Consultants Research Market Associates Colquhoun
BRAND EQUITY CHECKFORBENSON--& HEDGES
IN CONJUNCTION WITH EXPLORATION OF THE
GRATIS CATALOGUE LOYALTYS
THE QUALITATIVE RESEARCH S REPORT
Preparedfor:- Karen Rickards, Market Research Manager - Ctgarettes, Gallaher Ltd
Prepared by: Colquhoun Associates
JN9584/PROJECT COOPER/KC/GC June 1996
Unit 4, 8 The Crescent, Surbiton, Surrey KT6 4BN Tel: 0181 399 2141 Fax: 0181 399 7159 Mobile: 0850 256137 I BACKGROUND 1
II RESEARCH OBJECTIVES 3
III METHOD AND SAMPLE
IV OVERVIEW 6
V MAIN FINDINGS 10
1. Components of brand imagery 10
1.1 Primary Signatures- 12 1.2 Secondary Signatures 14 1.3 Tertiary Signatures 14
2. What is the Benson & Hedges. Special Filter brand? =-, 16-
3. hint"Mapping 17
4. Other B=M Imagery 19
4.1 Regal Kingsize 19 4.2 Embassy No1 19 4.3 Dunhill 20 4.4 Rothmans 20 4.5 Marlboro Reds 20 4.6 Silk Cut 21 4.7 Superkings 21 4.8 Lambert & Butler 21 4.9 Berkeley 22 4.10 JPS. 22
5. Cigarette A, ,--
6. The Midas Campaign in Summary
7. The E s in Dedii:--
7.1 Golden Ingot 7.2 Golden Goose 29 7.3 Midas 31 7.4 ' Goldfish 32 7.5 Golden Fleece 33 7.6 Golden Tooth 33 7.7 Golden Syrup 35
8. Sponsorship 36
8.1 Formula One and Benson & Hedges 38
9 Loyalty Schemes 39
9.1 Attitudes to Collecting 41
10 The Benson & Hedges Promotion 43
10.1 The Gratis Catalogue 43 10.2 Leading Edge 10.3 Autumn Bonus/Winter Warmer 45 10.4 Go for Gratis 45 10.5 Attitudes to Gratis 46
APPENDICES,° -
Appendix 1 Discussion Guide
Appendix 2 Recruitment Questionnaire
Appendix 3 Gratis Catalogue Pre Group Self Completion Questionnaire
Appendix 4 Product Bank List
Appendix 5 The 'Midas' Campaign a. Golden Ingot b. Golden Goose c. Midas d. Goldfish e. Golden Fleece- f. Golden Tooth g. Golden Syrup.:;
Appendix 6 Competitor Advertising a. "Big isn't it?" - Marlboro . b. "Old, New, Borrowed, Blue" - Regal Kingsize c. Marlboro lights d. Embassy Nol
Project Cooper: B&H Brand Equity Check The Summary Report
BACKGROUND I
Spectacular performance for the Benson & Hedges Special Filter brand in the 1980's turned to slow decline in the early 90's. Loss of share was attributed to a number of factors including a change in smokers' requirements, (influenced by enduring recession and continued pressure from the anti smoking lobby), a move towards cheaper brands and a desire for lower tar cigarettes.
In addition, the Benson & Hedges 'Gold' symbolism, so relevant to the 80's was considered to have lost salience in the more politically correct, concerned 90's.
Lost ground has not been replaced from traditional pools. Benson & Hedges Special Filter has always had a younger user profile but recent years have seen younger smokers turning to alternative premium brands in preference eg. (Embassy Nol, Regal King size (KS), Silk Cut and Marlboro Lights). Meanwhile those taking up smoking for the first time are less likely to start with the brand. Against this backdrop, drastic action was required to arrest decline.
In 1995 Gratis, Benson & Hedges' promotional catalogue loyalty coupon scheme, was launched. Early feedback has been positive. The catalogue is perceived to be better than Imperial's Focus scheme but [still] leaves something to be desired where young smokers are concerned.
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The brand received tremendous marketing support concurrent with the launch of Gratis comprising;
Advertising; the new press/magazine and poster campaign - 'Midas' Direct marketing activity to specific market sectors ('Leading Edge', 'Autumn Bonus' and 'Winter Warmers') Widespread dem activity accompanying the launch of Lights and Ultra Lights, Group collection schemes (Go for Gratis) Assorted localised promotional activity; club nights etc
The launch of Gratis combined with this activity appeared to have arrested decline and market share had levelled off at the time at which research was conducted.
Qualitative exploration is now required to evaluate Special Filter's standing in the context of the past year's activity and to assist in future planning and development for the brand towards 2000.
In February 1996 Colquhoun Associates was invited to conduct research. This document comprises a summary of their findings, conclusions and recommendations.
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CTIVES OWE RESEARCH II
The overall objective for this research was;
TO EVALUATE SPECIAL FILTER'S STANDING IN THE CONTEXT OF THE PAST YEAR'S ACTIVITY AND THAT PLANNED FOR THE FUTURE
Specifically research sought;
e to investigate the overall image of Special Filter and its smokers amongst brand loyalists and (main competitor) other brand users
n to explore imagery conveyed by the pack, Gratis, the advertising and various other marketing activities recently undertaken, and to understand what each contributes to overall image of the brand
n to explore the relative standing of Special Filter compared with the rest of the market (vis premium sector) and its salience, today
e to evaluate all of the above to offer guidance on the most appropriate launch activities for Gratis II and ways in which the Company may continue to develop Benson & Hedges image towards 2000.
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III METHOD AND S
Twelve, qualitative group discussions, listed in summary form on the page opposite, were conducted. Six were 'Groups in Depth' 1 and lasted two and a half hours. The remainder were conducted in the normal way and lasted two hours. Six groups were conducted with female respondents and six with male respondents.
A socio-demographic spread spanning BC1C2D was represented across the sample. Fieldwork was conducted at five locations namely Newcastle and Leeds (heartland for Regal King size), Sheffield and Birmingham (heartland for Embassy Nol) and London.
All respondents had bought and smoked at least forty cigarettes within the week prior to recruitment. All were 'non rejectors' of the Benson & Hedges brand and all were familiar with the Gratis scheme, prior to the group discussions.'
There was a mix across groups of brand preference. Benson & Hedges Special Filter, Regal King size and Embassy Nol were all represented (although not in even proportion).
A variety of lifestages and lifestyles were also represented. Respondents ranged in age from 18-50. Younger respondents (18-30) were categorised as either 'settled' or 'unsettled' via their response to an attitudinal and lifestyle battery listed in the recruitment questionnaire (shown in the Appendix 2 to this report). Middle aged respondents (31-40) were specified as 'parents of dependant children' (under 14). Criteria on lifestyle and lifestage were left unspecified in respondent groups with the over 40s.
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A range of coupon collecting activity was also represented. Respondents who were 40 or under were categorised as either 'actively collecting' cigarette coupons of their preferred brand, or 'not collecting'. Collecting criteria in the over 40s was left unspecified.
Fieldwork was conducted by Kate and Gordon Colquhoun between the 11-21 March 1996. Respondents were paid an incentive of £10/hour to attend group discussions. A recruitment questionnaire and discussion guide is shown in the Appendices to this report.
'Groups in depth' is a technique which allows researchers to explore individual response in a private and confidential way, before convening respondents to group discussions where they are exposed to the normal forces of 'peer pressure' and 'group effect'. During 'Groups in Depth' two moderators work simultaneously conducting two paired, fifteen minute depth interviews each prior to convening all respondents to a normal group discussion lasting two hours.
'Groups in Depth' were recommended for use in some of the groups in this project as it was hypothesized, prior to fieldwork that younger respondents may withhold or alter response to 'coupon collecting behaviour' in a group environment, because it may be perceived to be 'less than hip' behaviour.
a Respondents to the two hour group discussions were given a Gratis catalogue during recruitment and asked to read it prior to attending group discussions. Respondents to the two and a half hour groups were asked to read a Gratis catalogue in the fifteen minutes they had to wait either before or after attending fifteen minute depth interview which preceded group discussions.
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The problem appears to be as follows;
Benson & Hedges traditionally is known for its assured, confident market leader status, its long pedigree of premium quality, it's 'gold standard' benchmark and its discerning, committed, understated, and elegant imagery. Benson & Hedges is not vulgar, does not struggle too hard and traditionally does not have to 'shout' about its leading position, thereby undermining itself by having to do so.
The pack maintains and endorses all the traditional brand positives (listed above), as does the brand's ubiquity, popularity, market presence and historic advertising. However, recent activity such as;
n New advertising, the Midas campaign o Revised pack and Gratis tear strip n New range extensions (eg. Sovereign, diluting imagery) n Sponsorship in niche areas eg. Ice Hockey n Promotional catalogue activity in very similar vein to Focus e Lost share;
cumulatively, could detract in time from traditional strengths by diluting core brand imagery.
