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I··?tf~:;-·r~ · ·· .-····-·- .., ..,... 05:00 Airport pickup, hotel deliver) ~C~l~'i~uei;a !l:ou lunch I i9;00 Dinner ;)llfox 'j EIOND~Y Hotel ~i:icup I I :i ~Y 28 Prescn;;:iln t discursi:~ If.F?K I .i inte~swllexte~sl rescurzls, r~vic;i of ac~i~ities lunch jk;e~sh Sector Ij:jO H.O, ~gencg p:eseatarion bj' ' ' " ja.i:Llk :.i Research Int'l Brasil, I ' 15:00 HIOI Discussion ' ~ #,Fox .sola~t~u;tesearf~ i ·: · · ii it tothd3s Ey.aro;l~cti3~ Il:JO Delivery r4 tote! !9100 Oi"ner:::~' : · ·.lr TUE~DAY 1 08: b0 Hotel pickup ·: c~ 08:~0.· PluriPesguisas · RE~f Evaluation·.fentre t~lfci ·'~I·:; i;,: RatuCt mefrrmce ie~llp,~iq, q~ic:, b:;a~i~:j seyntation, ~e~elopaent 1 · IP~Cliviira .: ~~:~o !Imti iP :::.: -----114:00 · Sinergia · igeney .virii t.~Rib · :, ~1Fo3 · s,ab;i lj:10 i:.t, ihip-u~;ib diiruiiio~ jX· Fox:Ic ;i~~Jpl : I·'P :O Oev:lopmer.t oilnr3mi;ics, O~S1E 18:00 · . Delivery tP hotel ru ·.1. . ·'·:: · Ic~,~!S:que!"e'ir~ · :·r:LCIJ1 20:00 Dinner O · ' · I:'` ~n: r··;~·!~ ·I·: w c. r~"Tl"'i~r' ~L~Y 30 i 06:30 ·9elilery to airportTi Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 __ _· 9th August, 1990 gESTRIeTED ~bI~T~C DWE1OPHWT PROPOS~U~ PROJECT SQI OIIW Padwsdl To develop and strategically target a aev brand entry into the young adult (18-20) segment of: the marketl ~CI~ORID in order. to succerrfully develop a young adult cigarette offer it iE important to explore and devote adequate consideration to several key sreas~ (a) Ilha: is i~ that is important to young adult spckets today in terms of image needsl (h) abet are the factors that drive.brand adcgtioP in the 18-20 age aegau;t' (c) Bov is it that todays nalor brands are there and why an they vulaerablel Image seeds Past and Putnre Tbs development of individual, image:o~uiremcnts are very much reflections of the social, economic, political and international trends of the day~ ~t,follovs then that by' analysing and'understanding todays trends will result in an understanding of rodaps image heeds. By looking back ve can see examples'of this,: urtnlia of the 601 Ms very much dominated by international .ttend9 and events, very much followers not entrepreneurial or advon~uroris in political, social, or economic trandsl There was a want by bustlalians to fit in, to be seen as part 6 of the big pictute~' People generally looked 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 trade~iiiks were then very successful, Bothmuu l(idg Site; Peter Stuyvls~n~i Dunhill and Benson and Hedges were all· popular and growing brands. Outing the 70s there emerged a nationalistic pride and a search began far what ' it was that de dwtralfans unique, iiOPIC grown was the fiavour of the day with an irreverence to ~hose·things seen as not representative of this emerging Australian psyche, Hence the· emergence of Vinfield as the badge worn by those wishing to express their Australian forvour, mi IoI na ~auaPt.La bi h Ij of q 1N ildpl drivm aisantb bnPd~. Described by many as the anxious 80s it became a decade where the "she'll he O right mate" ~itithde very much weakened and finally dLippea~ed~ Once a O prosperous nation relying heavily on the fat of the lead, the 80s redlised an [Y inability to compete In our traditional areas of Isalth such as wool, wheat, N meat and coal, ,O Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ·· ~II-~-- ,2, Vbai then of the 90sl' The situation of the 90s has very muJ1 been determined by . thi ijrielt~iin~y of the 808, Econoplically the situation is poor. Interest: rates ate at a record high, credit 15 easily bttdpablel inflation is highl there is a lai·ge curleni ~eeolm~ deficit [in thh~lt too distant part this Ms a surplus)l the 8illsfs home once taken for granted is a right