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American Spirit Product Development Strategy

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This is the final presentation for my American Spirit product development strategy. Assigned in creative planning by Justin Cox at AAU. I'm not sure how much I enjoy smoking, after this one. Doing …

This is the final presentation for my American Spirit product development strategy. Assigned in creative planning by Justin Cox at AAU. I'm not sure how much I enjoy smoking, after this one. Doing weeks and weeks of research on tobacco leaves me, wanting more.

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Transcript

  • 1. Index Opportunity
 Compe..on
 What
Natural
American
Spirit
is
doing
 Cultural
Conflict
 Product
 Human
Need
 Prospec.ve
Audience
 Why
does
this
make
sense?
 1

  • 2. Opportunity Show
people
that
Natural
American
Spirit
is
a
guardian
of
nature,
 seeking
to
create
a
cleaner
world.
 2

  • 3. Competitive Overview 3
 Tobacco
industry
is
full
of
huge
corpora.ons,
i.e.
Phillip
Morris,
RJ
Reynolds,
 China
Na.onal,
Imperial.
These
en..es
lack
a
human
factor.
 Tobacco
corpora.ons
have
moved
sales
world
wide,
due
to
na.onal
decline.
 The
industry
has
extended
product
lines
and
offerings,
outside
of
tobacco.
 The
industry
faces
lots
of
cluOer
due
to
the
many
choices
of
brands
and
 strong
consumer
loyal.es.
 GOOD
DEALS,

 COOL
PACKS,

 TASTY
FLAVORS.

  • 4. Competitive Overview 4
 Surprisingly,
no
other
cigareOe
company
has
posi.oned
itself
as
100%
natural.

  • 5. NATURAL,
NO
ADDITIVES,
NATURAL,
ORGANIC,
NATURAL.
 American
Spirit
uses
the
words
‘natural,
organic,
no
 addi.ves’
to
emphasize
its
essence.
 Gives
back
to
the
American
Indian
culture
through
the
 Santa
Fe
New
Mexico
Tobacco
Company
founda.on.
 5
 What Natural American Spirit is Doing
  • 6. Growing
programs
work
with
small
organic
 tobacco
farmers.
 Eco‐conscious
.ps
on
their
website
&
American
 Spirit
recyclable
shopping
bags.
 6
 What Natural American Spirit is Doing
  • 7. Heavy
presence
in
popular
events
such
as
SXSW,
 Coachella,
and
Mile
High
Music
Fes.val.
 Website
is
branded,
but
lacks
engagement
and
is
 extremely
hard/lengthy
to
sign
up
for.

 (otherwise
no
access
is
allowed)
 7
 What Natural American Spirit is Doing
  • 8. Conflict There
are
1.1
billion
smokers
in
the
world
today,
that’s
a
lot
of
trash.
 CigareOe
buOs
remain
the
most
liOered
item
–
across
the
globe.
 ‐
The
American
Legacy
Founda3on,
November
19,
2008.

 Smokers
liOer
more
than
4.5
trillion
of
CigareOe
buOs
each
year.

 ‐
Journal
of
Tobacco
Control
 8

  • 9. Conflict Residents
and
businesses
pay
for
cigareOe
buO
liOer.
 Looks
bad
and
defaces
natural
beauty
–
cluOers
in
guOers.
 Detrimental
to
wildlife
and
the
environment
–
waterways.
 9

  • 10. 10
 Litterin is American 1970
‐
“Crying
Indian”
PSA
campaign,
iconic
symbol
of
environmental
 responsibility
and
one
of
the
most
successful
PSA
campaigns
in
history.

  • 11. 11

  • 12. 12

  • 13. 13

  • 14. 14

  • 15. 15
 WTF
  • 16. Cultural Conflict What
happened
to
li-er
awareness?
 Smokers
have
become
social
pariah’s,
much
of
it
due
to
liOer.
 There
is
a
growing
concern
that
our
world
is
threatened
by
‘global
warming’,
 people
have
developed
new
‘green’
behaviors.

 There
is
a
really
big
patch
of
trash
in
the
Pacific
&
Atlan.c.

 (twice
the
size
of
the
con3nental
US
and
masses
to
about
100
million
tons
of
waste)
 We
are
becoming
more
aware
about
our
environment
–

 yet
s.ll
remain
hypocri.cal
with
our
ac.ons.
 16

  • 17. Cultural Conflict Green
be
gone.
 Green,
Organic,
and
Natural
are
over
used
and
de‐valued
buzz
terms.

