Daily Doc: PM, Dec, 1991: Image of Feminine Cigarettes? Trailer Trash, chemicals
Daily Doc: Image of Feminine Cigarettes? Trailer Trash, chemicals
Title: Topline Report on Eight Focus Groups with Women Smokers About issues Related to New Virginia Slims Kings Type of Document: Brand Review
PM, Dec, 1991
Bates #: 2057763894/3911
August 22, 2000
This is a report of a 1994 focus group session done for Philip Morris to investigate what sort of images women have of "feminine" cigarette brands, like Misty and Virginia Slims. On page 6 is a section entitled, The Image of Specific Brands. In this exercise, women were asked to report the key types of images they had for each given brand of cigarette (a kind of "free association" exercise). I was taken by the strongly negative images that these women associate with almost all brands of cigarettes! A few images these women associated with "feminine" cigarette brands included: "grandma," "tacky," "cheap," "chemical," "asbestos," "Jesse Helms," and "trailer trash."
CITATION
Title: Topline Report on Eight Focus Groups with Women Smokers About issues Related to New Virginia Slims Kings Type of Document: Brand Review
Author: Henderson, NR; Kensinger, JL, Riva Market Research Recipient: Philip Morris
Date: 19911200
Company/Site: Philip Morris Tobacco Company Document Site: http://www.pmdocs.com/cgi-bin/rsasearch.exe
Bates No. 2057763894/3911
Page Count: 18
URL: http://www.pmdocs.com/getallimg.asp?DOCID=2057763894/3911
Found using Search Criteria: "Misty and Women"
QUOTES
3. Image of Specific Brands
...[W]hat is reported here are the key images for each brand:
Capri: Feminine/skinny/stupid/dumb ads/stuck-up bitches/rainbow/pastel box/"posers"/fall out of ashtrays/older women/prissy/too small/special, low prices/orchids
Bucks: Deer/men/red/cheap/headache/money/boots/redneck/budget Marlboro/billboard/gimmick/beer/pick-up trucks/beaches and mountains/cowboy/hunting
Misty: Feminine/rain/grandma/cheap/bad taste/tacky/winter/stale/damp/coupons/teenagers
Doral: Generic/cheap/old people/bad taste/old poor men/dull/"Trailer trash"/Jeeps/charcoal/low tar/plastic filters
Marlboro Lights: Satisfying/women/clean/$1.95/Jesse Helms/chemicals/yuppie boys/asbestos/everybody/popular/cowboys and cowgirls/tolerable/college
Virginia Slims: Not bad/"good in a pinch"/youth/YCALWB ["You've Come A Long Way Baby" slogan] /high school/ballerina/shitty/hats/Ralph Lauren/magazine ads/"my mother"/feminine/fashionable/good taste//women's liberations/"more than a cigarette -- an image for women"/high fashion models
Newport Lights: "A lot of Black people smoke Newport Lights"/alcohol/sail boats
Salem Lights: Cool/refreshing/feminine/"my first cigarette"/mountains/north/cold/pepperminty/ocean/light and fresh
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END OF DOCUMENT