is no longer easily attainable · ;bhd~iiPePplbymcot is high, gmcreing from the economic uacertainties is a ienlLotioh; in Particular amongst the yodng adult population, of a Peed to take · contlo~; and to work now whilst youagi in order to obtain those things prrr~cusiy iaken for gantcd~ The "she'll he tight mate" attitude is gone, and yoli~iii ad~ilt~s are pladning and working towards their future, Stemming from this is the trend back towards hovn, trusted and reliable trademarks that extend 1 · feeling of stability in a world where so many things are out of their control. k~sing f~ota this instability is an air of optimism, that things vill get better particularly if, on an individual basis future success is planned for nov, ~he image of the 909 will be centred around one of rugged indfvidualisn~ The need to come to grits vith the situation and take control vfll very nuch be a part of tedays young adultsl Products like t9vi, 5019, Lee Jeans, Solo, 7Ue, Chllro Roll, Tia niria, C6lntreau, Rahlba, Smfmoff; Corona and Rcdbace beers have.already demonsti`atad how powerful this image can be amongst young adults. Popular T~T shows lilt~ niarni Vice, 21 Jump sireht and Iliseguy also reflect modern image dimensions popu~ amongst young adultsl The nolmg bdPlt S~oi~er · Not only must a new image driven product reflect the current image fileds of consumers it must also meet the demands that drive the behaviour, Snaking is very much a social habit, in particular during the adoption phasel It seemingly provides the psychologically important functions of:- (a) helping courtship rituals begin; (b) makes you more attractive to each other; (c) helps to overcome loneliness; (d) tap make strangers feel welcome or break into a new or desired social network; ~(a) is pleasant dth alcohol; (f) ispleasant vith or afier eating; (8) relieves or reduces anxiety or stress; (b) helps or defines peer group oembirsbfpl Hore importantly though it becomes a symbol of individwliam, of a rebellious, aati-a~thoritsriaa spiri~ common to all~developing young adults dllring this sometimes psychologically irauratic period, 1t is a period vhen reliance and da~ondcncs upon pirents begins to dimii~iSh'and the adult individualism and pLpl~tcnus begins~~ Mergc~ There ii the tendency for things that are a"no ho" irltbfn society becoming 1 "yes~yesi tb the young adult, in an attempt io define their evn differehtPess or fodfvidj~f~p, young adults firmly believe that imdse is purchasable, This 19 reflected in the · clothes they veki the entertainment they seek, the alcohol they consuae and the cigarettes they soojte, 4o~tantlg they probably be more disposable incboe o nov than they are likely to have in the future, · · O Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill -3- b 1·4 i; Lht tcEpcntltion Study Idatifiss one tcpcnt, dol~tld bylollnO odnlt sloterl, r~dafioitl opportunity ln~. · opport·f0 area hu been terred the Cl~ia~"~i*·R~~tbBt!i*=lcYi~ trprt, ad cl~rb rtfilcts tbs hqli L~t tbolt lid tlil PTOPPII1 ii cgtrcd, Pld;rplPb Ilrtkt to this rieIrent, n atlinsd in dr Lllmtltion tlport re: (~)b current Lr·d sirti3fies or oliori for the yowO oloZt sloker, Their bad 401el fs by q of defeult ktbar then choicel Peter J18· eoees QDl(lt to IllilbiDI thCiZ needs bPt YitW lOrebY d~f·lf then (!li~~ (b) Il ihl Yt for loll tort of inlfridYdit~ t~ llo~ I vill rst, If brdl Pd teed to delve into the less Ilirtrm ones, tIbrtelf~h~ bd ~1 to IttRCt·· thr bl~C thn reflect 1nflact the votld of i11 I I bl~eI (1)~ Ita~pbic tla, 171 as qtd blk II od 10 (tota t·pll l~~ilp 8X)I 371 re qrd under 15 (totll Irple tvereDe 261) rd f31 ul under 30 (totll i4le airy 48), QLiYd~~~ale~~~Lq. bl~~y~"in:)~e,·i~zn4Lkkb~+~~u:~ritft4 but nol LoP klm. ~8~1100~11 for I Idil Idela )~1 dd I rql of vzrfulls tht ~prllla I a, Ill~~tbl illls - p il_lgs of tJa. in rlpil of thl 11-10 Ite lad f~ol tit M rat~: ~-~i~,~~r,,,, ,,i~:: 2: '"' ab· pnX BcDson ·1 u,, 04, Lad 00 lad Ynl (71); 0) h~LtB ~ dll ladl 04 Ma ill. cn, ~,, ux); ~)atP~~·y!