Current Events. Juul Marketing Chief Leaves as E-Cigarette Maker Suspends Advertising

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Summary
Craig Brommers the Chief Marketing Officer at Juul Labs Inc resigned recently following concerns that vaping and e- cigarettes was causing avoidable deaths and JUUL suspended advertising the vaping products about e- cigarettes (Ives). While the use of e-cigarettes had been on the decline, there was increase in use among the youth in the wet with JUUL having a big increase in demand for the products. The company marketed the products that are sleekly designed as high-tech devices that are better alternatives to both traditional cigarettes and e-cigarettes in the market. The company was successful among the youth. E-cigarettes have been branded and marketed as safer than traditional cigarette, but reports on death related to these products have influenced calls for stricter control over vaping and e-cigarettes.
How this relates to material
While the article mostly talks about Brommers’s resignation, it is relevant to understand how branding strategies have influenced the sale of the product. Brommers resigned because of the growing health concerns about vaping products, but there have been concerns even before the recent reported deaths. The branding and marketing strategies have focused on differentiating the vaping devices from traditional cigarettes as better and even healthier option, and the use of sweet flavors appeals to younger people, which is an untapped market.
In chapter 10 product decisions and branding there is emphasis on product description and buyer orientation, and marketers focus on this to connect with the target market (Keegan, and Green). The brand image reflects impressions about the brand, and there has been perception that e-cigarettes are less harmful than traditional cigarettes, and this is partly linked to marketing ...