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Marketing Strategies of Tobacco
Ⅰ. Description of Tobacco Marketing Issue
The presentation of tobacco as a consumer product can vary wildly across different countries and cultures. This distinction is especially evident when one compares South Korea to developed foreign countries such as Canada and the US. While tobacco firms in other developed countries try to actively curb consumption and warn consumers of the inherent dangers of smoking, South Korean tobacco companies do relatively little in this regard.
South Korean tobacco often has minimal warning on packaging and in advertisements while capitalizing on the sex appeal of smoking or coolness. In other words, their advertisements associate tobacco with desirable qualities such as youth, energy, glamour and sex appeal. It urges potential people, especially young people, to try tobacco and become long-term smokers.
Tobacco packing regulation of Korea include that both sides of a cigarette case -30% o…(생략)
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to teenagers. On the contrary to this, in Korea, tobacco advertisements are available in sports, entertainment, etc events. Tobacco Company tries to normalize tobacco, and depicting it as being no different from any other consumer product.
KT&G, which is the biggest tobacco company in Korea, before the image marketing, people had thought that KT&G was traditional and conservative company. Through the company PR advertisement, it has changed that image of company as challenging and modern that it raises positive image of company. They use the word, `Imagination` as main theme of their PR advertisement. Surprisingly, this image marketing is effective. Company credibility and smoking intention and smoking durability are all raising due to image marketing. Nowadays, this company is doing public works for diverting people’s view. They built a space for making an opportunity to do cultural activities for the young. At the same time, they are supporting sports team and doing volunteer activ
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