marketing na indústria tabagista
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The Marketing Tactiles used by Tobacco Companies - As Táticas de Marketing usadas pela Indústria TabagistaTRANSCRIPT
Marketing na Indústria Tabagista
Dr. Marcos NascimentoProfessor de Medicina
PUCPREditor do site
http://pulmaosa.com.br
By PresenterMedia.com
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Bull Durham Smoking Tobacco, c. 1870 WD & HO Wills, c. 1840s
Egyptienne Luxury Cigarettes, c. 1900
Marketing and Advertising
2010 © Dr. Marcos Nascimento,MD
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Tobacco
Text source: Encyclopedia Britannica. (1999); Image source: Wikimedia Commons. (2007). Permission granted for educational use.
Any of numerous species of Nicotiana or the cured leaves of several of the species that are used after processing in various ways for smoking, snuffing, chewing, and extracting nicotine
Cultivated tobacco (Nicotiana tabacum)
Wild tobacco (Nicotiana rustica)
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Propaganda & Marketing em cigarros começaram antes destas profissões existirem
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INGESTÃO ORAL-XAROPE
TABACO:FORMAS DE CONSUMO
FUMANDO
RAPÉ
MASCANDO
ENEMAS
OUTRAS FORMAS
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Globalização do Tabaco
1530: Europeus começam cultivo em Santo Domingo
1556–59: França, Espanha, Portugal,& Japão
1612: John Rolfe plantação comercial na Virginia -USA
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Saúde X Tabaco
King James on smoking“Smoking is a custom loathsometo the eye, hateful to the nose, harmful to the brain, dangerousto the lungs, and in the black, stinking fume thereof nearestresembling the horrible Stygian smoke of the pit that is bottomless.”
King James on passive smoking“The wife must either take upsmoking or resolve to live in a perpetual stinking torment.”
T Text source: King James I. (1604). A Counterblaste to Tobacco; Image source: Reprinted with permission f from Tobacco BBS. (2001).
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1619: Escravos Africanos na Virginia
1710: Russia :Pedro, o grande encoraja a corte a fumar Europeus
Global Spread of Tobacco
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Bull Durham Smoking Tobacco, c. 1870 WD & HO Wills, c. 1840s
Egyptienne Luxury Cigarettes, c. 1900
Marketing and Advertising
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Industrialização do Cigarro
1852: Fósforos
1880: Bonsack
1912: Caixa de fósforos Diamond Co.
1913: Nasce a“moderna” Industria: R.J. Reynolds lança a marca Camel
Image sources: Wikimedia Commons. (2007). Permission granted for educational use; Institute for Global Tobacco Control.
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1854: Philip Morris Londres
1874: Washington Duke 1ª Fábrica
1884: J.B. Duke contrata Bonsack
1899: R.J. Reynolds incorporada
Foundations of Modern Industry
Image source: Duke University Rare Book, Manuscript, and Special Collections. Permission granted for educational use.
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1910: Duke’s American Tobacco Co. controls 92% of world tobacco business
1911: Supreme Corte dissolve Duke’s trust; American Tobacco, R.J. Reynolds, Liggett and Myers, Lorillard, and British American Tobacco crescem
1930–1940: Dobra consumo cigarro USA
Foundations of Modern Industry
Source: Tobacco Documents Online (TobaccoDocuments.org). Permission granted for educational use.
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The Modern Cigarette
“ What the [tobacco] industry wants people to believe is that a cigarette is nothing but a natural product grown in the ground, ripped out, stuffed in a piece of paper and served up. It's not. It’s a meticulously engineered product. The purpose behind a cigarette . . . is to deliver nicotine—an addictive drug.”
— Jeffrey Wigand
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COMO VENDER PRODUTO?
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1920
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1930
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1940
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1940-1950
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1950-1960
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Marketing
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CRIANÇAS & JOVENS
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http://legacy.library.ucsf.edu/tid/eyn18c00RJ Reynolds (1984
est.)
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Marketing = Juventude
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Táticas
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http://legacy.library.ucsf.edu/tid/tqq46b00
RJ Reynolds (1984)
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PONTOS DE VENDA
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PONTOS DE VENDA
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Número de pontos de venda de cigarros aumenta perto das escolas Em SP, pesquisa Datafolha constata que 70% dos pontos de venda de tabaco ficam nas redondezas das escolas; segundo consultora da OMS, situação é a mesma em países como Canadá, EUA e Austrália Folha de São Paulo, 20 agosto 2010
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ESPORTES
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Racing is one of their
largest markets…In America, it is the:– Largest live spectator sport– Second most watched sport on TV
Brand LoyaltyMore than 70% of NASCARfans prefer NASCARsponsors’ products over nonsponsors’products…justbecause they sponsorNASCAR
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MULHERES
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Virginia Slims, “You’ve come a long way baby” campaign, U.S.A. (1970s) Winston, JTI, South
Africa
Lucky Strike, Czech Republic and Spain (2005)
187M (2002) 532M (2025)
Encorajando Mulheres a Fumar
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http://legacy.library.ucsf.edu/tid/hhe23f00
Brown & Williamson (1985)
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Cigarros com Sabores
Source: Institute for Global Tobacco Control. (2007).
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CIGARROS LIGHT
Ventilation holes
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1978: Philip Morris: “Women make up themajority of low tar smokers. Almost half of all women have switched to low tar.”10 Years later: nearly 70% of low tar smokers are female !!!
By 1987 Lung cancer surpassed breastcancer as the leading cause of cancerdeaths among women.
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CAMEL Nº 9
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Curitiba
© 2009 PULMÃO S.A.
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Curitiba: Pais fumantes
INCA/ © 2010 PULMÃO S.A.
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Cigarro até os 13?
© 2010 PULMÃO S.A.
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Indústria Filmes
Mr. Bob KovoloffAssociated Film Promotion10100 Santa Monica Blvd.Los Angeles, CA 90067Dear Bob:As discussed, I guarantee that I will use Brown & Williamson tobacco products in no less than five feature films.It is my understanding that Brown & Williamson will pay a fee of $500,000.00.Hoping to hear from you soon;Sincerely,Sylvester Stallone
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CONTRA MARKETING
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Texas Department of Health
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CONTRA MARKETING ZOO LÓGICO?PULMAOSA.COM.BR
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Obrigado
DR. MARCOS NASCIMENTOPROFESSOR MEDICINA PUCPRhttp://pulmaosa.com.br