Business Case Studies, Brands & Branding and Private Labels Case Study, Marlboro, Mass Marketing

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Brands & Branding and Private Labels Case Study

Case Title:

Marlboro: From Mass Marketing to New Age Promotions

Publication Year : 2006

Authors: Bharathi S. Gopal

Industry: Food, Diary and Agriculture Products


Case Code: BBP0045B

Teaching Note: Available

Structured Assignment: Available

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The case traces Marlboro’s promotional campaign, in the US., right from the time it was positioned as a cigarette for women to the present times (2005), when the brand is still going strong as a market leader with innovative marketing strategies. The case highlights the issue of change in promotional landscape due to restrictions on advertising. In November 2005, as Marlboro celebrated its 50th birthday with a host of new age promotions, concerns have been raised that Marlboro is becoming covert in its messages and more tougher restrictions have to be placed. The case tries to analyse whether Marlboro will continue to be successful as the market leader in the changing promotional landscape and in the event of tougher restrictions being placed on advertising

Pedagogical Objectives:

  • To understand and analyse the effects of subliminal advertising
  • To study Marlboro’s promotional strategy with respect to the changing advertising scenario in the US
  • To analyse whether Marlboro will continue to be the market leader in the US.

Keywords : Marlboro, Philip Morris, Altria, Tobacco, Cigarette, Brands & Branding Case Study, advertising, promotion, mass marketing, Events, Bars, Price promotions, Advertising ban, Burnett, cow boy, market-leader


  • Tobacco Industry
  • Philip Morris USA
  • Promoting Marlboro
    • From 1950s to 1980s

    • From 1990s to 2005
  • What Next?
  • Advertising History of Marlboro
  • Marlboro's Subliminal Messages

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