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An Argentinean icon as a useful tool to sell BAT's cigarettes

机译：阿根廷人的标志是出售英美烟草卷烟的有用工具

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摘要

In 1995, Marlboro was the leading brand of cigarettes in Argentina. In order to challenge Marlboro's position, BAT undertook a psycho-graphic study of Argentinean youth. They found that based on their political and religious convictions "young adults" could be classified into three different groups: "progressives," "jurassics" and "crudos" or "spoiled brats." "Jurassics," or conservatives, representing 40% of the youth market, were strict, macho, religious, pro-United States and nationalistic. Using this research, BAT developed a strategy for their main national brand, Jockey Club (JC), to compete with Marlboro in this large and important segment. BAT have linked JC with the "national values" important to the jurassics, such as family, friendship, the father/son relationship and love of country.
机译：1995年，万宝路成为阿根廷卷烟的领先品牌。为了挑战万宝路的立场，英美烟草对阿根廷青年进行了心理研究。他们发现，根据他们的政治和宗教信仰，“年轻人”可以分为三类：“进步者”，“侏罗纪者”和“骗子”或“坏小子”。代表青年市场40％的“侏罗纪”或保守派是严格的，猛男的，宗教的，亲美国的和民族主义的。借助这项研究，英美烟草公司为其主要的国家品牌赛马俱乐部（JC）制定了一项战略，以在这一庞大而重要的细分市场中与万宝路竞争。英美烟草将JC与对侏罗纪很重要的“国家价值观”联系在一起，例如家庭，友谊，父子关系和对国家的热爱。

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