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Presented By Giriraj Agarwal Vishal deep Chauhan Ronika 4/29/12 Priya

Marlboro (Phillip Morris)

1. Marlboro is the largest selling brand of

cigarette.

2. It is famous for its billboard & magazine

ads of Marlboro man.

3. Phillip Morris launched Marlboro brand in

1924 as a women cigarette. With tagline of Beauty tips to keep the paper from your lips.

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Thank you.

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MISSIONS
Invest in leadership- we will invest in

excellent people and leading brands. in societal concern related to business. understanding of adult tobacco in better & more creative product. shareholder.

Align with society- Actively participate

Satisfy adult consumers- convert deep

Create substantional value for

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To become a leading tobacco player in

India.

We create substantial shareholder value

without compromising with our ethical value. of Indias most prominent business organization.
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To sustain and enhance our position as one

Values
Integrity, trust and respect. Passion to succeed. Executing with quality. Driving creativity into everything we

do.

Sharing with others.

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Business Strategy
Research and design Product differentiation Aggressive promotional strategy. Strong relationship with cigarette retailers.

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Marketing Strategy
Philip Morris pursued standardized

market research and strategic marketing plans in different regions principle foci: lifestyle/psychographic research, brand studies, and advertising/communication effectiveness Tattooed Man

Research on young adults with three

A new advertising campaign entitled the The cowboy emerged as the4/29/12 most

The Four Ps
Product Price

Promoti on Pla ce

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Market share
In 2010 Marlboro's retail share was 42.6

percent,larger than the next 13cigarette brands combined.

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Contribution to Society
Arts & Culture

Investing in leading arts and cultural organizations helps create vibrant and engaging communities.
Education

Good schools and strong support networks for young people are essential to the development of a talented and diverse workforce.
Environment
4/29/12 Reducing our environmental impact and

Increase in shareholder value

There has been a 24.8% gain in the companys

cigarette shipments to Asia in the past year. Philip Morris can only prosper more in Asia and continue growing shareholder value. per quarter, and has steadily increased by at least $.04 every four quarters to its current price of $.77.

The first payment of dividend in 2008 was $.46

Morgan Stanley recently raised its price

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target for Philip Morris to $78 and investors are quick to buy when a price target is increased.

Satisfaction of customers
they have made improvements that added

to their differentiation in the market, such as the flip-top box and the soon-to-bereleased slow-burning paper, which should reduce cigarette related fires significantly.
changes in cigarette length and

circumference

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