Mild 30 F Homemaker $1J,000 · $201000 Matinie Slims 30 F Computer operator S21,000 · $21,000 Matinee Extra Mild 33 F Homemaker $15,000 · S209000 Matinht Extra Mild 35 F Homemaker NA' Matinee Extra Mild 30 F Student $21,000 · $25,000 Matinee Extra Mild 21 F Bank cashier $21,000 ·$25,000 Matinie Extra Mild GROUP~(N~S) 31 M fweller $26,000· $31,000 Matinee 30 M Tailor $21,000 ·St1,000 do Maurier 31 M Auditor SM,OOD · $45,000 du Maurier 34 M Office clerk $21,000 · $25,000 Craven A 26 M Research assistant S111000 · $20,000 do Mauria 30 M Office clerk $36,000 - $45,000 Player's Light 28 M Fur tailor $15,000 · $20,000 Player's light 28 M Day labourer $21,000· $25,000 Player's light 30 M Textile machine operator $21,000 · $21,000 Export A Medium GROUP I(N:lO) 36 F Homemaker $11,000 · $20,000 du Maurier 35 f Homemaker $36,000 · SIS,000 Belwdere Extra Mild 31 F Snack bar owner $21,000 · $25,006 Export A Mild 27 f Day care center coordinator Over SI~,OM) do Maurier 29 F Homemaker 526,000· $35,000 Player's light 29 F Homemaker $26,0o0 · $31,000 Players Light 36 F Olfice clerk S269000 · SfX000 do Maurier 26 F waitress $11,000 · $20,000 Player's tight 28 F Bank cashier NA" Vantage 21 F Hairdresser $11,000· St01000 Players' light NAl Not available CENTREDEl~rCHERCHrsD'~IMA E~ Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 i, Procedures The order in which topics were discusssed can be found in the agenda in Appendix C, I, Statement of limitations The findings of this research are based on the results of our group discussions with 48 participants. All respondents were recruited randomly; however, due to certain known response biases, it is not possible to statistically determine the extent to which the findings are generalizable to the entire smoking population, Nonetheless, the findings presented herein provide clear directional guidance with regard to the objectives of this studyl -- CE~IRE DE R~CHERCHfS DklMA i ---- r .. -- r Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 8. PRAND SEGMENTATION LIST ( LIST II 8-12 mg ~-I mg j CRAVEN A MAT~~E SLIMS ROTHMANS SPECIAL MILD MATINEE EXTRA MILD ·3 DU MAURER CRAVEN A SPECIAL MILD DU MAURIER LIGHT ACCORD 3 DU MAURIER EXTRA LIGHT V6COUNT EXTRA MILD PLAYERS EXTRA LIGHT PETER JACKSON EXTRA LIGHT .] PLAYERS LIGHTMATINiE (YELLOW) BE1YEDERE, EXTRA MILD j EXPORT A LIGHT EXPORT A EXTRA LIGHT ,3 EXPORT A MILD EXPORT A MEDIUM VANTAGE ~ENTRE O~ R[CH~RCHES D~CIMA Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 C, DISCUSSION AGENDA I, INTRODUCTION OF PROCEDURES, 2, BRIEF OVERVIEW OF PARTICIPANTS' SOCIO-ECONOMIC STATUS AND THEIR RESPECTIVE HISTORY AS CIGARETTE CONSUMERS, DISCUSS THE ELEMENTS OF ENJOYMENT IN THE SMOKING EXPERIENCE, 31 DISCUSSION OF PERCEPTIONS OF SOCIAL AND HEALTH·REIATED REPERCUSSIONS OF SMOKING CIGARETTES, EXAMINE INDIVIDUAL CONCERNS AS TO WHICH ONE 15 PERCEIVED AS j THE GREATEST DETERRENT FOR SMOKING CIGARETTES, DISCUSS THE VARIOUS HEALTH ISSUES DOMINATING THE PUBLIC AGENDA, PROBE