More cigarettes

More Tracking Study

Purpose
To establish a benchmark for tracking brand and advertising awareness, trial levels and product perceptions of new More (vs. previously established More 120's).
Conclusions
Among premium brand smokers, More obtains a high aided awareness level comparable to other major premium brands. However, only 7 in 10 of those aware know that new variants (KS, 100's) exist. Eight months into the launch, trial has reached 441, although only 20% have ever purchased and the past month purchase level is only 2%. There is still confusion concerning the new white rod vs. the traditional brown one. 35% of those claiming awareness of the new More think that the brand is only available in brown. Also, 47% of those claiming awareness of the new More (aided King Size or 100's) do not know a King Size length exists (unaided). There is also evidence of confusion concerning the pricing of the new More brand styles. In terms of product rating, overall ratings have improved since launch, with 7-10 scores almost doubling (24% to 47%). The scores, however, have not reached the level of B&H or Dunhill. User imagery is perceived to be young people, and to a lesser extent, very rich and high class people.
Recommendations
To overcome sluggish sales, efforts are needed to increase consumer awareness of the new More (color, length and price) and to support the brand via advertising and promotions to create a popular brand image.

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Products per page: 10, 20, 50, 100

: More Balanced Blue; 1 carton - 10 packs
200 filtered cigarettes
Box - Flip-Top
Tar - 8mg
Nicotine - 0.6mg
Made in Eastern Europe; 7.90 €

: More Subtle Silver; 1 carton - 10 packs
200 filtered cigarettes
Box - Flip-Top
Tar - 4mg
Nicotine - 0.3mg
Made in Eastern Europe; 7.90 €

: More Fine White; 1 carton - 10 packs
200 filtered cigarettes
Box - Flip-Top
Tar - 1mg
Nicotine - 0.1mg
Made in Eastern Europe; 7.90 €

: More Filters (Red); 1 carton - 10 packs
200 filtered cigarettes
Box - Flip-Top
Tar - 12mg
Nicotine - 0.8mg
Made in Eastern Europe; 7.90 €

: More Menthol 120's; 1 carton - 10 packs
200 filtered cigarettes
Box - Soft-Premium
Tar - 12mg
Nicotine - 0.9mg
Made in Eastern Europe; 15.55 €

: More Red 120's; 1 carton - 10 packs
200 filtered cigarettes
Box - Soft-Premium
Tar - 12mg
Nicotine - 0.9mg
Made in Eastern Europe; 15.55 €