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Advertising and Communication at the Tobacco Company

In: Film and Music

Submitted By arradhay
Words 578
Pages 3
The Case of the Tobacco Company:
The Best Tobacco Company (BTCO) is a public company, which has been traded on the Trinidad and Tobago Stock Exchange since 1970, with 20% of its shares being held by local investors.
Among its many offerings of top quality tobacco products to the region, BTCO has the following brands: Wenson & Sedges, de Boehme, Sunhill, Pallisades and Dunway, but there are at least eight other less popular ones.
In addition to manufacturing for its other Caribbean business partners, BTCO also markets its products in Trinidad, where it is domiciled. During its long history, the company has, at various times, invested in the activities of tobacco farmers, but now obtains most of its leaf from Brazil.
There have been challenges in recent times, though, as there is a growing anti-tobacco lobby in the region. The Tobacco Control Act (2009) has been enacted in phases in Trinidad and Tobago since February 2010, and has effectively outlawed smoking in public spaces. Similar legislation exists in other Caribbean islands, such as Barbados, Puerto Rico, the Cayman Islands and Jamaica.
Prior to the furore over smoking, the Best Tobacco Company had been heavily involved in sports promotions, as evidenced by its long term sponsorship of the Trinidad and Tobago Sports Foundation and its annual awards.
Heavy criticism of its billboard ads followed this furore and soon, all of its advertising in all media was under attack, despite claims of “responsible product stewardship” by the company. The company voluntarily withdrew its ads from the media.
A recent SWOT analysis of the company, conducted by the JMMB (Jamaica Money Market Brokers) has shown the following:

STRENGTHSStrong Brand Presence in the CaribbeanLow efficiency RatioTrack Record of Growth | WEAKNESSESThe company is a single product one and needs greater product diversity |

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