Executive Summary, Findings through Survey and Conclusion

User Generated

vapbtavgb

Business Finance

Description

I will need to have an Executive summary, the findings from my survey put into words and a conclusion. Some results of the survey can also be included into the conclusion, In the end, the reader must understand what I'm talking about.

Executive summary word count: 500-750

Survey findings put into words: 1'800 and up

Conclusion word count: 600-900

Word Doc Outline: You've used it before, it's the guideline basically

Word Document (Thesis Studypool): It's a continuation of that paper, so no need to make a new word document.

PDF and PPT file: These files are about the Survey that has been conducted, there's a bias towards the answers since it was posted on https://www.reddit.com/r/juul/ so people already knew about the product, make a quick mention of that. Also, this subject is so complex to study and emotionally charged that doing neuromarketing, observational or experimentation may be the only way to find out what is in this group's head. Individuals do not want to discuss why/why not they behave the way they do.

We're in the endgame now, the findings from the survey is a crucial part of this assigment, so you'll have to draw conclusions etc. Whatever you come up with is fine with me.

Use these sources as you write along:

https://anti-smoking.org/who.htm

https://www.ntis.gov/

Let me know if you have any questions, I'll be more than happy to help!


Unformatted Attachment Preview

Manipulative Tactics that Juul uses to influence Generation Z 1 Manipulative Tactics that Juul uses to influence Generation Z 2 Manipulative tactics that Juul uses to influence generation z into buying their product. Introduction Generation Z is a term that has been coined for those people born from 1995 till about the year 2012. They were born in a period overrun by technology, a war on terror and multiculturalism. These days, relevancy is constantly being refined and generation z live in a world of continuous updates. Information reaches this group of people at a faster rate thanks to the technology that they are exposed to. This has been made possible due to online social platforms like Instagram, Snapchat, Facebook, YouTube, etc. One characteristic of this group is that they spend most of their time online. Many studies show that from an early age, members of this demographic have been exposed to an unprecedented amount of technology in their upbringing. It is at the online platforms where the individuals use to escape from their mental and emotional struggles, they face offline. Juul first came into existence on July in the year 2017 in a laboratory that specializes in manufacturing e-cigarettes. The e-cigarettes are said to contain only 5 ingredients: glycerol which gives the sweet liquid which has been used in the antifreeze, propylene, nicotine, benzoic acid, and food-grade flavoring. Conversely, the traditional cigarettes which research shows also contain and release chemicals such as tar and carbon monoxide that are harmful to the user. Juul works by heating a flavored liquid containing nicotine until it vaporizes. An activity that is commonly referred to as "vaping". This smoking technique has caused negative health effects among the generation z as it causes psychological changes to the brain. Its addiction levels are much higher than any other e-cigarette and, thus, a serious menace to the generation z. The company uses well thought of marketing strategies. Although they say the product is purposefully for those trying to quit smoking, they use devices like the USB device which Manipulative Tactics that Juul uses to influence Generation Z 3 certainly attracts members of generation z. Moreover, in their marketing technique, they do not raise the dangers of vaping to the non-users. The product is also assorted with flavors which attract young people and even children. These flavors include the blueberries, watermelon, strawberries among other fruit flavors which makes it appear as though the e-cigarettes have no health hazard and can be consumed just like ordinary fruits. Generation z is always ever-present on the social media platforms and where the “cool” pictures that Juul has always posted has significantly influenced the youth into buying their product. This introduction of this product to users from a tender age can easily manipulate the brain of the user and make the person a chronic user. The memes which have accompanied this product during marketing campaigns have created a desire for the youth to want to try the product. Among the marketing strategy that the company put in place is the online purchase of this commodity. The young people have enough knowledge on online purchase of goods and this has been made possible through platforms like the eBay and Alibaba and as such the skyrocketing usage. These platforms have no restrictions on who can buy what commodity and as such even with limiting the age of the use of Juul to 21 years even the younger persons end up having easy access to the e-cigarette. Sadly, members of generation z have taken up to a technology that was supposed to help grown-ups stop smoking and come up with a harmful vaping habit; one that they have molded in their own image. Manipulative Tactics that Juul uses to influence Generation Z 4 Motivation and Marketing Techniques Testimonials from real users of Juul For a company that was just started three years ago, Juul has experienced enormous profits and an increase in the sales figures annually. For this to happen, the company might probably be having the best marketing techniques or a very gullible audience. Juul has made it clear that their main target audience is the adults and their main objective is to help the adult smokers quit. This, however, has not gone as expected. Most of the users of their products have turned out not to be the adults, but the teenagers mostly in high school and middle school (generation z). Juul has embraced different ways of motivating its customers. Among these ways include the provision of customers with testimonials of real users of the product. These testimonials are but one of the ways to motivate their customers by encouraging them to continue using the product. The company persuades its clientele by telling them of the positive outcomes of using the product. In one testimonial from Rahul (36 years old), he says that he started smoking cigarettes at the age of 15 in a boarding school in the U.K. He continues to say that he switched to Juul because it worked. Moreover, the convenience of using the product itself and not getting to deal with changing cigarette brands while trying to derive satisfaction. The look and feel of the product are also another factors that made it easier to use the Juul product. Rahul goes ahead and claims he misses nothing about smoking ordinary cigarettes, and he’s even happy that he doesn’t have to smell like cigarettes all the time. Another testimonial is from a couple, Stephen and Jennifer who are also users of the product. Stephen, who started smoking cigarettes at the age of 16, says that he had tried other Manipulative Tactics that Juul uses to influence Generation Z 5 vapes before, but he always kept going back to cigarettes. However, when he finally got to use the Juul product, he felt like it was the best product for him. He continued using cigarettes together with Juul. Subsequently, he fully stopped smoking cigarettes and fully went into using the Juul product and convinced his wife to do the same. Jennifer, his wife, tried it out and has been using it ever since. Jennifer says it was very easy for her to transition from cigarettes to vaping because the heat from the Juul product is very similar to real cigarettes hence it gives one the satisfaction. Stephen even claims that now that he is fully using the Juul product, real cigarettes disgust him. In these testimonials, the users of Juul identify to smoking at an early age. These rationales are the ones used by the firm to influence their customers to use their products. Juul’s Community Another approach deployed by this firm as a technique of motivating their customers and market their products is that the firm has developed a community of consumers who freely socialize. All the smokers can interact with one another and help one another in dealing with their smoking habit. This is a community that comprises of the former users of cigarettes who have fully stopped smoking tobacco cigarettes and resorted into the vapes produced by the firm. The firm’s main objective is to reduce addiction to smoking cigarettes by providing a better alternative to that. The community facilitates the achievement of this objective in various ways. One of these ways is that the members of the community get to share their past experiences as a way of motivating those who have not quit doing so. Angela, a member of the community says she started smoking while she was in the air force due to an influence of her colleagues. She claims her least favorite thing about smoking cigarettes was the smell and the taste in her mouth. She also says she cared much about another people’s comment when they Manipulative Tactics that Juul uses to influence Generation Z 6 smelled the stench of cigarette from her. She was also embarrassed about the fact that she had to hide it from the people around her. Luckily, she found out about Juul by reading stories about it on the internet. She was amazed by its simplicity as one didn’t have to tweak it and fiddle with it. She goes ahead to say that the benefit of this product is what she found the solution that she had been looking for. By using Juul, it lets her be herself without the stereotype of being a smoker. Unlike the cigarettes, it leaves a fruity fragrance in the mouth. Another member of the community who goes by the name Sage, 41 years, who works in the film industry says he started smoking cigarettes at the age of 17. His smoking had affected a lot of people in his life to a high degree. It affected mostly his parents and sisters, making it the most challenging component for him as a smoker. He says his transition from cigarettes to Juul was not a planned one. He was on a vacation with his girlfriend in Costa Rica, he ran out of cigarettes and since they were in a remote area, there was nowhere to buy the cigarettes. His girlfriend proceeded to hand him this product that he got to try for the very first time. "It was the first e-cig that I'd ever tried and used that not only had a really good pull for me and gave me the same sensation that I had been used to and accustomed to but also the form factor that it was similar to what I had been experiencing,” says Sage. He goes ahead to say that it only took him like a week of having the Juul in his hand before he realized that he eventually would catch himself reaching for his Juul product before reaching for his pack of cigarettes. Another member of this community who goes by the name Lauren stays in Los Angeles. She does act and commercials. In her story, she says she switched to Juul about a year and three months ago. She started smoking at the age of fifteen. By then she was only doing it for fun as she didn’t even know how to inhale properly. She officially knew how to smoke at the age of 17. Manipulative Tactics that Juul uses to influence Generation Z 7 In her professional field of modeling, the photographer would occasionally want to take a snapshot of her with a cigarette in her mouth. To her as a model, she felt it made her sexy. Right now, she feels like she is the Juul’s spokesperson whenever she sees smokers. Moreover, she is having people trying it out all the time, and she constantly encourages them to use the Juul product instead of smoking cigarettes. From the above stories in this community developed by this firm, it is evident that there is an interaction amongst all the smokers. In addition, through this, the smokers get to hear about one another’s story and eventually get to completely quit smoking tobacco, hence the firm meets its primary objective. Endorsements and Advertising Juul products also get major endorsement deals from various organizations. Through these endorsements, Juul gets to make its size of market bigger and make its products more popularly known to the public. One of the companies that help endorse Juul is the monthly American magazine, Wired, which puts its focuses on the effects or impacts of technological developments on politics, economy, and culture. In an article published by Wired in April 21st, 2015 that had the title “this might just be the first great e-cigarette” the author went ahead to say how everyone at Pax labs is usually vaping and every second puff which is in form of white clouds are seen rising from almost every desk. The article further goes ahead to tell the story of the new product by the Juul company as described by the lab’s Chief Executive Officer James Monsees. In his remarks, he says that the newest product from the company’s lab (Juul) is an e-cigarette system which has a vaporizer the size enough to fit into a pocket and juice cartridges of nicotine that one can swap in and out. The article goes ahead to say that $50 rated e-cigarette’s main aim is nothing less than putting the Manipulative Tactics that Juul uses to influence Generation Z 8 smoking market at the level of beauty, safety, delicacy and a better product which is just flat-out. The article highlights that Juul is not like most of these mainstream e-cigarettes that come in round and small designs meant to bring out the impression of real cigarettes or appear big and complicated. Juul is thin, rectangular in shape and doesn’t need any cleaning, hence, it has no work involved in its maintenance. The only works you must do is place the device between your lips and then inhale gently. According to the article, this company is trying to create and bring in something new and different to market-the piece describes Juul as the iPhone of e-cigarettes. The CEO’s main objective is not to come up with the closest approximation of using cigarettes based on technological advancement. What he wants is to evolve cigarettes through Juul. The CEO wants to make the smokers look cooler. By using the product, one looks like you’ve just plugged a USB disk in your mouth. The article goes ahead to describe the Juul experience as more fascinating as compared to the common tubes and insipid glow sticks. The article tells us more about the use of Juul as it says that this product also has its own advantages; tapping one of the sides of the device twice will lead to the blinking of the LED light located at the front. This indicates the amount of battery charge you have left. As per the article, the level of awareness and the use of e-cigarettes have been on the rise for years and have even become more popular amongst teenagers. The article states that the other types e-cigarettes do not have the required amount of vapor; they are cheaply made and don’t feel that good to use. The fact that most of the other producers of these products are working with a similar ideology, shows that there is only one better preference, and that is Juul. The article further talks on the hopes of the company of using their quality brand to overcome the marketing muscle. This is the one way through which they Manipulative Tactics that Juul uses to influence Generation Z 9 can stand the test of time. From this article, written by David Pierce, it is clearly observable that this is a major campaign technique through which Juul has been endorsed. The perceptions created to the readers are that Juul is a product of pleasure. Its use and, to some point, its addiction property make most people want to derive some form of luxury and enjoyment. Clearly, through the publication of the article in the Wired magazine, it not only motivates one to try out this product but also neglects other products of similar type. Another organization that has actively endorsed the use of Juul in the society is the official newspaper of the University of Texas, The Daily Texan which thinks that people should put their stigma aside. It goes ahead to say that Juul is a good product and particularly describes it as a godsend product for those smokers of cigarettes who are looking to quit. Kateri David, the writer of that column of the newspaper says that for most people who spend their time on the Westside of the campus; “juuling” is not something new. He goes ahead and says that the ubiquity of this product on campus singles out older students