SMOKING HABITS SURVEY 1997
SPONTANEOUS ADVERTISING AWARENESS - TOTAL MENTIONS
Base : All Smokers
BENSON & HEDGES
SILK CUT
MARLBORO
ROTHMANS .J1
EMBASSY
JP SUPERKINGS
LAMBERT & BUTLER
REGAL
BERKELEY
PLAYERS/JP (Ex SK)
26
20
23
20
20
19
16
15
Note : Spontaneous awareness is at brand family level .
NOTE : * denotes a value of less than 0.5
U:\research\robertso\excel\shs\SHS97.XLS
7 6 4 4
3 3 3 3
2 1 1 3
5 6 4 3
4 2 1 1
3 3 2 1
SMOKING HABITS SURVEY 1997
PROMPTED ADVERTISING AWARENESS
Base: All Smokers
Silk Cut KS
Benson & Hedges KS
Rothmans Royals
(JP) Superkings
Embassy No 1 KS
Lambert & Butler KS
Rothmans KS
Regal KS
John Player Special KS
Silk Cut Ultra Low KS
Sovereign KS
Marlboro Lights KS
Rothmans Royals Lights
Berkeley Superkings
Dunhill KS
B&H Lights
JP SKGS Lights
Raffles 100s..B&H Superkings Lights
(JP) Superkings Ultra Lights
Raffles Lights
B&H Ultra Lights
Kensitas Club
Kensitas Club Lights
Embassy Mild KS
JPS Lights
Regal Mild KS
3
2
1
Methdodology aid question order changed between 94 and 95
NOTE : * denotes a value of less than 0 .5
U:\research\robertso\excel\shs\SHS97 .XLS
N/A
3
N/A
N/A
3
N/A
8
1
N/A
5 11 2
3 8
3 9 '
9 20 22 19
9 17 19 15
9 16 18 15N/A N/A 15 15
15 26 35 27
10 20 25 238 16 23 22
SMOKING HABITS SURVEY 1997
SPONTANEOUS BRAND AWARENESS - TOTAL MENTIONS
Base: All Smokers
MARLBORO
BERKELEY
REGAL
JP (Exc . Superkings)
DUNHILL
RAFFLES
SOVEREIGN
KENSITAS TOTAL
CRAVEN
DORCHESTER
RED BAND
PETER STUYVESANT
Note : Spontaneous awareness is at brand family level .
NOTE : * denotes a value of less than 0 .5
U:\research\robertso\excel\shs\SHS97 .XLS
BENSON & HEDGES 78 78 78 77
EMBASSY 50 49 47 48
LAMBERT & BUTLER 28 31 34 40
SILK CUT 44 43 42 40
(JP) SUPERKINGS 28 24 34 36
33 32 29 28
26 28 27 28
37 35 29 25
SMOKING HABITS SURVEY 1997
Base: All Smokers
Benson & Hedges KS
Silk Cut KS
(JP) Superkings
Marlboro Red KS
Rothmans KS
John Player Special KS
Dunhill KS'
Regal KS
Embassy No 1 KS
Ruthmans Royals
B&H Superkings
Lambert & Butler KS
Berkeley Superkings
(JP) SKGS Lights
Marlboro Lights KS
Silk Cut Ultra Low KS
Rothmans Royals Lights
B&H Lights
Raffles 100s
Sovereign KS
B&H Superkings Lights
JP SKGS Ultra Lights
Raffles Lights'
B&H Ultra Lights
U:\research\robertso\excel\shs\SHS97.XLS
PROMPTED BRAND AWARENESS
Methodologyandquestionorderchangedbetween94and95
NOTE: * denotes a value of less than 0 .5
Q.0 Which of following brands, apart from regular one, appeal . . .
