Analysis Of Marlboro

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Introduction

The brief required a complete brand analysis on a brand of our choice. A brand can be defined as a particular and unique construct that creates, communicates and sustains value for all its stakeholders through its product or services that are offered to a particular market share. We were required to critically discuss the brand identity, using Aaker’s brand identity system, and then there after continue to craft and discuss a positioning statement, followed by the brands portfolio and then to conduct a brand contact audit by applying the four Integrated Brand Contact planning steps.

In this essay I will be discussing Marlboro as a brand and the products that they offer to a certain market share that might satisfy a certain need or want, along with its brand identity, its positioning statement and whether Marlboro can be considered as a healthy brand, based on the Vega Healthy Brand Criteria. I will also be exploring the media’s role and how advertising affects consumer behavior, there by discussing how Phillip Morris made Marlboro the best selling cigarette in the world.

Marlboro as a Brand

According to the Oxford dictionary, a brand can be defined as a type of product manufactured by a particular company under a particular name, with a particular identity or image that is regarded as an asset.

Phillip Morris started the Marlboro cigarette brand in England in 1847, which was initially sold as a female cigarette, constructed and sold on the slogan "Mild As May”. Targeting this particular market segment was highly unsuccessful and the brand therefore had to be repositioned. Phillip Morris rebranded the campaign, targeting males, which resulted in Marlboro being the best selling cigarette in the world.

Phillip Mor...

... middle of paper ...

...ing plans. This market research falls into three basic categories: research into lifestyles and attitudes, research about brand image and equity, and research on the effectiveness of specific communications messages.
Phillip Morris stated "man sized taste of honest tobacco comes full through. Smooth-drawing filter feels right in your mouth. Works fine but doesn't get in the way. Modern flip top box keeps every cigarette firm until you smoke it."
What has been presented is an in-depth analysis that shows how Marlboro became the number one selling cigarette in the world by critically discussing Marlboro as a brand and the products that they offer to a certain market that might satisfy a certain need or want, along with its brand identity, its positioning statement and whether Marlboro can be considered as a healthy brand, based on the Vega Healthy Brand Criteria.

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