Findings indicate that Camel's positioning is sound but that nationally Camel's share of market has declined .19 share points during the six month period ending May 1984. Camel's performance is very geographical in nature. Comparative analysis is made between Camel and Marlboro performance. Camel's long term objective should be to correct its basic negative product and user perceptions and that Camel does have a product which will deliver a smooth and mild appropriate taste for younger adult male smokers. Analysis of current positioning for Camel Filters through evaluation of perceptions of authenticity, masculinity and independence.
Key findings dictate that African-American and Hispanic markets be better developed.
Camel's greatest losses had been to Marlboro then Winston and then to generics. Ending Document No.