Marlboro Strategic Branding

Submitted by: Pyush Gupta Rahul Singh Shreyansh mehta Saad Ashraf Rajat Kashyap

Introduction
Worlds best selling cigarette brand, manufactured by Philip Morris Introduced in 1920s named after Marlborough Street in London Introduced cork coloured filters and flip top box 8th in most valuable brands (Millward Brown) Brand Value : $69 billion

Branding in Cigarettes Industry

Brand Identity of cigarettes have always been about being a rebel Targeting youth Brand building started in 1900s through advertising in magazines Distribution for free or at subsidised rates to the troops 1950s-1960s : TV & radio commercials of brands 1970S 1990s: Print media magazines, billboards & newspapers 1999: Sports and cultural events Brand building through packaging, logo, design & performance

Marlboro over the years

1920s

1950s

 1950s : Studies link smoking with lung cancer

Brand repositioned as mens cigarette Targeting men concerned about lung cancer Leo Burnett : to make Marlboro a real mans smoke

Repositioning: Men could demand filter too

Core Strategy
Core strategic concept to sell a marketable version of the America dream Independent, rugged, macho rough around the edges, not afraid to get in a fight

Marlboro Man in context of Kellers Model

Resonance

Response Meaning

Salience

Brand Analysis Aakers model

Competitor Analysis
Mature, steady competitors : Philipp Morris, Muratti, Pall Mall

Self Analysis
1924 : First launched as a womens cigarette in USA 1950 : Launch of filter cigarettes due to major study about lung cancer and repositioning of Marlboro brand as a mens cigarette. 1960 : Marlboro Country and Marlboro Cowboy campaigns launched 1972 : Becomes the number one tobacco brand in the world 2012 : New campaign launched Dont be a Maybe-Be Marlboro

Young, urban competitors : Lucky Strike, Camel, Winston, Gauloise, Chesterfield

Customer Analysis
18-30 years young and adult smokers, people who identify with the Marlboro brand heritage

Lifestyle needs : Independence, hedonism, freedom and comfort

Brand as Product
Flavor Line : Authority in tobacco flavor for the whole brand family Premium quality tobacco : Virginia,

Gold Line : Superior, smooth-tasting smoking dimensions Orient Fresh Line : Defines the reference category of refreshing taste sensations, Asian Countries

Brand as Organization
Globally Active Innovative Product Development Mature Embodies the American spirit Traditional Cosmopolitan Style

Extended : Suave

Brand as Person
Genuine Appreciation for small things in life Quality-conscious Free spirit, independent

Core :
Adventure Confidence America Genuine

Brand Essence : Independence , freedom

Polished Type face Old Fashioned, high recall value Logo Design : Symbol of rugged

Brand as Symbol

individualism and masculinity

Value Proposition
Functional Benefits
Satisfaction through high quality tobacco taste Innovation on filters

Emotional Benefits
Commitment to the free spirit and values of Marlboro. Individuality, freedom and independence

Self-expressive benefits
Individuality, rebellion following own rules principles and and

Credibility
Strong advertising campaigns over the decades (Marlboro Man, Marlboro Country) Strong brand awareness

Relationship
Loyal Customers Dont be a maybe campaign Take every customer as an individual

Brand Positioning