Marketing strategies used by various international tobacco companies in Taiwan

The transnational tobacco companies in Taiwan have been constantly experimenting new methods in selling cigarettes to adolescents. Although the new and stricter Tobacco Hazard Prevention Act has already been in place for two years, the war against big tobacco companies in protecting the younger generations is still an uphill battle. Determines to create loopholes in today's anti-tobacco regulations, the major tobacco companies in Taiwan have been shamelessly utilizing the following methods in their endeavors of recruiting more future customers: (1) sponsoring youth oriented parties at nightclubs to promote new tobacco products (Philip Morris); (2) setting up tobacco production plants to manufacture cheaper cigarettes (Emperor Tobacco Group); (3) using tobacco packaging as promotional tools (British American Tobacco); (4) linking tobacco company images with environmental protection issues and public interest affairs (Japan Tobacco International); and (5) employing cultural and traditional characteristics to attract local youths (Taiwan Tobacco & Liquor Cooperation), etc. This paper reviews most of the major marketing maneuvers utilized by the tobacco companies in Taiwan as well as the effectiveness of the counter measures resorted to by the relevant NGOs and governmental agencies. Taiwan has been considered by some as an experimental site for international tobacco companies to compete in the Greater Chinese market and perhaps other similar Asia countries, hence the analysis of those marketing strategies could provide useful references.