Menthol levels in cigarettes are deliberately changed by the cigarette companies according to their marketing strategies. Researchers at the Harvard School of Public Health showed that cigarette companies were marketing milder menthol brands to the young smokers and higher levels to lifelong adult smokers.
In their study, the researchers reviewed cigarette industry documents and strategic plans for menthol products.
The researchers found that the tobacco companies conducted researches regarding menthol levels to aim specific groups for boosting their sales. They marketed milder brands to appeal younger smokers for this specific purpose.
It was found in a document from R.J. Reynolds that their three major menthol brands were aimed for YAS (Younger adult smokers.) and they used a low-menthol product strategy. But when the smokers got used to menthol, they demanded increased menthol and then harder menthol cigarettes were marketed to them.
To persuade new and younger smokers, R.J. Reynolds marketed low-level menthol varieties and also developed some strategies to switch consumers from regular brands and tried the new menthol brands.
Similarly, Philip-Morris USA developed a two-prong strategy to boost Marlboro’s sale: They targeted young adults and older smokers under that strategy. Marlboro Milds became popular among young smokers when it was introduced nationally in 2000.
Similarly, it also marketed some brands with increased menthol levels for the regular older smokers. This year, almost 80 percent of the company’s menthol category growth was consisted of the milds.
“It’s not a new thing, cigarette makers have been using these tricks for decades to lure adults as well as lifelong adult smokers” Stated Howard Koh, who led the research.
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