Page 153 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
6.8 TOBACCO
CATEGORY OVERVIEW
One quarter of cruise Duty / Tax Free service buyers purchase Tobacco products. Cigarettes are the most prominent sub-category; Davidoff, American Spirit and Dunhill are the leading Tobacco brands purchased.
Tobacco is the most positively perceived category at both on-board and on-land stores driven by very positive perceptions of the available product range, particularly at on-board stores. However, it is important to remember that this is the perception of Tobacco shoppers and not the wider channel shopper base. Brands should look to further improve perceptions through offering Duty / Tax Free exclusive packaging or exclusive GWPs to improve overall perceptions going forward.
Leading Buyers:
CATEGORY PERCEPTIONS – POSITIVE PERCEPTION VS. AVERAGE
PRODUCT RANGE
SCORE: +7 PRIORITY RATING: 5
Positive perception driven by Chinese Mainlanders. Over 40’s and females also positive.
PRODUCT QUALITY
SCORE: +1 PRIORITY RATING: 4
Perception most positive for Chinese Mainland shoppers, over 40s also very positive.
PRICING
SCORE: -1 PRIORITY RATING: 3
Weaker perception among males. Chinese Mainlanders most positive.
PROMOTIONS
SCORE: -3 PRIORITY RATING: 2
Weaker perceptions among all nationalities except Mainland Chinese.
DF EXCLUSIVES
SCORE: -4 PRIORITY RATING: 1
Perception weaker among males. Chinese Mainlanders most positive.
Strongest Area PRIORITY RATING Weakest Area
PRODUCT RANGE
SCORE: +4 PRIORITY RATING: 5
Positive perception driven by Chinese Mainlanders. Shoppers under 40 also more positive.
PROMOTIONS
SCORE: +1 PRIORITY RATING: 4
Positive perception driven by Chinese Mainlanders. Females much more positive than males.
PRICING
SCORE: 0 PRIORITY RATING: 3
Stronger perception among females and Chinese Mainlanders
PRODUCT QUALITY
SCORE: -2 PRIORITY RATING: 2
Weaker perceptions among males and all nationalities except Chinese Mainland
DF EXCLUSIVES
SCORE: -3 PRIORITY RATING: 1
Weaker perceptions among all nationalities except Chinese Mainland
Base: Tobacco Shoppers (205); Attribute perception scores calculated vs. category perception average, weakest perception = hi ghest priority
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ON-LAND STORES ON-BOARD STORES