Uptown,%20Dakota,%20and%20PowerMaster

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Uptown, Dakota, and PowerMaster

• Michael Ford
• Matt Kaercher
• Luis Perez
• Tracy Roach
• Sarah Zandi

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Ritz Chips with Peyton Manning
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Covergirl with Queen Latifah
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Torrid Plus Sizes
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Uptown

• Cigarettes sales declines 6
• 69 of black smokers preferred menthol
  cigarettes.
• 1989 RJR Tobacco Co. announces plans to introduce
  Uptown, a menthol cigarette designed to appeal
  black smokers.
• Jan. 18, 1990 African-American Health and Human
  Services Secretary, Louis W. Sullivan, among
  others, attacked the campaign.
• Jan 19, 1990 RJR Tobacco Co. cancelled plans for
  Uptown.

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Marketing Strategies for Uptown

• Lighter menthol.
• Packaging black and gold, with the filter down.
• Ads suggesting glamour, high fashion and
  nightlife.
• Ads would run in black oriented newspapers and
  magazines. Also on billboards, transit
  advertising, and bus shelters.
• Introduction was to coincide with Black History
  Month in February 1990

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Uptown. The Place. The Taste.

• The National Association for the Advancement of
  Colored People (NAACP)
• American Cancer Society (ACS)
• Fox Chase Cancer Center Graduate Hospital
• The American Lung Association (ALA)
• The Black Clergy of Philadelphia
• The Philadelphia Chapter of the National Black
  Leadership Initiative on Cancer (NBLIC)

http//www.naaapi.org/documents/uptown.asp
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Uptown - Arguments

• In Favour
• Black smokers have the right to buy products that
  fit their needs.
• The introduction of a new brand will not affect
  the decision to smoke

• Against
• Deliberately targeted towards African Americans
• Uptowns message brings more disease to a group
  with high smoking-related illness and mortality.

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Dakota

• Dakota vs. Marlboro
• Who was targeted
• Marketing Strategies

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Dakota vs Marlboro

• Marlboro smokers
• Marlboro control of Market
• Marlboro image to Women

http//www.naaapi.org/documents/uptown.asp
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Who was targeted?

• White Females 18-24
• High School Degrees
• Blue Collar Workers

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Marketing Strategies for Dakota

• Male Oriented Calendars
• Male Strip Shows

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PowerMaster

• G. Heileman Brewing Company
• Malt Liquor
• Inner City Chicago
• Rev. Clements and Pfleger
• Pulled in July of 1991
• Pabst Brewing

http//www.naaapi.org/documents/uptown.asp
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Marketing Perspective

• Target Marketing
• Specific group of people whom a firm directs its
  marketing efforts and ultimately its goods and
  services.
• Market Segmentation
• Division of a total market into relatively
  homogenous groups.

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Social Perspective

• Marx
• Alienation
• Social Roles
• Piore
• Primary Sector
• Secondary Sector

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Social Perspective

• Kohn
• Relationship between level and degree
• Vabelin
• Conspicuous Consumption

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Corporate Social Responsibility

• Are companies socially responsible for their
  actions?
• Phillip Morris
• Rules and Regulation

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Works Cited

• Caston, Richard J. Life in a Business Oriented
  Society. Boston Allyn and Bacon, 1998.
• Gini, Al. Case Studies in Business Ethics. 5th
  ed. Pearson Prentice Hall, 2005.
• Brenkert, George C. "Marketing to Inner-City
  Blacks Powermaster and Moral Responsibility."
  Business Ethics Quarterly 1998
• "Defeat of PowerMaster Malt Liquor." National
  Association of African Americans For Positive
  Imagery. 6 Oct. 2005 lthttp//www.naaapi.org/docume
  nts/powermaster.aspgt.
• "1990 Uptown Coalition." National Association of
  African Americans For Positive Imagery. 8 Oct.
  2005 lthttp//www.naaapi.org/documents/uptown.aspgt.
  

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DISCUSSION

• Did these companies have the right to target
  these groups in order to make a profit?

• Did these companies violate certain ethical
  principals and moral values in their marketing
  strategies?