6 Low-Cost Marketing Strategies, Essay Example

Our next investment decision should be to invest in a new product for our company to sell. This product should be electronic cigarettes, or e-cigarettes, and it would be a lucrative investment. Not only is this a smart investment, but it is also ethically sound as it would help smokers to quit smoking, making for a healthier life style.

It is ethical for manufacturers to produce and sell e-cigarettes in the US economy because they are helping users of traditional cigarettes break their unhealthy habit for a safer alternative. The FDA makes it mandatory for sellers to disclose the nicotine levels as well as all the ingredients used in the fluids before they are put on the shelves. This means they are already being regulated and assessed to measure any possible health hazards. (Griffen, 2015)

Contemporary evidence suggests that e-cigarettes are safer than traditional cigarettes because they do not emit smoke. Without smoke, there can be no second hand smoke. The danger that burning tobacco imposes comes from the smoke. Furthermore, the thousands of harmful chemicals found in cigarette smoke are not found in e-cigarettes. There is much debate concerning nicotine levels whether in smoke or vapor. However, some researchers suggest that nicotine is not the threat, but rather the smoke. Nicotine is a chemical stimulant not much different from caffeine found in coffee and energy drinks. Prolonged users of any type of cigarettes become addicted to the nicotine. Traditionally, addicts used nicotine patches to constrain their use of smoke. If all the user needs is a hit of nicotine, then they do not need to rely on smoke as they can either rely on nicotine patches or e-cigarettes if they would rather simulate the act of smoking in a safer way. (Griffen, 2015)

The US has not banned the use of e-cigarettes because the Food and Drugs Administration has not been able to prove any significant harm from them to humans. The US should not ban e-cigarettes as scientific studies has shown so far that they pose no significant threat to human health and are even a safer alternative to traditional cigarettes.

We could use this research as a part of our marketing communications strategy. In advertising that e-cigarettes are safer than traditional cigarettes, consumers will be more likely to purchase them. Just in case the product does not sell as much as initially expected, we can adjust our marketing strategy to conform to the target market. (Senter, 2015)

Most marketers of e-cigarettes are able to target market the youthful generation in many ways that traditional cigarette companies cannot. Although commercial advertisements for cigarettes are banned from public television, e-cigarettes remain free to advertise. This is because e-cigarettes contain no tobacco, which means they are not subject to the same tobacco laws that traditional cigarettes are bound to. The fluids used in e-cigarettes also come in hundreds of flavors, most of them fruity which marketers use to convey the idea to the youth that these forms of e-cigarettes are related to candy. The designs of the e-cigarette devices themselves are manufactured in many designs and colors that conform to pop culture, which becomes appealing to the youth. (Senter, 2015)

The channel for delivering our marketing message to our consumer audience will be through commercial advertisements. We can not only advertise our product, but we can also list facts about e-cigarettes to make the audience feel excited about quitting the filthy habit of smoking and purchasing e-cigarettes from our company. This is an appropriate channel because it reaches out to the mass consumer audience. (Senter, 2015)

References

Griffen, M. (2015). E-Cigarettes 101. Retrieved from Web MD: http://www.webmd.com/smoking-cessation/features/electronic-cigarettes

Senter, S. (2015). 6 Low-Cost Marketing Strategies. Retrieved from Business Know How: http://www.businessknowhow.com/marketing/affordmark.htm