Marlboro is undoubtedly the loudest name among many brands in the cigarette kingdom. Despite the surging tide of tobacco control in the world today, Marlboro still ranks ninth among the 65,438+000 global brands jointly published by new york Business Weekly and Interbrand in 2003, with a brand value of $2,265,438+0.8 billion. This paper attempts to analyze the marketing road of Marlboro brand from the perspective of communication and promotion, which is not comprehensive, hoping to see the whole leopard at a glance.
1. Mild as May
Philip Morris, the world's largest tobacco company headquartered in new york, USA, originated in Britain. From 65438 to 0847, Mr. Philip Morris founded a tobacco company in England, and his business was very prosperous. 1902, Mr Philip Morris's successor opened an agency in new york to sell a series of brands of cigarettes produced by the company, including Marlboro cigarettes. It is said that the brand name of Marlboro comes from the street name "Marlborough" where the company's London factory is located. 1908, Marlboro brand registered in the United States. 19 19, Philip Morris was formally established in the United States.
/kloc-American young people in the 1920s were called the "lost generation", because after the impact of World War I, many young people thought they were traumatized by the war, and they insisted that only the stimulation of jazz and cigarettes could dilute this trauma. Fashionable girls believe in carpe diem. They pay attention to clothes and makeup, which makes them feel a little drunk. The madness and decadence of social atmosphere have led to a sharp increase in the number of female smokers. In this context, in 1924, Philip Morris Company positioned Marlboro brand as women's cigarettes and promoted it to the public. In order to become a big winner of female cigarettes, Philip Morris has done a lot of work: first, echoing the female characteristics of female smokers, he defined the slogan as "gentle as May" and won the favor of female smokers for Marlboro; Secondly, because female smokers often complain that white cigarette holders are stained with their red lipstick, this is very indecent. Philip Morris then dyed the cigarette holder of Marlboro red, hoping that female smokers would be moved by this meticulous care, thus opening up sales; Thirdly, the Marlboro brand name is disassembled as "Men always remember ladies only because of romance", making Marlboro cigarettes become female smokers' confidantes.
However, contrary to expectations, Marlboro is still unknown from 1924 to 1950. Although the advertising positioning of women's cigarettes highlights Marlboro's brand personality and puts forward a preference for a certain type of consumers, it also sets obstacles for its future development and it is difficult to expand its consumption scope. Specifically, there are three reasons: First, women's interest in cigarettes is generally limited to pre-marriage, because pregnant women generally quit smoking and may quit smoking after giving birth. As a special commodity, cigarettes must form a stable consumer group. The more times they repeat consumption, the greater the sales revenue that the consumer groups bring to the manufacturers. Second, because women love beauty, they are often worried that excessive smoking will make their teeth yellow and their skin color will be affected. They smoke more sparingly than male smokers, so there are fewer "addicts". Thirdly, the slogan "Mild as May" is so meaty that most male smokers flinch from it.
Where there are men, there are Marlboros.
Brand image is consumers' perceptual cognition of brand, a reflection of brand status quo in consumers' minds and a reflection of brand assets. When brand image is not conducive to sales growth and has a negative impact on consumers' minds, it is imperative to change brand positioning and update brand image. Consistent brand positioning will bring cumulative effects to the brand, but if a brand positioning can not adapt to the times or the market, it is necessary to make corresponding adjustments.
The failure of Marlboro's female target market did not defeat the leader of Philip Morris Company. They regrouped and entrusted Leo Boehner advertising company to do communication planning for Marlboro. Leo Bona suggested that Philip Morris wash away the lead from Marlboro brand and give it a masculine image. Murphy used climbers, coachmen, divers and loggers in the choice of "Marlboro Man", but in the end he focused his ideal man image on the western cowboy with deep eyes, rough skin and audacity. The cowboy in the advertisement is charming: his sleeves are rolled up high, revealing his hairy arms and riding on his crotch with a smoking Marlboro cigarette between his fingers. 1954 After the western cowboy advertisement came out, it brought great wealth to Marlboro. From 65438 to 0955, Marlboro won the tenth largest cigarette brand in the United States. From 65438 to 0968, Marlboro's single brand market share jumped to the second place in the United States. 1975, Marlboro took the title of American cigarette sales. In the mid-1980s, Marlboro became the leading brand in the tobacco world, and this global dominance has continued to this day. Philip Morris invested tens of billions of dollars in advertising fees, and finally established the brand image of "Where there are men, there are Marlboros" in people's minds. The unrestrained and free cowboys in the west represent the indomitable manhood of the United States in its pioneering cause.