and brings into picture a shaft of a new culture. He says describes the product as one of the things that we should all welcome with open arms. Like the other endorsement parties, the newspaper goes ahead to tell us more about the convenience of Juul in relation to its design and shape. The newspaper also talks about its price as being cheaper as compared to the other traditional e-cigarettes. The article acknowledges that the nicotine content of one Juul is equivalent to the nicotine content of two packs of cigarettes. David goes ahead to and says this was to help kick the habit of forty million smokers of cigarettes. This makes the audience get appealed to by the kind of “high” that is twice as much. As per the paper, cigarettes contain harmful substances among which include carbon monoxide and tar. This contrasts with Juul whose only negative health outcome an addiction to nicotine is. Manipulative Tactics that Juul uses to influence Generation Z 10 The writer goes ahead to say that there are those students who are not ready to take the risk but really crave for the delivery of the nicotine pleasure. In his piece, the writer highlights that on campus, for those who are looking forward to quitting smoking cigarettes, vaping students are the best recommendation to them. The above-mentioned parties are just but a few that have endorsed the use of Juul. How it works Interactive and positive working environment by Juul Generation z is often known as the up and coming consumer population born in the late ’90s. This generation consists of people whose entire lifestyle circulates around the social media, they are social natives. For this generation, they see no need to know the number of your phone when they can locate you on multiple platforms of the social media by just clicking a button. Most recent marketers including Juul have come up with different ways through which they can understand the behaviors of this generation and further get their attention. This generation is a demanding generation; they see a two-day delivery as wasted time and they would rather have the same day delivery. This is that generation that will ditch you in case your online chat responses are slow. This is because in their entire life they have had access to information and therefore they expect everything to be easily accessible. This generation is also more enthusiastic and obsessed about rewards. Research by The Crowd Twist says that more than two-thirds of this generation is already involved in loyalty programs. This generation has no issue with getting notifications or even receiving texts about offers and they would even give personal information just to get the rewards or the offers. They are not driven by the loyalty of a brand but rather by the price. Manipulative Tactics that Juul uses to influence Generation Z 11 Juul as a company has put almost all the above-mentioned considerations into their marketing strategies in order to provide a positive and interactive environment which is essential for generation z. Initially, marketers and those involved in sales could not stop talking about the millennial population. This is because they hold the biggest buying power share and bring an immense influence on the corporate and business culture. This, however, is not the case as the figures of sales for Juul show a different scenario. Juul, on the contrary, has been associated with generation z even though that was not its initial target audience. A quarter of the population in the U.S. is made up of this generation and according to research by Fast Company, 40% of all consumption by the year 2020 will be accounted for by this generation. This research clearly tells us that any business that intends to hop ahead of the trends and be successful for a long time to come needs to put into consideration this group that is bringing into shape the culture of the youth today. The company needs to work on getting their loyalty and attention and get to understand their values and above all, wants and needs. To create a favorable environment for the interaction and working of this generation, these are the exact things that Juul as a company has tried to achieve. Generation z has demands of different kinds and for a company whose product’s main consumer is this generation, it needs to come up with ways through which it can keep up with the demands and requirements of this generation. Talking of the requirements of this generation, it does not only mean the products of the company but also approaches, value, strategies, experiences among others. First, as a company targeting this generation, you need to make a simple experience which is also intuitive at the same time. The main reason behind this is because the patience this generation is very little. If something does not meet their expectations or is too slow, they’ll drop it. These days, it takes more than just digital ordering. There is a need Manipulative Tactics that Juul uses to influence Generation Z 12 for direct engagement of your brand and your consumers via programs of loyalty. For instance, availing your consumers with mobile apps with different elements of engagement which including reward programs based on points and more. Due to their lack of patience, this generation highly values their attention. This calls for the company to put more creative values on its products and services. Things like valueless sponsored content are the kind of things this generation gives a deaf ear to. They rather look for channels and brands that cater for their wants and needs, either in form of entertainment or knowledge. Juul ensures that through online platforms they can reach out to generation z and appeal to them through the above criteria. Meaningful interactions among customers on a regular basis As a company, you also need to pick on a more practical approach when dealing with this generation. They always want to be involved in a manner that makes them feel more rewarding enough or comfortable. They rather go for the quality of the Juul product but not the experience. For this generation, the use of social media is not just to get in touch with their friends but for them, it is a lifestyle, they want to put it into other uses such as getting to know more about new brands and products. This is the main reason why Juul has put the social media as a strategic platform not only for marketing of its products but also as a way providing its consumers with a platform where they can freely interact with one another and get to know more about each other as the users of a similar product. The company also uses social media as a platform for getting the consumers thoughts and feedbacks and put their products into a recommendation to different social networks. All the above features show that Juul as a company has provided more than just an e-cigarette. It has provided the consumers of this product with an interactive program and a positive working environment based on the needs of generation z. Manipulative Tactics that Juul uses to influence Generation Z 13 As all factors point out, generation z is the upcoming powerhouse of consumption, a factor that makes firms such as Juul to put in measures that ensure their customers interact on a regular basis as interaction is an essential factor for this generation. The interest of this generation is to find a way of interacting and bonding with brands of their interest in different ways. A research by IBM, Institute of Business Value, and the National Retail Federation says that 44% of this generation is interested in sharing ideas of the designs of products to different firms. The same research says that this generation selectively chooses the brand they want to interact with. 42% chooses to interact with brands that use athletes and celebrities to endorse their products, 53% interact with brands that show an understanding of them as an individual; 55% interacts with brands that are socially responsible and eco-friendly, and lastly 62% of this generation is interested in interacting with new brands and that they perceive as fun. According to a study by Gen Z brand relationships, providing this generation with opportunities of engagement with the brand and relations of transparency is a good way of reaching out them. This generation mostly makes decisions of loyalty based on sustainability. Juul as a firm knows that developing a strong brand message that has its identity based on the cause is going to do very well with this generation in terms of their interaction. Juul’s ability to have a more personal connection with the generation z through their developed community for interaction has also given the firm an additional benefit of attracting a consumer society which is even more willing to go an extra mile to get the luxury brands of the firm. This generation often expects their interactions with different brands to be highly personalized since they know that these brands have more access to the data of the customer which includes their preferences and shopping habits. To engage this generation in a meaningful interaction, do not infringe on their privacy. This generation may be having a hyper-personal Manipulative Tactics that Juul uses to influence Generation Z 14 social media experience, but they are still keen on the protection of their own privacy. Juul has also connected with generation z at their own personal terms so that they do not become so invasive. The fact that this generation often gives feedback through comments or feedback portals on websites has given Juul the opportunity to have an interactive platform with its customers and through that get to develop meaningful interactions with them. Juul as a firm has learned that this generation always wants the option to opt out; this generation has shorter spans of attention which in addition to their lack of patience they do not like things like ads that cannot be skipped like pop-ups and pre-rolls. Likewise, when firms or brands provide an interactive incentive, they will adventure into it. This shows that they also like the option to opt in. Several firms these days use athletes and celebrities to endorse their products. Endorsements that are done by celebrities often lose their luster once they do not seem to be authentic and genuine. There is a new type of endorsers called social influencers. These are the people branded as online celebrities. Generation z can be more swayed by online celebrities as compared to traditional celebrities, depending on the product. When it comes to meaningful interactions, there is always the gender factor. Most girls of this generation would be found interacting in Instagram, snapchat, Facebook and Tumblr while boys tend to take most of their time watching television. By getting to know this, the information gives Juul an upper hand in its intention of bringing out a meaningful interaction among its customers. Under gender, the boys of this generation have a tendency of measuring the quality of a product or as they call it, “coolness” of the product based on what their friends think of that particular product as opposed to the girls who measure the quality of a product based on the type of feeling it brings to them. Manipulative Tactics that Juul uses to influence Generation Z 15 Online shopping experience of generation z Juul, as the firm says, was designed with the smokers in mind. In relevance to the interest of its consumers which mostly constitute of generation z, Juul has developed an online shop where you can get Juul devices, Juul pods, and other accessories. An internet survey by Civic Science shows that 43% of the total respondents cited that convenience is the main reason, while online shopping is a better option compared to other ways of shopping. Other factors that make generation z perceive online shopping as a better alternative include transparency of the prices of the products, home delivery services, the variety of products of the same brand to choose from and there is also product comparison and reviews. According to generation z carrying almost ten shopping bags from the supermarket is slowly becoming a thing of the past. This generation would rather have their products ordered online and delivered at their doorstep. Juul has capitalized on this by providing an online platform where their customers can order the products of their desired choice and get them delivered. The field of online marketing is not stagnant. It keeps on pushing boundaries and evolving all the time since they know that generation z is well conversant with the fact that the internet is convenient for them. The online franchise of Juul as a firm is constantly trying to keep its customers amused all the time. There are those people who might be using Juul’s e-cigarettes secretly and do not want other people to know or maybe do not want their privacy infringed. This is another reason which has encouraged Juul as a firm to develop online shopping in relevance to its customers. Manipulative Tactics that Juul uses to influence Generation Z 16 Another big criterion for making their techniques work is avoiding crowds. Generation z is an online-oriented generation, hence wants very little to do with crowds especially if it involves something that they could use another alternative. This generation is known for its lack of patience and this is one of the many reasons why you will hardly find them in long queues in the malls and stores waiting to purchase something that they can purchase online. Juul as a firm thought that instead of having a lot of retail shops, in accordance to the interests of its customers, developing an online platform where its customers would purchase similar products as they would purchase in stores would be easier and more convenient to its customers. Product Tactics that Juul Uses to Hook Generation Z into Their Product Juul is a firm that promotes the well-being of its customers as its primary purpose while encouraging interactions with its clients which are effective manipulative marketing techniques that influence Generation Z into buying their product. Juul labs are the leading e-cigarette maker, which has concessionary received critics on the way they market their products. This is expected of them as they must remain relevant in the market for their continuity. Belluz (2018), gave a narration of Stewart, who got to know about Juul while still at high school. By then, he occasionally smoked cigarettes and was already familiar with smoking. His friends were already vaping which looked a bit classier than just smoking cigarettes. It was even socially accepted that sucking e-cigarettes is a good alternative to smoking cigarettes. For these reasons, Stewart also started experimenting with them. Addiction followed and at 19, his consumption resembles two packs of cigarette in every four or five days. According to Harrel (2017), ecigarettes are commonly used by the younger generation who praises it for the different flavors it offers. In most cases, it acts as a starter to many young smokers who may later smoke cigarettes. In the year 2017, the use of e-cigarettes grew by over 40%, which was mainly influenced by Manipulative Tactics that Juul uses to influence Generation Z 17 Juul. A notable improvement has also been noted as by March this year, Juul increased the number of retail shops by half. The main difference between Juul and her competitors is the nature of her products and their marketing strategy. Their motto, improving the lives of one billion adult smokers, suggests that their intention is to help adult smokers abandon this behavior. Cigarettes are addictive and most smokers’ lives to regret the reason as to why they adopted the habit. Since they try as much as possible to stop, their attention can be attracted by anything that can help them to eject the addiction. However, this doesn't only attract old smokers. The young generation thinks that it's better than a cigarette as it is being used as a counter-cigarette strategy. This attracts them, and, in most cases, they are also addicted to nicotine which is like that in the cigarettes. Talking about their products, two former smokers, James Monsees and Adam Bowen realized the difficulties they were subjected to especially when it came to be smoking in public places. For this reason, they decided to think of a way to counter the problem and this led to the genesis of Juul products. A smaller device that had a look that resembles that of a flash disk was designed and it has several advantages against other e-cigarette making firms. For example, they were much