Abstract:
The purposes of this qualitative research were firstly, to study the strategy and the use of marketing communication tools by tobacco companies; and secondly, to study smoker's behaviors such as perception, knowledge and affection and brand loyalty in order to analyze the relationship with tobacco companies' marketing communication plans. The qualitative research involved document analysis, website analysis, in-depth interviews with agents, stores and others associated with cigarette smokers. The results of the research are: 1. Four tobacco companies in Thailand employed two types of marketing communication strategy. The international tobacco companies used standardization strategy and the Thai Tobacco company use localized strategy by focusing on corporate social responsibility and sustainability in accordance with the company's communication plan and vision. The purpose of the company's strategy is to gain acceptance and increase the awareness and understanding of the lower-income groups as their target market. 2. Tobacco companies used various types of marketing communication tools in order to circumvent the law, such as public relations, corporate social responsibility (CSR), personal selling, newspaper advertorials, company package design, sales promotion through agents and stores, event marketing and online marketing 3. Children, youths and teens perceived awareness, knowledge and affection of cigarette brands in accordance with tobacco company marketing communication plans. However, their attitude toward the company activities on corporate social responsibility was found to be negative. Media exposure through these activities was not recognized. Nonetheless, it has been found that media tools, such as company packaging design and personal media can influence young people to become addicted to smoking. The predominant smoking behavior factor of youths was that they feel relieved while smoking.
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