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How Do Amendments In The Regulatory Environment Affect Marketing Strategies For Tobacco And Food Companies?

Ref: market0041

Advertising within the food and tobacco industries has increasingly come under scrutiny in recent years following increased consumer awareness of healthy living and lifestyle changes. The tobacco industry was initially regulated in the 1960s and the food industry has recently seen the implementation of regulation surrounding the television advertising of unhealthy food and drink products on television in 2007. This study attempts to understand the affect that regulation can have upon an industry and the extent that marketing strategies are affected and consequently adapted. In support of secondary research, primary research utilises a methodical triangulation approach, involving semi-structured interviews and questionnaires completed by key individuals within the tobacco and food industries. A comparison is then made between each industry‘s approaches to regulation. Findings from the tobacco industry indicate that following industry regulation, whilst promotion was still utilised, marketing strategies began to focus more closely upon the pricing, placement and product elements of the marketing mix, with key strategies involving building relationships with retailers. Primary research suggests regulations have yet to make much impact upon the food industry and suggest that a reactive approach has been taken by manufacturers in order to comply with regulation, with minimal adaptations to the promotion of food brands visible. Lack of evidence exists to support secondary research which suggests a movement towards the utilisation of underhand promotion techniques‘, rather so food companies continue to promote food products that may be deemed as less healthy‘ by relying on Mum‘s role as a gatekeeper‘ and the chance exposure of children to other mass marketing techniques such as billboard advertising. The study suggests that in order to survive following advertising regulation, food brands must develop stronger brand loyalty as was pertinent in the tobacco industry in order to prevent the reduction in advertising damaging market share. The food industry must also look to focus more heavily on strengthening relationships with suppliers and innovating product offerings in order to develop successful marketing strategies.

  • 10,000 words – 78 pages in length
  • Excellent use of literature
  • Good in depth analysis
  • Includes interview transcripts
  • Well written throughout
  • Ideal for marketing students

1: Introduction
Introduction to the Study
The Tobacco Industry
The Food Industry
Objectives
Organisation of This Study

2: Literature Review
The Tobacco Industry
The Food Industry
A Comparison of Approaches

3: Methodology
Research Question
Research Philosophy
Research Strategy
Research Implementation
Ethics
Sources of Bias
Limitations
Analysis of Research Findings

4: Findings and Comparisons
The Tobacco Industry
The Food Industry

5: Conclusions

References

Bibliography

Appendices



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