smaller, and one could use in any place without attracting much attention from the public. Young people in colleges and schools that have abolished cigarettes prefer it because it can be hidden within their classes and dormitories with less risk of detention by the schools’ management. This also explains the reason as to why many young people have been preferring it over the rest. As mentioned earlier, Juul product has massively taken control among the current young generation Z. Every manufacturing firm must do all it can to retain and/or grow their market. Juul isn’t an exception. Their goal is to help the active smokers stop it, but their products are Manipulative Tactics that Juul uses to influence Generation Z 18 most popular among the young generation. To retain this market, I suppose that the firm ensures that the population is not properly equipped with information relating to this. For example, according to Nedelman (2018), they attempted to sponsor programs that seek to campaign against vaping. However, we realized that the company abandoned the effort not long after the first outreach. It should also be noted that most teens engaging in the usage of this product don’t know that it still contains the addictive nicotine (Belluz, 2018). Juul has had eight flavors including the sweet, fruity ones. Sweetness is mostly used to make children consume bitter foods or those with an unpleasant taste. For example, most medicines are bitter, and the pharmaceutical industries don’t care for the grownups taste. However, an appealing flavor is added to those products whose target is the young kids so that the expected goal is achieved. A similar scenario exists in the smoking industry. Younger people may avoid smoking due to its unpleasantness. The sweetness added by Juul has encouraged many into smoking and some have gotten into e-cigarette smoking. The product is also addictive, and the company is assured of retaining its high demand. The Juul’s mobility and easy nature to use in any place can also act as attractors especially for those in places where substance use is not permitted. This is the reason as to why Harrel (2017) concluded that they should stop making products that are appealing to this generation. Juul has had both positive and negative impacts in the society. The positive impact has been realized only in relation to the generation that used to smoke and is willing to stop. Many people have used it as an alternative and successfully rejected cigarette smoking. The company has also employed several people in their manufacturing plants and retail shops among other departments. These people earn a living that aids in feeding their families, combat crime, improve living standards and improved economic development. Its attempt to finance anti- Manipulative Tactics that Juul uses to influence Generation Z 19 vaping programs among schoolchildren and young people has also enlightened the young generation that this product is not healthy. Despite the argument that the number of turners is very small, a single person explains a great achievement. However, it also possesses the negative side. For example, when it comes to helping smokers abandon the behavior, this alternative still has the addictive nicotine, which is like what a cigarette possesses. According to Belluz (2018), nobody knows its long-term effects, but its content predicts they might be like those of a cigarette. I suppose using this as a product is like being transferred from a jungle with hungry lions to another one whose lions just feasted on a delicious buffalo. You just postponed the negative effects. It has also led to the introduction of the young generation to smoking. They normally start with this for its taste and graduate to the chronic use of e-cigarettes. Schools' rules and regulations have also suffered a blow as witnessed in the Burton Academy in Manchester. Their assistant head of school, Meg Kenny, admitted that 95% of disciplinary activities dealt with had a connection with Juul (Belluz, 2018). This is because it can be abused in places such as bathrooms and toilets without being noticed thus encouraging the students to violate the school rules. Juul is a completely different product from those of other industries in the market like British American Tobacco, Imperial Tobacco, and Altria Group. According to CNBC (2018), Juul labs represented 75% of the dollar market share of the e-cigarette market in the month of September in 2018. This dominance has resulted from the fact that their product is preferred by a big number in the market. The main difference it possesses is that unlike others that manufacture tobacco and menthol-based products, they also produce flavored products with cucumber, mango, crème and fruit flavors (Jull News, 2018). Manipulative Tactics that Juul uses to influence Generation Z 20 The current generation is known for their character of opposing almost everything their seniors try to caution on. They tend to adapt to what they see others doing as they think they are doing it out of fun. Kelvin Burns, CEO Juul Labs, confessed that they understand that what appeals to adults also appeals to their young ones (Juul News, 2018). This knowledge is applied even as they go shopping in the online markets. For those commodities that no one is campaigning against, generation z will certainly choose those whose outlook is appealing without considering its quality. For the prohibited products, they tend to go for those that can be used privately without being noted. Moreover, size is a great determinant on the types of products they use. For example, Juul product is small and can be hidden in their underwear. This also eases transportation and storage. They also go for those that can endure harsh handling. For example, normal cigarettes cannot be transported in an underwear and are therefore rejected. Juul product contains two components. One of them is the e-cigarette containing a battery and a system to regulate temperature. The second component is a pod which can be considered as the main component of the Juul. This is because it holds the e-liquid which is the most important part of this device. The ingredients of the e-liquid include nicotine, glycerol, and propylene glycol, benzoic acid and flavors. Nicotine has played the role of making the device addictive and this ensures that the product remains in demand. Glycerol is added to improve the solubility of flavors. Propylene glycol and benzoic acid are used as preservatives. Most of the people in generation Z use Juul behind the backs of their seniors and might stay with a pod for a long period of time. Flavors play the biggest role in attracting the young generation into this behavior as they sweeten a product which would have otherwise been unpleasant. It has also helped the right targeted market to stop cigarette smoking. Manipulative Tactics that Juul uses to influence Generation Z 21 Other firms have not enforced a lot of attention to generation Z. They have worked on purifying tobacco, but little or no flavor is added. This means that they remain glued to their usual customers despite competition from Juul. The unpleasant tobacco has nothing to attract new users and those who introduce themselves to it normally ought to have made the decision without the influence of the companies. In my opinion, they must be carrying out the study on various methods they can use to remain in the market. I think they are providing information on the other side of Juul such as abuse by the young generation for their own benefit. But this doesn't mean that they have done anything to attract the young generation. They are just trying to pull Juul some steps backward as they are working against each other. Due to the persistence of the government agencies, they have really put strategies that ensure that their product goes to the right people. According to Kaplan (2018), they have abolished selling most flavors in stores and they can only be accessed in their website where extra caution, especially about age, is taken. But who knows whether this will be abandoned as they did for the campaign against vaping among the younger generation? This is literally campaigning against themselves, yet they are there as a business firm. This opinion against them may change them once they follow this path to the end. The Food and Drug Administration (FDA), must be truthful the people. The little regulation rationales that were applied initially resulted in increased use of the product. Juul is good, but they should comply with the regulations laid by the body. This should not take a lot of time and I think the FDA should get more serious with these regulations. For example, last summer when the compliance deadline was pushed to 2022 (Belluz, 2018) shows little effort by the public corporation. It leaves one wondering how many will get addicted in the course of these five years? Is there a probability that they might be too strong for this agency to hurt them? Manipulative Tactics that Juul uses to influence Generation Z 22 Questions for a focus group could manifest in a range of all manner. It has been noted that Juul pretends that they are taking care of the generation, but they do nothing. Who can deny that their flavored products don’t attract the young generation? Who can also object that selling their products in almost every corner of the country without regulations is not directed to these young people? What about the design and the size of the object? Does it not appeal to the young who can hide their vaping habits? Could there be a link between themselves and the government agencies mandated to watch such companies? In conclusion, it has been proven without a doubt that Juul’s marketing strategies have been attracting the younger generation into buying their products. Their efforts against vaping may be viewed as dubious as it has been noted that they pretend that they are taking care of the generation, yet they do little against the increased teenage product usage. The flavors in their products that appeal to the young generation and the ease of access of their products all over the country to generation z make Juul quite marketable. The product specifications in terms of size further push their motivation rationale to more sales. Conversely, the little regulation by the government’s FDA also leaves the generation z at in the hands of Juul to experience the manipulative techniques of the company. All in all, the understanding of the characteristics of members of the generation z demographic has played a vital role in its success. Manipulative Tactics that Juul uses to influence Generation Z 23 Reference Newman, J. W. (1957). Motivation research and marketing management. Hain Chang, H., & Wang, H. W. (2011). The moderating effect of customer perceived value on online shopping behavior. Online Information Review, 35(3), 333-359. Mannion, G., Sankey, K., Doyle, L., & Mattu, L. (2007). Young people’s interaction with natural heritage through outdoor learning. McAuley, T. R., Hopke, P. K., Zhao, J., & Babaian, S. (2012). Comparison of the effects of ecigarette vapor and cigarette smoke on indoor air quality. Inhalation Toxicology, 24(12), 850857. Berman, M. L. (2014). Manipulative marketing and the First Amendment. Geo. LJ, 103, 497. Belluz, J. (2018, 08 22). Juul, the vape device teens are getting hooked on, explained. Retrieved from www.vox.com: https://www.vox.com/science-and-health/2018/5/1/17286638/juul-vapinge-cigarette CNBC. (2018, 09 11). Popular e-cigarette Juul's sales have surged almost 800 percent over the past year. Retrieved from www.cnbc.com: https://www.cnbc.com/2018/07/02/juul-e-cigarettesales-have-surged-over-the-past-year.html Manipulative Tactics that Juul uses to influence Generation Z 24 MB Harrel, S. W. (2017). Flavored e-cigarette use: Characterizing youth, young adult, and adult users. Elsevier Inc. Nedelman, M. (2018, 11 03). How Juul's plan to teach students about vaping went up in smoke. Retrieved from edition.cnn.com: https://edition.cnn.com/2018/11/03/health/juul-vape-schoolcurriculum/index.html News, J. (2018, 11 13). JUUL LABS ACTION PLAN. Retrieved from newsroom.juul.com: https://newsroom.juul.com/2018/11/13/juul-labs-action-plan/ Sheila Kaplan, J. H. (2018, 11 13). Juul Suspends Selling Most E-Cigarette Flavors in Stores. Retrieved from www.nytimes.com: https://www.nytimes.com/2018/11/13/health/juul-ecigarettes-vaping-teenagers.html Consumer Survey Q1 Have you heard of the electronic cigarette brand Juul ?? Answered: 110 Skipped: 0 Q11: 15 -17 Q11: 21 - 29 0% 10% 20% Extremely familiar Not so familiar EXTREMELY FAMILIAR 30% 40% 50% Very familiar 60% 70% 80% 90% 100% Somewhat familiar Not at all familiar VERY FAMILIAR SOMEWHAT FAMILIAR NOT SO FAMILIAR NOT AT ALL FAMILIAR TOTAL Q11: 15 -17 83.78% 31 13.51% 5 2.70% 1 0.00% 0 0.00% 0 33.64% 37 Q11: 21 - 29 86.30% 63 9.59% 7 0.00% 0 1.37% 1 2.74% 2 66.36% 73 Total Respondents 94 12 1 1 1 / 26 2 110 Consumer Survey Q2 How did you hear of Juul? Answered: 108 Skipped: 2 Q11: 15 -17 Q11: 21 - 29 0% 10% Social Media 20% 30% 40% 50% Friend Recommendation 60% 70% 80% 90% 100% Advertisement (Pop Up) Other (please specify) SOCIAL MEDIA FRIEND RECOMMENDATION ADVERTISEMENT (POP UP) OTHER (PLEASE SPECIFY) TOTAL Q11: 15 -17 27.03% 10 72.97% 27 0.00% 0 0.00% 0 34.26% 37 Q11: 21 - 29 25.35% 18 66.20% 47 1.41% 1 7.04% 5 65.74% 71 Total Respondents 28 74 1 2 / 26 5 108 Consumer Survey Q3 Do you presently use any kind of non-electronic or electronic smoking device or cigarette? Answered: 110 Skipped: 0 Q11: 15 -17 Q11: 21 - 29 0% 10% 20% Yes, I do 30% 40% 50% 60% 70% 80% 90% 100% No, I do not YES, I DO NO, I DO NOT TOTAL Q11: 15 -17 10.81% 4 89.19% 33 33.64% 37 Q11: 21 - 29 8.22% 6 91.78% 67 66.36% 73 Total Respondents 10 100 3 / 26 110 Consumer Survey Q4 What type of device do you use? Answered: 10 Skipped: 100 Q11: 15 -17 Q11: 21 - 29 0% 10% 20% Cigarettes CIGARETTES 30% E-Cigarettes 40% 50% 60% None E-CIGARETTES 70% 80% 90% 100% Other (please specify) NONE OTHER (PLEASE SPECIFY) TOTAL Q11: 15 -17 25.00% 1 25.00% 1 0.00% 0 50.00% 2 40.00% 4 Q11: 21 - 29 16.67% 1 66.67% 4 0.00% 0 16.67% 1 60.00% 6 Total Respondents 2 5 0 4 / 26 3 10 Consumer Survey Q5 Have you tried using the e-cigarette Juul? Answered: 10 Skipped: 100 Q11: 15 -17 Q11: 21 - 29 0% Yes 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% No YES NO TOTAL Q11: 15 -17 100.00% 4 0.00% 0 40.00% 4 Q11: 21 - 29 100.00% 6 0.00% 0 60.00% 6 Total Respondents 10 0 5 / 26 10 Consumer Survey Q6 Why did you first START to use Juul? Answered: 10 Skipped: 100 Q11: 15 -17 Q11: 21 - 29 0% 10% 20% 30% 40% 50% I can use it easier without social stigma No cigarette smell 60% 70% 80% 90% 100% Cheaper than other cigarettes I liked the flavors More convenient to use Other (please specify) I CAN USE IT EASIER WITHOUT SOCIAL STIGMA CHEAPER THAN OTHER CIGARETTES NO CIGARETTE SMELL I LIKED THE FLAVORS MORE CONVENIENT TO USE OTHER (PLEASE SPECIFY) TOTAL Q11: 15 -17 25.00% 1 25.00% 1 0.00% 0 25.00% 1 0.00% 0 25.00% 1 40.00% 4 Q11: 21 - 29 0.00% 0 33.33% 2 16.67% 1 16.67% 1 0.00% 0 33.33% 2 60.00% 6 Total Respondents 1 3 1 6 / 26 2 0 3 10 Consumer Survey Q7 How long have you been using Juul? Answered: 10 Skipped: 100 Q11: 15 -17 Q11: 21 - 29 0% 10% 0-3 months 20% 30% 3-5 months 0-3 MONTHS 40% 50% 60% 70% 80% 90% 100% More than 5 months 3-5 MONTHS MORE THAN 5 MONTHS TOTAL Q11: 15 -17 25.00% 1 25.00% 1 50.00% 2 40.00% 4 Q11: 21 - 29 50.00% 3 50.00% 3 0.00% 0 60.00% 6 Total Respondents 4 4 2 7 / 26 10 Consumer Survey Q8 Even if no statement is exactly right, which statement MOST accurately describes how you feel when you use Juul? Answered: 10 Skipped: 100 Q11: 15 -17 Q11: 21 - 29 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% I use Juul because it makes me feel cool I useJuul because it makes me more popular with my friends. I use Juul because it is not approved by my parents I use Juul because it reduces my stress level. I use Juul because I'm bored and it makes me excited and happy I USE JUUL BECAUSE IT MAKES ME FEEL COOL I USEJUUL BECAUSE IT MAKES ME MORE POPULAR WITH MY FRIENDS. I USE JUUL BECAUSE IT IS NOT APPROVED BY MY PARENTS I USE JUUL BECAUSE IT REDUCES MY STRESS LEVEL. I USE JUUL BECAUSE I'M BORED AND IT MAKES ME EXCITED AND HAPPY TOTAL Q11: 15 -17 0.00% 0 25.00% 1 0.00% 0 25.00% 1 50.00% 2 40.00% 4 Q11: 21 - 29 0.00% 0 0.00% 0 0.00% 0 100.00% 6 0.00% 0 60.00% 6 Total Respondents 0 1 0 7 8 / 26 2 10 Consumer Survey Q9 On a scale from 1 (totally disagree) to 7 (totally agree, please rate how you regard each statement below. By totally disagree, we mean that you do not feel this statement reflects your experience. By totally agree, you feel strongly that this statement accurately reflects your experience. Answered: 10 Skipped: 100 Using Juul makes me popular and cool Q11: 15 -17 Q11: 21 - 29 0% 10% 20% 1- Totally Disagree 30% 40% 2 3 50% 4 9 / 26 60% 5 70% 6 80% 90% 100% 7-Totally Agree Consumer Survey Using Juul is fun to do with your friends as a social activity Q11: 15 -17 Q11: 21 - 29 0% 10% 20% 1- Totally Disagree 30% 40% 2 3 50% 4 10 / 26 60% 5 70% 6 80% 90% 100% 7-Totally Agree Consumer Survey I spend more time using Juul now than I did smoking regular cigarettes Q11: 15 -17 Q11: 21 - 29 0% 10% 20% 1- Totally Disagree 30% 40% 2 3 50% 4 11 / 26 60% 5 70% 6 80% 90% 100% 7-Totally Agree Consumer Survey Juul was the first e-cigarette I tried. Q11: 15 -17 Q11: 21 - 29 0% 10% 20% 1- Totally Disagree 30% 40% 2 3 50% 4 12 / 26 60% 5 70% 6 80% 90% 100% 7-Totally Agree Consumer Survey I keep usingJuul because it is very convenient and easy to do. Q11: 15 -17 Q11: 21 - 29 0% 10% 20% 1- Totally Disagree 30% 40% 2 3 50% 4 13 / 26 60% 5 70% 6 80% 90% 100% 7-Totally Agree Consumer Survey I believe that using Juul is healthier than other cigarettes Q11: 15 -17 Q11: 21 - 29 0% 10% 20% 1- Totally Disagree 30% 40% 2 3 50% 4 14 / 26 60% 5 70% 6 80% 90% 100% 7-Totally Agree Consumer Survey The flavors of Juul increase my desire to use it. Q11: 15 -17 Q11: 21 - 29 0% 10% 20% 30% 40% 2 3 1- Totally Disagree 50% 60% 4 70% 5 80% 6 90% 100% 7-Totally Agree Using Juul makes me popular and cool 1- TOTALLY DISAGREE 2 3 4 5 6 7-TOTALLY AGREE TOTAL Q11: 15 -17 0.00% 0 25.00% 1 25.00% 1 0.00% 0 0.00% 0 0.00% 0 50.00% 2 40.00% 4 Q11: 21 - 29 83.33% 5 16.67% 1 0.00% 0 0.00% 0 0.00% 0 0.00% 0 0.00% 0 60.00% 6 Using Juul is fun to do with your friends as a social activity 1- TOTALLY DISAGREE 2 3 4 5 6 7-TOTALLY AGREE TOTAL Q11: 15 -17 0.00% 0 0.00% 0 25.00% 1 0.00% 0 0.00% 0 25.00% 1 50.00% 2 40.00% 4 Q11: 21 - 29 50.00% 3 33.33% 2 0.00% 0 0.00% 0 16.67% 1 0.00% 0 0.00% 0 60.00% 6 I spend more time using Juul now than I did smoking regular cigarettes 1- TOTALLY DISAGREE 2 3 4 5 6 7-TOTALLY AGREE TOTAL Q11: 15 -17 0.00% 0 0.00% 0 0.00% 0 0.00% 0 50.00% 2 0.00% 0 50.00% 2 40.00% 4 Q11: 21 - 29 33.33% 2 16.67% 1 0.00% 0 33.33% 2 0.00% 0 0.00% 0 16.67% 1 60.00% 6 Juul was the first e-cigarette I tried. 