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