THE POTENTIAL FOR A SILK CUT OFFERING TO RIVAL LOWER PRICE ' LIGHTS'

Transcription

1 RESULTS OF RESEARCH WHICH EXPLORED THE POTENTIAL FOR A SILK CUT OFFERING TO RIVAL LOWER PRICE ' LIGHTS' Prepared for : Patrick Roozeman Gallaher Limited Members Hill Brooklands Road Weybridge Surrey KT13 06U Prepared by : Denis Robb The Research Practice June 1999

2 CONTENTS Page No : A. RESEARCH BACKGROUND, SAMPLE AND METHODOLOGY 1 B. ATTITUDES TO SMOKING AND LEVELS OF MARKET AWARENESS 8 C. WIDELY SHARED PERCEPTIONS OF THE MARKET'S STRUCTURE OF KEY BRANDS, INCLUDING SILK CUT 18 D. RESPONDENTS' APPROACH TO THE LIGHTS SECTOR, AND ATTITUDES TO LIGHTS BRANDS 37 E. THE OPPORTUNITY FOR SILK CUT 57

3 A. RESEARCH BACKGROUND. SAM PLE AND METHODOLOGY

4 BACKGROUND Silk Cut King Size is increasingly under sales pressure, which is explained in part by smokers migrating to cheaper brands of Light cigarettes (e.g. to L&B, JP Superkings, Mayfair and Sovereign). Gallaher wished to explore : the nature of these cheaper Lights brands (e.g. whether their consumers would prefer to smoke Silk Cut but were driven by price ; whether these cheaper brands were felt to offer comparable quality to Silk Cut and commanded genuine loyalty in their own right ; etc.) the potential for launching a new brand or variant from Silk Cut to win sales from some of these cheaper Lights offerings. RESEARCH OBJECTIVES were to explore, amongst a sample of lower price 'Lights' brand smokers : General perceptions and understanding of the cigarette market (e.g. of benchmark brands and perceived market sectors). in terms 2. The nature of respondents' loyalty to individual brands or sectors (e.g. the extent to which respondents are driven by price or a desire for low tar, and the degree of genuine loyalty to lower price Lights brands and whether this is based on product or brand values). 3. Attitudes to Silk Cut, including : whether its (superior) product and brand values are of sufficient appeal that respondents would switch to it at a more competitive price

5 whether the Silk Cut house seems to have the status, appeal and flexibility to launch new variants that might fill a gap in the market and win respondents away from their current brand choices. RESEARCH METHODOLOGY AND SAMPLE It was felt that individual depth interviews would represent an appropriate way of initially exploring attitudes across a wide range of 'most often' adult smokers of cheaper brands of Lights, and especially in accurately exploring individuals' specific brand focus versus general market awareness. These depth respondents were not specifically recruited on being past 'most often' smokers of Silk Cut. Groups were then conducted on the basis that these would be better suited to 'hot-housing' brand personalities such as those of Silk Cut and L&B Lights. In addition to all being current L&B Lights 'most often' smokers, some of these group respondents were also recruited on the basis of having once been 'Silk Cut'' most often' smokers.

6 ACHIEVED SAMPLE 20 individual depth interviews amongst 'most often' smokers of L&B, JP Superkings, Mayfair and Sovereign 'Lights' aged and 4 group discussions amongst 'most often' smokers of L&B Lights Females Females (Sheffield) (South London) Males Males (Sheffield) (South London) All interviews were of extended length and conducted by Denis Robb in May and early June, 1999.

7 OUTLINE OF DISCUSSION IN THE INDIVIDUAL DEPTHS In most cases discussion broadly covered the topics outlined below in the following order: family status and smoking history in over time terms of quantities and brands smoked current brand repertoire and reasons for choice, including perceptions of these brands' reputations and their acceptability to others spontaneous awareness of individual brands and general perceptions of the cigarette market in terms of sectors, trends, etc. what respondents believe they are seeking in qualities, brand values, etc.) a cigarette (including product exposure to cigarette packs and exploration of perceptions of, and attitudes to, each exposed brand within a market mapping exercise (with particular emphasis on Lights') exploration of attitudes to Silk Cut and exploration of how the brand, or a new variant thereof, might be of more relevance to respondents.

8 OUTLINE OF DISCUSSION IN THE GROUPS In all cases discussion broadly covered the topics outlined below in the following order: (for each individual) number of cigarettes smoked, and brands smoked nowadays and in the past attitudes to the 'stronger' cigarette brands many smoked in the past attitudes to Silk Cut which many had smoked as their 'most often' brand at some point in the past 10 years (including how they were introduced to the brand ; reasons for its popularity, including competitive environment ; when and why they had adopted it ; perceptions of its current status, image and appeal ; and attitudes to the product) attitudes to L&B 'Lights' (covering similar areas as with Silk Cut) attitudes to other 'Lights' brands in terms of spontaneous awareness and attitudes, and via exposure to the packs brands which consumers might explore, or to which they might migrate, if L&B Lights were not available brief exploration of how Silk Cut, or a new variant thereof, might be of more relevance to respondents.

9 B. ATTITUDES TO SMOKING AND LEVELS OF MARKET AWARENESS

10 BROAD_D IFFERENCES WITH PREVIOUS PROJECT Some of the respondents' general attitudes echoed those uncovered in a previous study conducted amongst 'most often' and 'in repertoire' smokers of Silk Cut in June/July However, by comparison with that earlier study the respondents in this current project, who were all most often smokers of cheaper brands of 'Lights', emerged as being : less affluent (fewer Bs and more C1 C2D) with some, especially younger, respondents perhaps enjoying smoking more whole-heartedly than in the previous project, and with some of the older respondents being heavier/more committed smokers than in the previous project.