1987, a survey of 1546 Marlboro cigarette lovers by Forbes magazine showed that what really fascinated smokers was not the subtle product differences between Marlboro cigarettes and other brands, but the satisfaction and superiority brought by advertisers to Marlboro cigarettes.
Third, come on, join Marlboro country.
If the advertisement of Marlboro Man emphasizes the individual's "tenacity, roughness and autonomy", then the later advertisement of Marlboro Country focuses on the life situation of Marlboro Man. In the endless "Marlboro country" with green grass, cowboys are free but not lonely. They walk freely, share sweet food, blazing bonfires, mellow cigarettes and deep friendship ... Marlboro country is an idyllic and charming world. Every advertisement of "Marlboro Country" will send a kind invitation to consumers: "Come on, join Marlboro Country!"
In the 20th century, the United States experienced great changes in industrialization and urbanization. People's workplaces have moved from Yuan Ye to factories, and their living environment has changed from rural areas to cities. With the change of working place and living environment, people lost their freedom and autonomy in the farming and animal husbandry era. What the idyllic Marlboro Country wants to appease and fill is precisely this helpless social mentality after losing freedom and autonomy. Light a cigarette, go to Marlboro country and liberate the bound soul and body!
Fourth, the combination of integration and localization.
There are two kinds of international marketing communication strategies for tobacco enterprises: integration and localization. Due to the universality and global convergence of human nature, tobacco companies use unified advertising forms to spread their products around the world. Except for the different advertising languages in different countries, the theme, creativity, content, expression and media strategy of advertisements are all the same, which is an integrated strategy. Too much emphasis on integration, advertising information is difficult to be understood and accepted by consumers in various regions, and even resisted. R. J. Reynolds, the second largest tobacco company in the United States, suffered a setback when advertising camel cigarettes in Thailand. "I would like to walk a mile for a camel", the famous advertisement of Camel brand cigarette, resounded all over the world. Its subtext is that smokers would rather go to the soles of their shoes to buy camel cigarettes. On TV, smokers sit cross-legged in front of a temple in Thailand, and their worn soles stand out. After the advertisement was broadcast in Thailand, the whole country was indignant and reprimanded. It turns out that Buddhism is prevalent in Thailand, and temples are the supreme holy places. It's a big violation to cross your legs and show your feet in front of your temples. The theoretical basis of localization strategy is that different countries have their own unique cultures, and consumers cannot fully understand and accept foreign cultures. However, too much emphasis on localization will lead to the dispersion and loss of advertising resources, which is not conducive to the establishment of a unified brand image. Therefore, it is necessary for tobacco enterprises to use both integration strategy and localization strategy in international marketing communication activities. The combination of integration and localization can foster strengths and avoid weaknesses, complement each other's advantages and give full play to their respective advantages.
Marlboro's global marketing success mainly benefits from the brand communication strategy combining integration and localization. In the 1970s, when Marlboro advertisement was broadcast in Hong Kong, Hong Kong people appreciated its pictures and music, but they didn't like the cowboy who rode a nomadic horse all day. In the eyes of Hong Kong people, cowboys are low-skilled workers, which is emotionally incompatible. In view of this situation, Marlboro quickly adjusted its communication strategy. As a result, what appeared on Hong Kong TV was no longer a cowboy tattooed in the western United States, but a successful, young and free rancher. In addition, Marlboro also put forward in the advertisement that "I hope to give you a colorful and dynamic world", and used the pictures of hills, Woods, beaches, beaches, horseback riding and whipping, with beautiful music, to show that people created their own "Marlboro World" and perfect inner world. The revised Marlboro advertisement not only did not break away from the unified personality and connotation of Marlboro brand, but also completely captured the hearts of Hong Kong consumers. 1At the end of 993, Marlboro broadcasted a New Year advertisement in China, replacing the inspiring "Dangkou Zhi" with the passionate and melodious sound of gongs and drums, and replacing the western cowboy who traveled across mountains and rivers with the China people who beat gongs and drums with joy, the endless yellow land, the brave and the deafening sound of gongs and drums, which not only showed the distinctive characteristics of the Chinese nation, but also made the people feel more cordial. The pioneering and unrestrained Marlboro spirit entered the hearts of consumers in China with the sound of gongs and drums.
