Transcript Marketing to Women

Marketing Tobacco to Women
Amanda Amos, PhD
Public Health Sciences
Division of Community Health Sciences
Medical School
University of Edinburgh
Autumn 2002
‘Selling tobacco products to women
currently represents the single largest
product marketing opportunity in the
world.’
Kaufman and Nichter 2001
Marketing challenges
To make cigarettes and smoking:
 Aspirational (desirable and fashionable)
 Acceptable (socially and culturally)
 Accessible (available and affordable)
 Addictive (long term behaviour)
Promotion
Smoking has been promoted as being:
glamorous
sophisticated
fun
romantic
sexy
healthy
sporty
fashionable
sociable
relaxing
calming
emancipated
liberating
rebellious
slimming
cool
The marketing mix
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Promotion- eg advertising, sponsorship,
brandstretching, product placement
Product- eg cigarette, pack size
Price- eg range, smuggling
Place- eg shops, vending machines
Marketing and the changing image
of female smoking
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Being
Being
Being
Being
Being
bought by men (prostitute)
like men (lesbian/mannish)
able to attract men (glamourous/sexy)
equal to men (feminism)
your own woman (emancipation)
(modified from Greaves 1996)
‘There can be no complacency about the
current lower level of tobacco use among
women in the world; it does not reflect health
awareness, but rather social traditions and
women's low economic resources.’
Dr. Gro Harlem Brundtland,
Director-General of WHO 1998
UPBEAT. Amid the gloomy environment,
Tobacco Reporter continued to look for the
positive in Asia. And guess what! There are
reasons for optimism; 'The situation does not
fundamentally change the underlying
strengths of the market,' an Indonesian
source assures us. Rising per-capita
consumption, a growing population and an
increasing acceptance of women smoking
continue to generate new demand.
Tobacco Reporter editorial 1998
Question- what have Kim, Benson and
Hedges Longer Length and More got
in common?... All three brands are
calculated to appeal to the growing
women’s sector of the cigarette
market.
Tobacco 1983
Acknowledgements
I would like to thank Dr Judith Mackay
(Hong Kong), Margaretha Haglund (Sweden),
Martina Poestchke-Langer (Germany), the
journal Tobacco Control, INWAT and the
Campaign for Smoke-Free Kids for letting me
use some of their examples of tobacco marketing
aimed at women.