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.
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.
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.
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 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