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    Integrated Marketing Communication Case Study Presentation On

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    Babli Haldar
    This document discusses the tobacco industry and marketing of cigarettes. It provides an introduction to how tobacco companies historically promoted smoking through various marketing tactics. An abstract then notes that tobacco is an addictive drug, and while companies no longer deny the harms, they have survived restrictions through exploitation of overseas markets with less protection. The document poses questions about the effectiveness of advertising bans in reducing smoking, indirect branding strategies, factors explaining rising share prices amid hostility, and how a PR department might defend expanding cigarette markets in developing countries.

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    Integrated Marketing Communication Case Study Presentation On

    Uploaded by

    Babli Haldar
    21 views10 pages
    This document discusses the tobacco industry and marketing of cigarettes. It provides an introduction to how tobacco companies historically promoted smoking through various marketing tactics. An abstract then notes that tobacco is an addictive drug, and while companies no longer deny the harms, they have survived restrictions through exploitation of overseas markets with less protection. The document poses questions about the effectiveness of advertising bans in reducing smoking, indirect branding strategies, factors explaining rising share prices amid hostility, and how a PR department might defend expanding cigarette markets in developing countries.

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    Integrated Marketing Communication ppt

    Original Title

    IMC

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    This document discusses the tobacco industry and marketing of cigarettes. It provides an introduction to how tobacco companies historically promoted smoking through various marketing tactics. An abstract then notes that tobacco is an addictive drug, and while companies no longer deny the harms, they have survived restrictions through exploitation of overseas markets with less protection. The document poses questions about the effectiveness of advertising bans in reducing smoking, indirect branding strategies, factors explaining rising share prices amid hostility, and how a PR department might defend expanding cigarette markets in developing countries.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    21 views10 pages

    Integrated Marketing Communication Case Study Presentation On

    Uploaded by

    Babli Haldar
    This document discusses the tobacco industry and marketing of cigarettes. It provides an introduction to how tobacco companies historically promoted smoking through various marketing tactics. An abstract then notes that tobacco is an addictive drug, and while companies no longer deny the harms, they have survived restrictions through exploitation of overseas markets with less protection. The document poses questions about the effectiveness of advertising bans in reducing smoking, indirect branding strategies, factors explaining rising share prices amid hostility, and how a PR department might defend expanding cigarette markets in developing countries.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 10

    Integrated Marketing

    Communication

    Case Study Presentation


                    on
    SMOKING MAY BE BAD, BUT
    TOBACCO COMPANIES’ PROFITS
    HAVE NEVER LOOKED SO GOOD
    Content
    •Introduction
    •Abstract
    •Application Management concepts
    •Pestel Analysis
    •Swot Analysis
    •Key learnings 
    •Conclusion 
    Introduction
    For years, tobacco companies have promoted a richer, more
    glamorous life through smoking. From free giveaways to
    physician endorsements to aggressive sponsorship campaigns,
    tobacco companies have used every trick in the book to hook
    the public on their deadly products.
    It wasn't until the 1900's that the cigarette became the major
    tobacco product made and sold. Still, in 1901 3.5 billion
    cigarettes were sold, while 6 billion cigars were sold.
    In 1902, the British Phillip Morris sets up a New York
    headquarters to market its cigarettes, including a now famous
    Marlboro brand.
    The major targets of cigarettes are youth, young adult, woman
    and racial and ethnic communities
    Abstract
    • Tobacco industry is one of the most politically incorrect
    business sectors. 
    • Tobacco companies now place less emphasis on fighting the
    health lobby, and no longer pretend that tobacco is anything
    other than harmful. But fortunately for the tobacco firms,
    nicotine is an addictive drug.
    • The tobacco companies have survived many years of
    attempts to control tobacco sales throughout Europe and
    many parts of the world, but the Indian directive banning all
    tobacco advertising made it increasingly difficult for tobacco
    companies to get new brands established.
    • While promoting cigarettes in India has been getting more
    difficult, tobacco companies have been keen to exploit
    overseas markets where measures to protect the public are
    less. In the countries of Eastern Europe, the companies have
    pushed their products, hoping to capitalize on the hunger for
    western brands.
    How effective is the Indian ban
    on tobacco advertising likely to
    be for reducing smoking? What
    measures could companies take
    to bring about brand awareness
    in smoking indirectly? 
    What sales promotion factors
    could explain a booming
    share price at the same time
    as Indian attitudes toward
    smoking are becoming more
    hostile?
    As a PR department, how
    would you defend a western
    tobacco company in its
    attempts to develop the
    Chinese or Indian market for
    cigarettes?
    Key learnings 
    •Indirect Marketing 
    Conclusion

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