Plc Theory

In: Business and Management

Submitted By maguirsu
Words 805
Pages 4
Due to the growing health awareness in the UK, the percentage of the population that smokes is decreasing, from 47% in 1945 to only 28% by 2003. This decline has predominately been in the older age groups, meaning that the same number of young people are picking up the habit of smoking, and it is the older smokers who are quitting. 20-34 years old are the most prevalent smokers in the UK, with 38% of people within this age range smoking. Since smoking more popular among younger people, this is the segment that should be targeted by Niquitin products. “Serial quitters” or people who try several times unsuccessfully to quit smoking, are a key demographic for Niquitin. It is this past failure to quit that can drive people to seek the help of nicotine replacement therapy. Statistics indicate that 50% of smokers 15-24 have tried to give up smoking, and 20% of smokers are trying to give up at any one time. This means there is a huge amount of serial smokers attempting to quit, and Niquitin can tailor its products to their needs by supplying them with several alternative nicotine replacement therapies and support groups.
Smokers generally tend to be less affluent when compared to the rest of the population, with 42% of unskilled workers smoking compared to 15% of professional males. Therefore, to target the current smoking population it may be essential to lower prices to allow for working class smokers to afford them. The distribution of Niquitin reflects the lower income market that the product is targeted at, as the product is now sold in supermarkets for convenience. Additionally the product is strategically placed inside supermarkets to be congruent with the customer’s view of himself or herself. Smokers view quitting as a lifestyle choice rather than a health decision, and therefore Niquitin is placed between vitamins and medicinal products
According to a…...

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