CASE 15-1

Q) Consider the Marlboro advertisement and select a certain country as your target
market. Write a formal business memo to a chief executive agency in which you
submit suggestions about:

1. How you would modify the advertisement in order to make it more attractive
to a selected target clientele (identify) within the country you have chosen.
2. Why each change you suggest would help the product image to conform
more closely to their expectations.

Ans)

The

modified Advertisement of the Marlboro man in India

The Memo:-

From – Sonuka Agarwal

To – Chief Executive Officer, BITI Ad agency

RE – Suggestions to modify Marlboro Advertisement

I’d like to suggest few changes in the Marlboro advertisement forecasted by

your agency as these changes or modifications would make the ad more
appealing to the youth or younger generation of the society which
constitutes around 60% of India’s population.

First of all, the cowboy or the Marlboro Man in the ad is transformed from the
activity mode to a more submissive mode to support the slogan which is
“Discover the Marlboro Man in you”. As people in India are not very savvy
with a cowboy, his attitude and activities, people need to discover the whole
idea of cigarettes relating to a cowboy.

Secondly, the slogan is changed to ‘Discover the Marlboro Man in you’ as this
slogan directs people to discover the right, smart attitude in them same as
the Marlboro man.

Thirdly, the colour of the brand name ‘Marlboro’ is translated from white to
red, as red attracts attention easily, especially of youngsters.

Fourthly, the face of the Marlboro man is left unexposed which develops
enthusiasm in the minds of the people as to who might the person be, and as
the right endorsee of the product is discovered, he can capture the image of
the Marlboro Man.

Thus, these small changes can help to acquire a distinct image in the minds
of the consumer and they might be enthusiastic to acquire a personality
same as the Marlboro Man.

Best regards

Sonuka Agarwal