Well Malboro is one of the brand across the Globe which is covered in every subject as a case study. From the selection of logo, USP, tagline & how carefully the brand has expanded across the world with ease in such competitive market.

1. International Marketing
C-5
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Submitted by : Submitted to :
Dinesh Gera Dr. Pravin Patil

2. Deepali Khanna
Govind Menon
Gaurav Thakur

3. Marlboro – Come to where the
flavor is
History & Origin: Marlboro cigarette brand began in England 1847 and was
initially targeted at female smokers. Aiming at this market segment was not
successful, so in the 1920's Marlboro was re-targeted to female smokers in
the United States. In this campaign it was stressed that Marlboro was a 'mild'
cigarette. These efforts continued into World War II when the brand was
eventually taken off the market. In the 1950's Marlboro was again
introduced to the market, this time on the heels of stories about the negative
health aspects of smoking. At the time, the vast majority of cigarettes being
sold were non-filtered. Marlboro was a filtered cigarette, so this clearly was
an attempt to win over the health conscience crowd.
Later, during the 50's, the company decided to dump the targeting of women
and began promoting Marlboro as a man's cigarette. The first icon of this
new change in marketing was the 'Tattooed Man' depicted on this page.
Various images of healthy looking, outdoor type began showing up in ads.
The images used in their ads evolved more and more into those depicting
particularly macho types. In the beginning, images of naval officers and
livestock ranchers made the advertising scene. In 1954, the now well known
'Marlboro Man' was introduced, and by 1963 was the sole representative of
Marlboro ads. Around 1972, Marlboro cigarettes became the most popular
brand, and have remained so, for the most part since then.

4. Industry & Organisation:
This brand is related to tobacco industry & owned by Philip Morris
International which is an American global cigarette and tobacco company,
with products sold in over 200 countries with 15.6% of the international
cigarette market outside the United States. The most recognized and best
selling product of the company is Marlboro.
Varients:
Marlboro Special, Marlboro Menthol, Marlboro Lights, MarlboroLights
Menthol, Marlboro Mix-9 Filter Kretek, Marlboro Flavor, Marlboro Black
Menthol, and Heat-sticks, a heated tobacco product
USP:
Diversified product line, reasonable & affordable pricing, product
innovation & industry innovator – flip top box, cork looking filters, slow
burning papers, slide packs etc.
Brand logo:

5. Tagline:
Women cigarettes -Mild as May & Men cigarettes – Come to where the
flavor is
Journey of Brand (2 Countries):
Philippines
In the year 2000, with the liberalization of the investment climate in the
Philippines, PMI reached a decision to invest US$300 million to build a
state-of-the-art cigarette manufacturing plant in Tanauan City in Batangas. It
was the single biggest investment of PMI in the Asia-Pacific region at that
time. Commercial production at the Tanauan plant started in 2003. Today,
the factory in Tanauan rolls out more than 30 billion sticks a year. PMPMI
also started exporting Malboro and L&M cigarettes to Thailand in 2003.
PMFTC is now the market leader in the local cigarette industry with over
90% percent share of the adult cigarette market. Its Marikina plant produces
more than 70 billion sticks per year. PMFTC also owns the country’s leading
low-priced brands such as Fortune, Champion, and Hope.
Canada
Rothman’s Benson & Hedges, Philip Morris International’s affiliate in
Canada for Marlboro. It all began in the early 1900s when Benson &
Hedges established an operation in Canada. Rothmans of Pall Mall Canada
Limited was established in 1956 and bought Rock City Tobacco in Quebec
City in 1963. In 1986, the Rothmans and Benson & Hedges businesses
merged to form Rothmans, Benson & Hedges Inc. In September 2008, RBH
became an affiliate of Philip Morris International, representing a new
chapter for Philip Morris International in Canada.
Today we are Canada's second largest tobacco company, manufacturing and
selling cigarettes and fine-cut tobacco as well as distributing pipe tobacco

6. and cigar products. We currently employ over 780 people throughout our 8
corporate and sales offices and two factories.
Brand Ambassador:
Marlboro cowboy has been used as a brand ambassador. PMI thought that
it’s all about thinking differently and innovating as the target audience was
youngsters aged 21-25 so the ads were made in keeping in mind the
cowboys which were the leading role done by most of the actors at that time.
Ad Agencies:
CGR Creative is a full-service marketing and advertising agency in
Charlotte, North Carolina. They have more than 10 years of experience and
a team revered for the work they produce on a daily basis. Here is the
Marlboro sponsored Ferrari from 2005 before the tobacco companies were
forced out. It illustrates both how much of a role tobacco played in the sport
and it goes to show how closely the new graphics resemble the Marlboro
logo. The branding goes beyond just the car and can be found on everything
associated with the team including uniforms, equipment, advertising,
promotional items, etc.
Avenida Films, a Columbian production company which specializes in
cinema advertising, has no voice over other than a ‘Be Marlboro’ statement
at the end. The ad, backed by a thumping dance chill-out track, features
images of young, attractive and healthy looking men and women having fun,
swimming and diving, travelling, dancing around a campfire on the beach,
dancing in clubs and posing for group pictures together. Since its inception
in 2002 has shown a steady growth in cinema advertising market.
“Be real, be free, be fearless, be inspiration, be celebration, be everything
you are, and everything you want to be. Be Marlboro. A third English
language be Marlboro man posted by an ad agency with a base in both
Argentina and Uruguay, shows similar images to the other ads; young
people having a good time.