Specialexponering är ett värdefullt verktyg, En studie om Specialexponerings påverkan på försäljningen av snus.

Sammanfattning: The current legislation on marketing of tobacco products creates problems for Swedish Match, and obstruct its marketing communications. The purpose of this paper is to investigate Swedish Match's marketing strategy of product category snuff, through a special exposure. In store placement has a great affects on customer buying behavior and studies have shown that 70-80 percent of all purchasing decisions are made in the store, which in turn provides great opportunity for retailers to use their marketing tools for influencing customer buying decisions.Our thesis study is to test a double exposure of snuff with the help of three special exposure. These three special exposures are fridge, fridge with a sign and sign. The purpose of the study is to test which of these three special exposures that have the greatest impact on sales. With this we want draw a conclusion about which of these special exposures really are effective as many studies explains. After completing these three special exposures, we had two very different results. The special exposure to cold resulted in an increase in sales for a total of 198 percent. Special Exposure to cold and sign gave sales up 192 percent while the sign did not give any increase in sales at all, had to sign on with reduced sales by 86 percent. This result, we can not interpret in any other way than a refrigerator or a refrigerator with a sign can be no doubt contribute to a very large increase in sales, however we can not safely conclude that the sign does not have an influence sales.This therefore shows that a double exposure with a special presentation can affect the sales volume significantly and it is concluded therefore that a special presentation with fridge or fridge with a sign is clearly a viable alternative for the store owners if they want to increase sales of snuff. For Swedish Match gets special presentation is an important tool for communicating to the customer but also to create an event around their products. Special Exposure may in turn provide increased sales results that do not violate the law on tobacco advertising.