Marlboro was first born in which country?

Marlboro is undoubtedly the loudest name among many brands in the cigarette kingdom. Despite the surging tide of tobacco control in the world today, Marlboro still ranks ninth among the 65,438+000 global brands jointly published by new york Business Weekly and Interbrand in 2003, with a brand value of $2,265,438+0.8 billion. This paper attempts to analyze the marketing road of Marlboro brand from the perspective of communication and promotion, which is not comprehensive, hoping to see the whole leopard at a glance. 1. Mild as Philip, the world's largest tobacco company headquartered in new york, USA in May? 6? 1 Morris Company (hereinafter referred to as Philip Morris) originated in Britain. 1847, Philip? 6? Mr. Morris started a tobacco company in England, and his business is very prosperous. 1902, Philip? 6? 1 Mr Morris's successor opened an agency in new york to sell a series of brands of cigarettes produced by the company, including Marlboro cigarettes. It is said that the brand name of Marlboro comes from the street name "Marlborough" where the company's London factory is located. 1908, Marlboro brand registered in the United States. 19 19, Philip Morris was formally established in the United States. /kloc-American young people in the 1920s were called the "lost generation", because after the impact of World War I, many young people thought they were traumatized by the war, and they insisted that only the stimulation of jazz and cigarettes could dilute this trauma. Fashionable girls believe in carpe diem. They pay attention to clothes and makeup, which makes them feel a little drunk. The madness and decadence of social atmosphere have led to a sharp increase in the number of female smokers. In this context, in 1924, Philip Morris Company positioned Marlboro brand as women's cigarettes and promoted it to the public. In order to become a big winner of female cigarettes, Philip Morris has done a lot of work: first, echoing the female characteristics of female smokers, he defined the slogan as "gentle as May" and won the favor of female smokers for Marlboro; Secondly, because female smokers often complain that white cigarette holders are stained with their red lipstick, this is very indecent. Philip Morris then dyed the cigarette holder of Marlboro red, hoping that female smokers would be moved by this meticulous care, thus opening up sales; Thirdly, the Marlboro brand name is disassembled as "Men always remember ladies only because of romance", making Marlboro cigarettes become female smokers' confidantes. However, contrary to expectations, Marlboro is still unknown from 1924 to 1950. Although the advertising positioning of women's cigarettes highlights Marlboro's brand personality and puts forward a preference for a certain type of consumers, it also sets obstacles for its future development and it is difficult to expand its consumption scope. Specifically, there are three reasons: First, women's interest in cigarettes is generally limited to pre-marriage, because pregnant women generally quit smoking and may quit smoking after giving birth. As a special commodity, cigarettes must form a stable consumer group. The more times they repeat consumption, the greater the sales revenue that the consumer groups bring to the manufacturers. Second, because women love beauty, they are often worried that excessive smoking will make their teeth yellow and their skin color will be affected. They smoke more sparingly than male smokers, so there are fewer "addicts". Thirdly, the slogan "Mild as May" is so meaty that most male smokers flinch from it. Second, where there are men, there is Marlboro brand image, which is consumers' perceptual cognition of the brand, a reflection of the brand status quo in consumers' minds and a reflection of brand assets. When brand image is not conducive to sales growth and has a negative impact on consumers' minds, it is imperative to change brand positioning and update brand image. Consistent brand positioning will bring cumulative effects to the brand, but if a brand positioning can not adapt to the times or the market, it is necessary to make corresponding adjustments. Marlboro didn't aim at the women's market, nor did it defeat Philip Morris's leadership. They rallied and entrusted Leo? 6? 1 Leo Boehner Advertising Company makes communication planning for Marlboro. Leo? 6? 1 Bona suggested that Philip Morris wash the lead of Marlboro brand and give it a manly image. Murphy used climbers, coachmen, divers and lumberjacks in the choice of "Marlboro Man", but in the end he focused his ideal man image on the western cowboy with deep eyes, rough skin and audacity. The cowboy in the advertisement is charming: his sleeves are rolled up high, revealing his hairy arms and riding on his crotch with a smoking Marlboro cigarette between his fingers. 1954 After the western cowboy advertisement came out, it brought great wealth to Marlboro. From 65438 to 0955, Marlboro won the tenth largest cigarette brand in the United States. From 65438 to 0968, Marlboro's single brand market share jumped to the second place in the United States. 1975, Marlboro took the title of American cigarette sales. In the mid-1980s, Marlboro became the leading brand in the tobacco world, and this global dominance has continued to this day. Philip Morris invested tens of billions of dollars in advertising fees, and finally established the brand image of "Where there are men, there are Marlboros" in people's minds. The unrestrained and free cowboys in the west represent the indomitable manhood of the United States in its pioneering cause.