Partie swot marlboro
518 mots
3 pages
The ratio of Chinese smokers is very big Place:
Marlboro brand sells its products in tobacco shop and airports where Marlboro has opened duty free shop. However, in China Marlboro can’t rise its selling’s with vending machines, because of the current laws about automatic distribution.
Promotion:
In order to improve selling, Marlboro proceeds to an important campaign of advertising. But what is very interesting in how Marlboro has to conceive marketing is that the direct ads are very strictly regulated. And so Marlboro has to use complex strategy, like indirect marketing. For instance, Marlboro finances formula one teams, which had to wear the colors and the name of the brand in return. ,For several years, Marlboro was the driving force of teams such as Ferrari , and a such advertisement allows Marlboro to expand the audience reached. Marlboro has also stand on sport events so as to do new adepts.
And since all the people don’t watch Formula one, Marlboro uses clothes in order to make the brand famous by showing its logo while avoiding the very strict laws about advertisement.
Besides, several films, we see famous people who are smoking Marlboro cigarettes; it’s a prominent advertising because some people identify themselves with famous people and begin smoking. For instance, Lucky Strike had a huge success after Uma Thurman has been on the movie poster of Pulp Fiction, lying on a bed with a Lucking Strike cigarette.
The only direct ads allowed for Marlboro is logo on billboards, in front of tobacco shop. Such ads are one of the most useful because it makes people want to buy Marlboro cigarettes instead of other cigarettes at the time that matters ( the time where customers buy cigarettes).
Opportunities:
Marlboro factory tries to grow its impact in new markets in developing countries, for instance forming strategic alliances with local corporations. Then, the brand is using in different sectors such as in the fashion field or sport driving: it’s a