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Essay / Research Paper Abstract
This 7 page paper assesses the marketing of Marlboro cigarettes, looking at the development of the marketing and the current (2008) marketing mix before considering the ways in which Philip Morris may improve the marketing for the brand. The bibliography cites 12 sources.
Page Count:
7 pages (~225 words per page)
File: TS14_TEmmarlboro.rtf
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Unformatted sample text from the term paper:
restrictions on the way that marketing takes place. This has lead to firms, such as Philip Morris and the Marlboro brand having to develop innovative ways of getting the message
across within the limitations. It may be argued that these limitations and the subsequent marketing of Marlboro has resulted in a highly effective marketing approach. 2. The Marketing Mix
The firm has a well known product; it is one of the major international cigarette brands, although the way it is marketed has changed. When initially launched in 1924 this
was a brand marketed at women, with the tag line "mild as May" (Morgan, 2007). However, as new brands entered the market and the market evolved as well as the
health risks became known the market and the target market changed. It was as a result in changes in the target market, aiming for more mainstream market appeal, as well
as a price drop that helped the firm to become and then remain a dominant cigarette company, with the firm initially differentiating itself with the inclusion of a filter
after news regarding the harmful effects of smoking (Morgan, 2007). The marketing make use of images and the Marlboro Man and a guerrilla marketing approach which including giving away
samples helped to increase brand awareness, taking the brand form a position of 31st in the post war years to number one (Levinson, 2007), The more recent marketing approached
can be seen as able to support and maintain a leadership position marketing to their target market who are adult smokers, with a bias towards male smokers. The product
itself has evolved and varied, there are now a range of products under the Marlboro brands has increased, including light versions, smoother versions such as blend 28 launched for the
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