Assume that this promotional campaign had been undertaken in your country by a major local cigarette marketing company, elaborate on any TWO specific environment forces, groups and /or agencies that would likely have an interest in this matter. In August 2007, American Tobacco Company, one of the world's leading marketers oftobacco products including cigarettes began a promotion in the USA that included sendingdirect mails to teens and young adults on their birthdays. The campaign, titled "Drinks onUs," included a birthday greeting card as well as a set of drink coasters on which severalrecipes were printed for making many different concoctions of alcoholic beverages. The drinkrecipes were mixed drinks of fairly high alcoholic content and included many well-knownbrands such as Smirnoff, Jack Daniels, Grey Goose and Absolut Vodka. With the recipe onone side of the coaster, the flip side included a tag line switch phrases such as “Go 'tillDaybreak," and Make Sure You're Sitting." From the start the promotion was fraught with problems, coming under attack from a rangeof interest groups. Firstly, the promotion came under heavy scrutiny and started receivinglegal challenges from the State Attorney Generals in several states, a host of public advocacygroups, parents and the even the alcohol distillers themselves, who were owners of the liquorbrands which were featured in the recipes. The Attorney Generals, parents and advocacygroups said the promotion endorsed and promoted heavy drinking among vulnerable groups,especially teens, and many of the recipes could be considered deceptive and misleading. Fortheir part, the distillers were angry, because their brands and products were being promotedwithout their permission and consent. In addition, the distillers argued that the promotion hadnothing to do with alcohol, since American Tobacco only marketed cigarettes. Even then,they further argued, its actions violated the alcohol industry advertising code, which prohibitsmarketing practices that encourages excessive drinking particularly among underage groups.Even competitors to American Tobacco Company voiced their concerns about what theywere termed the "under handed" method that was it was using to garner support for itsproducts among customers.These competitors on hearing the mounting howls of public criticism and fearing possiblelegal actions, promptly cancelled the promotion and issued a series of public apologies for itsactions. Eventually, the public criticism died down and no legal actions were taken against it,but the actions of American Tobacco brought into sharp focus, the judgment of its marketingdepartment and their appreciation for the many environmental actors and forces that may beaffected by its marketing programmes.

This scenario involves a complex interplay of external environmental forces, various interest groups…

Assume that this promotional campaign had been undertaken in your country by a major local cigarette marketing company, elaborate on any TWO specific environment forces, groups and /or agencies that would likely have an interest in this matter.

Assume that this promotional campaign had been undertaken in your country by a major local cigarette marketing company, elaborate on any TWO specific environment forces, groups and /or agencies that would likely have an interest in this matter.

Understanding Business

12th Edition

ISBN:9781259929434

Author:William Nickels

Publisher:William Nickels

Chapter1: Taking Risks And Making Profits Within The Dynamic Business Environment

Section: Chapter Questions

Problem 1CE

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