Dec 14, 2015
Marketing Tobacco to Marketing Tobacco to WomenWomen
Amanda Amos, PhDAmanda Amos, PhDPublic Health SciencesPublic Health Sciences
Division of Community Health SciencesDivision of Community Health SciencesMedical SchoolMedical School
University of EdinburghUniversity of EdinburghAutumn 2002Autumn 2002
‘‘Selling tobacco products to Selling tobacco products to women currently represents the women currently represents the single largest product marketing single largest product marketing opportunity in the world.’opportunity in the world.’
Kaufman and Nichter 2001 Kaufman and Nichter 2001
Marketing challengesMarketing challenges
To make cigarettes and smoking:To make cigarettes and smoking: Aspirational (desirable and Aspirational (desirable and
fashionable)fashionable) Acceptable (socially and culturally) Acceptable (socially and culturally) Accessible (available and affordable)Accessible (available and affordable) Addictive (long term behaviour)Addictive (long term behaviour)
PromotionPromotion
Smoking has been promoted as Smoking has been promoted as being:being:
glamorous sociable glamorous sociable sophisticated relaxingsophisticated relaxing fun calmingfun calming romantic emancipatedromantic emancipated sexy liberatingsexy liberating healthy rebellioushealthy rebellious sporty slimmingsporty slimming fashionable coolfashionable cool
The marketing mixThe marketing mix
Promotion- eg advertising, Promotion- eg advertising, sponsorship, brandstretching, sponsorship, brandstretching, product placementproduct placement
Product- eg cigarette, pack sizeProduct- eg cigarette, pack size Price- eg range, smugglingPrice- eg range, smuggling Place- eg shops, vending machinesPlace- eg shops, vending machines
Marketing and the changing Marketing and the changing image of female smokingimage of female smoking
Being Being bought bought by men (prostitute)by men (prostitute) Being Being likelike men (lesbian/mannish) men (lesbian/mannish) Being able to Being able to attractattract men men
(glamourous/sexy)(glamourous/sexy) Being Being equalequal to men (feminism) to men (feminism) Being your Being your ownown woman (emancipation) woman (emancipation)
(modified from Greaves 1996)(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
AcknowledgementsAcknowledgements
I would like to thank Dr Judith MackayI would like to thank Dr Judith Mackay
(Hong Kong), Margaretha Haglund (Sweden), (Hong Kong), Margaretha Haglund (Sweden),
Martina Poestchke-Langer (Germany), the Martina Poestchke-Langer (Germany), the
journal Tobacco Control, INWAT and the journal Tobacco Control, INWAT and the
Campaign for Smoke-Free Kids for letting me Campaign for Smoke-Free Kids for letting me
use some of their examples of tobacco use some of their examples of tobacco marketing marketing
aimed at women.aimed at women.