International Brand Marketing: Big Tobacco Campaign Analysis

This report provides a comprehensive analysis of the marketing strategies employed by Big Tobacco companies in international markets. It examines how these companies, facing declining markets in the West, are targeting young adults in low- and middle-income countries, particularly in regions like India, Southeast Asia, and Africa. The report delves into specific tactics such as advertising near schools, ensuring product availability, targeting women, and leveraging digital marketing, including social media influencers. It highlights the effectiveness of these strategies, drawing on historical examples like the Marlboro Man campaign. The analysis also suggests potential enhancements to these campaigns by adapting to local cultures and histories to increase brand appeal and market penetration. The report references various studies and documents to support its findings, offering a detailed overview of the industry's approach to marketing and its ethical implications.

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Campaign Analysis of International Brand
Marketing Essentials
Phil Darcy
10542773
1,094 Words

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Table of Contents
Campaign Overview .................................................................................................................. 3
Campaign Audience ................................................................................................................... 3
Campaign Target Strategy ......................................................................................................... 4
Promotional Evaluation ............................................................................................................. 4
Advertising near schools ........................................................................................................ 4
Within Walking Distance ....................................................................................................... 4
Women Targeted .................................................................................................................... 5
Get Them Hooked .................................................................................................................. 5
Benefits of Digital ...................................................................................................................... 6
Enhancement of Campaign ........................................................................................................ 6
Appendices ................................................................................................................................. 7
Referencing .............................................................................................................................. 10

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Campaign Overview
Big Tobacco is made up by the big five global tobacco companies; Philip Morris International,
British American Tobacco, Imperial Brands, Japan Tobacco International, and China Tobacco.
These businesses have a problem in the western world with bans on smoking, increases in
taxes, restrictions on advertising, and a customer base which is dying of smoking related illness.
Despite the number of smokers in the western world reducing (Appendix I: Our World in Data),
profits for big tobacco are rising. How is this?
Tobacco companies have learned from the challenges faced in high-income countries. They are
shifting their marketing strategies away from the western world, into low- and middle-income
markets such as India, South East Asia, Indonesia, and Africa. The industry is deliberately
targeting countries where tobacco control such as regulation, legislation, and taxation is
minimal.
Campaign Audience
Within these markets Big Tobacco are targeting young adults, between the ages of 18 and 24,
living in low- and middle-income countries. Youths who are sociable and regularly visit
popular haunts such as cafés, eateries, bars, and nightclubs are being targeted.
A Philip Morris document, written by Myron Johnston of the PM Research Department in
1981, summarised;
“Today’s teenager is tomorrow’s potential regular customer, and the overwhelming
majority of smokers first begin to smoke while still in their teens” (Perry, 1999)

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Campaign Target Strategy
The strategy used is clear and has worked tremendously well in the past in other parts of the
world.
Get ‘em while they’re young
Market Research carried out on behalf of R. J. Reynolds Tobacco Company (Research
Services, 1956) show that for young people, being sociable and wanting to appear more grown
up, are key reasons for becoming a smoker.
Promotional Evaluation
Advertising near schools
Unlike the western world, billboard advertising is still permitted in these markets. A study
performed by John Hopkins University found that “the tobacco industry places their products
and ads in areas that are visible and accessible to youth”, (Handley, 2018). An example of this
can be seen in a photo published by the Campaign for Tobacco-Free Kids, showing children
from Indonesia next to a cigarette banner outside their school, (Appendix II: The Campaign for
Tobacco-Free Kids).
The challenge for big tobacco is that their existing consumers are dying from smoking related
illness. To continue selling cigarettes they need new consumers to take up smoking.
A study carried out by the University of Maryland found that children who are exposed to pro
smoking messages are more likely to smoke (University of Maryland, 2013). Therefore, this
strategy is an effective tool in brand awareness amongst a potential new consumer base.
Within Walking Distance
In India, one of the key strategies identified by Philip Morris International is to ensure that
“every adult Indian smoker should be able to buy Marlboro within walking distance.” (Kalra
et al, 2017).

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This is a simple yet important strategy. There have been many studies carried out, such as the
New England journal of medicine’s, showing evidence that smoking is a highly addictive habit,
(Neal, Benowitz, 2010).
If your product is not readily available to your consumer, they will choose another brand to
satisfy their nicotine craving. In order to build a symbiotic relationship with the consumer, your
product must always be available when it is needed most.
Women Targeted
As the tobacco industry continues its search for new smokers, they are targeting women and
girls more than ever. Dr. Mary Assunta, Senior Policy Advisor of SEATCA (2019) explained;
“Internal tobacco industry documents reveal that the tobacco industry is notorious
in targeting women and girls through ads and novel products that promote social
desirability, independence, sophistication, glamor, romance, fun, and weight
control,”
Products are being designed with this audience in mind. Super slim lipstick packs, eye catching
colours and designs on packaging, as well as flavored cigarettes are just some of the tactics
being used, (Appendix III).
Get Them Hooked
A BBC investigation (2010) found that tobacco companies are handing out cigarettes free at
youth events, football tournaments, music concerts and even at parties sponsored by cigarette
companies as a way of gathering young people together.
When the cost of a 20-cigarette pack is approximately 6 cents, the tobacco companies can more
than afford to give away free cigarettes in the hope of getting youths hooked.
The strategy appears to be working. According to a 2011 South African Youth Risk Behavior
Survey, 28% of 8- to 11-year-olds, and over 80% of 14- to 18-year-olds have admitted to having
smoked.

