Download - The Marlboro History
-
8/9/2019 The Marlboro History
1/12
THE MARLBORO
STORYPresented to:- Ms. Shailja Manocha
Presented by:-Munish Gupta
Kamlesh Prashad
Suneel Yadav
Himanshu TanejaManoj Lalwani
R.V.Singh
Sandeep Yadav
-
8/9/2019 The Marlboro History
2/12
Background Note Altria journey began in 1847.
Became public company in 1881.
Company became Philip Morris & Co (PMC).
50:50 partnership with Gaustav Eckmeyer.
Marlboro were launched in 1902 in the US.
In 1954, PMC expanded its foreign operations.
Change its name to Philip Morris Inc in 1955.
-
8/9/2019 The Marlboro History
3/12
Cont In 1970, PMI began diversifying into other business.
In 1977, purchased Miller Brewing Company.
During 1976 & 1977, PMI entered into licensing agreement with the
Japan tabacoo.
In 1982, set up Philip Morris Credit.
Acquire General Food for $5.6 billion in 1985.
Acquire Kraft Food for $12.6 billion In 1988.
-
8/9/2019 The Marlboro History
4/12
Cont Enter into Central and East European markets in 1992through FDI.
In 2000, acquire the US biscuits and snacks manufacture.
Change its name to Altria Group Inc. on Jan ,2003 .
Operated in 15o countries worldwide
Employed over 1,56,ooo people.
Its brands had a presence in 99% ofAmerican homes in 2005.
-
8/9/2019 The Marlboro History
5/12
Segmentation
Geographic:-Region-Worldwide
Demographic-
Age: young Adult Smoker, 18+
Income- above $ 5000+
Occupation-professional, employee, Adult students, self employee
Psychographic-
Lifestyles:- Health conscious and adventurous people,Western,Freedom & Personal choice people
Behavioral:-
Benefits:- healthy, For Freedom & Personal choice
-
8/9/2019 The Marlboro History
6/12
Target audience Before 1950:
Targeted at women
Adventurous
After 1950:
Men (To young Adult)
Adventurous
Health concious people
-
8/9/2019 The Marlboro History
7/12
needs
-
8/9/2019 The Marlboro History
8/12
Perceptual MapPerceptual Map
Taste
High
High
Low
Low
Health
Marlboro
-
8/9/2019 The Marlboro History
9/12
PersonalityVarious traits, as per trait theory
Innovativeness : High
Dogmatism : Low
S ocial chararcter:Inner directed
Need for uni q ueness: High
Optimal stimulation level: High
Sensation seeking: Medium
Variety-novalety seeking: Medium
-
8/9/2019 The Marlboro History
10/12
Media Planning for Marlboro
They do not wanted to sale only product. They
wanted to sale image of cigarettes.
Adds related with adventures. To encourage the freedom & choice.
Adds through Sponsorship of sports, games.
Use oppositionalA
dvertising to create positiveattitude in consumer mind.
Campaign based on taste. Come to where the
flavor is
-
8/9/2019 The Marlboro History
11/12
Advertising Mode ofMarlboro
Print Media.
Out of Home Advertising.
Sponsoring events, races, sports.
They adjusted to the Governmental restriction
in advertisements in general.TV Ban etc.
-
8/9/2019 The Marlboro History
12/12
Packaging ofMarlboro