The Advatioa in Summary
The current advertising campaign was rejected by the vast majority of this audience (Loyalists and OBUs alike).
Initial feelings of stupidity and ridicule (because they do not understand the executions' either in terms of ACTION, ALLUSION or MESSAGE COMN[UNICATION) convert quickly to brand negatives and rejection, especially upon realisation of the degree to which the messages are submerged.
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"They must have money to burn if they're wasting it on rubbish like that!"
"It's trying too hard to be clever, too clever by half!"
A number of respondents compared the campaign concept with Silk Cut advertising in that it was 'trying to be clever' and attempting to be 'surreal'. However, the campaign was not working in the same way and ended up ridiculing its audience and making them feel stupid for not understanding what was going on. In addition the visuals (in the majority of cases) lacked the capacity to involve audiences through their appeal or intrigue.
Activity ' to Brand Equity and Egg Images
Some activities are however building traditional values and extending core territory eg;
n Formula One sponsorship
n A willingness to meet expectations through 'added value' provision (with Gratis)
a Continued strong market presence coherent with its market leader status such as universal merchandising, brand ubiquity and local promotional activity (B&H Nights, Blackpool etc.)
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A brand activity checklist shown on the page opposite summarises response to current and recent activity. The recommendations listed below outline guidance for action to develop Benson & Hedges imagery towards 2000.
e Pack and advertising should endorse/reaffirm pedigree and status " Restate aspirational/traditional values Fly the flag, confirm strengths without apology
Gold is essential in both pack and advertising Communicating --> 'the best', market leader position, confident & assured An opportunity exists to revist 'old favourites' - either re-running the original advertising, or developing new executions on original campaign theme
e Promotional and sponsorship activity can afford to work harder " New vehicles are required to contemporise and extend territory (see Section 8-10) BUT activity must also remain true to traditional values/position AND should not struggle, or overtly imitate competitor activity NB: core strength, a market leader, confident and assured
1 . Extend sponsorship - coherent with brand values, maximising 'Gold' where possible (See Section 8)
Promotional activity should focus on innovation, hallmarked quality, branded goods, exclusivity (See Section 9)
Develop trade or currency options (possibly linking up with other loyalty schemes? Offering 'collectable' or items exclusive to the brand eg. 'tank lighter'
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V MAIN IWDING3
1. COMOWnts Of the Brand wom Mix
Research revealed that a wide variety of factors contribute to perceptions of a brand's imagery, character and personality.
MMXET PRESENCE was fundamental in contributing to brand imagery.
'wxo smom THEM' was cited again and again, particularly by younger smokers as very important in giving 'cues' to brand imagery. For instance, in the case of Marlboro Lights, much of what respondents perceived of the brand was dictated by their perceptions of the sort of people who smoked these cigarettes. Marlboro Lights were associated with students, super models, 'literati', avant garde and more flamboyant smokers. Berkeley on the other hand was a brand closely associated with '40 something' (and older), working class, committed, female smokers, which, for the majority added nothing to their perceptions of the desirability of this brand.
ACCESSIBILrrY was also often cited as an important factor in forming perceptions of a brand's imagery. Brands which were ubiquitous and could always be depended upon to be in pubs, clubs, cigarette machines and duty free were more likely to be perceived to be 'premium', 'good quality' cigarettes preferred by the 'committed smoker' than those which were less widely available. (The exception to this was Lambert & Butler, which whilst not as ubiquitous as some of the longer established brands, was clearly 'making ground up fast'l and was the definitive, easily accessed, widely available, budget choice.)
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MERCHANDISING familiarity and a brand's RANGE or PORTFOLIO were also mentioned from time to time as quite important factors in giving clues to brand imagery. For instance brands with very impactful, strong and recognisable merchandising (via display mechanisms, awnings etc) were, traditionally, more likely to be linked to 'premiumness' (eg. Benson & Hedges, Silk Cut, Marlboro).
The PHYSICAL ATTRIBVM of a brand such as TASTE, STRENGTH and SIZE or LENGTH were also indicators to character and personality.
7 always think long ones are cheap because you think of old women smoking them who put them out half way through and then light them up again later, saving bits of old fag butts."
UPS are strong and they've got that glass fibre stuff in the filter, which is very old fashioned "
The PRIG of a brand also imparted important clues to associative imagery as did all A90V8 AND 88LOWTM LM activity suchas ADVERTISING, PACKAGING, SPONSORSHIP and PROMOTION.. '
Different brands clearly have different key recognition 'signatures'. ie. attributes or activities that contribute most to perceptions of that brand.
For instance key components of the Silk Cut imagery include WHO SMOKES THEM, THEIR MILD TASTE, their distinctive and instantly recognisable ADVERTISING and PACK, their widespread ACCESSIBILITY (OR UBIQUITY) and the brand's very well established and coherent RANGE.
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Brand values for Marlboro are defined most strongly by WHO SMOKES THEM, their distinctive TASTE, their established and impactful COWBOY ADVERTISING VEHICLE and RED AND WHITE LIVERY, their memorable and impactful PACK, their ACCESSIBILITY and their overt SPONSORSHIP activities.
Benson & Hedges Special Filter is defined first and foremost by the GOLD PACK
which quintessentially is the brand. Beyond this a perception of 'WHO smons THEM', their ACCESSIBILITY and UBIQUITY and, to a certain extent, their unique TASTE define the brand. Benson & Hedges advertising, sponsorship and range or portfolio were not mentioned as 'defining criteria for the brand'.
1.1 W s" ~ta
Considering Benson & Hedges Special Filter's primary signatures in a little more detail;
1.1.1 acka in
The Gold pack is fundamental to brand imagery. It is seen as an encapsulation of all that Benson & Hedges Special Filter is .and represents. It is synonymous with 'a hallmark ofquality', it is quintessentially British, very long established, certainly budget and the very clear 'by 'appointment'. all adds to the brand's cachet.
"When you see it in duty free its like a little bit of England abroad "
"It's like a gold brick"
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1 .1 .2 Who smokes them
Although Benson & Hedges has the ability to bestride social class, age, sex and occupation in terms of appeal, respondents express very clear perceptions of the 'sort of smoker that prefers Benson & Hedges Special Filter'. They consistently describe a committed smoker, who refuses to compromise on taste or quality and has 'discerning tastes' when it comes to something as important as cigarettes. The brand has the ability to 'lend' these qualities to younger, novice smokers but the above also holds true for those who have been smoking for some time.
"You know ifyou see someone smoking Benson & Hedges they're not doing it for show, its because they genuinely want to smoke. " (Younger smoker)
1 .1 .3 Merchandising and Accessibility
Benson & Hedges are perceived to be just about the most' ubiquitous brand on the market. They are available everywhere; in vending machines, in duty free, at home and abroad as well as in every pub and club. The brand's merchandising is also very overt; CTNs everywhere seem sponsored by the brand which endorses the belief that is a huge and powerful market leader.
1.1 .4 Taste/Strenath
All claim that Benson & Hedges has a particular flavour, which is unique to the brand. Loyalists keenly cleave to this quality using it to endorse their self perception as experienced and discerning smokers, 'tobacco aficionados'.
"I've smoked a lot of cigarettes and none taste like Benson & Hedges. "
"1 always return to Benson's. "
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1.2 Secondary Signatures
1 .2.1 Sponsorship
Sponsorship was not mentioned spontaneously as a defining factor in contributing to this brand's imagery. However, respondents were fairly familiar with the fact that Benson & Hedges sponsored Golf, Cricket and Snooker.
Other brands such as Marlboro, Rothmans and JPS were associated more immediately with their key sponsorship activities such as Formula One motor racing in the case of Marlboro, Rothmans and JPS, and Snooker for Embassy Nol .
1 .2.2. Advertisine
Respondents found it very hard to recall any Benson & Hedges advertising. Silk Cut, Marlboro and Regal (in the north) campaigns and vehicles came to mind more readily. (See advertising Sections 7 & 8 for greater detail).
1.3 Tertiary Sires
1.3.1 Promotion
Despite sampling criteria weighted towards familiarity with Gratis and the fact that Benson & Hedges Loyalists were represented in a ratio of 2:1 (compared with Regal King size and Embassy No l Loyalists) there was a strong feeling that familiarity with the FOCUS promotion, was more established and more widespread than it was for GRATIS.
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1 .3.2. Range/Brand Portfolio
The Benson & Hedges range appeared to respondents to be becoming diverse (and slightly incoherent). Development strategy was not apparent. This did not add to perceptions of brand imagery, values or personality. (cf. Silk Cut where it was very clear that the brand progressed through various stages of strength, and also offered a menthol variant).
