Marketing to Women

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TC Online Presentations
www.tobaccocontrol.com
This presentation has been supported by a grant
to Tobacco Control from The Robert Wood Johnson
Foundation
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Marketing Tobacco to Women

• Amanda Amos, PhD
• Public Health Sciences
• Division of Community Health Sciences
• Medical School
• University of Edinburgh
• Autumn 2002

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• Selling tobacco products to women currently
  represents the single largest product marketing
  opportunity in the world.
• Kaufman and Nichter 2001

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Marketing challenges

• To make cigarettes and smoking
• Aspirational (desirable and fashionable)
• Acceptable (socially and culturally)
• Accessible (available and affordable)
• Addictive (long term behaviour)

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Promotion

• Smoking has been promoted as being
• glamorous sociable
• sophisticated relaxing
• fun calming
• romantic emancipated
• sexy liberating
• healthy rebellious
• sporty slimming
• fashionable cool

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The marketing mix

• Promotion- eg advertising, sponsorship,
  brandstretching, product placement
• Product- eg cigarette, pack size
• Price- eg range, smuggling
• Place- eg shops, vending machines

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Marketing and the changing image of female smoking

• Being bought by men (prostitute)
• Being like men (lesbian/mannish)
• Being able to attract men (glamourous/sexy)
• Being equal to men (feminism)
• Being your own woman (emancipation)
• (modified from
  Greaves 1996)

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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
i
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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
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Question- what have Kim, Benson and Hedges
Longer Length and More got in common?... All
three brands are calculated to appeal to the
growing womens sector of the cigarette market.
Tobacco 1983
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Acknowledgements

• I would like to thank Dr Judith Mackay
• (Hong Kong), Margaretha Haglund (Sweden),
• Martina Poestchke-Langer (Germany), the
• journal Tobacco Control, INWAT and the
• Campaign for Smoke-Free Kids for letting me
• use some of their examples of tobacco marketing
• aimed at women.