Marlboro is a cigarette variety well-known to almost any individual in the world. You could find every Man living in the Marlboro country and smoking cigarettes. This has become the symbol of maleness and turned out to be such a triumphant marketing move. The brand originated in 1924 and the name came because of the place the plant was located – Great Marlboro Street. They were first to introduce cigarettes with filters in the 1950-s after a number of studies concluded smoking cigarettes without filters could lead to severe health problems. Marlboro is a priceless global trade mark for Phillip Morris.
Marlboro is well thought-out to be a brand future for men, but in the starting it was presented to women with e slogan going “Mild as May”. The campaign was not very successful and the sales of cigarettes were down. The brand re-emerged aiming men making Marlboro one on the top cigarette brands in the US and internationally. It’s a battle field at the rear of a smokescreen, but when the smoke cleared the biggest gunslinger in the tobacco world Marlboro has just cantered into town. Philip Morris launched the world’s bestselling cigarette Marlboro.
Within a year, Marlboro’s market dividend rise from one to the four percent among best-selling brand. Marlboro products formerly marketed in the United States such as Ultra-Lights, Mild, Marlboro Lights, and Medium are prohibited by Philip Morris.
A company which wishes to penetrate Indian market has to face one of two hurdles; Philip Morris has evaded the requirements easily. These were primarily to get a clearance from the Foreign Investment Promotion Board which isn’t exactly bending over backwards to attract tobacco companies into India and secondly, if the foreign company happens to have a local partner (like BAT and ITC) it has to get a no-objection certificate (NOC) from the Indian company.