NB: There was no mention, spontaneous or prompted of either the addition or removal of the pack 'Gratis' tear strip or localised promotional activities such as dem activity, 'B&H Nights' or Blackpool gold initiatives. Consequently no recognisable affect was apparent on brand imagery in group discussions.
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2. What is the Benson & Hedges Brand?
The Benson & Hedges brand is established, familiar, consistent, universally recognisable, quintessentially British and a clear market leader.
It is also a 'safe' brand to smoke since it is unlikely to provoke 'slagging off of any kind.
"You can always flash B&H around no one will turn you down, not like Lambert & Butlers where someone is always likely to say 'Pd rather do without . "
It is synonymous with 'the gold standard', highest quality and indicates a discerning, mature smoker, 'a proper smoker', 'only for the initiated' and clearly someone who makes a deliberate choice and is not seeking a budget option.
It is accessible everywhere, available both at home and abroad and is equally appropriate to both males and females, blue and white collar workers, (although it is more likely to be smoked by 'gaffers'!) Paradoxically however it is neither pretentious, nor precious but is aspirational .
A Benson & Hedges smoker is personified as 'laid back', 'comfortable with themselves and their environment', 'a committed smoker' and someone who 'refuses to comprise'.
Characteristics and attributes which were not mentioned or linked to the brand and which may be revealing by their absence included 'modern ; 'innovative; 'trendy' and fun
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3.
The map on the page opposite represents respondents perceptions of the relationships between the brands and relative positionings within the market on dimensions of 'modernity' and 'quality'.
For instance SILK CUT and MARLBORO LIGHTS were considered to be the 'trendiest' in terms of their modernity and popularity in the market, 'who smokes them' and their (consequent) brand characteristics or signatures. However, given the sample of BENSON & HEDGES SPECIAL FILTER, REGAL KING SIZE AND EMBASSY NO 1 smokers, (all quite strong cigarettes with considerable taste), it is not surprising that these brands are also ranked fairly low down in terms of quality (although still being the highest quality of all the 'mild' or 'light' brands).
LAMBERT & BUTLER was deemed to be the most modern of the lower quality cigarettes (SOVEREIGN had only recently come to the market and did not, at the time of fieldwork, have as widespread familiarity). However, its link to Benson & Hedges, amongst those who knew of the brand variant, did cause some ambiguity but the majority thought its 'likely quality' would be higher compared with other budget brands.
JPS was deemed to be both 'poor quality' and 'old fashioned'. . DUNHILL, by comparison, was judged to be far better quality but still lacked association with contemporary values and modernity.
BENSON &- HEDGES SPECIAL FILTER was indisputably a (or the, amongst Loyalists) premium quality brand. The same was true (although to a slightly lesser extent) for Loyalists to EMBASSY No 1 and REGAL KING SIZE commenting on their own brands. However, interestingly differences in perceptions amongst Loyalists and OBUs became apparent when discussing the modernity of the three brands.
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BENSON & HEDGES Loyalists believed that the brand was fairly modern and contemporary and had kept pace with other market leaders in terms of imagery and status. However, OBUs ranked the brand slightly further back in terms of modernity, indeed in some cases moving it into Dunhill. country'. They did not feel it was quite as 'modem', 'trendy', 'innovative' or 'fun' as their own favourites and also there was occasional slight accompanying slide in terms of quality.
Conversely (BENSON & HEDGES SPECIAL FILTER) Loyalists were less complimentary about REGAL KING SIZE and EMBASSY No 1 in terms of modernity. They also ranked these brands slightly lower on the quality scale (although they were still deemed to be a premium brand cigarette).
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Odwr Brands' I al~erv
4.1 Regal King siu
REGAL KING SIZE (KS) described the typical KS Loyalist as 'an average smoker, probably more likely to be male thanfemale, blue collar rather than white collar, semi skilled or unskilled but undoubtedly a heavy and committed smoker'. They claimed that REGAL KS was a 'safe' and unpretentious brand, familiar to all.
'A good, honest tab. "
Others (non REGAL loyalists) were more blunt and claimed the brand had few aspirational qualities. It was a 'working class' cigarette of average quality with no pretensions, probably smoked most often by the typical, middle aged, blue collar, northern male manual worker. Several associated the brand with shorter length cigarettes and furtive smoking in a rather inelegant and down market way.
'Tou sort of imagine an Andy Capp type offigure smoking them sort of like this (behind the hand)."
4.2 Fmbassv No 1
EMBASSY Loyalists and OBUs voiced much the same opinions in regard to EMBASSY Nol as REGAL KS loyalists and OBUs had done in regard to REGAL KS.
Loyalists believed that Embassy was a straightforward, mainstream cigarette without pretensions. However, the brand appeared to be slightly more androgenous than REGAL KS, more suited to women as well as men (whereas REGAL had been quite strongly orientated towards men) and equally appropriate to both blue and white collar workers, skilled and unskilled labour.
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It was described as 'slightly less strong' than REGAL KS and Loyalists in particular felt that the brand was actually quite 'happening', 'avant garde', 'fun', 'youthful' and 'contemporary'.
Non Loyalists, again, tended to be more blunt. They felt the brand lacked personality and was firmly established (and largely confined to) the 'black country'. It was definitely not a 'southern smoke'.
4.3 Dunhill
DUNHILL was described as 'flashy'. It was international, aspirational (to an extent), established, of impeccable quality and pedigree, rich in imagery and associative values, executive, fast but also possibly a little tired, a little passe and a little jaded. Perhaps, some thought, its efforts to hold on to its glamorous imagery had (or were) becoming a little too evident.
4.4 Rotes
ROTHMANS was perceived to be a 'middle aged, southern brand' favoured by "heavy smoking rather desperate 40 somethings" . All recognised it had been (and to an extent still was) a good, acceptable, reliable smoke but there was clearly a feeling that it hadd its day', and was now in decline.
4,5 Marlboro rods
Marlboro Reds were known by all to be "a very strong and individual smoke' and a distinctive brand. Its image was 'super macho' and its pedigree was European, American or International, but clearly not British. This audience were rather scathing about the brand and those who smoked them. The MARLBORO brand and MARLBORO smokers were felt to be rather 'precious' about themselves in terms of imagery and the brand failed to excite anyone in terms of aspirational values.
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4.6 Silk Gut
Lips curled (among this audience) in the context of SILK CUT (and indeed all other mild or light brands). The brand was linked to 'social smokers' who were trying (and failing) to give up. It was described as weak, insipid with 'no taste' although, of all the mild brands, this was the most acceptable. SILK CUT did command 'classic imagery', it was clearly not working class, it was more southern than northern, quite modem and, if one had to smoke mild cigarettes, was probably the best of those available.
SUPERKINGS were without doubt classified as 'rough old smoke' associated with rather desperate, middle aged, working class women, trying hard (and failing) to be elegant, flicking the longer length cigarette about in a pretentious fashion.
"Definitely for someone who 'needs her tabs'. "
4.8 do Btrt1a
LAMBERT & BUTLER was the 'best of the budget' cigarettes, strictly for those forced to smoke on a tight purse string. It was immediately associated with a cheap, underclass cigarette with no aspiratiorial imagery or values. The quality of the cigarette was poor quality and the taste was described as 'harsh' and 'nasty'.
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4.9 Mgrkft
Berkeley was considered to be among the cheapest or least desirable of the 'budget' end of the cigarette market. Associative imagery was very negative and brought to mind rather desperate, budget driven, working or 'underclass' middle aged or aging women making 'sad' attempts to appear elegant in their twilight years. (cf. Superkings, but even more so!)
"Corn beef legs! The old dear who slops down to the corner shop in her slippers for her fags, her legs are like corn beef but she still has her lipstick on if ever she goes out. "
4.10 JPS
JPS were linked to very strong, harsh cigarettes known for their saltpetre tip and 70's imagery, when they were once fashionable. Nowadays they appeared to be distinctly passe, rather tired and struggling to retain ground in the premium sector.
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S, Ci~ret~ Advettu~
Of all cigarette advertising, the SILK CUT campaign(s) was the best recalled. This brand was universally, consistently and immediately associated with 'the purple' and many respondents went into considerable executional detail when recalling the ads including mention of 'the scissors'. 'slashes'. and `silk'. Almost all agreed the campaign was clever, surreal, clearly branded and rich in associative values, (the product however was rejected by the majority as 'too mild').
MALBORO advertising was the next most widely recalled. However, it was MARLBORO Cowboy, rather than the current'Open Spaces' (see Appendix 6i) campaign which was the main focus of attention in the majority of cases. Associative imagery brought to mind a carefree, youthful, footloose existence and discerning, unfettered, committed smokers. The Marlboro Cowboy was obviously a rich, impactful and immediate advertising device which had become synonymous with the brand.
