Black Market Analysis

This R.J. Reynolds document shows that RJR had an interest in targeting African Americans for their products. A marketing specialist recommends that RJR consider designing a cigarette just for this ethnic group: "RJR's business among Blacks is underdeveloped.... Further, given their strong preference for menthol flavor, we probably need to devote more attention to Blacks than before in the development of our marketing plans...In fact, I even feel that a project designed to develop a cigarette for Blacks may be a viable business proposition." The document also reveals that a disproportionately large segment of African American smokers preferred Menthol compared to caucasian smokers. The marketing company also noted that the incidence of smoking was dropping among caucasians but not among African-Americans, their interpretation of this being that it was a good thing, since it assured the industry of a solid cigarette market among African Americans.

Title BLACK MARKET ANALYSIS. Author GASPAR AP;UNK Date 19771202 Type LETTER Bates 500384796/4797 Collection RJ Reynolds Pages 2 URL: http://legacy.library.ucsf.edu/tid/jdu79d00