Abstract

The case discusses the marketing strategies of Philip Morris USA (Philip Morris), a leading tobacco company in the US, for its popular cigarette brand, Marlboro. It shows how the company used the image of a cowboy to successfully establish the brand Marlboro in the minds of consumers. The case also discusses the various marketing strategies adopted by Philip Morris before and after the implementation of the Master Settlement Agreement (MSA) which imposed severe restrictions on marketing of tobacco products in the US. It shows how the marketing strategies adopted by Philip Morris over the years have helped it in retaining Marlboro as a top selling brand since its re-launch in the early 1950s.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Brand Personality
• Role of Regulatory Bodies in Marketing of Harmful Products
• Role of Promotional Tools in Building Customer Loyalty
• Importance of ‘Integrated Marketing Communication’
• Role of Advertising and Promotion in Customer Retention

Keywords

Altria Group Inc, Marlboro, Philip Morris Inc, Marlboro Country, Master Settlement Agreement, Point-of-sale advertising, Kraft General Foods International, SABMiller, Reader's Digest, Leo Burnett Company, US Surgeon General, RJ Reynolds, Brown & Williamson, US Federal Trade Commission, industry fixture, relationship marketing, promotional campaigns, Marlboro Cowboy Breakfast