Nicoderm Cq Marketing Paper

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Matthew Waning 10/21/12 Intro to Marketing
Milestone 4: Final Paper
NicoDerm CQ, produced by GlaxoSmithKline, helps people quit smoking. There are two forms of this smoking aid; a gum and a patch that is applied directly to the skin. This feeds the nicotine to the consumer, thus nullifying the need for cigarettes. There are 45.3 million smokers in the United States of America, 70% of whom tried to quit smoking in 2011. (1) Tobacco kills 400,000 people annually. That totals more deaths than AIDS, car accidents, murders, suicides, and alcohol combined. (2) With these new discoveries coming out about the hazards of smoking, this product will help the victims of the addiction and hopefully let them finally swear off cigarettes once and for all. The average consumer spends an average of $2,500 a year on tobacco. (3) The tobacco distributor, Phillip Morris, made 7.2 million dollars alone on cigarette sales. (4) What Nicoderm CQ is offering is a simple way to help people quit this dangerous habit. There is a three step process involved, all at a very reasonable price. In today’s economy, cigarette prices are rising as fast as the unemployment rate. This product is an investment that will, eventually, put that $2,500 back into their pockets. Cigarette companies use visual stimulus to influence the younger populace into thinking smoking is the cool thing to do. Characters like “Joe Camel” and the “Marlboro Man” were highly appealing to the younger generation. “Before the birth of Joe Camel in 1988, the federal government reports, an estimated 3% of teen-age smokers and 4% of adult smokers picked Camel cigarettes as their brand of choice. Five years later, the percentage of adult smokers favoring Camels remained the same, but among smokers ages 12 to 18, Camel's market share had more than tripled to 13%.” (5) These characters gave the idea that smoking cigarettes...
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