Marlboro Branding

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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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