Verb (abbreviation for verb) sponsors activities.
In order to continuously consolidate and improve the status of Marlboro brand in the eyes of consumers, Philip Morris company often uses sponsorship as a communication strategy. Sponsorship is actually an advertising act. The principle of advertising tells us that sponsorship is a means to enhance corporate image and spread product brands. On the surface, sponsorship means that enterprises give money. In fact, it means that enterprises link themselves with the interests and needs of the whole society through sponsorship, and draw closer the relationship between enterprises and society, thus expanding the influence of enterprises themselves and the popularity of product brands, and then promoting the sales of enterprises' products.
To sum up, Marlboro sponsorship activities can be roughly divided into three types: one is sports sponsorship. Sports events are always inseparable from the omni-directional and multi-angle follow-up reports of many media, and some media even broadcast the events live. After the general competition, the highlights of the competition will be made into an album and played repeatedly on TV stations. This kind of frequent and lasting event communication can successfully implant the sponsor's information into the target consumers' hearts, thus improving the brand awareness of products. Marlboro has been actively sponsoring all kinds of international sports events, especially the F 1 car race, which is one of the most influential and important sponsorship activities of Marlboro. In the eyes of the public, F 1 racing is considered to be a free and vigorous sport. The driver image of F 1 conforms to the "manly image" required by Marlboro brand, and the spirit of F 1 racing car is the spirit of Marlboro cowboy. Marlboro's sponsorship of F 1 car race is a model of the perfect combination of sponsorship activities and brand image. Since 1972, Marlboro has sponsored F 1 racing cars for more than 30 years. During this period, the team sponsored by them won 127 and won 8 drivers' world championships. Second, entertainment sponsorship. In this regard, Marlboro is also "when it is time to shoot", because by sponsoring entertainment activities, it not only won the appreciation of the public, but also integrated the Marlboro brand into the event and publicized the product brand without showing the dew. For example, Marlboro sponsored $5 million for the Metropolitan Globe Opera Messenger to tour Thailand and other parts of Southeast Asia. In bars and nightclubs, Marlboro often sponsors concerts in addition to normal promotional activities. 1999, Philip Morris sponsored 1 17 concerts in America. Tickets for these concerts are all a certain number of Marlboro Miles (Marlboro Miles bought 1 box of Marlboro cigarettes and got 5 miles), such as the performance of "Afghan wig". In addition, "Marlboro Mile Voucher" can also be exchanged for various commodities, such as CD players, belts, clothing and so on. Third, public welfare sponsorship. For this kind of sponsorship, Marlboro's decision-makers think: "We are a member of society. In addition to producing products, providing employment opportunities, paying taxes to the government and creating profits for shareholders, we also need to undertake corresponding social obligations and make more contributions to social welfare undertakings. " Not to mention what Marlboro has done in public welfare sponsorship, these words alone are enough to add a halo to Marlboro's image and let the public pay more emotion for Marlboro brand.
Sixth, give away book covers.
In order to let young people who may become smokers when they grow up know and remember cigarette brands including Marlboro, Philip Morris creatively printed tens of millions of beautiful book covers and gave them to many primary and secondary schools in the United States for free. This kind of book cover shows the heroic attitude of skiers in the form of cartoons, with bright colors, which is very attractive to primary and secondary school students. If you look at the cover of this book carefully, you will find that the snowboard is like a lighted match, the clouds behind the athletes are like plumes of smoke, and the peaks at the bottom of the snow slope are like piled tobacco. The creativity is so ingenious that people simply don't feel that they are advertising cigarettes. In addition, the suggestive words such as "Please think twice" and "Don't smoke" in the notes not only make tobacco control people unable to grasp the handle, but also really give Philip Morris cigarette brands including Marlboro. In addition, linking cigarettes with skiing also enhances the healthy image of Marlboro brand.
