Abstract

The caselet discusses the deceptive advertising campaigns for cigarette products. It focuses on the advertising strategy followed by Philip Morris, a leading cigarette manufacturing company in the world. It shows how the company resorted to various business strategies to tackle the restrictions imposed on tobacco advertising.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Government’s ban on tobacco advertising
• Strategies adopted by tobacco companies to counter negative publicity
• and Promotional and marketing practices adopted by Phillip Morris.

Keywords

Marketing practices, advertising campaigns, health hazards, unethical practices, multinational conglomerates, advertising, tobacco-related products, smoking, tobacco advertising, Philip Morris International Inc. (Philip Morris), cigarette manufacturer, Marlboro, market share, negative publicity, light cigarettes, promotional and marketing activities, low tar cigarettes, tobacco companies, promotional campaigns, Marlboro Lights, tar and nicotine, anti-tobacco campaigns, socially responsible company