Phillip Morris Changing Marketing Strategies As a Result...

Introduction By the middle of 20th century being a smoker was a synonym of being cool, modern and chic, and a cigarette became a symbol of a good and successful life, largely promoted through movies and advertising. As the time passed, the negative health effects associated with cigarettes had become apparent, the society became aware of harmful effects of smoking, its addictiveness, the toxicity of tar; Western governments have shifted away from undisguised support of the tobacco industry towards an emphasis on population health interests, and in the 1990s, the future of the largest tobacco company in the world, Philip Morris was put under a question. The company desperately needed a new image and a new business strategy. The year†¦show more content†¦This directive suggested that pictorial health warnings would cover 75% of the front and back of a cigarette pack. Another part of this directive included the ban for all flavored tobacco products, including menthol, vanilla and strawberry, as well as the ban on slim cigarettes and even slim packs. Apart from that, this legislation could lead to e-cigarettes being sold as medications under pharmaceutical legislation. For now, the set of those new directives can be postponed for a couple of years, but they can not be delayed forever. How will the company respond to these new regulations when they eventually take place? Warnings and Labeling on the Package Health warnings are considered to be effective; the warnings itself takes more then a half of the cigarette pack. The picture or a warning should deliver a message and the possible risks associated with smoking. In 2001 the text warnings became mandatory in the EU, and since then the majority of the governments had taken the same measures to prevent, or at least, to discourage smoking. Apart from that new regulation, starting from 2006, US District Court obliged the tobacco companies to stop marketing some of their products as light or low tar, as the consequences of smoking were negative, no matter if a person smokes light or regular cigarettes. Warning itself became quite a common thing, but some governmentsShow MoreRelatedCase Studies67624 Words   |  271 PagesCASE 5 CASE 6 CASE 7 ABB in China, 1998 C-16 Ansett Airlines and Air New Zealand: A flight to oblivion? C-31 BP–Mobil and the restructuring of the oil refining industry C-44 Compaq in crisis C-67 Gillette and the men’s wet-shaving market C-76 Incat Tasmania’s race for international success: Blue Riband strategies C-95 Kiwi Travel International Airlines Ltd C-105 CASE 8 Beefing up the beefless Mac: McDonald’s expansion strategies in India: C-120 CASE 9 Nucor Corporation and the US steel industryRead MoreStrategic Human Resource Management View.Pdf Uploaded Successfully133347 Words   |  534 PagesVIEW Strategic Human Resource Management Taken from: Strategic Human Resource Management, Second Edition by Charles R. Greer Copyright  © 2001, 1995 by Prentice-Hall, Inc. A Pearson Education Company Upper Saddle River, New Jersey 07458 Compilation Copyright  © 2003 by Pearson Custom Publishing All rights reserved. This copyright covers material written expressly for this volume by the editor/s as well as the compilation itself. It does not cover the individual selections herein thatRead MoreHuman Resources Management150900 Words   |  604 PagesCHAPTER 1 Changing Nature of Human Resource Management After you have read this chapter, you should be able to: ââ€"  Identify four major HR challenges currently facing organizations and managers. List and define each of the seven major categories of HR activities. Identify the three different roles of HR management. Discuss the three dimensions associated with HR management as a strategic business contributor. Explain why HR professionals and operating managers must view HR management as anRead MoreFundamentals of Hrm263904 Words   |  1056 PagesAssociate Publisher Executive Editor Senior Editoral Assistant Marketing Manager Marketing Assistant Production Manager Senior Production Editor Freelance Development Editor Senior Designer Interior Design Senior Media Editor Senior Photo Editor Production Management Cover Design Cover Credit George Hoffman Lise Johnson Sarah Vernon Amy Scholz Laura Finley Dorothy Sinclair Sandra Dumas Susan McLaughlin Kevin Murphy Laura Ierardi Allison Morris Hilary Newman mb editorial services David Levy  ©Michael Eudenbach/Getty