~, (~r SOs rsorssslt 211, 351 fl, IOI II (d) 101 of be siple hare M to pmial ail Idl (") 8( b· ~· llokinr (*I OIC 1(11 rd up to d~ Ir~~ lhs x·~i~ 311 for Ir!h one Yeet; (q 9fx ~odt I Ilh ntkr th I eaton dr thsir 1411 Tdal Icalrl 8) ddr Ihcr If durc6ue uo ~~II dn ~a L~ lroeu; ~*r, 1~C I·lq·b, tolu~ltt a lonla la~on (ssr); . (L) hr l&t Lne )Ir~d st rrt olr PIQt frol I ~~!~ ·bir II the lut tla; P latlonl P1 t6o bl P~. Irlq ·pill nodorlhip r,lpt O fslllsl 1181~1 bo, n U, ~I PeJ9, Collopotitan, blsl Dg, b C rall eod kpl lahiol, ClibPDF - v~~fastio.soni .I· The Time is gipe At the time of launch Vinfield vas ideally positioned to take full advantage of the earlrett needs~ it's image positioning reflected the needs of de 70sl The juxtaposition of a dry vitted dinkum Aussie vith these things considered to be the opposite of his expected lifestyle, elements of the so caled sophisticated life, helped to develop an irreverence for the upper crust and defined what; the developing Australian psyche of the 70s vas, 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 liinficld image has however aged considerably, play-back amongst young adult smokers, asindicated by recent group discussions, reveals that none of the image building elements of the Vinfield campaign are either clearl~ remembered or relevant, In fact they can' t even recall what advertising Viafield does nov, The Vinfield image is nov established by association with its user base and its actual and perceived popularity, It is the safe choice, Bowever 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, Yinfield being established with an ageing user base is therefore vulnerable to an offer that cdrrectly positions itself with a rebellious image consistent with what Iliofield was, but reflective of tpdays image rerluiiemenb~ in short it's time for another Vinfieldl Dg~EIlIPl(gK~ Rd~OHdlg i, ~i!dd !I n apilg b~nd vilb.ip siL~nd Ihrop~ B~w association that hasdiminished over time, It no longer reflects the same type of image it once stood for due to its ageing user base and non image advertising, it is a brand chosen by default amongst young adult smokers, due to the lack of young adult, image brand's available, 2, There is currently no cigarette product that reflects an Y~tiJlthori~arian, nb~lli~i image so important to the young adult segment of ~~e market, IPage is impPttaht, purchaseable and desired by young adult smokers, 31 Such a development reflects good quality business in terms of.variable conttihutibnl Price; prestige; and direct product benefits,are not top-of-Find fn young adult brand selection, Peer group association and elicitation of the correct image is highly desirable, (, h L~at uiltlll brand in Ib.h~ IIYIPII~I. IhL pa~onl postulates a direct attack on the pouth area of Uinfield, the young adult O Imoker~ Biafield's core n~ar~lt, as identified by the Segnentltion Study are 1V "Norms" or "8elongers", Shifting their brand loyalties is extremely N difficult, Bdvever, it is possible to cut off the brands supply of ner Lrl smokers by ettraering adopters who for the most part smotl Vinfield because Cn of its perceived popularity, O Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill c5- (BJE~Vel II la·~ atJ1LL I bland in tbl Y-10 ly Ilpllt 01 thl P~lt~ 2, To ~ptan Be innee palitlonlo~ ptltinent to the Ilcrlin~, develcpinil yoms edult, end reflecifvl of the 900, TIIReB~ HbOXB~ U1 saa~rs bltvaan the sees of 18-20 oarrtntlY slokiaS Us or 30s plct Ji~aJ~ T~RI~T ~Mb& I lorl dolt PerloPe rlfl~CtiPB