Greenland Steven J
Faculty of Business and Enterprise, Swinburne University of Technology, Hawthorn, Victoria, Australia.
Tob Control. 2015 Mar;24(e1):e65-71. doi: 10.1136/tobaccocontrol-2013-051055. Epub 2013 Aug 29.
To evaluate cigarette branding strategies used to segment a market with some of the toughest tobacco controls. To document brand variant and packaging portfolios and assess the role played by colour before plain packaging, as well as consider the threat that recently implemented legislation poses for tobacco manufacturers.
Brand variant and packaging details were extracted from manufacturer ingredient reports, as well as a retail audit of Australian supermarkets. Details were also collected for other product categories to provide perspective on cigarette portfolios.
Secondary and primary data sources were analysed to evaluate variant and packaging portfolio strategy.
In Australia, 12 leading cigarette brands supported 120 brand variants. Of these 61 had names with a specific colour and a further 26 had names with colour connotation. There were 338 corresponding packaging configurations, with most variants available in the primary cigarette distribution channel in four pack size options.
Tobacco companies microsegment Australian consumers with highly differentiated product offerings and a family branding strategy that helps ameliorate the effects of marketing restrictions. To date, tobacco controls have had little negative impact upon variant and packaging portfolios, which have continued to expand. Colour has become a key visual signifier differentiating one variant from the next, and colour names are used to extend brand lines. However, the role of colour, as a heuristic to simplify consumer decision-making processes, becomes largely redundant with plain packaging. Plain packaging's impact upon manufacturers' branding strategies is therefore likely to be significant.
评估在一些最严格的烟草控制措施下用于细分市场的香烟品牌策略。记录品牌变体和包装组合，并评估在平装包装之前颜色所起的作用，同时考虑最近实施的立法对烟草制造商构成的威胁。
品牌变体和包装细节从制造商成分报告以及对澳大利亚超市的零售审计中提取。还收集了其他产品类别的详细信息，以便对香烟产品组合有更全面的了解。
对二手和一手数据源进行分析，以评估变体和包装组合策略。
在澳大利亚，12个领先香烟品牌支持120种品牌变体。其中61种有特定颜色的名称，另有26种有颜色含义的名称。有338种相应的包装配置，大多数变体在主要香烟分销渠道中有四种包装尺寸可供选择。
烟草公司通过高度差异化的产品供应和家族品牌策略对澳大利亚消费者进行微观细分，这有助于减轻营销限制的影响。迄今为止，烟草控制对变体和包装组合几乎没有负面影响，它们仍在继续扩大。颜色已成为区分一种变体与另一种变体的关键视觉标识符，颜色名称用于扩展产品线。然而，作为简化消费者决策过程的一种启发式方法，颜色的作用在平装包装下基本变得多余。因此，平装包装对制造商品牌策略的影响可能很大。
