Marlboro

Marketing Strategies (similarities)

Product

Products

Price

The average price of a box of 20 Marlboro cigarettes in the UK is

9.16 pounds.
The average price of a box of 20 Marlboro cigarettes in the
Indonesia is 0.80 pounds.
The average price of a box of 20 Marlboro cigarettes in the USA is
3.94 pounds.
The average price of a box of 20 Marlboro cigarettes in the
Argentina is 1.31 pounds.
http://www.ibtimes.com/price-cigarettes-how-much-does-packmarlboros-cost-every-country-map-1553992

Place
Promotion

UK
Free camera if the customer smokes 1600 Marlboro (negative
marketing) that was criticized by the society and the government
of UK.
http://www.theguardian.com/uk/1999/oct/16/smoking.sarahbosel
ey

Indonesia
USA

ArgentinaSimilarities
Marlboros marketing strategy is like two sides of a coin, in some
cases it has been considered to be really affective but on the
contrary it is also considered to be really controversial according to
the market critics. The marketing-mix consists of 4 Ps, i.e., Product,
Place, Price, Promotion.

Product

Marlboro as a brand is sold under Philip Morris International all over

the world, which includes Argentina, Indonesia and United Kingdom;
excluding USA where Altria sells the brand. (Forbes.com, 2015)
Being a brand of USA it started with targeting only the women but
later they launched products for all genders and age groups. The
brand has launched a lot of products over time according to
different contents and flavors, but the product that is selling since
the beginning is Marlboro Red which is available in all the four
countries as the base product. Red is considered to be the most
selling product of Marlboro all over the world. Another product that
is available in all the four countries is Marlboro Lights that has
been launched by the company so as to target the customers who
want to shift to less harmful cigarettes which determines that these
consumers avoid uncertainty (risks) regarding their health.
According to the Hofstede model of national culture the dimension
of uncertainty avoidance is very low in USA, United Kingdom and
Indonesia, i.e., 46, 35 and 48 respectively, which is contrary to the
culture followed by the company and the consumers. (See Also:
appendix) In case of Argentina the Hofstedes model of national
culture states that the dimension of uncertainty avoidance is at 86
which is relatively very high compared to the other three countries
that proves to be positive for the Hofstedes model in the company
culture. (See Also: appendix)

Promotion

Marlboros aim is to be global, and to achieve that the company

promotes itself as the best brand compared to the rest. Being the
most selling and the highest valued company in 2013, it is
considered to be successful in a market where selling such products
makes it really difficult for the company to promote itself. In 2011,
the company launched the Be Marlboro campaign which was
initiated in 5 countries all together including United Kingdom,
Argentina and Indonesia. In