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The Brand Element Model for Marlboro:

1. Customer Analysis: a. Age Group: The target customers for Marlboro are the people falling into the age group of 18-30 years. The young and adult smokers are the major customers for Marlboro. Thus, all the marketing efforts of Marlboro are directed towards these people as the major chunk of revenue comes from the youth and the adult population. b. Lifestyle and Needs: Marlboro caters to the people who love independence and want to explicit heroism. It is for the people who feel comfortable when they have the adequate amount of freedom they want in their life. Marlboro is for the people who make their own ways. c. Identification with Brand Heritage: Marlboro is almost a 100 year old brand and past branding initiatives of Marlboro have always carried a culture along with them. It is a brand that has a heritage attached to it and thus it targets the people who love to associate with the brand due to emotional benefit. 2. Brand as an Organisation: Marlboro is a brand which was first launched in England in 1847 and targeted female smokers. But, after its launch in America in 1920, most of its branding initiatives were targeted towards men and it is more often perceived as an American Brand. Since, it is a century old brand, it is now seen as a traditional cigarette brand and has developed trust in the minds of the customers. Marlboro is a brand which has always been innovative in its product development and has been introducing new products at regular intervals thus, offering new products to the customers from time to time. Also, it is a brand which is globally active and the branding initiatives have a very wide reach and are not just confined to a particular country or ethnicity. 3. Brand as a person: Marlboro is a brand which caters to that section of the society which is adventurous. In the branding activities, it has showcased adventure sports like Horse riding, rash driving, etc. so as to target the people who love adventure. It is for the people with free spirits and one who feels comfortable if they are given an atmosphere of independence.

Also, Quality is the major concern for all the cigarette smokers and Marlboro as a brand has always been synonyms to high quality. It is a brand which is known for providing the best quality products (cigarettes) in the world. 4. Brand as a symbol: The use of Marlboro Man and Marlboro country in the past branding initiatives has established the brand Marlboro as a symbol of ruggedness, individualism and masculinity. Marlboro brand is traditional and has very strong design elements established with the use of good packaging. Also, due the excellent branding initiatives implemented by Marlboro, the brand recall for the brand is very high. 5. Brand Levels:

Extended

Cosmopolitan Authentic Style

Core

Adventure America Confidence Genuine

Brand Essence

Independence Freedom

Brand Survey for Marlboro The survey was conducted in 3 stages: Stage 1: Finding the Brand Recall

The Brand Survey for the project was floated on the social media platform and the sample population consisted of youth falling in the age group of 22-28 years. Out of these 38 people, majority (71 %) was male population and it was a uniform mix of smokers and non- smokers. Now, to check whether the people are aware of Marlboro as a cigarette brand or not, an open ended question was asked to the audience wherein they mentioned the first cigarette brand that comes to their minds when they think of cigarettes.

Q. Which is the first brand that comes to your mind when you think of cigarettes?

Brand Recall
16 14 12 10 8 6 4 2 0

Classic

Gold flake

Marlboro

Wills

Benson & Hedges

Classic has the highest brand recall in the category and it has been very successful in occuping a space in the minds of the people. Marlboro is the brand with the second highest recall which is a plus for the brand and this knowledge can be used in creating successful and effective branding initiatives for the brand in near future.

Stage 2: Estimating the Brand Awareness

32 respondents participated in the second stage of our survey. The exciting outcome of this survey was that all the respondents were aware of Marlboro as a cigarette brand. Thus, lack of awareness is not a challenge for Marlboro and even the non-smokers are aware of the brand which means that there is almost a negligible probability of a smoker not being aware of Marlboro. Q. What comes to your mind when you hear of Marlboro?

Brand Imagery
16 14 12 10 8 6 4 2 0 Cigarette Celebrity Red Premium feel Marlboro Man

Marlboro has an imagery of a premium brand. Majority of the respondents associate Marlboro with a premium feel. The main reason for this is the use of good packaging, high profile branding initiatives and promotional events. Thus, Marlboro scores high on brand equity.

Stage 3: Effect of Gory Pictures present on the Cigarette Packets Q. How do you feel when you see the Gory pictures (Warning Sign) on the cigarette packs?

Series 1
14 12 10 8 6 4 2 0 Afraid pity on smokers Don't notice

Almost all the non-smokers feel why do the people smoke when they see the gory pictures on cigarette packs and some of them even consider the smokers as fools as they are risking their lives due the the habit of smoking. The people who addicted to smoking are scared when they see these gory pictures but still they are unable to quit the habit knowing the fact that smoking is bad for their health. Also, large section of the people dont even notice these pictures and are not bothered about the Warning signs present on the cigarette packs. These are the ones who are chain/frequent smokers and are the major customers for major cigarette brands like Marlboro.

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