11 THE YOUNGER RESPONDENTS (20, up to 30 ) More evidence of enthusiastic enjoyment of smoking in terms of enjoying the flavour and general imagery of cigarettes, as well as its physiological effects. This enthusiasm was perhaps more marked amongst the more upmarket/educated under 30s. The more overt enthusiasm of these younger respondents may be linked to the fact that for them smoking was primarily associated with an enjoyable social life (college, pubs, and even socialising with work colleagues) that was often linked to a pre-family lifestyle. The enjoyable social focus which smoking held for many of these respondents was also reflected in their tendency to : D notice other people's packs and brands (those of friends, and even strangers in venues such as pubs) D be more brand aware in terms of current smoking tastes, and fashionable brands be more sensitive to, and welcoming of, modern pack designs, and more dismissive of packs that were perceived to have an 'out-of-date' look. THE OLDER RESPONDENTS (30+ ) Less evidence of enthusiastic enjoyment of smoking, and more emphasis on smoking out of habit. While some cigarettes seemed to be positively enjoyed, for the most part their smoking was routine and habitual, and seemed to yield little by way of positive pleasure.

12 This may be linked to the fact that many of these older smokers were less likely to primarily associate smoking with enjoyable sociability. For many their smoking had become internalised, and part of an essentially dull and personally isolated routine. Thus there was emphasis on smoking when one was bored, to simply relax and de-stress oneself, to demarcate one's own time, and on habitual and routine smoking. Here it was notable that many of these older respondents had a longer history of smoking strong cigarettes. They often tended to smoke rather more cigarettes than the younger respondents, with some having more difficulty in adjusting to 'Lights' and still desiring a stronger cigarette. While younger respondents could see smoking as a popular and sociable activity, the negativity and resentment of some of the older respondents seemed to reflect their feeling that they were increasingly a victimised minority within a generation where most had given up the smoking habit. The approach to smoking amongst many of these older respondents can be seen to be essentially needs driven. That is, many were essentially, indeed almost exclusively, concerned simply to find an affordable cigarette brand that met their requirement for strength (i.e. the right balance between strong and light/mild). Amongst such people the potentially pleasurable flavours and imagery associated with cigarettes appeared to have ceased to be relevant. As a result, some appeared to take no positive interest in the market, other than what was necessary in order to find a brand that they found acceptable without being unnecessarily expensive. Some had thus become almost exclusively focused on their habitual brand, to the detriment of any wider interest in the market. The tendency of many of these smokers to have internalised their smoking in a private rather than a social context could also contribute to :

13 somewhat out-of-date historically-based perceptions of the market linked to brands and advertising that were prominent in the past, and linked to when they had smoked in more sociable circumstances D out-of-date historically-based 'norms' in relation to pack design. AN UNDE RLYING DIMENSION The depth interviews were particularly helpful in demonstrating many of the differences between younger and older smokers outlined on the previous pages, and which reflect the different lifestyles which respondents most associated with their smoking, i.e. : ENJOYABLE SOCIABILITY MORE PRIVATE/ INTERNALISED HABIT where consumption is linked to : - boredom - routine - drudgery

14 A SPECTRUM AS WELL AS EXTREMES The differences outlined on the preceding pages may be regarded as the extremes at either end of a spectrum. While many respondents did not fit neatly into either of the two extreme camps, it seemed that they could be positioned along a spectrum in relation to the underlying dimension which has been suggested. Thus some older smokers with an outgoing nature and more sociable smoking habits (e.g. lively social lives, or a salesperson smoking with clients) : had more positive associations with smoking and talked about smoking with more enthusiasm took a more lively interest in the market, and seemed to be more aware of (and exposed to) current tastes and brands. Equally, some younger respondents who smoked in relative isolation, rather than in sociable environments, (e.g. to relieve the boredom of work) might exude less enthusiasm for, and understanding of, the market. Here class differences were also evident. More upmarket and confident people sometimes appeared to be more discerning about flavour and brand values, and had perhaps worked in environments where more premium brands were regarded as appropriate. In the past such people might also have been more experimental and more prepared to smoke an unusual premium brand.

15 PERSONAL INQUISITIVENESS AND CONFIDENCE It has been suggested that levels of market knowledge were to some extent linked to one's level of smoking sociability (and, for example, tendency to visit licensed premises). The depth interviews were also useful in revealing how high levels of personal confidence, and the degree to which an individual might be outgoing, assertive and inquisitive also appeared to impact on one's level of market understanding and one's preparedness to try new brands. Thus the more inquisitive and confident seemed to have a better knowledge of current trends and brands which could be linked to their greater preparedness to explore the available cigarette brands on shop shelves, to ask counter staff for information and advice (e.g. on the price and strength of different brands), and to buy brands 'on spec' which they had not previously smoked. Those with a more 'tunnel vision' of the market, and a more exclusive focus on their brand to the exclusion of others, often appeared to be more passive in their attitudes and approach. These were often respondents who seemed unlikely to explore the brands on shop shelves or to buy an unfamiliar brand on spec'. Many of these people indicated that they would have to be introduced to a brand via a friend, relative or associate before they would buy it from a shop.

