Published on

As presentation in Advertising in uni.

Published in: Business, Health & Medicine
1 Comment
  • please send me this ppt my email;
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide


  1. By Kitty Wang 2003 As Homework for Advertising and Communication From Women to Men Marlboro
  2. <ul><li>I History of Marlboro </li></ul><ul><li>II women </li></ul><ul><li>history background </li></ul><ul><li>ad design </li></ul><ul><li>III Man </li></ul><ul><li>history background </li></ul><ul><li>ad design </li></ul><ul><li>ad campaigns </li></ul><ul><li>IV Sports and others </li></ul><ul><li>V Marketing of Marlboro </li></ul>
  3. History of Marlboro 1902 Tiny Philip Morris sets up a corporation in New York to sell its British brands <ul><li>Philip Morris, </li></ul><ul><li>Blues, </li></ul><ul><li>Cambridge, </li></ul><ul><li>Derby </li></ul><ul><li>Marlboro </li></ul>Marlboro was named after Marlborough Street, where its London factory is located. Marlboro is one of the earliest woman’s cigarette, featuring a red tip to hide lipstick marks. Man Always Remember Love Because Of Romantic Only
  4. &quot;Has smoking any more to do with a woman's morals than has the color of her hair?&quot; the advertisement reads. &quot;Marlboros now ride in so many limousines, attend so many bridge parties, and repose in so many handbags.&quot; Women: 1902-1953 1924 Philip Morris re-introduces Marlboro with the slogan &quot;Mild as May&quot; Mild as May Theme
  5. Women: 1902-1953 Baby Theme
  6. Women: 1902-1953 It never caught on 1942 Brown and Williamson claims that Kools keep the head clear and give extra protection against colds. Lucky Strike, Chesterfield, and Camels all promote the health benefits of their cigarettes, including the prominent display of physicians. This practice continues into the 1950s, when it is abandoned in favor of silence on health issues. 1910 : Pall Mall, Sweet Caporals, Piedmont, Helmar and Fatima. 1917 : Lucky Strike, Camel and Chesterfield. 1930 : Lucky Strike, Camel, Chesterfield, Old Gold and Raleigh. 1940 : Camel, Lucky Strike, Chesterfield, Raleigh and Old Gold. 1950 : Camel, Lucky Strike, Chesterfield, Commander and Old Gold.
  7. Men: 1955 1954 Marlboro advertising taken over by the Chicago ad agency Leo Burnett. &quot;Delivers the Goods on Flavor&quot; ran the new slogan in newspaper ads. Design of the campaign, which features ‘Marlboro Men,’ is credited to John Landry of Philip Morris. Prior to initiating this campaign, Marlboro had <1% of the US market. 1954 年至 1955 年销售量扩大了 3 倍,一跃成为全美 10 大香烟品牌。 1 the addition of an integrated filter 2 the re-invention of the market through the debut of the &quot;Marlboro Man&quot; advertising campaign. Changes in 1955
  8. The original Marlboro Man campaign featured close-up images of all kinds of men using the product -- the cowboy was one, along with lifeguards, sailors, drill sergeants, construction workers, gamblers and other types suggestive of a masculine spirit and rugged independence. Men: 1955 He’s not a cowboy
  9. Men: 1955 He’s not a cowboy
  10. Men: 1955 He’s not a cowboy
  11. Men: Softer 1957 By 1957, Marlboro's sales were skyrocketing. Unfortunately for Philip Morris, however, 1957 also brought with it one of the first rounds of negative publicity. A study published in Reader's Digest linked smoking with cancer. In response, Marlboro once again turned to show its softer side. But this time it made sure to do so in a way that might retain the masculine appeal the company had worked so hard to cultivate. While calming the nerves of anxious smokers. Instead of focusing on the mysterious tattooed Marlboro Man, it turned the camera to sultry singer Julie London, who would share a smoke with her lucky male companion in between verses of the dreamy new &quot;Settle Back With a Marlboro&quot; theme.
