Project life cycle of Marlboro by (Ahmer Tareen 8 th

A)

Introduction
Marlboro is the largest selling brand of cigarettes in the world. It is made by Philip Morris USA (a branch
of Altria) within the US, and by Philip Morris International outside the US. It is famous for the “Marlboro
Man” of advertisements. The brand is named after Great Marlborough Street, the location of its original
London factory. Richmond, Virginia is now the location of the largest Marlboro cigarette manufacturing
plant. Philip Morris launched the Marlboro brand in 1924 as a woman’s cigarette, based on the slogan
“Mild As May”. In the 1920s, advertising for the cigarette was primarily based around how ladylike the
cigarette was. To this end, the filter had a printed red band around it to hide lipstick stains, calling it
“Beauty Tips to Keep the Paper from Your Lips”. It faced trouble in the 1930sand attempted to rejuvenate
itself with a clever advertising gimmick, changing the ivory tip to red in order not to smear ladies'
lipstick. The brand was sold in this capacity until World War II when the brand faltered and was
temporarily removed from the market. At the end of the war, three brands emerged that would establish a
firm hold on the cigarette market: Camel, Lucy Strike, and Chesterfield. These brands were supplied to
US soldiers during the war, creating an instant market upon their return. After scientists published a major
study linking smoking to lung cancer in the1950s, Philip Morris repositioned Marlboro as a men’s
cigarette in order to fit a market niche of men who were concerned about lung cancer, but not wanting to
admit it. At the time, filtered cigarettes were considered safer than unfiltered cigarettes, but had been until
that time only marketed to women. Men at the time indicated that while they would consider switching to
a filtered cigarette, they were concerned about being seen smoking a cigarette marketed to women. The
repositioning of Marlboro as a men’s cigarette was handled by Chicago advertiser Leo Burnett. The
proposed campaign was to present a lineup of manly figures: sea captains, weightlifters, war
correspondents, construction workers, etc. The cowboy was to have been the first in this series. While
Philip Morris was concerned about the campaign, they eventually greenlighted the campaign. Within a
year, Marlboro’s market share rose from less than one percent to the fourth best-selling brand. This
convinced Philip Morris to drop the lineup of manly figures and stick with the cowboy imagery. In mid-
August of 2006, a federal district court ruled that the names 'Light', 'Ultralight', 'Natural’, or 'Mild' could
not be used. The judge said that these names were misleading to smokers in the sense that they conveyed
some positive health effect. The ruling further stipulated that names changes must occur at the beginning
of 2007.Tentatively, Philip Morris has decided to use a color naming scheme for their products that
previously used the banned words in the name of their product. Given that, they have decided that
Marlboro Lights would be called Marlboro Golds and that Marlboro Ultralights would be named
Marlboro Silvers

Defining Stage
In the definition phase, Marlboro describes precisely its mission, goals and strategic direction. Through
extensive market research and analysis, Marlboro understands consumer preferences, social trends and
regulatory landscapes. To do this, it is necessary to understand the psychographics of the target group,
interpret their behavioral patterns and determine their wants and needs. Marlboro defines its brand
identity by creating a distinct personality that resonates with its target market segment. For Marlboro, it
can mark itself as a symbol of rugged individualism, outdoor adventure and timeless masculinity. The
definition phase sets the stage for all subsequent activities, guiding Marlboro's decisions and actions
throughout the project life cycle.

Planning Stage
With a clear vision in mind, Marlboro enters the planning phase where it creates comprehensive strategies
to achieve its defined goals. This requires complex planning in several areas, including product
development, marketing campaigns, distribution channels and regulatory compliance. Marlboro designs
innovative product concepts, improves existing offerings and explores new opportunities to meet
changing consumer preferences. At the same time, Marlboro designs strong marketing campaigns tailored
to its target group, using various media platforms and advertising channels to reinforce its brand message.
Strategic partnerships are established with retailers, wholesalers and other stakeholders to ensure seamless
distribution and market access. In addition, Marlboro follows strict guidelines regarding tobacco
advertising, packaging and sales practices.

Executing Stage
The executing phase refers to the implementation phase in which Marlboro implements its carefully
crafted plans. This means actually manufacturing the cigarettes and using the latest manufacturing
equipment to maintain product quality and consistency. Marlboro's marketing campaigns come to life and
engage audiences through engaging storytelling, engaging visuals and strategic messaging. Advertising
efforts span many channels, from traditional print and broadcast media to digital platforms and
experiential marketing initiatives. At the same time, Marlboro organizes its distribution network to ensure
efficient delivery of products to retailers and consumers worldwide. During this phase, Marlboro remains
alert, constantly monitoring the action and seizing unexpected challenges or opportunities.

Delivering Stage
In the delivery phase, Marlboro focuses on delivering value to its customers and stakeholders while
achieving its business objectives. Products are launched with precise timing, supported by extensive
promotional activities to create excitement and increase demand. Marlboro maintains a strong presence in
retail environments by optimizing shelf placement and visibility to maximize sales opportunities. In
addition, Marlboro builds brand loyalty through targeted loyalty programs, involving social media
campaigns and experiential events that foster meaningful connections with consumers. The success of the
delivery phase is measured by several different metrics such as market share, brand value, customer
satisfaction and financial performance. Marlboro remains nimble and adaptable, constantly evolving its
strategies and offerings to stay at the forefront of a competitive and dynamic industry.
Throughout the project life cycle, Marlboro exemplifies a commitment to excellence, innovation, and
responsible business practices. Ethical considerations regarding public health and societal well-being
underpin Marlboro's decision-making processes at every stage. By navigating the defining, planning,
executing, and delivering stages with precision and foresight, Marlboro maintains its position as a global
leader in the tobacco industry, driving growth, and value creation while staying true to its core values and
principles.