THE MARLBORO MAN

Submitted to: D. P. Sanghavi

Prepared By: Vishal Sutariya Tarang Baheti Rushi Mehta Shilpa Tiwari Sanket Rathod

 Summary

Phillips Morris who is the founder of Malboro cigarette. Undisputed leader in US and World. Female Image in consumer mind which made brand unpopular. Introduce of Malboro Man (cowboy) Successful to change the brand image Becomes legend all over the world

Question : 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 ?

Question: 2

Why

each change you suggest would help the product image to confirm more closely to expectations?

Target country

We are targeting India. Target Market consists of males with in age 18-35. 60% of Indian population comes under youth. India comes under high in context and low content. Indian people are highly influenced by Cricket stars or Bollywood Actors.

Slogan Discover the Marlboro Man in you.

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.

Salman Khan As New Cowboy For India

We have selected Salman Khan as new cowboy for Marlboro India. Most of Salman Khans fans perceive him as a Macho Man. Salman khan currently endorses Mountain Dew in which stunts are shown and ad is adventurous. Youth who are smokers can connect themselves very well with Salman khan. Thus, these small changes can help to acquire a distinct image in the minds of the Indian consumer and they might be enthusiastic to acquire a personality same as the Marlboro Man.