Marlboro

Agenda

Introduction 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.

Did you know?

The Brand in the 1920’s was targeted to women

• Philip Morris launched the Marlboro brand in 1924 as a woman's 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".

Print ads in 1930’s

Then, what happened?

The Problem New entrants in the market-Brands, such as Camel, Lucky Strike and Chesterfields captured the market during the world war-II.

Cigarettes were consumed in abundance-Cigarettes were considered both glamorous and beneficial at that time and were promoted by head lines "For Digestion's sake smoke Camels." or "Lucky Strike-A Light Smoke.“

The OpportunityScientists published a study linking smoking to lung cancer in the 1950s.

Filtered cigarettes then were marketed to women only

Men wanted filtered cigarettes too but were concerned about being seen smoking a cigarette marketed to women.

Philip Morris repositioned Marlboro as a men's cigarette brand in order to fit a market niche of men who were concerned about

lung cancer.

The Marlboro Man

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

Print ads

TVC in 1966

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, Marlboro's 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?

Ban on cigarette advertisement

Cigarette advertisement was first banned on 1st March 1971, in Singapore

How did the brand deal with this issue?

In 1971, the sponsorship of televised sporting events becomes the principle means by which cigarette companies subvert the ban on advertising.

In 1972, keeping the brand values and image in mind. The brand captured all these points and going with the modern world they came up with Motorsport sponsorship.

Through motorsport sponsorship , the brand was able to depict the same cowboys image i.e. men of substance, strength, and fearlessness, Which a cowboy use to depict.

• 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.

Brand exposure

• 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 marque's 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.

Motorsport sponsorship

Summing up…

Men’sbrand

Women’sbrand

Motorsports Sponsors

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 marketinghall of fame together with Coca Cola, Walt Disney, Nike etc

Thank you