Marlboro's name comes from Marlboro Street where London Cigarette Factory is located. 1902, Philip Morris, headquartered in London, opened a branch in new york to sell brands including Marlboro. 1924, Marlboro took "Mild as May" as the slogan and promoted it as a special cigarette for women.
During World War II, brands temporarily stopped supplying the market. At the end of the war, three other brands, including Camel, Lucky Lottery and chesterfield, occupied the whole market.
In the 1950 s, Reader's Digest published many articles, pointing out that smoking was related to lung cancer. Many cigarette factories began to introduce cigarettes with filters, and 1955 introduced Marlboro with filters.
Marlboro's agency in Hong Kong originally belonged to Hong Kong Tobacco Co., Ltd. owned by philanthropist He Yingjie, and was repurchased by Philip Morris 1996.
Men always remember love because of romance-Marlboro!
This enterprise brand ranks 16 in the top 500 world brands in 2006 compiled by the World Brand Lab.
Edit this passage about Marlboro Company.
In the eyes of global consumers, Marlboro is undoubtedly one of the most famous and attractive international brands. In terms of sales volume, the average consumption of Marlboro cigarettes per minute in the world is as high as 654.38+0 million! Whether you smoke or not, Marlboro's world image and charm will leave a deep impression on you and make you unforgettable all your life.
Probably no one would have thought that Marlboro cigarettes, which were popular all over the world, started as a small shop in 1854, was officially registered in the United States in the form of Marlboro in 1908, and Philip Morris Company was established in19/0/9, and declared bankrupt in the 1940s.
In the early days of Marlboro's business, Marlboro's positioning was women's cigarettes, and the vast majority of consumers were women. Its advertising slogan is: as mild as the weather in May. However, contrary to expectations, although the number of smokers in the United States is increasing every year, the sales of Marlboro cigarettes have been flat. Ladies complain that the white holders of cigarettes will get their bright red lipstick, which is very unsightly. So Morris changed the cigarette holder to red. But none of this can save the fate of Ms. Marlboro's cigarettes. Morris Company finally stopped producing Marlboro cigarettes in the early 1940s.
After World War II, the number of smokers in the United States continued to increase. Marlboro brought the latest filter cigarettes back to the women's cigarette market and launched three series: paperback, white and red filter and the one advertised as "matching your lips and fingertips". At that time, the annual consumption of cigarettes in the United States reached 382 billion cigarettes, with an average of 2,262 cigarettes per consumer. However, the sales of Marlboro are still very poor, few smokers smoke Marlboro, and even people who know the brand are extremely limited.
Surgeon: Leo Bona
1954, Morris Company found Leo Bona, a very famous marketing planner at that time, and gave him this topic: How to make more women buy and consume Marlboro cigarettes?
Dialectical thinking on limited tasks
As a project organizer, Leo Boehner is faced with such resources: established Marlboro cigarette products, packaging and so on. At the same time, we are also faced with the task of making more women familiar with and love Marlboro cigarettes. Leo Boehner must find a way to accomplish such a task with such resources. How to solve this problem?
If Leo Boehner (meaning "if" here) is completely confined to the tasks and established resources put forward by Morris Company and follows the idea of expanding the market share of female cigarettes, then Marlboro, which is popular all over the world, will not appear in this economic world. Fortunately, Leo Boehner was not limited by tasks and resources, but dialectically thought about the topic given by Morris Company.
Bold transformation to achieve Marlboro
After in-depth analysis and careful consideration of the cigarette market, Leo Bona completely broke through the tasks and resources limited by Morris Company, and carried out a brand-new "transsexual operation" on Marlboro. He boldly proposed to Morris Company that Marlboro cigarettes should be changed into men's cigarettes and light cigarettes should be changed into heavy cigarettes, so as to increase the flavor content and boldly transform the image of Marlboro: the packaging adopted the first flat-open cover technology at that time, with red as the main color of the outer box. The major change in advertising is that women are no longer the main target of Marlboro cigarette advertising, and the masculinity of Marlboro cigarettes is repeatedly emphasized in advertising, with the cowboy in the western United States emitting rough, heroic and heroic spirit as the brand image, attracting all consumers who love, appreciate and pursue this masculinity.
