Marlboro Promotions Image
YAM Smokers of Marlboro Red
(Excerpts from Marlboro Marketing Mix Monitor Qualitative, 1995)
We asked projective questions to uncover Marlboro Promotions image
???‚¬?? Stimulus: 5 catalogs (3 MAT, 2 MCS)
???‚¬?? Catalogs served as a reminder of the promotion ???‚¬?ˆ? respondents were asked to think in terms of everything they knew about the promotions
The image conveyed by Marlboro Promotions can be described as the Marlboro Country advertising guy's wilder brother...
He's well-built with a hint of an "outdoor"/mountain look, casually dressed
And, he's totally immersed in an outdoors lifestyle
???‚¬?? He's active and athletic
???‚¬?? Tends to live in the country/mountains
"Definitely an outdoors person ???‚¬?ˆ? the items are geared more towards someone who's interested in being outdoors."
Work does not play a big role in his life
???‚¬?? If he works at all, he'll work outdoors
In fact, this guy is defined by his leisure pursuits ???‚¬?ˆ? hiking, camping, hunting, fishing and exploring
???‚¬?? Strong yearning to be independent and free-spirited
???‚¬?? Enjoys being adventurous, unrestricted, free of schedules, spontaneous, unpredictable, some said wild
"He doesn't work ???‚¬?ˆ? it's all leisure time. Leisure is more emphasized than doing anything else."
"He doesn't like to work too much, but does once in awhile. He likes to drive around a lot ???‚¬?ˆ? explore new roads, places he's never been before."
He's also very social; enjoys and values times spent with friends
???‚¬?? Having a good time and enjoying life are his priority
[What's his best trait?] "He's friendly and fun to do things with. He likes to go out ???‚¬?ˆ? not sit around."
"He fun-loving. He works to live, not fives to work."
And while he wants to do what he wants...
???‚¬?? It's not because of his strong will and conviction to control his destiny
???‚¬?? Rather, this dude's just enjoying the ride
???‚¬?ˆ? YAM Red smokers can certainly identify
???‚¬?ˆ? However, less aspirational to them in terms of how they want to see themselves
However, on the downside, he was considered, by nearly half, to be irresponsible and unreliable ???‚¬?ˆ? perhaps immature
"He has no idea what he wants to do with his life."
"You can't count on him ???‚¬?ˆ? he does what he wants ???‚¬?ˆ? what phases him... he has friends hut finds them when he wants to ???‚¬?ˆ? he's not reliable; you don't know where he's going to be."
"He needs to be more responsible. He needs to get a job hut without losing his other qualities. He needs to also realize the responsibility of having to work to get an income."
A few added self conscious/insecure
"He's not very confident; he's worried about what other people think of him...He's not my kind of guy, he's kind of a fake ???‚¬?ˆ? You want to shout at him 'Why do you care what other people think?'"