Base: Total Sample
THE HPI RESEARCH GROUP" PROJECT EDGE (081039) - WAVE 617
__________-________Most often Brand--------------------MO/Occasional --Tar Level-- ___-Area--___
rl'
Any Not Fulll' MarlFa- Low'____fender-________pqe--_
Any
Not Marl' Marl' Ma
Marl' Marl'
boro
boro
boro
Silk B&H SF
MarRedsLights Medium Cut KS
KS Other
bolo
bolo
your ' Tar North South_
bolo bolo
Table 16A
Total Male Female 18-24 25-35
217 82 301 230 128 151 231
Marlboro Reds159 224 51 332
- 49 2 34 81
21 19 21 13 15 21383 210 173
10 1 1 10 1426$ 5$ 9$ 10$ 10$ 98
Total g 15 21 11 25 "-$ 20$ 50$ 3$ 12$ 6%
35 275$ 9$ 9$ 21~ 8$
Appeal 9$ 13$
96 230 174 128 146 180
8&H SF KS131 195 75 251 24 49 2 34 - 217
74 5725 43 44
326 174 152 _ 65 13 32+k 33$ 19$ 29~ 24$Total
41 33 54 1176
98 18$ -B 32~ _+k 30$ 13$
Appeall87 4521% 26$ 27$ 25$ 27$ 15$ 30~
217 106 301 254 128 162 245
Marlboro Medium170 237 75 332 26 99 - 39 83
28 9 15 21 12 2510~407 227 180
7 20-
15
528 27$ 3% 6$ 17% 7$Total
23 1'4 19 18 27 113$ 27$ 40+6 -B 2$ 6%
Appeall3799 10$ 88 11$ 8% 35~
217 106 269 254 94 150 225
Silk C1lt he162 158 216 77 298 26 49 2 _ 83
10 33 24 22 2110$
Total375 213
9 34 18$_-%
810$
212$ 10$ 12$ 10$ 18% 15~
43 2 911 327$ 15'E 12% 11$ 4$ -$
Appeal 12% 11% 12$
217 59 301 256 79 147 213
Marllh~ro Lights148 212 28 332 26 - 2 39 83
24 22 19 16 27360 19 8 162
23~ 1881933$ 8% 8$ 25$ 11% 13$
Total 22 2110 33 10 .~ -$ 11$
93 21 2214$ 15% 10$ 36$ 10$ 38%
Appeal 12$ 11%
0.9 Which of following brands, apart from regular one, appeal . . .
Base : Total Sample
THE HPI RESEARCH GROUP- PROJECTEDGE (981039) - WAVE 617
------How well------Total- -----Lifestage------ --Going out-- -Media Usage- --Ad . Recognition--- -Fl Sponsor-- ---Know Marlboro----Recog-
Couple
Kids
Upto
nise &
NotStud- Sing-
No
at
once
More
Marl- Recog- Recog-
Very Quite
NotTotal
ents
les
kids
home
week often Heavy Light
boro
nise
nise Spont . Prompt
well
well reallyMarlboro Reds
Table 168
Total
Appeal
383
3598
101
12128
200
22118
38
378
134
1078
150
1078
233
26118
148
17118
318
31108
104
16168
157
23158
226
1258
81
11148
267
29118
278
34128
53
118
51
118
S&H SF KS
Total 326 86 178 35 104 125 201 126 269 95 140 186 70 223 245 41 40Appeal 87 19 47 5 35 33 53 33 69 22 32 55 17 63 70 11 6278 228 268 158 338 278 278 268 258 238 238 308 248 288 288 278 168PJnrlh.i M,t9ium
Total 407 107 217 42 136 156 251 161 338 115 175 232 91 286 302 53 51Appeal 37 16 28 5 4 5 32 21 30 20 26 11 10 29 36 - 198 158 138 118 38 38 138 138 98 178 15% 58 118 108 128 -8 28Sill: Out K :
