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Keywords
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Young Adults , Trends , Marketing , Market Share , Brand Preferences , Attitudes , Beliefs , Advertising , Sales , Demographics
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Description
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Two classes of younger adult smokers (YAS) have been identified: First Usual Brand Adult Smokers (FUYBAS) and Switchers, YAS who have already chosen a first usual brand. FUBYAS have driven the successful key brands of this country and are leading indicators of growth or decline in this country. Strong performance among FUYBAS smokers is critical to long term share in the total market, loyalty and thus FUB smokers, are the driving force over the long term. Brands and companies which are overdeveloped among FUBYAS seem to gain effortlessly year after year, even if they suffer dramatic switching losses. Brands which are underdeveloped among FUYBAS must constantly work hard to attract switchers- to move these nearly immovable loyal smokers. Report suggests that Jack Daniel's and Budweiser are examples of successful brand marketing to a younger adult market. Detailed analysis of brand histories for Jack Daniel's and Budweiser are included. Sections on youth marketing dynamics (excitement, sex,) and FUYBAS social group spectrum analysis. Attitudes and perceptions toward specific brands and leverage of demographic shifts are examined.
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502996233/6339
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