 Environmental
buzzwords
are
gelng
the
axe.
 "Green"
and
"going
green"
received
the
most
nomina.ons.
 ‐
LSSU
issues
34th
annual
List
of
Words
to
be
Banished

 Words
such
as
‘Organic’
are
also
receiving
less
recogni.on
in
the
market.
 American
Spirit
needs
to
stand
for
something
more
–

 take
their
mission
to
the
next
level.
 17

  • 18. Cultural Conflict Tobacco
was
once
‘natural’.
 Tobacco
is
not
what
it
used
to
be,
when
the
colonist’s
 were
first
introduced
to
it.

 Today
there
are
around
4,000
chemicals
in
a
generic
 cigareOe
‐
much
of
it
to
quicken
the
drying
process.
 This
mainstay
of
the
American
economy
must
stay
 conscious
about
the
footprint
they
leave
behind.
 The
tobacco
industry
has
strayed
far
from
tradi.onal
–
 and
it’s
.me
that
the
territory
is
reclaimed.
 18

  • 19. Natural American Spirit Farming
100%
organic
tobacco
and
elimina.ng
the
chemicals
 used
in
the
drying
process
is
a
first
in
the
industry.
 Although
to
uphold
the
commitment
to
the
earth
in
which
 their
product
comes
from,
American
Spirit
must
address
the
 trash
that’s
created
by
cigareOes.
 19
 Defined Natural
  • 20. Natural American Spirit 20
 Needs to go Traditional
  • 21. This never happened back in the day Because 21

  • 22. American Spirit Vision The people of Santa Fe Natural Tobacco Company share a values-driven vision: “That our uncompromising commitment to our natural tobacco products, the earth from which they come, the communities on which we depend, and the people who bring our spirit to life, is essential to our success.” 22

  • 23. Natural American Spirit 23
 Adjectives that match the vision (other
than
Natural
and
Organic)
 “…our uncompromising commitment to our natural tobacco products, the earth from which they come…”

  • 24. American Spirit Adjectives 24
 Traditional Elemental Water Earth Wind Fire Wise Respect Social
  • 25. Natural American Spirit 25
 Putting a vision into the product
  • 26. Introducing 26

  • 27. New Product Name el∙e∙ment




[el‐uh‐muh
nt]

 –noun
 substances,
usually
earth,
water,
air,
and
fire,
formerly
 regarded
as
cons.tu.ng
the
material
universe.
 Elements
completes
the
circle
of
natural
tobacco,
keeping
the
 prac.ce
of
smoking
one
that’s
tradi.onal
and
of
the
past.
 27
 American Spirit Elements

  • 28. New Product Positioning The
worlds
first

 100%
biodegradable
pack
of
cigareOes.
 ‘Elements’
defines
an
un‐touched
category
in
the
industry
–
 one
that
will
change
the
way
a
pack
of
cigareOes
is
perceived.
 28
 American Spirit Elements
  • 29. New Product The
worlds
first
100%
compostable
cigareOe
buO.
 29
 American Spirit Elements Replacing
the
cellulose
acetate
in
the
filter
with
PLA.

 PLA
stands
for
polylac.c
acid,
or
polylac.de,

 a
versa.le
polymer
made
from
plants.

 Sun
Chips
has
replaced
their
bags
with
this
 renewable,
non‐petrolium
based
packaging.

  • 30. New Product The
worlds
first
plant‐able
pack.
 30
 American Spirit Elements Packaging
for
Elements
will
be
made
of
paper
that
 consists
of
plant
materials,
and
seeds.
Once
the
 packaging
has
served
it’s
purpose;
the
elements
 pack
can
be
planted.
Regardless
it
will
compost.
 Think
of
it
as
a
thank
you
to
the
environment.

  • 31. New Product Elements
packs
turn
into
flower
gardens
–
beau.fying
surrounding
areas.
 Gardens
become
a
social
place
to
smoke,
and
create
conversa.on.
 31
 American Spirit Elements Foursquare
and
Social
elements
 
connected
to
gardens.

  • 32. New messaging American
Spirit
needs
to
re‐enforce
good
stewardship
of
our
earth,
 encouraging
others
to
improve
the
quality
of
life
around
them.
 32
 Bring back litter awareness
  • 33. New Name American
Spirit
is
natural,
but
this
should
not
be
forced
via
brand
name.
 This
will
prevent
American
Spirits
inten.on
from
being
diluted.

