Role of Regulatory Bodies in Marketing of Harmful Products

The Marlboro Story

Role of Regulatory Bodies in Marketing of Harmful Products

The case discusses the marketing strategies of Philip Morris USA (Philip Morris), a leading tobacco company in the US, for its popular cigarette brand, Marlboro. It shows how the company used the image of a cowboy to successfully establish the brand Marlboro in the minds of consumers. The case also discusses the various marketing strategies adopted by Philip Morris before and after the implementation of the Master Settlement Agreement (MSA) which imposed severe restrictions on marketing of tobacco products in the US. It shows how the marketing strategies adopted by Philip Morris over the years have helped it in retaining Marlboro as a top selling brand since its re-launch in the early 1950s.

Issues:

  • Brand Personality

  • Role of Regulatory Bodies in Marketing of Harmful Products

  • Role of Promotional Tools in Building Customer Loyalty

  • Importance of ‘Integrated Marketing Communication’

  • Role of Advertising and Promotion in Customer Retention

  • Developing a Cult Brand

  • Change Management

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