Australia has some of the world’s toughest restrictions on tobacco marketing. The Plain Packaging Bill was announced in 2010 and finally implemented in 2012. Packaging was widely regarded as the key remaining medium for promoting cigarette brands and so a logical assumption was that plain packaging would have a detrimental impact upon cigarette brand portfolios. This research examines changes in Australian cigarette brand portfolios between March 2010 and March 2012. The findings show that despite increasing regulation the big three tobacco companies have maintained the vitality of their brand portfolios and introduced new brands and brand line extensions during this period. The expanding brand portfolios raise concerns about the impact of regulations on branding capabilities, as well as questions as to how manufacturers are still able to introduce new products into a market with some of the strictest tobacco marketing controls.
|Title of host publication||2013 ANZMAC|
|Subtitle of host publication||Australia New Zealand Marketing Academy Conference Proceedings|
|Publisher||University of Auckland|
|Number of pages||8|
|Publication status||Published - 2013|
|Event||2013 ANZMAC Conference - Adelaide, Australia|
Duration: 1 Dec 2013 → 4 Dec 2013
|Conference||2013 ANZMAC Conference|
|Period||1/12/13 → 4/12/13|
Greenland, S. (2013). Maintaining Brand Vitality in a Highly Regulated Tobacco Market. In R. Brodie (Ed.), 2013 ANZMAC: Australia New Zealand Marketing Academy Conference Proceedings [032 ] University of Auckland.