 33
 Natural American Spirit
  • 34. American Spirit 34
 Meet the Audience
  • 35. Human Need The
need
that
American
Spirit
 Elements
addresses
is
two‐fold.
 Self‐actualiza.on
stems
from
the
 responsible
choice
of
a
natural
and
 organic
product.
 Esteem
based
needs
are
met
by
 smoking
the
actual
cigareOe;
social
 acceptance
and
independence.
 35
 Self Actualization & Esteem
  • 36. Product Appeal Walking
the
walk.
American
Spirit
is
a
company
that
is
doing,
rather
than
saying.
 As
men.oned
,
the
word
‘green’
has
lost
it’s
glimmer
–
yet
people
s.ll
see
purpose
in
the
idea.
 Consumers
are
karmic,
doing
good
for
themselves
and
the
environment
is
a
psychological
act
of
 balancing
out
the
bad
they
do
to
themselves
or
the
earth.
 It's
a
human
behavior
to
escape
to
the
outdoors,
to
relax,
again
an
esteem
based
need
that
has
been
 confirmed
to
be
also
desired
by
the
American
Spirit
audience.

 Linking
the
product
and
nature
makes
sense,
as
you
are
enjoying
a
fruit
of
the
earth
when
smoking
a
 cigareOe.
In
order
to
enjoy
it,
you
must
nurture
the
provider,
and
give
thanks
in
a
sense.
 36
 Self Actualization & Esteem
  • 37. Consumer Insight 37
 “I
only
purchase
organic
products
at
the
grocery
store
and
obviously
I
would
 only
smoke
a
cigareOe
made
with
organic
tobacco.”
‐Veronica
B.
(Greensburg
PA)

 –  Natural
American
Spirit
is
addi.ve
free,
that’s
400
less
chemicals
included
in
the
curing
process.
 I
am
an
environmentally
conscious
person,
and
I
prefer
the
products
that
I
 purchase
have
the
same
ethos
‐
Lyndon
S.
(Traverse
City,
MI)

 –  Natural
American
Spirits
fit
an
environmentally
friendly
lifestyle.
 “I
was
thrilled
to
find
Natural
American
Spirit
and
finally
get
my
“money’s
 worth”
out
of
a
cigareOe!”
‐
(Madison,
WI)
 –  A.S.
lasts
twice
as
long
as
a
standard
cigareOe,
due
to
the
natural
tobacco
curing
process.

  • 38. Consumer Insight 38
 “…I
told
him
“they
grow
the

tobacco
organically”.

He
liked
the
idea
and
 started
smoking
American
Spirit.

 ‐ Gary
H.
(Kingsville
OH)

 ‐ American
Spirits
message
can
me
misconceived,
but
has
a
posi.ve
adop.on
rate.
 So
oyen,
at
restaurants
or
bars
when
I
step
outside
to
smoke,
I
socialize
with
 the
other
smokers.
We
commiserate
upon
our
plight
–
banished
and
 ostracized.
‐
Mary
G.
(Philadelphia,
PA


 One
great
tradi.on
I
have
is
when
I
go
camping
I
love
to
light
up
an
American
 Spirit
with
the
same
match
I
light
the
camp
fire
with.
It
doesn’t
get
much
 beOer
than
that!
‐
ScoO
S.
(Tempe,
AZ)
 
‐Aligned
with
the
iconic
American
Indian,
consumers
enjoy
the
idea
of
being
with
the
earth

  • 39. Human Behavior n.
any
substance,
such
as
a
plant
or
drug,
 taken
to
bring
on
a
spiritual
experience

 39
 entheogen;creates
God
within

 Tobacco & Nicotine
  • 40. Audience Demographic Middle‐aged
moms
and
dads
who
are
recent
 empty
nesters
and
are
re‐vitalizing

 their
youthful
and
rebellious
tendencies.
 (Without
doing
any
major
harm.)
 40
 • 
Income
can
sustain
luxury
goods
such
as
tobacco.
 • 
Arriving
at
a
new
place
in
life,
looking
for
social
trac.on.
 • 
Has
extra
.me
on
their
hands
to
enjoy
themselves.
 • 
Conscious
about
their
impact
on
the
environment.