REGAL KS advertising was well recalled in Newcastle (Regal heartland). Recall elsewhere was not spontaneous and existed sporadically, only in prompted context.
In Newcastle, REGAL advertising (the 'Reg campaign') was applauded and well liked. It was described as 'no nonsense ; 'no pretensions' 'clear and honest communication'. It bonded with its audience and neither challenged nor ridiculed and just like the product' was well received and acceptable to all.
Recall of BENSON & HEDGES SPECIAL FILTER advertising was almost non existent in a spontaneous context and limited even in a prompted environment . This was surprising since, when asked 'which brands do you think are best known for their advertising?; Benson & Hedges was consistently among the first and most frequently mentioned.
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Respondents also projected that Benson & Hedges advertising was probably likely to be amongst the 'most clever' and would certainly be 'classy' (but not inaccessible).
However, when it came down to it respondents had great difficulty in recalling either specific executions or indeed whole campaigns and only one or two could make a vague stab at describing any of the advertising they had seen over the years. Campaigns of the 80's seemed easiest to remember and one or two talked of 'golden pyramids; 'gold taps' and 'letters or crosswords' but beyond that detail was sketchy. (NB: Several did however recall a jester from the recent launch campaign for Sovereign.)
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Mw Mida: ClaW IM in s
Campaign recall was at best, limited and at worse non existent. No one recalled the campaign spontaneously. One or two respondents in about half the groups recalled 'GOLDEN INGOT' and 'GOLDEN GOOSE' in a prompted context. Executions were rotated in showing order across the groups but there appeared to be little or no significant 'order effect' in response.
Comprehension and communication operated at several levels.
Firstly, respondents needed to understand THE ACTION, depicted in the visual. ie. what is going on. In the majority of cases, for most of the executions this is not immediately apparent or clear.
"God knows what's going on. " (Gold Fish)
"Is the cat in the bowl?" (Gold Fish)
"Looks like 'cruelty to animals' to me." (Golden Fleece)
"The sheep looks like it's got alopecia. " (Golden Fleece)
"What's he doing with the Geiga Counter?" (Golden Goose)
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At a tertiary level, to complete message communication, the campaign required that the step was completed from 'understanding the allusion' to making the connection with 'Gold', 'Golden analogy', 'Benson & Hedges' and the aspirational nature of the brand ie. 'Seek the Gold'. This level of understanding and message communication was extremely rare. Even when explained and after developed campaign familiarity respondents in many cases were resistant to the [communication] concept.
"They're trying to be too clever, too clever by half."
However, the degree of resistance expressed was not the same across the whole campaign. Some executions caused less resistance whilst others were rejected 'out of hand:
For instance 'GOLDEN GOOSE' appeared to be the most likely to 'trigger' complete communication (in the minority of rare cases in which it occurred.) It had a considerable degree of integral enjoyment and understanding at primary and secondary levels (ie. the action and the allusion).
'GOLDEN TOOTH' caused greatest resistance, resentment and rejection. 'GOLDEN SYRup' was also very difficult to understand; respondents rarely got beyond even a primary level of understanding.
[NB: 'Golden Ingot was quite widely enjoyed as the vast majority interpreted the message as a simple reaffirmation of the 'status quo' ie. Gold = premium = Benson & Hedges. This communication was straightforward and coherent with expectations; quite different in fact from the rest of the campaign.]
Branding in the majority of cases worked relatively effectively, mainly through a link to Benson & Hedges via the golden backgrounds or 'golden vehicles'. However, the more 'out of kilter' the execution or executional feel is with Benson & Hedges aspirational, premium and quality values, the less immediate the link to branding appeared to be.
Colquhoun Associates Page Number 27
Project Cooper: B&H Brand Equity Check The Summary Report
For instance the macabre quality of 'GOLDEN TooTH' or the sadistic feel to 'GOLD FISH' was so incoherent with Benson & Hedges values that despite the clear and obvious golden imagery of the background, colours and executional vehicles, respondents were unwilling (or unable) to make the 'final connection'. In addition respondents' difficulty in understanding the action (at a primary level) in these executions and the executions' capacity to [almost] ridicule its audience by making them feel stupid also detracted from branding immediacy, particularly among Loyalists.
Colquhoun Associates Page Number 28
Project Cooper: B&H Brand Equity Check The Summary Report
7. Mw Executiow is Detail
7.1 Golden InQ~ot
Spontaneous, initial reaction was universally positive. No one disliked, misunderstood or criticised this execution. It was clearly Benson & Hedges. [There was no confusion with Superkings]. This execution registered the highest level of (prompted) recall of all those shown. At least one or two respondents in [almost] every group believed they had seen it at some time.
Message communication and comprehension was complete and unassisted. The execution clearly 'confirmed the status quo', and flys theflag' for Benson & Hedges. It was unashamedly associative with 'high quality' and coherent with Benson & Hedges properties such as 'the gold standard' and 'the best'. It also delivered to respondent expectations of Benson & Hedges advertising which they expected to be 'classy', 'clever' and aspirational, coherent with the brand.
This execution 'was synergistic with Benson & Hedges' market leader status and pedigree and was applauded, particularly by Loyalists and especially in comparison with other executions shown, for the fact that it did not appear to be 'struggling too hard'.. to attain/maintain status and position,
"It's what the purple is to Silk Cut."
7.2 Golden Gone
Spontaneous initial response was more positive than negative. Of all the executions shown (excepting 'GOLD INGOT') this was the most enjoyable and involving, particularly in terms of the appeal of its visual.
Colquhoun Associates Page Number 29
Project Cooper: B&H Brand Equity Check The Summary Report
It also had the greatest capacity to trigger understanding of the campaign communication (in a small number of cases where this occurred.)
"Oh yes, now I see ...., it's referring to the Golden Egg someone's after it, like Gold .. .. . Gold packs, Benson & Hedges."
Most therefore enjoyed the visual, whether the entire message was extracted or not. Those in favour also praised the execution for its coherence with traditional Benson & Hedges values. It was 'classy; 'timeless; 'ageless' and classic looking. It appeared to be very well and expensively shot. Branding was easily apparent.
A few criticised it (in the context of having seen the whole campaign) as 'more exploitation of animals in tobacco advertising' which they deemed unnecessary and cruel (it has to be said, these feelings did appear to have been 'triggered' initially in response to 'GOLDEN FLEECE' or 'GOLD FISH' rather than 'GOLDEN GOOSE'.)
Message takeout was however often incomplete and comprehension was far from universal.
"What's he doing with the Geiga counter."
But 'Golden Goose' was one of the most enjoyable of the entire campaign (because of its attractive and involving visual) and enjoyment was not dependent upon complete comprehension and communication. However, if and when the message was understood the audience felt quite complimented in recognition of their own 'cleverness'. This execution was less likely to 'hack off Loyalists than any other.
One or two respondents suggested the allusion might be more clear (and the nature and purpose of the metal detector) if the execution showed a golden egg under the goose.
Colquhoun Associates Page Number 30
Project Cooper: B&H Brand Equity Check The Summary Report
7.3. Midas
Spontaneous initial reaction to Midas was lukewarm. The execution appeared to 'lack fit' across the board and each group claimed its appeal would be greater to other market sectors.
"That's for the younger ones, that's what they're into, tagging 1 think it's called " (Middle Aged 31-40)
"Nah, it's like trying to be trendy, trying to appeal to young people, I hate that sort of thing. " . (Younger 18-22)
There was very limited recall for this execution (OBUs and Loyalists alike), even in a prompted context.
Respondents liked the execution's brightness and vibrant colours but it's patronising attempt to echo yoof culture' was strongly criticised, especially by younger groups. Also, several observed that graffiti and all that is connected with it was discordant with the Benson & Hedges brand pedigree. Therefore, whilst branding was evident, through the strong background colour, the 'feel' of the execution did little to communicate Benson & Hedges values.
Message communication was apparent to some, eventually, but it was certainly not immediate and comprehension was not universal. Several respondents pointed out what appeared to be a paradox within the campaign. (Once explained), they realised that all of the other executions had been about seeking the gold. If Midas had been there, was it because he wanted to get the gold, if so then why was it still there?
Colquhoun Associates Page Number 31
Project Cooper: B&H Brand Equity Check The Summary Report
7.3 Golden Flame
Again, response to this execution was more negative than positive. Females were more emphatic in their criticism and rejection.
No one recalled the execution in either a spontaneous or prompted context, although the visuals clearly had the capacity to generate lively debate and had considerable impact in a group discussion environment.
