Marketing Analysis of Nicorette: Impact of Marketing Theory on the Market Mix

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BUMKT1501
Tong Miao
30350187

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Executive Summary
The key purpose of this analyzes on the marketing theory which brings a general impact
on the entire market mix and its sub-components by outlining the markets of interests. Impacts
related to this marketing strategy are also understood to arise from the marketing mix, a well
analyzed and established marketing environment in addition to other factors related to
positioning, market segmenting as well as targeting. From the up-to-date view of marketing, 3
elements are acknowledged. Such elements comprise of the concept of client's value,
management of customer relationships as well as viewing marketing strategy to be a function of
the organization in general. On the other side, the marketing mix is a collective term for the 4P's
which an acronym is standing (product, promotion, pricing, and place). In this paper we shall
focus on discussing the one-off vape product which is the product will greatly exist in the
Australian market and its brand is Nicorette.

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Table of Contents
Abstract............................................................................................................................................ii
Introduction......................................................................................................................................1
Industry background........................................................................................................................2
Mission statement........................................................................................................................2
Goals of the firm..........................................................................................................................3
Marketing Environment...................................................................................................................3
Definition.....................................................................................................................................3
Importance of Marketing Environment........................................................................................4
Components of marketing environment.......................................................................................6
Macro Environment.....................................................................................................................6
1. Demographic environment.............................................................................................7
2. Economic component......................................................................................................7
3. Physical environment......................................................................................................8
4. Technological environment............................................................................................8
5. Political-legal environment.............................................................................................8
6. Social-cultural environment...........................................................................................9
Microenvironment........................................................................................................................9
Brand overview.......................................................................................................................9
Product overview....................................................................................................................9

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Corporate partners...............................................................................................................10
Public.....................................................................................................................................10
Competitors...........................................................................................................................10
Market intermediaries.........................................................................................................11
Segmentation, Targeting, and Positioning (STP)..........................................................................11
Segmentation..............................................................................................................................13
a. Demographic variables.................................................................................................13
b. Psychographics..............................................................................................................14
c. Lifestyle..........................................................................................................................15
d. Geography......................................................................................................................15
Marketing Targeting..................................................................................................................15
Product positioning....................................................................................................................15
Marketing mix of Nicolette...........................................................................................................16
Product in the marketing Mix of Nicorette................................................................................16
Price in the marketing Mix of Nicorette....................................................................................17
Place in the marketing Mix of Nicorette....................................................................................17
Promotion in the marketing Mix of Nicorette............................................................................17
Conclusion.....................................................................................................................................17
References......................................................................................................................................18

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Introduction
Nicorette is the brand name of the one off-vape products for the nicotine replacement therapy
( NRT) which contain nicotine. The Nicorette brand was developed in the late 1970s by the
industry called AB Leo which is based in Sweden. The Nicorette product was manufactured by
McNeil Consumer Healthcare Company which is a subsidiary of Johnson & Johnson.
GlaxoSmithKline is Nicorette gum license holder in the United States and on the other hand,
Johnson & Johnson is an industry which is responsible for marketing the Nicorette globally.
Nicorette is among the one-off vape brands whose establishment across the country is
rapid as far as e-cigarettes are concerned. Nicorette is fully owned by Nicorette Company which
is located in Australian and it is an entity on its own-originality. As its newest brand, Nicorette
Company has continued to be given good reviews for the brand’s vapor production.
Great economic advancement has been witnessed in the tobacco industry within
Australia as well as in other globalized nations. This industry has seen its success due to the high
acceptability of its products by their customers and also due to its effective marketing strategies
which have made the cigarettes of innumerable brands to be highly recognized. This industry’s
marketing strategies have ensured that children, as well as non-smokers, are not among their
targeted segments as far as their product promotion is a subject of concern (Olson, Slater, Hult &
Olson, 2018).
The marketing theory brings a general impact on the entire market mix and its sub-
components by outlining the markets of interests. Impacts related to this marketing strategy are
also understood to arise from the marketing mix, a well analyzed and established marketing