Output Explorer

Ultimately, the qualitative research conducted across major markets will
provide direction for developing additional (quanitative) research, if
necessary. _
ISSUES TO BE EXPLORED
1' ..:
Key issues to be explored are:
1.
Whether the symbols, cues, and values identified through the Hispanic
Opportunity Assessment are relevant, particularly to younger adult
Hispanic smokers.
2.
Whether there are other symbols, cues, and values that are as or more
relevant.
3.
How relevant symbols, cues, and values can be incorporated into
positioning strategies and marketing programs targeted toward Hispanic
smokers .
4 .
Whether the resulting direction for Hispanic positionings is consistent
with the General Market direction.
5.
What executional guidelines should be applied to development of
Hispanic Market creative.
6.
What perceptions of relevant brands - WINSTON and Marlboro - exist
among particularly younger adult Hispanic smokers from the standpoint
of product and user imagery.
7.
What implications these perceptions have for positioning/ creative
development.
La Agencia de Mccann-Erickson has executed creative concepts to be used as
stimuli for addressing points 1-5.
METHODOLOGY AND SAMPLE COMPOSITION
Three focus groups will be conducted in Miami and four in San Antonio among
-10 Hispanic smokers selected to meet these specifications.
Miami
San Antonio
.
WINSTON smokers, males 18-34.
WINSTON smokers, males 18-24.
Marlboro smokers, males 18-24.
Marlboro smokers, males 25-34.
.
WINSTON smokers, males 25-34.
Marlboro smokers, males 18-24.
Marlboro smokers, males 25-34
NOTE :
Group specifications correspond to: a) the interest in better
understanding younger adult Hispanics, b) the high proportion of
males (relative to females) in the cigarette category, and c) the
brand dominance of WINSTON and Marlboro.
All smokers will be mono- or bilingual (Spanish, Spanish/English). The
groups will be conducted in Spanish.
S506 22535

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