SWITCHING RESEARCH ( aAT - Hose RONG ) JAN 1990 BCPG~T 1.2M Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 MARKET EIONIMRTNG A series of key tracking areas are as follows : - Smoking Incidence, purchase location, consumption and profile data Brand awareness measures - Advertising recall measures - Brand usage - Brand imagery - Product, Pack and User - Brand Switching patterns - Classificatory data - Tactics issues Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 SWITCHING METHODOLOGI 1~ DATA COLLECTION - Random telephone interviews 2, SAMPL~ING - A total of 1800 Smokers per month 600 Full Interviews - 1200 Switchers Ire-interviews) This sample size is required to give a statisically reliable base of switchers, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 NEW SWITCHING METHOD · 1990 F/I S/B TOTAL JAN 600 600 (F/I~ SIE) 1200 600 600 (FII+ S/B) 1200 MAR 600 600 (F/I~ S/B) 1200 Aes 600 + (JAN 1200 ) 1800 MAH 600 + (FEB 1z00 ) 1800 JUN 600 + (MAR 1200 ) 1800 JUL 600 + (JAN F/I) + LAIR 1/I) 1800 RUG 600 + (FEB f/I) ~ LILLY Iii) 1800 SZ? 600 (gAR F/I) i (JUN F/I) 1800 OCT 600 + (APR F/T) ~ (JUL 1/I) 1800 NOV 600 (MAY E/I) ~ LAUG F/I) 1800 DEC 600 + (JUN F/I) + (SEP F/f) 1800 'li : FUU INTERVIEW sla : SWITCHING BFSE Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 RESLYTATION FND REPDRTING Quarterly presentation - sta;istical comparison charts showing quarter under study and the four quarters prior to that, This will provide a trend picture as well as a year on year comparison, - for advertising, a more continuous weekly moving average picture will be provided to give a trend analysis of the effectiveness of advertising in terms of content, message and proven recall as they responds to media weight changes and competitor advertising activity. - Analysis will specifically look at performance measures for each brand over the total suaPle as well as by current brand smokers to provide a picture of "ovesall" and "hrand loyalty" attributes, Brand mapping will be utilized each quarter to evaluate overall market structures, brand similarities, market segments and trends in these areas over time, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 OLD CMM NEW CMM CMM only (no brand image) C~1 +BIS Switching Switching - Sampling 500 plm - Sampling 1200 p/m i, Data inconsistent i, Data consistent 2, Switching 2, Switching - Fixed panel - Rolling panel small sample base - large sample base (statisitcaly reliable] Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 PBOJ?CT FLICKER I 3XT · BONG KONG ) AP9Ib 1990 BUDGET 85,000 O G Y u Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 i, QRKETIIA OBJECTIVE The key objective for Project Flicker is to curtail the growth of Salem flights and become a key player in the Menthol and 18-24 segments of the market, By providing the young adult consumer with the choice of another Menthol Lights cigarette which gives them the fundamental things they like about Salem Lights in the form of a distinctly different product which they prefer and by creating a positioning which is much more relevant and pertinent to the Hong Rong marketplace, 2, TARGET CONSUMW Young Adult Smokers (aged 18 - 241 Aspire to own a business Enjoy being with friends 3, BRAND pOSITlONlNG The brand is a light US International cigarette with a menthol taste (may ex~ress as freshness) for young adult smokers who aspire to have their own business and enjoy being with their partaers~ 4, PRODUC~ Low tar (approx, 8 mg) a good balance of menthol and tobacco taste 51 PRICING - High price segment (HKS 12,00) Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 6, PACKAGING The pack design must be 6.1 Mordern/Contemporary (smart rather than fashionable) 6.2 Clean 6,3 Clearly identifiahlel8old 6.4 Simple and must convey Quality Cleanliness Freshness The pack design may also be incorporated with a brand symbol/identifier which reflects the brand name and the positioning of the brand 7, MVWTISING 7,1 Advertising Obj ective To create awareness and preference among target prospects 7,2 Message It is the brand for young adult smokers who have their own businesses and enjoy being with their real friends (partners), 7,3 Execution Guidelines The campaign should be image driven; the product positioning should be reflected separately by the pack and by the product itself, In view of the electronic ban in Dec 90, it is believed that print will be the major media for C= the campaign, As the print ad, lacks the C audio-visual impact of TV, the execution must be designed to achieve a Greater impact, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 7,4 Tone Entertaining Relaxing Casual The international status should be projected by the brand itself (hrand name) 7,5 Requirements Brand name · Pack design · Print Ad, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 RESEARCB OPJECTIVZ i, To determine the effectiveness of the campaign in conveying the following imagery : Contemporary Friendship - Materialism Partnership Entertainment 2~ To check the likes and dislikes towards the campaign, 3, To determine the effectiveness of the pack design in conveying the message of · Cleanliness · Freshness Class · MenthoSness Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 I, ME~BODOIOGY 6 Focus Groups Group composition taped 18 · 24) rpll Bsalts White collar (Salr ~ig~) 1 1 Whito collar (Lfg. eig) 1 1 Blac collar (Sala Lip.) 1 1 PRINT ~~ city Tala Tast~nf~l d, C T1 Ta T3 ClibPDF - v~~fastio.soni ?RODUCT QUALITY ( BAT HONG KONG FglEIARCH 1989 BUDGET 500,000 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 II BAQ(GROVND PRODUCT CIGARFITE EIANUFAC~URE ()UAI,I:m CONSUi3ER - Set up a PRODUCT QU~Lln TaM (Produetion + Marketing) Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 2. OBJEC~VE · To understand and to identify how consumers perceive cigarette quality (physical and smoking characteristics), · To broaden the quality concept - To improve the product quality Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 3, MI~PBOWIIX;Y ~o~ stages of rsoea~cS ~!eh eoosrP II ~loa~V #~c~eh CODIPITS ddfiPftiOn Of Bblftp 2. ProbItm analysis study To identify major ptobll~ and plan for improvsmants 3. ToIoranoo Lovoland idonI point aaB~~ roaearoh - To gaugo t~e tolsranch laPaI and idaal point of kep ealitr attribute I. C#petitive analysis study A blind product test of B1T brands and tbs major compstitors ClibPDF - v~~fastio.soni 1, Exploratory Research Consumers definition of quality In order to achieve the aim of the above statement, we must: 1.1 Understand the meaning of cigarette quality 1,2 Identify quality attributes which are important to the consumer's judgement of a cigarette 1.3 To rank the list of quality attributes 1~4 T3 gauge any correlation between these quality attributes according to consumers HOW Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111