Repositioning

Repositioning - Advertising concentrated solely on cowboys....

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Repositioning Changing the way the customers think about a product.
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Marlboro Cigarettes Introduced by Phillip Morris in 1902. Named after Marlborough Street where it’s factory was located. Was presented as a woman’s cigarette with a red tip to hide lipstick. It failed.
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Marlboro reintroduced in 1924 Targeted “decent, respectable” women “Mild as May.” “Has smoking any more to do with a woman’s morals than has the color of her hair?” New campaign was successful, but during the depression the brand lost market share and didn’t last out World War II.
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1954 New ad agency (Leo Burnett) takes  over At this point Marlboro has less than 1% market share New campaign slogan, “Delivers the Goods on Flavor” Features tattooed sailors, athletes and cowboys
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1964 campaign “Come to where the flavor is. Come to Marlboro Country.”
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Unformatted text preview: Advertising concentrated solely on cowboys. Sales began to increase 10% a year. By 1972 Marlboro was the best selling cigarette in the world. And in 1995 David McLean the principle model for the cowboy in the Marlboro ads dies of lung cancer. Shifting to a new target market Victorias Secret Victorias Secret was founded in 1977 by Roy Raymond, a recent graduate of the Stanford School of Business, who was not comfortable buying lingerie for his wife in department stores. The original company image was of an English mens club. The target audience was men. In 1985 Raymond sold his company to The Limited and the company began to shift its target market to women which it perceived as a larger market segment. A repositioned brand...
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This note was uploaded on 01/22/2011 for the course MSOM 301 taught by Professor Hylton during the Spring '10 term at George Mason.

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Repositioning - Advertising concentrated solely on cowboys....

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