How Philip Morris is changing its advertising concept.

American tobacco company Philip Morris is changing its marketing concept. Cigarette manufacturers scales down its share of adventurers team, they are winding abandon Formula 1 Racing authors. It seems that a couple of years spectators sport race will forget the Philip Morris brand advertising completely.

Philip Morris controls about 16 percent of the tobacco market word. Her best-selling Marlboro brand that is 8,4 per cent of world cigarette sales. The company has achieved this success through image Cowboy Marlboro and she supported him in the past 50 years.

Mr. Cowboy, you're a woman?

Until mid-1950's, Marlboro cigarettes sold in the soft white box and were positioned as cigarettes for self-respected women. According to some reports, this brand has control only 0.1 percent of the tobacco market in this period. In 1954, the company's management made a number of market research and decided to change the Marlboro image. The new target audience should be self-confident man. First Marlboro Man appeared on the advertising panel, it was invented buy a Chicago advertising agency Leo Burnett. After Cowboy "Philip Morris tried real pilots, fishermen and businessmen.

In 1962 the company returned to the cowboy image. In 2 years this image has changed considerably whole country appeared Cowboy Marlboro country.

The Soviet people met at the taste of Marlboro in 1977, when Philip Morris began to create a license to manufacture cigarettes in the USSR. In 1992, Philip Morris has opened its representative office in Russia, then a regular supply of cigarettes had begun.

In February 2000, Philip Morris started to produce Marlboro cigarettes in their factory Philip Morris Izhora in St. Petersburg, Russia. Until that date, from 1977 to 1986, cigarettes were manufacturing under license in Moscow, St. Petersburg, Baku, Sukhumi, Kishinev.

Adventures on their own harm

Philip Morris started 3 Marlboro advertising campaigns. In 1997-1999 Adventurers held a special team. It was created by a German company Adventure Tour in 1984. Russia was the last country where 20 Philip Morris decided to include in this campaign. Any adult with a driver's license and passport can send sponsors Participation in this promotion. The winners were sent to the United States, where they visited Utah and Colorado State.

In early 2001, Philip Morris announced that the project is completed. They have not told the reasons, but most likely that this campaign has been successful. According to some reports, most of the special sports more than Philip Morris, like they do not smoke.

In the spring of 200 Philip Morris' new idea of an adventurer, but only as a slogan. Spring in 22 cities of Russian Marlboro Billboard appeared. More than 830 people have been working on this campaign, which provided people with special prizes in bars, restaurants and other places. They told people about the rules of the new special Marlboro. One campaign is being conducted in various media sources.

Company does not open the amount of advertising budget. We only know that the publication of the print media to advertise Marlboro is about 5 million copies. Outdoor ads were placed on more than 2 000 billboards 6 to 3 meters in size meter.

Finally, in 2000, Philip Morris came to art, especially in movies. The campaign in Moscow and was named Marlboro Cinema Time. Cigarettes consumers were asked to fill out the coupon and attach a 20 color ribbons from Marlboro pack and send them all to the sponsors. Coupons participate in the prize draw.

The old formula.

Since 1974, Philip Morris have been advertising in Formula-1 Racing. Marlboro Man rides on cars Ferrari team, Michael Schumacher, which sticks out for.

After Floori Gans, president of Philip Morris Europe, the company is pleased to work together. And despite the hundreds of millions of dollars, which holds the team Ferrari on the race. However, the European Parliament and other countries to exert every effort to send the cigarette manufacturers to participate in the races. In February, management of tobacco companies said that most likely they will enter Formula 1 in 2006.

Thus, another man Marlboro project will be completed.

Which marketing campaign will launch in the future, Philip Morris, has not been announced.

It is doubtful whether Philip Morris will retire Cowboy Marlboro who gave the brand popularity. However, there are some backgrounds to change the Marlboro image. We can only guess what will be the decision of Philip Morris marketing specialists. Maybe they're a little puzzled.