Marketing Strategy That Gained Marlboro 5x Profit

These claims, which are expressed in titles such as “Marlboro’s strategy to recover from bankruptcy” or “Marlboro’s eclipse story” the background is actually with completely different details. full.

So, what was the origin of this story? How has Marlboro managed to survive from yesterday to today?

First, let’s address this claim in detail.

It is said that when the Marlboro firm was first established, things went pretty badly. The company is almost on the brink of bankruptcy, and a man promises to triple sales in a month. In return, he offers to become a partner in half of the company.

This person does not stay with this claim and states that if the targeted sales are not achieved, he will roll tobacco in the factory until the end of his life. Looking for a way out in a dead-end street, Marlboro’s executive staff said,We’ll sink in a week, what have we got to lose?He accepts this offer with the thought.

All he wants from the company is empty Marlboro boxes. Boxes, of which there are already thousands in the company, are delivered to this person.

Then the man who crushes the packages with his feet one by one, throws them all from the plane into the streets of America at midnight. People allegedly wake up in the morning and see empty Marlboro packages everywhere. “Since this cigarette is smoked so much, it has a wisdom” and flock to monopoly dealers.

company that month not 3 but about 5 times It makes a big profit by selling. This person, of course, is none other than Philip Morris, and then immediately becomes a half partner of the company.

Contrary to this misunderstood story, Philip Morris is not actually a genius who built Marlboro, but a founder of the company Philip Morris, the owner of the Marlboro brand.

The origin of the tobacco dealer and importer Philip Morris company He opened a store in London’s Bond Street in 1847. relies on. This tobacco shop was founded in 1885 as “Philip Morris & Company and Grunebaum, Ltd.”, and in 1887 as “Philip Morris & Co. Ltd.” He continues on his way with the company named.

When the dates show 1919, this company, which was established in the US state of Virginia under the name of Philip Morris Company Limited Incorporation, became the brand name. today’s crown logo starts using it.

In 1887, the cigarette named Marlborough was introduced, and in 1924, the unfiltered cigarette named Marlboro was introduced.

In this case, Morris, who is known to have died in 1873, creating a marketing method that will revive a brand that was put up for sale after his death It is not possible.

In addition, Marlboro, which was mostly preferred by women before 1954, a women-oriented marketing strategy was watching. Although this brand of cigarettes was of course also consumed by men, it was not as popular as Lucky Strike by the American Tobacco Company.

Behind Marlboro’s success is actually an advertising strategy developed by Loe Burnett rather than this claim.

With only 1% of the cigarette market in the USA, the Marlboro brand was restructured in 1955 until 1972. The country’s and the world’s top cigarette-selling company, with sales increasing 10 times becomes.

This successful performance of the brand in advertisements Incorporating the charismatic cowboy icon to create a tougher and more masculine perception provides. Again, a masculine cigarette brand is created with the promotional content designed in an advertising agency founded by Leo Burnett, with the effect of macho figures and wild nature.

Marlboro, which was a brand predominantly consumed by women before 1954, has changed its brand from being a cigarette consumed by women in this way. by encouraging men to this use to a large extent.increased its sales worldwide.