Alliance
Marlboro Lights
Target
Based on their impression of the package, some people felt that Marlboro Lights was probably popular among young salarymen, while others, because the package projected only a vague impression, said that they could not picture the type of person this brand might be popular among.
• Young people
• 20s to 30s
• Businessmen, people wearing suits
• People who want to smoke Marlboro but can't because it's too strong
- people who are only a bit particular
- weak people for whom Marlboro is too strong
- people who don't understand the real goodness of Marlboro
• People who want to smoke Marlboro but are concerned about their health
- strange to worry about health when you're smoking Marlboro
• Students
Respondents considered as likely targets salarymen, because of the package's cosmopolitan impression, and young people, because the package looked high-class/flashy compared to domestic brands.
But many people failed to picture any target because Marlboro Lights' brand image was not established, or they rarely saw anyone around them smoking Marlboro Lights.
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- Alliance Filter
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1 carton - 10 packs
200 filtered cigarettes
Box - King Size
Tar - 10mg
Nicotine - 0.8mg
Made in Eastern Europe - 6.48 €
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- Alliance Silver
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1 carton - 10 packs
200 filtered cigarettes
Box - King Size
Tar - 7mg
Nicotine - 0.6mg
Made in Eastern Europe - 6.48 €