A very small number enjoyed trying to 'solve the riddle'. or quickly 'got' the allusion to Jason & the Argonauts. They were the most positive about the execution and their attitude quickly become quite self congratulatory and superior.
The vast majority, who couldn't see the connection or solve the riddle themselves, criticised the visual, made allegations of 'cruelty to animals' and resisted the concept in an emphatic way.
Communication was rarely complete and comprehension was slow to develop.
Whilst branding, through the use of gold was apparent at a rational level, negativity and resistance and the lack of synergy between emotional response to the visual and brand pedigree and characteristics limited branding immediacy, especially amongst Loyalists. Those who were particularly negative strongly resented being made to feel stupid' because they could not solve the riddle and were most resistant to the execution.
7.6 'Golden Tooth'
Spontaneous, initial response was universally and very strongly negative. The visual was described as 'sinister, 'macabre; frightening ; 'ugly' and `scaremongering'.
Colquhoun Associates Page Number 33
Project Cooper: B&H Brand Equity Check The Summary Report
No one had seen it before, although when shown in groups the visual had a very high level of impact through respondents very strong and emphatic rejection of the idea.
Comprehension was incomplete, even after the concept had been explained. The vast majority could not get past even a primary level of understanding.
"What on earth. .. ., what's he doing?"
"OA; so it's a dentist but what's wrong with his face and what's he got in his hand?"
"So, is it saying that smoking will make your teeth fall out?"
Older respondents were particularly negative and critical.
"I suppose it can cause gum disease - but why should they want to advertise that?"
"It's ridiculous."
There were a few associations between the execution and the brand. Response to the action overshadowed 'golden cues'. It was not clear that the central character is a dentist, that the tooth is golden, or indeed even that L is a tooth that the dentist is holding.
Response among Loyalists was particularly concerning. They rejected the execution ,but of hand; and in some cases denied strongly that this could have anything to do with Benson & Hedges, the classy, high quality, leading brand they know and love.
Colquhoun Associates Page Number 34
Project Cooper: B&H Brand Equity Check The Summary Report
7.7 Ooklen 3,y T
Comprehension and communication was so poor in the case of this execution that it was withdrawn from the research during fieldwork. Only two people understood it even after the concept was explained. The vast majority rejected it and resented the fact that (their perception of) the implication was that they were 'too stupid' to understand it.
"What has this got to do with Benson & Hedges?"
Colquhoun Associates Page Number 35
Project Cooper: B&H Brand Equity Check The Summary Report
Benson & Hedges was thought likely to sponsor;
-- 'Big', British events with national and international coverage (because it was such a large, powerful, British brand itself and commanded a prominent position on international markets).
-- 'Gentleman's sports of a refined nature, not dirty, rough, down market sports (given the aspirational, 'posh' nature of the brand)
-- Committed sportsmen who were knowledgeable and discerning; (a reflection of how respondents saw themselves in relation to the brand, ie. committed, discerning smokers who wouldn't/couldn't be fooled or compromised by an inferior product).
-- Sports which might be quite expensive to participate in, but were not inaccessible; (quite glamorous events, not too demanding physically and quite measured rather than hurried; a reflection of self perceptions).
All of the above made it clear that sports such as Golf Cricket and Snooker were highly coherent with the brand and brand values. Ice Hockey however was not. It was 'niche', small time, family orientated (rather than orientated towards the committed, discerning, adult spectator cf. golf, cricket, snooker), rather rough and not particularly aspirational . One respondent described it as 'belt 'n braces'.
"It's a fight really in which occasionally, every now and again a bit of sport breaks out!"
It is a Canadian import and therefore not a British event and it is also very physically demanding (unlike Golf or Snooker).
Colquhoun Associates Page Number 3 7
Project Cooper: B&H Brand Equity Check The Summary Report
Other sponsorship activities which respondents suggested would lack fit with Benson & Hedges brand values included; Basketball, American Football, Table Tennis, Mountain Biking and Climbing.
Sponsorship activities which respondents suggested would fit quite well with Benson & Hedges imagery included horse racing, motor racing (!), sailing, down hill ski-ing, and (to a certain extent) Rugby Union .. . as a spectator sport from the gentlemanly surroundings of the club bar!.
8.1 Formula One and Boom A
Benson & Hedges sponsorship' of Formula One is entirely coherent with expectations and offers the brand many opportunities to capitalise on positive associations. For instance, by sponsoring Formula One respondents claimed it made them believe that Benson & Hedges was a`big, major league, very powerful brand with plenty of money. It also lent associations to the brand with young, fast, racy, adult, exciting, aspirational but attainable environments. It was coherent with all that respondents knew of the brand but also extended associative territory to make the brand more youthful, more dynamic and more exciting.
However, there was a small amount of minority dissent. Some suggested that there could be an element of Benson & Hedges jumping on the bandwagon' at play. They expressed a view that it would not be correct for Benson & Hedges to just 'throw their money at the event; 'climb on board' for a while, buying their place in Formula One without experience or track record, and then withdraw 'when it suited them'.
Quite strong feeling was expressed on a number of occasions that, if Benson & Hedges were going to 'get into Formula One' then they must stay in it and 'establish themselves'. If sponsorship was short term and Benson & Hedges 'dipped in and out' then the brand could attract allegations of flaky behaviour and lack of commitment'.
Colquhoun Associates Page Number 38
Project Cooper: B&H Brand Equity Check The Summary Report
9. WA 3c~emos
Loyalty schemes are clearly a 90's phenomnenum which is here and growing. Respondents were universally aware of their existence and could reel off the names of at least five schemes in the major multiples, petrol and retail markets with ease.
The best schemes, such as TEscos CLUBCARD, Esso TIGER TOKENS etc denoted market leader status but it was consistently recognised that innovative schemes rapidly gave rise to a rash of 'me toos' as everyone else within the sector raced to jump of the bandwagon
Less desirable associations with past promotional activity, especially through petrol stations and plastic tumblers, green shield stamps and poor quality gifts was still apparent. Consumers were very discerning in their attitude to current promotions; their expectations are high and to ensure loyalty they clearly need to be 'courted'.
The following comprised the most commonly mentioned loyalty schemes and collecting promotions.
o Major Multiples; Tesco Clubcard, Safeway ABC, Asda, Sainsbury Saver Card
n Petrol Stations Shell Smart Points, Esso Tiger Tokens, Total TOPS points
n Discount Storecards B&Q, Sainsbury's Homebase, BHS, Thresher Wine Shops
n Cigarette Manufacturers Embassy/Regal Focus Points, Benson & Hedges Gratis points, (To a far lesser extent) Camel/Marlboro Gifts of Distinction, JPS Blackjack)
n Airmiles
Colquhoun Associates Page Number 39
Project Cooper: B&H Brand Equity Check The Summary Report
Respondents' attitudes to loyalty schemes were defined or assessed on the following criteria.
a. The ease with which points/tokens etc could be collected and stored. Points and tokens which were collected and stored most easily ie. via a swipe card etc were most favoured. Schemes which necessitated holding onto 'lots of little tokens' or sticking tokens on cards or in books were least favoured.
b. Trade opportunities: The easier is was to redeem tokens and points for desirable goods the more favoured the scheme. Brand name goods were particularly popular as was 'cashback, 'money off or free goods'. Instant gratification or fairly immediate reward (in relation to the collecting purchase(s)) also scored favourably in respondents perceptions. This was particularly the case for younger respondents.
c. Respondents also claimed that they liked it when they had a wide range of collecting opportunities to choose from, thus making it easier to collect a valuable number of points quickly. They hated collecting over a very long period, or being restricted to collecting from just one outlet, or having to store 'millions' of little points, stamps or coupons. .
"I hate that when they get everywhere, they're all over the car, stuck to everything and you find yourself, every now and again just saying 'oh to hell with it' and emptying out the glove box into the nearest bin. "
"The kids like it the most because I know that every third or fourth time 1 fill up I can say to one of them, 'right who's turn is it this time?' and whose ever turn it is gets the tokens and can go in a choose something in the shop, there and then. There's no messing about, sticking and counting up or sending off and waiting for ages for something to come back "
Colquhoun Associates Page Number 40
Project Cooper: B&H Brand Equity Check The Summary Report
Respondents claimed they were very put off any scheme which they thought would not last long. There was nothing more frustrating than collecting tokens or points only to find the scheme had come to an end before they had a chance to redeem their reward.
9.1 Attitudes to Colkctin¢
Prior to research it was hypothesized that some collectors, particularly younger people, might feel some reluctance in admitting they collected cigarette coupons in the hope of getting a free gift. This was conclusively found not to be the case at the point of research.