This is by far the most successful and greatest marketing plan. Because Leo Boehner boldly planned to break through resources and tasks, the fate of Morris Company was completely changed. The second year after the brand, marketing and advertising strategy of Marlboro changed according to Leo Bona's planning idea (1955), the sales volume of Marlboro cigarettes jumped to 10 among American cigarette brands, and then soared all the way. Now Marlboro has become the second largest brand in the world after Coca-Cola, with a brand value as high as $50 billion.
Marlboro: one of the most powerful brands in the world
1908 in the morning, a middle-aged gentleman was in a hurry, holding the business license he had just applied for. After a series of difficult steps, Philip. Morris company finally opened, how can this smug entrepreneur not be excited? Morris tried his best to give a good name to the company's cigarette products. Finally, he thought of marlborough's name, which is the street where the company's London factory is located. This long English word has some characteristics, especially the first eight letters, which makes people feel like a king. That's it! Marlboro!
At first Marlboro tried to please female smokers. At that time, young women in the United States pursued carpe diem, and many people were addicted to champagne and jazz, leading a drunken life all day. The smell of cigarettes makes people forget the psychological trauma caused by World War I, immerse themselves in a happy atmosphere and forget their troubles. "As mild as the weather in May" was the advertising slogan that Marlboro was proud of in this period. However, with the passage of time, Marlboro, as a tobacco brand with a long history and high quality, has not generated a strong appeal among smokers as expected. Is there a problem with brand positioning? Or something else? If the strategic direction is wrong, then no amount of efforts will be in vain. Morris thought hard, and finally, he found that a "gentle" brand image that only focused on real needs was not enough to impress people. To make Marlboro the favorite of smokers, a strong image of being bold and wild is indispensable! Modern people living in reinforced concrete yearn for the boundless blue sky, endless grasslands, galloping horses and vigorous riders ... Then let Marlboro also plug in its wings and run freely, across mountains, across mountains, to the whole world and to the hearts of everyone who yearns for freedom and unrestrained.
From then on, a gentle Marlboro disappeared, and a rough and bold Marlboro appeared. From 65438 to 0955, Marlboro won the top ten cigarette brands in the United States. From 65438 to 0968, Marlboro's single brand market share rose to the second place in the American tobacco industry. 1975, Marlboro took the title of American cigarette sales. In the mid-1980s, Marlboro became the leading brand in the world tobacco industry.
1989, Marlboro sold 31800 million pieces worldwide, more than the sales of bottled Coca-Cola or canned Campbell soup. If Marlboro is regarded as an independent company, its turnover of 1989 is as high as 94 billion dollars. When will it rank 45th among Fortune 1 (Fortune) magazine's top 500 enterprises in the world?
From 65438 to 0995, American Financial World rated Marlboro as the world's first brand, with a value as high as $44.6 billion.
Today, with the global wave of "no smoking" rising, Marlboro has always maintained the position of 10 among the top ten brands in the world.
Edit Marlboro's market positioning in this section.
America in the 1920s was called the "lost era". After the impact of the First World War, many young people think that they have been traumatized by the war, and that only by desperately enjoying themselves can they dilute this trauma. They either scream in jazz or immerse themselves in the smoke of cigarettes. No matter men or women, they (she) will be holding a cigarette with unusual leisure and elegance. Women pay more and more attention to their red mouths. They make up carefully and fall in love with one man after another. They are very picky about the color of their clothes, thinking that beauty is easy to get old and time is in a hurry. Women are angels who love beauty and the darling of society. They complain that white cigarette butts are often stained with their lipstick. Marlboro was born. The name Marlboro was also based on the social atmosphere at that time. "Marlboro" is actually the abbreviation of "Love is always remembered because of romance", which means "Men will never forget women's love". Its advertising slogan is "as mild as the weather in May". The original intention is to be a female smoker's "confidante".
In order to show concern for female smokers, Morris Company dyed the cigarette holder of Marlboro red, hoping that Ms. Ai Liang would be moved by this meticulous care, thus opening up sales. However, weeks, months and years have passed, and the sales boom that Morris expected in his heart has never appeared. Warm expectations have to face the embarrassing silence in reality.
