Segmentation Analysis Summary of Findings

Segmentation Analysis Summary of Findings

Pages 78-86 of this R.J. Reynolds marketing document discusses how to turn "smoking negatives" into "product opportunities." The report lists the negative feelings that smokers experience, like alienation, isolation, loneliness, powerlessness and social rejection--and explores "product positionings" the company could use to leverage these feelings into "marketing opportunities."

Examples:


 * "Self indulgent behavior/i.e. smoking enjoyment...increasingly difficult given secondhand smoke issue and social unacceptability...


 * Restore belief that smokers smoke for pleasure...Depict smoking in guilt free situations (e.g. bars) to alleviate guilt...Associate with other indulgent products such as coffee, etc."

In a section on Page 83 (Bates No. 513866062) entitled "EMPOWERMENT LOSS," the paper discusses smokers' feelings of powerlessness:


 * "Ever-changing world creates feelings of being small, weak, unable to cope with changes...due to lack of power and control and personal feelings of helplessness. Smokers, in particular, are strongly affected by this trend given expanding restrictions, rising taxes/prices and decreasing social acceptability of cigarettes converging to impact the largely downscale (and thus less powerful smoker population. Smokers are overwhelmed by these dynamics and (in view of second hand smoke issue) readily relinquish power."

The paper then discusses how to turn these feelings of powerlessness and helplessness into an effective ad campaign for cigarettes (A goal is to "counter the antis story that smokers are powerless/addicted"):

Application:

General Opportunity for products which offer empowerment: Dimensions Power, Force, Might, Vigor, Pep, Fortify, Effort, Strength, Performance, Vitality, Potency, Activity, Ability, Fuel. Empowerment, Taking control, Taking on the system, David and Goliath, Not becoming a number.

RJR Applications:


 * Counter the Anti's story that smokers are powerless/addicted. Emphasize Choice and smoking benefits: pleasure/stress relief/enhanced mental acuity.


 * Continue to chip away at second-hand smoke issue..."

The paper points out that smokers are "not joiners," saying the company needs to find some way to get smokers to "act together." It then suggests basing an ad campaign on the theme, "It's YOUR choice."

Date 19911011 Bates No. 513865980/6065 Collection RJ Reynolds Pages 86 URL: http://legacy.library.ucsf.edu/tid/cdo13d00