16 C. WIDELY SHARED PERCEPTIONS OF THE MARKET'S STRUCTURE AND OF KEY BRANDS. INCLUDING SILK CUT

17 BRANDS FROM ONE'S SMOKING PAST The historically-conditioned market views of many of the respondents which perhaps reflected : earlier lifestages when they had been more sociable smokers and more aware of the brands which those around them smoked past times when advertising more effectively established salient and clear brand identities may help explain why many seemed better able to differentiate between, and talk with authority about, the brands that were popular ten or more years ago, rather than some of the relatively popular brands of today (e.g. Royals, Sovereign, Berkeley, Mayfair, etc.)

18 FULL STRENGTH BRANDS WHICH MANY HAD SMOKED IN THE PAST Many could talk with authority about the following brands : No 6 Consulate (popular in the past with some of the females) (Peter Stuyvesant, Dunhill, JPS and even Sovereign and Berkeley..... all of which had been regularly smoked by only a few) Embassy (Regal/Kingsize/Filter/No 1) Marlboro Reds Rothmans B&H. BEHAVIOUR AND ATTITUDES TO FULL STRENGTH BRANDS The older respondents broadly concurred that in the past virtually all popular cigarette brands had been full strength, and that they had been widely smoked without a second thought. Even many of the younger respondents (i.e ) had smoked fuller strength brands as their 'most often' choice at some point in the past. Less than half the younger smokers had been introduced to smoking via low tar/light brands such as Silk Cut or Marlboro Lights, and had then stuck with such lower strength cigarettes throughout.

19 Across the sample as a whole respondents had graduated from full to lower strength cigarettes at varying points over the last ten or so years. A minority had been on lower strength cigarettes such as Silk Cut (and perhaps Marlboro Lights) for many years. Many had graduated from fuller strength cigarettes to 'Lights' within the last couple of years. Some had made this transition within a lower priced brand, e.g. by moving from L&B silver to L&B gold. The majority, including some who had recently graduated from full to lower strength cigarettes, claimed that they would now find full strength cigarettes too strong to comfortably smoke. The depths were particularly useful in revealing how many now disliked the stronger smell of full strength cigarettes and the stronger lingering taste which they were said to leave in one's mouth. A minority of generally older respondents, with a longer smoking history, still preferred a stronger cigarette, and some continued to smoke a stronger brand, such as B&H or Embassy, in combination with their chosen Light. Sometimes these were bought as a treat or from Duty Free, and some claimed to prefer these 'smarter brand choices when out in smarter social environments.

20 KEY BRANDS strong I Marlboro (Reds) Rothmans JPS Embassy weak

21 SILK CUT : THE FIRST POPULAR LOW TAR CIGARETTE It was widely recognised that Silk Cut had been the first truly popular 'mild', 'low tar', 'lower strength' or even 'Light' cigarette brand. Many spontaneously associated the phrase 'low tar' with Silk Cut, and many hesitated to call Silk Cut a 'Light'. It was said that at the time of its launch, which some claimed was in the 70s, there were no other established mild, lower tar or 'Light' cigarette brands on the market. Silk Cut was widely felt to have quite quickly established itself as a major brand on account of : its mild/low tar positioning which in the brand's early years was effectively unique, novel and big news salient and ground-breaking advertising, with a tear in it. most famously the 'purple silk Thus Silk Cut was felt by many to have effectively established the trend towards lighter, milder, lower tar cigarettes, and for some years to have had this market pretty much to itself - hence it was referred to as the 'original' or 'classic' 'low tar' (or even 'mild' or 'light') cigarette. Silk Cut was said to have become particularly popular amongst younger females, and for a period of time to have been the fashionable and natural brand choice for such smokers.

22 NOW LESS POPULAR/FASHIONABLE Many felt that in the last few years Silk Cut had lost some of its that itwas no longer as fashionable as in the past. This was attributed to : popularity, and even price, as Silk Cut had effectively become a relatively expensive cigarette due to increasing price/tax increases and the advent of cheaper brands an increasingly wide choice of competitive Lights' Options, many of which were considerably cheaper than Silk Cut while at the premium priced/fashion end of the market, it was widely claimed (by those more aware of such issues) that Marlboro Lights had firmly established itself as the cigarette for the fashion-conscious younger smoker. THOU GH STILL A HIGHLY REPUTABLE MAJOR BRAND While Silk Cut's one time fashionability had been eclipsed, and while many felt that it had lost some of its popularity, itwas still clearly considered to be : a quality and reputable brand (clearly positioned at the expensive/quality end of the market) a socially respectable choice, especially for women - a brand one would be happy to be seen with in public particularly associated with well-heeled middle class female smokers (25-40) still widely popular/a major brand (and one which everyone in the sample had seemingly tried/sampled)

23 and a brand which was associated with a legacy of sophisticated advertising and stylish quality packaging (the whiteness of which was widely said to suggest purity, fresh air, a clean smoke). FOR A MINORITY STILL A DESIRABLE BRAND A minority, who tended to be drawn from : 'most often' smokers of the brand in the (recent) past who had migrated to a cheaper Lights brand on the basis of price alone claimed that if Silk Cut were more affordable, i.e. more in line with the price of their current Lights brand, they would go back to Silk Cut. A few such respondents would occasionally buy a pack of Silk Cut for smarter social usage, e.g. if going out somewhere flashy or with others who were known to be Silk Cut smokers. An underlying desire to smoke a more reputable and statusful brand often explained part of their desire to re-adopt Silk Cut. Some would have been happy to return to Silk Cut for product reasons. Here some felt that in product terms Silk Cut delivered a similar smoke to their current cheaper Lights brand. For some, an underlying product preference for Silk Cut was evident, although in general this was not strongly held or expressed. Those with such a preference often claimed that Silk Cut was a better made cigarette, perhaps containing higher quality tobacco, which delivered a smoother and more pleasant smoke. Some said it left less of a lingering taste in the mouth, and that it produced a less lingering smell.

