4. M&C Saatchi (TB 40)
15-34 AGE GROUP
The 25 to 34 age who smoke Silk Cut are no different
from other smokers.
The 15 to 24 age group who smoke Silk Cut are
slightly more Inner Directed than other smokers.
In order to maintain market share and ensure
a future for the brand Silk Cut must capture these peoples values.
They are over represented in the values held
by younger Conspicous Consumers. They are optimistic about the
future, unlike their gender group in the past these people feel
in control of their destiny and feel strongly that they are individuals
in their own rights.
and are also high on other trends including
Androgeny, Empathy, Optimism and Individualism.
Woman smokers are much more positive, younger
and more active than their male counterpartsthis would
indicate this is the area that should be targeted for growth.
Smoking will be part of their badge branding
especially among the D and E's