1- TOTALLY DISAGREE 2 3 4 5 6 7-TOTALLY AGREE TOTAL Q11: 15 -17 25.00% 1 0.00% 0 0.00% 0 25.00% 1 0.00% 0 0.00% 0 50.00% 2 40.00% 4 Q11: 21 - 29 100.00% 6 0.00% 0 0.00% 0 0.00% 0 0.00% 0 0.00% 0 0.00% 0 60.00% 6 I keep usingJuul because it is very convenient and easy to do. 1- TOTALLY DISAGREE 2 3 4 5 6 7-TOTALLY AGREE TOTAL Q11: 15 -17 0.00% 0 0.00% 0 0.00% 0 25.00% 1 0.00% 0 25.00% 1 50.00% 2 40.00% 4 Q11: 21 - 29 0.00% 0 0.00% 0 33.33% 2 16.67% 1 33.33% 2 16.67% 1 0.00% 0 60.00% 6 I believe that using Juul is healthier than other cigarettes 1- TOTALLY DISAGREE 2 3 4 15 / 26 5 6 7-TOTALLY AGREE TOTAL Consumer Survey Q11: 15 -17 0.00% 0 0.00% 0 0.00% 0 25.00% 1 50.00% 2 0.00% 0 25.00% 1 40.00% 4 Q11: 21 - 29 0.00% 0 0.00% 0 0.00% 0 0.00% 0 83.33% 5 0.00% 0 16.67% 1 60.00% 6 The flavors of Juul increase my desire to use it. 1- TOTALLY DISAGREE 2 3 4 5 6 7-TOTALLY AGREE TOTAL Q11: 15 -17 0.00% 0 0.00% 0 0.00% 0 25.00% 1 25.00% 1 0.00% 0 50.00% 2 40.00% 4 Q11: 21 - 29 33.33% 2 16.67% 1 33.33% 2 16.67% 1 0.00% 0 0.00% 0 0.00% 0 60.00% 6 16 / 26 Consumer Survey Q10 What is your gender? Answered: 110 Skipped: 0 Q11: 15 -17 Q11: 21 - 29 0% 10% Female 20% 30% Male FEMALE 40% 50% 60% 70% 80% 90% 100% Other (specify) MALE OTHER (SPECIFY) TOTAL Q11: 15 -17 13.51% 5 83.78% 31 2.70% 1 33.64% 37 Q11: 21 - 29 36.99% 27 61.64% 45 1.37% 1 66.36% 73 Total Respondents 32 76 2 17 / 26 110 Consumer Survey Q11 Which category below includes your age? Answered: 110 Skipped: 0 Q11: 15 -17 Q11: 21 - 29 0% 10% 15 -17 15 -17 20% 30% 18 -20 18 -20 40% 21 - 29 21 - 29 50% 30-39 60% 70% 80% 90% 100% Other (please specify) 30-39 OTHER (PLEASE SPECIFY) TOTAL Q11: 15 -17 100.00% 37 0.00% 0 0.00% 0 0.00% 0 0.00% 0 33.64% 37 Q11: 21 - 29 0.00% 0 0.00% 0 100.00% 73 0.00% 0 0.00% 0 66.36% 73 Total Respondents 37 0 73 0 18 / 26 0 110 Consumer Survey Q12 In what country do you currently reside? Answered: 110 Skipped: 0 Q11: 15 -17 Q11: 21 - 29 0% 10% United States 20% 30% 40% 50% 60% 70% 80% 90% 100% Other (please specify) UNITED STATES OTHER (PLEASE SPECIFY) TOTAL Q11: 15 -17 86.49% 32 13.51% 5 33.64% 37 Q11: 21 - 29 94.52% 69 5.48% 4 66.36% 73 Total Respondents 101 9 19 / 26 110 Consumer Survey Q13 In what state or U.S. territory do you live? Answered: 93 Skipped: 17 Q11: 15 -17 20 / 26 Consumer Survey 21 / 26 Consumer Survey Q11: 21 - 29 22 / 26 Consumer Survey 0% 10% 20% 30% Alabama Alaska California Colorado 40% Illinois Louisiana Florida Nevada Pennsylvania South Dakota Wisconsin Tennessee Virgin Islands Montana Michigan Nebraska New Mexico North Dakota Ohio Puerto Rico Hawaii Kentucky Massachusetts New Jersey North Carolina 90% 100% Arkansas Guam Kansas Missouri Northern Marianas Islands Virginia Iowa Maryland New Hampshire New York 80% Delaware Georgia Indiana Mississippi 70% Arizona Connecticut Maine Minnesota 60% American Samoa District of Columbia (DC) Idaho 50% Oklahoma Rhode Island Texas Washington Oregon South Carolina Utah Vermont West Virginia Wyoming ALABAMA ALASKA AMERICAN SAMOA ARIZONA ARKANSAS CALIFORNIA COLORADO CONNECTICUT DELAWARE DISTRICT OF COLUMBIA (DC) FLORIDA GEORGIA Q11: 15 -17 0.00% 0 0.00% 0 0.00% 0 3.45% 1 3.45% 1 0.00% 0 3.45% 1 3.45% 1 0.00% 0 0.00% 0 3.45% 1 10.34% Q11: 21 - 29 1.56% 1 0.00% 0 0.00% 0 4.69% 3 0.00% 0 12.50% 8 3.13% 2 3.13% 2 1.56% 1 1.56% 1 3.13% 2 23 / 26 Consumer Survey Total Respondents 1 0 0 4 1 8 24 / 26 3 3 1 1 3 4 Consumer Survey Q14 What is the highest level of school you have completed or the highest degree you have received? Answered: 93 Skipped: 17 Q11: 15 -17 Q11: 21 - 29 0% 10% 20% 30% 40% Less than high school degree 50% 60% 70% 80% 90% 100% High school degree or equivalent (e.g., GED) Some college but no degree Associate degree Bachelor degree Graduate degree LESS THAN HIGH SCHOOL DEGREE HIGH SCHOOL DEGREE OR EQUIVALENT (E.G., GED) SOME COLLEGE BUT NO DEGREE ASSOCIATE DEGREE BACHELOR DEGREE GRADUATE DEGREE TOTAL Q11: 15 -17 86.21% 25 13.79% 4 0.00% 0 0.00% 0 0.00% 0 0.00% 0 31.18% 29 Q11: 21 - 29 0.00% 0 4.69% 3 32.81% 21 12.50% 8 46.88% 30 3.13% 2 68.82% 64 Total Respondents 25 7 21 25 / 26 8 30 2 93 Consumer Survey Q15 Do you have any other comments, questions, or concerns? Answered: 31 Skipped: 79 DO YOU HAVE ANY OTHER COMMENTS, QUESTIONS, OR CONCERNS? TOTAL Q11: 15 -17 100.00% 11 35.48% 11 Q11: 21 - 29 100.00% 20 64.52% 20 Total Respondents 31 31 26 / 26 Consumer Survey Thursday, December 20, 2018 Powered by 239 Total Responses Date Created: Sunday, December 09, 2018 Complete Responses: 197 Powered by Q1: Have you heard of the electronic cigarette brand Juul ?? Answered: 238 Powered by Skipped: 1 Q1: Have you heard of the electronic cigarette brand Juul ?? Answered: 238 Powered by Skipped: 1 Q2: How did you hear of Juul? Answered: 234 Powered by Skipped: 5 Q2: How did you hear of Juul? Answered: 234 Powered by Skipped: 5 Q3: Do you presently use any kind of non-electronic or electronic smoking device or cigarette? Answered: 238 Powered by Skipped: 1 Q3: Do you presently use any kind of non-electronic or electronic smoking device or cigarette? Answered: 238 Powered by Skipped: 1 Q4: What type of device do you use? Answered: 26 Powered by Skipped: 213 Q4: What type of device do you use? Answered: 26 Powered by Skipped: 213 Q5: Have you tried using the e-cigarette Juul? Answered: 24 Powered by Skipped: 215 Q5: Have you tried using the e-cigarette Juul? Answered: 24 Powered by Skipped: 215 Q6: Why did you first START to use Juul? Answered: 18 Powered by Skipped: 221 Q6: Why did you first START to use Juul? Answered: 18 Powered by Skipped: 221 Q7: How long have you been using Juul? Answered: 18 Powered by Skipped: 221 Q7: How long have you been using Juul? Answered: 18 Powered by Skipped: 221 Q8: Even if no statement is exactly right, which statement MOST accurately describes how you feel when you use Juul? Answered: 18 Powered by Skipped: 221 Q8: Even if no statement is exactly right, which statement MOST accurately describes how you feel when you use Juul? Answered: 18 Powered by Skipped: 221 we mean that you do not feel this statement reflects your experience. By totally agree, you feel strongly that this statement accurately reflects your experience. Answered: 18 Powered by Skipped: 221 we mean that you do not feel this statement reflects your experience. By totally agree, you feel strongly that this statement accurately reflects your experience. Answered: 18 Powered by Skipped: 221 Q10: What is your gender? Answered: 225 Powered by Skipped: 14 Q10: What is your gender? Answered: 225 Powered by Skipped: 14 Q11: Which category below includes your age? Answered: 225 Powered by Skipped: 14 Q11: Which category below includes your age? Answered: 225 Powered by Skipped: 14 Q12: In what country do you currently reside? Answered: 225 Powered by Skipped: 14 Q12: In what country do you currently reside? Answered: 225 Powered by Skipped: 14 Q13: In what state or U.S. territory do you live? Answered: 180 Powered by Skipped: 59 Q13: In what state or U.S. territory do you live? Answered: 180 Powered by Skipped: 59 Q14: What is the highest level of school you have completed or the highest degree you have received? Answered: 180 Powered by Skipped: 59 Q14: What is the highest level of school you have completed or the highest degree you have received? Answered: 180 Powered by Skipped: 59 Consumer Survey Q11 Which category below includes your age? Answered: 229 Skipped: 0 Q10: Female Q10: Male 0% 10% 15 -17 15 -17 Q10: Female Q10: Male Total Respondents 36 20% 30% 18 -20 18 -20 40% 21 - 29 50% 30-39 21 - 29 60% 70% 80% 90% 100% Other (please specify) 30-39 OTHER (PLEASE SPECIFY) TOTAL 8.06% 5 35.48% 22 43.55% 27 8.06% 5 4.84% 3 27.07% 62 18.56% 31 44.91% 75 26.95% 45 6.59% 11 2.99% 5 72.93% 167 97 72 16 1/1 8 229 1 Running head: OUTLINE Outline Student Name Institution Affiliation Date OUTLINE Topic: manipulative tactics that Juul uses to influence generation z into buying their product. Thesis Statement: Juul is a firm that promotes the well-being of its customers as its primary purpose while encouraging interactions with its clients which are effective manipulative marketing techniques that influence Generation Z into buying their product. I. Introduction A. Generation Z marks the age period between the 1990s and beyond. The population remains highly integrated to the Internet and initiatives promoting the welfare of individuals through the various firm. B. Juul is a cigarette alternative product essentially produced to act as a better other addiction as compared to cigarettes. C. Marketing to Generation Z requires essential marketing skills. D. Generation Z aims at more than the product, but the firm as well which Juul can use to market its product to the specific target. II. Motivation Marketing Techniques A. Juul offers its customers testimonials from real users of the firm’s product. B. Juul has a community where all smokers may interact with one another to assist themselves in dealing with smoking. C. Endorsement from firms like Wired and Men's Fitness promotes the motivating factor that Generation Z looks for in product-purchase. III. How it Works A. Generation Z looks over and, in the firm, producing a specific product before consumption. Juul provides an interactive and positive working environment that is essential for Generation Z. 2 OUTLINE 3 B. Meaningful interactions are another essential factor for Generation Z. The Juul community ensures that the customers of the firm interact on a regular basis. C. Generation Z is huge online shoppers. The ease and convenience provided by the online shopping experience at Juul promote the relevance of the product to the generation. IV. How They Get Hooked A. Juul is a firm that remains open about its product, purposes of the product, and its usefulness in various cases. The openness expressed by the firm contributes to maintaining Generation Z as clients. B. Juul's main concern is the health of smokers which shows the generous nature of the firm. Generation Z focus on firms that contribute well to society. C. Analysis regarding Generation Z's consumption of e-cigarettes shows that Juul can benefit from the specific market. D. Research shows that almost 50% of Generation Z remain inclined to adopting smoking habits. E. Increased rates of smoking in the generation can contribute to the production remaining hooked to a better and healthier addiction. V. Third Party Consumer Research on The Use of Juul Product A. Different generations like the Millennials testify to the notion that the product from Juul is useful as an alternative to smoking cigarettes. B. Various flavors like the vanilla flavor from Juul continue to receive appropriate praise from most of its customers. C. The Juul community continues to significantly grow regarding membership due to the help provided to individuals joining the community. 4 OUTLINE VI. Questions for a Focus Group and Survey A. What makes Juul different from other e-cigarette firms? B. Generation Z seems to comprehend and accept the product from Juul. How does the firm manage to retain the generation as customers? C. How has Juul contributed to the community? D. Is the product from Juul superior compared to other similar products in the market? E. What does Generation Z focus on while determining the appropriate product in the market? F. What raw materials does Juul use in its product and what is the relevance of the raw materials in increasing the customer base among Generation Z? G. Are there any other firms available in the market that accrue the same attention to Generation Z as compared to Juul's product? VII. Conclusion A. Juul implements appropriate manipulative marketing methods in luring Generation Z into buying their product. B. Effective marketing can promote the consumption rate of customers, especially from Generation Z. 5 OUTLINE References Chaney, D., Touzani, M., & Ben Slimane, K. (2017). Marketing to the (new) generations: summary and perspectives. Nielsen, A. J. (2015). The consumer-brand relationship paradox (Doctoral dissertation). Rahim, A., Safin, S. Z., Kheng, L. K., Abas, N., & Ali, S. M. (2016). Factors influencing purchasing intention of Smartphone among university students. Procedia Economics and Finance, 37, 245-253. Van den Bergh, J., & Behrer, M. (2016). How cool brands stay hot: Branding to Generations Y and Z. Kogan Page Publishers. Manipulative Tactics that Juul uses to influence Generation Z 1 Manipulative Tactics that Juul uses to influence Generation Z 2 Manipulative tactics that Juul uses to influence generation z into buying their product. Introduction Generation Z is a term that has been coined for those people born from 1995 till about the year 2012. They were born in a period overrun by technology, a war on terror and multiculturalism. These days, relevancy is constantly being refined and generation z live in a world of continuous updates. Information reaches this group of people at a faster rate thanks to the technology that they are exposed to. This has been made possible due to online social platforms like Instagram, Snapchat, Facebook, YouTube, etc. One characteristic of this group is that they spend most of their time online. Many studies show that from an early age, members of this demographic have been exposed to an unprecedented amount of technology in their upbringing. It is at the online platforms where the individuals use to escape from their mental and emotional struggles, they face offline. Juul first came into existence on July in the year 2017 in a laboratory that specializes in manufacturing e-cigarettes. The e-cigarettes are said to contain only 5 ingredients: glycerol which gives the sweet liquid which has been used in the antifreeze, propylene, nicotine, benzoic acid, and food-grade flavoring. Conversely, the traditional cigarettes which research shows also contain and release chemicals such as tar and carbon monoxide that are harmful to the user. Juul works by heating a flavored liquid containing nicotine until it vaporizes. An activity that is commonly referred to as "vaping". This smoking technique has caused negative health effects among the generation z as it causes psychological changes to the brain. Its addiction levels are much higher than any other e-cigarette and, thus, a