Total 375 99 204 36 125 145 230 147 313 111 168 207 81 266 280 48 45Appeal 43 8 19 5 19 18 26 17 35 7 17 27 10 30 35 3 4134, 84, 94, 1.34. 1.2x 11' 12% 11 'f, 72 10't 132 132 118 132 63 82Marlboro Lights
Total 360 87 180 37 133 144 216 137 296 89 146 214 80 248 255 53 51/V'prn1 4 .1 1 i 26 n `1 16 7 17 35 17 2n 15 10 32 36 3 41 .110, 1 .I'd 1 .I'A .! 3 4 . 1'6 1 .114 . 1 2. 'f . 1'/. 'f. 12 '4. '/.1% 20 14. 7'b 12" 13 14, 14% 6'L 72
Ir
Source : AC Nielsen
MARLBORO FAMILY SHARESOTC
Share -All Outlets
b b b b b b b b b b b
1~PQ4~~ S~S~4~ ~w OG~O ~~ ST'~'1~F~ ~411ti4. S~S~'F~ 5w OG110 ~~ s~~~~
4.5
6 .0
5 .04.G4.5 4.5
4.4 4.4
4.1 4.1 4.1 4.1 4.1 4.13.2 3.9 ~~
4 .0 3.83.7 3.7 3.7 3.7 3.7 3.7 3.7
3.G3 ;3
3.03.0 2.8 2.8 2.8
2.72.6 2.6
2.4 2.4 2.4 2.42.5+. "
2.2 2.22.3 "
2.1 2.1 2.12.0 2 .0 2 .0 "
2.0 1 .9 1.9lt~ fi 1 .7 1.7
1 .6 1 .6 1 .6 1 .6 1.6 1.6 1.6 1.6 1 .6 1.6 1 .6 1 .6 1.6 1.6 1.6 1.6 1 .6 1 .6 1 .6
1 .0
0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1o*o o.o o.o o.o o.o o.o o.o o.o o.o o.o o.o0.0 1 1
i i i
4.74A5 M'boro Family
3.0"
3.0" 2.D 9 Lights Family
1 .61.5 1.E5 Reds Family
0.1 0.1 OA.1 Medium
6.0
5.0
4 .0
3 .0
2.0
0.0
5.3 5.3 5.3 5.3 5 .
4.9
MARLBORO FAMILYShare Development by Trade Sector
b b b b b b b b b b b b 1
Source : AC Nielsen
Mult Off Lie
Mult CTNs
Mult Grocers
Co-ops
10 .0
8 .0
6.0
4.0
G6.8 6.7f.6. . . . .
G.5' 6.5 G.S;i
3.63.3
2.8 27 27
2.8
2.8 2.9 2.8 2.8.23.E
2.4
2.5 2.6 2.6
. 2.6 2.6 .
2.6
2.0
q~~~, q~ ~h qb qb
~
b
b qb ~b qb ~b qb ~b ~b ~b q~ ~^ ~^
^ ~^ q^5,~40G~OJ~~GS ~~ QVQ~S S~'4~G5,~40G
Q4O Q~S,S~'~
Cs5
,~40G~O'9~GS
Source : AC Nielsen
MARLBORO FAMILYShare Development by Trade Sector
Forecourts
Ind CTNsInd Grocers
Symbols
10.0
8 .0
6.0
4.0
(r
MARLBORO FAMILYShare Development by TVRegion
7.97.7
7.5,:*7.2 7.2
7.2 7"3 "~" ."7.1
~"~ "~+
4.5 4.4 4.5
4.54.3 4.3
4.~ 1
4.7 4.7 4.7
5.7 57 5. .6 5.6 5.6
5.6
4.9
8.4 8.4
83 8.3 83.
99.3 9.2
8.7 8.71
6.6
6.6
6.66 4
6.5_ .
6.46.2 6.2
6.2
6.2 6.2Z -
`'~ '"4'+-6.2
5.0
5.04.8 4.8 4 .8 4.8
53.3
3.63.4 3.4
3.0
Source : AC Nielsen
London
Southern
Anglia
Midlands
Wales & West
y 5:8 . .5 .8 .~.6
5.05.3
.
c 33 .2 3 .2 3.3~.
�,
4.0
3 .0
2.0
1 .0 1
MARLBORO FAMILYShare Development by TVRegion
2w9
2.5
2.5
2.5 2.5 2.5 2.5 2.Vd'104
24 24
20tu;~2 .3 ,2 03
-3
V J)
2.0
2.0
LO'1 :9
1.9 1 .9 1 :9 ,
2 .8
12
14
2A 21 24 14
2.2
,~ 2 .2 Ito
0.0
i
I
I
I
I
I
I
I
I
I
I
I
I
I
I
I
I
I
I
I
I
I
I
I
I
I
I
I
VAV 't$op '4~ 00
t, 4~ Is Is ~.
