Marlboro Vs. Doral

Part I: The Successful Brand Phillip Morris U.S.A. is the re pressure one hindquarters producer in the nation, with its total grocery store sh ar at simply over 50%. They currently compositionufacture the number one instigator of butt ends, Marlboro. Out of all the brands of targets produced Marlboros commercialize serving exceeds its competitors by a landslide at 35.4% while the number 2 competitor, Doral (RJ Reynolds), is at 6.3%.

Marlboro entered the market as an unknown brand in 1902, Marlboro steadily increased its sales, and was named the top selling brand in the U.S. and an all-time-best seller in the world, in 1975. Then, in 1989, it took hold of almost one-forth of all target sales, and today it remains the worlds most lucrative brand of non durable skinnys, surpassing even Coca-Cola! Customer devotion and high brand equity have contributed greatly to the triumph of the Marlboro brand. Last year alone approximately 400 cardinal cartons of Marlboro cigarettes were sold to its 7 million loyal big(a) smokers.

Reasons why Marlboro is achieverful 1.         Item sale and giveaway is universal in each of the three markets, playing a polar role in each. The US market relies upon the Country cut in as an interrupter in its publicise scheme and through this participation, the consumers are invited to participate in Marlboro Country. Items are sold at equal or below, and the existence of these sales does not involve arrive at reliance.

2.         A dependence on sporting events was also plethoric in each of the markets, with a noted emphasis on motor sports, horse-related sports and the Marlboro Adventure Team. Marlboro is associated with event promotion and sponsorship, with athlete support, and with providing press information related to sporting internationally.

3.         The Marlboro man is timeless. The cowboy campaigns concentrate on freedom, masculinity, escapism, and the Ameri lot dream of independence. Marlboro Man was set up to symbolize ideal masculinity. The cowboy represents a real man to all the workers stuck in a suffocating cubicle. Correspondingly, Marlboro Country permeates the engaging values of the cowboy, namely adventure, independence, freedom, and heroism. When a mass see the inviting decorate of Marlboro Country and the rugged cowboy, they are being exposed to a number of powerful messages. Looking at the open grass-covered fields, the viewer sees escape from the pressures, stresses, and the mundane routine of life.

Recommendations With the growing pressures of nonaged smoking, health risks, lawsuits, and price increases maintaining overall victor in the cigarette industry is complicated. In guild to maintain and enhance the success of Marlboro they will need to advertise their position with these pressing issues. The in the public eye(predicate) needs to be told over and over again that Marlboro is not trying to recruit 13-year-old smokers. They should run an advertisement with a with child(predicate) woman telling her not to smoke while heavy(predicate) and list the reasons why. They should also sponsor cancer research.

Part II: The Not-So-Successful Brand R.J. Reynolds Tobacco is the second largest cigarette company in the nation make up approximately 23% of the market and manufactures the second largest cigarette brand, Doral. Though Doral is the second largest, it is very further behind the number one brand, Marlboro. Dorals Market share is 27% less than Marlboro. Though Doral may be successful, the contention is twice as successful.

Doral achieved the number-two spot in the industry by redefining the meaning of both value brand and relationship merchandise in the cigarette category.



Doral builds brand value on to a greater extent than price: it offers smokers a premium-quality product at a good price and provides its customers with many unique programs, resulting in the highest customer loyalty of any value brand. More than 3 million great(p) smokers bought more than 130 million cartons of Doral in 2001.

Reasons why Doral is not-so-successful 1.          think of brand cigarettes tend to burn faster than premium priced cigarettes. The consumer is stipendiary less for the product, but the length of time the cigarette can be enjoyed is noticeably shorter than that of Marlboro, for example.

2.         Consumers view the value brand cigarette as a lower quality cigarette that doesnt taste the same as a premium cigarette. alone give care everything in our culture brands carry a original financial status. Value cigarettes are for poor people and Premium cigarettes are for rich people. Therefore, the value brand just isnt as good.

3.         Older adults (above 40) are the main consumers of Doral brand cigarettes. The name Doral is associated with an older person who hasnt aged gracefully, has a raspy voice, and all the tell tale signs of a long-term habitual smoker. Basically, they dont look like the Elle McPhersons and Val Kilmers of the world. The thought chunk associated with Doral is, smoke Doral, look dreadful.

Recommendations In order to enhance Dorals level of success they need to undergo a complete makeover. They need to experience by redesigning their packaging while incorporating a young and openhearted image to reach out to other smokers. If the company refrains from advertising price consumers will not think of Doral as chinchy and not good. They should advertise like the premium price brands, like they are the best. And finally, redesign the makeup of the rolling paper making it longer lasting.

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