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The effect of advertising
Brand exploratory report
Short notes on branding
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Introduction
The brief required a complete brand analysis on a brand of our choice. A brand can be defined as a particular and unique construct that creates, communicates and sustains value for all its stakeholders through its product or services that are offered to a particular market share. We were required to critically discuss the brand identity, using Aaker’s brand identity system, and then there after continue to craft and discuss a positioning statement, followed by the brands portfolio and then to conduct a brand contact audit by applying the four Integrated Brand Contact planning steps.
In this essay I will be discussing Marlboro as a brand and the products that they offer to a certain market share that might satisfy a certain need or want, along with its brand identity, its positioning statement and whether Marlboro can be considered as a healthy brand, based on the Vega Healthy Brand Criteria. I will also be exploring the media’s role and how advertising affects consumer behavior, there by discussing how Phillip Morris made Marlboro the best selling cigarette in the world.
Marlboro as a Brand
According to the Oxford dictionary, a brand can be defined as a type of product manufactured by a particular company under a particular name, with a particular identity or image that is regarded as an asset.
Phillip Morris started the Marlboro cigarette brand in England in 1847, which was initially sold as a female cigarette, constructed and sold on the slogan "Mild As May”. Targeting this particular market segment was highly unsuccessful and the brand therefore had to be repositioned. Phillip Morris rebranded the campaign, targeting males, which resulted in Marlboro being the best selling cigarette in the world.
Phillip Mor...
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...ing plans. This market research falls into three basic categories: research into lifestyles and attitudes, research about brand image and equity, and research on the effectiveness of specific communications messages.
Phillip Morris stated "man sized taste of honest tobacco comes full through. Smooth-drawing filter feels right in your mouth. Works fine but doesn't get in the way. Modern flip top box keeps every cigarette firm until you smoke it."
What has been presented is an in-depth analysis that shows how Marlboro became the number one selling cigarette in the world by critically discussing Marlboro as a brand and the products that they offer to a certain market that might satisfy a certain need or want, along with its brand identity, its positioning statement and whether Marlboro can be considered as a healthy brand, based on the Vega Healthy Brand Criteria.
Many people may think that creating a success advertisement is easy. That you can simply throw compelling facts and bright colors at an audience and it will grab their attention compelling them to buy your product. However, this is not this case. The advertisement needs to reach the viewer on multiple levels. A vintage Camel cigarette advertisement from 1946 does just that. It is a great representation of the complexity of creating a successful campaign.
When Marvin Shanken, founder of M. Shanken Communications, launched Cigar Aficionado in 1992, people thought he had lost his mind. Cigarettes were the most popular form of smoking and tolerance for tobacco was at its lowest point ever. Since then, the single-interest niche publication about cigars has turned into a men’s luxury lifestyle magazine with almost 300,000 subscribers and a total audience of over 1.8 million readers per issue. The magazine is given much credit to sparking a great resurgence in cigar popularity throughout the 1990s. Its motto? “The Goodlife Magazine for Men.”
This is a review of the article The Marlboro Man: Cigarette Smoking and Masculinity in America, written by Michael E. Starr in 1984 for the Journal of Popular Culture. The article examines what factors were involved in diminishing the unmanly stigma associated with cigarette smoking in the twentieth century. The United States is the geographical focus. The time period ranges, but the bulk of the article deals with 1900 to 1970.
In 2003, Palmer Jackson, Inc. created a new line of sports beverage called Green Ox. This beverage has some differences from other similar beverages, as it contains the benefits of antioxidants and it can compete in more than one category, such as sports drinks, vegetable juices, and antioxidant supplements. These are not the only advantages of Green Ox, because some reputable reports argue there is a strong link between using the vitamins and minerals that Green Ox has to reduce the risk of some specific types of cancers, and Green Ox will launch on a type of market that is growing to 15% per year. In order to ensure the success for Green Ox, the company has contracted with Marketing Studies Incorporated (MSI) to study the market and do some important researches. However, Palmer Jackson, Inc. faced one of the challenges that has been common when companies prepare to launch new products on the market. First, the company needed to determine the target audience, especially as we know the large variety of people who deal with this kind of product. Second, the company needed to think thoroughly about how it could position Green Ox with its benefits on consumers’ minds, as Green Ox has the capacity to compete in three different
Constant innovationthis company's growth is driven by their constant innovation. Constant innovation is the key to their enterprises future. When they signed the tobacco settlement agreement in 1988 it fundamentally changed the way cigarettes are advertised, promoted, and sold in the US. This impacts every aspect of Philip Morris USA's marketing practices. While they are complying with this agreement they are also being responsible by marketing to adult smokers. They also have policies and practices in place to address all issues with their primary stakeholders along with their secondary stakeholders such as the general public, public health communities, parents, community leaders, decision makers, and the government (Altria, 2008).
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
Borio, Gene, “Tobacco Timeline: The Twentieth Century 1900-1949—The Rise of the Cigarette.” Chapter 6. 1993-2003.
