Department of Health Behavior, Roswell Park Cancer Institute, Buffalo, NY.
Department of Health Education and Behavioral Science, Rutgers University School of Public Health, New Brunswick, New Jersey, USA NJ.
Nicotine Tob Res. 2018 May 3;20(6):775-778. doi: 10.1093/ntr/ntx140.
Pall Mall gained significant brand share in the cigarette market between 2002 and 2013. We sought to determine whether demographic shifts occurred among the participants reporting Pall Mall as their usual brand during this time span.
We examined National Survey of Drug Use and Health (NSDUH) data from 2002-2014. Demographic characteristics included age, education, ethnicity, income, and cigarette use (cigarettes per day, daily/non-daily smoking, and nicotine dependence). We also examined RJ Reynolds investor reports and shareholder documents to determine the impact of tobacco marketing on the growth of Pall Mall.
Over 2002-2014, Pall Mall has gained among smokers 26 to 34 years of age. More Pall Mall smokers in 2014 report higher incomes (over $75000), and also report lower scores on measures of cigarette dependence, compared to 2002. Pall Mall smokers over time seem to share characteristics of premium cigarette brands smokers.
The profile of the typical Pall Mall smoker has changed as the brand has gained market share. An association exists between brand positioning and economic forces, which has contributed to an increase in the market share for Pall Mall.
It is well known that cigarette marketing drives the sale of tobacco products. The growth in the market share of Pall Mall serves as an excellent example to demonstrate how economic uncertainty paired with brand positioning and advertising worked together to serve as a catalyst for the rapid growth observed for this brand. This paper also looked at various demographic changes that occurred among Pall Mall smokers over a 12 year period and compared them to smokers of all other cigarette brands. The results of this analysis demonstrate the importance of monitoring trends over time among cigarette smokers.
在 2002 年至 2013 年间，Pall Mall 在卷烟市场获得了显著的市场份额。我们试图确定在此期间报告经常使用 Pall Mall 品牌的参与者中是否发生了人口结构变化。
我们检查了 2002 年至 2014 年的国家药物使用和健康调查（NSDUH）数据。人口统计学特征包括年龄、教育程度、种族、收入以及吸烟情况（每天吸烟的支数、每日吸烟/非每日吸烟和尼古丁依赖程度）。我们还检查了 RJ Reynolds 的投资者报告和股东文件，以确定烟草营销对 Pall Mall 增长的影响。
在 2002 年至 2014 年间，Pall Mall 在 26 至 34 岁的吸烟者中获得了增长。与 2002 年相比，2014 年更多的 Pall Mall 吸烟者报告收入较高（超过 75000 美元），并且尼古丁依赖程度的评分也较低。随着时间的推移，Pall Mall 的吸烟者似乎具有优质卷烟品牌吸烟者的特征。
随着品牌获得市场份额，典型 Pall Mall 吸烟者的特征发生了变化。品牌定位和经济力量之间存在关联，这导致 Pall Mall 的市场份额增加。
众所周知，卷烟营销推动了烟草产品的销售。Pall Mall 市场份额的增长是一个很好的例子，说明了经济不确定性与品牌定位和广告相结合如何成为该品牌快速增长的催化剂。本文还研究了在 12 年期间 Pall Mall 吸烟者发生的各种人口结构变化，并将其与所有其他卷烟品牌的吸烟者进行了比较。对这一分析结果表明，监测吸烟者随时间变化的趋势非常重要。
