Segmentation, Targeting, And Positioning Of Marlbbury
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Introduction
Marlboro is the largest selling brand of cigarettes in the world. Marlboro is made by Philip Morris, a company based in the United States and Philip Morris International (which is outside of the US). This company has made a huge impact in the tobacco industry. It had started out as a female-oriented cigarette in the 1920’s, with a small customer base and almost zero international sales. It was with the creating of the Marlboro Man and Marlboro Country advertisement campaign that took the company ranking from 31st in the Unites State to the number one spot. Marlboro has spanned across the globe, being offered to customers in over 180 countries, and growing bigger by the day. In this paper, we will go over the characteristic of…show more content… This was essentially followed by every other major cigarette company in the market. Another example of market segmentation in the Marlboro brand is with the introduction of the lights and ultra-light cigarettes. These cigarettes are distinguished by the low level or complete lack of tar in them. This is an important segmentation that is geared towards the more health-conscious smokers that still want to partake in their favorite cigarette. It is important to know that even though this is a better option, smoking is still linked to cancer.
Another important segment to consider is price. Current studies show that most smokers are very loyal to their brand of cigarette. Most of the time they will even stay loyal to a brand who has experienced a price increase. However, there is a small percentage that can be persuaded to choose the cheapest possible brand that is offered to them. By offering the lowest possible prices, cigarette companies can gain more access to the market and essentially get their foot in the door to gain more attention and market share increases. Marlboro is classified as a premium cigarette segment, meaning the prices are higher than the average cost of tobacco products. Marlboro has established itself as the premium cigarette company in the market. This means that the better the product, the higher the price for cigarettes.