REGULATION: Legislating for success

As the regulated tobacco industry means that manufacturers cannot overtly target a new group of users, much brand strategy must centre around retaining customers in a fickle and price-sensitive market with little brand loyalty. Experiential marketing is particularly important as print and broadcast...

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Bibliographic Details
Published in:	Brand Strategy 2007, p.25
Format:	Newsletterarticle
Language:	eng
Subjects:	Advertising Bans Brand loyalty Brand names Cigarettes Consumers Innovations International Legislation Market shares Market strategy Marketing Nicotine Product development Regulated industries Smoking Social responsibility Test markets Tobacco industry Trends
Online Access:	Get full text
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Summary:	As the regulated tobacco industry means that manufacturers cannot overtly target a new group of users, much brand strategy must centre around retaining customers in a fickle and price-sensitive market with little brand loyalty. Experiential marketing is particularly important as print and broadcast are largely banned. It's vital not only to tell customers about products but also develop new ones that work alongside changes in industry legislation and cater for changing consumer attitudes. As bans on smoking in public places become more widespread, many manufacturers are exploring the potential of smokeless tobacco. Many tobacco companies are also innovating in terms of their corporate images - attempting to accumulate public goodwill. Most of the large tobacco makers also dedicate a sizeable section of their websites to health issues relating to their products. Philip Morris USA has introduced programmes to help smokers quit and has a Youth Smoking Prevention department, which works with schools and parents in order to educate their children about not smoking.
ISSN:	0965-9390