Marlboro began in 1955 when Philip Morris relaunched the brand with advertising help from Leo Burnett. The Marlboro Man campaign carefully constructed the masculine image of the silent cowboy to appeal to white working class men. However, the campaign did not appeal to African Americans due to social disconnects at the time. Marlboro later changed its campaigns and products to target the African American community as well.

1. Marlboro
By Kuber Karol
Sec-C

2. PROMOTION
 MARLBORO AND WHITE AMERICAN
MASCULINITY
Marlboro Man began in 1955, when Phillip Morris relaunched its
Marlboro brand of cigarettes with the help of the Leo Burnett
advertising company of Chicago. At this time, Philip Morris had been
producing Marlboro cigarettes for over 30 years. timeless and
universal qualities of the Marlboro Man as cowboy were carefully and
artfully constructed. The Marlboro Man was the product of a
significant body of labor. Even his silence, supposedly a sign of
emotional depth, experience, and “simplicity of life,” was the product
of labor, specifically the product of labor invested in the visual image
over the written or spoken word. The most striking feature of the
Marlboro campaign was its use of a single, bold, photographic image
with hardly any copy.

3.  Due to various disconnects between the African-
American and White community the ‘Masculine’ tag
did don’t appeal to the black community leading to
marlboro to change their campaign to a different
style significantly removing their white cowboy
poster boy and making more appealing
advertisements for the african-american community.
 Therefore these early campaigns demonstrate that
marlboro started their promotion on the basis of
race which was a significant segregating factor for
the community.
AFRICANAMERICANSMOKINGANDMARLBORO
REJECTION

4. TARGET AUDIENCE- THE MARLBORO MAN
 You can’t meet the needs of your audience if you don’t know who the audience is. It is
necessary to define your target market to let your audience know that you are specifically
talking to them. Marlboro was initially advertised as a woman’s cigarette during one of the
feminist movements in the 1950’s, but Marlboro found that this target audience isn’t who
they should actually be talking to. Marlboro changed its strategy quickly and created the
“Marlboro Man.” The Marlboro Man was created to target the average working class man
in order to give them a sense of dominance during this time when there was a changing
of sexual roles in society. Men during this time were looking for a sense of guidance
because their usual place in society was changing with the feminist movements. This
advertisement of the “Marlboro Man” depicts an image of masculinity. The cowboy image
depicts traits of heroism and respect, traits that the white working class males were trying
to maintain. Obviously the new target audience of Marlboro wasn’t a coincidence.
Marlboro changed its target audience during a time of confusion and instability for the
workingmen.

5. PRODUCTS IN THE MARKETING
MIX OF MARLBORO
 Marlboro is a well-established brand whose products are marketed by Philip
Morris. It manufactures and markets heatsticks and cigarettes. Philip Morris
International markets Marlboro brand’s products outside United States and its
product folio has numerous segments depending on flavour-
 Fresh Line includes flavoured cigarettes
 Gold Line includes former lights
 Flavor Line includes original cigarettes of full flavour and red line
 Silver includes ultra-lights
 Blacks was a bold version of regular cigarette
 Edge had a sweeter and milder blend
 Southern Cut was considered delicious and godly
 27’s had a sweeter and milder blend

6. ONLINE PRESENCE
 Philip Morris International (PMI), the company that owns Marlboro
cigarettes, has approached agencies to discuss its international
social media arrangements.
 The company has been working with an agency on employee
recruitment, and is now talking to agencies to explore the potential of
using social media in its talent acquisition strategy.
 PMI has a presence on LinkedIn as an employer, with nearly 100,000
followers. It posts jobs and news updates on its page, and is not
thought to currently work with an agency on social media.
o She said: "We are exploring potential agencies’ expertise in social
media for PMI’s employee recruitment and talent acquisition
program.
o Due to it being a cigarette brand there are restrictions on it’s online
presence which shows the impact of digital marketing as due to it’s
less involvement digitally marlboro has suffered more than ever.

7. ONLINE SELLING
Contd…..

8.  Recently Marlboro has started sale of cigarettes on
various online websites which in all has helped
them with sales as customers can order a pack of
cigarettes at home easily.
 Even though majority POP and Selling points are
in person at local vendors yet Marlboro as a brand
is looking forward to see of what level of positive
impact this online selling of their products will cause
on their sales.
 E-commerce websites also stated despite
Marlboro’s prices are a bit more than that of it’s
rivals despite that online customers preferred their
products.
 Such statistics presented by websites are the core
reason for marlboro’s increased presence online.

9. PRICE IN THE MARKETING MIX OF
MARLBORO
 Marlboro brand is one of the most popular brands that deal in
cigarette manufacturing and its consumer base is located from
one end of the globe to another. It is a premium brand and its
customers are loyal to it even though it is a bit costlier than
similar products. Company has opted for premium
pricing policy to market its products as they are assured of its
customer allegiance. For some of its products company has
opted for mid-priced strategy and has promoted its products
as value-added items. Thus a customer chooses these value-
added products as he/she feels that Marlboro product is surely
better than others because of its position as a premium brand.
 Tobacco products have a shelf life of nearly eight months and
hence Marlboro brand has had a rolling system to replace
products quickly. Sometimes packs are available at
discounted rates under promotional schemes so as to
maintain rolling of products because these schemes result in
an increase in product consumption.