Marketing Strategy of the UK Cigarette Industry, Communicaton
Marketing Strategy of the UK Cigarette Industry, Communicaton
Introduction
I’m looking at this issue for unit communication.
The subject of this report is “Marketing Strategy of the UK Cigarette
Industry”. It would cover the information about the main manufacturers such as
“Imperial Tobacco”, “Gallaher Group Ltd” and “British American Tobacco” in the
UK. The whole point of this report is aimed at talking about marketing
strategies that the tobacco manufactures are using for staying in the market. Three of the world’s five largest tobacco
companies are based in the UK. BAT, with 11% of the global market, is the
world’s second largest tobacco company, after Philip Morris which has 18%,
while Imperial Tobacco and Gallaher hold fourth and fifth places respectively
Imperial Tobacco
Imperial Tobacco Group is the world
number four in the cigarette manufacture and distribution sector. Its brands
are divided into several ranges so as to reach a wide a market as possible.
They include Embassy and Regal, Davidoff (so-called "luxury"
cigarettes), SuperKings and John Player Specials (mid-priced), and Lambert
& Butler (more cheaply priced). However the group's business does not
focus just on cigarettes. Imperial Tobacco also produces cigars, pipe tobacco
brands, and is also the world leader in hand-rolling tobacco with the Drum
brand. Not to mention RIZLA, making the firm a giant in the cigarette paper
market too (in 1997 Imperial Tobacco bought
Rizla, the hand-rolling cigarette paper company).
Imperial’s share of the UK cigarette market has been
steadily increasing in recent years and now stands at 44.9%. In 2004 the
company reported overall operating profits of Ј1,218 million, of which Ј454m
were derived from UK sales. In 2002 it acquired the German tobacco company
Reemtsma. Imperial also has a 43% stake in the Swedish snuff producer, Skruf.
British
American Tobacco
British American Tobacco (BAT), the world's second largest tobacco
company, is based in Britain.
It is the
world's most international tobacco group, with brands sold in 180 markets
around the world.
STRAT
The tobacco industry as a whole is suffering from growing
awareness of the health risks of smoking and aggressive anti-smoking
legislation, particularly in developed markets. The tobacco companies have
managed to offset declines in developed markets by expanding to underdeveloped
markets and in the short to medium-term at least, falls in volumes in developed
markets will be offset by increases in underdeveloped markets.
Tobacco stocks are thus far from the greatest growth story
around; however, what they do offer investors is fairly strong cash flows and
dividends. Years of working around the anti-smoking lobby and government
legislation have kept the industry on its toes; tobacco bosses stand accused of
many things but sloth and inefficiency are not amongst them; which is good from
an investor’s point of view.
The company says that a combination of good operational
performance, effective cash management and a continued focus on reducing costs,
leaves it well placed to build on this positive momentum - sentiments that we
are inclined to agree with.
We and
several other tobacco companies, including the other two largest international
companies – Philip Morris and JT
International – have
worked together to develop new, globally consistent International Marketing
Standards for the appropriate promotion and distribution of tobacco products
world wide. They represent a ‘raising of the bar’, and establish a benchmark
for the industry world wide.
Launched in
September 2001 and building on our existing principles, the International
Marketing Standards set down detailed guidance on all aspects of tobacco
marketing, from print, billboards and electronic media to promotional events,
packaging and sponsorship.
We believe the
Standards will have a real impact in many parts of the world where restrictions
on tobacco marketing are lower, for example, than in the UK or western Europe.
We are inviting more tobacco companies to subscribe to the Standards, and
we aim to work with regulators to see them incorporated into laws or agreements
that ensure effective local implementation.
Central to the
Standards is our long held commitment to ensuring that no marketing activity is
directed at, or particularly appeals to, youth. For example, the Standards make
it absolutely clear that our marketing activities should not appeal to youth or
suggest that smoking enhances popularity or sporting, sexual or
professional success.
