242562 Marketing strategies used by various international tobacco companies in Taiwan

Tuesday, November 1, 2011

Sea-Wain Yau , Chief Executive Officer, John Tung Foundation, Taipei, 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.

Learning Areas:
Public health or related laws, regulations, standards, or guidelines

Learning Objectives:
Compare and analyze the marketing strategies used by various international tobacco companies in Taiwan.

Keywords: Tobacco Industry, Tobacco Legislation

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am the CEO of the John Tung Foundation which has been the major force in advocating tobacco control in Taiwan.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.