High Quality
Open the downloaded document, and select print from the file menu (PDF reader required).
Small History of Organizations Marlboro
How Marlboro Brand changed its sex?
Marlboro
is a brand of cigarettefamous for its flavor,billboard
advertisementsand magazine advertisements of theMarlboro Man.
By 1992, Financial World ranked Marlboro the world's No. 1 most valuable brand, with a market worth of $32 billion. In 2001 it wasthe most popular cigarette brand in the U.S.
Marlboro smoker, now personified by the ruggedcowboys who puff on cigarettes was once meant forwoman. Marlboro Brand was born in 1924 as one of the firstwomen's cigarettes. During that time, the idea of marketingcigarettes to women was a taboo. Advertisers had toaddress the issue of stained teeth, foul breath, andaddictive cravings, not to mention that dry, heavingmorning cough. Philip Morris decided that their brandneeded to have a classy, sophisticated name. WinstonChurchill was in the news at the time, and it was beingreported that he was related to the Earl of Marlborough.Philip Morris marketers liked the sound of the Marlboroughname, but didn't think it looked good on the pack. Theylopped off the "ugh" and came up with Marlboro. In the1920s, the Marlboro campaign was based on how thecigarette was different. They painted a red band around the
Prepared for classroom discussion for students of MBA by Prof.K.Prabhakar, Director, KSR Collegeof Technology, Tiruchengodu-637209
filter to hide those unattractive lipstick stains, calling them"
Beauty Tips to Keep the Paper from Your Lips
." Theycalled Marlboro the "
Mild as May
" cigarette for women andadded a tag line -"Discerning feminine taste is nowconfirming the judgment of masculine connoisseurs inexpressing unanimous preference for the Aristocrat of Cigarettes. . . ." The brand had a small share to survive.After Two decades, Philip Morris decided to "reposition"the brand due to low volume of sales.In the early 1950s, scientists published a major, well-publicized study linking smoking to lung cancer. Thispublication had a great publicity impact. In 1953, for thefirst time, cigarette consumption slowed in the UnitedStates. During the same eraReader's Digestmagazinepublished a series of articles that linkedsmokingwithlung
cancer
.
The cigarette companies moved fast. They pursued anoffensive strategy: claiming that the studies were"inconclusive" on cigarette safety while implying that theirbrands were "safer" than those other, more dangerous,brands. The brands that were lost their market share werenonfilter brands.
Small History of Organizations Marlboro
Filter cigarettes were perceived by smokers as safer, butup to that point of time filter cigarettes had been marketedto only women. Many men now wanted a filtered brand,thinking that it will be safer, but were afraid they wereafraid that smoking women’ brand in public will show themin poor light, if they switched to a woman’s brand.Cigarette manufacturers are not in favour of filtercigarettes to men, as it may perceived to reinforce theimage that cigarettes induce the bad effects of cigarettes,filters implied that smoke was unpleasant or dangerous.However, they are driven by profits. Filtered cigaretteswere more profitable because the filter material wascheaper than a comparable amount of tobacco. Besides,filters screened out some of the smoke's harshness, whichmeant they could get by with a cheaper grade of tobacco.Philip Morris decided to give Marlboro repositioning. Thecompany hired Chicago advertising executive Leo Burnett todesign the strategy. Burnett created advertising characters
Prepared for classroom discussion for students of MBA by Prof.K.Prabhakar, Director, KSR Collegeof Technology, Tiruchengodu-637209
Add a Comment
antispyleft a comment
heysanmonyleft a comment
babujishaileshleft a comment
rsdharleft a comment
yoshitomaleft a comment