Marlboro Cigarettes Strengths And Comparison
Marlboro Brand Analysis. Published in: Marketing. • Value Chain • SWOT Analysis • Blue Oceans • 5 Porter Forces 5. • 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.
This is a digitized version of an article from The Times’s print archive, before the start of online publication in 1996. To preserve these articles as they originally appeared, The Times does not alter, edit or update them.
Occasionally the digitization process introduces transcription errors or other problems. Please send reports of such problems to archive_feedback@nytimes.com.
When Marlboro Lights were introduced in 1972, they were intended not to hurt sales of the main brand, known as Marlboro 'Red,' which tended to attract young men, the most desirable customers in the industry since they are the heaviest smokers.
With a smaller triangular symbol in green and gold, Marlboro Lights and menthol versions tended to attract women. The sex split was further strengthened with a brownish 'cork' tipping for Marlboro Red, and white for the light version. Full-flavor smokers, usually males, preferred the cork tip.
Newsletter Sign Up
Continue reading the main storyThank you for subscribing.
An error has occurred. Please try again later.
You are already subscribed to this email.
- Opt out or contact us anytime
But In the 1980's, when some men began to defect to lighter cigarettes, they did not find an attractive Marlboro version, researchers say. In researching an ultralight version of Marlboro, Philip Morris discovered a larger opportunity for a medium-flavored cigarette. The company has yet to introduce an ultralight Marlboro.
But Philip Morris may yet find itself in a marketing dilemma because Marlboro has built its brand identity on full flavor, especially in the 1960's and 1970's, when most smokers today began smoking. It did so again with Marlboro Lights, marketed as having full flavor in a low-tar cigarette.
Marlboro Cigarettes Strengths And Comparison
Using the word 'medium' in advertising could undercut the brand's longtime slogan, 'Come to where the flavor is.'
No-Risk Strategy
News of the cigarette was first disclosed in The Wall Street Journal yesterday. Philip Morris confirmed the planned introduction but declined to comment further.
A 'line extension' is a common way for a manufacturer to introduce a product without the expense -- and risk -- of advertising an entirely new trademark. Download hindi font. Philip Morris has successfully used this strategy for Marlboro, which has 13 varieties.
But like the entire cigarette industry, which has been declining 3 percent or more a year throughout the 1980's, unit sales for the core versions of Marlboro -- the full-strength cigarettes in the hard box and soft pack -- have steadily declined. Unit sales in 1990 for these original versions of Marlboro declined 4.3 percent from a year earlier. Sales totaled 77.1 billion cigarettes, or about 3.8 billion packs, according to figures compiled by John C. Maxwell Jr., a tobacco industry analyst at Wheat, First Securities.