Description
SWOT ANALYSIS OF MARLBORO
Marlboro
Parent Company
Godfrey Phillips India Limited
Category
Cigarettes
Sector
FMCG
Tagline/ Slogan
Come to Marlboro Country
USP
Stands as a status symbol with origins from Philip Morris STP
Segment
Premium Segment Cigarette
Target Group
Higher SES group who are conscious of brand
Positioning
Positions itself as a high status community SWOT Analysis
1. Available in seven variants 2. Wide distribution network of Godfrey Phillips 3. Strong ad campaign in terms of ‘Marlboro Man’ also a well-known brand 4. Strong brand name and top of the mind recall 5. Association and sponsorship of various events Strength 6. 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 2.Social media marketing as a replacement for advertisement Opportunity 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 Competitors 3. Gold Flake
doc_817386728.docx
SWOT ANALYSIS OF MARLBORO
Marlboro
Parent Company
Godfrey Phillips India Limited
Category
Cigarettes
Sector
FMCG
Tagline/ Slogan
Come to Marlboro Country
USP
Stands as a status symbol with origins from Philip Morris STP
Segment
Premium Segment Cigarette
Target Group
Higher SES group who are conscious of brand
Positioning
Positions itself as a high status community SWOT Analysis
1. Available in seven variants 2. Wide distribution network of Godfrey Phillips 3. Strong ad campaign in terms of ‘Marlboro Man’ also a well-known brand 4. Strong brand name and top of the mind recall 5. Association and sponsorship of various events Strength 6. 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 2.Social media marketing as a replacement for advertisement Opportunity 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 Competitors 3. Gold Flake
doc_817386728.docx