Cash payment girl 9257726604 Hand ✋ to Hand over girl
Marlboro Brand Analysis
1.
2. Index
Trends 3
Analysis
Value Chain 7
SWOT 8
Blue Oceans 10
Porter Forces 11
Strategy 12
Brand Positioning 13
Position Statement 14
Customers 15
Product 19
Revenues 21
Brand Mantra 27
Brand Elements 28
Brand Experience 30
Goals and Objectives 33
Conclusions 34
3. In Spain:
More than 55,000 people per year
die from smoking
In Spain:
31% of the population smokes
17.3% are former smokers
United States:
1965 – 42% of the population
smoked
2012 – 18% of the population
smokes
1 of 4 males students smoke
1 of 5 females students smoke
14 is the average age when teens
start smoking
8.4 billion dollars
spent on advertisement just in
the US
4.
5. Due to laws enforced, the tobacco industry has been forced to change
their advertisement strategies, making them changing their packaging
images.
The Marlboro Package now comes with very graphic pictures about the
repercussions of smoking.
The World Health Organisation strongly believes this works
However, even though the porcentage of population that smokes has
decreased through the years, it seems the percentage of people who
do smoke, have increased their consumption, projecting growth in the
tobacco market forecast.
6. • Value Chain
• SWOT Analysis
• Blue Oceans
• 5 Porter Forces
7. Tobacco Harvesting
• Malawi : more than 90% of
Malawi's tobacco is bought
by two US-based leaf buyers.
Manufacturing:
Machine, quality
control
•1. Universal Corporation
• 2. Alliance One
International
• They resell to international
firms, including MARLBORO
Packaging
•Godfrey Phillips
•Philip Morris
Distribution
• Same as
Packaging
Retailers
• Supermarkets
• Clubs
• Bars
Merchandising
• Sponsorships
• Advertisement
• BTL
Consumers
• Final consumer
of Marlboro
8. Strengths Weaknesses
• Available in seven variants
• Wide distribution network of Godfrey
Phillips.
• Strong campaign in terms of ‘Marlboro
Man’ also a well-known brand
• Strong brand name and top of the mind
recall
• Association and sponsorship of various
events
• Good marketing through print ads
• Quality Product
• Well known
• Strong Man Power and Employees
• Weak position in certain markets and
segments (e.g. Menthol cigarrettes)
• Health destroying products.
• Competing with its own brands
9. Opportunities Threats
• Large tobacco industry in India
resulting in huge growth
opportunity
• Social media marketing as a
replacement for advertisement
• Consumers already know the
brand
• Large natural resources of
tobacco in India
• Heavy smokers will not quit
smoking
• Lot of competitors with similar
quality and price.
• Growing public concern about
increasing use of tobacco
• Government regulation and
increased taxation
11. Brands:
Camel,
Lucky Strike,
Derby
Bargaining Power of
Suppliers:
Increasing cost of tobacco
due to the limitation and
high tax from the
government.
RISK: 4
Bargaining Power of
Customers:
Different Choices
Tobacco is Harmful (Choice
to quit)
RISK: 3
Threat of Substitutes:
E-Cigars
Water Cigarettes
Nictine Patch
Nicotine Free/No addiction
RISK: 5
Threat of New Competitors:
Development of new
brands is low, due to the
tobacco situation
RISK:1
12. • FOCUS - DIFFERENTIATION:
• Cork-looking filters
• Filter Plus Technology: Revolutionary flavour enhancering
• Aggresive Distribution and Merchandising Strategy: Clever BRANDING
Strategy
• Acquiring the MARLBORO Lifestyle
• Good Placement for product
• Adoption of the brand by the consumer (if it is not Marlboro, they’d rather
not smoke)
13. • Targeting Financially attractive groups: Young Males
• Creating Brand Remembrance through “Marlboro Man” – even for
non-smokers
• Marlboro forms part of POP CULTURE – Product Placement in movies,
known for its “manlyhood”
• Targeting Big Cities (Billboards)
• Targeting Big Events (Sponsorship – Formula 1)
• Brand Personality: Confident, positive, succesful, achiever, dynamic,
optimistic
14. MARKET/FRAME OF
REFERENCE
Marlboro’s market is without a
doubt the tobbaco industry,
world wide, since it is a world
renowned brand, and it is sold
in all the countries. Therefore,
Marloboro’s market/frame of
reference is everywhere in the
world where tobacco is sold.
