Demarketing Of Injurious Consumption: An Indian Scenario

By - 07/27/2007
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N. Udupa

N. Udupa

As demarketing is a part of societal marketing and its philosophies focused on the well being and better health benefits for society.

Demarketing defined as “Attempts to discourage customers in general or a certain class of customers in particular for consumption of a specific product on either a temporary or a permanent basis.” Scholars have different perceptions about the concept of injurious consumption and as there is no harmonised definition for injurious consumption, here we attempted to propose a definition for injurious consumption.

Though medical research has proven that, alcohol and tobacco products are responsible for cause of over dozens of diseases. Alcohol consumption is declining in most of the developed countries and rising in most of the developing countries. Indian Government is using its legislative powers to control the consumption of alcoholic and tobacco products. Several non government organisations are also playing important role in it. Demarketing is the only marketing strategy to decrease rather than increase consumption and effect advertising, packaging, distribution, pricing, product design, public education and addiction assistance. Demarketing policies of government on alcohol and tobacco control includes increase taxes, safeguard against corruption, check illegal production, discourages drinking, close advertising loopholes and create adequate provisions for the enforcement of tobacco control laws.

Concept

As demarketing is a part of societal marketing and its philosophies focused on the well being and better health benefits for society. It is an attempt or device to reduce or limit demand for consumption of a specific product or service on a permanent or temporary basis.1 Demarketing defined as “Attempts to discourage customers in general or a certain class of customers in particular for consumption of a specific product on either a temporary or a permanent basis.” Awareness, Prevention, Protection and Prosecution can be considered as tools of demarketing.2

Though different scholars have different perceptions about the concept of injurious consumption and as there is no harmonised definition for injurious consumption, here we attempted to propose a definition for injurious consumption, “The consumption of any toxic substance including chemical, plant or animal derivative, drug which is taken in overdose and alcohol or tobacco or products of it, whose consumption causes damage of tissues or having adverse effect on human or animal body is called injurious consumption”.

Tobacco Consumption

Somewhere in the world, tobacco kills one person in every ten seconds. If this trend continues, it would increase up to one tobacco caused death every three seconds over next 40 years. Medical research has proven that, tobacco products are responsible for cause of over two dozen diseases.3 Although it is clearly mentioned on cigarette packets that “Cigarette Smoking is Injurious to Health” but still people consume it.

In India, 90% of consumption is in form of bidis, from last decade adult consumption has risen by 2% per year. According to one estimation, between 1950-2000, there were 62 million deaths in developed countries due to smoking (12.5% of all death; 20% of male deaths and 4% of female deaths). It is estimated that for next two- three decades there would be 3 million and 7 million deaths by tobacco in developed and developing countries respectively.3

Demarketing efforts for tobacco control in India

India is 3rd largest grower of tobacco in world. India’s anti-tobacco legislation, first passed at national level in 1975, but it was largely limited to health warnings and so proved to be insufficient. A new legislation was proposed in 2001. It includes the measures like outlawing smoking in public places, forbidding sale of tobacco to minors, more prominent health warning labels, ban advertising at sports & cultural events.4

From the last decade, there is a change of tobacco related policies in many countries. Indian parliament has recently introduced Tobacco Control Bill 2001 (Tobacco products (prohibition of advertisement and regulation of trade and commerce, production, supply and distribution)). There is a continuous consumption of tobacco in India at 2-3% per annum and by 2020, it is estimated that it will account for 13% of all deaths in India4. With the enforcement of National Legislation, direct advertisement of tobacco products has been prohibited. Smokeless tobacco is the cause of cancers of mouth, lip, tongue and pharynx. The oral cancer incidents have been estimated as high as 10 per 1,00,000 males per annum.4

Demarketing is the most effective strategy for reducing the demand for tobacco products.

This strategy include measures like increase taxes on tobacco products, publishing information about adverse effects, health warning labels on these products, bans on advertising and promotion, restrict smoking in public places.

