BACKGROUND NOTE: The industry has long claimed
that it does not market to children and
that it does not want children to smoke. Read this document and see
what you think:
Quotes:
As you know, the October 1972 NFO provides demographic data on 14-20
year old smokers. There are a number of significant WINSTON-Marlboro
preference share trends apparent in this data, and it is for that reason
that we highlight them here prior to their "official" release.
A. General Comments (Exhibit I)
1. 13.1% of total respondents 14-20 were smokers; this compares to a
national average of about 30% for all ages.
2. The progression of smoking incidence begins at 3.7% for 14-15 and
moves up to 23.1% for 18-20...
3....
4. Smoking incidence skews to the under-$5,000 income groups.
5. The New England (20.5%) and Mid-Atlantic (16.3%) regions have the
highest 14-20 smoker development...
B. WINSTON-Marlboro Preference Share (Exhibit II)
1. The top 5 brands (Marlboro, Kool, WINSTON, SALEM, Tareyton) account
for 78.7% of the total 14-20 market. The remaining 45 brands account
for only 21.3%....
2. While Marlboro preference share is 38% versus WINSTON's 14.2% among
14-20 year-old smokers, in another focus, Marlboro's share is about
equal to the share of the next 4 leading brands.
3. Only Marlboro, WINSTON and Kool enjoy preference shares in thie age
group higher than those in the total national sample of all smokers...
C. Preference Share Trend By Age Segment (Exhibit III)
The most intriguing aspect of the performance of these three brands is
the progression of preference share through the 14-15, 16-17, 18-20 age
segments.
1. Marlboro's share among the 14-15 segment is a phenomenal 51%. ....
2....
3...
Discussion
Many manufacturers have "studied" the 14-20 market in hopes of
uncovering the "secret" of the instant popularity some brands enjoy to
the almost complete exclusion of others (as shown above). Creating a
"fad" in this market can be a great bonanza. To date, success, if it
comes, has often been a function more of luck than of prior marketing
perception.
[all emphasis appears in original]
Anne Landman
American Lung Association of Colorado, West Region Office
Grand Junction
Title: NFO Preference Share Data - "Youth Market"
Type of Document: Letter (confidential)
Author: William Esty, Inc. (advertising firm in New York)
To: J.O. Watson, Marketing Department, RJ Reynolds Tobacco Company
Date: 19730308
Page Count: 3
Site: RJ Reynolds Document site http://www.rjrtdocs.com/
Bates No.: 501167049-7051
URL:
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(If the whole URL doesn't appear in blue HTML lettering, then cut and
paste the whole URL into your browser.) If this URL doesn't work, go to
the RJR site and enter as combined text the phrase "NFO Preference Share
Data" (without the quotation marks).
