Packaging as promotion - Tobacco In Australia. By Michelle Scollo and Dr Becky Freeman, updated October 2. This section explores the concept of packaging as a promotional tool (1. It summarises the history of plain packaging as a policy response (1. It briefly outlines research that suggests that plain packaging would increase the effectiveness of health warnings, reduce false health beliefs about cigarettes, and reduce brand appeal especially among youth and young adults (1. No more missed important software updates! UpdateStar 11 lets you stay up to date and secure with the software on your computer. On vous propose de venir vous d By Michelle Scollo and Dr Becky Freeman, updated October 2012. This section explores the concept of packaging as a promotional tool and describes recent trends in the packaging of cigarettes and other tobacco products (11.10.2. Artisteer - web design generator for Joomla templates, Wordpress themes, Drupal themes, Blogger templates and DNN skins. Top 30 Clash of Clans TH8 War Base Layouts. Search for coc base layouts, edit, and create your own clash of clans base. Subsection 1. 1. 1. Australia's legislation mandating plain packaging and Subsection 1. Sub sections 1. 1. Section 1. 1. 1. 0. Australian tobacco companies observed during the implementation period to attempt to mitigate the impact of plain packaging legislation. In Palmer, AJ, eds, In: Principles of marketing. The package, sometimes referred to as the 'silent salesman', makes the final sales pitch, seals the commitment and gets itself placed in the shopping trolley.'Underwood and Ozanne Journal of Marketing Communication 1. A cigarette pack is the only thing you take out of your pocket 2. That's a lot different than buying your soap powder in generic packaging.'Brown and Williamson employee 3 p. The concept of a mix of marketing functions was conceived by Professor Neil Borden of the Harvard Business School. Perhaps the best known definition of this mix is that proposed by Mc. Carthy who talked of the 'four Ps' of marketing. In the later years of the 2. P' in the marketing mix. Packaging differentiates brands, being particularly important in homogenous consumer products such as cigarettes. It can also help to increase the appeal of the product. Colours and typeface have long been known to elicit particular responses in consumers, often shaped by strong social and cultural forces. Imagery and symbols also exert powerful effects, linking desirable attributes with particular brands. The world's most popular cigarette brand, Marlboro,7 can readily be identified through its iconic red chevron. Sociologically, a symbol acts as a stimulus eliciting a particular response based on people's understanding of meaning (see Jefkins, 1. The heraldic coat of arms on Benson and Hedges packs for instance is an abstract wordless symbol that imparts notions of status and attested quality. The study showed how cigarette brands and cigarette package designs give meaning to personal characteristics, to social identity and to positions in hierarchies of status. In the young smokers' accounts, brands appeared to add 'an extra dimension to the social meaning of smoking in their daily life'. More recently several nations have banned the open display of tobacco products in retail locations. These jurisdictions have reasoned. Power walls and counter top displays are highly visible and eye- catching. They present an unavoidable and unfortunate spill of promotional imagery and product reminders to vulnerable consumers including young people, former smokers . As 'badge products', cigarettes can reinforce the characteristics conjured by brand image. This behaviour not only affects the single consumer but also exerts a powerful effect on their friends, associates and even casual contacts. Consumer theory and research has demonstrated that incidental consumer brand encounters (ICBEs) powerfully affect buying patterns in ways in which the consumer is not fully aware. A series of four studies by Ferraro, Bettmand and Chartrand published in the Journal for Consumer Research in 2. ICBEs. 'increases choice of the focal brand among people not aware of the brand exposure, that perceptual fluency underlies these effects and these effects are moderated by perceivers automatic responses to the type of user observed with the brand.'Ferraro et al, Journal of Consumer Research 2. Hoek et al. 25 describe the marketing literature concerning brands and the importance of brand imagery for young people in the process of shaping their public persona in the world. This process of identity creation allows tobacco manufacturers to sell status, social acceptance, glamour and adventure. Young people can use cigarettes to help convey these attributes as part of a social persona they wish to convey to their peers. Individuals who place a great deal of significance on the visual aesthetics of design—Bloch, Brunel and Arnold. CVPA)—tend to be the people who set the trends in fashion, architecture and consumer goods. Branding and pack design would appear to be particularly important to young people. Further research is intended to determine both underlying bases of pack image influence (e . One manufacturer commented in the trade press that. With the uptake of printed inner frame cards what we will increasingly see is the pack being viewed as a total opportunity for communications—from printed outer film and tear tape through to the inner frame and inner bundle. Each pack component will provide an integrated function as part of a carefully planned brand or information communications campaign.'Mawditt, World Tobacco 2. Moodie and Hastings. Ford, Moodie and Hastings. Centre for Tobacco Control Research at the University of Stirling. British market following the introduction of legislation that banned print and outdoor advertising, promotion and sponsorship. Packaging strategies include. In late 2. 