Marlboro Medium in Saudi Aravia
The following conclusions emerge in response to the objectives of the study:
1. Brand switching essentially evolves from:
• need for a lighter cigarette, both amongst full-flavor and lights smokers
• problems experienced with one's health
• better quality, taste and flavor of a cigarette (predominantly Marlboro)
• similarity in tar and nicotine level.
2. Judging from the reasons given for brand switching whether
between brands in a type or between types, the main factor is the high tar and nicotine level of a cigarette and consequently the need for a lighter cigarette, Yet amongst full-flavor smokers, another issue is the taste i.e. they do not want sacrifice the taste and satisfaction derived from smoking. Many of the full flavor smokers who tried Marlboro lights in the past have found it light and unfulfilling. It would seem that Marlboro Medium would fill this gap in terms of helping to allay fears regarding health/high tar and nicotine levels and at same time provide the satisfactory taste required from a cigarette.
3. The Marlboro 'Medium' name has been correctly communicated and understood to represent a flavor which would be in between Marlboro Red and Lights. Based on the name itself, the cigarette enjoys a distinct advantage due to the goodwill generated by the Marlboro name.
4. Exposure to the Marlboro pack without numbers created the impression of a cigarette which would be closer to Marlboro Red because of the similarity in pack colors. This therefore has influenced the perception regarding the expected taste and flavor of the cigarette.
5. Reactions to the advertising concept for Marlboro Medium reveal the need for
a continuity in the advertising theme to remain consistent with past Marlboro advertising. Any advertising for Marlboro Medium would need to be based on the traditional Marlboro theme which is universally recognized. Any departure from this approach or use of other themes would not be readily accepted by consumers. It is difficult to dissociate from the consumers minds, the images of Marlboro advertising i.e. the horses, cowboys, scene of natures which have become the trademark of Marlboro. Therefore this aspect needs to be considered: the Marlboro Medium advertising has to be intrinsically linked to the traditional theme of Marlboro.
6. The taste of Marlboro Medium has been rated as satisfactory and close to the current brand on various attributes of taste.
7. Buying intention throughout the study has been positive. This is mainly due to the Marlboro name and its spontaneous association with quality, taste and flavor. This study has revealed that when introduced into the market, respondents would be motivated to try the brand at least. However, the expectation is that the price should be lower compared to existing Marlboro versions.