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Project 1 - Smokey

Project 1 - Smokey. Smokey Users. Current Smokey user base is broader than category’s user base. Significantly greater concentration among 45-54 age group (Index: 105 vs. 92). Source: MRI All Users / Smokey Users.

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Project 1 - Smokey

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  1. Project 1 - Smokey Project 1 - Spring 2005

  2. Smokey Users Current Smokey user base is broader than category’s user base. • Significantly greater concentration among 45-54 age group (Index: 105 vs. 92) Source: MRI All Users / Smokey Users • Higher concentration of medium & light users than other leading brands (lowest Volume/Users Index among top 6 brands). Source: MRI Product Summary Project 1 - Spring 2005

  3. Smokey Users Smokey’s core users are age 25-34. • Only demo with index > 125. • This group is more prone to medium/light usage. Source: MRI All Users / Smokey Users Source: MRI Heavy Users / Medium Users / Light Users (Men) Project 1 - Spring 2005

  4. Ethnic Users Above average usage by African-American and Spanish Speaking groups. Source: MRI All Users / Heavy Users Smokey Users • Heavy users (men) are more likely to be African American;Smokey users (adults) are more likely to be Spanish Speaking. • Other than Wildcat, Smokey is the only brand not using Spanish-language media. Project 1 - Spring 2005

  5. Geographic Sales Almost one-half (48.5%) of Smokey’s sales come from 27 “opportunity” markets. • Criteria: Smokey sales > .5%BDI > 110 • These markets account for 32.4% of U.S. population and 37.3% of category sales. Project 1 - Spring 2005

  6. Seasonal Sales Smokey brand sales mirror category sales patterns; higher sales periods are associated with summer and holiday weeks. • Peak sales period is May - September, with peak sales during the last week of May (Memorial Day), late June, the first two weeks of July (week of July 4 is peak for the year), and early September (Labor Day). • Additional sales spikes during the end of November, the end of December, and first week of the year (Winter holidays: Thanksgiving, Christmas, and New Year’s). Project 1 - Spring 2005

  7. Competitive Environment Smokey brand is being outspent significantly by major competitors. • Smokey fell from 3rd to 5th in ad spending in 2003. • Largest % decrease in ad spending among leading brands. Project 1 - Spring 2005

  8. Impact on Media Objectives Project 1 - Spring 2005

  9. Target Audience Objective(s): 1. Primary Target Direct advertising toward men age 18-54, with particular emphasis on men age 25-34. Rationale:MRI indicates above-average usage by men (65% of Smokey users), age 18-54. Core users are 25-34. Source: MRI All Users / Smokey Users Project 1 - Spring 2005

  10. Target Audience Objective(s): 1. Secondary Target Within the primary target, direct advertising toward Spanish Speaking households. Rationale:a. MRI usage indices are high in Spanish Speaking homes for the category, heavy users, and Smokey users. b. “Opportunity” markets (high BDI / % sales) correspond to major Hispanic markets (LA, Miami, Houston, Dallas-Ft. Worth, San Francisco, San Antonio Phoenix, etc.) Source: MRI All Users / Heavy Users Smokey Users Project 1 - Spring 2005

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