After being brought back from the New World and being cultivated first in Portugal during the 16th century, tobacco has gradually become a good for mass consumption all around the world, passing from a status of medicinal plant to the one of a luxury product and eventually to something very cool, that everybody, even the poorest, can afford. But this sharp image that occurred during the first part of the second half of the 20th century, beginning with the American GI's smoking cigarettes and then spread by stars smoking, evolved into a new much less attractive image. The cigarette gradually stopped being something cool and became something that kills 500,000 people a year only in Europe. People realized that it multiplies the risks of lung cancer by 10, and reduces the life expectancy by 8 to 10 years for those who smoke more than half of packet a day and so on and so forth… As a matter of fact, tobacco companies have had to change their marketing strategies to face this new vision of tobacco among the public opinion.
[...] For example, Philip Morris spent nearly 1 billion dollars on this region of the world in 2000. Diversification - Most of the tobacco giants do not consider cigarettes to be their leading activity. For example, the distribution of numerous products and services represents a significant sector for Altadis. This group is present in France with Altadis Distribution and in Italy with the recent acquisition of Etinera in 2004. It is also present in Spain with its subsidiary Logista: in 2002, Logista bought the Burgal group which is specialized in the distribution of pharmaceutical products. [...]
[...] It has been very difficult for us to get an interview with marketing and communication directors of tobacco firms because none of them agreed to answer to the questionnaire we sent them. One of them sent us back several answers but managed to avoid giving his point of view. The lack of answers testifies how controversial this sector is and how difficult it is to get personal information on marketing strategies. Bibliography Stehli, Le marché du tabac vers la clandestinité CB news. [...]
[...] In Europe, the Evin law in France (1991- 1993) set the tone as regards tobacco producers, and marketing campaigns. However, the epitome of these waves of restrictions could be in the field of Formula 1. In the 90's, there were 6 different brands of cigarettes on the cars! It is no longer possible. It was all the more harsh since F1 was an event tobacco producers could cash in on: 40 billion TV viewers each year and a advertising equivalent to 9,000 commercials of 30 seconds each. [...]
[...] In the late 1990's in Moscow Marlboro did continue to post. Indeed, the well-known and even symbol of the brand Marlboro's cow-boy was on the posters, but no cigarette was on them. That's it. This was, without any doubt, a crafty way of abiding by the law while continuing to advertise. There are some other epitomes of such niceties. For example, using databases already available within a company is not forbidden at all. Philip Morris, thought to have gathered 26 million names, has in its possession as many possible consumers within reach. [...]
[...] The battle between the government and tobacco producers had really started a year ago when a bill was proposed in parliament to reinforce non- smokers' rights. Since then, a war of influence took place in which Altadis supported UMIH (Union des Métiers et des Industries de l'hôtellerie). One of this Union's meetings even took place in Altadis' premises! Other companies such as BAT are well known for their aggressive methods of lobbying: golf week-ends, Roland Garros or Stade de France tickets, etc Necessity to evolve Developing in other countries - The example of Altadis Altadis has always tried to pursue a clear goal: the internationalization of its brands and of its markets plays a central role in its strategy especially when the French market has to face different kinds of problems such as the huge increase in the prices. [...]
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