Seven, adventure activities
35% of Utah is desert and dry land. Philip Morris holds desert exploration activities here every year to attract young smokers to love Marlboro brand. The company sent a Marlboro expedition, most of whose members were between 18 and 25 years old. These members are selected from the young people who submitted their annual expedition applications, all from countries with high smoking rates. Adventure is an important tool for overseas promotion of Marlboro brand. Philip Morris enjoys it for two reasons: first, journalists' reports on adventure will further expand the global popularity of Marlboro brand; Secondly, Philip Morris hopes to show consumers the close relationship between Marlboro brand and nature through field activities, so as to enhance the reputation of Marlboro brand.
Eight, video games
Tobacco companies have gradually lost their traditional propaganda positions such as newspapers, radio and television, but they have not been discouraged. In order to survive under the condition of advertising restrictions, they have been exploring more novel marketing communication channels. With the popularity of computers and the Internet, electronic games have become a dialogue device for target consumers aged 15 to 25. Philip Morris promoted Marlboro brand through the new media of video games. The reason why this new media is worthy of attention is that video games can deepen players' impression of products and gain brand awareness in entertainment. For example, in the early stage of game development, Marlboro cigarettes were virtually put into the game, making Marlboro cigarettes a consumer product of online body body double of gamers, and making Marlboro cigarettes accompany players all the time. Or, in the racing game, let players form a Marlboro team, and then the network body double will drive it to compete with other teams. So, after several game rounds, which player still can't remember the name Marlboro?
Nine, direct sales
Under the dual pressure of tobacco control and competition, the traditional mass marketing method can no longer serve the sales and marketing strategies of tobacco enterprises well, and tobacco enterprises begin to turn their attention to direct sales with lean effect. Direct marketing, also known as database marketing, one-to-one marketing, relationship marketing and loyalty marketing, aims to better sell their products and enhance their market share in the new market environment. To do a good job in direct marketing, the key is to grasp three links: first, to obtain customer consumption information; Second, develop and manage the customer database; Third, one-on-one communication with customers.
From 65438 to 0976, Philip Morris Company formally adopted the direct selling strategy. At first, they achieved great success in promoting Merit and other brands of cigarettes, and initially established a consumer database. Later, in order to promote a new variety of Marlboro cigarettes, Philip Morris sent a questionnaire to consumers with the same variety of competing brands, which contained five packs of samples of new Marlboro cigarettes and a discount coupon for buying new Marlboro cigarettes. In order to encourage potential consumers to send back the designed questionnaire, Philip Morris Company not only presented cigarette samples and coupons as rewards, but also held a lucky draw, and the lucky winner could get a brand-name sports car. As a result, they received a large number of replies. After mastering these detailed consumer information, Philip Morris used direct marketing to communicate directly with consumers in two-way communication activities, launched a fierce offensive, and won a large number of consumers with competitive brands. Soon, this new variety of Marlboro cigarettes swept the national tobacco market.
Philip Morris Company uses direct marketing to find out potential consumers and further contact with them, and does not hesitate to spend a lot of money on them to promote the marketing concept of the budget, which shows the powerful power of database-oriented advertising. Customer consumption data collected in direct selling is a cornucopia of Philip Morris Company, which has the following functions: firstly, it can help the company win new customers. Second, it can help companies improve old products and develop new products. Third, it can help companies to launch appropriate promotional activities according to market demand. Fourth, it can help enterprises find loyal consumers.
Ten, Marlboro clothing
When direct cigarette advertising is banned, tobacco companies often spread tobacco brands indirectly through brand extension. Philip Morris extended the Marlboro brand to the clothing industry, and Marlboro clothing was endowed with the brand image of "rough, masculine, bold and free" in design. According to a poll, 50% people think Marlboro is advertising Marlboro cigarettes after watching the advertisements for Marlboro clothes. Marlboro clothing is now the second largest mail order brand in the United States, with more than 1000 stores in Europe and Asia. Zhang Yimou, a famous director, is the image ambassador of Marlboro clothing in China.
