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Essay / Research Paper Abstract
This 5-page paper discusses Philip Morris pricing strategies in 1993 as they pertained to the Marlboro brand. Bibliography lists 2 sources.
Page Count:
5 pages (~225 words per page)
File: D0_MTcigacost.rtf
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Unformatted sample text from the term paper:
as 1993, cigarette companies such as Philip Morris were doing quite well, being able to advertise in magazines with colorful displays and being able to sell cigarettes for a reasonable
cost. Philip Morris had particularly good luck with its Marlboro brand. Introduced in 1924, Marlboro was originally intended as a womens cigarette
(Sharif, 1993). During World War II, Philip Morris took the cigarette off the shelf, only to reintroduce it in the late 1950s with filters - a definite selling point as
cigarettes were starting to be linked to health dangers (Sharif, 1993). At that time, the cigarette carried with it a male image, that of a tattooed man, thus making it
a cigarette for men. Many different men were used, and it was found that the cowboy emerged as the most popular "Marlboro Man" (Sharif, 1993). Between the Marlboro Man and
the red, white and black flip-top box, Marlboro had a definite brand awareness (in its packaging) and a spokesman (in its cowboy). It also had a musical theme - the
"Magnificent Seven" theme ended up being played on almost every Marlboro Man commercial. Even when ads were banned from television in the
early 1970s, the Marlboro Man continued to dominate advertising; his weather-beaten visage creating a vision of virility and ruggedness that had a lot of appeal.
As a result, by 1992 (and thereby into 1993), Financial World ranked Marlboro the number one most valuable brand, with a market worth of $32 billion (Sharif,
1993). Ironically, that same year, Wayne McLaren, the "Marlboro Man" of the commercials and print ads, appeared at Philip Morris annual shareholders meeting and asked the company to voluntarily limit
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