Marlboro came out from 1924 and was not known until 1950s. Its gentle advertising image doesn't seem to leave much interest for ladies, because it lacks active advertising awareness oriented to long-term management and sales targets. Morris's advertising slogan "as mild as the weather in May" is too elegant, which echoes the original feminine characteristics of women and makes the majority of male smokers flinch. Although such advertising positioning highlights its own brand personality and puts forward a special preference for a certain type of consumers (here refers to women), it has set obstacles for its future development and it is difficult to expand its consumption scope. Women's love for cigarettes is far less than their enthusiasm for clothes, and once they become a good wife and mother, their daughters are not encouraged to smoke! Cigarettes are a special commodity and must form a stable consumer group. The more repeated consumption, the greater the sales revenue brought by consumer groups to manufacturers. Because women love beauty, they are often worried that excessive smoking will make their teeth yellow and their skin color will be affected, so they smoke more sparingly than male smokers. For the above reasons, Marlboro's fate has also become bleak.
In 1930s, Marlboro, together with other consumer goods, passed the "Great Depression" brought by the economic crisis. At this time, its name is still little known. After the outbreak of World War II, the number of smokers increased. With the appearance of cigarette filter, consumers can be promised that the filter can keep harmful nicotine out of the body and smokers can smoke their favorite cigarettes with confidence. Philip? Morris Company is also busy installing filters for Marlboro, hoping to make a turn for the better. Disappointingly, however, the response of smokers to Marlboro has been very cold.
With an unwilling heart, Philip? Morris Company began to consider rebuilding its image. The company sent someone to invite Leo Boehner advertising company to do advertising planning for Marlboro, in order to make Marlboro famous. "Let's forget that fragrant female cigarette and rebuild a world-famous Marlboro cigarette full of masculinity!" -Leo Boehner, founder of the advertising company, said to the helpless helper. A brand-new and bold plan to transform Marlboro cigarette image came into being. The product quality remains unchanged, and the packaging adopts the flat-opening box cover technology pioneered at that time. The standard word of the name (Marlboro) is sharpened to make it more masculine, and red is the main color of the outer box.
The major change in advertising is: "Marlboro's advertising no longer focuses on women, but uses tough men." Emphasize the masculinity of Marlboro in advertisements to attract all customers who like to pursue this masculinity. Philip Company began to use coachmen, divers, farmers and so on. A manly advertising hero. But this ideal man finally focused on the image of American cowboy: a heroic man with deep eyes, rough skin and rough body. In the advertisement, his sleeves are rolled up high, revealing his hairy arms, and he always has a Marlboro cigarette from Ran Ran in his finger. This advertisement, 1954, which washes away the smell of women's powder, has brought great wealth to Marlboro. During the period of 1954- 1955, Marlboro's sales tripled, becoming the largest cigarette brand in 10, and its market share rose to 1968, the second in the United States. Now, Marlboro sells 300 billion cigarettes worldwide every year, and it needs 5,000 Boeing 707 planes to pack them. For every four cigarettes smoked in the world, one is Marlboro. What makes little-known Marlboro so popular? Bronic 1987, a columnist of Forbes magazine, an authoritative American financial magazine, and his assistant surveyed 1546 Marlboro lovers. The survey shows that many interviewees clearly like this brand because of its good taste and strong smoke, which makes them feel very happy both physically and mentally. However, Bronic suspects that what really fascinates people is not the subtle difference in taste between Marlboro and other cigarettes, but the superiority that Marlboro advertisements bring to cigarettes. Bronic did an experiment. He offered Marlboro cigarettes to every Marlboro addict who claimed to like the taste and quality of Marlboro at half price. Although the brands of these cigarettes can't be seen from the outside, the factory can prove that these cigarettes are genuine and ensure that the quality is the same as that of Marlboro cigarettes sold in stores. As a result, only 2 1% people are willing to buy it. Explaining this phenomenon, Bronic said, "What smokers really need is the satisfaction brought by Marlboro packaging. The taste and quality of paperback Marlboro is the same as that of regular packaging, but it can't bring this satisfaction to smokers. " During the investigation, Bronick also noticed that these Marlboro fans took their Marlboro cigarettes out of their pockets 20-25 times a day. The Marlboro image endowed by Marlboro's packaging advertisements has become the relevant symbol of interpersonal communication, just like clothing, jewelry and other decorations. The real taste of Marlboro is to a great extent an additional factor attached to the image of American cowboy created by this product. This is the real motivation for people to buy Marlboro.