PRODUCT
What Marlboro offers is high
quality cigarettes at an affordable
price. It also sells the quality,
freedom and lifestyle that comes
with the brand when you are a
Marlboro consumer.
CUSTOMERS
Marlboro’s customers are
adventurous, young people,
who are looking to live on
the edge and being free.
Since it is a quality brand, it
is focused on middle-high
class target.
15. • The main customers Marlboro targets are people who consume
cigarettes (smoke) over 18 years old (legally).
• However, given the popularity of smoking amongst younger people,
through their communication they also target this younger audience.
16. DEMOGRAPHIC
YOUTH: 14-25 years old
ADULT SMOKERS
MIDDLE-HIGH CLASS, EDUCATED PEOPLE
GEOGRAPHICAL
WORLD WIDE
FOCUSING ON DIFFERENT TASTE
BEHAVIOURAL
INDIVIDUALITY
LIFESTYLE
FREEDOM
DECISION MAKING
18. • Countries with higher Tobacco Consumption
• It is noted that consumption of tobacco has
decreased in developed countries and is
increasing in developing countries
Ranking Country Number of Cigarettes Per
Adult Per Year
1 Bulgaria 2924
2 Serbia 2822
3 Greece 2795
4 Russia 2786
5 Moldova 2479
19. • The product Marlboro sells is the
“Marlboro Lifestyle”
• This lifestyle predominantly consists
of encapsulating the American
Dream Lifestyle and turning it into an
invitation to join the “Marlboro
Country”.
• Given the popularity and desire of
wanting to belong in said lifestyle,
Marlboro succeeds in expanding
world wide.
• BE MARLBORO
• Marlboro has to sell this because the
cigarettes are their main product
20. • Personification of the brand using the Marlboro Cowboy and promoting
the Marlboro Country Lifestyle
• Relating smoking to something cool and manly through big advertising
images
• Product Placement in movies (strong in theWestern Movies mostly)
• After restrictions on Advertisement:
• BTL Actions
• Hosting events and parties
• Sponsorship (such as Formula 1)
• Colour branding (the use of only de Marlboro “M” and red colours)
• “Switch Selling”
• Marlboro Club
21. • Marlboro gets its revenues from selling dried and processed tobacco
forming the cigarette we know as Marlboro.
• Even though they have few other things such as Marlboro lighters,
their main product are the cigarettes.
22. by a higher excise taxes, Spain’s
10 million-plus smokers have
become targets for cigarette
smugglers.
Illegal imports now account
for 7 percent to 8 percent of
overall cigarette sales
The number of cigarette packs
sold in Spain fell 17 percent last
year, according to the Tobacco
Market Commission
During the four year 2008-2012
sales of traditional cigarettes in
Spain dropped by over 40% from
4514 million packs to 2671
million
23. POTENCIAL MARKET: THE CITIZENS OF SPAIN. (46,507,760)
AVAILABLE MARKET: TEENAGERS, WOMAN AND MEN (85% of population-
39,500,000)
TARGET MARKET : PEOPLE WHO SMOKE CIGARETTES (30% of Population
according to INE-14,000,000)
PENETRATION RATE:
young teenagers (12-14 years) younger (below 25) older (over 50) men.
24. 2671 Million packs of cigarettes approximately sold
per year
47.7 billion units approximately sold per year
Marlboro Market Share in Spain is 31.2%, for a total
of 14,9 billion units of cigarettes sold corresponding
to Marlboro and 833 million packs.
A pack of Marlboro costs approximately 4,65 euros
Marlboro estimated sales are 3.8 billion euros.
