Some stories about Marlboro

Marlboro cigarettes 1854 started as a small shop, 1908 was registered as a Marlboro brand in the United States, and 19 19 established Philip Morris Company, which declared bankruptcy in the 1940s.

In the early days of Marlboro's business, Marlboro was positioned as female cigarettes, and the vast majority of consumers were women.

Its advertising slogan is: as mild as the weather in May.

However, contrary to expectations, although the number of smokers in the United States is increasing every year, the sales of Marlboro cigarettes are always flat.

Ladies complain that the white cigarette holder will get their bright red lipstick, which is very unsightly.

So Morris changed the cigarette holder to red.

But none of this can save the fate of Marlboro cigarettes.

Morris Company finally stopped producing Marlboro cigarettes in the early 1940s.

After World War II, the number of smokers in the United States continued to increase. Marlboro brought the latest filter cigarettes back to the women's cigarette market, and launched three series: paperback cigarettes, white and red filter cigarettes and cigarettes advertised as "matching your lips and fingertips".

At that time, the annual consumption of cigarettes in the United States reached 382 billion cigarettes, with an average consumption of 2,262 cigarettes per consumer. However, the sales of Marlboro are still very poor, few smokers smoke Marlboro, and even people who know the brand are extremely limited.

In 1954, Morris Company found Leo Bona, a very famous marketing planner at that time, and gave him such a topic: How to make more women buy and consume Marlboro cigarettes?

As the undertaker of a planning project, Leo Bona is faced with such a resource situation: old Marlboro cigarette products, packaging and so on. At the same time, we are also faced with the task of making more women familiar with and love Marlboro cigarettes.

Leo Boehner must find a way to accomplish such a task with such resources. How to solve this problem?

Leo Boehner was not limited by tasks and resources, but dialectically thought about the theme given by Morris Company.

Boldly transforming Marlboro After in-depth analysis and careful consideration of the cigarette market, Leo Bona completely broke through the tasks and resources limited by Morris Company, and carried out a brand-new "transsexual operation" on Marlboro, boldly proposing to Morris Company: changing Marlboro cigarettes into men's cigarettes, changing light cigarettes into heavy-flavored cigarettes, increasing the flavor content, and boldly transforming the image of Marlboro: the packaging adopted the first flat-opened box cover technology at that time, and used red as the main color of the outer box.

The main change in advertising is that women are no longer the main target of Marlboro cigarette advertising, and the masculinity of Marlboro cigarettes is repeatedly emphasized in advertising, with the cowboy in the western United States emitting rough, heroic and heroic spirit as the brand image, attracting all consumers who love, appreciate and pursue this masculinity.

This is by far the most successful and greatest marketing plan. Due to Leo Boehner's bold plan to break through resources and tasks, the fate of Morris Company was completely changed. In the second year (1955) after Marlboro's brand, marketing and advertising strategy changed according to Leo Bona's planning idea, the sales volume of Marlboro cigarettes jumped to 10 among American cigarette brands, and then soared all the way. Now Marlboro has become the second largest brand in the world after Coca-Cola, and its brand value is as high as $50 billion.

story

1908 in the morning, a middle-aged gentleman walked in a hurry, holding the business license he had just applied for. After a series of difficult steps, Philip.

Morris company finally opened, how can this smug entrepreneur not be excited?

Morris tried his best to give a good name to the company's cigarette products. Finally, he thought of marlborough's name, which is the location of the company's London factory. This long English word has some characteristics, especially the first eight letters, which makes people feel like a king.

That's it! Marlboro!

At first Marlboro tried to please female smokers. At that time, young women in the United States pursued carpe diem, and many people were addicted to champagne and jazz, living a life of drunkenness all day.

The smell of cigarettes makes people forget the psychological trauma caused by the First World War and immerse themselves in an atmosphere of joy and forgetting their troubles.

"As mild as the weather in May" is Marlboro's proud advertising slogan in this period.

However, with the passage of time, Marlboro, as a tobacco brand with a long history and high quality, has not produced a strong appeal among smokers as expected.

Is there a problem with brand positioning? Or something else?

If the strategic direction is wrong, then no amount of efforts will be in vain.

Morris thought hard, and finally, he found that a "gentle" brand image that only focused on real needs was not enough to impress people. To make Marlboro the favorite of smokers, a strong image of being bold and wild is indispensable!

Modern people living in reinforced concrete yearn for the vast blue sky, endless grasslands, galloping horses and vigorous riders. ...

Then let Marlboro also plug in its wings, run freely, climb mountains and mountains, bypass every corner of the world, and enter the hearts of everyone who longs for freedom and freedom.