-1~ 0 'IF
0 jz
Source : AC Nielsen
N Ireland
Yorkshire3 . 1
3.2 $MMU 11~--, .
Anap Lancashire*2. Tyne Tees
142._ Scotland
M115114M^#*%%M1RtW1~z1~
2200
2.5
2.0
MARLBORO RED KS TOTALShare Development by Trade Sector
.2 1 .2 1.2 1.2 l .2 1 .Q2
0.5
o p(0 t\ e\
Source : AC Nielsen
Mult Off Lic
Mult CTNsMult Grocers
Co-ops
3 .5
3.0
2 .5
2 .0
1 .5 ,
MARLBORO RED KS TOTALShare Development by Trade Sector
3.0
1 .9 1 .91 .8-01!3""7%1,1 .8
1.8 1.8 1 .81 .7
2.92 .8 ::;x:"''
2 .7
2.7 .:
.� 2.7
2 .72.6
2.6
2.6 ,.k
?}.
2 .6
2.6SV,.H
2.5"'2 .4
2.4
2:4, ~
` :,,2 :-L ""
}:
2 : -t
2 :-1
2.~
1 .81.7 1 .7 1 .7
1.7 1 .7
1 .7
1.7/&\l .7 1.7 1 .7 1 .71 .6 1 .6 1 .6,oOTm'k 1 .6 1 .6 1 .6 1.6-40-o-1 .6 1 .6
1 .41 .8.3 1 .3 1 .3
1 .3 1.3
1 .3
1 .3
1 .3
1 .3 1 .31 .2
1.2 1 .2
1.2 1 .2 1 .2
1 .2
1 .2 1 .2 1.2
1.2 1 .2 1 .2 1 .2 1.2 1.21 .1 1 .1
0.5
~~ G~ O~ wG ~ w4 ~4 4~ A~ ~ ~'4G w4 GS O~ wG ~ ~4' P4 .q49 ~~ ~~' 4G w4 GS o4 wG ~ 4'
Source : AC Nielsen
Forecourts
Ind GrocersInd CTNs
Symbols
4.0
3.5
Source : AC Nielsen
3 .33.2 ..,* .� 3.2
3.2
MARLBORO RED KS TOTALShare Development by TVRegion
*1r-9.4e
3.2 3.23.1 3.1 3 .1
3.1 3.1
2 .12 .0
2.0 2.0 2.0 2.0
2 .52:4 2.4 . 2.4 2.4
2.4 -2:4 -2:-t
2:4 2.4
2 .4 .2.4
2.1
2.1 -" 2.12.0 2.0 2 .0
1 ..9 1 .9
2:9 2.9 2.9 2.9 . . .2 .9 . .. , London2.7 2.7
Y-0*11111r,
2.2
1 .2 1 .2
1 .2 1 .2 1 .2 1 .2 1 .2 1 .2 1 .2
1 .2
1.2
wt:
:1Mj0 1 .0 1 .0
1 .0
~' ^~" 10
Southern
Anglia
Midlands
Wales & West
2 3
1 .4 1 :4
2.2 2 .2
2 .0 1.V.9
2.1 2.1 2.12.0 2.0 2.0
1 :9
1 .51.3 < 1.3 1 .3 r+ .;, 1 .3 1.3 1.31.Y.2 '1g2'r"1~d"
1 .0
1 .2 11 1 2 .~1,- 1 .2 1.2
0 .5
.9
0.7
0.9.9 0 .9 (1 .9"` () .9
Source : AC Nielsen
0.8 0.8
MARLBORO RED KS TOTALShare Development by TV Region
1 .1 1 .1 1 .1 1 .1
1 .1
1 .1
1.1 1 .1 1 .1
9
,m~.
