My part of “Hausarbeit” is concerning the Camel cigarettes in its native country, the USA. The situation there was rather different than in Germany and I found it interesting to look closer at this point. Nevertheless, curiosity is also the fact, that the American Camel has since two years different owner than in the rest of the world. On the next sites I tried to analyse the American tobacco market (to get an impression how Camel “fits” there); to have a close look at the ad campaigns in various decades from the twenties till today. Additionally I prepared also the material of the U.S. Camel producer: the firm’s history, opinions, philosophy and marketing strategy, so that one can get a complex view of the whole problematic.
Camel is an authentic original and a brand that keeps up with the times. Introduced in 1913 as R.J.Reynolds Tobacco's first major cigarette brand and the American first nationally marketed cigarette, Camel is today one of the few cigarette brands that can celebrate many different decades of popularity. Camel's combination of a classic nature and contemporary flair reinforce the brand's unique position as a flavourful cigarette with a rich heritage, colourful personality and irreverent sense of humour.
Camel's marketplace positioning and personality have enabled the brand to continue to perform well in an intensely competitive marketplace. Overall, Camel is the fourth-largest brand in the United States.
Table of Contents
- Prologue
- How the story of Camel started
- U.S. Cigarette Market Overview
- Camel Ads and Campaigns
- Start-Up
- Pleasure helps your Disposition
- They are not for everybody
- Joe Cool Camel Campaign
- The New Era - What Are You Looking For; Mighty Tasty
- Camel Today
- Additions
- Literacy
Objectives and Key Themes
This paper analyzes the Camel cigarette brand in the United States, focusing on its history, marketing strategies, and position within the American market. It compares the brand's approach in the US to that in other markets, exploring the reasons for its success and relative stability in the face of changing social attitudes and market competition.
- The history of the Camel brand and its early marketing strategies.
- The evolution of Camel's advertising campaigns over time and their reflection of American culture.
- Camel's market position in the US compared to its position in other countries.
- The changing social attitudes towards smoking in the United States and their impact on the cigarette market.
- A comparative analysis of the American and European marketing strategies of the Camel brand.
Chapter Summaries
Prologue: This introductory section sets the stage for the paper by focusing on the unique position of Camel cigarettes in the US market and the differences between the American and German markets. It highlights the distinct ownership structure and the author's intention to analyze the American tobacco market, advertising campaigns, and the brand's history, philosophy, and marketing strategy to provide a comprehensive view.
How the story of Camel started?: This chapter details the founding of R.J. Reynolds Tobacco Company in 1874 and the launch of Camel cigarettes in 1913 as the first nationally marketed cigarette in America. It describes the creation of the "American blend" tobacco and the intriguing choice of the "Camel" name, suggesting an exotic appeal. The chapter further discusses the initial packaging design featuring a circus camel and pyramids, emphasizing the brand's lasting visual identity and the decision not to alter its core design despite market trends.
U.S. Cigarette Market Overview: This chapter provides an overview of the US cigarette market, highlighting the negative societal attitudes toward smoking that have intensified over time. It presents data on the number of adult smokers and market share statistics, showcasing the dominance of Marlboro and Camel's position as the fourth-largest brand. The chapter compares Camel's relatively stable position in the US market with its declining performance in Europe, attributing the difference to the timing of market entry and contrasting marketing strategies. It further explores the history of government involvement with the tobacco industry and the evolution of public health messaging around smoking.
Camel Ads and Campaigns: This chapter focuses on the evolution of Camel's advertising campaigns in the US. It contrasts the American approach with the European "world of experience" campaigns, highlighting a more contemporary and less adventurous approach in the US. The chapter emphasizes the campaigns’ adaptability to the prevailing American atmosphere and the consistent use of up-to-date and relevant marketing techniques, demonstrating the brand's adaptability in a changing cultural landscape.
Keywords
Camel cigarettes, American cigarette market, advertising campaigns, brand history, marketing strategies, tobacco industry, consumer behavior, social attitudes towards smoking, comparative market analysis, US vs. European marketing.
Camel Cigarette Brand Analysis: Frequently Asked Questions
What is this document about?
This document provides a comprehensive analysis of the Camel cigarette brand in the United States. It examines the brand's history, marketing strategies, and position within the American market, comparing its approach to other markets and exploring the reasons for its success and stability despite changing social attitudes and competition.
What topics are covered in the document?
The document covers a wide range of topics, including the history of the Camel brand and its founding, the evolution of its advertising campaigns reflecting American culture, its market position in the US compared to other countries, the impact of changing social attitudes towards smoking, and a comparative analysis of American and European marketing strategies. It also provides an overview of the US cigarette market and includes chapter summaries and keywords.
What is the historical context of the Camel brand discussed in the document?
The document details the founding of R.J. Reynolds Tobacco Company and the launch of Camel cigarettes in 1913 as the first nationally marketed cigarette in America. It discusses the creation of the "American blend" tobacco, the choice of the "Camel" name, and the brand's enduring visual identity.
How does the document analyze Camel's marketing campaigns?
The document analyzes the evolution of Camel's advertising campaigns over time, contrasting the American approach with that of Europe. It highlights the campaigns' adaptability to changing American culture and the consistent use of modern marketing techniques.
What is the significance of the US versus European marketing strategies for Camel?
The document compares and contrasts Camel's marketing strategies in the US and Europe, explaining the differences in approach and attributing them to various factors such as market entry timing and cultural contexts. It emphasizes the different consumer responses to these contrasting strategies.
What is the document's perspective on the impact of changing social attitudes toward smoking?
The document examines the impact of negative societal attitudes towards smoking on the US cigarette market and Camel's position within it. It discusses the role of government intervention and public health messaging in shaping these attitudes and their influence on the brand's marketing strategies.
What is Camel's market position in the US, according to the document?
The document positions Camel as the fourth-largest cigarette brand in the US market, highlighting its relatively stable position compared to its declining performance in Europe. It attributes this difference to factors such as marketing strategies and the timing of market entry.
What are the key takeaways from the document?
The key takeaways highlight the longevity and success of the Camel brand in the US market, its adaptability to changing social and cultural landscapes, and the crucial role of effective marketing strategies in navigating a challenging and evolving industry. The contrasting strategies between the US and European markets further demonstrate the importance of cultural sensitivity in brand management.
What keywords are associated with this document?
Keywords include: Camel cigarettes, American cigarette market, advertising campaigns, brand history, marketing strategies, tobacco industry, consumer behavior, social attitudes towards smoking, comparative market analysis, US vs. European marketing.
- Quote paper
- Renata Jaffé (Author), 2001, Camel Case Study: Camel in the USA, Munich, GRIN Verlag, https://www.grin.com/document/3856
