Established Brands' Strategic Planning Meeting. Less Educated Smokers
Established Brands' Strategic Planning Meeting. Less Educated Smokers.
This R.J. Reynolds marketing report discusses the traits and characteristics of less educated smokers. It states,
• THE "AVERAGE" BEER DRINKER IS MORE EDUCATED THAN THE AVERAGE SMOKER
• THE MOST HIGHLY EDUCATED SMOKING BRAND FRANCHISE HAS ABOUT THE SAME EDUCATIONAL PROFILE AS A BUDWEISER DRINKER OR A MONTGOMERY WARD CREDIT CARD HOLDER
• THE WINE,IMPORTED BEER AND FOREIGN CAR MARKETS ARE FAR MORE EDUCATED THAN THE CIGARETTE MARKET
Discusses need to exploit less-educated peoples' need for security, structure, self-esteem, and need to feel in control.
Contains a scatter chart showing which common consumer products are used by the lower and more highly educated markets (e.g, people with lower educational levels use Prell Shampoo, drink Miller beer and have Tupperware parties, people with higher educations have an American Express Green Card, drink Inglenook wine, have imported cars and 35 mm cameras).
Title ESTABLISHED BRANDS' STRATEGIC PLANNING MEETING. LESS EDUCATED SMOKERS
Collection RJ Reynolds