XI。 Retailer leadership program
The climax of tobacco control movement has led to great changes in the marketing model of American tobacco industry. The traditional "pull" marketing based on media advertising is gradually replaced by "push" marketing based on retail terminal promotion. Since 1985, the promotion cost of retail terminals has gradually become the largest expenditure of American tobacco companies. 1998 master settlement agreement further restricts the marketing communication activities of tobacco brands and further intensifies the competition of tobacco companies for retail terminals. In this harsh marketing environment, Philip Morris launched the "Retailer Leader Program" in 1998, and achieved initial victory in the battle for retail terminals, which made other tobacco companies gnash their teeth, so that Renault joined forces with two other tobacco companies to sue Philip Morris for monopolizing the market in 1999.
Philip Morris promised to maximize the benefits of retailers participating in the "Retailer Leadership Program", including: First, retailers can get up to 90 cents for each Philip Morris product they sell. Second, this plan includes three levels of cooperation. At the peak, retailers can receive about $65,438+0,000 from Philip Morris every month according to the specific sales situation. In order to get these returns, retailers must do the following: first, most of the space on cigarette shelves is used to place Filipino products; Second, display the products of the Philippines in the most eye-catching position on the cigarette rack; Third, it is not allowed to sell cigarettes of other companies at reduced prices during the promotion period of Feimo products, so as to limit the promotion and advertising behavior of other tobacco companies at this retail point. There are 400,000 cigarette retail stores in the United States, of which 75,000 have participated in the highest-level Philip Morris Retailer Leadership Program. The data shows that 70% of the retail terminals participating in Philip Morris' highest-level "Retailer Leadership Program" are from Philip Morris brands including Marlboro. In addition, the cashier area of the retail terminal is a battleground for all tobacco companies, and it is also the place with the densest tobacco advertising information. Philip Morris presented the cashier with Marlboro logo to the retailer. The "Retailer Leadership Program" helped Philip Morris successfully avoid effective competition from other competitors, and kept the sales of Marlboro brand high. In 2002, Marlboro's cigarette market share in the United States was 39%, far ahead of other brands.
Twelve. Western movies
Promoting product brands through movies is one of the communication strategies of many tobacco companies. Statistics show that in the 1990s, about one-third of Hollywood movies "intentionally" appeared famous cigarette trademarks including Marlboro. However, the relationship between Marlboro and Hollywood movies goes far beyond letting famous actors smoke in the focus plane. Hollywood westerns have created a righteous, brave and free cowboy image in the eyes of global audiences. Marlboro chose cowboy as its image endorsement, which undoubtedly touched the light of western films. Philip Morris associates Marlboro brand with the image of cowboy in the west, so that the first reaction of consumers when they see cowboy in the west is Marlboro cigarettes. Cowboy movies in the west, whether new films are released or many classic films are replayed, unconsciously make free advertisements for Marlboro.
Thirteen. the American dream
As the most powerful country in the world, the United States has provided an ideal and a value for people all over the world. In other countries outside the United States, especially in developing countries, many people have an American dream. Love America is nothing more than their yearning for democracy, freedom and prosperity. Not everyone has the opportunity to study, work and live in the United States, so most people can only realize their American dream by imitating some American lifestyles. These people drink Coca-Cola, eat McDonald's, smoke Marlboros and watch Hollywood blockbusters. In addition to the infinite charm of these products, more importantly, they are inextricably linked with the United States. As an engineer who was born and raised in Europe and now works in new york said, "If a person wants to become more European, he must buy a Mercedes-Benz or BMW; But when a person wants to be Americanized, all he has to do is smoke Marlboros and wear jeans. " The magic of Marlboro is that it can make you smoke cigarettes and feel part of the American dream. Moreover, Philip Morris's strategy is to expand this taste infinitely in brand communication: first, emphasize that Marlboro comes from the hometown of cowboys and is the best-selling brand in the United States; Second, smoking Marlboro is a typical American lifestyle; Third, the essence of Americanism lies in individuality and freedom, and consumers are encouraged to join the unrestrained Marlboro country.
Concluding remarks
There is no denying that Marlboro has become a part of American culture. From the little-known cigarette brand to the global American culture, every marketing action of Marlboro brand in communication and promotion is worth learning and learning from domestic tobacco enterprises that are implementing the big brand strategy.
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