  12. Men: 1963 American politics became more complicated in the 1960s, Jack Landry, the Marlboro brand manager at Philip Morris, saw an opening into which the cowboy fit like a glove. &quot;In a world that was becoming increasingly complex and frustrating for the ordinary man,&quot; Landry explained, &quot;the cowboy represented an antithesis -- a man whose environment was simplistic and relatively pressure free. He was his own man in a world he owned.&quot; 1963 Marlboro dispenses with tattooed sailors and athletes as the Marlboro Man and settles on the exclusive use of cowboys. For several years, Philip Morris research had shown that sales increased whenever they cowboys appeared in their campaigns. Marlboro's television advertisements in the '60s reflected the idea of freedom in wide-open spaces, especially once the theme from the movie The Magnificent Seven was added to the scenes of cowboys leading their herds through dusty canyons of &quot;Marlboro Country&quot; or charging off to rein in a stray colt. Part of the success of the campaign might be attributable to the fact that Marlboro forged some credibility by using real cowboys in some of the ads instead of actors just playing the part. He’s a cowboy
  13. 1964 Marlboro Country ad campaign is launched. &quot;Come to where the flavor is. Come to Marlboro Country.&quot; Marlboro sales begin growing at 10% a year. Campaigns
  14. 1971 TV cigarette advertising banned. RJ Reynolds' top-selling Winston brand, which had been challenged by Philip Morris' Marlboro for most of the 60s, is particularly hard-hit. While the Marlboro cowboy translates into print advertising beautifully, Winston's only identifier was the jingle, &quot;Winston tastes good, like a cigarette should.&quot; Winston focuses on promoting car racing, but steadily loses market share to Marlboro. Campaigns 1970 Most popular brands: Winston, Pall Mall, Marlboro, Salem and Kool. 1972 (1975?) Marlboro becomes the best-selling cigarette in the world. 1980 Most popular brands: Marlboro, Winston, Kool, Salem, and Pall Mall. 1990 Most popular brands: Marlboro, Winston, Salem, Kool and Newport. Marlboro outsells Winston by a 3-to1 margin.
  15. Sports and others 1989 During the 93-minute broadcast of the Marlboro Grand Prix, the Marlboro name appeared on the television screen 5,933 times for a total of 46 minutes. Sponsorship of televised sporting events becomes the principal means by which cigarette companies subvert the 1971 ban on TV advertising.
  16. Marketing of Marlboro (一)、正确的市场细分 ( 二)、标准化的市场推广 (三)、充分利用社会思潮 ( 四)、一致性与灵活性相结合
  17. Marketing of Marlboro 明确的不一定是正确的。 1 、 正确的消费群体定位。 2 、 全新的明确的广告定位。 3 、 明确的情感利益诉求。 20 年代的市场观念明显偏重于产品经营与消费者利益的考虑,而缺乏以长远的经营、销售目标为引导的带有主动性的形象意识,广告口号显得过于文雅,而且又是对脂粉气的附和。致使广大男性烟民对其望而却步,同时强调女性消费者的喜好,为未来发展设置了障碍,导致消费者范围难以扩大,又由于女性烟民对烟的喜好远不及对服装的热情,而香烟是一种特殊的商品,它必须形成稳定的消费群。 (一)、正确的市场细分
  18. Marketing of Marlboro ( 二)、标准化的市场推广 万宝路为了保证它成功的广告创意能被有效的在世界各地执行,它不仅持续的与李奥 . 贝纳所在的广告公司合作,而且制定了严格的广告运作标准:    1 .牛仔是英雄,他控制着周围的世界。    2 .牛仔必须是可信的,不必问每个细节的真实性。    3 .万宝路图片必须是自然拍摄的,决不是人工制作或矫揉造作的。    4 .万宝路广告必须以最高标准执行,以确保最佳效果。    5 .万宝路广告的主题必须保持不变,具体设计必须富于变化。    6 .万宝路世界必须是美妙的,它的美丽景色和难忘面貌必须始终被强调。 此外,万宝路还要求它所参与的社会活动必须能体他的品牌精神,如万宝路对许多世界性体育比赛提供的赞助活动都有一些共同的标准:    1 .活动必须与特定的目标群体的利益与兴趣相关。如一级方程式赛车是年轻、豪放、冒险的青年男女感兴趣的运动,而万宝路的目标群体正是这类人。    2 .活动必须有广泛的影响力,全球性的覆盖面。    3 .活动应符合公司所期望的行业领先的声望需要。    4 .活动的宣传必须与一个市场领导者的身份保持一致。公司希望被看成是鼓励并承认那些在各自的领域中成为“第一”的人的努力,就如同万宝路在香烟领域中的领导地位一样。
  19. Marketing of Marlboro 美国的 20 年代被称作”迷惘的时代“。经过第一次世界大战的冲击,许多青年人都自认为受到了战争的创伤,只有拼命享乐才有冲淡创伤的可能。于是,他们或在爵士乐中尖声大叫,或沉浸在香烟的烟雾缭绕之中。无论男女,嘴上都会悠闲地衔着一支香烟。 In the 1960s, as American politics became more complicated, Jack Landry, the Marlboro brand manager at Philip Morris, saw an opening into which the cowboy fit like a glove. &quot;In a world that was becoming increasingly complex and frustrating for the ordinary man,&quot; Landry explained, &quot;the cowboy represented an antithesis -- a man whose environment was simplistic and relatively pressure free. He was his own man in a world he owned.&quot; (三)、充分利用社会思潮 在二战后美国的世界影响逐步强大的过程中,美国社会的价值观和生活方式对其他国家人民尤其是不发达国家的人民有着较大的吸引力,大多数国家人都以能拥有美国货为荣。 有人曾说过:“如果一个美国人想欧洲化,他必须去买一部奔驰;但如果一个人想美国化,那化只需抽万宝路。穿牛仔衣就可以了。”
  20. ( 四)、一致性与灵活性相结合 Marketing of Marlboro 70 年代,当万宝路广告在香港开始拓展时,香港人虽然对其优美的情境和美妙的音乐持欣赏态度,但对终日策马牧牛的牛仔却无太多好感 . 在香港人的心目中,牛仔是低下劳工,这就是在感情上格格不入。公司对万宝路广告做了及时的调整,在香港电视上出现的不再是美国西部纹身的牛仔,而是年轻、洒脱、在事业上有所成就的牧场主。在广告宣传上,打出“美国销售量第一”这一信息后,提出万宝路“希望给你一个多彩多姿的动感世界”,山丘、森林、海滨、沙滩,及伴随着优美的音乐而现的一幅幅豪迈地策马驰骋的景象,从而成功地敲开了香港的大门
  21. Thank You for Coming to Marlboro Country