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Marketing methodologies to attract cigarette smokers

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You are the VP of Marketing Development for the TRIAAD Research Group, a full-service marketing research company. Your client, Exotic Smokes Cigarette Company, has asked you to prepare a proposal to conduct an in-depth study of consumer behavior to analyze the market for their new flavored cigarettes, using fruit and candy flavors. You must develop marketing strategies to attract 18- to 25-year-old customers. Exotic Smokes Cigarette Company has a $25 million advertising budget for the new product.

Discuss the proposed methodology for conducting an in-depth consumer behavior research study for your client by addressing the following:

Explain the attitudes and intentions of those concepts that affect the consumer decision-making process of your target market.

Traits, behaviors and attitudes are listed in bullet format and the reasoning is discussed in 416 words.

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Solution Summary

This solution gives detailed suggestions for conducting consumer behavior research studies to attract 18 to 25 year consumers for flavored cigarettes.

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Developing a marketing strategy to attract 18 to 25 year olds to purchase flavored cigarettes is interesting. Of special interest is that these cigarettes were just banned for precisely the reason stated- they were particularly attractive to this age range (here is a link: http://www.nytimes.com/2009/09/23/health/policy/23fda.html)

Targeting particular consumer behavior would be key in making sure Exotic Smokes reached the right consumer mix. Different segments might include 18 - 25 year olds who:

-go to movies. Smoking in movies has been said to encourage this age group to smoke (http://www.science20.com/news_account/smoking_in_movies_linked_to_smoking_in_18_25_year_olds_say_researchers)

-are men. Boys at that age are more ...

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Sally Baldwin, Ed.D
Education
  • BA, University of Southern California
  • MSS, United States Sports Academy
  • Ed.D, Boise State University
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