The companies are now being faced with new restrictions on where they are able to sell their product. The large cigarette displays behind the counter of any given pharmacy are also an important part of the promotional package for most cigarette companies. Furthermore, the ban of tobacco sales on college campuses illustrates a commitment towards limiting access to tobacco products for all young people, not just those who are underage.
The ban is the first step in limiting where tobacco products can be sold. What this means for tobacco companies is that their marketing efforts will now need to incorporate information about where to obtain the product. At present, tobacco companies generally focus their advertising efforts on brand-building, a function of the strong brand loyalty that cigarette brands engender. However, companies must now work to keep their distribution channels intact. They must also be able to communicate to their consumers about these channels, if access to their products are going to be further restricted.
Point of purchase marketing is also impacted. The ubiquitous displays behind the counters of many pharmacies and other tobacco retailers are an important part of the marketing mix for tobacco companies, since they provide a powerful visual stimulus. When Walgreen's left the empty tobacco stands in the wake of the Boston regulations, this can be viewed as a symbolic protest gesture. The marketing remains, even if the sales are banned. However, in time the tobacco companies will need to find new ways of reaching their audience without the exposure they get from their point-of-purchase advertising in pharmacies.
Lastly, the ban that Boston enacted on selling tobacco products on college campuses marks a move towards restricting access to tobacco products, even for of-age young consumers. This ban is the most discouraging for tobacco companies. They now find their capacity to market to impressionable young consumers further curtailed. Again, this ban will also result in a corresponding decrease in point-of-purchase signage as well. Marketers must now replace this access by ensuring that their products are available at locations immediately adjacent to campuses. They can also shift marketing to publications that are available on campus, which will help them maintain interest in the marketplace in the absence of availability.
Conclusions
The ban that Boston has put into place...
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