The Menthol Marketing Mix: Targeted Promotions For Focus Communities in the United States
The Menthol Marketing Mix: Targeted Promotions For Focus Communities in the United States
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DOI：
10.1093/ntr/ntq201
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发表时间：
2010-12-01
影响因子：
4.7
通讯作者：
Crawford, George
中科院分区：
文献类型：
--
作者：
Cruz, Tess Boley;Wright, La Tanisha;Crawford, George
这项研究分析了烟草行业针对以黑人为主的城市人口的薄荷醇营销策略。数据来自对布朗&威廉姆森烟草公司前贸易营销经理的采访，烟草行业关于城市地区Kool促销的文件，以及关于烟草市场的公共卫生文献。烟草公司认识到薄荷醇在这些城市社区的增长潜力。他们有更高水平的价格折扣和标志，对零售环境实施严格控制，并使用嘻哈生活方式将薄荷产品与城市夜生活、音乐、名气和年轻吸烟者的文化急躁联系在一起。烟草公司认为，尽管美国其他地区的销售额下降，但城市黑薄荷市场是为数不多的能够增加销售额的市场之一。因此，这一群体被激烈而综合的营销水平所包围。我们需要强有力的监测、监管和执法努力，以打击该行业在城市环境中在多个层面上使用薄荷醇。
This study analyzes tobacco industry menthol marketing strategies aimed at urban predominantly Black populations.Data are drawn from an interview with a former Brown & Williamson Tobacco Company trade marketing manager, tobacco industry documents on Kool promotions in urban areas, and public health literature on tobacco marketing.Tobacco companies recognize the growth potential for the menthol segment in these urban communities. They have higher levels of price discounts and signage, exert tight controls over the retail environment, and use hip-hop lifestyle to associate menthol products with urban nightlife, music, fame, and cultural edginess among younger smokers.Tobacco companies regard the urban Black menthol segment as one of the few markets in which they can grow sales despite declines elsewhere in the United States. Consequently, this population is surrounded by intense and integrated levels of marketing. We need strong monitoring, regulation, and enforcement efforts that will counter the industry's use of menthol at multiple levels in urban environments.