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Maintaining Brand Vitality in a Highly Regulated Tobacco Market

Greenland, Steven J. (2013). Maintaining Brand Vitality in a Highly Regulated Tobacco Market. In: Brodie, Rod 2013 ANZMAC Conference, Adelaide, SA, 1-4 December 2013.

Document type: Conference Paper
Citation counts: Google Scholar Search Google Scholar

Author Greenland, Steven J.
Title Maintaining Brand Vitality in a Highly Regulated Tobacco Market
Conference Name 2013 ANZMAC Conference
Conference Location Adelaide, SA
Conference Dates 1-4 December 2013
Conference Publication Title 2013 ANZMAC: Australia New Zealand Marketing Academy Conference Proceedings
Editor Brodie, Rod
Place of Publication Auckland, New Zealand
Publisher The University of Auckland Business School, University of Auckland
Publication Year 2013
ISBN 978-0-646-56330-5   (check CDU catalogue open catalogue search in new window)
Total Pages 8
Field of Research 150503 - Marketing Management (incl. Strategy and Customer Relations)
Abstract Australia has some of the world’s toughest restrictions on tobacco marketing. The Plain Packaging Bill was announced in 2010 and finally implemented in 2012. Packaging was widely regarded as the key remaining medium for promoting cigarette brands and so a logical assumption was that plain packaging would have a detrimental impact upon cigarette brand portfolios. This research examines changes in Australian cigarette brand portfolios between March 2010 and March 2012. The findings show that despite increasing regulation the big three tobacco companies have maintained the vitality of their brand portfolios and introduced new brands and brand line extensions during this period. The expanding brand portfolios raise concerns about the impact of regulations on branding capabilities, as well as questions as to how manufacturers are still able to introduce new products into a market with some of the strictest tobacco marketing controls.
Keyword Cigarette branding
Plain packaging
Tobacco marketing regulations
Additional Notes ANZMAC2013-032
Description for Link Link to conference proceedings
URL http://pandora.nla.gov.au/pan/25410/20140311-1105/anzmac.info/conference/anzmac-2013-conference-proceedings/index.html
 
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Created: Tue, 13 Jun 2017, 15:00:46 CST by Marion Farram