Marlboro Marketing Mix Essay

The standard product marketing mix includes:Product,Placement,Price,Promotion.The right balance of all four parts ensures that the marketing plan for any product will be productive and enduring.

Philip Morris USA’s marketing mix for their Marlboro brand tobacco products is an excellent example of how a perfectly implemented marketing mix can effectively create demand for a product, and help it to endure the test of changing social influences.

PRODUCT

Marlboro brand cigarettes were developed by Philip Morris USA in 1902. By 1983, the company had grown to become the largest tobacco company in the country.

Marlboro brand is available at most convenience stores, and requires relatively little effort to obtain.Marlboro product items are considered

The proposed campaign was to present a lineup of manly figures: sea captains, weightlifters, war correspondents, construction workers, etc. The cowboy was to have been the first in this series.Within a year, Marlboro’s market share rose from less than one percent to the fourth best-selling brand. This convinced Philip Morris to drop the lineup of manly figures and stick with the

This day is considered to be significant in the business world because it shook the stock market in a matter of hours. By the end of the day Philip Morris had lost $12 billion .Prior to this the Marlboro Man was considered invincible and demanded a premium price for his brand.Due to increased competition Marlboro announced a heavy price cut to compete on price.This made people the question the credibility of big brands like Coca-Cola, Disney and P&G etc.and even their stocks