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Tobacco groups challenge Australia’s new law

Tobacco groups challenge Australia’s new law. GROUP 1 : Soraya Hajji, Rosalie Madec , Bao Quang , Marie Samba, Qian Wang . Legislation. Content : New law in Australia requiring cigarettes to be sold in plain and unbranded packages Objective : Reducing the number of smokers

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Tobacco groups challenge Australia’s new law

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  1. Tobacco groups challenge Australia’s new law GROUP 1 : Soraya Hajji, Rosalie Madec,BaoQuang, Marie Samba, QianWang

  2. Legislation • Content : New law in Australia requiring cigarettes to be sold in plain and unbranded packages • Objective : Reducing the number of smokers • Underlying assumptions : • “Plain packaging means that the glamour is gone from smocking” – Nicola Roxon • Young people won’t be encouraged to start smoking because the packaging won’t be “a piece of art” • Industry branding and packaging design can mislead consumers about the harms of smoking , make smoking more appealing, and reduce the effectiveness of health warnings on tobacco products

  3. Reactions Demand of the suspension of the law from the 40% Australian’s owner of the tobacco market Financial compensations from the 40% Australian’s owner of the tobacco market Fear of the impact on the small producers Counterfeiters will be able to fake the products more easily British American Tobacco filed its separate legal action The legislation violates both Australian law and the bilateral investment treaty between Australia and Honk Kong, according to Philip Morris Not demonstrated that the legislation will help reducing smoking

  4. Results British American Tobacco, Philip Morris, Imperial Tobacco and Japan Tobacco’s legal actions were rejected by the Australian Court It worsens the general image of the act of smoking The number of calls to the Quitline, Australia’s smoking cessation support service have increased considerably since the law entered into force

  5. Marketing conclusions Harder to identify the brand of the product at first-sight  lower brand image of the biggest companies Challenge to the tobacco industry : it has taken aggressive and high profile measures , so the impact on sales must be significant Other countries are waiting on the results in order to apply the same legislation  International challenge The packaging is over-represented in the balance of the 4Ps of tobacco product.

  6. Example 1 • Muslim countries: women are not allowed to show their hair • Shampoo companies figured out some other marketing strategies. Other qualities of the shampoo such as aroma and comfort after usage are more emphasized. • The advertisement of Sunsilk in muslin countries: http://www.tudou.com/programs/view/5bhzAMWd5-Q/

  7. Example 2 • Alcohol advertisement in France: illegal advertising for alcoholic drinks on the Internet, and restrictions on the content of TV commercials. • Alcohol companies hold interesting activities to get their names known • Martini: redball project

  8. Thank you for your attention !

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