|
Marlboro Medium in Saudi Aravia
Marlboro Medium Pack (Without Numbers)
At this stage, respondents were exposed to "Marlboro Medium" pack itself, however concealing the tar and nicotine numbers, and thereafter reactions and impressions were investigated.
This section therefore presents the perceptions regarding the product inside the pack in terms of taste and other attributes of a cigarette. It explores the opinions regarding the profile of a typical smoker of this type of cigarette and examines the similarities and differences vis-a-vis other brands in the market. Finally, it determines the positioning of the new product and the buying intentions if affected after being exposed to the pack.
Reactions to the Pack of "Marlboro Medium"
Respondents were queried on their immediate impressions about the new pack design. By and large, respondents expressed a great deal of appreciation towards the design and the visuals appearing on the pack.
Initial comments from respondents indicated the perception of similarity between the Marlboro medium pack and that of Marlboro Red in terms of the pack colors i.e. the red and white color.
"Little difference, only the name is different"
(National – Riyadh – Marlboro Light smoker)
Probing into likes and dislikes towards the pack revealed respondents' admiration for the following aspects:
i) Visual Elements:
The visuals of Marlboro Medium were well received by majority of the respondents. For most, the pack visuals confirmed their earlier expectations and impressions regarding the type of cigarette inside the pack. Thus the visuals on the pack matched expectations and were considered to appropriately convey the attributes of the cigarette.
"Very nice pack as I have already anticipated"
(Arab Expat – Riyadh – Marlboro Red smoker)
"Nice pack, beautiful visual appearance, white color is prevailing"
(National – Riyadh – Marlboro Lights smoker)
One respondent however, claimed:
"Because I prefer Marlboro Red, if I want to relate quality to visual appeal then I would think that it is not that great".
(Arab Expat – Riyadh – Marlboro Red smoker)
ii) Colors used/Color combination:
On the aspect of pack colors, most respondent across both nationalities felt that the pack bore much resemblance to the Marlboro Red pack due to the white and red colors used. Yet the, colors were seen to blend perfectly.
"It is somehow similar to Marlboro Red because of the red color"
(Arab Expat – Riyadh – Marlboro Red smoker)
"It resembles the old pack of Marlboro Red but the white color is predominant"
(Arab Expat – Riyadh – Winston KS smoker)
"Attractive colors, a combination of white and red colors"
(National – Jeddah – Kent Lights smoker)
"Beautiful colors, blend together harmoniously"
(National – Riyadh – Winston KS smoker)
iii) Text
The text on the pack was unanimously appreciated for its clarity and adequacy of information. The design of the text was also found to be appealing.
"Text is clear and pack design is attractive"
(National – Riyadh – Barclays smoker)
However, one responded commented:
"The text on Marlboro Red (pack) are in bigger letters and clear than this pack".
(National – Jeddah – Marlboro Red smoker)
iv) Packaging material/quality:
The pack was perceived to be similar to the current Marlboro pack in terms of quality and type of packaging material used (both Nationals and Arab Expatriates). Thus in effect, the appreciation expressed for the current Marlboro packaging would rub-off on the Medium pack and carry with it the qualities and attributes associated thereof i.e. maintains freshness of cigarettes inside.
"Packaging is similar to pack of Marlboro Red, excellent material which maintain the freshness of the cigarettes."
(A rob Expat – Riyadh – Marlboro Red smoker)
"Excellent quality and material of packaging"
(National – Riyadh – Marlboro Light smoker)
"Good packaging from outside and good quality of carton used"
(Arab Expat – Jeddah – Barclay smoker)
"Same as Marlboro, same elegance and material"
(National – Jeddah – Marlboro Red smoker) |
|