24 MOST FELT SILK CUT WAS NOT FOR THEM A majority of the sample, including many one time 'most often' smokers of the brand, seemed to strongly concur with the complaints that Silk Cut : lacked FLAVOUR/density of SMOKE/KICK : D difficult to draw on/have to suck too hard/have to inhale too deeply D 'like sucking air through a straw' provided NO SATISFACTION, with many claiming that they : would have to smoke two Silk Cut to one of their usual Lights/chain smoke Silk Cut would be likely to seal up the perforations which were widely felt to be responsible for the brand's lack of smoke/strength/kick and its fresh air feel. THE INFLUENCE OF SILK UT'S ULTRA AND VERY LOW TAR OFFERINGS In general respondents understood that the original and mainstream Silk Cut offering, with the purple square in the centre of the pack front, was a low tar or Lights-style cigarette. On the basis of its product characteristics (i.e. flavour, kick, density of smoke) many felt that it was distinctly lighter and lower in tar than their current 'most often' Lights brand choice. (A couple of respondents claimed that at some point in the past the strength of this mainstream Silk Cut offering had been reduced from 7/0.7mg to 5/05mg of tar/nicotine. The depths revealed that a few respondents mistakenly

25 believed that the original 'purple square' pack was a full offering.) strength cigarette Most seemed to be aware that Silk Cut was a range brand with variants that were all generally assumed to be even weaker than the original 'purple square' low-strength offering. Many were aware of Ultra in the all-white pack. Many believed that there were other variants, and there were references to packs with yellow, blue and red squares in the centre. There was also some reference to Extra Mild and the 100s. Widespread awareness of Silk Cut's very low tar offerings, such as Ultra, appeared to colour many respondents' overall perception of the brand, and to reinforce the general impression that it was lacking in taste/flavour/strength/kick, and was like smoking air. In this way it seemed that perceptions of the brand's centre of gravity were being lowered by virtue of the relative prominence of its very low tar variants. This was perhaps particularly so amongst a significant number of respondents whose most recent experience of the brand, and perhaps their only ever sampling of it, had been via trial of an Ultra or the Extra Mild variant. IDENTITY OF THE SILK CUT REJECTORS Amongst those who claimed that Silk Cut was not/no longer a brand that appealed to them were : Many respondents who had never adopted Silk Cut as their 'most often' brand, and who had come to Lights via Marlboro or cheaper brands, with some having very recently migrated to such lower strength alternatives from full strength cigarettes such as B&H.

26 Some who had smoked Silk Cut as their 'most often' choice in the past, but who claimed that they had never really derived much satisfaction from the Silk Cut brand. Some of these respondents had stuck with Silk Cut as their 'most often' choice for years rather than months. Some claimed that they had adopted Silk Cut because at the time it appeared to be the only reputable/well known lower tar or milder brand that was widely available and socially acceptable. A number of these respondents confessed that on occasions they had sealed up the perforations on the filter to obtain a more satisfying smoke. Many who claimed that while they had enjoyed smoking Silk Cut in the past, their tastes had now changed and that they now preferred a stronger tasting 'Light' cigarette with a denser smoke delivery, which made it easier to smoke. Such respondents included many younger smokers (aged 20-35) who had been introduced to smoking via lower tar/light brands, and who might have been smoking Silk Cut for many of their formative smoking years. It was notable that many had originally gravitated away from Silk Cut solely on price, and had subsequently acquired their preference for a stronger tasting cigarette from smoking a more flavoursome (and often cheaper) Light. NOT A REAL CIGARETTE The widespread criticisms of Silk Cut amongst those who felt that it for them led to a quite widespread consensus that : was not a brand Silk Cut was not a real fag for a real smoker but instead :

27 for people trying to give up (not about enjoyment, but instead a brand that seemingly made a virtue out of progressively giving up - linked to its progressively weaker variants) for social smokers (those who occasionally want activity of playing with a cigarette) and perhaps a brand for those who have recently started smoking. IMAGE OF THE CLASSIC SILK CUT SMOKER Many of the aforementioned perceptions of Silk Cut, particularly amongst those who did not feel that it was a brand for them, were reflected in the high degree of consensus across the groups on the classic smoker of the brand : year old females business executives, or women of leisure (affluent, money not an issue, hence will happily pay for Silk Cut) drive new VW Golf or BMW frequent wine bars and gym social smoker, smoking for the activity likely to be a light smoker (smoking in wine bar or at coffee mornings with her friends).

28 SMOKING WITHOUT SIN Unlike the cigarettes/brands which respondents currently smoked : not only was Silk Cut felt to be lacking (flavour, smoke, kick, satisfaction) in product terms "like taking coffee without sugar" (Female Group, Sheffield) "like non-alcoholic lager' (Male Group, Sheffield) but in terms of brand values it was not : fun/irresponsible (instead it was 'the sensible cigarette') naughty/wicked an indulgence (instead it was seen as a responsible self-denial) dirty (it was instead considered clean and pure) for people who enjoyed smoking (but instead it was more like a dieting programme for people who want to give up).

