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Marketing analysis of Marlboro cigarettes

Extracts from this document...

Introduction

Executive Summary Marlboro is one of the most famous brands of cigarette among the world. The first launch of Marlboro cigarette is to target female consumer. By 1950s, a new Marlboro is launch again but with a new manly image with an icon of 'Tatooed Man'. Today, Marlboro brand may not be ranked at top anymore but it still retains a value in excess of 21 billion USD. Marlboro cigarette is to targeting adult consumers and prevent from underage group. Marlboro Company had their own target market segment and doing consumer analysis in order to implement their marketing strategies. In advertisement analysis, smoking caused a lot of health problem so the company is paying effort to create a strong, cool independence, ruggedness, strength, and adventure image for Marlboro cigarette. Advertising is the strong tools to promote Marlboro cigarette within the country which the law is allow cigarette advertisement. For personality and self section, Marlboro are developing good product personality as the Marlboro products give consumers a masculinity and cool image to target male customers. Besides, different flavor and packaging of Marlboro cigarette also form customization for different type of customer with different buying behavior. In addition, the target audience of Marlboro is focus on adult which having variety of psychographics and lifestyle. Well, for Marlboro cigarette consumer they are mostly smoke under great pressure, socialism as well as influence of community. Introduction As we know, Marlboro is a well known brand of cigarettes. Marlboro cigarette is created by Philip Morris USA within US and by Philip Morris International. Both the company is actually the own by a parent company, Altria Group, Inc and is one of the world's largest tobacco corporations. On January 6, 2009, Altria Group, Inc. completed the acquisition of U.S. Smokeless Tobacco Company, the world's leading moist smokeless tobacco manufacturer. By now, Philip Morris International is a company separate from Altria Group, Inc outside the US. ...read more.

Middle

When they smoke Marlboro, they are seen to be more daring and spirited in terms of the physical and mental. Upper class and charming fall under the sophistication dimensions. Marlboro image is mainly personified for the middle class and upper class people. It reflects that the smokers are more charming and they are perceived to be more upper class status in the social level compared to others. Besides, it also gives a cool image to others when people smokes Marlboro cigarette. Thus, it will eventually influence the consumer buying decisions when they purchased Marlboro cigarette. http://legacy.library.ucsf.edu:8080/n/b/o/nbo03e00/Snbo03e00.pdf For ruggedness in Marlboro cigarettes, it represents tough, macho, freedom-loving, adventurous person. The "Wild West" cowboy imagery is associated with the brand projects of a certain rugged, western, macho personality that underscores its appeal to male smokers who aspire to live that type of lifestyle, even if fulfilling only a transitional, momentary fantasy. This represents that when a person who smokes Marlboro cigarettes is perceived to be tough and strong. (refer to appendix 6) http://brandinsightsllc.com/includes/pdf/ArchetypeII.pdf Product Personality Product personality can be categorized under three different categories which are gender, geography and colour. Gender is often used in brand personalities where some products are perceived to be masculine while others as feminine. For Marlboro cigarette, it is more perceived as masculine product. It targets more on male consumers because Marlboro has an image of masculinity and adventurous. http://tobaccodocuments.org/youth/AmCgPMI19890811.Mp.html Furthermore, Marlboro also comes with different colours of packaging and it represents different types of cigarettes (refer to appendix 7). Different types of the Marlboro cigarettes can also be divided by their tastes. Marlboro cigarettes are divided into many categories such as Marlboro Red, Marlboro Lights, Marlboro Menthol, Marlboro Menthol Light, Marlboro Fresh Mint and Marlboro Black Menthol. These packaging are differs from the colours. Each colour indicates different personalities. The dominant colour on the Marlboro packet is red; on the Marlboro Lights packet is yellow, and on the Marlboro Menthol is green. ...read more.

Conclusion

For those smokers, a new reduced-risk Marlboro cigarette would attract them. As the recommendation for smokers, smoking may difficult to quit but as long as you have the willpower it will be possible. Find a substitute product to replace cigarette like chewing gum is the way to quit smoking. In addition, family advice and support is also important to influence a smoker to quit smoking. Smoking may bring bad image or impression for those youngest and they may be influence. So, think for your next generation, family as well as own healthy before being addicted in smoking. Conclusion As a conclusion, Marlboro cigarette had being a well known brand among the market and consumers. With the strong tobacco company as the background, Marlboro cigarette was became the international product and is supply to many of the country. From the target market segment and consumer analysis, we know that Marlboro cigarette is mainly target male audience as they created a masculinity and cool image for Marlboro icon. The target market segment of Marlboro is clearly to adult that above 21 years old and mostly white collar group. The advertisement analysis of Marlboro shows that Marlboro always comes out with independence, ruggedness, strength, and adventure in the advertisement. The advertisement of Marlboro had bring the message to consumer that no one who smokes Marlboros is ever alone and how tough when man smokes Marlboro. The outcomes of personality and self of Marlboro cigarette is people felt that smokes Marlboro is much more differing from other brand of cigarettes. This is because Marlboro brand cigarette had makes use of excitement, sophistication and ruggedness as their brand personality. Besides that, Marlboro also offers variety flavor of cigarette with different color of packaging. This successful by creating product personality that offers smoker different type taste. Lastly, from the psychographics and lifestyle analysis we found that Marlboro cigarette had became a part of the smokers. Marlboro smokers usually smoke Marlboro in their daily activities as well as becoming their lifestyle. Not only for own usage, Marlboro smokers also take Marlboro cigarette as their socialize tool. ...read more.

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