"Me and me mates, we'll collect them out of ashtrays in the pubs, it's a race to see who gets to the ashtray first. "
No one felt embarrassed or ashamed about collecting tokens, indeed many were quite proud of. the fact that they had found a way of getting 'added value' for the money they spent on a premium brand cigarette. If anything, it was those who didn't collect that were the more sheepish; it seemed to them to be pretty stupid not to, when others were clearly enjoying a benefit they were missing out on!
"Why should I mind, you'd be stupid not too. "
Those who were collecting shared some personality and lifestyle traits. Predominantly they were 'settled', had their own homes and a clear image of the sort of free gift or item they desired. Those who were particularly keen were younger respondents who were just 'setting up home' and had a great many things they wanted and needed but could not necessarily afford all at once.
Colquhoun Associates Page Number 41
Project Cooper: B&H Brand Equity Check The Summary Report
Younger respondents, particularly those still living with parents at home, and older respondents who had established and comprehensively furnished homes were the most likely to 'not bother collecting' or tended to 'collect for someone else'. Younger respondents living at home didn't have the same need to acquire that their more 'settled' counterparts did, and had higher disposable incomes. They tended just to go out and 'buy what they wanted'. They also had very little 'staying power' in terms of waiting, saving up etc and tended to want immediate gratification.
Colquhoun Associates Page Number 42
Project Cooper: B&H Brand Equity Check The Summary Report
10. MW Benon & Hcd honwion
10.1 MW Grab: Catalo e
Response to the Gratis catalogue was fairly positive overall, although some negatives were expressed in a consistent and repetitive manner.
Respondents liked the catalogue's appearance which they thought looked 'good quality' and 'quite classy'. Also they were enthusiastic about the range of goods on offer and were impressed by many of the prestigious brand names featured, all of which had close fit with expectations of any offering from the Benson & Hedges brand.
The majority also liked the idea of using Index shops to trade in coupons and applauded the catalogue for its diversity and appeal to either sex and a wide range of ages, and lifestyles.
However, some of the younger men resisted the idea of going into Index shops, if anything about the scheme seemed 'stiggy' then it was this. They claimed they would send their Mums!
Everyone criticised or echoed disappointment about the number of points that had to be collected in order to attain many of the most desirable items within the catalogue.
"What is it? 23, 000 for a video. Me, my whole family and all my friends and relatives would have to smoke for our whole lifetimes to have any hope of getting that!"
Colquhoun Associates Page Number 43
Project Cooper: B&H Brand Equity Check The Summary Report
"I'll tell you, that bloke in the photo, he and all his family must have been smoking for their whole lives for him to get that lot!"
There was also criticism of the fact that Gratis appeared to be something of a 'me too'. It was not an original idea. All recognised that Embassy and Regal were 'first out' with their Focus catalogue and this was something of a disappointment, particularly for Loyalists. They expected Benson & Hedges always to be 'in the lead' and to be bigger, brighter, and more innovative than anyone else. Whilst the Gratis catalogue was classier looking than others, it didn't really offer any significant innovation.
10.2 Laft 1*
Response to the'Leading Edge' promotion was predominantly positive. Its appearance and content gave rise to associations with 'expensive', 'durable' and aspirational goods. The products on offer had considerable appeal and gave the impression of exclusivity and luxury. They were not 'run of the mill', and had attraction for a wide age range. They offered the choice of either low cost, high value, immediate gratification purchases or saving for slightly longer to get something worth a bit more.
None of the gifts was of so great a value that they went beyond their audience's reach or patience in waiting to save for the gift.
The Leading Edge catalogue imparted values to the brand that were associative with 'dynamic', 'contemporary', 'innovative' and 'happening' scenarios, clearly building on current brand values in a desirable way as well as extending appeal to young, adult audiences. The lighter (the tank more so than the zippo) and the sweatshirt (with the option of adding cash) had particular appeal. Respondents also suggested that 'something like 'Swatch watches" could extend the range of gifts on offer whilst maintaining the feel and appeal of the catalogue.
Colquhoun Associates Page Number 44
Project Cooper: B&H Brand Equity Check The Summary Report
10.3 Autumn BonwNiWa wam«
Response to these 'mail drops' was more negative than positive. Most described them as 'typical junk mail'. The nature of the offers was described as 'a bit sad' and was reminiscent of 'money off style coupons (in the case of Autumn Bonus) or discount, end of line stock, or free gifts given away with Kays Catalogue merchandise', or 'Christmas 'hand outs' to sad oldpensioners depending on charityfor their Christmas whiskey etc . None of these association contributed to brand values in a desirable way.
"I'd rather go out and buy them in the high street myself ifI wanted them that much. "
"Readers Digest!"
This promotion generated quite a high level of excitement initially, until respondents realised that there was no CD in the CD case. Respondents were very disappointed by this and described it as 'a con'. One or two had actually received the 'Go for Gratis' promotion in the post and claimed to have 'binned it' once they discovered that the CD contained [only] promotional literature.
"One of those free offers which aren't really for free."
'like those offers offree hotels where you justpay for meals, but the meals are really expensive and they go along with all sorts of terms and conditions like you can't use them except for on such and such dates. "
Colquhoun Associates Page Number 45
Project Cooper: B&H Brand Equity Check The Summary Report
Respondents were asked to read and comment on the events and activities featured within the mini catalogue. Those with greatest appeal included 'Meals out at TGIs', Taintball' and 'Go Karting.'
'Sumo Wrestling', 'Juggling' and 'Disco Nights' had least appeal.
"Nah, can you imagine paying for tickets to get into a Disco with cigarette coupons, now that would be embarrassing. "
"It's probably one of those things where you'd have to be there before 10pm on Monday night."
"I'd never go that far, it would cost me an arm and a leg to get there. "
Overall, whilst 'Go for Gratis' had the capacity to enliven interest in a theoretical context, when it came down to actually considering doing or organising one of the events featured, most concluded that it would be unlikely 'they'd see it through'. Either the events had insufficient appeal to motivate them to organise themselves, or the'offer' was seen as a'con', or collecting coupons for this sort of entertainment was considered to be 'naff and rather boring.
10.3 Aft" to t
Loyalists who collected were very enthusiastic about the Gratis promotion. They considered it comprised 'added value' and justification for their purchase of a premium brand product, it kept pace with the competition and was coherent with, and (in most aspects) extended, brand imagery. Non collecting Loyalists did not resist the promotion in any way; in fact they were pleased that it existed for those who participated in it. They saw no negatives for the brand in running the promotion and felt that the Gratis catalogue was entirely coherent with brand values.
Colquhoun Associates Page Number 46
Project Cooper: B&H Brand Equity Check The Summary Report
OBUs were not surprised by the Gratis catalogue. Indeed several commented that they would have been more surprised if Benson & Hedges had ignored the trend and decided not to offer a loyalty scheme of some sort.
The Gratis catalogue was entirely in line with expectations but it clearly lacked innovation or the capacity to drive switching behaviour. One was also left with a strong impression that a little more might have been expected of a market leader of Benson & Hedges pedigree and presence. Whilst Gratis did nothing to harm the brand, it also had little to offer in terms of extending territory.
Colquhoun Associates Page Number 47
Appendix 1 Discussion Guide
Appendix 2 Recruitment Questionnaire
Appendix 3 Gratis Catalogue Pre Group Self Completion Questionnaire
Appendix 4 Product Bank List ,
Appendix 5 The 'Midas' Campaign a. Golden Ingot b. Golden Goose. c. Midas d. Goldfish e. Golden Fleece f. Golden Tooth g. Golden Syrup
Appendix 6 Competitor Advertising a. "Big isn't it?" - Marlboro b. "Old, New, Borrowed, Blue" - Regal Kingsize c.' Marlboro Lights Embassy Nol
I ; t3ENERAL INTRODUCTION
(10') Rules for the group ... tape recorders, note takers, observers ... code of confidentiality ... working together, not to shout each other down, everyone to participate
Getting to know each other - constitution of the group ... respondents to introduce each other
Introduction and training on the use of projective techniques
Free association . .. using minds in a slightly different way to normal . .. not paragraphs/books, ideas, short sentences, gut reaction
Practice (in context of Peugot 205) ... brand personification, personality, activities etc, +ves/-ves, aspirations
2. THE STATUS QUO (5') Cigarette smoking, ... smoking history, eg. how long, when started ... number smoked, when etc ... which brands tried/rejected, smoked most often nowadays ... arrival at current, preferred brand
MARM MAYMO (10') Present group with a range of cigarettes (see brand list)
Ask group to sort spontaneously ... discuss response with reasons why
Then prompt on the following dimensions .. . target audience .. . taste ... stength ... image . .. price
Examine distance/proximity between key brands
4, BRAND YERSONALMES (25') Explore for B&H, Embassy, Regal
BRAND PERSONALITY
brand party .. .. 'describe the sort of person who smokes ...... with reasons' imagine this brand were a TV personality, which one would it be .... why? if this brand was a (colour, animal, car, newspaper) which would it be ... why?
