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Marlboro
Strategic BrandingSubmitted by:
Pyush Gupta
Rahul Singh
Shreyansh mehtaSaad Ashraf
Rajat Kashyap
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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
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Branding in Cigarettes Industry
Brand Identity of cigarettes have always been aboutbeing a rebel
Targeting youth
Brand building started in 1900s through advertising inmagazines
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
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Marlboro over the years
1920s 1950s
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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
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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
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Marlboro Man in context of Kellers Model
Resonance
Response
Meaning
Salience
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Brand Analysis Aakers model
Competitor Analysis
Mature, steady competitors : Philipp Morris,Muratti, Pall Mall
Young, urban competitors : Lucky Strike, Camel,Winston, Gauloise, Chesterfield
Self Analysis1924 : First launched as a womens cigarette in USA1950 : Launch of filter cigarettes due to major studyabout lung cancer and repositioning of Marlborobrand as a mens cigarette.1960 : Marlboro Country and Marlboro Cowboycampaigns launched1972 : Becomes the number one tobacco brand in the
world2012 : New campaign launched Dont be a Maybe-BeMarlboro
Customer Analysis
18-30 years young and adult smokers, people whoidentify with the Marlboro brand heritage
Lifestyle needs : Independence, hedonism, freedom andcomfort
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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 Brand as Person
Globally Active Genuine
Innovative Product Appreciation for smallDevelopment things in life
Mature Quality-conscious
Embodies the American Free spirit, independent
spiritTraditional
Type faceOld Fashioned, high recall value
Logo Design : Symbol of rugged
Brand as Symbol individualism and masculinity
Extended :
Style Suave
Cosmopolitan Polished
Core :
Adventure AmericaConfidence Genuine
Brand Essence
:
Independence
, freedom
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Value Proposition
Credibility
Relationship
Functional Benefits
Satisfaction through high
quality tobacco taste Innovation on filters
Emotional BenefitsCommitment to the free spiritand values of Marlboro.
Individuality, freedom andindependence
Self-expressive benefits
Individuality, rebellion and
following own rules andprinciples
Strong advertising campaigns over the decades(Marlboro Man, Marlboro Country)
Strong brand awareness
Loyal Customers Dont be a maybe campaign Take every customer as
an individual
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Brand Positioning
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