29 S! K UT MAY INCREASINGLY BE LESS RELEVANT TO YOUNGER SMOKERS The competitive environment may also be making Silk Cut a less attractive choice for younger smokers. It was notable that for some of the younger smokers (18-25) the appeal of smoking was closely linked to its "'cool' image, and associations with irresponsible, fun-loving, risk-taking and decadence". Here Silk Cut could seem rather too reserved, sensible and unadventurous by comparison with : Marlboro or Camel (Lights) which have brand imagery that could closely relate to the "attractive imagery" of smoking cigarettes, i.e. historical American popular culture B&H or cheaper (Lights) brands which could be seen as more thorough-going (i.e. "dirtylreal'j fags.

30 p, RESPONDENTS' APPROACH TO THE LIGHTS SECTOR. AND ATTITUDES TO LIGHTS BRANDS

31 CORE MOTIVATIONS Respondents' current cigarette purchasing behaviour seemed to be explained by the desire/motivation to smoke : 'Lights' rather than fuller strength cigarettes an affordable (cheaper) brand rather than an expensive/ premium-priced one a brand with a satisfactory product delivery in terms of: D strength (the right balance between strong and weak) a pleasant flavour (though many heavier/older smokers argued that the right strength was the issue, not the taste) D drawing easily/density of smoke satisfying 'hit' COINCIDING MOTIVATIONS Many had come to Lights or low tar cigarettes some years ago, and some had migrated to cheaper brands some years ago. However many had come to both within the last couple of years, and here it was noticeable that the motivation to find an acceptable Light, and/or a cheaper brand could encourage an experimentalism in which : those primarily motivated to find a cheaper alternative could also conveniently migrate from a stronger cigarette to a Light 30

32 those primarily motivated to trade down to a Light could also trade down on price. VARYING HISTORICAL BEHAVIOUR VIS-A-VIS SMOKING LIGHTSILOW TAR CIGARETTES Some (generally younger respondents) had always smoked Lights or low tar brands 1 (e.g. Silk Cut, Marlboro Lights, other Lights) r Some had been smoking Lights or low tar cigarettes for many years. Some had come to Lights from fuller strength cigarettes very recently. Such people were less likely to have been past regular smokers of Silk Cut, and were more likely to have discovered Lights in part via experimentation to find a cheaper brand. VARYIN ROUTES TO SMOKING 'LIGHTS_' A broad range of (sometimes overlapping) reasons for smoking Lights were evident. Some had always smoked them and found them satisfying. A few had migrated from full strength cigarettes to Lights by accident (i.e. bought/given a Lights brand by accident and found them satisfying).

33 Some had migrated to Lights for product preference reasons, i.e. because they were finding fuller strength cigarettes too strong in flavour, smell, and/or because they left too much of a lingering taste in the mouth. Many who had switched to Lights were bowing to family pressures to cut down or give up. Here there was widespread acknowledgement that the strong social pressure to cut down was underpinning the marked trend to trade down to Lighter cigarettes and removing the impetus to trade up to stronger ones. LIGI-LTS ALLOW ONE TO LEGITIMISE ONE'S CONTINUED SMOKING Although in the past many of the respondents had tried to give up smoking, with some having done so for considerable time periods, virtually none currently appeared to want to give up. Indeed the vast majority claimed to enjoy smoking and to wish to continue smoking. THE WORD 'LIGHTS' was felt to sound attractive, and to vaguely imply a raft of benefits : light/low in nicotine light/low in tar light/low in smell 32

34 modernity, even fashionability (akin to the Light versions of foods and beers, and low in fat) Lights could seem like the diet version, as in Diet Coke even a word with positive connotations (fresh air, open skies) by comparison Mud unexciting bland/nondescript a negative low tar reminds one of P IECEMEAL ATTITUDES TO RESPONDENTS' MOST OFTEN' LIGHTS BRANDS Awareness of, and attitudes to, the individual Lights brands which respondents smoked proved to be much more pocketed than was the case with the key brands discussed and mapped earlier in this document. All of the latter were familiar to virtually all the respondents and many had reputations which were broadly understood across the whole sample. By comparison the Lights brands which respondents currently consumed emerged as being relatively obscure. With the possible exceptions of Lambert & Butler and Superkings, the other brands which were the 'most often' choices of some (e.g. Mayfair, Sovereign and Royals) proved unfamiliar to many within the sample. Moreover attitudes to most of these 'most often' smoked brands were highly inconsistent and even contradictory : thus a brand that was smoked and considered to have credibility by one person, was often unfamiliar to another who might characterise it as cheap, tacky and nasty. In general the Lights brands which were respondents' 'most often' choices were felt to be, or to seem, less light than Silk Cut. 33

35 MARKET MAP WITH RESPONDENTS' LIGHTS strong I Marlboro (Reds) Rothmans Embassy MARLBORO LIGHTS L&B + cheap Lights we ak high status low status

