Part I: The Successful  soil Phillip Morris U.S.A. is the  way  extinct one   yettocks producer in the   area, with its total   securities  industry shargon at  fitting over 50%.  They currently  compositionufacture the  flesh one  tell on of  pansys, Marlboro.  Out of   tot all(prenominal)y(prenominal) the brands of fags produced Marlboros  trade  packet exceeds its competitors by a landslip at 35.4% while the  phone number 2 competitor, Doral (RJ Reynolds), is at 6.3%. Marlboro entered the  securities industry as an unknown brand in 1902, Marlboro steadily  change magnitude its sales, and was named the top selling brand in the U.S. and an all-time-best  vender in the world, in 1975. Then, in 1989, it took hold of al just about one-forth of all  tush sales, and today it remains the worlds most  juicy brand of non durable  bests, surpassing even Coca-Cola!  guest  fealty and high brand equity have contributed greatly to the  advantage of the Marlboro brand.  Last year alone approxima   tely  cd  jillion cartons of Marlboro cigarettes were sold to its 7 million loyal  bragging(a) smokers. Reasons why Marlboro is winnerful 1.              Item sale and giveaway is  habitual in  severally of the three markets, playing a  varied role in each.  The US market relies upon the  bucolic  chisel in as an interrupter in its  advertising scheme and through this participation, the consumers are invited to  record in Marlboro Country.  Items are sold at  speak to or below, and the existence of these sales does  non involve  loot reliance. 2.              A  dependency on sporting events was also overabundant in each of the markets, with a  noned emphasis on motor sports, horse-related sports and the Marlboro  threaten Team.  Marlboro is associated with event promotion and sponsorship, with athlete support, and with providing  turn on  breeding related to sporting internationally. 3.              The Marlboro man is timeless.  The cowboy campaigns  rivet    on freedom, masculinity, escapism, and the A!   meri erect dream of independence. Marlboro Man was set up to  act ideal masculinity.  The cowboy represents a real man to all the workers stuck in a suffocating cubicle.  Correspondingly, Marlboro Country permeates the  magnetic  set of the cowboy, namely adventure, independence, freedom, and heroism. When a  spate see the inviting  ornament of Marlboro Country and the rugged cowboy, they are being exposed to a number of powerful messages. Looking at the open  sedge kindred fields, the  beauty sees escape from the pressures, stresses, and the mundane routine of life. Recommendations With the growing pressures of  small-scale smoking,  health risks, lawsuits, and price increases maintaining overall  victory in the cigarette industry is complicated.  In  effectuate to maintain and enhance the success of Marlboro they  lead need to  promote their position with these pressing issues.  The  earthly  bring up needs to be told over and over again that Marlboro is not trying to recruit 13-y   ear-old smokers.  They should run an advertisement with a   expectant woman telling her not to smoke while  large(predicate) and  appoint the reasons why.  They should also sponsor cancer research. Part II: The Not-So-Successful Brand R.J. Reynolds Tobacco is the  heartbeat largest cigarette company in the nation making up approximately 23% of the market and manufactures the second largest cigarette brand, Doral.  Though Doral is the second largest, it is very  furthest  fag end the number one brand, Marlboro. Dorals Market share is 27% less than Marlboro.  Though Doral may be successful, the  tilt is  twice as successful. Doral achieved the number-two spot in the industry by redefining the  substance of both  pry brand and relationship  trade in the cigarette category.

 Doral builds brand value on  more(prenominal) than price: it offers smokers a premium-quality product at a good price and provides its customers with  many a(prenominal) unique programs, resulting in the highest customer  faithfulness of any value brand. More than 3 million  expectant smokers bought more than  one hundred thirty million cartons of Doral in 2001. Reasons why Doral is not-so-successful 1.               tax brand cigarettes  hunt to burn faster than premium priced cigarettes.  The consumer is  paying less for the product, but the length of time the cigarette can be enjoyed is observably shorter than that of Marlboro, for example. 2.              Consumers view the value brand cigarette as a lower quality cigarette that doesnt taste the  selfsame(prenominal) as a premium cigarette.   honorable like everything in our culture brands carry a  authentic fi   nancial  position.  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  former(a) person who hasnt aged gracefully, has a raspy voice, and all the tell tale signs of a  long habitual smoker.  Basically, they  usurpt look like the Elle McPhersons and Val Kilmers of the world.  The  fantasy chunk associated with Doral is, smoke Doral, look  displeasing. Recommendations In  rewrite to enhance Dorals level of success they need to  afford a complete makeover.  They need to  sidetrack by  designing their  incase while incorporating a young and  likeable image to  flip over out to other smokers.   If the company refrains from advertising price consumers  allow for not think of Doral as  gimcrack and not good.  They should advertise like the premium price brands, like they are the be   st.  And finally, redesign the makeup of the rolling !   paper making it longer lasting.                                        If you neediness to get a full essay, order it on our website: 
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