The Marlboro Story

This meant that Philip Morris could not freely advertise for its products as before. In spite of these restrictions, Marlboro continued to be a leading brand in the US market. After the implementation of the Master Settlement Agreement, Philip Morris concentrated more on point-of-sale advertising and direct mail advertising. The company changed its focus to establishing long-term relations and building customer loyalty. To achieve this, Philip Morris introduced a customer loyalty program called the 'Marlboro miles'program. This program helped the company keep track of its loyal consumers. Promotional strategies such as sweepstakes, contests, etc. were used by the company to strengthen Marlboro's image.

Altria's journey began in 1847 when Philip Morris (Morris), a British tobacconist, set up a shop in London's Bond Street and began selling imported cigars. By 1854, he began making and selling cigarettes. When Morris passed away in 1873, the business was taken over by his wife, Margaret Morris (Margaret) and his brother Leopold Morris (Leopold). In 1880, Leopold acquired full ownership of Morris'tobacco business by purchasing Margaret's share in the business. It became a public company in 1881. In 1885, Leopold entered into a brief partnership with Joseph Grunebaum to form Philip Morris & Company and Grunebaum.