Repositioning of Morlboro

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