Scott Marshall, my colleague, wrote an interesting blog post about the customers change in demand from Cigarettes to E-Cigarettes, the reason for the shift is due to customer’s health perceptions regarding these products.

E-Cigarettes marketing teams are able to convince the public with ease and gain large numbers of consumers due to the bad publicity that has been placed on cigarettes over time. Since very little research has been done to date regarding E-Cigarettes, there are not many health concerns that are linked with “Vaping” in comparison to the large amount of research that has been done related to smoking cigarettes. This has made it easier for the E-Cigarette marketing teams to use this health concern and research results to their advantage when advertising to attract new customers to purchase E-cigarettes and they have focused on targeting the younger generation, who are concerned about their health.

E-Cigarette

“Vaping” is also considered to be “trendy”/”cool” by the younger generation and with this fact taken into consideration the E-Cigarette companies are hoping to keep this younger generation of smoker “Vaping” for many more generations to come therefore increasing sales and leading to potential increase in profits.

Links

http://www.nationaljournal.com/health-care/e-cigarette-marketing-is-working-20131114