How tobacco industries can adapt marketing strategies despite such restrictive European legislation?

Résumé du document

The prime focus of this paper is the tobacco industry, which incidentally has been facing problems owing to the numerous regulations imposed, especially in the European Union. The question in consideration here is how the tobacco industry can adapt its marketing strategies despite the restrictive European legislation? In the first part of this report, we will expose the European outlook of the tobacco consumption and the corresponding consequences followed by a brief summary of the European legislation and the disparities of its application across the member states. Finally, after taking all the major tobacco companies into consideration, we will evaluate the possibility of the tobacco industry to get around the European legislation and the strategies they decide to use.

Extraits

[...] Fight tobacco addiction became the first health stake in European Union since 1987. European Union began to consider tobacco product regulation to fight tobacco illness on a European scale. B / Disparities among the European Union There are a lot of disparities inside the European member states, concerning the prices, the tobacco consumption and the degree of legislation concerning smoking in public places and tobacco's advertising among European countries. There is a lot of heterogeneity of prices for one packet of cigarettes. [...]

[...] How tobacco industries can adapt marketing strategies despite such restrictive European legislation? INTRODUCTION 3 I / The reality of smoking inside European Union 3 A / Some figures 3 B / Disparities among the European Union 3 II / European legislation on Tobacco 4 A / Historic of the European legislation 4 B / Legislation adopted by European member states / Ban smoking in public places 5 a / Total bans 5 b / Limited Restrictions 6 b / Limited Restrictions 7 III/ The tobacco industry 7 The competitors 7 B / Emergence of contraband and lobbying 9 C / The Role of Lobbying / Theory concerning lobbying / Lobbying in the tobacco industry 10 IV/ Marketing and Strategies of the Tobacco companies 11 A / Industry's argument for advertising 11 B / How to bypass the ban on advertising? [...]

[...] Exceptions exist for advertising in publications intended for specialists within the industry, some advertising at points of sale, and publications from other countries not intended primarily for Denmark. The Bill prohibits tobacco sponsorship of events as well as most indirect advertising of tobacco products. b / Limited Restrictions According to the European Commission, six EC member states have limited restrictions on tobacco advertising. In 1989, Greece prohibits direct or indirect tobacco advertising on TV and radio, but allow advertising in cinemas or press if it carries a health warning. [...]

[...] Currently, there is no European legislations which harmonize the banning of smoking in all the European Union member states because these measures are binding in terms of the goal to be achieved of member states, but do not specify the means to achieve this goal. However, the perceived effectiveness of such directives varies very sharply within the European Union. The European Union should adopt a new directive in order to harmonize the legislation among the member states. B / Legislation adopted by European member states 1 / Ban smoking in public places a / Total bans Total prohibition of smoking in the public places strongly affects smoking industry volume. [...]

[...] For facilitate the trade in developing countries, the consumer has the possibility to buy cigarettes one by one. The strategy of communication is very sophisticated. Smoking is seen as a symbol of emancipation both for men and women. For men, it's a way to look like occidental people. For women, it's a sign of equality with men. Conclusion Even thought lots of regulations have been made within Europe, the tobacco companies always find ways to bypass the law. First, when regulations are made concerning advertising, the industry tries to influence governments through massive lobbying. [...]