serious menace to the generation z. The company uses well thought of marketing strategies. Although they say the product is purposefully for those trying to quit smoking, they use devices like the USB device which Manipulative Tactics that Juul uses to influence Generation Z 3 certainly attracts members of generation z. Moreover, in their marketing technique, they do not raise the dangers of vaping to the non-users. The product is also assorted with flavors which attract young people and even children. These flavors include the blueberries, watermelon, strawberries among other fruit flavors which makes it appear as though the e-cigarettes have no health hazard and can be consumed just like ordinary fruits. Generation z is always ever-present on the social media platforms and where the “cool” pictures that Juul has always posted has significantly influenced the youth into buying their product. This introduction of this product to users from a tender age can easily manipulate the brain of the user and make the person a chronic user. The memes which have accompanied this product during marketing campaigns have created a desire for the youth to want to try the product. Among the marketing strategy that the company put in place is the online purchase of this commodity. The young people have enough knowledge on online purchase of goods and this has been made possible through platforms like the eBay and Alibaba and as such the skyrocketing usage. These platforms have no restrictions on who can buy what commodity and as such even with limiting the age of the use of Juul to 21 years even the younger persons end up having easy access to the e-cigarette. Sadly, members of generation z have taken up to a technology that was supposed to help grown-ups stop smoking and come up with a harmful vaping habit; one that they have molded in their own image. Manipulative Tactics that Juul uses to influence Generation Z 4 Motivation and Marketing Techniques Testimonials from real users of Juul For a company that was just started three years ago, Juul has experienced enormous profits and an increase in the sales figures annually. For this to happen, the company might probably be having the best marketing techniques or a very gullible audience. Juul has made it clear that their main target audience is the adults and their main objective is to help the adult smokers quit. This, however, has not gone as expected. Most of the users of their products have turned out not to be the adults, but the teenagers mostly in high school and middle school (generation z). Juul has embraced different ways of motivating its customers. Among these ways include the provision of customers with testimonials of real users of the product. These testimonials are but one of the ways to motivate their customers by encouraging them to continue using the product. The company persuades its clientele by telling them of the positive outcomes of using the product. In one testimonial from Rahul (36 years old), he says that he started smoking cigarettes at the age of 15 in a boarding school in the U.K. He continues to say that he switched to Juul because it worked. Moreover, the convenience of using the product itself and not getting to deal with changing cigarette brands while trying to derive satisfaction. The look and feel of the product are also another factors that made it easier to use the Juul product. Rahul goes ahead and claims he misses nothing about smoking ordinary cigarettes, and he’s even happy that he doesn’t have to smell like cigarettes all the time. Another testimonial is from a couple, Stephen and Jennifer who are also users of the product. Stephen, who started smoking cigarettes at the age of 16, says that he had tried other Manipulative Tactics that Juul uses to influence Generation Z 5 vapes before, but he always kept going back to cigarettes. However, when he finally got to use the Juul product, he felt like it was the best product for him. He continued using cigarettes together with Juul. Subsequently, he fully stopped smoking cigarettes and fully went into using the Juul product and convinced his wife to do the same. Jennifer, his wife, tried it out and has been using it ever since. Jennifer says it was very easy for her to transition from cigarettes to vaping because the heat from the Juul product is very similar to real cigarettes hence it gives one the satisfaction. Stephen even claims that now that he is fully using the Juul product, real cigarettes disgust him. In these testimonials, the users of Juul identify to smoking at an early age. These rationales are the ones used by the firm to influence their customers to use their products. Juul’s Community Another approach deployed by this firm as a technique of motivating their customers and market their products is that the firm has developed a community of consumers who freely socialize. All the smokers can interact with one another and help one another in dealing with their smoking habit. This is a community that comprises of the former users of cigarettes who have fully stopped smoking tobacco cigarettes and resorted into the vapes produced by the firm. The firm’s main objective is to reduce addiction to smoking cigarettes by providing a better alternative to that. The community facilitates the achievement of this objective in various ways. One of these ways is that the members of the community get to share their past experiences as a way of motivating those who have not quit doing so. Angela, a member of the community says she started smoking while she was in the air force due to an influence of her colleagues. She claims her least favorite thing about smoking cigarettes was the smell and the taste in her mouth. She also says she cared much about another people’s comment when they Manipulative Tactics that Juul uses to influence Generation Z 6 smelled the stench of cigarette from her. She was also embarrassed about the fact that she had to hide it from the people around her. Luckily, she found out about Juul by reading stories about it on the internet. She was amazed by its simplicity as one didn’t have to tweak it and fiddle with it. She goes ahead to say that the benefit of this product is what she found the solution that she had been looking for. By using Juul, it lets her be herself without the stereotype of being a smoker. Unlike the cigarettes, it leaves a fruity fragrance in the mouth. Another member of the community who goes by the name Sage, 41 years, who works in the film industry says he started smoking cigarettes at the age of 17. His smoking had affected a lot of people in his life to a high degree. It affected mostly his parents and sisters, making it the most challenging component for him as a smoker. He says his transition from cigarettes to Juul was not a planned one. He was on a vacation with his girlfriend in Costa Rica, he ran out of cigarettes and since they were in a remote area, there was nowhere to buy the cigarettes. His girlfriend proceeded to hand him this product that he got to try for the very first time. "It was the first e-cig that I'd ever tried and used that not only had a really good pull for me and gave me the same sensation that I had been used to and accustomed to but also the form factor that it was similar to what I had been experiencing,” says Sage. He goes ahead to say that it only took him like a week of having the Juul in his hand before he realized that he eventually would catch himself reaching for his Juul product before reaching for his pack of cigarettes. Another member of this community who goes by the name Lauren stays in Los Angeles. She does act and commercials. In her story, she says she switched to Juul about a year and three months ago. She started smoking at the age of fifteen. By then she was only doing it for fun as she didn’t even know how to inhale properly. She officially knew how to smoke at the age of 17. Manipulative Tactics that Juul uses to influence Generation Z 7 In her professional field of modeling, the photographer would occasionally want to take a snapshot of her with a cigarette in her mouth. To her as a model, she felt it made her sexy. Right now, she feels like she is the Juul’s spokesperson whenever she sees smokers. Moreover, she is having people trying it out all the time, and she constantly encourages them to use the Juul product instead of smoking cigarettes. From the above stories in this community developed by this firm, it is evident that there is an interaction amongst all the smokers. In addition, through this, the smokers get to hear about one another’s story and eventually get to completely quit smoking tobacco, hence the firm meets its primary objective. Endorsements and Advertising Juul products also get major endorsement deals from various organizations. Through these endorsements, Juul gets to make its size of market bigger and make its products more popularly known to the public. One of the companies that help endorse Juul is the monthly American magazine, Wired, which puts its focuses on the effects or impacts of technological developments on politics, economy, and culture. In an article published by Wired in April 21st, 2015 that had the title “this might just be the first great e-cigarette” the author went ahead to say how everyone at Pax labs is usually vaping and every second puff which is in form of white clouds are seen rising from almost every desk. The article further goes ahead to tell the story of the new product by the Juul company as described by the lab’s Chief Executive Officer James Monsees. In his remarks, he says that the newest product from the company’s lab (Juul) is an e-cigarette system which has a vaporizer the size enough to fit into a pocket and juice cartridges of nicotine that one can swap in and out. The article goes ahead to say that $50 rated e-cigarette’s main aim is nothing less than putting the Manipulative Tactics that Juul uses to influence Generation Z 8 smoking market at the level of beauty, safety, delicacy and a better product which is just flat-out. The article highlights that Juul is not like most of these mainstream e-cigarettes that come in round and small designs meant to bring out the impression of real cigarettes or appear big and complicated. Juul is thin, rectangular in shape and doesn’t need any cleaning, hence, it has no work involved in its maintenance. The only works you must do is place the device between your lips and then inhale gently. According to the article, this company is trying to create and bring in something new and different to market-the piece describes Juul as the iPhone of e-cigarettes. The CEO’s main objective is not to come up with the closest approximation of using cigarettes based on technological advancement. What he wants is to evolve cigarettes through Juul. The CEO wants to make the smokers look cooler. By using the product, one looks like you’ve just plugged a USB disk in your mouth. The article goes ahead to describe the Juul experience as more fascinating as compared to the common tubes and insipid glow sticks. The article tells us more about the use of Juul as it says that this product also has its own advantages; tapping one of the sides of the device twice will lead to the blinking of the LED light located at the front. This indicates the amount of battery charge you have left. As per the article, the level of awareness and the use of e-cigarettes have been on the rise for years and have even become more popular amongst teenagers. The article states that the other types e-cigarettes do not have the required amount of vapor; they are cheaply made and don’t feel that good to use. The fact that most of the other producers of these products are working with a similar ideology, shows that there is only one better preference, and that is Juul. The article further talks on the hopes of the company of using their quality brand to overcome the marketing muscle. This is the one way through which they Manipulative Tactics that Juul uses to influence Generation Z 9 can stand the test of time. From this article, written by David Pierce, it is clearly observable that this is a major campaign technique through which Juul has been endorsed. The perceptions created to the readers are that Juul is a product of pleasure. Its use and, to some point, its addiction property make most people want to derive some form of luxury and enjoyment. Clearly, through the publication of the article in the Wired magazine, it not only motivates one to try out this product but also neglects other products of similar type. Another organization that has actively endorsed the use of Juul in the society is the official newspaper of the University of Texas, The Daily Texan which thinks that people should put their stigma aside. It goes ahead to say that Juul is a good product and particularly describes it as a godsend product for those smokers of cigarettes who are looking to quit. Kateri David, the writer of that column of the newspaper says that for most people who spend their time on the Westside of the campus; “juuling” is not something new. He goes ahead and says that the ubiquity of this product on campus singles out older students and brings into picture a shaft of a new culture. He says describes the product as one of the things that we should all welcome with open arms. Like the other endorsement parties, the newspaper goes ahead to tell us more about the convenience of Juul in relation to its design and shape. The newspaper also talks about its price as being cheaper as compared to the other traditional e-cigarettes. The article acknowledges that the nicotine content of one Juul is equivalent to the nicotine content of two packs of cigarettes. David goes ahead to and says this was to help kick the habit of forty million smokers of cigarettes. This makes the audience get appealed to by the kind of “high” that is twice as much. As per the paper, cigarettes contain harmful substances among which include carbon monoxide and tar. This contrasts with Juul whose only negative health outcome an addiction to nicotine is. Manipulative Tactics that Juul uses to influence Generation Z 10 The writer goes ahead to say that there are those students who are not ready to take the risk but really crave for the delivery of the nicotine pleasure. In his piece, the writer highlights that on campus, for those who are looking forward to quitting smoking cigarettes, vaping students are the best recommendation to them. The above-mentioned parties are just but a few that have endorsed the use of Juul. How it works Interactive and positive working environment by Juul Generation z is often known as the up and coming consumer population born in the late ’90s. This generation consists of people whose entire lifestyle circulates around the social media, they are social natives. For this generation, they see no need to know the number of your phone when they can locate you on multiple platforms of the social media by just clicking a button. Most recent marketers including Juul have come up with different ways through which they can understand the behaviors of this generation and further get their attention. This generation is a demanding generation; they see a two-day delivery as wasted time and they would rather have the same day delivery. This is that generation that will ditch you in case your online chat responses are slow. This is because in their entire life they have had access to information and therefore they expect everything to be easily accessible. This generation is also more enthusiastic and obsessed about rewards. Research by The Crowd Twist says that more than two-thirds of this generation is already involved in loyalty programs. This generation has no issue with getting notifications or even receiving texts about offers and they would even give personal information just to get the rewards or the offers. They are not driven by the loyalty of a brand but rather by the price. Manipulative Tactics that Juul uses to influence Generation Z 11 Juul as a company has put almost all the above-mentioned considerations into their marketing strategies in order to provide a positive and interactive environment which is essential for generation z. Initially, marketers and those involved in sales could not stop talking about the millennial population. This is because they hold the biggest buying power share and bring an immense influence on the corporate and business culture. This, however, is not the case as the figures of sales for Juul show a different scenario. Juul, on the contrary, has been associated with generation z even though