![]() Marlboro became one of the world's most valuable brands the old-fashioned way - traditional mass marketing. ![]() That surge has driven a broader gain for Philip Morris overall, which also makes other brands, and added significantly to the company's profits, possibly more than $US200 million a year. The brand, which commands an average $US3.28 ($4.37) per pack, now has a market share of more than 40 per cent, up more than 2.5 percentage points in as many years. Despite sharp advertising restrictions agreed to by cigarette marketers in 1998 and a dramatic rise in state excise taxes since 2002, Marlboro is galloping ahead of the competition. Long the US market leader, Marlboro has hit record highs this year. There may be a cloud of condemnation hanging over cigarettes, but the companies still have plenty to celebrate. ![]() The smokes as we know them turned 50 this year, and to wrap up a year of promotions and parties, Philip Morris USA and parent company Altria Group have pulled out all the stops. What's all the fuss about? Marlboro cigarettes. And in Miami, they'll be dancing to Marc Anthony. In Chicago, they'll hear pop from John Mellencamp. In New York, audiences will listen to rocker Lenny Kravitz. On November 5, carefully selected invitation-only crowds of a few hundred people each will gather in 49 cities around the United States for a glitzy, star-studded birthday bash. Marlboro is still smokin' at 50, thanks to buzz marketing. There may be a cloud of condemnation hanging over cigarette makers, but Marlboro has plenty to celebrate, writes Nanette Byrnes in New York.
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