Marketing Plan for Marlboro
Introduction
Marlboro cigarette is a brand owned by the Altria Group in USA and by Philip Morris International outside USA. The brand emerged at England in 1847 and targeted women. Later in 1920, it emerged in US markets targeting predominantly female smokers. During 1950’s it targeted the health conscious people by introducing filtered cigarette and also started targeting men. The brand is famous for its advertisements like ‘Marlboro man’, slogans like ‘Mild as May’ and for sponsoring various motor-sports events. During 1972 it became one of the most popular brands in the world (Marlboro Cigarettes). In 2012, Marlboro brand was ranked 53 amongst the top 500 global firms of the world with a brand value of $15,171 million and an enterprise value of $180,739 million (Marlboro, 2011).
Executive Summary
The company plans to launch a new reformed cigarette in the markets of Singapore where they already enjoy a market share of 50%. The product will be called ‘Marlboro Switch’. This cigarette will contain less harmful ingredients which will reduce odor and smoke. It will give a distinct experience to smokers by providing them three distinct flavors. Along with this it will give the smokers leisure of enjoying two flavors in one cigarette by pressing a switch and changing the flavor. The product will be sold in an attractive and convenient packaging which will have a slot for keeping the lighter. It will give the consumers luxury of carrying the lighter along with the packaging thereby making the product unique, stylish and have less harmful effects.
The company wants to release this product by the year end and gain a competitive edge over their competitors. The product will not be overpriced but will be competitive with other brands. By providing less harmful cigarette it will target the health conscious people and thereby tend to increase its market share by 10% by 2015.
Industry Analysis
This analysis was done to understand the company’s position in the industry
Marlboro cigarette is a brand owned by the Altria Group in USA and by Philip Morris International outside USA. The brand emerged at England in 1847 and targeted women. Later in 1920, it emerged in US markets targeting predominantly female smokers. During 1950’s it targeted the health conscious people by introducing filtered cigarette and also started targeting men. The brand is famous for its advertisements like ‘Marlboro man’, slogans like ‘Mild as May’ and for sponsoring various motor-sports events. During 1972 it became one of the most popular brands in the world (Marlboro Cigarettes). In 2012, Marlboro brand was ranked 53 amongst the top 500 global firms of the world with a brand value of $15,171 million and an enterprise value of $180,739 million (Marlboro, 2011).
Executive Summary
The company plans to launch a new reformed cigarette in the markets of Singapore where they already enjoy a market share of 50%. The product will be called ‘Marlboro Switch’. This cigarette will contain less harmful ingredients which will reduce odor and smoke. It will give a distinct experience to smokers by providing them three distinct flavors. Along with this it will give the smokers leisure of enjoying two flavors in one cigarette by pressing a switch and changing the flavor. The product will be sold in an attractive and convenient packaging which will have a slot for keeping the lighter. It will give the consumers luxury of carrying the lighter along with the packaging thereby making the product unique, stylish and have less harmful effects.
The company wants to release this product by the year end and gain a competitive edge over their competitors. The product will not be overpriced but will be competitive with other brands. By providing less harmful cigarette it will target the health conscious people and thereby tend to increase its market share by 10% by 2015.
Industry Analysis
This analysis was done to understand the company’s position in the industry