that was not its initial target audience. A quarter of the population in the U.S. is made up of this generation and according to research by Fast Company, 40% of all consumption by the year 2020 will be accounted for by this generation. This research clearly tells us that any business that intends to hop ahead of the trends and be successful for a long time to come needs to put into consideration this group that is bringing into shape the culture of the youth today. The company needs to work on getting their loyalty and attention and get to understand their values and above all, wants and needs. To create a favorable environment for the interaction and working of this generation, these are the exact things that Juul as a company has tried to achieve. Generation z has demands of different kinds and for a company whose product’s main consumer is this generation, it needs to come up with ways through which it can keep up with the demands and requirements of this generation. Talking of the requirements of this generation, it does not only mean the products of the company but also approaches, value, strategies, experiences among others. First, as a company targeting this generation, you need to make a simple experience which is also intuitive at the same time. The main reason behind this is because the patience this generation is very little. If something does not meet their expectations or is too slow, they’ll drop it. These days, it takes more than just digital ordering. There is a need Manipulative Tactics that Juul uses to influence Generation Z 12 for direct engagement of your brand and your consumers via programs of loyalty. For instance, availing your consumers with mobile apps with different elements of engagement which including reward programs based on points and more. Due to their lack of patience, this generation highly values their attention. This calls for the company to put more creative values on its products and services. Things like valueless sponsored content are the kind of things this generation gives a deaf ear to. They rather look for channels and brands that cater for their wants and needs, either in form of entertainment or knowledge. Juul ensures that through online platforms they can reach out to generation z and appeal to them through the above criteria. Meaningful interactions among customers on a regular basis As a company, you also need to pick on a more practical approach when dealing with this generation. They always want to be involved in a manner that makes them feel more rewarding enough or comfortable. They rather go for the quality of the Juul product but not the experience. For this generation, the use of social media is not just to get in touch with their friends but for them, it is a lifestyle, they want to put it into other uses such as getting to know more about new brands and products. This is the main reason why Juul has put the social media as a strategic platform not only for marketing of its products but also as a way providing its consumers with a platform where they can freely interact with one another and get to know more about each other as the users of a similar product. The company also uses social media as a platform for getting the consumers thoughts and feedbacks and put their products into a recommendation to different social networks. All the above features show that Juul as a company has provided more than just an e-cigarette. It has provided the consumers of this product with an interactive program and a positive working environment based on the needs of generation z. Manipulative Tactics that Juul uses to influence Generation Z 13 As all factors point out, generation z is the upcoming powerhouse of consumption, a factor that makes firms such as Juul to put in measures that ensure their customers interact on a regular basis as interaction is an essential factor for this generation. The interest of this generation is to find a way of interacting and bonding with brands of their interest in different ways. A research by IBM, Institute of Business Value, and the National Retail Federation says that 44% of this generation is interested in sharing ideas of the designs of products to different firms. The same research says that this generation selectively chooses the brand they want to interact with. 42% chooses to interact with brands that use athletes and celebrities to endorse their products, 53% interact with brands that show an understanding of them as an individual; 55% interacts with brands that are socially responsible and eco-friendly, and lastly 62% of this generation is interested in interacting with new brands and that they perceive as fun. According to a study by Gen Z brand relationships, providing this generation with opportunities of engagement with the brand and relations of transparency is a good way of reaching out them. This generation mostly makes decisions of loyalty based on sustainability. Juul as a firm knows that developing a strong brand message that has its identity based on the cause is going to do very well with this generation in terms of their interaction. Juul’s ability to have a more personal connection with the generation z through their developed community for interaction has also given the firm an additional benefit of attracting a consumer society which is even more willing to go an extra mile to get the luxury brands of the firm. This generation often expects their interactions with different brands to be highly personalized since they know that these brands have more access to the data of the customer which includes their preferences and shopping habits. To engage this generation in a meaningful interaction, do not infringe on their privacy. This generation may be having a hyper-personal Manipulative Tactics that Juul uses to influence Generation Z 14 social media experience, but they are still keen on the protection of their own privacy. Juul has also connected with generation z at their own personal terms so that they do not become so invasive. The fact that this generation often gives feedback through comments or feedback portals on websites has given Juul the opportunity to have an interactive platform with its customers and through that get to develop meaningful interactions with them. Juul as a firm has learned that this generation always wants the option to opt out; this generation has shorter spans of attention which in addition to their lack of patience they do not like things like ads that cannot be skipped like pop-ups and pre-rolls. Likewise, when firms or brands provide an interactive incentive, they will adventure into it. This shows that they also like the option to opt in. Several firms these days use athletes and celebrities to endorse their products. Endorsements that are done by celebrities often lose their luster once they do not seem to be authentic and genuine. There is a new type of endorsers called social influencers. These are the people branded as online celebrities. Generation z can be more swayed by online celebrities as compared to traditional celebrities, depending on the product. When it comes to meaningful interactions, there is always the gender factor. Most girls of this generation would be found interacting in Instagram, snapchat, Facebook and Tumblr while boys tend to take most of their time watching television. By getting to know this, the information gives Juul an upper hand in its intention of bringing out a meaningful interaction among its customers. Under gender, the boys of this generation have a tendency of measuring the quality of a product or as they call it, “coolness” of the product based on what their friends think of that particular product as opposed to the girls who measure the quality of a product based on the type of feeling it brings to them. Manipulative Tactics that Juul uses to influence Generation Z 15 Online shopping experience of generation z Juul, as the firm says, was designed with the smokers in mind. In relevance to the interest of its consumers which mostly constitute of generation z, Juul has developed an online shop where you can get Juul devices, Juul pods, and other accessories. An internet survey by Civic Science shows that 43% of the total respondents cited that convenience is the main reason, while online shopping is a better option compared to other ways of shopping. Other factors that make generation z perceive online shopping as a better alternative include transparency of the prices of the products, home delivery services, the variety of products of the same brand to choose from and there is also product comparison and reviews. According to generation z carrying almost ten shopping bags from the supermarket is slowly becoming a thing of the past. This generation would rather have their products ordered online and delivered at their doorstep. Juul has capitalized on this by providing an online platform where their customers can order the products of their desired choice and get them delivered. The field of online marketing is not stagnant. It keeps on pushing boundaries and evolving all the time since they know that generation z is well conversant with the fact that the internet is convenient for them. The online franchise of Juul as a firm is constantly trying to keep its customers amused all the time. There are those people who might be using Juul’s e-cigarettes secretly and do not want other people to know or maybe do not want their privacy infringed. This is another reason which has encouraged Juul as a firm to develop online shopping in relevance to its customers. Manipulative Tactics that Juul uses to influence Generation Z 16 Another big criterion for making their techniques work is avoiding crowds. Generation z is an online-oriented generation, hence wants very little to do with crowds especially if it involves something that they could use another alternative. This generation is known for its lack of patience and this is one of the many reasons why you will hardly find them in long queues in the malls and stores waiting to purchase something that they can purchase online. Juul as a firm thought that instead of having a lot of retail shops, in accordance to the interests of its customers, developing an online platform where its customers would purchase similar products as they would purchase in stores would be easier and more convenient to its customers. Product Tactics that Juul Uses to Hook Generation Z into Their Product Juul is a firm that promotes the well-being of its customers as its primary purpose while encouraging interactions with its clients which are effective manipulative marketing techniques that influence Generation Z into buying their product. Juul labs are the leading e-cigarette maker, which has concessionary received critics on the way they market their products. This is expected of them as they must remain relevant in the market for their continuity. Belluz (2018), gave a narration of Stewart, who got to know about Juul while still at high school. By then, he occasionally smoked cigarettes and was already familiar with smoking. His friends were already vaping which looked a bit classier than just smoking cigarettes. It was even socially accepted that sucking e-cigarettes is a good alternative to smoking cigarettes. For these reasons, Stewart also started experimenting with them. Addiction followed and at 19, his consumption resembles two packs of cigarette in every four or five days. According to Harrel (2017), ecigarettes are commonly used by the younger generation who praises it for the different flavors it offers. In most cases, it acts as a starter to many young smokers who may later smoke cigarettes. In the year 2017, the use of e-cigarettes grew by over 40%, which was mainly influenced by Manipulative Tactics that Juul uses to influence Generation Z 17 Juul. A notable improvement has also been noted as by March this year, Juul increased the number of retail shops by half. The main difference between Juul and her competitors is the nature of her products and their marketing strategy. Their motto, improving the lives of one billion adult smokers, suggests that their intention is to help adult smokers abandon this behavior. Cigarettes are addictive and most smokers’ lives to regret the reason as to why they adopted the habit. Since they try as much as possible to stop, their attention can be attracted by anything that can help them to eject the addiction. However, this doesn't only attract old smokers. The young generation thinks that it's better than a cigarette as it is being used as a counter-cigarette strategy. This attracts them, and, in most cases, they are also addicted to nicotine which is like that in the cigarettes. Talking about their products, two former smokers, James Monsees and Adam Bowen realized the difficulties they were subjected to especially when it came to be smoking in public places. For this reason, they decided to think of a way to counter the problem and this led to the genesis of Juul products. A smaller device that had a look that resembles that of a flash disk was designed and it has several advantages against other e-cigarette making firms. For example, they were much smaller, and one could use in any place without attracting much attention from the public. Young people in colleges and schools that have abolished cigarettes prefer it because it can be hidden within their classes and dormitories with less risk of detention by the schools’ management. This also explains the reason as to why many young people have been preferring it over the rest. As mentioned earlier, Juul product has massively taken control among the current young generation Z. Every manufacturing firm must do all it can to retain and/or grow their market. Juul isn’t an exception. Their goal is to help the active smokers stop it, but their products are Manipulative Tactics that Juul uses to influence Generation Z 18 most popular among the young generation. To retain this market, I suppose that the firm ensures that the population is not properly equipped with information relating to this. For example, according to Nedelman (2018), they attempted to sponsor programs that seek to campaign against vaping. However, we realized that the company abandoned the effort not long after the first outreach. It should also be noted that most teens engaging in the usage of this product don’t know that it still contains the addictive nicotine (Belluz, 2018). Juul has had eight flavors including the sweet, fruity ones. Sweetness is mostly used to make children consume bitter foods or those with an unpleasant taste. For example, most medicines are bitter, and the pharmaceutical industries don’t care for the grownups taste. However, an appealing flavor is added to those products whose target is the young kids so that the expected goal is achieved. A similar scenario exists in the smoking industry. Younger people may avoid smoking due to its unpleasantness. The sweetness added by Juul has encouraged many into smoking and some have gotten into e-cigarette smoking. The product is also addictive, and the company is assured of retaining its high demand. The Juul’s mobility and easy nature to use in any place can also act as attractors especially for those in places where substance use is not permitted. This is the reason as to why Harrel (2017) concluded that they should stop making products that are appealing to this generation. Juul has had both positive and negative impacts in the society. The positive impact has been realized only in relation to the generation that used to smoke and is willing to stop. Many people have used it as an alternative and successfully rejected cigarette smoking. The company has also employed several people in their manufacturing plants and retail shops among other departments. These people earn a living that aids in feeding their families, combat crime, improve living standards and improved economic development. Its attempt to finance anti- Manipulative Tactics that Juul uses to influence Generation Z 19 vaping programs among schoolchildren and young people has also enlightened the young generation that this product is not healthy. Despite the argument that the number of turners is very small, a single person explains a great achievement. However, it also possesses the negative side. For example, when it comes to helping smokers abandon the behavior, this alternative still has the addictive nicotine, which is like what a cigarette possesses. According to Belluz (2018), nobody knows ...
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Running head: MOTIVATION TECHNIQUE