25. THE DIFFERENT OF REVENUE OF MARBOLO
TYPES REVENUE
TRADITIONAL 50%
LUXURY 21%
SELF--MADE 24%
26. WOMEN MEN
70%
60%
50%
40%
30%
20%
10%
0%
1970 10% 65%
2009 21% 31%
Axis Title
The prevelance of cigarettes smoking among 15
years and over
WOMEN MEN
12
10
8
6
4
2
0
1970S nad lae 1980s 3 11
2000s 6 8
Axis Title
Cigarettes smoked per person per day
27. MARLBORO EMOTIONAL DESCRIPTIVE BRAND FUNCTIONS
FREEDOM
When people consume
Marlboro, they are living
up their freedom, they
are confirming they are
owners of their decisions
and that they don’t follow
society’s rules.
LIFE-DRIVEN PEOPLE
It is a brand that is aimed
for people who are
looking for adventure and
living on the edge. Of
living life to its fullest.
PLEASURE
The nature of Marlboro is
to provide people
pleasure and leisure, with
a high end quality product
enhancing the
experience.
29. BRAND AS A SYMBOL
MARLBORO RED
MARLBORO MAN
HIGH RECALL VALUE
DON´T BE A MAYBE
TRADICIONAL
LOGO DESIGN : SYMBOL OF RUGGED,
INDIVIDUALISM AND MASCULINITY
30. BRAND EXPERIENCE
Marlboro literally uses the “Marlboro Experience” to involve the consumers, making them a very
important part of their brand.
They use events, parties, rallys and all sorts of different activities and ideas to engage with the
consumers and make them relate with the brand.
Marlboro sets up the whole environment, and through the activities and decoration, is constantly
getting the message to the consumers.
The final goal is to make the consumers more loyal to the brand, and make the appreciate what
Marlboro does for them, thus, creating the loyalty desired.
31. TMX
TMX is The Marlboro eXperience.
This experience gathered hand picked consumers
by Marlboro and took the away to a big event with
different activities and dynamics planned. This
activities included involving the consumer in the
cigarette-creating process, making them come in
contact with the tobacco itself and constructing a
cigarette themselves. This is the most involvement
a brand can get with their consumer, by making
them a part of the process.
Afterwards, fun activities, in relation to Marlboro
sponsorships, are planned, such as driving race
cars.
They do this in select countries.
http://www.youtube.com/watch?v=88LhpduH-Po
32. Marlboro Parties
Whenever launching a new product, Marlboro organizes a Launch Party, where, once again, they hand
pick guests to invite, and cover all their expenses, making this, the Marlboro Experience.
The fact that all the guests get to go to a party, without having to pay for anything, again, engages them all
the way with the brand, because not only do they get to see first hand what the brand does and has to
offer, but they relate to all the actions, and feel they are becoming a part of the brand, they are the brand,
they are Marlboro.
http://www.youtube.com/watch?v=ATEd2zhwRCk
33. Goals and Objectives
Objetives(and goals):
• Reinforce stature as brand of clear first choice and loyalty among all audience segments.
• Deliver relevant and compelling messages to diverse audiences.
• Core Marlboro imagery through Red and Lights – most popular products
• Deliver idea and lifestyle that is “bigger than life”
• Build noticeability, likeability and contemporarity in brand image.
• Involve consumers in process of the brand
• Create diverse actions/events where brand is present but not tobacco based.
• Endorsement and sponsorships of heroic, cool and adrenaline scenerios
• Increase our market share.
• Make Marlboro the brand to be consuming
• Venture into other products, alternates, as to not lose consumers
• “Flip” Strategy
• Sustain and increase our sales.
34. Marlboro since the creation of the brand
has been working on getting through to
its target the most effective way and has
achieved it.
This has given the brand the power and strength to pull
through all the adversities the tobacco industry is
facing
The brand has loyal consumers which do not need
advertisement reinforcement in order to buy Marlboro
over any other brand