01. 1, the brand was extended to JPS Superkings sold in packs of 2. Moodie and Hastings have compiled extensive materials highlighting changes in brands documented in the British advertising trade press over that period. Gallaher's Silk Cut released a new Slims variant in eye- catching packaging which featured an embossed Silk Cut logo in the brand's trademark purple. In March 2. 00. 5 The Grocer magazine noted that Hamlet's new Smooth variant heralded 'a new era' of packaging design. In June 2. 00. 6 The Convenience Store magazine noted the introduction of new pack design in the Richmond cigarette range. Shortly afterwards Imperial Tobacco unveiled a new pack design for Embassy No 1, replacing the traditional red and maroon stripe with a figure 'One'. The Forecourt Trader reported in August 2. Imperial Tobacco's top brands, Windsor Blue and Golden Virginia were to be redesigned, Windsor Blue with a more vibrant blue colour and silver lettering to suggest premium status, and Golden Virginia in a new metallic pack. In October 2. 00. United Kingdom, The Forecourt Trader reported that Benson and Hedges was to feature five different gold- themed designs—Gold Disc, Gold Standard, Gold Mine, Gold Rush and Gold Credit Card. In the same month, Off Licence News reported that Camel packaging was to add an embossed logo and refreshed imagery to appeal to 'style conscious adult smokers in urban areas'. In January 2. 00. The Grocer reported that Gallahar was 'tweaking' the design of Benson & Hedges Gold and Silver in the United Kingdom. The redesigned brands featured a modernised typeface and logo. And the brands' red seal was replaced with a new triangle design. In Australia subtle changes to cigarette packs and trademarks were also observed on Benson & Hedges packs as early as 2. When researchers called the company to enquire about the changes, an employee said they were 'playing with the logo because we can't do any advertising any more' (p. One of the most striking examples of package re- design is that of Dunhill. In June 2. 00. 5 in the United Kingdom, The Grocer magazine reported that a new Dunhill logo had been created and that the royal coat of arms had been simplified and reduced in size. According to the article, Dunhills' rebranding included a new look and taste aimed at 2. The packaging was designed to give a modern aspirational image. British American Tobacco Australia also experimented extensively with packaging for Dunhill in Australia since 2. Over the years, conservative packaging for Dunhill was replaced with a slick, contemporary metallic range of packs similar to the material used in ultra- modern consumer goods such as I- pods. Resembling a slim- line package of scent and containing super- slim cigarettes, the brand appeared to be targeted at young females. This brand extension remained on price lists until January 2. Figure 1. 1. 1. 0. Dunhill packs, Premier Red (left) compared with Dunhill Essence Red, purchased 2. Dunhill Essence Red in packs and in tins (right). Source: Quit Victoria. New package formats and collectable series with special packaging apparently aimed at a more youthful market were vigorously promoted to retailers—see Figures 1. Trojan Tobacco Company's DJ Mix Special Feel Strawberry (pictured at the bottom right below), Lemon Fresh and Ice Green Apple appeared in the Australian Retail Tobacconist price lists between August 2. January 2. 01. 2. Peel Menthol Orange flavoured cigarettes (top left) appeared between August 2. January 2. 00. 9. Sobranie brightly colourednovelty cocktail cigarettes(each cigarette a different colour)appeared on price lists in February 2. July 2. 01. 2. 5. Red Fortune Bamboo manufactured by Imperial Tobacco with its 'Asian chic' package design was introduced early in 2. Figure 1. 1. 1. 0. Novelty brands Trojan Tobacco's Peel Menthol Orangeand DJ Mix and. Sobranie Cocktailcigarettes; Imperial Tobacco's Davidoff (top right) and Red Fortune Bamboo (bottom left). Source: Quit Victoria August 2. Novel packaging (sometimes called gimmick packaging). As cited by Ford, Moodie and Hastings: 5. Jugger (1. 99. 9) argues that the best way to obtain competitive advantage in an overloaded consumer goods market is through innovation in packaging. Innovative packaging is thought to change perceptions and create new market positions (Rundh 2. Beg- Weitzel and van de Larr, 2. Ford, Moodie and Hastings, 2. Moodie and Hasting. Ford, Moodie and Hastings. Novel ways of opening the pack. Novel shaped and sized packs. Novel pack materials. Themed packs to encourage collection of sets. Novel ways of opening the pack. British trade magazine, Convenience Store reported in 2.
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