2. Marketing Tobacco to Women Amanda Amos, PhD Public Health Sciences Division of Community Health Sciences Medical School University of Edinburgh Autumn 2002

3. ‘Selling tobacco products to women currently represents the single largest product marketing opportunity in the world.’ Kaufman and Nichter 2001

5. Marketing challenges To make cigarettes and smoking: Aspirational (desirable and fashionable) Aspirational (desirable and fashionable) Acceptable (socially and culturally) Acceptable (socially and culturally) Accessible (available and affordable) Accessible (available and affordable) Addictive (long term behaviour) Addictive (long term behaviour)

6. Promotion Smoking has been promoted as being: glamorous sociable glamorous sociable sophisticated relaxing sophisticated relaxing fun calming fun calming romantic emancipated romantic emancipated sexy liberating sexy liberating healthy rebellious healthy rebellious sporty slimming sporty slimming fashionable cool fashionable cool

10. The marketing mix Promotion- eg advertising, sponsorship, brandstretching, product placement Promotion- eg advertising, sponsorship, brandstretching, product placement Product- eg cigarette, pack size Product- eg cigarette, pack size Price- eg range, smuggling Price- eg range, smuggling Place- eg shops, vending machines Place- eg shops, vending machines

11. Marketing and the changing image of female smoking Being bought by men (prostitute) Being bought by men (prostitute) Being like men (lesbian/mannish) Being like men (lesbian/mannish) Being able to attract men (glamourous/sexy) Being able to attract men (glamourous/sexy) Being equal to men (feminism) Being equal to men (feminism) Being your own woman (emancipation) Being your own woman (emancipation) (modified from Greaves 1996) (modified from Greaves 1996)

25. ‘There can be no complacency about the current lower level of tobacco use among women in the world; it does not reflect health awareness, but rather social traditions and women's low economic resources.’ Dr. Gro Harlem Brundtland, Director-General of WHO 1998 [i

26. UPBEAT. Amid the gloomy environment, Tobacco Reporter continued to look for the positive in Asia. And guess what! There are reasons for optimism; 'The situation does not fundamentally change the underlying strengths of the market,' an Indonesian source assures us. Rising per-capita consumption, a growing population and an increasing acceptance of women smoking continue to generate new demand. Tobacco Reporter editorial 1998

40. Question- what have Kim, Benson and Hedges Longer Length and More got in common?... All three brands are calculated to appeal to the growing women’s sector of the cigarette market. Tobacco 1983

51. Acknowledgements I would like to thank Dr Judith Mackay (Hong Kong), Margaretha Haglund (Sweden), Martina Poestchke-Langer (Germany), the journal Tobacco Control, INWAT and the Campaign for Smoke-Free Kids for letting me use some of their examples of tobacco marketing aimed at women.