Daily Doc: RJR, Mar 8, 1973: RJR on the 'youth market'
Daily Doc: RJR on the "youth market"
Title: Re: NFO Preference Share Data --"Youth" Market --
RJR, Mar 8, 1973
Bates #: 501167049 -7051 (PDF file)
April 26, 2000
According to this document taken from the R.J. Reynolds Tobacco Company (RJR) site, 14 year old smokers were not just a viable, but a very sought after market for RJR:
"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."
CITATION
Title: Re: NFO Preference Share Data --"Youth" Market --
Type of Document: Letter
Author: McCain, JH, William Esty Advertising Recipient: Watson, J.S. , Marketing Department, R.J. Reynolds Tobacco Company
Date: 19730308
Site: R.J. Reynolds document site: http://www.rjrtdocs.com/rjrtdocs/frames.html
Page Count 3
Bates No. 501167049 -7051
Litigation Usage: Minnesota selected
To Find Document: On RJR site, enter as "Quick Search" criteria the phrase "NFO preference and youth" (without quotation marks). PDF Version Attached
QUOTES
Dear Jack:
As you know, the October 1972 NFO provides demographic data on 14-20 year-old smokers....
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...
...5. The New England (20.5%) and Mid-Atlantic 916.3%) regions have the highest 1420 smoker development.
B. WINSTON-Marlboro Preference Share (Exhibit II)
1. The top 5 brands (Marlboro, Kool, WINSTON, SALEM and Tareyton) account for 78.7% of the total 14-20 market. The remaining 45 brands account for only 21.3%.....
2. While Marlboro's preference share is 38.5% verses 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.
C. Preference Share Trend by Age Segment (Exhibit III)...
...1. Marlboro's share among the 14-15 segment is a phenomenal 51.0%....
...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....
[underlining appears in the original]
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