New baseline
Our
companies’ adherence to the Standards is covered by a continuous review cycle
involving audit committees, internal audit and local management.
In many parts of
the world, existing laws or voluntary codes fall short of the Standards. We
have now established a common basis for clearly understood marketing practice.
It sets a new baseline for acceptable tobacco marketing worldwide that
significantly ‘raises the bar’. Of course in any countries with even tighter
restrictions, we will abide by the laws and restrictions those countries set.
The new Standards
are part of our commitment to supporting, and helping to deliver, balanced
tobacco regulation that meet society's expectations, while ensuring that adult
consumers can continue making informed choices about a legal product.
Dialogue
In
January 2000 we proposed a Partnership for Change, with 20 practical
suggestions for building constructive dialogue amongst the industry,
government, public health groups and others on tobacco issues, including
marketing.
We aim for the
Marketing Standards to be a further basis for building constructive dialogue.
We seek to consult with stakeholders on the Standards and welcome their views,
including on how best to monitor adherence.
Strategies
So dominating the tobacco market, Imperial Tobacco
pursues an aggressive expansion strategy. Other than its large European market,
the group has taken over the Horizon, John Brandon and Peter Stuyvesant brands,
which has taken it into the Australian and New Zealand markets, and bought out
Tobaccor, the second biggest cigarette producer in Sub-Saharan Africa, giving
it a firm foothold on the African continent and in Madagascar.Finally, Imperial
Tobacco acquired the licence to distribute Marlboro (Philip Morris group) in
the United Kingdom and in 2002 it took over the German cigarette firm (the
world's fourth biggest manufacturer) Reemtsma, thus strengthening its position
in Central and Eastern Europe.
Gareth Davis,
chief executive of the biggest tobacco manufacturer in Britain, Imperial
Tobacco, predicted yesterday that there would be no reduction in the number of
people smoking in England and Wales following the partial ban on smoking in
public spaces, planned by the government for the summer of 2007.
Mr Davis said smokers "were
resilient and adaptable" and would "quickly learn" the lessons
from a smoking ban introduced in Ireland last year. While he attacked proposed
restrictions on smoking in public places in England and Wales contained in the
health bill, Mr Davis welcomed the government's decision to provide some
consumer choice through exemptions for pubs that do not serve food and for the
countries' 20,000 private members' clubs.
Profits rise by 11% at Imperial
Tobacco as chief dismisses ban
· Davis says new law will not stop people
smoking
· Closure of factories helps raise productivity by 15%
Simon
Bowers
Wednesday November 2, 2005
The Guardian
Gareth Davis,
chief executive of the biggest tobacco manufacturer in Britain, Imperial
Tobacco, predicted yesterday that there would be no reduction in the number of
people smoking in England and Wales following the partial ban on smoking in
public spaces, planned by the government for the summer of 2007.
Mr Davis said smokers "were
resilient and adaptable" and would "quickly learn" the lessons
from a smoking ban introduced in Ireland last year. While he attacked proposed
restrictions on smoking in public places in England and Wales contained in the
health bill, Mr Davis welcomed the government's decision to provide some
consumer choice through exemptions for pubs that do not serve food and for the
countries' 20,000 private members' clubs.
"It is
clear that smokers will continue to smoke," Mr Davis said. "There may
be an initial dip in consumption but this will diminish over time."
He was speaking after Imperial
posted an 11% rise, to Ј1.1bn, in underlying pre-tax profit for the year to
September 30 on turnover that was 4% higher at Ј3.1bn - in line with analysts'
expectations. Three factory closures over the year helped raise productivity by
15%, with further cost-cutting announcements, including the closure of the
Rizla factory in Treforest, south Wales, made in September. Shares in the group
closed down 5p at Ј16.15.
In Britain, where Imperial has
44.5% of the market, the group's Lambert & Butler brand kept its leadership
with a 16% share. Richmond, another budget brand launched by Imperial six years
ago, grew its share by 1.5 percentage points to 14.7%.
