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Subject category: Marketing
Authors: Chris Easingwood (Alliance Manchester Business School (MBS))
Published in: 1995

Abstract

The case describes the attempt by The Enlightened Tobacco Company to (a) launch the company and (b) establish its brand, Death Cigarettes. The brand has a unique position in the tobacco industry: it admits that smoking kills. This ''honesty'' position should appeal to a minority of smokers not attracted to other cigarette brands that are sold on associations such as athleticism or sexual attractiveness. The case has three main components: (i) the preparation of a business plan in the face of fierce competition from the industry; (ii) an attempt to persuade the City to buy shares in the company worth #1.5m; and (iii) a discussion of ethical issues; is the introduction of an ''honest'' cigarette to be welcomed? (Note: it is perhaps worth reassuring instructors whose instinct it is to automatically reject any case involving cigarettes that the ethical issues are nicely balanced). The case combines issues of entrepreneurship and management culture with those of marketing.
Location:
Industry:
Size:
GBP1.5 million turnover
Other setting(s):
1993

About

Abstract

The case describes the attempt by The Enlightened Tobacco Company to (a) launch the company and (b) establish its brand, Death Cigarettes. The brand has a unique position in the tobacco industry: it admits that smoking kills. This ''honesty'' position should appeal to a minority of smokers not attracted to other cigarette brands that are sold on associations such as athleticism or sexual attractiveness. The case has three main components: (i) the preparation of a business plan in the face of fierce competition from the industry; (ii) an attempt to persuade the City to buy shares in the company worth #1.5m; and (iii) a discussion of ethical issues; is the introduction of an ''honest'' cigarette to be welcomed? (Note: it is perhaps worth reassuring instructors whose instinct it is to automatically reject any case involving cigarettes that the ethical issues are nicely balanced). The case combines issues of entrepreneurship and management culture with those of marketing.

Settings

Location:
Industry:
Size:
GBP1.5 million turnover
Other setting(s):
1993

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