36 GENE RAL ATTITUDES TO RESPONDENTS' LIGHTS BRANDS AND PRICE As respondents talked about the various cheaper brands of Lights, most agreed that the fuller strength version of these brands (i.e. L&B, Sovereign, Royals, etc.) appeared to be more popular and salient. Some had discovered their current Lights brand choice via first smoking the brand's fuller strength offering. Respondents had often been introduced to their current Lights brand via friends or relatives. Some had discovered their current Lights choice by actively looking, when in shops, for a Lights cigarette that might suit them. Some indicated that money-off vouchers or coupons, which had perhaps been received in return for completing a market research questionnaire, had led them to investigate brands such as Lambert & Butler. Central to the appeal of all respondents' Lights brands was their lower price by comparison to traditional premium brands. Respondents noted that they could save 50p or more per pack by buying these cheaper brands. Many seemed to have assessed how many pounds they were saving per week by having switched to a cheaper brand. Some had lost contact with the price of brands such as B&H and were shocked to discover that they now cost about Some who adopted brands that often retailed for just below 3.00 were aware that they were saving close to 1 a pack. The evidence indicated that having found cheaper brands to which most had adjusted, and which most now regarded as thoroughly satisfying and as good in product terms as a more expensive cigarette, there appeared to be liftg likelihood of resl2ondent ever reverting back to a markedly more expensive brand. A minority of respondents occasionally purchased more expensive brands, such as Marlboro Lights, Silk Cut or B&H for smarter social usage or as a 'treat'. Those who still bought Silk Cut seemed to be attracted rather more by the brand's status than by strong notions of superior product performance 35

37 over their chosen cheaper brand of Lights. A higher number of respondents bought Marlboro Lights, sometimes on a quite frequent basis. Such people tended to be younger and to be attracted by the brand's distinctive flavour and its strong fashionability. It was notable that some who occasionally purchased B&H claimed that they were prepared to pay a premium price only for a stronger cigarette that provided full strength and flavour satisfaction, but not for a Lights product which in some ways was seen to be a 'second best'. Such respondents tended to be older smokers. The tendency to buy more premium brands was particularly marked when purchasing abroad or in Duty Free. THE STIGMA ASSOCIATED WITH CHEAPER BRANDS All the respondents seemed to be aware that smoking a cheaper brand of cigarette could carry something of a social stigma, and potentially mark one out as financially constrained and working class. However most seemed to feel that this stigma was no longer as strong as once it had been. It was said that the increase in the price of the most established brands was driving more and more people to smoke cheaper brands and making them more socially acceptable. "Lots of people are switching to brands like Mayfair....l don't feel I'm offering people less than what I'm offered. " (41, Male Depth) Those whose smoking behaviour was focused on more private and everyday usage (e.g. while driving, while at home, etc.), where their pack was less publicly visible, found that the lower status of their brand caused them few problems. A number of women claimed that smoking, and being seen to smoke, a cheaper brand was commonly accepted practice amongst young 36

38 mums who had give up paid employment to look after the children and the home. In smarter social usage situations many, and particularly the younger respondents, tended to smoke more expensive brands. However, in such circumstances most, and especially older respondents, would stick to their cheaper brand. Some of these respondents admitted that they would be less likely to expose their pack in full public view, e.g. by leaving it on a pub table, than would be the case if they were smoking a premium brand. Here it was said that with the rising price of cigarettes people were now more prone to smoking their own cigarettes in social situations, rather than passing round their pack. Some claimed that the advantage of smoking a cheaper brand in such a situation was that others were less likely to want one of one's cigarettes than if a premium brand was being offered. A few respondents admitted that they had, on occasions, transferred their lower priced cigarettes into a premium brand pack when going out to smart social venues. The lingering sense of stigma and prejudice about cheaper brands was evident in the widespread tendency of the respondents to regard some of the cheap brands which they did not smoke as cheap in image, nasty and rough. This tendency seemed to be particularly marked amongst some of the L&B Lights smokers when referring to brands such as Royals, Sovereign and Mayfair. Here some of these smokers seemed to be influenced by the knowledge that these brands were cheaper than their Lambert & Butler Lights.

39 PACK DESIGNS As respondents discussed the various brands, and particularly the cheaper ones, pack design was often felt to be an important influence on a brand's perceived status. This seemed to be particularly so amongst many of the younger respondents, and those with more awareness of design issues. Such respondents tended to criticise brands such as L&B, JP Superkings, Royals (and Embassy) for their reliance on stripes and heraldic-type badges. These designs were felt to look very out-of-date and tacky. Instead such respondents tended to favour designs which used a discreet crest or monogram against the background of a box executed in a single colour, e.g. like B&H or Mayfair. Such designs were said to be more modem and minimalist. Here many seemed to favour the use of bold colours which could give a pack 'stand-out', and some claimed that silver seemed rather out of date. Some of the older respondents, with more a 'tunnel vision' of the market and less knowledge of recent developments, remained more conditioned by the traditional norms of (70s) pack designs.

40 LAMBERT & BUTLER GENERAL PERCEPTIONS Seemingly known to virtually all brand amongst those not currently smoking it. the respondents, though not a front-of-mind Very widely known to be a cheaper brand and regarded by some as the 'classic cheap fag'. This reputation did not always work in the brand's favour in terms of motivating people to adopt it. Many claimed that Lambert & Butler was quite a long-established name in the cigarette market, and some felt that the brand had once been more of a conventionally or premium-priced brand, rather than a cheapy. Many non-smokers of the brand seemed to think that it retailed for about 3.20 or 3.30 a pack. Its smokers often seemed to purchase it for about Some of its smokers claimed that the official price was 3.40, but many claimed that it was quite aggressively, saliently and consistently price promoted. LAMBERT & BUTLER A TACKY BRAND Some of those who smoked other cheap brands of 'Lights' regarded L&B as a particularly tacky brand, and questioned the product quality of its cigarettes. Although the L&B smokers considered its Lights variant to be of good quality and a good smoke, some endorsed the view that the brand could seem 'tacky'. This criticism was stronger amongst the younger smokers of L&B Lights. For many the feeling that L&B could seem tacky was linked to its pack design. The brand's general packaging and presentation was strongly criticised in all four groups of L&B Lights smokers, and particularly by the younger 39

