Marlboro

Strategic
Branding

Semester 5 Identity Design Surya Teja Dasari

Introduction

• World’s best selling cigarette brand,

manufactured by Philip Morris
• Introduced in 1920s named after
Marlborough Street in London
• Introduced cork coloured filters and flip top
box
• 8th in most valuable brands (Millward
Brown)
• Brand Value : $69 billion
Branding in Cigarettes Industry

• Brand Identity of cigarettes have always

been about being a rebel
• Targeting youth
• Brand building started in 1900s through
advertising in magazines
• Distribution for free or at subsidised
rates to the troops
• 1950s-1960s : TV & radio commercials
of brands
• 1970S – 1990s: Print media –
magazines, billboards & newspapers
• 1999: Sports and cultural events
• Brand building through packaging,
logo, design & performance
 Marlboro over the years

• During those decades, much of • Marlboro for Mommies

Marlboro's marketing was aimed at • the early 1950s saw a whole
women, with commercials that series of Marlboro Baby ads,
depicted young women smoking like this one from 1950
and movie star endorsements.

• Smoking women culture was based

around products marketed as
smooth and mild, with filter
cigarettes like Marlboro among
them.

1920s 1950s
• 1950s : Studies link smoking with lung
cancer
» Brand repositioned as men’s
cigarette
» Targeting men concerned about
lung cancer
» Leo Burnett : to make Marlboro
a real man’s smoke
Repositioning:
• The Marlboro Man: The
Magic of Lifestyle
Marketing
• Men could demand filter too
• It wasn't until the 1950s-60s
that Marlboro was
repositioned as a tough guy's
brand, with a campaign that
would feature a range of
characters: construction
workers, sea captains, and
cowboys. 
Core Strategy

• Core strategic concept ‘to sell a

marketable version of the America
dream’
• Independent, rugged, macho rough
around the edges, not afraid to get in a
fight

Competitor Analysis
Mature, steady competitors :
Philipp Morris, Muratti, Pall
Mall
Young, urban competitors :
Lucky Strike, Camel,
Winston, Gauloise,
Chesterfield
Brand Analysis
Self Analysis Customer Analysis
1924 : First launched as a women’s
cigarette in USA
1950 : Launch of filter cigarettes due 18-30 years young and adult
to major study about lung cancer and smokers, people who identify
repositioning of Marlboro brand as a with the Marlboro brand heritage
men’s cigarette.
1960 : Marlboro Country and
Marlboro Cowboy campaigns Lifestyle needs : Independence,
launched hedonism, freedom and comfort
1972 : Becomes the number one
tobacco brand in the world
2012 : New campaign launched –
Don’t be a Maybe-Be Marlboro
 Brand as Product
Flavor Line : Authority in tobacco flavor for the whole brand family Premium quality tobacco : Virginia,
Gold Line : Superior, smooth-tasting smoking dimensions Orient
Fresh Line : Defines the reference category of refreshing taste sensations, Asian Countries

Brand as Organization Extended : Brand as Person

Style
Globally Active Genuine
Suave
Core :
Innovative Product Adventure America Appreciation for small
Development Confidence Genuine things in life

Mature Brand Quality-conscious

Essence :
Embodies the American Independence Free spirit, independent
spirit , freedom
Traditional

Cosmopolitan Type face

Polished Old Fashioned, high recall value
Logo Design : Symbol of rugged
Brand as Symbol individualism and masculinity
 Value Proposition
Functional Benefits Emotional Benefits Self-expressive benefits
Commitment to the free spirit
• Satisfaction through high and values of Marlboro. Individuality, rebellion and
quality tobacco taste Individuality, freedom and following own rules and
• Innovation on filters independence principles

Credibility
• Strong advertising campaigns over the decades
(Marlboro Man, Marlboro Country)
• Strong brand awareness

Relationship

Loyal Customers Don’t be a maybe campaign Take every customer as

an individual
Brand Positioning