What contributes to these impressions ... where do these impression come from? Think of all the things a cigarette brand can do to affect your perceptions of it
explore spontaneous response, then probe recall of activity in any of the following areas;
pack advertising sponsorship merchandising promotion (explore full range eg. coupon, pos, nightclubs, Blackpool gold etc) brand variants anything else
Cover market map ... using brand cards, explore the following; (Brand cards for JPS, B&H, Lambert & Butler, Regal, Embassy, Silk Cut)
which brand = strongest impact is advertising activity which brand = strongest is promotional activity which brand = strongest is impact on sponsorship activity
(Prompt if necessary using competitive advertising laminates ...)
which of the above are core/perphiperal to brand imagery rank in order of importance how each affects brand image
NB: Note for spontaneous mention/awareness of ... Grand Prix, Cricket, Golf, Ice Hockey, Snooker etc . .. Blackpool Gold . .. Nightlifes ... Coupon collecting
S. BENSON & HED0E8 SFECUL FILTER (15') Show Advertising ... spontaneous, initial reaction ... recognition ... main likes and dislikes ... who for - typology ... who appealing to - why ... coherence with brand imagery ... campaign coherence ... which (executions) add most to brand - why ... which (executions) add least to brand - why ... how does this advertising fit with current impressions of the brand ... what does/can this advertising do for the brand
6. LOYALTY S
(is'/s')
(EXPLORE IN DEPTH IN 2 HOUR GROUPS, BUT COVER BRIEFLY IN 2% HOUR GROUPS AS GROUND WILL ALREADY HAVE BEEN COVERED IN DEPTH INTERVIEWS)
Respondents to generate spontaneously all the 'collection' type activities they could do participate in
eg. Airmiles Petrol points Premier points Cigarette coupons (Respondents to spontaneously generate various schemes NB: note for mention of Focus/Gratis)
Respondents to describe the type of person who collects; ... Airmiles etc. ... Cigarette coupons etc
What do you think of these sorts of promotions ... do they induce loyalty, why/why not ... are you interested in participating, why/why not ... what does participating in this sort of a scheme say, if anything, about you ... what, if anything do they do for the brand they are linked with
(Theatre) the differences between a Gratis point collector and a Focus point collector
Referring back to Benson & Hedges personifications .. what can/does Gratis do for Benson & Hedges
Referring back to Regal/Embassy personifications . .. what can/does Focus do for Regal/Embassy
What is it about Gratis/Focus points that makes you feel this way?
7. GRATIS (20') Familiarity with Gratis scheme - check spontaneous response ... what best/worst ... what most contributes/detracts to/from perceptions
Introduce and explore separate elements;
A CATALOGUE ... INDEX SHOPS ... NB REDEMPTION METHOD ... SPECIAL EVENTS TYPES OF OFFERS ... RANGE OF GIFTS
B THE COUPON C 'FOLLOW THE LEADER ... THE LEADING EDGE' NB TANK VS ZIPPO LIGHTER D WINTER WARMERS E AUTUMN BONUS F GO FOR GRATIS ... GROUP ACTIVITIES -o TGIS, PAINTBALL, GOKARTING, BIG NIGHT OUT,
Spontaneous initial response
likes/dislikes best/worst how does this make you feel about the brand affect on brand personality campaign coherence meet with expectations . . fit with current/revised imagery for the brand
What can/do each of the elements do for the brand - ref positioning/typology Which add most/least to brand imagery/personality - why
S. SPONSORSHIP (10') Spontaneous awareness
PRESENT EVIDENCE - PHOTOGRAPHS OF GOLF, ICE HOCKEY, SNOOKER, CRICKET
Initial response
For each ...... what it can do for the brand ... how cab brand personality be changed, if at all, as a result of sponsorship
PRESENT FORMULA 1 SPONSORSHIP
Initial response
For each ...... what it can do for the brand ... how can brand personality be changed, if at all, as a result of sponsorship
Which sponsorship event most/least coherent with current brand imagery?
9. RETURN TO MARM MAPYII~1(~ (10') All you now know/have heard about B&H - does this change its position in the market map - if so, why? All you now know/have heard about B&H - does this change you image of the brand personality - if so, how and why?
Which activities/elements most contribute to this impression
How, if at all, might B&H brand imagery have changed in the last 5/10 years NB: Spontaneous mentions of teartape, 'unsullied', working harder
10. Qrlobal Evaluation (5') Respondents to summarise giving overall impressions of GRATIS promotion, coherence with Benson & Hedges Special Filter brand equity and perceptions of current vs historical brand equity.
CA FIELDWORK Unit 4, 8 The Crescent Surbitoa Surrey KT6 4BN Tel/ 0181399 2141 Fax 0181399 7159Mb: 0850 256137
QLIMONNAIRE FOR GROUPS 1-12
RECRUITER'S NAME: JOB NAME: COOPER JOB NO: 9584
Q1. Hello, my name is ...... and we are conducting a market research survey in this area.
Please let me reassure you that this is not a selling exercise in any way. We would like to recruit a group discussion and are prepared to pay for your time and trouble, are you interested in participating? (YES/NO)
Could I just ask you a few questions first, to check your eligibility?
We are looking for people who work in particular industries or occupations. Do you or any member of your family or close friends work, or have worked in the past 5 years, in any of the following occupations or companies.
ADVERTISING ...... 1 MARKET RESEARCH ...... 2 JOURNALISM ...... 3 PUBLIC RELATIONS ...... 4 MARKETING ...... 5 SALES PROMOTION ...... 6 CIGAREITE/TOBACCO/CIGAR MANUFACTURE, DISTRIBUTION OR RETAIL ...... 7 INDEX OR ARGOS SHOPS ...... 8
NO RESPONDENT NOR ANY MEMBER OF THEIR FAMILY OR CLOSE FRIENDS SHOULD WORK IN ANY OF THE ABOVE OCCUPATIONS OR COMPANIES
IF "YES" TO ANY OF THE ABOVE - CLOSE INTERVIEW
Q2: Do you yourself, regularly buy and smoke packeted cigarettes (NB: cigarettes are cigarettes, NOT rolling tobacco, hand rolled cigarettes, cigars or pipes)
YES . ;...... 1 GO TO 05
NO ...... 2 CLOSE
03. How many packets of cigarettes would you estimate you personally buy and smoke a week?
LESS THAN ONE PACKET A WEEK (ie. < 20 CIGARETTES) ...... 1 CLOSE LESS THAN TWO PACKETS A WEEK (ie. < 40 CIGARETTES) ...... 2
TWO PACKETS OF CIGARETTES A WEEK OR MORE (40+)...... 3 GO TO Q4
Q4a. Which, if any, of these brands (SHOWCARD A) would you never smoke?
Q4b. Which brand of cigarette do you 'smoke most often now
Q4a. 04b.
BENSON & HEDGES SPECIAL FILTER (GOLD PACK, RED WRITING ...... 1 1 BENSON & HEDGES LIGHTS (SILVERY PACK, BLUE WRITING) ...... 2 2 BENSON & HEDGES ULTRA LIGHTS (WHITE PACK, GOLD WRITING ...... 3 3 EMBASSY NO I...... 4 4 REGAL KINGSIZE ...... S S SEE INSTRUCTION
OTHER ...... 6 6 NONE OF THESE ...... 7 -
RECRUITER INSTRUCTION:
Q4a.
IF ANY RESPONDENT RINGS CODE 1, An 2 An 3 THEN CLOSE
ANY OTHER COMBINATION OF NO MORE THAN 2 CODES OUT OF THE FIRST THREE - CONTINUE IE. (IF RESPONDENTS CODE 1 BUT NOT 2 OR 3, OR 2 AND 3 BUT NOT 1)
Q4b.
GROUPS 1-4
ALL RESPONDENTS MUST CODE 1 CONTINUE - GO TO 03
GROUPS 5-8
ALL RESPONDENTS MUST CODE I CHECK CLASSIFICATION SHEET & RECRUIT ACCORDING TO QUOTA
GROUPS 9 + 10
ALL RESPONDENTS MUST CODE 4 CONTINUE - GO TO 06
Groaps 11+12
ALL RESPONDENTS MUST CODE 5 CONTINUE - GO TO Q7
Q5. How often, (SHOWCARD B) if at all, do you collect for yourselfurself (not for someone else) the Gratis coupons out of the Benson & Hedges Special Filter packs you buy?
ALMOST ALWAYS ...... 1 MOST OF THE TIME ...... 2 SOMETIMES ...... 3 SEE INSTRUCTION OCCASIONALLY...... 4 RARELY...... : ...... 5 NEVER......