41 respondents. The silver pack of the full strength variant was often felt to look particularly dated and tired, and some felt that this stronger variant was of lower product quality than the Lights version they had adopted. conjured an unattractive image of the male working class smoker. For some it "It's a male, working class.....a van driver, could be any age." (Female, L&B User Group, Sheffield) Smokers of the Lights version of the brand generally felt that their gold pack looked much more presentable than the silver one. Indeed, some had gravitated to it from B&H because the design seemed reassuringly familiar, and some seemed pleased that it could even be mistaken for B&H at a distance. However, smokers of L&B Lights, and particularly its younger smokers, could feel that even their gold pack could look rather tacky. Poor quality cardboard and a surface design that was felt to look rather 70s, unoriginal and half-hearted were sometimes said to be at fault. Some claimed that the use of thin stripes gave it a dated 'Starsky and Hutch' feel. All of this could contribute to a general negative impression that L&B had not bothered to think about (updating) its packaging for a couple of decades. In relation to the L&B packs, many felt that the colour scheme which differentiated the Lights variant from the full strength one was inappropriate. Many felt that gold, which was strongly associated with B&H, was more indicative of a full strength cigarette. Respondents seemed to feel that Lights variants ought to be in lighter coloured packs than their full strength parents. The feeling of tackiness which many associated with the Lambert & Butler brand may also be linked to its advertising. This was spontaneously recalled by some current L&B smokers, who generally felt that it was remarkable for its awfulness. L&B's naff associations caused some to transfer the product into a premium brand pack when they were in smarter situations, while some bought premium 40

42 brands for such circumstances. A number of older respondents felt that the brand's image would mean that the 18-25s would be unlikely to smoke it. LOYALTY TO L&B'S PRODUCT CHARACTERISTICS Although the L&B brand could appear rather tacky, amongst its smokers it perhaps benefitted from being the best known of the cheaper kingsize brands. Many of its smokers had very limited knowledge of other cheap brands, and often tended to imagine that these might be less socially respectable choices, and more rough, harsh or unsatisfactory as products. For all the criticisms of Lambert & Butler's cheap image and poor packaging, most smokers of its Light variant seemed quite loyal to the brand on the basis of its product characteristics. While keenly priced, the product was felt to be of good quality and to deliver a thoroughly satisfactory smoke. Some claimed that the product was of equal quality to Silk Cut and suggested that the brand could sell its product more cheaply because it spent less on marketing and packaging. "It looks cheap, but 1see itas a quality cigarette." (Female, L&B User Group, Sutton) Its smokers claimed that the L&B Lights product : struck the right balance in terms of strength (not too strong, not too light/mild) had a satisfactory flavour (that did not leave a nasty aftertaste in the mouth) 4 1

43 was easy to draw on/effortlessly produced an ample quantity of smoke. Thus by comparison with Silk Cut, L&B Lights was praised by most of its smokers for delivering more flavour, more smoke, more strength and more satisfaction. Some assumed that L&B Lights must be stronger in tar and nicotine than Silk Cut : those who did so tended not to be much motivated by such issues. Those who were aware that both brands shared the same tar/nicotine levels, and who tended to be more concerned about such issues, generally considered it an advantage that the L&B product felt stronger, more flavoursome and more satisfying. V's the same tar as Silk Cut, but (with L&B Lights) you feel you've had a cigarette. " (Female, L&B User Group, Sutton)

44 JP SUPERKINGS : A CLEAR BUT UNATTRACTIVE IMAGE This brand was familiar to most, and many noted that it had been on the market for many years. However, the sample yielded only a couple of current smokers of the brand. Many believed that it was a mid-price brand, retailing for about 3.40 to 3.60 for a pack of 20. Its longer length could be seen to contribute to its value for money, but here the vast majority of respondents were unattracted by longer length cigarettes. For most the Superking length effectively ruled the brand out as a potential purchase. The brand emerged as having a image for strength which was particularly focused on the black and gold full strength variant. It was often seen as a brand for older female hardened smokers who were likely to be downmarket and smoking the equivalent of 40 a day. Some associated the brand with pensioners, and a couple suggested that its smokers would stub them out halfway down and then later relight them to get a second smoke out of the same long cigarette. The overall association between the brand and strength was reflected in the suspicion that the Light might be quite strong and high in tar. The brand was widely felt to have unattractive packaging that was felt to look rather dated and old-fashioned. This may have contributed to the feeling that it had an older consumer franchise.

45 ROYALS About half the respondents seemed to be aware of the Royals brand name, though most knew little about the brand. The sample yielded a handful of respondents who had been, or who currently were, regular smokers of Royals. Many who were spontaneously aware of the brand knew it to be a relatively cheap offering, and many were aware that it was available in packs of 24 or 25 cigarettes. Those less familiar with the brand were sometimes unclear about whether it was a cheap offering. Here it was notable that some felt that the brand name and the quite prominent Rothman's parentage could give the impression that this was a quite premium cigarette. However, many felt that the overall presentation looked rather tacky as a result of the heraldic-type design on the pack which was felt to be reminiscent of Embassy or even Number 6, and to look very dated and unoriginal. Most had no clear impression of what the product would be like. Those who had been, or continued to be, smokers of the brand generally claimed to have found it a satisfactory smoke, but did not suggest that there was anything distinctive about it.

