Malboro project
INTERNATIONAL MARKETING
Marlboro
Global Marketing Strategy
Surgeon General‘s Warning:
Smoking kills.
20 CLASS A CIGARETTES
Purpose of this presentation:
To provide a deeper understanding of Philip Morris‘ strategic efforts behind building Marlboro into a successful global brand by highlighting key strategic decisions from the past as well as characteristics of the current global brand strategy.
AGENDA
1.
2.
3.
4.
5.
Introduction
Short Brand History
Marlboro Goes Global
Current Brand Strategy
Global Marketing Mix
Product
Promotion
Price
Place
6. Conclusions
INTRODUCTION world‘s best-selling cigarette brand
(300 bill. units sold in 180 countries) world‘s most profitable non-durable consumer good flagship brand of Philip Morris, the world‘s largest cigarette manufacturer
INTRODUCTION
18th „Most Valuable Brand in the World“
(Interbrand ranking 2011, net value: 20 bill. $) most recognized and appealling brand image of the
20th century: Marlboro Man and Marlboro Country
Marlboro Man – symbol of the true American spirit and American way of life unprecedented success
marketing tool with
SHORT BRAND HISTORY introduced in the 1920s in the U.S. by Philip Morris, named after Maroborough Street in London different positioning before and after World War II
1955 Leo Burnett repositions the brand to appeal to both male and female smokers – „The Tattooed Man“ image campaign, later „The Marlboro Cowboy“
1963 – extension with „The Marlboro Country“ theme
SHORT BRAND HISTORY
Marlboro in the 1920s and 1950s
SHORT BRAND HISTORY
Marlboro after the 1950s
SHORT BRAND HISTORY next decades global expansion and positioning as a global brand
reasons
by 1972 no. 1 tobacco brand in the world
1993 „Marlboro Friday“
1996 first tobacco product in the Marketing Hall of
Fame, together with Coca-Cola, Walt Disney, Nike, etc.
MARLBORO GOES GLOBAL global expansion: „a mixture of organic growth,
Marlboro
Global Marketing Strategy
Surgeon General‘s Warning:
Smoking kills.
20 CLASS A CIGARETTES
Purpose of this presentation:
To provide a deeper understanding of Philip Morris‘ strategic efforts behind building Marlboro into a successful global brand by highlighting key strategic decisions from the past as well as characteristics of the current global brand strategy.
AGENDA
1.
2.
3.
4.
5.
Introduction
Short Brand History
Marlboro Goes Global
Current Brand Strategy
Global Marketing Mix
Product
Promotion
Price
Place
6. Conclusions
INTRODUCTION world‘s best-selling cigarette brand
(300 bill. units sold in 180 countries) world‘s most profitable non-durable consumer good flagship brand of Philip Morris, the world‘s largest cigarette manufacturer
INTRODUCTION
18th „Most Valuable Brand in the World“
(Interbrand ranking 2011, net value: 20 bill. $) most recognized and appealling brand image of the
20th century: Marlboro Man and Marlboro Country
Marlboro Man – symbol of the true American spirit and American way of life unprecedented success
marketing tool with
SHORT BRAND HISTORY introduced in the 1920s in the U.S. by Philip Morris, named after Maroborough Street in London different positioning before and after World War II
1955 Leo Burnett repositions the brand to appeal to both male and female smokers – „The Tattooed Man“ image campaign, later „The Marlboro Cowboy“
1963 – extension with „The Marlboro Country“ theme
SHORT BRAND HISTORY
Marlboro in the 1920s and 1950s
SHORT BRAND HISTORY
Marlboro after the 1950s
SHORT BRAND HISTORY next decades global expansion and positioning as a global brand
reasons
by 1972 no. 1 tobacco brand in the world
1993 „Marlboro Friday“
1996 first tobacco product in the Marketing Hall of
Fame, together with Coca-Cola, Walt Disney, Nike, etc.
MARLBORO GOES GLOBAL global expansion: „a mixture of organic growth,