Brand; - brand is known as uniqueness in term of what products or service the company provides. Brand is also set of insight or image that represents seller. Brand defines symbol, name, term or feature of company’s service or goods. Example of popular brand is apple, Amazon and Samsung.
A common claim is that electronic cigarettes are the preferred choice only among people who live in the United States. However, due to the countless number of e-cigarettes purchased throughout the world, that claim has been disproven. Given that the primary purpose of electronic cigarettes is to help people quit smoking, the inventors have designed the product so that it still tastes like smoke and the vapor still looks like smoke so that people can gradually adjust their bodies to quitting. These benefits are the same, no matter what country people are in, resulting in the popularity electronic cigarettes have gained over recent years. Another result are the social experiments being conducted to figure out just how much electronic cigarettes can help smokers to quit. For example, during a study in Spain, there was “...a sustained 50 percent reduction and smoking abstinence shown in... 55 percent, with an overall 88 percent fall in cigarettes consumed per day,” (Marlow). After considerable results from multiple studies, manufacturers learned about the advantages of conducting these experiments. They realized that a substantial amount of people are more likely convinced to buy electronic cigarettes when they see tangi...
Marlboro is currently one of biggest cigarette distributer in the world. Originally, Marlboro was targeted towards women with the slogan “Mild As May” Campaign until Philip Morris repositioned Marlboro at 1950, with the objective of attracting a wide target audience of American men to save their failing brand. The company began to advertise towards men because they wanted to increase customer while hoping to increase their profits. Therefore, in order to attract their targeted audience, Leo Burnett took the initiative to design the new brand image in which they use an American symbol, the cowboy. The Marlboro Man campaign was not successful merely because of the cigarettes that it advertised but instead, “Marlboro Man” represented the ways in which white males defined their status in American society. The “Marlboro Man” transformed from an advertising campaign to a representation of white American men.
The tobacco industry consists of many competitors trying to satisfy a specific customer need. Companies such as Philip Morris, RJ Reynolds, Brown and Williamson, and Lorillard hold almost the entire market share in the tobacco industry. While each company has different advertising and marketing techniques, they all target the same customer group. Tobacco companies try their best to generate interest in their particular brand or brands. Companies market a number of attributes that usually include, but are not limited to: taste, flavor, strength, size and image in order to distinguish themselves from competitors (Business Week 179, November 29, 1999). However, all tobacco companies are satisfying the same needs. Many long-time smokers are addicted to the nicotine in cigarettes. They smoke because the nicotine is needed to help them feel normal (Focus group). Many addicts go through withdraw without nicotine. All tobacco companies have nicotine in their cigarettes, which fulfills the need of long-time smokers. Other smokers depend on cigarettes in social settings. Many smoke to look sophisticated and mature. Tobacco companies make many kinds of cigarettes that target different groups. Social smokers may perceive certain brands as more sophisticated, and therefore they shy away from other lesser-known brands. For example, a person who smoked generic cigarettes at the bar may be perceived as uncultured. On the other hand, the smoker with the Marlboro Lights may be more socially accepted because they have a brand name product (Focus group). Many types of cigarettes cater to the many markets of smokers who want to portray a certain image in social settings. Tobacco companies do not create the need to smoke, but try to generate interest in their particular brand (Hays, New York Times, November 24, 1999). Overall, the tobacco companies satisfy consumer demand for the millions of adult Americans who choose to use tobacco by providing differentiated products to different target markets of smokers.
A brand audit is a detailed assessment of a brand’s current ranking in the market compared to other competitors. It provides information on how the business is performing in the market. A brand audit also aims at examining the image and reputation of the brand as perceived by customers. The two key elements of brand audit are brand inventory and brand exploratory. Brand inventory provides up to date itinerary of how a company markets and brands its products. On the other hand, a brand exploratory is an examination undertaken so as to comprehend what consumers feel about the brand. It seeks to conduct a consumer insight research in order to acquire consumers’ feelings and perceptions. This paper looks into the brand exploratory of Cadbury in terms of the customer-based brand equity (CBBE) model.
...ness operations to monitor and identify any business opportunities and threats in the market. For any business sustainability, it is crucial to sustain and maintain with the market strategies of the competitors (Contreras). Electronic cigarette has several competitors in the form of tobacco and other forms of cigarettes. The market is limited and achieving a sizeable market niche should be a driving force. This is only possible through an aggressive and up-to-date market research analysis.
Cigarette advertisements give the feeling that smokers are "bursting at the seams with joy" and that smoking is useful to you. Shockingly, nothing could be further from reality. The U.S. government has marked cigarettes as an unsafe medication that causes lung malignancy, coronary illness, and numerous different genuine sicknesses and conditions. Numerous individuals everywhere throughout the nation are discussing whether tobacco organizations ought to be permitted to publicize cigarettes or even to make cigarettes in today 's general public ("Analyzing Assorted Tobacco Advertisements").
There are many different definitions of brands out there and they all try to establish what exactly is a brand and how it can be used. According to the de chernatony , 1998 defining a brand in one word is very difficult and he used 12 phrases to broaden the definition of brand. Those themes include: