  Ref: market0041 Advertising within the food and tobacco industries has increasingly come under scrutiny in recent years following increased consumer awareness of healthy living and lifestyle changes. The tobacco industry was initially regulated in the 1960s and the food industry has recently seen the implementation of regulation surrounding the television advertising of unhealthy food and drink products on television in 2007. This study attempts to understand the affect that regulation can have upon an industry and the extent that marketing strategies are affected and consequently adapted. In support of secondary research, primary research utilises a methodical triangulation approach, involving semi-structured interviews and questionnaires completed by key individuals within the tobacco and food industries. A comparison is then made between each industry‘s approaches to regulation. Findings from the tobacco industry indicate that following industry regulation, whilst promotion was still utilised, marketing strategies began to focus more closely upon the pricing, placement and product elements of the marketing mix, with key strategies involving building relationships with retailers. Primary research suggests regulations have yet to make much impact upon the food industry and suggest that a reactive approach has been taken by manufacturers in order to comply with regulation, with minimal adaptations to the promotion of food brands visible. Lack of evidence exists to support secondary research which suggests a movement towards the utilisation of underhand promotion techniques‘, rather so food companies continue to promote food products that may be deemed as less healthy‘ by relying on Mum‘s role as a gatekeeper‘ and the chance exposure of children to other mass marketing techniques such as billboard advertising. The study suggests that in order to survive following advertising regulation, food brands must develop stronger brand loyalty as was pertinent in the tobacco industry in order to prevent the reduction in advertising damaging market share. The food industry must also look to focus more heavily on strengthening relationships with suppliers and innovating product offerings in order to develop successful marketing strategies.
Chapter 1: Introduction Introduction to the Study The Tobacco Industry The Food Industry Objectives Organisation of This Study Chapter 2: Literature Review Introduction The Tobacco Industry The Food Industry A Comparison of Approaches Chapter 3: Methodology Introduction Research Question Research Philosophy Research Strategy Research Implementation Ethics Sources of Bias Limitations Analysis of Research Findings Chapter 4: Findings and Comparisons Introduction The Tobacco Industry The Food Industry Chapter 5: Conclusions References Bibliography Appendices How To Order 1. Select reference number market0041 from the dropdown list 2. Click the PayPal button 3. Click the "Click Here" button on the PayPal page to submit your credit/debit card payment 4. We will email your chosen dissertation in PDF format within 24 hours |