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E-Cigs: Stereotypes And The Differences In Print Advertising

449 Words2 Pages

E-cigs are rapidly growing in popularity. Over 21% of the 18-24 year old demographic had used an e-cig in 2013. All other age groups showed increases in use as well, making this a product in its growth stage of development. As expected of a growing product line, e-cigs are being aggressively promoted. The differences in regulation domestically on advertising mean that e-cigs can be marketed in print advertising. These print ads show strong evidence of product differentiation resulting from different marketing strategies, again, an indication that this is a growth market. Many of the print advertisements for e-cigs are reminiscent of the now banned print cigarette ads from the past. This should not be surprising as symbols such as the Marlborough man still resonate in society. As different e-cig brands position …show more content…

Regardless, for the time being, they are all growth markets in a business that in many parts of the world has reached maturity, if not decline.
Value chain analysis

A value chain describes the development of a consumer product by tracking how a single commodity is transformed from materials, production, trading and processing through the consumption process. The most feasible approach to studying value chains is to choose an individual product and investigate it as a discrete unit.
The cigarette is the easiest unit to analyze when looking at the tobacco products industry. Tobacco product firms make other consumer goods, like cigars and chewing tobacco, but these products do not compare in volume of sales to cigarettes, and their value chains work in similar ways.
A value chain can be examined using the five primary activities described by Michael

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