The Genius Marketing Strategy of Marlboro Cigarettes | Business Marketing Case study（原声文稿）

the incomes of 7,50,000 families was at stake.

fourth largest cigarette brand in the world in less than one year.

advertisements were permanently banned from televisions, on to become the largest manufacturer of cigarettes in the world.

huge that it has got more consumers than its next 10 competitors combined.

supposed to kill its business, ended up becoming a stepping stone for Malburu to become a 58 billion dollar brand.

witnessed by mankind, which is called as lifestyle marketing.

very simple example that is closer to home.

friend's circle must have bought an MRF bat.

which wood the bat was made of, you did not care whether it was original or duplicate, you just wanted a bat.

And then you had two choices, bats with no stickers and bats with MRF stickers. And you chose the MRF bat by default.

years later you realized that the full form fact that MRF is primarily a rubber-tired manufacturing Sachin Tanulkar.

Later on this very same thing happened Bats.

Now here the question is, is it a coincidence country were so stupid to mindlessly buy a bat with not, then how the hell did this even happen?

Well, here's where the magic of lifestyle marketing happens.

We all idealized Sachin Tendulkar and we all wanted to be like Sachin Tendulkar.

feel as if we were holding the exact same bat as Sachin Tendulkar himself.

connect that it had with our idol that is Sachin Tendulkar. because we wanted to be like Sachin Tendulkar.

Now, in the US, the same thing happened to Nike's Air Jordan shoes line-up.

after 18 years of Michael Jordan's retirement, he still makes 100 million dollars every single year just in royalty.

This is what we call as lifestyle marketing.

lifestyle of the icon who is associated with the product than the product itself.

And this is exactly what the marketers of Malboro Cigarettes did to their brand.

States, brands started to do everything in their capacity to keep their reputation.

while some brands completely disapproved the very research itself.

Back then Malboro was a very small company that made cigarettes only for women.

parent company of Malboro, which is Philip Morris, and became an epitome of business propaganda in the 20th century.

understand, they came out of a campaign called the Malboro Man.

was supposedly everything a man wanted to be like. and they named this character the Malboro Man.

showcased him as the ultimate archetype of manhood.

overall stood as the icon of freedom and manliness.

Malboro Man and started buying Malboro cigarettes that the commercial became a massive game-changer for the company.

to becoming the fourth largest cigarette manufacturer in the world.

commercials, cigarette was not even the primary subject of focus.

than 10 seconds of footage time in all of those commercials.

television, and brands couldn't show cigarettes in their commercials on TV, was anyways not on cigarettes but on Malburu man himself.

communicate their emotion very easily, even through print and magazine.

1970 ban, Malburu's business still kept growing.

market their brands without showing their products.

Malboro to become a 58 billion dollar brand.

all need to learn from this iconic case study.

is that we are constantly being bombarded with lifestyle cigarette commercials that pop culture icons.

Now this includes a James Bond manliness.

Now regardless of how lucrative they look, something which will give you a feeling as if you're an elevated version your lack of self-awareness, you don't realize that your pockets, eventually to make those companies billions of miserable addict of either cigarettes or social validation keep your eyes open and do not fall into these traps.

feel happier or make you a better version of yourself.

better is your acceptance of your insecurities and imperfections.

dollar brand will dig into your misery and make a fortune out of it.

message by sharing this video with as many people as possible.

And like once a great woman said, imperfection is beauty, madness is genius.

And it is better to be absolutely ridiculous than to be absolutely boring.

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Thank you so much. I will see you next week. Bye-bye.