Marlboro Branding

8/22/2019 Marlboro Branding

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Marlboro

Strategic BrandingSubmitted by:

Pyush Gupta

Rahul Singh

Shreyansh mehtaSaad Ashraf

Rajat Kashyap


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Introduction

Worlds best selling cigarette brand,

manufactured by Philip Morris

Introduced in 1920s named after Marlborough

Street in London

Introduced cork coloured filters and flip top

box

8th in most valuable brands (Millward Brown)

Brand Value : $69 billion


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Branding in Cigarettes Industry

Brand Identity of cigarettes have always been aboutbeing a rebel

Targeting youth

Brand building started in 1900s through advertising inmagazines

Distribution for free or at subsidised rates to the troops

1950s-1960s : TV & radio commercials of brands

1970S 1990s: Print media magazines, billboards &newspapers

1999: Sports and cultural events

Brand building through packaging, logo, design &performance


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Marlboro over the years

1920s 1950s


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1950s : Studies link smoking with lung cancer

Brand repositioned as mens cigarette

Targeting men concerned about lung cancer

Leo Burnett : to make Marlboro a real mans smoke

Repositioning: Men could demand filter too


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Core Strategy

Core strategic concept to sell a marketable

version of the America dream

Independent, rugged, macho rough around

the edges, not afraid to get in a fight


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Marlboro Man in context of Kellers Model

Resonance

Response

Meaning

Salience


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Brand Analysis Aakers model

Competitor Analysis

Mature, steady competitors : Philipp Morris,Muratti, Pall Mall

Young, urban competitors : Lucky Strike, Camel,Winston, Gauloise, Chesterfield

Self Analysis1924 : First launched as a womens cigarette in USA1950 : Launch of filter cigarettes due to major studyabout lung cancer and repositioning of Marlborobrand as a mens cigarette.1960 : Marlboro Country and Marlboro Cowboycampaigns launched1972 : Becomes the number one tobacco brand in the

world2012 : New campaign launched Dont be a Maybe-BeMarlboro

Customer Analysis

18-30 years young and adult smokers, people whoidentify with the Marlboro brand heritage

Lifestyle needs : Independence, hedonism, freedom andcomfort


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Brand as Product

Flavor Line : Authority in tobacco flavor for the whole brand family Premium quality tobacco : Virginia,

Gold Line : Superior, smooth-tasting smoking dimensions Orient

Fresh Line : Defines the reference category of refreshing taste sensations, Asian Countries

Brand as Organization Brand as Person

Globally Active Genuine

Innovative Product Appreciation for smallDevelopment things in life

Mature Quality-conscious

Embodies the American Free spirit, independent

spiritTraditional

Type faceOld Fashioned, high recall value

Logo Design : Symbol of rugged

Brand as Symbol individualism and masculinity

Extended :

Style Suave

Cosmopolitan Polished

Core :

Adventure AmericaConfidence Genuine

Brand Essence

:

Independence

, freedom


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Value Proposition

Credibility

Relationship

Functional Benefits

Satisfaction through high

quality tobacco taste Innovation on filters

Emotional BenefitsCommitment to the free spiritand values of Marlboro.

Individuality, freedom andindependence

Self-expressive benefits

Individuality, rebellion and

following own rules andprinciples

Strong advertising campaigns over the decades(Marlboro Man, Marlboro Country)

Strong brand awareness

Loyal Customers Dont be a maybe campaign Take every customer as

an individual


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Brand Positioning


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Marlboro Branding

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