Marketing of Marlboro

1. MARLBORO
“Mild As a may”

2. Learn all About Marketing of Marlboro
Let’s have a fine taste of marketing about Marlboro

3. 4p’s
product:
• Marlboro Red
• Marlboro Core Flavor
• Marlboro Flavor Mix
• Marlboro Gold Original
• Marlboro Gold Touch
• Marlboro Gold Edge
• Marlboro White Menthol
• Marlboro Black Menthol
• Marlboro Fresh
• Marlboro Blue

4. 4p’s
Pricing :
• The Pricing Strategy Of Philip Morris For Marlboro
And Its Other Products Has Been Highly Adaptable
Due To Difference In Taxation ,Income Levels And
Competitive Situation.
• Due To Large Market Share, Marlboro Can “Set”
Prices Of The Industry
• However, Affordable Pricing Strategy To Attract
Smokers.
• Common Cost Of A Marlboro Cigarettes Costs
Around Rs12/- Depending The Taxes

5. 4p’s
Promotions:
• Online Promotion: Discounts, Coupons, Birthday
Gifts, Concert Tickets, Competitions With Prize
For Registered Users.
• Aim At Young Crowd.
• Switch-selling” And “Buy One, Get One For Free”.
• Promo Codes.
• Boost Local Sales Through Local Vendors And
Through Sponsorship.

6. 4p’s
Placement:
• Available Across All Retailers And Vendors.
• Effective Sales.
• Advantage Of Large Market.
• Tie Ups With Various Sponsors To Boost Sales.
• Major Producer Of Cigarettes.

7. Segmentation
• Age: 25-64
• Sex: Male & Female
Demographic
• WorldwideGeographic

8. Segmentation
• Regular and rich class
• Attitude towards Product.
Behavioral
• Health Conscious
• Adventurous people.
• Freedom Lovers.
Psychographic

9. SWOT Analysis
Strengths
Skilled workforce
Large Market Share
Various Flavors.
Weakness
Future Profitability.
Competitive market
Opportunities
growing demand.
global markets
new products and services
Threats
Growing competition
Lower profitability
Government Regulations.
Political Pressure.

10. Targets
• Marlboro Targets Adult Smokers By Using
Mostly Packaging.
• The Flavor Line Is Used To Target Mostly Men
And Regular Smokers (Marlboro Man Is Mostly
Associated With Reds).
• The Gold Line Targets Women And Non-regular
Smokers. The Fresh Line Targets Young Adults
Between 18-24 With Its Modern Packaging And
Fresh Taste.

11. positioning
• Marlboro Brand Is A Good Quality For A Reasonable Price.
• Even Though The Product Was And Still Is Mostly Known To Be A Manly Product,
The Company Started To Target Younger Smokers By Introducing Their Fresh Line Of
Cigarettes.

12. Bcg matrix

13. Marketing strategies
• Focus more on point of purchase.
• Indirect Marketing.
• Surrogate Marketing.
• Build up more on the Loyal Customers.

14. Thank you!