Marlboro Promotions Image
YAM Smokers of Marlboro Red
(Excerpts from Marlboro Marketing Mix Monitor Qualitative, 1995)
Marlboro Promotions ???‚¬?ˆ? Brand Perceptions
How does Marlboro Promotions translate to perceptions of Marlboro ???‚¬?ˆ? the Brand?
Promotions do not seem to convey or inspire product-related thoughts
???‚¬?? Low ratings on smooth, good tasting and strong flavor
However, Promotions effectively convey that Marlboro is "contemporary"; infuses the brand with fun/excitement
???‚¬?? Contemporary spin seems due, in part, to ability to tap into young adults personal interests ???‚¬?ˆ? outdoor activities
???‚¬?ˆ? As well as newness of three year old program
???‚¬?ˆ? Popularity of continuity programs in general
???‚¬?ˆ? Says that Marlboro values its smokers
Further, smokers viewed the Marlboro brand as changing with the times
???‚¬?? Promotional program seems to signal to smokers that Marlboro's "up" on a popular marketing trend
Marlboro Promotions ???‚¬?ˆ? Implications
Net, Promotions property accomplishes its objectives of enhancing/extending Marlboro imagery
???‚¬?? Independent, free-spirited, adventurous
???‚¬?? And, it infuses Marlboro with a great zest for life
???‚¬?ˆ? Fun, exciting and outdoorsy
???‚¬?? Counter-balances the more grounded Marlboro Man/Country imagery
However, promotions have also contributed image characteristics that are not in character for Marlboro
Raises questions: Is this an inevitable result of promotions or is it a function of the execution?
Answer: We think to both
Promotions, by their "give away" nature will inject a note of frivolity into a serious image like Marlboro
???‚¬?? Key is to execute the promotion in ways that retain an aura of seriousness, without being heavy
???‚¬?ˆ? e.g., Marlboro Challenge vs. Marlboro Party
In the future, need to insure that promotions don't push the image too far into the "fun" arena
???‚¬?? With "independent" becoming "selfish"
???‚¬?? "Free spirited" becoming "irresponsible"
???‚¬?? "Adventurous" becoming "reckless"