Steven Greenland Associate Professor, Department of Marketing, Tourism and Social Impact, Faculty of Business and Law, Swinburne Business School, Australia
Abstract
Marketing controls are a proven catalyst for reducing tobacco consumption. However, tobacco manufacturers adapt swiftly to regulatory change and continue to effectively market their products through activities that obfuscate consumers’ intentions to quit or moderate consumption behaviour. Monitoring industry response to tobacco control is therefore essential to inform future regulation. This research provides a comprehensive overview of tobacco brand strategy that has evolved since the introduction of plain packaging to Australia in 2012 and should be of interest in other markets considering similar legislation.
The study relies on reviews of manufacturer ingredient reports and recommended retail price lists, as well as a retail audit to investigate the brand ranges, pack options and prices offered by Australia’s leading tobacco manufacturer. The findings reveal that despite the stringent tobacco controls present in Australia effective tobacco marketing is continuing through the sale of extensive and dynamic brand ranges, and use of aggressive volume based discount pricing of diverse packaging options, in which twin packs provide the cheapest option. Recommendations for additional regulation of these as yet unrestricted marketing dimensions are presented with rationale why these can further significantly reduce tobacco consumption.
Source of funding: N/A
Declaration of interest: There are no conflicts of interest.
