Camel Case Study: Camel in the USA

Renata Jaffé

• Publisher: GRIN Verlag
• Year: 2002
• eBook ISBN: 9783638123846
• Edition: 0
• Topic: Business
• Subtopic: Marketing
• Index: Business

Seminar paper from the year 2001 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1.7 (A-), University of the Arts Berlin (Institute for Communications), course: Design Management, language: English, abstract: My part of "Hausarbeit" is concerning the Camel cigarettes in its native country, the USA. The situation there was rather different than in Germany and I found it interesting to look closer at this point. Nevertheless, curiosity is also the fact, that the American Camel has since two years different owner than in the rest of the world. On the next sites I tried to analyse the American tobacco market (to get an impression how Camel "fits" there); to have a close look at the ad campaigns in various decades from the twenties till today. Additionally I prepared also the material of the U.S. Camel producer: the firm's history, opinions, philosophy and marketing strategy, so that one can get a complex view of the whole problematic. Camel is an authentic original and a brand that keeps up with the times. Introduced in 1913 as R.J.Reynolds Tobacco's first major cigarette brand and the American first nationally marketed cigarette, Camel is today one of the few cigarette brands that can celebrate many different decades of popularity. Camel's combination of a classic nature and contemporary flair reinforce the brand's unique position as a flavourful cigarette with a rich heritage, colourful personality and irreverent sense of humour. Camel's marketplace positioning and personality have enabled the brand to continue to perform well in an intensely competitive marketplace. Overall, Camel is the fourth-largest brand in the United States.