Philip Morris market research studies into consumer lifestyles, brand images, and communication efforts
| Title | Type | Year | Author | Country |
|---|---|---|---|---|
| This table highlights the major Philip Morris studies of the lifestyles of Marlboro smokers, Marlboro’s brand image, and Marlboro advertisements and communication efforts. The results of many of these individual studies appear in several different internal Philip Morris documents. | ||||
| Cigarette Pricing And Strategic Brand Positioning | Lifestyle | 1985 | Noresearch | Japan |
| Image Study Germany | Brand image | 1985 | PMI | Germany |
| Global Generation Of YAS | Lifestyle | 1989 | Leo Burnett | USA, Germany, Switzerland, Japan |
| Exploratory Marlboro Strategic Research | Lifestyle/communications | 1989 | Leo Burnett | Australia |
| Values, Lifestyles And Brand Images Among Taiwanese YAMS | Lifestyle/brand/communications | 1991 | RI Asia-Hamel; Prahalad | Taiwan |
| Marlboro Red EEC Marketing Review | Lifestyle | 1992 | PM-EEC | France, Spain, Netherlands, Belgium |
| Young Male Adults In Japan | Lifestyle | 1992 | LBC | Japan |
| Young Adult Smokers In Italy | Lifestyle/brand image | 1992 | PM-EEC; Herzog, Pr | Italy |
| Marlboro Brand Review | Brand image | 1992 | Tmd Carat, Marlboro Brand Group | UK |
| Motorsports Sponsorship Marketing Review | Communications | 1992 | PM-EEC | Europe |
| Hong Kong YAMS Study | Lifestyle/brand/communications | 1993 | RI Asia/PM Asia | Hong Kong |
| International Marlboro Image Dynamics Study | Lifestyle/brand image | 1993 | Sinus; Lebensweittorschung | (Proposal for multiple countries) |
| International Marlboro Image Dynamics Study | Lifestyle | 1993 | Sinus (inferred) | Saudi Arabia |
| Marlboro Image Dynamics Study | Lifestyle/brand/communications | 1994 | Market Insight | Ivory Coast |
| Young Adult Females In The 900000’s | Lifestyle | 1993 | Leo Burnett (inferred) | Japan |
| Research Discussion Paper Marlboro Smokers Research | Brand image/communications | 1993 | Hill N. Knowlton Asia | Hong Kong, Philippines, Korea, China (Proposals) |
| MISTA Motif Sort Test of Marlboro Visuals | Communications | 1993 | PM-EEC | Germany, Spain, Holland, Italy, France |
| EEC Event Marketing | Communications | 1993 | Author unknown | EEC, EEMA, Germany, France, Italy, Spain, Finland, Hungary, Sweden, Switzerland, Japan, Hong Kong, Malaysia, Taiwan, Argentina, Brazil, Mexico, Venezuela |
| Int. Marlboro Image Dynamics Study - Korea | Lifestyle/brand/communications | 1994 | Sinus (inferred) | Korea |
| Fax Proposal of Female Depth Interview in Korea | Lifestyle | 1994 | Hankook Rsch; Roh, I | Korea |
| Competitive Brand Advertising | Brand image/communications | 1994 | Author unknown | Korea |
| European Lights Young Adult Study | Brand/communications | 1994 | RSG Marketing Rsch | Belgium, France, Germany, Italy, Netherlands |