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package, (10) filter-tip type (standard, charcoal, or hard
plastic), and (11) graphic designs.
In part, imagery sells cigarettes. The imagery that sells
cigarettes includes imagery that projects the experience of using
the product (e.g., smooth or light) and imagery that projects
characteristics attractive to the targeted consumer group (e.g.,
masculine or sociable). Such imagery significantly influences
consumers' decisions about which brand to smoke. Other products
for which imagery is a substantial factor in consumers'
purchasing decisions include perfume, automobiles, and alcoholic
beverages. Such products are often described as “image”
products.
The cigarette package is particularly important in selling
cigarettes because (1) some cigarette products differ little or
not at all in their physical attributes and are distinguished
primarily or entirely by the imagery associated with them and
(2) the smoker and those around the smoker see the package
numerous times a day.
D. Reynolds' Marketing Activities
Reynolds regularly and continuously engages in marketing
activities with respect to its cigarette products. Reynolds
proceeds in three broad steps to accomplish its marketing
activities: (1) determining product position, (2) developing a
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Last modified: May 25, 2011