UVM CDAE 127 - Marketing Tobacco (31 pages)

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Marketing Tobacco



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Marketing Tobacco

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Pages:
31
School:
The University of Vermont
Course:
Cdae 127 - Consumer,Markets&Public Policy

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Marketing Tobacco Targeting youth Targeting women Targeting minorities Targeting consumers in developing countries Targeting Youth The Tobacco Settlement 1998 tobacco settlement 100 s of millions in damages health costs paid by medicaid smoking related illnesses Marketing practices Focus on youth market 1 Targeting Youth 2 Cartoon characters 1975 memo to RJ Reynolds Vice President The Camel Brand must increase its share of penetration among the 14 24 age group which represents tomorrow s cigarette business 1973 memo senior researcher If our company is to survive and prosper over the long term we must get our share of the youth market Other memos describe success of Joe Camel in France and subsequent creation of character in the U S 1986 memo noted how US Joe Camel campaign would utilize peer acceptance influence to motivate the target audience to take up cigarettes RJ Reynolds had done research on brand preference by 14 year olds Claimed was for planning not marketing stated it never marketed to children Document indicated company marketed to 13 year olds Claimed was a typo should have said 18 year olds Settlement 1 2 3 Bans use of cartoons in advertising promotion packaging or labeling Prohibits targeting youth in advertising promotions or marketing Bans industry actions aimed at initiating maintaining or increasing youth smoking In 2000 marketing expenditures increased by 42 to 9 6 billion Most of increase was in retail store marketing Cigarette and smokeless tobacco brands increased advertising in youth oriented magazines Sports Illustrated and Rolling Stone 2002 RJ Reynolds fined 20 million for continuing to advertise in youthoriented magazines 2004 Attorneys General sued Brown Williamson Kool Kool MIXX 2004 promotion Focus on hip hop music Free interactive CD Roms Collectible bags radios lighters Promotions appeared in Spin Vibe Rolling Stone Flavored cigarettes Brown Williamson recently introduced Caribbean Chill Midnight Berry Mocha Taboo Mintrigue B W claims



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