The Downfall of Uptown

Published: 2021-06-29 07:00:33
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Business / Case 13.2: The Downfall Of Uptown
Case 13.2: The Downfall Of Uptown

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Autor: people 13 August 2011
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Words: 327 | Pages: 2
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Case 13.2: The Downfall of Uptown

Question 01:

What Consumer trends determined Reynolds' marketing strategy for Uptown cigarettes?

Answer:

Reynolds Tobacco Company used the basic marketing strategy which is to define target market and develop a marketing mix for it. They selected Blacks as the target market because, Blacks smoke in greater numbers than other population segments. Reynolds identified that, 34% of the Blacks smoke, compared to 28.8% of Whites and 29.1% of the total U.S. population. They also found that the number of U.S. smokers is dropping 2% every year whereas the number of black smokers is on the rise. So this trends determined Reynolds to make marketing strategy for Uptown cigarettes.

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