  • 41. Prospective Audience With
memories
of
being
independent
and
full
of
free
love,
 everyone
likes
to
escape
and
live
the
'good
.mes'
again.
Lets
talk
 about
Julia.
She
got
pregnant
young,
and
raised
a
beau.ful
 daughter
named
Jenny.
She
abstained
from
her
wild
tendencies
 from
the
past
as
a
parent,
but
20
years
has
flown
by
and
Jenny
is
 in
college.
Now,
Julia
has
no
one
at
home.
 She
can’t
remember
the
last
.me
she
had
her
own
group
of
 friends,
but
she
does
remember
how
she
made
friends
before
 Jenny.
Memories
of
smoking
a
cigareOe,
having
a
drink,
and
 spending
.me
outdoors
with
her
friends.
 Esteem
based
needs
are
the
center
of
Julia's
life.
American
Spirit
 can
help
create
social
relevance
between
her
and
her
peers,
and
 regain
a
sense
of
independence
that
she
once
enjoyed.
 41
 Julia
  • 42. Prospective Audience She
desires
to
live
comfortably,
and
independently
within
her
 budget,
and
to
be
smart
about
her
carbon
footprint.
 Emily
is
in
the
process
of
finding
her
own
sense
of
style;
at
the
 same
.me
she
is
always
looking
for
new
crea.ve
outlets
and
 opportuni.es
for
self‐expression
 42
 Emily
  • 43. Prospective Audience Who
is
she?
 •
Women
between
the
ages
of
18‐24,
college
students,
part‐.me
employed—HHI:
up
to
60K
 •
They
ac.vely
consume,
share,
and
create
brand
advocacy.
 •
They
are
heavy
consumers
of
technology,
and
social
connec.vity;
they
are
not
just
interested
in
 consuming
content,
they
want
to
create
their
own.
 •
They
see
digital
as
a
means
to
stay
connected
with
their
peers,
reinforcing
friendships,
and
 finding
new
ways
to
express,
and
share
interests.
 •
Social
causes,
and
beliefs
are
at
the
forefront
of
their
lives.
 •
They
believe
in
taking
personal
responsibility
for
reducing
their
carbon
footprint;
even
the
smallest
things
 like
reusing
bags
or
a
commuter
mug
for
coffee
make
them
feel
that
they
are
making
a
difference.
 43
 Emily
  • 44. Audience Engagement The
tobacco
Industry
is
held
under
extreme
FDA
marke.ng
&
sales
 restric.ons.
 A
bill
proposed
in
1995
and
signed
by
President
Obama
in
2010,
 includes
restric.ons
like
B&W
only
adver.sing
–
and
highly
strict
 media
placement.

 (B&W
actually
works
great
with
American
Spirit’s
new
‘tradi.onal’
 posi.oning.)
 With
this
is
mind
typical
media
placements
are
non
existent.
American
 Spirit
should
con.nue
to:

 • Support
of
communi.es
and
cultural
events.
 • Engage
people,
smokers
or
non‐smokers
with
an.‐liOer
advocacy
 programs.
Update
the
effort
and
create
cause.
 • Create
American
Spirit
gardens
with
the
Elements
packaging;
incorporate
 the
loca.ons
via
social
media.
 • Use
messaging
that
carries
by
word
of
mouth,
in
a
posi.ve
way
through
 unprecedented
product
development.
 44

  • 45. Making lives Better Help
others
‘do
their
part’
in
improving
the
earth
they
inhabit
together.
 45
 Enjoy
the
escape
of
a
natural
cigareOe,
and
create
God
within.


  • 46. Why Does this make sense Est.
1982,
American
Spirit
s.ll
lacks
a
strong
hold
in
the
market.
 Releasing
a
new
product
that
matches
the
needs
and
interests
of
 consumers
will
ensure
that
the
American
Spirit
brand
con.nues
on.
 American
Spirit
is
in
the
process
of
re‐designing
their
packaging
but
the
 change
doesn’t
match
core
values
‐
only
styles
‘organic’
differently.
 46
 63%
said
consumers
preferred
the
new
packaging,
and
 18%
said
as
long
as
the
tobacco
itself
was
unchanged,
 they
weren’t
concerned
with
the
packaging
changes.
 American
Spirit
Elements
is
the
next
step
for
packaging
design.

  • 47. Solving Business objectives Sustainability,
American
Spirit
will
leave
 no
footprint
on
the
earth.
 Less
taxa.on
for
low/no
carbon
footprint
 products
means
more
profit.
 Create
a
posi.ve
brand
image
from
the
 public
by
doing
good
for
the
earth.
 47

  • 48. Justification Be a game changer. Becoming
the
first
company
to
provide
a
 100%
biodegradable
product
within
the
 tobacco
industry
is
revolu.onary.

 Crea.ng
this
product
not
only
changes
sales
 for
American
Spirit,
it
will
impact
the
earth’s
 quality
of
life
by
reducing
liOer.
 It
will
influence
and
possible
change
the
 way
the
en.re
industry
packages
cigareOes.
 48

  • 49. Thank You 49
 Paris Daniell