Marlboro (1)

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    4/29/12

    Presented By

    GirirajAgarwal Vishal deep

    Chauhan

    RonikaPriya

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    Marlboro (Phillip Morris)

    1. Marlboro is the largest selling brand ofcigarette.

    2. It is famous for its billboard & magazine

    ads of Marlboro man.

    3. Phillip Morris launched Marlboro brand in1924 as a women cigarette. With tagline of

    Beauty tips to keep the paper from yourlips.

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    Thank you.

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    Invest in leadership- we will invest inexcellent people and leading brands.

    Align with society- Actively participatein societal concern related to business.

    Satisfy adult consumers- convert deepunderstanding of adult tobacco in

    better & more creative product.Create substantional value for

    shareholder.

    MISSIONS

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    To become a leading tobacco player inIndia.

    We create substantial shareholder valuewithout compromising with our ethicalvalue.

    To sustain and enhance our position as oneof Indias most prominent businessorganization.

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    ValuesIntegrity, trust and respect.

    Passion to succeed.

    Executing with quality.Driving creativity into everything we

    do.

    Sharing with others.

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    Business

    StrategyResearch and design

    Product differentiationAggressive promotional strategy.

    Strong relationship with cigarette retailers.

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    Marketing Strategy

    Philip Morris pursued standardizedmarket research and strategicmarketing plans in different regions

    Research on young adults with threeprinciple foci: lifestyle/psychographic

    research, brand studies, andadvertising/communication

    effectivenessA new advertising campaign entitled the

    Tattooed Man

    The cowboy emerged as the most

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    The Four Ps

    Product

    Place

    Price

    Promotion

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    Market share

    In 2010 Marlboro's retail share was 42.6percent, larger than the next 13 cigarette

    brands combined.

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    Contribution to Society

    Arts & CultureInvesting in leading arts and culturalorganizations helps create vibrant andengaging communities.

    EducationGood schools and strong support networks for

    young people are essential to the

    development of a talented and diverseworkforce.

    Environment

    Reducing our environmental impact and

    http://www.altria.com/en/cms/Responsibility/investing-in-communities/programs/arts-and-culture/default.aspxhttp://www.altria.com/en/cms/Responsibility/investing-in-communities/programs/education/default.aspxhttp://www.altria.com/en/cms/Responsibility/investing-in-communities/programs/Environment/default.aspxhttp://www.altria.com/en/cms/Responsibility/investing-in-communities/programs/Environment/default.aspxhttp://www.altria.com/en/cms/Responsibility/investing-in-communities/programs/education/default.aspxhttp://www.altria.com/en/cms/Responsibility/investing-in-communities/programs/arts-and-culture/default.aspx
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    value

    There has been a 24.8% gain in the companyscigarette shipments to Asia in the past year.Philip Morris can only prosper more in Asia andcontinue growing shareholder value.

    The first payment of dividend in 2008 was $.46per quarter, and has steadily increased by at

    least $.04 every four quarters to its current

    price of $.77. Morgan Stanley recently raised its price

    target for Philip Morris to $78 and investors arequick to buy when a price target is increased.

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    Satisfaction ofcustomers

    they have made improvements that addedto their differentiation in the market, such

    as the flip-top box and the soon-to-be-released slow-burning paper, which shouldreduce cigarette related fires significantly.

    changes in cigarette length andcircumference