Motivation Technique
Student Name
Institution Affiliation
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MOTIVATION TECHNIQUE
Introduction
Juul has for a long time relied on manipulative tactics to influence the consumer
behavior of generation X to purchase more of its products. In particular, the firm has
effectively used customer trends and insights as an insight out strategy of increasing
the sales volume by ensuring that all its products match the consumer need,
preference, and expectation in the market: the firm is well known for its strategy of
promoting the well-being of its customers in its daily activities to promote high sales
volumes, thus generating more profits.

In the context of marketing a firm’s products, generation Z refers to the target
market based on the demographic characteristic of the age bracket of those who were
born between 1990 to date. They are referred to as the generation Z given that this
was the period when the invention and popularity of the internet came into being.
Thus, their purchasing behavior, trends, and insights are highly influenced by the
intent. Thus, firms usually integrate the internet in the marketing strategies to strict
the attention of their custom segment. Thus, generation Z provides a potential market
for Juul which can only be exploited by initiatives focusing on the internet to promote
the welfare of individuals.
Juul is a cigarette alternative product that is essentially produced with
Generation Z as the target customer segment. It is marketed as a better alternative
cigarettes brand that causes less addiction as compared to the current brands of
cigarettes in the market. Consequently, Generation Z has found it as a good cigarette
to quench their thirst of smoking without having to risks addiction and other effects of
smoking. However, Jull firm requires extraordinary marketing skills that are essential
to achieving its marketing objectives when targeting the Generation Z customer
segments. This is particularly so because the Generation Z consumer segments insist