their need to he seen er ·tl-~tborit~tir~ lnti.tstlblifnnent ad tahlli*,~ LlltttiPI todays i*ll 1(161 of raged ~ndivid~lia~ of bavine control ovlt ail sitoations and ~~~~ iodopoodtnt of aooiel ooat dth the fntdol and coniiaclce to ~ hfllhcr cc Itci~ic~~~ PROPdSgO D~BLOPME~ Sncal nlternttites hcVl been deYeloPed to c PIckesinlleVel end sOIC grOIP vonk, mt alternatives inclldd, PietoV I all dlt prc~loor~ rweerohed veil in Loth nnnt test and tri~ study, P41r~ vII raclrdld iu groups sud vls fP·d to suffer very md frol r old feshioned, tired end old Porld persons, ~t third nlternative thst 18~ the nost pronitc is looty strite, lfhilst on the one hod luclty Strike eppetts to he the lolt lihF ensxer noP, project Soft OBcr u(tcnds fer broeder then one off hrend dlnlop~mt~ ~ ~~c~tlt· 61 ~~ph~ ~ tb '~: fo~' ~~~'~datted ~i~'d~i~ii~ePd4Sidrlt ~ldars; Houever, as r atracb do~L11 learniDs proeels, end 1 reel Potatisl developnent in its own right, Looty Strike is rtrontly rrco·sdsd here for innodinte dlttloplct~ fs~c~ ttri8 kcb Strike is the preferred developnent direction It this tine for the follRinl reesons, (I) Being · llI~I tltlblilhtl tndooeuhst he· tndlrt it has fl~tlr connuniCetion end prollotionel opportunities in e ooP~tdfi cmlraol~nt then e oet hrend, (L) The diltinetive L~ Strike hullseye device lads itself to plr~l and LCctM print of sole and outdoor coaialio, lilint the diffusion process ~t~tlcllBI pith the end of ~11 in 1990 the pack itself Pill need to Poet fee herder end LoJty Strike has this potat~~l~ (c) It could potrti~$ he perceived u too'stronl' I bred doe to its P prolotion end Llricm connection, lIoPever, cuthl eonslderetion to O PIQII~I end liPdhl nurturing end rtyllot of inege should eneble the O btrd to he dll·tllt positioned tcross the strength diwrion, ClibPDF - v~~fastio.soni (d) The brand offers a major image building device capable of capturing the anti-authoritarian rebellious spirit of the young adult smoker, "The noter Bike". Properly managed and communicated the device has all the potential of the Marlboro horse and the Camel jungle adventure~ (e) Its current worldwide 500cc 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 constructers 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 co verage, DEOELOPHPNT TO DbTB Paclragi~ 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 be 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 promising products, Pricing It is:envisaged that the following development recommendation would be priced at either Vinfield or Peter Jadkson (if the 30s option is preferred) parity, The target market ate not price driven they are image eonocious~ As a direct opponent to Vinfield and Peter Jaduon it is important that it is not disadvantaged on price but offers a mon desirable image pull~ EEgT STEPS Further dselop~eat steps involve product development, advertising development, printing of packs and research, ~IQS~D Dg~gtDPIIP~T ~JDr~wa lu_c~g Strike Packaging $6,000 Advertising Oevelaplent S209000 P Research $20,000 Total $46,WO E; cn· Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill -7- ~~cct loft DBr iwluQ end CoPeept DIIeIoPIIPt $50,000 PsuksliuS 12D,o6a ~~letililt Ir,ro )~dpCt gzo,ooo rotsl QH0,000 ~~MgM~I Ipprovll is souOht to rpcnd up to $46,000 ilrcdiptcly to dtvllop lucky Stri~e up to ~d il~ial no trisl ItDiill ons fP sYdDuY in L 2St fO~t ·OfhlI in Helboullle lo1901 forlyt, h STH fs nfb·cndld 1f the of fat sbo~ prodle eeoogSt the t~rl!t lu~at~ PPtther epprotll ie sooght to spend pp to $110,000 to develop Project Soft O~cr~ 811 prccoss imobss cmccpt lcnststion rl t~stLI, psckalinl dosilp, product desiSn rd oatertisial dl~~lop~et, L STH rlll be rlcordld de the offers ore developed md tested, f.P. WGBES ClibPDF - v~~fastio.soni