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Benefits of Digital
Digital Marketing, and in particular social media, can play an important role for Big Tobacco.
According to a Pew Research Center Survey carried out in the US, “88% of 18- to 29-year-
olds indicate that they use any form of social media”, (Smith, Anderson, 2018)
As Social Media is not regulated it can be utilized in not only these new markets, but also in
the western world were traditional methods of marketing can no longer be used.
While tobacco companies might not be able to directly advertise on social media, they can
access billions of young people through influencers. A two-year investigation by Campaign for
Tobacco-Free Kids (2018) outlines that an industry wide secret marketing campaign is
underway using influencers to promote smoking as normal and cool, while sending the message
that everyone is doing it, (Appendix IV).
Enhancement of Campaign
Many of the big tobacco companies are simply “copying and pasting” their marketing
strategies and brands to these new markets, (Appendix V). While these strategies were, and
indeed still are, largely successfully, there is room for improvement.
The Marlboro Man was first conceived in 1954 to popularize smoking amongst men in the
US. Up to this point filtered smoking was considered feminine. The message behind the
Marlboro Man campaign was that men could be transformed into a rugged, strong,
courageous cowboy. The campaign proved to be hugely successful. The Marlboro Man Story
(Wrzosinski, 2014) states that within just one year, the brand was transformed from a 1%
niche market brand to a top 4 position in the US Market.
It could be argued that a large part of the Marlboro Man’s success in the US is attributed to
the Cowboy being an iconic symbol of the American West. While the Marlboro Man will
bring brand recognition, big tobacco could potentially enhance their campaigns by tapping
into the culture and history of these new markets. There is an opportunity to recreate the
magic of the Marlboro Man by finding a character or symbol the people of Africa or Asia can
relate to and connect with.

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Appendices
(Appendix I: Our World in Data)
(Appendix II: The Campaign for Tobacco-Free Kids)

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(Appendix III: Women Targeted Products)
(Appendix IV: Instagram Influencer Post)

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(Appendix V: Marlboro Billboard in China)

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Referencing
Campaign for Tobacco-Free Kids (2018), ‘New Investigation Exposes How Tobacco
Companies Market Cigarettes on Social Media in the U.S. and Around the World’, 27 August
2018 [Online]. Available at:
https://www.tobaccofreekids.org/press-releases/2018_08_27_ftc (Accessed: 15 October
2019)
Handley, L. (2018) ‘Children around the world are being exposed to cigarette advertising
near their schools’, CNBC, 09 March 2018 [Online]. Available at:
https://www.cnbc.com/2018/03/09/cigarettes-children-are-being-exposed-to-tobacco-
advertising.html (Accessed: 15 October 2019)
Kalra, A. Bansal, P. Lasseter, T. Wilson, D. (2017) ‘Philip Morris takes aim at young people
in India, and health officials are fuming’, Reuters, 18 July 2017 [Online]. Available at:
https://www.reuters.com/investigates/special-report/pmi-
india/?utm_source=twitter&utm_medium=Social (Accessed: 15 October 2019)
Neal, L. Benowitz, M.D. (2010) ‘Nicotine Addiction’, The New England journal of medicine,
17 June 2010 [Online]. Available at:
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2928221/ (Accessed: 22 October 2019)
Perry, CL. (1999) ‘The Tobacco Industry and Underage Youth Smoking: Tobacco Industry
Documents From the Minnesota Litigation’, Archives of Pediatrics and Adolescent Medicine,
September 1999 [Online]. Available at:
https://jamanetwork.com/journals/jamapediatrics/fullarticle/347724 (Accessed: 22 October
2019)
Research Services. Cigarette Smoking Motivations Study. Final Report. 1956
https://www.industrydocuments.ucsf.edu/docs/xhvm0103 (Accessed: 15 October 2019)
Smith, A. Anerson, M. (2018) ‘Social Media Use in 2018’, Pew Research Centre, 01 March
2018 [Online]. Available at:
https://www.pewinternet.org/2018/03/01/social-media-use-in-2018/ (Accessed: 20 October
2019)

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Southeast Asia Tobacco Control Alliance SEATCA (2019), ‘Tobacco industry targets women
in Asia’, 07 March 2019 [Online]. Available at:
https://seatca.org/women-in-the-sights-of-the-tobacco-industry/ (Accessed: 20 October 2019)
University of Maryland (2013) ‘Young children recognize cigarette brands in countries with
most smokers’, Science Daily, 30 September 2013 [Online]. Available at:
https://www.sciencedaily.com/releases/2013/09/130930101834.htm (Accessed: 15 October
2019)
Westhead, J. (2000) ‘UK tobacco firm targets African youth’, BBC, 20 September 2000
[Online]. Available at:
http://news.bbc.co.uk/2/hi/health/933430.stm (Accessed: 20 October 2019)
Wrzosinski, P. (2014) ‘A Marlboro Man Story’. K-Message, 29 January 2014 [Online].
Available at:
https://www.k-message.com/2014/01/29/marlboro-man-story/ (Accessed: 20 October 2019)