Pro-tobacco legislation with Tobacco Board Act was introduced in 1975, to develop Tobacco industry. Similarly, Tobacco Cess Act of 1975 was introduced to collect duty on tobacco to develop tobacco industry through loose export policies. To preserve environment, smoking was included in Prevention & Control of Pollution Act 1981.4

According to Motors Vehicles Act 1988, it is illegal to smoke in public vehicle. Cable Television Networks Amendment Act 2000, restricted advertisement of tobacco and liquor on television across the country.4 Ban on smoking was first imposed by Delhi Government, with the help of Delhi Prohibition of Smoking and Non-smokers Health Protection Act 1996, followed by Kerala High Court in 1999. also introduced anti-tobacco legislation in1999. Tamil Nadu and Andhra Pradesh have banned the marketing and sales of guthka.4

Violating the Acts of Smoking in public places such as streets, parks or governments complexes will be fined up to Rs. 200. Same fine is applied to vendors who sell tobacco to minors. If the offence is repeated, it will result in fine or Rs. 1,00,000 and imprisonment of up to 3 years. The tax on cigarettes is around 55% of average price of packet. The total excise duty generated by tobacco products was around US $ 1424 Mn in 1998 and of total 825 came from sale of cigarettes. According to World Bank, 10% price increase reduces demand by 8%.4

Trends in Alcohol consumption

Alcohol consumption is declining in most of the developed countries and rising in most of the developing countries. As American and European countries are saturated, so alcohol transnationals (suppliers) are focusing to Asia and other developing countries. With an increase in per capita incomes and fall of trade barriers, alcohol consumption is likely to increase.5

Demarketing efforts for alcohol control in India

Cable Television Network (Regulation) Amendment Bill 2000, prohibits cigarette and alcohol advertisements, which directly and indirectly promote sale of the products.4 Media has played a leading role in encouraging use of alcohol among youth, by associating alcohol use with glamour and celebrity and by using direct and indirect advertisement. Both alcohol and tobacco have direct and indirect impact. Drinking of alcohol is an underlying cause of injury, violence, social consequences, various diseases and premature deaths.5 Several non government organisations are also playing important role in controlling alcohol consumption in India. Government policies such as increasing tax on alcoholic products are aiming to control alcohol consumption among people.

Different countries have alcohol policies with varying control of production, distribution and promotion on health education. With globalization of alcohol market, alcohol control measures should also be globalized. Though origin of it should be at national level, international bodies also play a crucial role to control it. Measures that restrict access of alcohol should be introduced. Regulations should be through Framework Convention on Alcohol Control. Alcohol to be treated as an extraordinary commodity and measures like supply, distribution, sale, advertising, promotion or investment in alcoholic beverages should be prohibited.

Conclusion

Tobacco use has hazardous consequences. Indian government recently started focusing to combat this social evil. The government should take actions to reduce cultivation, production and selling of tobacco and alcohol. If government wants to control tobacco and alcohol epidemic in India, it should focus more on health education of people.

Demarketing policies of government on alcohol and tobacco control includes increase taxes, safeguard against corruption, check illegal production, discourages drinking, close advertising loopholes and create adequate provisions for the enforcement of tobacco control laws. Demarketing is the only marketing strategy to decrease rather than increase consumption and effect advertising, packaging, distribution, pricing, product design, public education and addiction assistance.

NGOs, educators and researchers should be collaborated for alcohol and tobacco control. NGOs played a crucial role in creating a supportive environment. NGOs such as HRIDAY (Health Related Information Dissemination Amongst Youth), SHA (Student Health Action Network) played a great role in demarketing of injurious consumptions.

References

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About Authors:

Ajay Pise

Ajay Pise

Department of Pharmacy Management, Manipal College of Pharmaceutical Sciences, Manipal University, Manipal-576104 (KA)

N. Udupa

N. Udupa

Shilpa Dua

Shilpa Dua

D. Sreedhar

D. Sreedhar

Manthan J

Manthan J.

Virendra Ligade