Marlboro is a cigarette brand owned by Philip Morris USA that was first introduced in 1902. It is one of the most popular cigarette brands on the market today. Marlboro targets adult smokers, especially men, and positions itself as a high-quality yet reasonably-priced product. It faces health concerns and regulations but maintains its market share through extensive branding, packaging, and promotions.

2. OVERVIEW
MARLBORO IS A BRAND OWNED BY PHILIP
MORRIS USA. THE BRAND WAS FIRST
INTRODUCED ON 1902 AS NON-FILTER
CIGARETTES AND REINTRODUCED IN 1942
AS FILTERED CIGARETTES. TODAY, THESE
ARE ONE OF THE MOST BOUGHT
CIGARETTES ON THE MARKET. (MORGAN,
2007)

3. 5 C’S
•CUSTOMER:
THE PRODUCT IS TARGETING ADULT SMOKER. EVEN
THOUGH THIS PRODUCT WAS AT THE BEGINNING
ADVERTISED AS CIGARETTES FOR WOMEN, AFTER THE
WWII, THE COMPANY DECIDED FOCUS ON MEN. THEY
INTRODUCED A MARLBORO MAN AND THE COMPANY
CAME UP WITH COWBOY THEME THAT EMPHASIZED
THAT THESE WERE MANLY CIGARETTES. (MORGAN,
2007)

4. COMPANY
•THE COMPANY PHILIP MORRIS SOLD ABOUT 301.6 BILLION CIGARETTES
OUTSIDE OF THE UNITED STATES. THEIR OTHER PRODUCTS INCLUDE L&M,
PARLIAMENT, AND CHESTERFIELD. (PHILIP MORRIS USA, 2014)

5. CONTEXT
•THE BIGGEST PROBLEM ARE HEALTH
CONCERNS. EVEN THOUGH THE
COMPANY INCLUDES ALL WARNINGS
ON THEIR PACKAGES, IT IS STILL
DIFFICULT FOR THEM TO KEEP UP
WITH ALL GOVERNMENT
REGULATIONS.

6. COLLABORATORS
•ALTRIA IS A DISTRIBUTOR AND A
MANUFACTURER WITHIN THE
UNITED STATES. IN 2013, THEIR
CIGARETTES RETAIL SHARE WAS
50.6%. WHILE THEIR CIGARS SHARE
WAS ABOUT 30%. (ALTRIA.COM)

7. COMPETITORS
•TWO BIGGEST COMPETITORS ARE BRITISH AMERICAN
TOBACCO (DUNHILL, LUCKY STRIKE, KOOL, VICEROY)
AND IMPERIAL TOBACCO (DAVIDOFF). EVEN THOUGH
BRITISH AMERICAN TOBACCO COMPANY IS A SERIOUS
COMPETITOR WITH COMPARABLE PRICES, MARLBORO
IS MORE TRUSTED BRAND. ON THE OTHER SIDE,
IMPERIAL TOBACCO’S DAVIDOFF IS A PRICIER
PRODUCT AND HAS A COMPLETELY DIFFERENT TARGET
MARKET.

8. STP
SEGMENTATION
•MARLBORO COULD SEPARATE THEIR POPULATION
ACCORDING TO THEIR CUSTOMERS’ TASTES.
MARLBORO COMES IN SOME MANY DIFFERENT KINDS
AND TASTES THAT EVERY SMOKER CAN FIND SOME
KIND THAT HE LIKES. I THINK THAT THE MAIN
SEGMENTS WOULD BE MARLBORO REDS, MARLBORO
LIGHTS, MARLBORO MENTHOLS, AND MARLBORO
BLENDS. THEY ALSO SEPARATE THEIR CUSTOMERS
ON REGULARS AND NON-REGULARS BY HOW OFTEN
THEY SMOKE.

9. TARGETING
•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.

10. 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.

11. 4P’S
PRODUCT
•WHEN IT COMES TO MARLBORO, THEY USE THE
AUDIENCE IDENTIFICATION PRODUCT POSITIONING.
THE COMPANY ADVERTISES MARLBORO AS A
PRODUCT FOR COUNTRY, INDEPENDENT, AND
MASCULINE PRODUCT AND THAT IS HOW THEIR
CUSTOMERS SEE THEMSELVES.

12. PRICE
•THE PRICE OF MARLBORO
CIGARETTES IS COMPARABLE TO
COMPETITORS’ PRICES. THE
COMPANY TRIES THEIR PRODUCTS
TO BE SEEN AS HIGH QUALITY
PRODUCTS FOR A REASONABLE
PRICE.

13. PLACE
•MARLBORO PRODUCTS ARE MOSTLY
SOLD AT GAS STATIONS AND RETAILERS
SUCH AS WALGREENS AND CVS. ALSO
ALONG WITH ALCOHOL, MARLBOROS
ARE ALSO SOLD AT AIRPORTS ALL
AROUND THE WORLD. THE COMPANY
DOES NOT OFFER ONLINE CIGARETTE
STORE.

14. PROMOTION
•EVEN THOUGH MARLBORO DOES NOT
GIVE OUT FREE SAMPLES, THEIR WEBSITE
OFFERS COUPONS AND INTERACTIVE
USER PROFILES TO KEEP THEIR
CUSTOMERS POSTED ABOUT ALL NEW
PRODUCTS. ALSO, MOST RETAILERS
OFFER TWO-PACK OR THREE-PACK DEAL
ON MARLBOROS.

15. REFERENCES:
• ALTRIA (2014). WWW.ALTRIA.COM. RETRIEVED APRIL 20, 2014, FROM
WWW.ALTRIA.COM/PAGES/DEFAULT.ASPX
• MORGAN, M. (2007, FEBRUARY 19). A HISTORY IN MARKETING OF MARLBOROBRAND CIGARETTES -
YAHOOVOICES - VOICES.YAHOO.COM. RETRIEVED APRIL 20, 2014, FROM HTTP://VOICES.YAHOO.COM/A-
HISTORY-MARKETING-MARLBORO-BRAND-CIGARETTES-204451.HTML?CAT=9
• PHILIP MORRIS USA (2014). PMI.COM OUR PRODUCTS. RETRIEVED APRIL 20, 2014, FROM
HTTP://WWW.PMI.COM/ENG/OUR_PRODUCTS/PAGES/OUR_PRODUCTS.ASPX

16. THANK YOU!