MOTIVATION TECHNIQUE

3

on customers who have the tendency of aiming at more than the product. Conversely,
the firm relies on their trends, insights, and buying behavior to identify the most
appropriate marketing strategy to promote the Jull brand of cigarette to the Generation
Z which happens to be its specific target customer segment.
One of the most effective strategies that Juul has used to influence the
purchasing behavior of the Generation Z consumer segments is the use of motivation
marketing techniques. Conversely, Juul offers its customers testimonials from real
users of the firm’s product. This testimonials act as persuasive messages that convince
the potential customer to buy the product. Consequently, the Generation Z also give in
to the motivational messages given as testimony by customers who have to use the
product before and end up purchasing the Juul product with hopes of experiencing a
similar feeling like the previous customers.
Another strategy sit e creation of a community of smokers where Generation Z
may join other smokers to interact with one another and gain more knowledge and
information on sustainable and responsible smoking habits. They also learn how to
deal with negative influence and effects of smoking, thus ensuring that they manage
their smoking habits. The firm also relies on product endorsement from firms like
Wired and Men's Fitness to promote the motivating factor that Generation Z looks for
in product-purchase. This strategy has yielded a positive outcome in the Generation Z
product, thus increasing the sales volume from the product.
Discussion on the Survey Questions
The study relied on an experimental survey with structured questions to
establish what makes Juul different from other e-cigarette firms. In addition, the
survey questionnaire sort to examine how the Generation Z customer segment seems
to comprehend and accept the product from Juul. In essence, the survey focused on

MOTIVATION TECHNIQUE

4

ascertaining how the firm manages to retain the generation as customers. Another
significant aspect of the study contained in the survey questionnaire is how Juul has
contributed to the community either positively or negatively. It also sorts to ascertain
whether the product from Juul was superior compared to other similar products in the
market.
Since the study was focusing on the motivational techniques used by Juul to
attract the Generation Z to purchase the product, the survey questionnaire sort to
ascertain what the Generation Z focuses on while determining the appropriate product
in the market. In addition, it sort to ascertain the nature of raw materials that Juul use
in its product and how relevant the raw materials are as far as in increasing the
customer base among Generation Z is concerned. Finally, the survey questionnaire
sort to ascertain any other firms available in the market that accrues the same attention
to Generation Z as compared to Juul's product.
With these survey questions in mind, the responses obtained from a total of
239 participants who were sampled for the study had a certain level of statistical
significance to the study question. Of the 238 participants, 2016 generation Z
consumers, representing over 86.55% of the participants expressed an extreme level
of familiarity with the Juul electronic brand of cigarette. However, only 18
participants representing 7.56% of the respondents were very familiar with this
electronic brand of cigarettes while 6 participants representing 2.56% were not
familiar with this electronic brand of cigarette at all. While only 3 participants
representing 1.26% of the population were not so familiar with this brand.
Another 5 participants representing only 2.10% were somewhat familiar with
this brand of cigarettes. The high number of participants who were extremely familiar
with this electronic brand of cigarettes clearly indicate that the motivational technique

MOTIVATION TECHNIQUE

5

used to influence Generation Z to buy the brand of cigarette was effective. Perhaps
this explains the low number of participants were not familiar with the cigarettes at all
which can be treated as an insignificant number that would not have any impact on
the purchasing power of the participants.
Out of the 234 participants who took part in the survey research, only 161
participants, representing 68.80% heard of the Juul brand of the cigarette through
recommendation by their friends. Anther 47, representing 20.09% of the participants
heard about the Juul brand of the cigarette through social media while 11 participants
representing 4.7%% heard of the cigarette brand through Pop Up advertisements. The
other 15 participants presenting 6.41% of the population heard of the electronic brand
of the cigarette through other means other than the ones specified by the survey
questions.
The high number of participants who heard of the electronic cigarettes brand
through social media, pop Up advertisement, and recommendation from friends
clearly illustrates that the internet palsy a key role in influencing the spending habit of
the Generation Z consumers who were the target customer segment for the product.
Equally, it indicates the effectiveness of the friend’s testimony which worked well to
convince over 68.80% of the Generation Z participants to buy the product.
Out of the 238 participants, 214 were not using any kind of non-electronic or
electronic smoking devices or cigarettes apart from the Juul brand of cigarette. This
number represents 89.92% of the population who took part in the survey. However,
only 24, representing a total of 10.08% of the population survey were currently using
a non-electronic or electronic smoking device or cigarettes. Clearly, the higher
proportion of the participants who were not using any form of cigarette indicates that
they were only influenced to use the Juul brand of cigarette due to the effectiveness of

MOTIVATION TECHNIQUE

6

the motivation techniques and the influence of their peers who had tasted the feeling
fo the Juul electronic cigarette.
Although only 26 participants gave responses on the type of smoking devices they
currently use, 8, representing 30.77% revealed that they use cigarettes, 11participanst
representing 42.31% revealed that they use electronic forms of cigarettes while 7,
representing 26.92% of the participants revealed that they use other forms of smoking...


Anonymous
Awesome! Perfect study aid.

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