Marketing Na Indústria Tabagista

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The Marketing Tactiles used by Tobacco Companies - As Táticas de Marketing usadas pela Indústria Tabagista

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Marketing Na Indústria Tabagista

  1. 1. Marketing na Indústria Tabagista Dr. Marcos Nascimento Professor de Medicina PUCPR Editor do site http://pulmaosa.com.br By PresenterMedia.com
  2. 2. Marketing and Advertising Bull Durham Smoking Tobacco, c. 1870 WD & HO Wills, c. 1840s Egyptienne Luxury Cigarettes, c. 1900 2010 © Dr. Marcos Nascimento,MD
  3. 3. 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)
  4. 4. Propaganda & Marketing em cigarros começaram antes destas profissões existirem
  5. 5. <ul><li>INGESTÃO ORAL-XAROPE </li></ul>TABACO:FORMAS DE CONSUMO <ul><li>FUMANDO </li></ul><ul><li>RAPÉ </li></ul><ul><li>MASCANDO </li></ul><ul><li>ENEMAS </li></ul><ul><li>OUTRAS FORMAS </li></ul>
  6. 6. Globalização do Tabaco <ul><li>1530: Europeus começam cultivo em Santo Domingo </li></ul><ul><li>1556–59: França, Espanha, Portugal,& Japão </li></ul><ul><li>1612: John Rolfe plantação comercial na Virginia -USA </li></ul>
  7. 7. Saúde X Tabaco <ul><li>King James on smoking </li></ul><ul><ul><li>“ Smoking is a custom loathsome to the eye, hateful to the nose, harmful to the brain, dangerous to the lungs, and in the black, stinking fume thereof nearest resembling the horrible Stygian smoke of the pit that is bottomless.” </li></ul></ul><ul><li>King James on passive smoking </li></ul><ul><ul><li>“ The wife must either take up smoking or resolve to live in a perpetual stinking torment.” </li></ul></ul>T Text source: King James I. (1604). A Counterblaste to Tobacco ; Image source: Reprinted with permission f from Tobacco BBS. (2001).
  8. 8. Global Spread of Tobacco <ul><ul><li>1619: Escravos Africanos na Virginia </li></ul></ul><ul><ul><li>1710: Russia :Pedro, o grande encoraja a corte a fumar  Europeus </li></ul></ul>
  9. 9. Marketing and Advertising Bull Durham Smoking Tobacco, c. 1870 WD & HO Wills, c. 1840s Egyptienne Luxury Cigarettes, c. 1900
  10. 10. Industrialização do Cigarro <ul><li>1852: Fósforos </li></ul><ul><li>1880: Bonsack </li></ul><ul><li>1912: Caixa de fósforos </li></ul><ul><li>Diamond Co. </li></ul><ul><li>1913: Nasce a“moderna” Industria: R.J. Reynolds lança a marca Camel </li></ul>Image sources: Wikimedia Commons. (2007). Permission granted for educational use; Institute for Global Tobacco Control.
  11. 11. Foundations of Modern Industry <ul><li>1854: Philip Morris  Londres </li></ul><ul><li>1874: Washington Duke 1ª Fábrica </li></ul><ul><li>1884: J.B. Duke contrata Bonsack </li></ul><ul><li>1899: R.J. Reynolds incorporada </li></ul>Image source: Duke University Rare Book, Manuscript, and Special Collections. Permission granted for educational use.
  12. 12. Foundations of Modern Industry <ul><li>1910: Duke’s American Tobacco Co. controls 92% of world tobacco business </li></ul><ul><li>1911: Supreme Corte dissolve Duke’s trust; American Tobacco, R.J. Reynolds, Liggett and Myers, Lorillard, and British American Tobacco crescem </li></ul><ul><li>1930–1940: Dobra consumo cigarro USA </li></ul>Source: Tobacco Documents Online (TobaccoDocuments.org). Permission granted for educational use.
  13. 13. The Modern Cigarette <ul><li>“ 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.” </li></ul><ul><li>— Jeffrey Wigand </li></ul>
  14. 14. COMO VENDER PRODUTO?
  15. 15. 1920
  16. 16. 1930
  17. 17. 1940
  18. 18. 1940-1950
  19. 19. 1950-1960
  20. 20. Marketing
  21. 21. CRIANÇAS & JOVENS
  22. 22. http://legacy.library.ucsf.edu/tid/eyn18c00 RJ Reynolds (1984 est.)
  23. 23. Marketing = Juventude
  24. 24. Táticas
  25. 25. http://legacy.library.ucsf.edu/tid/tqq46b00 RJ Reynolds (1984)
  26. 26. PONTOS DE VENDA
  27. 27. PONTOS DE VENDA
  28. 28. 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
  29. 29. ESPORTES
  30. 30. ESPORTE <ul><li>Racing is one of their </li></ul><ul><li>largest markets… </li></ul><ul><li>In America, it is the: </li></ul><ul><li>– Largest live spectator sport </li></ul><ul><li>– Second most watched sport on TV </li></ul><ul><li>Brand Loyalty </li></ul><ul><li>More than 70% of NASCAR </li></ul><ul><li>fans prefer NASCAR </li></ul><ul><li>sponsors’ products over nonsponsors’ </li></ul><ul><li>products…just </li></ul><ul><li>because they sponsor </li></ul><ul><li>NASCAR </li></ul>
  31. 31. MULHERES
  32. 32. Encorajando Mulheres a Fumar 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)
  33. 33. http://legacy.library.ucsf.edu/tid/hhe23f00 Brown & Williamson (1985)
  34. 34. Cigarros com Sabores Source: Institute for Global Tobacco Control. (2007).
  35. 35. CIGARROS LIGHT Ventilation holes
  36. 36. 1978: Philip Morris: “Women make up the majority 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 breast cancer as the leading cause of cancer deaths among women.
  37. 37. CAMEL Nº 9
  38. 38. Curitiba © 2009 PULMÃO S.A.
  39. 39. Curitiba: Pais fumantes INCA/ © 2010 PULMÃO S.A.
  40. 40. Cigarro até os 13? © 2010 PULMÃO S.A.
  41. 41. Indústria  Filmes <ul><li>Mr. Bob Kovoloff </li></ul><ul><li>Associated Film Promotion </li></ul><ul><li>10100 Santa Monica Blvd. </li></ul><ul><li>Los Angeles, CA 90067 </li></ul><ul><li>Dear Bob: </li></ul><ul><li>As discussed, I guarantee that I will use Brown & Williamson tobacco products in no less than five feature films. </li></ul><ul><li>It is my understanding that Brown & Williamson will pay a fee of $500,000.00. </li></ul><ul><li>Hoping to hear from you soon; </li></ul><ul><li>Sincerely, </li></ul><ul><li>Sylvester Stallone </li></ul>
  42. 42. CONTRA MARKETING
  43. 43. Texas Department of Health
  44. 44. CONTRA MARKETING ZOO LÓGICO? PULMAOSA.COM.BR
  45. 46. Obrigado <ul><li>DR. MARCOS NASCIMENTO </li></ul><ul><li>PROFESSOR MEDICINA PUCPR </li></ul><ul><li>http://pulmaosa.com.br </li></ul>

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