RECRUITER INSTRUCTION:
CODE 1 or CODE 2 or CODE 3 - ELIGIBLE FOR GROUP 2 + 3 - CHECK CLASSIFICATION SHEET & RECRUIT ACCORDING TO QUOTA
CODE 4,5 OR6 - ELIGIBLE FOR GROUP 1 + 4 - CUM CLASSMCATION SHEET sr RECRUIT ACCORDING TO QUOTA
Q6. How often, (SHOWCARD B), if at all, do you collect for yourself (not for someone else) the Focus coupons out of the Embassy No 1 packs you buy?
ALMOST ALWAYS ...... 1 MOST OF THE TIME ...... 2 SOMETIMES ...... 3 SEE INSTRUCTION OCCASIONALLY...... 4 RARELY...... 5 NEVER...... 6
RECRUITER INSTRUCTION
CODE 1, 2 or3 - ELIGIBLE FOR GROUPS 9 + 10 -CHECK CL45SIPICAMON SHEET A RECRUITACCORDING TO QUOTA
CODE 4 OR CODE 5 OR CODE 6 - CLOSE
Q7. How often (SHOWCARD B), if at all, do you collect for yourse],f (not for someone else) the Focus coupons out of the Regal Kingsize packs you buy?
ALMOST ALWAYS ...... 1 MOST OF THE TIME ...... ; ...... 2 SOMETIMES ...... 3 SEE INSTRUCTION OCCASIONALLY...... 4 RARELY...... 5 NEVER...... 6
RECRUITER INSTRUCTION
CODE 1 or CODE 2 or CODE 3- ELIGIBLE FOR GROUP 12 - CHECK CLASSIFICATION SHEET & RECRUIT ACCORDING TO QUOTA
CODE 4, 5 or 6 - ELIGIBLE FOR GROUP 11- CHECK CLASSIFICATION SHEET 6r RECRUIT ACCORDING TO QUOTA
CLASSIFICATION SECTION
. /e need to speak to a cross section of the general public. Please help us to assure we get an even balance by answering these Tlnal' few questions.
_1. Have you ever attended a market research group before?
ES ...... A - Ask question 2 0 ., ...... B - Ask question 4
-2. When did you last attend a market research group discussion?
WRITE IN
discussion attended in the last 12 months, CLOSE INTERVIEW. No more than 3 respondents should ever have attended a discussion before in ~ny one group. If a respondent has attended a group discussion before - ASK Q3.
3. What was the subject of that discussion? WRITE IN
?O NOT RECRUIT IF ATTENDED A DISCUSSION ON THE SAME OR SIMILAR SUBJECT
4. What age were you last birthday?
5, How many children do you have living at home, if any, and what are their ages?
NUMBER OF CHILDREN AGES -
RECRUITER INSTRUCTION
GROUPS 5,6, + 12 MUST HAVE AT LEAST 1 CHILD AGED 0-14 LIVING AT HOME GROUPS 7 + 8 MAY (OR MAY NOT) HAVE CHILDREN OF ANY AGE ALL OTHER GROUPS (IE. GROUPS 1,2,3,4,9, 10 + 11) MLST HASXQ CFELDREN
What is your current working/marital status?
NG FULL TIME A SINGLE WORKI'ORKI,ON NG PART TIME B MARRIED/COHABITING B ORKING (not claiming benefit) C DIVORCED/SEPARATED C WRETIRENEM D D WIDOWED D LOYED (claiming benefit) E ,FUDENT F
RECRUITER INSTUCTQN
WORKING STATUS
ALL RESPONDENTS TO GROUPS 1,2,9 + 11 MUST RINO CODE A
ALL OTHERS, WORKING STATUS IS UNSPECIFIED BUT XQ STUDENTS OR UNEMPLOYED OE. IF ANYONE CODES E OR F - THEN CLOSE)
MARITAL STATUS
ALL RESPONDENTS TO GROUPS 1,2, 9 +11 MUST BE SINGLE ALL OTHERS - UNSPECIFIED
What is the occupation of the main salary/wage earner in your household?
)CCUPATION : . )B TITLE/SOCIAL CLASS:
18. ASK GROUPS 1-4 AND 9-11 ONLY
is very applicable to you) how strongly the lease tell me, on a scale of 1-10 (with 10 indicating the statement )llowing statements apply to you and your way of life. Strongly disagree Strongly agree
1 2 3 4 5 6 7 8 9 10 am in a steady relationship and have been for at least one year. 4 5 6 7 8 9 10 spend the majority of my evenings at home with my partner and/or family. 1 2 3 6 7 8 9 10 would describe myself as pretty 'settled' and secure. 1 2 3 4 5
RECRUITER INSTRUCTION
IF TOTAL SCORE = 18-30 RESPONDENT QUALIFIES AS SETTIED' IF TOTAL SCORE = 1-12 RESPONDENT QUALIFIES AS UNSMZED' RESPONDENTS SCORING 13-18 - CLOSE
;29. Finally, I just need your name, address and telephone number:
,HRISTIAN NAME: SURNAME: ADDRESS: TEL NO:
NTERVIEWER DECLARATIO A RELATIVE HIS INTERVIEW WAS CONDUCTED FACE TO FACE WITH THE RESPONDENT WHO IS NOT )R FRIEND OF MINE.
NTERVIEWER'S SIGNATURE DATE:
GRATIS CATALOGUE QUESTIONNAME
01 Do you,or have you ever collected points or coupons from any cigarette promotional scheme ...... please answer YES or NO.
If YES please state which scheme that was ...... eg. Focus points from Embassy/Regal or Gratis points from Benson & Hedges?
QZr On a scale of 1-10 how likely would you be to collect coupons from cigarette packets to attain a free gift?
Not likely at all Very likely indeed
0 1 2 3 4 5 6 7 8 9 10
Q3. What do you think of the idea of participating in a cigarette coupon collecting scheme, please give reasons to explain the way you feel?
Q4. Benson & Hedges offer Gratis coupons with their cigarettes, how does this make you feel about the brand - Benson & Hedges? (EG. TRY TO USE WORDS AND! ADJECTIVES TO DESCRIBE HOW YOU FEEL ABOUT THE BRAND EG. BETTER/WORSE, MORE POSH, MORE COMMON, HIGH/LOW VALUE FOR MONEY, OLD FASHIONED/MODERN, YOUNG/OLD/MIDDLEAGED, UPMARKET/DOWNMARKET ETC. PLUS ANY OTHER WORDS YOU'D ASSOCIATE WITH THE BRAND.
PLEASE LOOK THROUGH THE GRATIS CATALOGUE YOU HAVE BEEN GIVFN NOW AND ANSWER THE O QUENrIONS
QS. Having looked at the Benson & Hedges Gratis points catalogue, does this alter your view of the Benson & Hedges brand in any way and if so why?
06. If your view of the Benson & Hedges brand has not changed having seen the Gratis catalogue could you tell us why that is.
Q7. What, for you, is the most appealing thing about the Gratis catalogue, why?
QS What, for you was the least appealing thing about the Gratis catalogue, why?
Q9, What sort of offer would you be most likely to collect coupons for? eg. travel offer, special event, high value gift (many tokens), low value gift (fewer tokens)
010. What sort of offer would you be most likely to collect coupons for? eg. travel offer, special event, high value gift (many tokens), low value gift (fewer tokens)
011. Overall, on a scale of 1-10 how would you rate the Gratis catalogue for
EXCITEMENT/INTEREST
Not exciting at all Very exciting indeed
0 1 2 3 4 5 6 7 8 9 10
Q12. Overall, on a scale of 1-10 how would you rate the Gratis catalogue for
CLARITY OF LAYOUT
Not exciting at all Very exciting indeed
0 1 2 3 4 5 6 7 8 9 10
AND FINALLY;
013. If you were to associate the Benson & Hedges image with any one particular sport, which would it be?
THANK YOU FOR YOUR CO-OPERATION, PLEASE BRING THIS QUESTIONNAIRE WITH YOU TO THE GROUP
BRAND LIST
1 . Benson & Hedges Special Filter
2 . It of (Red Tape) 3 . Super Kings 4 . Lights
5 . Ultra Lights
6 . Silk Cut Kingsize 7 . Silk Cut Extra Mild
8 . Silk Cut Ultra
9 . Malboro 10 . Malboro Lights
11 . Embassy No 1
12 . Regal Kingsize
13 . JP Kingsize
14 . JP Special Lights
15 . Dunhill Kingsize
16 . Rothmans Kingsize
17 . Lambert & Butler Kingsize
18 . Berkeley Superkings
19 . Superkings mgMedicalTarCAUSES0Officers'mg NTicotineWarningCANCER
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