Otaman
Lark Special Milds Packaging:
Interview of Japanese smokers
Reactions to Lark Special Milds in the Rounded-Edge Pack
Interest in the Product
Of the 50 respondents exposed to the rounded-edge pack, 11 exhibited a relatively high degree of interest in the product, while 12 said they were absolutely uninterested in the product. Those who were interested in the product tended to feel that Lark Special Milds seemed «new» when compared to the current Lark brands because of its «stylish», «contemporary», «feminine», «soft» and «gentle» imagery. Also, it might be noted that those respondents who were uninterested in the product did not reject the product on the grounds that it seemed new».
Most of the 12 who rejected the product were domestic brand smokers, while quite a few of the 11 who showed high interest in the product were Lark smokers.
The remaining respondents exhibited a slight degree of interest in the product, drawn mainly by its newness or curiosity about a new product.
Lark smokers who were interested in the product gave the following reasons why:
(6 of 24 Lark smokers - Lark KS: 1 of 6/Lark Milds: 2 of 12/Lark Super Lights: 3 of 6)
«It's cool-looking, but in a different way from the current Lark/It's new».
«The name 'Special Milds' makes it sound like it would taste good/like an improved version of Milds».
«There is not as much excess in the way gold is used as there is in Super Lights».
«Would be good when I want to smoke something light».
Smokers of competitive international brands gave the following as reasons for their interest in Special Milds.
(3 of 13 competitive international brand smokers - Kent: 1 of 5/Merit: 1 of 2/Lucky Strike: 1 of 3/Marlboro Red: 0 of 3)
«The lightness/stylishness/sportiness/could lightly and casually smoke outdoors».
«It would be light, but because it's Lark, it seems it would have taste. (You could smoke a light cigarette) without smoking more cigarettes per day».
«It would be easy for a salaried worker to pull out of his pocket/it seems like something you could nonchalantly place in your pocket when wearing a dress shirt (probably not only because of the design, but also because it was seen like to resemble a soft pack while being a box type, and because it was thought likely that the edges would not catch when the product is being removed from the shirt pocket)».
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