(1 .9
V9
0.9':
0.7 0.7
1 .-t
(1 .9 0.9 '0 .9 0 .9'' 0 .9 0.9 0.9.!
i0.s
0.$ 0 8 Q.8
.
0.
V . 0A8titer wIt ;
h b b b b b b b b b b b b ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ~ ~ 4,
Scotlandr..1r,Z?x 4-x;W1~x
Yorkshire
5 .0
4.0
3 .0
2 .0
0.0
1.0
1 .0 1 .0 1.00.9. U.9.6.8
6.9
0.9
6.8
0.8
696.
86~s
..OA6 0.6 0.7 0.7
3.9 3 .9 3.9
.,?
"'.34
MARLBORO LIGHTS KSShine Development by Trade Sector
Sti OG ~O ~~, S~~w~F4~~4~4~S,~S~'ACs5
,w40G~O~~GS~~w~P-¢~49 A~.S~S~'4~G5~40GS. O~wGS~~4,
Source : AC Nielsen
Mult Off Lic
Mult CTNs
Mult Grocers
Co-ops
7.0
6.0
5 .0
4.0
3 .0
2 .0
3.8 38 3238 38 39 3'J.6 3 .6
4.7 .
4.4 4.5 4.5
59 5.9 5.9 G.0 5 9
5.85.6
5. 7
5.
2..8
2. . . .2-P- . . . .9 .. -2A8
Source : AC Nielsen
MARLBORO LIGHTS KSShare Development by Trade Sector
Forecourts
Ind CTNsInd Grocers
Symbols
6.0
5.0
4 .0
3.0
2.0
33,3 3.3
~.1
3.7 3.7 3.7.3 .8,.
3
3 4.>>-2.9 2.9 2.9
2 ~ 2.2
2.2 2.22 .ir 1
2.0
2 9 . . ~.9 . . 2.y
2.3 2.32.5 2.4
4.9
4.5 ~.c} ...-
4 .3
1 .5 L.1-
:
1.1"°~~xxs
1.9 1 ." .~.
1)
1.91..8 .
.1.8 .
1.7
1.7
1.8
1:8
. : . .
1 .8
.1. .8
1 .8.1 .71,1-6 1 .6 1. . .
1.-1 1.=t :*--zs:.'W
3.53.6
3 .5 3.6 3.C
3.5 3.53.6 3.5
3.3 '""°"~ 3
3.3 3.304
3.1 3.2 3.2
. 2.3 2.3
2.32.1 2.1
2.1 2-2 2.1 z.l 2 2 2 2.1 2.1
1 .17.7
Sti40G~O~~GS~~w~~44~~4~S~S~'~GSw40G~O~~
GS~~w~44F4~4~S~S~'~
~S5w40G~O~wGS~~~4~P4~
Source : AC Nielsen
MARLBORO LIGHTS KSShare Development by TI' Region
London
SouthernAnglia
Midlands
Wales & West� , 1 .9
1~LRS'.43x77..4? 4.1R:DF..+F.NF}7teP:77,!?iaic :+.
2 .5
2 .0
MARLBORO LIGHTS KSShare Development by TV Region
1 .s , , 1.8.,e .9<k
,7 1 .7
1 .3 1 .3 1 .3 1 .3 1 .3
1.Y..51.5 1.5
1.4
0.5 I Ib b b b b b b b b b b b ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ g g~4~ GSA
~~f.~~f Q4g44g ~,~~ ~'~4Cs°'
4,w~ A,¢~ 49 ~~q
°~~g4Gq4~
°~ GS~f 0~1~wGS4~'
4,~
Source : AC Nielsen
Yorkshire~~ I .:FSr::<.
Tyne TeesLancashire
Scotland
N Ireland
100
80
60
40
20
0
Source : Taylor Nelson
Spontaneous brand awareness1994-97
Total B&H
Total Marlboro
Total Silk Cut
100
80
60
40
20
0
Prompted brand awareness1994-97
IN1994 1995 1996 1997
Note : methodology changedbetween 1994 and 1995 .
B&H SF
Marlboro Reds
Marlboro Lights
Silk Cut KSSource : Taylor Nelson