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Keywords
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Promotions , Marketing , Goals , Tobacco Industry Analysis , Corporate Marketing Strategies , Retail Trade , Sales , Advertising , Advertising Expenditures , Health Effects
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Description
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Presentation provides an overview of Promotion, Couponing, In-store package inducements and Trade Support. Promotion activities mentioned include, Sampling, Couponing Price-offs, on-packs and in-pack premiums, on-pack and in-pack premiums, self liquidating premiums, contest and sweepstakes, refund offers, trade allowances, P-O-S (Point of Sale) materials, displays and in-ad advertising. Key promotion issues focused on include: increasing health concerns and taste trends towards milder products which are creating even greater demands for low tar products providing an opportunity for a significant share of market growth, uncertainty over the effectiveness of consumer promotion has resulted in reduced focus on marketing support being devoted to consumer promotion, cigarette clutter in the marketplace caused by new brands/line extensions and increased advertising, young adults are the primary source of new smokers, and our share is weak among them. Additional key issues include: potential erosion of overall cigarette profits, uncertainty of the relative effectiveness and the cost efficiencies of certain promotion and merchandising techniques could lead to a misappropriation of resources. Special section devoted to Couponing.
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506191922/1970
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