Advertising for Marlboro Cigarettes Essay by The Research Group

Advertising for Marlboro Cigarettes
An examination of the price cuts by Philip Morris, sales, Marlboro Man, anti-smoking groups, positioning and the global market.
# 20488 | 1,800 words | 8 sources | 1993 | US
Published on Mar 20, 2003 in Advertising (Tobacco)

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From the Paper:

"Philip Morris Companies, Inc. is a leading consumer products company with three major segments: tobacco, food and beer. Each of these strategic business units (SBUs) is a significant force in its respective market; the company is the largest cigarette company in the United States and the largest American food processor (Shea, 1993, p. 1822). Philip Morris has among its assets the most valuable brand in the world: Marlboro (Morris, 1993, p. 43). This research examines the advertising campaign that created this successful brand, and the strategies that have driven the campaign.

In 1992, Philip Morris dominated the domestic cigarette market with approximately a 45 percent market share. Tobacco products accounted for 43 percent of 1992 revenue and 69 percent of the company's operating profit (Barrett, 1993, p. 317). That..."

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