Product -

Cigarettes
Brand - Marlboro
Brand - Marlboro

01 Parent Company 04 Net revenue in 2021

Philip Morris 82 billion US dollars

02 Brand origin 05 Brand ambassador

“The marlboro Man” - Wayne McLaren,
New York David Mclean, Dick Hammer, Eric lawson,
Tobin Jackson. Died due to Smoking-
related disease.
03 Brand Value Marlboro red -
Exceeding 35.5 billion US

06 Cowboy killer
dollars.
Here you could describe the
Freedom of Speech, Strength, topic of the section
independence, Adventure, Self-
confidence
ADVERTISEMENTS:
“For Men in rugged field, Marlboro is the
one and only cigarette to embrace
manliness among all Cigarette brands
because the look of the package is
designed to be recalled as a Marlboro
Man”.

—Positioning statement
(OLD)
 ANALYSIS FOR THE NEW MARKET

S T P

Segmenting Targeting Positioning

States in US which smoking is not Country most suitable to Frame of reference – Tobacco
banned the companies offering Product’s brands
- Wyoming - Oklahoma
- Missouri - Texas Point of parity – All are ciggrates
- Kentucky - Tennessee Texas
- West Virginia - Virginia Men Point of difference – Not promoting
- Mississippi - Alabama the health or safetly but promoting the
- Georgia - South Carolina confidence of a man.
Target country

Texas
The advertisement for
substances is not banned
here. However, for the
safety of the audience, we
have considered
surrogate advertisement.

1.41 USD - Tax

 “For Men in Texas, Marlboro is the
identify enhancer among all Cigarette
brands because it is not selling the
product but the way it makes a man
feel”.

—Positioning statement
(NEW)
 NEWSPAPER
ADVERTISEMENT
CREATED:
 VIDEO
ADVERTISEMENT
CREATED:

LIFESTYLE ADVERTISING – when a brand

tried to sell an identity, attribute or image
rather than a product

Marlboro Man – Freedom & Manliness

Thank you!