Mr Davis, who does not accept
that smoking causes lung cancer, repeated claims that the available scientific
research on passive smoking does not suggest it is a major health risk.
"If there is a risk, it is very small," he said.
Mr Davis also pointed to
"the most credible of all surveys", conducted by the Office for
National Statistics, which had found that 71% of those questioned to be opposed
to an outright ban on smoking. He said it was disappointing that politicians in
Scotland, where a total ban will come into force next year, had not paid greater
heed to the survey. "Public opinion [in Scotland] seems to have been
ridden rough-shod over."
He said: "Bans of this sort
affect consumption by between 1% and 2%." Pointing to the Republic of
Ireland, Mr Davis said Imperial sales had experienced a 5% drop in the initial
months of the ban. "But by the time we got to the year-end, it was a 2%
reduction, and now it is slightly rising." Imperial believes the number of
smokers in Ireland has not dropped and remains at 29% of the adult population -
slightly above the proportion in Britain.
Mr Davis said a "litigation
overhang", which had depressed the value of tobacco stocks for more than
15 years, especially because of claims brought by dying smokers in the US,
"had dissipated". However, he insisted the company would not abandon
its policy of avoiding exposure to US markets without "extensive
consultation with our shareholders
http://www.50plushealth.co.uk/index.cfm?articleid=1184
The tobacco industry
Gallaher Ltd, Imperial Tobacco Ltd and Rothmans (UK) Ltd are the main
manufacturers supplying the UK market and are increasing their export trade.
British American Tobacco (BAT), the world's second largest tobacco company, is
based in Britain.
Following the completion of the merger of
BAT with Rothmans, the combined company will have a global market share of 16%,
just behind the US company Philip Morris which has 17% of the world market.
Gallaher produces three of the four
top-selling UK brands: Benson and Hedges, Mayfair, and Silk Cut. Imperial
Tobacco produces the leading UK brand Lambert and Butler. Other brands
produced by Imperial include Superkings, Regal, and Embassy.
Sales
Sales of duty-paid tobacco products in the
UK amounted to 62 billion cigarettes, 2.7 million kg of hand-rolling and pipe
tobacco, and 1 billion cigars in 1999.
This figure is declining as bootlegging and
smuggling increases. In 1998, BAT, one of the largest companies in the UK,
made a profit of Ј1,011 million.
Value
The value of domestic sales for all the
tobacco products listed above amounted to Ј12.1 billion.
Tax
Cigarette taxation in the UK is the highest
in the world, making cigarettes, on average, more than twice as expensive as
elsewhere. People in the UK spend about 12 billion pounds on cigarette
products of which nearly 10 billion is tax.
Advertising and sponsorship
Tobacco sponsorship of sport in the UK is
worth about Ј7.5 million a year. In 1998 a European Union Directive to ban
tobacco advertising was agreed, resulting in a gradual ban on tobacco
advertising and promotion. Point-of-sale advertising will remain subject to
domestic legislation (1998 European Union Tobacco Advertising Directive). By
2006 there will be a complete ban on all tobacco advertising and sponsorship
throughout the EU.
Government funding to stop smoking
In England and Wales the Government has set
aside Ј110 million to help change public attitudes about smoking and reduce its
health toll.
Revenue
The UK Government earned Ј10,305 million in
revenue from tobacco duty and VAT in 1997 - Ј8,390 million in excise duty and
Ј1,915 million in VAT.
Subsidies
The UK contributes to the EU's subsidised
tobacco industry. In 1997 the EU spent Ј998 million ECU (Ј735 million), Ј5,370
for each of the 135,000 tobacco growers. A high proportion of tobacco grown in
Europe is unmarketable and is sold at give-away prices to Eastern Europe and
Africa.
http://www.tobaccopapers.com/pressrelease/index.htm
. These show specific tobacco marketing
strategies undertaken in the UK – highlighting industry aims and methods. They
cover topics including sponsorship, the marketing of tobacco to young people
and discount brands
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