It has been a leader in the field of cigarettes. The brand is from the stables of Philip Morris in USA and has captured the imagination of smokers all over the world. The company has been a prime component of…
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The company has been maintaining quality in its products over the years. (Mission & Values, n.d.) The paper will look into the history of the brand and the path of its glory.
The first trace of the Marlboro cigarettes was found in 1847 in England. The brand got its name from the Marlborough Street in UK. The brand was manufactured by Philip Morris, which was based in UK. It was in 1902, that the company extended its operations in the USA. The US market was seen as a good opportunity for the brand to cater to the needs of women in the society. The marketing strategies of the company over the years have been instrumental in the success of the brand. (Marlboro Cigarettes history, n.d.) The time it was introduced in the US, the brand used the slogan “Mild as May”. Obviously, the brand aimed at targeting the women. The advertisements of the cigarettes contained the hand of women.
The filters of the cigarettes were painted red. This was done to hide the lipstick stains of the women while smoking. The marketing strategies of the brand underlined the fact that it was for women. The brand maintained the same stance up to the 2nd World War. However, the economic conditions of the war forced the brand out of the market. There was a rise in the popularity of the other cheap cigarettes. Various companies that were popular in the phase were unfiltered. The brands that survived the World War were Camel, Lucky Strike and Chesterfield. However, the Marlboro brand came back into the market when the conditions stabilized.
After the World War, there was a rise in the health concerns of the people and several articles were published depicting the reasons of cancer for the use of the cigarettes. The companies understood the situation and began to produce filtered cigarettes. Marlboro introduced filtered cigarettes also. However, to be able to capture the market, the company had to involve a lot of marketing and the
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(American History Marlboro Essay Example | Topics and Well Written Essays - 1500 Words)
“American History Marlboro Essay Example | Topics and Well Written Essays - 1500 Words”, n.d. https://studentshare.org/miscellaneous/1567988-american-history-marlboro.
As one of PM USA’s most saleable cigarette brands in the United States, the Marlboro brand was able to capture at least 42% of the enitre US market shares for cigarettes (Seeking Alpha, 2012; Philip Morris USA, 2012). Source: Philip Morris USA, 2012 As one of the most famous cigarette brands around the world, Marlboro uses the image of a typical American cowboy as a part of its product positioning strategy (Randazzo, 2006; Hyland et al., 2006).
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