46 SOVEREIGN About half the respondents seemed to be aware of the Sovereign brand name, with many who were aware of it regarding it as a very cheap brand which would be likely to retail for about for 20. The sample yielded a few regular smokers of Sovereign Lights. Awareness of the brand name, and a belief that it would be low in price, were linked by some to the perception that Sovereign had been around for a long time and had always been a cheap brand. Such respondents sometimes claimed that it had been, and perhaps still was, a short cigarette. '7t's a name from the past, always a cheap brand, a bit like No 6." (44, Male Depth) While genuine and up-to-date knowledge of the brand beyond its low price was very limited, it was notable that for many it had rather negative and disparaging associations. Many seemed to vaguely feel that it was at the bottom of the market and of poor quality. Some associated the brand with students, a view which was confirmed by the two students within the 20 depths. When the Lights pack was exposed it prompted mixed comments. On the one hand the simplicity of the design was praised and considered to be quite modern and smart. However many criticised the crest in the centre of the pack and many claimed that the brand name was printed in a rather cheaplooking way. The silver colour of the pack was not felt to be particularly impressive and the black full strength variant packet was said to create a much more favourable impression.

47 While smokers of the brand recognised that it probably had a 'cheap' image, its relative obscurity in relation to more established 'cheap' brands, such as Lambert & Butler, allowed them to construct a more positive personalised perception of the brand. "People would probably see it as a cheap brand, for students and pensioners, but you can tell yourself it's B&H in cheaper clothing.... a well kept secret." (21, Male Depth) The smokers of Sovereign Lights proved more likely to check the numerical tar and nicotine levels on the side of their packs than smokers of some of the other Lights brands (e.g. Mayfair, Superkings, Royals). Some appeared to have been drawn to the brand in part because of its relatively low 5/0.5mg ratings. There was not much evidence of triallists and regular users enthusiastically rating the brand's product qualities. Some specifically claimed that it did not have a pronounced taste, and that other Lights tasted stronger and had a more distinctive flavour. When sampled by some of the L&B Lights 'most often' smokers, Sovereign was said to be rather tasteless and nondescript, and even to be bitter and to leave one's throat feeling dry. Some of these L&B smokers noted that the cigarettes had little perforations or holes in them.

48 MAYFAIR The Mayfair brand name seemed to be vaguely familiar to about half the respondents. The sample yielded seven 'most often' smokers of the Light variant who proved to be quite enthusiastic about, and loyal to, the brand. It was generally seen as a fairly new brand, with no obvious history to it. Most of those who were aware of the brand name believed that Mayfair was cheap, with many initially believing that, like Sovereign, it could be purchased for under 3.00 and that it was probably a nasty, cheap-tasting product. Some of these non-users initially thought that it was of supermarket own label price and status. As with Sovereign, many of those most critical of the brand's status were L&B smokers who liked to feel that their brand, at its slightly higher price, was of superior status and quality. Some non-users noted that recently the brand had become more noticeable, and knew individuals or groups of people who now smoked it. The initially dismissive comments of those who did not smoke the brand often died away when respondents were exposed to the Mayfair Lights pack, which tended to make a favourable impression. Amongst both users and non-users of the brand, the basic design was often considered to be modern, striking and attractive. Its simplicity and classiness were widely praised. The pale blue colour was felt to contribute to the striking effect, though some felt that it made the pack look very feminine. For females this seemed to be an advantage, and some likened it to perfume packaging. However, some males found the colour off-putting, and a couple of male 'most often' smokers of the brand claimed to be rather reticent to expose it in public. For many the smart and modern pack design and the Mayfair name worked together to conjure a favourable impression of a brand that could be viewed 47

49 as premium in status. This seemed to allow its current smokers to view it as a quality brand that was simply a well-kept secret, even if those who were less familiar with it viewed it unfavourably. It was notable that exposure to the Mayfair pack caused some L&B users to further criticise the packaging of their chosen brand. It was also notable that the favourable impression it created prompted some, and especially females, to want to try the brand with a view to perhaps adopting it. Here some were disappointed when they read the relatively high tar/nicotine levels on the side of the pack. It was notable that the Mayfair Lights 'most often' smokers tended to have come straight to the brand from a fuller strength cigarette such as B&H or the full strength version of Mayfair, and had not been accustomed to smoking other Lights in the past. Some had migrated from a full strength cigarette to Mayfair Lights in very recent times, i.e. within the last six months. Some were pleased to have found a Light that satisfied their taste for a relatively strong cigarette, with some having sampled other Lights brands which they found lacking in satisfying strength or flavour. Their enthusiasm for the brand thus reflected their liking for what they regarded as an ideal 'Lights' product in terms of flavour and strength, and its quality packaging. Some claimed that it was a particularly smooth smoke, with this causing some to compare them favourably with B&H. A couple claimed that in product terms the Lights were not that different from the full strength version in the dark blue pack. The Mayfair Lights 'most often' smokers proved not to be the sort who were concerned to know the precise tar/nicotine levels printed on the side of their packs. Mayfair was sampled in a couple of groups of L&B Lights smokers and in a couple of depths. Reactions seemed to reflect the strength levels to which respondents were accustomed, as well as the strength levels which they