From the dramatic effect transformation of Marlboro's two styles of advertisements, we can see the magic of advertisements. It is advertising that shapes the product image and increases the value of the product. Adopt "concentration" strategy, locate the target market, and make Marlboro grow into the first brand in the world today.
Edit the secret of Marlboro success.
Marlboro cigarette/kloc-produced by Philip Morris has been the national cigarette sales champion for 0/4 years. Before 1954, Philip Morris was only the smallest of the six major cigarette companies in the United States at that time. But it has a unique vision and seized the opportunity of success, thus becoming the first cigarette company in the United States.
At that time, filter-free cigarettes were very popular in America. Philip Morris noticed that cigarettes with filters would become a new trend in the market, so it boldly launched Marlboro cigarettes with filters, and then put them on the market in a unique Filp top-level hard box package. Since then, the sales structure of the American cigarette market has completely changed, and Marlboro cigarettes have become the best-selling varieties in the United States.
Marlboro's success not only benefits from cigarette filters and unique packaging, but also benefits from efforts in marketing policies. In order to make the advertising effect realistic, the characters in Marlboro cigarette advertisements and posters are authentic American western cowboys, not professional models. The combination of free and rough male cowboys and impressive soundtrack is very successful, and the advertisement "Where there are men, there are Marlboros" (where there are men, there are Marlboros) is even more memorable. Implementing consistent advertising and marketing strategies on a global scale has laid a foundation for Marlboro cigarettes to have a unified, complete and profound image in the minds of consumers all over the world, and Philip Morris Company has thus created the greatest advertising effect and marketing benefits. The success of marketing strategy makes Marlboro cigarettes popular all over the world.
Marlboro
"Marlboro" is actually the abbreviation of "Men will always remember love only because of romance", which means "Men will never forget women's love". Its advertising slogan is "as mild as the weather in May". The original intention is to be a female smoker's "confidante".
Domestic Marlboro
On the morning of July 8, 65438, around 10, Marlboro produced by Changsha Cigarette Factory of Hunan China Tobacco Industry Co., Ltd. officially went offline. This is the first commercial production of Marlboro, the world's first tobacco brand, in China, marking an important breakthrough in promoting international cooperation in Hunan tobacco industry.
In 2003, under the correct leadership and direct promotion of the State Tobacco Monopoly Bureau, Changsha Cigarette Factory began formal contact and negotiation with Philip Morris Products Co., Ltd., and Changsha Cigarette Factory signed a trademark license and production agreement in 2005. In May, 2008, the trial production of Marlboro in Changsha Cigarette Factory was a complete success, and all indicators performed well, among which the flavoring error was only five ten thousandths, which reached the standard of producing Marlboro and Marlboro special alcohol cigarettes, and the effect was almost perfect, which laid a good foundation for commercial production.
In order to ensure the smooth production of Marlboro, Changsha Cigarette Factory deployed the backbone forces in technology, management, maintenance and operation to organize production carefully. In the preliminary preparation, the production workshop made a detailed production control plan, and made careful arrangements for information transmission, process standards, training and education, tobacco leaf preparation, equipment support, and pre-production debugging to ensure foolproof; In the production process, the workshop focuses on strengthening the control of product quality and production process parameters, and accurately controls the whole process of equipment control accuracy, operator operation standardization, product appearance quality on-site inspection standardization, etc., to ensure that there is no slightest error in production process parameters and quality control and standards. At the workshop production site of Changsha Cigarette Factory, Zhang Yu, director of production technical support in China District of Philip Morris Company, said excitedly: I am very confident that the Marlboro produced by Changsha Cigarette Factory is not bad, only good!
Employees have expressed that they must cherish the great opportunity that Marlboro settled in Changsha Cigarette Factory, keep their eyes inward, practice hard, push enterprise management to a new level, and speak with practical actions, and never live up to the State Council's trust and trust.
It is reported that after July 2008, all Marlboro cigarettes sold in China market will no longer be imported, but will be produced by local tobacco factories in China, thus realizing "pushing ahead with production".