PERCEPTIONS REGARDING COMPONENTS OF CIGARETTES OR SMOKE WHICH COULD BE HARMFUL tO THE HEALTH OF SMOKERS AND 1 SPECIFIC NEGATIVE EFFECTS ASSOCIATED WITH EACH ONL (MORE SPECIFICAllY, CONCERNS RELATED TO CARBON MONOXIDE, TAR AND 1 NICOTINE) UNDERSTAND THE SOCIAL VS HEALTH DILEMMA, WHAT WOULD THE "IDEAL" CIGARETTE BE? PROBE: What do you iike in J a ciganttef II GAUGE 'IHE CREDIBILITY OF A'SAfE" CIGARETTE, WHAT WOULD IT BE LIKE? EXPECTATIONS AND DESIRABIIITY OF TRADE-OFFS: TASTE I 1 SATISFACTION I STRENGTH VS, HEALTHIER CIGARETTE, :] _CENTRE DE RECH~RCHES D~WMA I _ P Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 II ASSESSMENTS OF "SAFER" ALTERNATIVES, DISCUSS ME RELEVANCY OF THESE TOBACCO PRODUCTS IF~ KEEPING WITH THE "SAfE" CIGARETTE CONCEPT: I11 MODIFIED TlN RATIOS1 LOW TARIEQUIVALENM NICOTINE I QUEST 5,2 NEW FILTRATION TECHNOLOGY (YAPOUR PHASE REDUCTION) " Z;ENITH 4,3 SYNTHETIC TOBACCO ADVENT SHERBROOKE 6,4 EXTENSIVE TOBACCO TREATMENT " GENESIS VISION 4,5 RJR'S CIGARETTE DEVELOPMENT VISION NOVA C~es rx R[CH~RCH[S D~CIMA C: I i I; PDF -!::!!::!.f3 StlC.i: 0111 FOR EACH PRODUCT: 3 · EVALUATE ITS CREDIBILITY, · ASSESS ME PERCEIVED BENEFITS AND DRAWBACKS PERCEIVED BY EACH SEGMENT OF SMOKERS, · DISCUSS VARIOUS TRADE·OFF RATIONALES: TASTE, PUAIM, PUA~ITTITY, SATISFACTION, CONFIGURATION VALUE .1 vs HEALTHIER PRODUCT EXAMINE ITS SIMILARITIES AND DIFFERENCES WITH THE 'IDEAl" 1 AND'SAFE" CIGARETTES PROFILES DESCRIBED EARLIER, GAUGE ITS ACCEPTABILITY AS REPLACEMENT TO THE CURRENT ,1 CHOICE OF SMOKERS4 PROBE ON THE, ISSUE OF PARENTAGE AS A MEANS FOR INCREASING ITS SALIENCE AND SAFETY, IDENTIFY COMMUNICATION DRAWBACKS OR OPPORTUNITIES, RANK ORDER THE POTENTIAL PRODUCTS IN TERMS OF SALIENCE AND INTEREST, " TEST DURING SECTION B FIRST PRODUCT, THEN, SECOND AT THE EEID, _CENTRE DE R[CHERCHES DklMA ·- O Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~I TASTE TEST OF PROTOTYPES, IDENTIFY POTENTIAL LIM(S WITH CONCERTS TESTED, GAUGE OPINIONS RE: PROTOTYPE CLOSEST TO CONCEPTS TESTED, i - U~LUM PRLIXITHI s VUXNIII~ Q miio laooucn AGAINST'IDEAl" AND SAFE" CIGARETTES PROFILES. REVISIT WILLINGNESS tO 'TRADEQFF CURRENT FEATURES OF I PERIONIIIWVD iOR d HWLIHIIR A1TIRNbml. 6, THANK PARTICIPANTS, Cr~m~r Dc R~olW~l~j~E~I~AI---~-~~ i D. REtRUtMe~'l SCRIPT Dle~m ~10311 1 12Y putsrlom~lll D~ nrrrmr~~~r II, Avl~.voul dlJi plttlclpa L unl dBfu~~L dr proupe dr Fon~w~t~ur ou on londlpl prlplrl L I'~vuKI ,r, pwr bputl vpul rurk ~~u un nontm~ d'qml? oul()·l/lgep, IUX, 61 dUI ECmNOE1 b~ Olpull to~to~lma~ tw~~e~ sl d~n ~I L dlmlm nolll ItWIIMt, e, I EPnbl~n L grouptl olt·vWI bCP plr~ltlpl l,~,~,~.~.~e~e~.~.~.~ie~ie~ie~,~ PaII lujdl ItlL1 dllNt(R S1: ~ rAITtef# I RUS (X O eRM~ES ]- TUmlMI O11 b DIR #flSI~ b ~ eROu~ SIll L[S EIRETIES, J 2, Ou,lll,lt rotn occuplllanl oeeuplt5 ~~typi~C eolpi~l, II, Ivat·vwl IIJL ~~lJ111 pour,,, LIR[ III1StE ]8, tlt·e, cN'un nmbn dr rotn luille tnallb prl~mt~mt pwt~l. 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