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Article
Publication date: 9 August 2011

Timothy Dewhirst and Robert Sparks

The purpose of this paper is to assess, by providing a case study of flagship brand, Rothmans, why Rothmans, Benson & Hedges Inc. (RBH), Canada's second largest tobacco…

Abstract

Purpose

The purpose of this paper is to assess, by providing a case study of flagship brand, Rothmans, why Rothmans, Benson & Hedges Inc. (RBH), Canada's second largest tobacco firm, has historically lost ground to industry leader, Imperial Tobacco Canada Limited (ITL).

Design/methodology/approach

The paper utilizes data from internal corporate documents, made public from litigation, as well as trade press and promotional materials accessed from advertising archives. More specifically, the tobacco industry documents reviewed were made public from two Canadian trials: the 1989 Canadian trial to decide the constitutionality of the Tobacco Products Control Act; and the 2002 Quebec Superior Court trial in which Canada's three major tobacco firms challenged the constitutionality of the Tobacco Act.

Findings

The declining market share of Rothmans is largely explained by the brand's inability to appeal to the highly valued youth or “health concerned” segments. RBH failed to link the cigarette brand consistently with segment‐appropriate imagery during a time when legislation prompted a shift in promotional spending by the Canadian tobacco industry towards sponsorship communications. Unlike ITL, RBH failed to capitalize on the potential of sponsorship to contemporize the Rothmans brand and make it relevant to younger smokers. Moreover, RBH was slow to introduce a so‐called “light” line extension, which would appeal to existing smokers with health concerns.

Originality/value

This study should particularly interest researchers and practitioners interested in marketing and public policy, in which insight is provided about unique challenges to marketing in Canada on the basis of government regulation.

Details

Journal of Historical Research in Marketing, vol. 3 no. 3
Type: Research Article
ISSN: 1755-750X

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Article
Publication date: 1 October 2009

Paul J. Tranter

This paper explains how the location of motorsports events is an integral part of the marketing of the sport of motor racing and of all its attendant commercial interests…

Abstract

This paper explains how the location of motorsports events is an integral part of the marketing of the sport of motor racing and of all its attendant commercial interests. Case studies of the major motorsports events staged in public street circuits in Australia are used to illustrate how the locations have particular symbolic significance that adds legitimacy to the sport of motor racing, and the messages and impacts associated with these events. The paper examines the wider significance of allowing special public spaces in cities to be used for motorsports events, and contends that the marketing of sporting events should not be considered independently of the major challenges facing the world.

Details

International Journal of Sports Marketing and Sponsorship, vol. 11 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

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