Description
SWOT ANALYSIS OF MARLBORO LIGHTS
Marlboro Lights
Parent Company
Godfrey Phillips India Limited
Category
Cigarettes
Sector
FMCG
Tagline/ Slogan
Come to Marlboro country
Provides a light hit to the premium segment regular smoker, USP differentiating you from the rest STP
Segment
Cigarettes
Middle to high income segment smoker who wants to get a light Target Group instantaneous hit, primarily the chain smoker’s choice
A cigarette with a class which sets you apart from the rest, a light Positioning and feel-good hit for the regular smoker SWOT Analysis
1. Wide distribution network of Godfrey Phillips 2. Strong ad campaign in terms of ‘Marlboro Man’ also a well-known brand 3. Strong brand name and top of the mind recall 4. Association and sponsorship of various events Strength 5. Good marketing through TVCs and print ads
1. Company has to rely on surrogate advertising to promote products Weakness 2. Considered as premium segment and is losing its lower SES group
1. Large tobacco industry in India resulting in huge growth Opportunity opportunity 2.Social media marketing as a replacement for advertisement
3. Large natural resources of tobacco in India
1. Lot of competitors with similar quality and price 2. Growing public concern about increasing use of tobacco Threats 3. Government regulation and increased taxation Competition
1. Benson & Hedges 2. Classic Cigarettes 3. Gold Flake Competitors 4. Mild Seven
doc_154392843.docx
SWOT ANALYSIS OF MARLBORO LIGHTS
Marlboro Lights
Parent Company
Godfrey Phillips India Limited
Category
Cigarettes
Sector
FMCG
Tagline/ Slogan
Come to Marlboro country
Provides a light hit to the premium segment regular smoker, USP differentiating you from the rest STP
Segment
Cigarettes
Middle to high income segment smoker who wants to get a light Target Group instantaneous hit, primarily the chain smoker’s choice
A cigarette with a class which sets you apart from the rest, a light Positioning and feel-good hit for the regular smoker SWOT Analysis
1. Wide distribution network of Godfrey Phillips 2. Strong ad campaign in terms of ‘Marlboro Man’ also a well-known brand 3. Strong brand name and top of the mind recall 4. Association and sponsorship of various events Strength 5. Good marketing through TVCs and print ads
1. Company has to rely on surrogate advertising to promote products Weakness 2. Considered as premium segment and is losing its lower SES group
1. Large tobacco industry in India resulting in huge growth Opportunity opportunity 2.Social media marketing as a replacement for advertisement
3. Large natural resources of tobacco in India
1. Lot of competitors with similar quality and price 2. Growing public concern about increasing use of tobacco Threats 3. Government regulation and increased taxation Competition
1. Benson & Hedges 2. Classic Cigarettes 3. Gold Flake Competitors 4. Mild Seven
doc_154392843.docx