The prime focus of this paper is the tobacco industry, which incidentally has been facing problems owing to the numerous regulations imposed, especially in the European Union. The question in consideration here is how the tobacco industry can adapt its marketing strategies despite the restrictive European legislation? In the first part of this report, we will expose the European outlook of the tobacco consumption and the corresponding consequences followed by a brief summary of the European legislation and the disparities of its application across the member states. Finally, after taking all the major tobacco companies into consideration, we will evaluate the possibility of the tobacco industry to get around the European legislation and the strategies they decide to use.
[...] However, the perceived effectiveness of such directives varies very sharply within the European Union. The European Union should adopt a new directive in order to harmonize the legislation among the member states. B / Legislation adopted by European member states 1 / Ban smoking in public places a / Total ban Total prohibition of smoking in the public places strongly affects smoking industry volume. Smokers when faced these restrictions consume less tobacco products. In UK, Ireland, and Norway (even if this country doesn't belong to the cigarettes are totally forbidden in bars, pubs and restaurants. [...]
[...] Despite a negative image, a lot of scandals and increasingly restrictive European legislations, the tobacco industry must adapt its marketing strategies. They benefit of an aggressive lobbying and it becomes a necessity for the industry to survive as otherwise they risk losing a lot of their faithful consumers. C / The Role of Lobbying 1 / Theory concerning lobbying The use of lobbying within the political system has been a common phenomenon ever since the birth of politics itself. When a public policy has to be made, there are always people affected who want to influence the outcome. [...]
[...] (price for one packet of Marlboro) The consumption is also quite heterogeneous across Europe of smokers per country) Greece 42% France 30% Spain 28% Germany 27% Belgium 24% UK 25% Italy 21% Sweden 16% II / European legislation on Tobacco The detrimental effects of smoking have been known for decades, including a wide variety of medical problems, such as lung cancer, bronchitis, emphysema, and heart disease. In order to reduce the consumption of tobacco across Europe, a lot of rules and directives have been implemented. [...]
[...] To give an example, the French marketing magazine explained the Camel's process which has developed methods to disseminate its brand image despite legal restrictions. Camel uses lighters (distributed during events) or Camel Adventure Tours as an excuse. Through this process, they reinforce the image of the brand. The French Justice Department discovered some of RJ Reynolds France's internal documents which described the means to avoid regulations by promoting services and products such as Camel Boots, Camel Trophy or Winston Clothes. [...]
[...] b / Limited Restrictions According to the European Commission, six EC member states have limited restrictions on tobacco advertising. In 1989, Greece prohibited direct or indirect tobacco advertising on TV and radio, but allowed advertising in cinemas or press if it carried a health warning. Tobacco product advertising is forbidden in health care services, educational establishments, youth centres and athletics facilities. In 1993, Sweden mandated that all forms of tobacco products marketing must be moderate, banning advertisements outdoors in public places, or in indoor places attended mostly by people under 20 years of age. [...]
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