How to Use the Package in the Tobacco Products to Communicate in the Plain Pack Era?

• Type: Article in International Scientific Journal
• Date: 2019-12-31

Authors

Amélia Brandão (Author) FEP; Jorge Cidade (Author) Other; Gisela ALves (Author) Other

Journal

Title: International journal of marketing, communication and new media

Vol. 7

Pages: 50-71

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Authenticus ID: P-00R-JN2

Abstract (EN): The new plain cigarette pack legislation currently advised to all European Union members impacts on the standardization of the size, shape, colors and lettering of the cigarette pack. So, the package communication faces restrictions in the tobacco industry. To the tobacco companies' marketeers, it is important to understand the impact of this new reality in a more efficient way, so that they communicate with consumers. This paper aims to contribute to the emerging literature on the role of tobacco products packaging, by providing a clearer explanation of what tobacco packaging means in consumer communication. This research intends to understand consumer behavior and explore possible new ways of communication, considering the new communication restrictions. A qualitative methodology was employed, with semi-structured interviews, targeting six Marketing decision makers on the fourth top international companies on tobacco industry. The interviews were transcribed and examined following the principles of the thematic content analysis. In this investigation, it was concluded that the packaging is a factor with a huge impact on consumer choice, particularly in Fast-Moving Consumer Goods (FMCG) and plays a key role in brand differentiation at the point of sale. Regarding tobacco product packaging, it was proved that plain packs have negative impact on brand value communication and retailers are a key player in the communication with consumers.

Language: English

Type (Professor's evaluation): Scientific

No. of pages: 22