AgendaIntroduction History of Marlboro Through advertising and communication
Introduction-• Introduced in 1920’s by Philip Morris in USA, named after Marlborough street in London.• Marlboro is a cigarette manufacturing company and are the largest cigarette manufacturer in the world.
• Philip Morris launched the Marlboro brand in 1924 as a womans cigarette, based on the slogan "Mild As May".• The filter had a printed red band around it to hide lipstick stains, calling it “Ivory Tips protect the Lips".
The ProblemNew entrants in the market-Brands, such as Camel, Lucky Strike and Chesterfields captured the market during theworld war-II.Cigarettes were consumed in abundance-Cigarettes were considered both glamorous and beneficial at that time and werepromoted by head lines "For Digestions sake smoke Camels." or "Lucky Strike-A LightSmoke.“
The OpportunityScientists published a study linking smoking to lung cancer in the1950s.Filtered cigarettes then were marketed to women onlyMen wanted filtered cigarettes too but were concerned aboutbeing seen smoking a cigarette marketed to women.
Philip Morris repositioned Marlboro as a mens cigarette brandin order to fit a market niche of men who were concerned about lung cancer.
The image of the new Marlboro smoker was-• Masculine• Men of substance• Strength• Fearless• Relaxed outdoorsman--a cattle rancher, a Navy officer, a flyer--whose tattooed wrist suggested a romantic past.
• The first advertisements spoke directly to the masculine audience suggesting in a descriptive paragraph that they try "old fashioned flavour in a new way to smoke.“• Communication reassured men that the filter did not change Marlboro quality• Modern Flip-top box keeps every cigarette firm and fresh
Results• Philip Morris, with the Marlboro cowboy, has capitalized on what the cigarette advertising industry realized as an unique quality in its products.• Within a year, Marlboros market share rose from less than 1% to the 4th best-selling brand.
Today it is the largest cigarette selling brand in the world
What’s the biggest challenge the brand is facing currently?
In 1971, the sponsorship of televisedsporting events becomes the principlemeans by which cigarette companiessubvert the ban on advertising.In 1972, keeping the brand values andimage in mind. The brand captured allthese points and going with the modernworld they came up with Motorsportsponsorship.Through motorsport sponsorship , thebrand was able to depict the samecowboys image i.e. men of substance,strength, and fearlessness, Which acowboy use to depict.
Brand exposure• During the 93 minutes broadcast of Marlboro grand prix, the name of Marlboro appeared on the television screen 5,933 times for a total of 46 minutes.• Even through Print and POS the name was always in limelight.• Even special "racing editions" of Marlboro cigarettes were being sold.
• Marlboro also has a long history in motorsport sponsorship, including with the factory World Rally Championship teams of Toyota (notably with Freddy Loix until the end of 1998), Mitsubishi (to whom Loix moved from 1999 until 2001, with the iconic livery remaining on successive Lancer Evolutions until the marques temporary WRC withdrawal at the end of 2002), and Peugeot, from 2003 to 2005. From 2005 to 2007, GP2 Series team ART Grand Prix was also sponsored by Marlboro.• In mid-2006, special "racing editions" of Marlboro Red were sold in the UK, with a Ferrari-inspired design, although the Ferrari name and badge were not used. They also come in Menthols.
Result• Marlboro are generally credited as being among the most important of sponsors to the world of Formula 1 (and motor racing in general) in terms of the amount of financial backing given to various competitors.• Even people started relating Marlboro with motorsports.• Young adult started sticking logo of Marlboro on their cars or bike to have a feel of F1 or motocross.
Overall result• World’s best selling cigarette brand- 300 bill. units sold in 180 countries.• 18th most valuable brand in the world- Inter-brand ranking 2011, net value- 20 bill.$• First tobacco product in the marketing hall of fame together with Coca Cola, Walt Disney, Nike etc