Date post: | 06-Dec-2014 |
Category: |
Documents |
Upload: | muzamil-quadir |
View: | 968 times |
Download: | 0 times |
Brand Repositioning StoryPresented By
Group Number 6Muzamil QuadirJunaid Hassan
Imran Khan
MARLBORO changed its Sex .
Introduction• Belonged to Philip Morris Inc. now Altria Group, Inc.• Named after Great Marlborough Street• Brand launched in 1924 as a woman’s cigarette• Famous for its flavour, billboard advertisements and
magazine advertisements of the Marlboro Man.• By 1992, Financial World ranked Marlboro the world's
No. 1 most valuable brand, with a market worth of $32 billion.
• In 2001 it was the most popular cigarette brand in the U.S.
• Placed at the 7th spot in the recent Millward Brown Company’s Top 100 brands in the world
Before Repositioning
• Slogan: Mild as MayHad a red band around the filter to hide lip stickstains
Calling it “Beauty Tips to Keep the Paper from
Your Lips“• Tagline:-"Discerning feminine taste is now confirming the
judgment of masculine connoisseurs in expressing unanimous preference for the Aristocrat of Cigarettes. . . ."
Just one question mom
Have a Marlboro
Why Repositioning
• In 1950’s the scientists’ arrived at a finding that smoking causes lung cancer
• Filter cigarettes began to be perceived safer• Cigarette manufacturer’s not in favour of
filtered ones• Low volume of sales• Filtered cigarettes were cheaper to produce
Repositioning
• Philip Morris hires Chicago Advertising executive Leo Burnett
• Used Cowboy images and increased from marginal share to the 4th best selling Brand in a span of 1 year
Marlboro man
.
Sponsoring Formula 1 Racing
Marlboro is safer
In 1962 "Come to where the flavor is . . . Come to Marlboro Country”
Year 1971 CIGARETTE ADS BANNED
• Cowboy made a smooth transition to print and billboards since he never said anything anyway.
Cowboy used in antismoking campaign in France
• Philip Morris sued them and their ads were off the print
ISSUES
• The real cowboys have died of smoking related diseases like lung cancer, emphysema and strokes
• So did Philip Morris
Your opinion
• Is it right to mislead people to believe that smoking provides MACHO Image for men?
THANK YOU