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The marketing strategy of Marlboro, a leader in the tobacco industry, focuses on robust advertising campaigns and iconic branding. This article explores Marlboro’s advertising, target market, and overall marketing strategy, highlighting its innovative campaigns and strong market presence.
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Aditya Shastri
Lead Trainer & Business Development Head at IIDE
Updated on: Aug 22, 2024
Marlboro's marketing strategy focuses on strong branding, iconic advertising, and adapting to digital platforms while navigating regulatory constraints.
Marlboro's target market includes adult smokers who seek premium products and associate with the brand's rugged and masculine image.
The marketing strategy of Marlboro uses social media for indirect marketing, brand storytelling, and engaging with users through controlled platforms.
As a result of Marlboro’s marketing strategy, the company recently introduced a range of flavoured tobacco products catering to premium quality and unique taste profiles.
Camel, Newport, Lucky Strike, Winston, and Pall Mall are Marlboro's main competitors. This competition highly impacts the marketing strategy of Marlboro.
As a part of Malboro’s marketing campaign, the ‘Marlboro Man’ campaign emphasised rugged individualism and freedom, creating a strong brand identity and significant market share growth.
Marlboro's ecommerce strategy involves a robust website for consumer engagement, product information, and brand storytelling.
Malboro’s marketing campaign that failed attempted to modernise the Marlboro Man with digital elements, losing the brand's essence and facing backlash for inauthenticity.
The Marlboro mobile app provides personalised content, product information, and exclusive offers, enhancing customer engagement.
As a part of Marlboro’s marketing campaign, the brand collaborates with lifestyle and adventure influencers to subtly promote brand values and products, navigating advertising restrictions.
Aditya Shastri
Lead Trainer & Business Development Head at IIDE
Aditya Shastri leads the Business Development segment at IIDE and is a seasoned Content Marketing expert. With over a decade of experience, Aditya has trained more than 20,000 students and professionals in digital marketing, collaborating with prestigious institutions and corporations such as Jet Airways, Godrej Professionals, Pfizer, Mahindra Group, Publicis Worldwide, and many others. His ability to simplify complex marketing concepts, combined with his engaging teaching style, has earned him widespread admiration from students and professionals alike.
Aditya has spearheaded IIDE’s B2B growth, forging partnerships with over 40 higher education institutions across India to upskill students in digital marketing and business skills. As a visiting faculty member at top institutions like IIT Bhilai, Mithibai College, Amity University, and SRCC, he continues to influence the next generation of marketers.
Apart from his marketing expertise, Aditya is also a spiritual speaker, often traveling internationally to share insights on spirituality. His unique blend of digital marketing proficiency and spiritual wisdom makes him a highly respected figure in both fields.