The success of a company or an organization is dependent upon several
factors. The business model created by a company is essential to its position
in the market place, overall growth, and general profits. A business without a
customer following has little to offer in competitive markets. Organizations
that create real value for its customers are at the apex of their respective
industries and continue to adapt in spite of constant shifts in the
marketplace. How exactly do some companies increase, target, and attain customer
acquisition? One of the greatest companies to do this might be one packet
away from your very own fingertips.
Promotion
Cigarettes kill! We all know. But,
in spite of the increasing death, leading companies such as Marlboro can be
considered as one of the most loyal brands in the world. Marlboro gets the
award for promotion in this weeks 4 P's Marketing Academy Awards(not a
real Awards). Exactly how did Marlboro take these torches of tobacco filled
decay and turn them into torches of loyalty sparked all around the globe.
Promotion can be identified as providing information to different parties about
the product. In promotion, advertising and public relation play a huge
part in customer acquisition. When it comes to sitting at the table of
promotion, Marlboro can be considered a veteran in the league of extraordinary
Giants.
The perceived value of
cigarettes can vary from person to person. Some people abhorrence to smoking
can arise at the onset of a nightly outing here on 6th street (Austin, Texas
urban nightlife). 
While others might be in mid puff as their reading this. The
value Marlboro has created outweighs the cost associated with cigarettes. The
promotion of these values have been creatively and strategically implemented
over the years casting a bleak shadow of social benefits over health related
risk. Many today can recall how successful The Marlboro Man was to Marlboro. 
The most powerful -- and in some quarters, most
hated -- brand image of the century, the Marlboro Man stands worldwide as the
ultimate American cowboy and masculine trademark, helping establish Marlboro as
the best-selling cigarette in the world (Burnett) . This idea of promoting
Marlboro as the John Wayne(western legend) of cigarettes dramatically increased
the numbers of smoking among men. Maslow's
hierarchy of needs suggest that above food, water and safety
(basic life essentials) is our need to be socially excepted. Marlboro was able
to capitalize on the psychologically pressure and allure millions of men to
conform to an environment of smokers and social acceptance.
Perceived Benefits
The Marlboro Man phenomenon can be admired as one of the greatest marketing strategies ever promoted. The subconscious attachment that comes with this iconic fictional charter has created a strong brand beyond recognition. If you think Marlboro became to be number one in cigarettes by offering slightly healthier alternatives to smoking then you're mistaken(filters). Marlboro contradicted our societal laws by promoting a product who perceived benefits is much greater than its actually benefit...if there are any. Perception and promotion are like interchangeable parts of this marketing machine and companies such as Marlboro are fine tuned into creating perceived value.
While
scientist and other anti-smoking propaganda have proved smoking to be quite
addictive, they have still yet to disprove that maybe it's not the cigarettes
alone that people are addicted to. Maybe, just maybe, customer acquisition is
due to strategic marketing and the need for people to conform. I don't believe
Marlboro could have executed any better. Overcoming the negative stigmas in
selling such a controversial and taboo product is a skill they have clearly
mastered. One thing's for sure, Marlboro has dominated the market place once
one smoke at a time.
References
Burnett, Leo. "The Marlboro Man." Advertising Age Special Report The Advertising Century RSS. AdvertisingAge, n.d. Web. 28 Jan. 2016
Excellent Work! Very informative!!!
ReplyDelete