IDEAS home Printed from https://ideas.repec.org/p/cdl/ctcres/qt5tp828kn.html
   My bibliography  Save this paper

How Philip Morris built Marlboro into a global brand for young adults: implications for international tobacco control

Author

Listed:
  • Hafez, N
  • Ling, P M

Abstract

Objective: To describe Philip Morris' global market research and international promotional strategies targeting young adults. Methods: Analysis of previously secret tobacco industry documents. Results: Philip Morris pursued standardised market research and strategic marketing plans in different regions throughout the world using research on young adults with three principle foci: lifestyle/psychographic research, brand studies, and advertising/communication effectiveness. Philip Morris identified core similarities in the lifestyles and needs of young consumers worldwide, such as independence, hedonism, freedom, and comfort. In the early 1990s Philip Morris adopted standardised global marketing efforts, creating a central advertising production bank and guidelines for brand images and promotions, but allowing regional managers to create regionally appropriate individual advertisements. Conclusions: Values and lifestyles play a central role in the global marketing of tobacco to young adults. Worldwide counter marketing initiatives, coupled with strong, coherent global marketing policies such as the Framework Convention on Tobacco Control, are needed to break associations between young adult values and tobacco brands. As globalisation promotes the homogenisation of values and lifestyles, tobacco control messages that resonate with young adults in one part of the world may appeal to young adults in other countries. Successful tobacco control messages that appeal to young people, such as industry denormalisation, may be expanded globally with appropriate tailoring to appeal to regional values.

Suggested Citation

  • Hafez, N & Ling, P M, 2005. "How Philip Morris built Marlboro into a global brand for young adults: implications for international tobacco control," University of California at San Francisco, Center for Tobacco Control Research and Education qt5tp828kn, Center for Tobacco Control Research and Education, UC San Francisco.
  • Handle: RePEc:cdl:ctcres:qt5tp828kn
    as

    Download full text from publisher

    File URL: https://www.escholarship.org/uc/item/5tp828kn.pdf;origin=repeccitec
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Anderson, Stacey J. & Pollay, Richard W. & Ling, Pamela M., 2006. "Taking ad-Vantage of lax advertising regulation in the USA and Canada: Reassuring and distracting health-concerned smokers," Social Science & Medicine, Elsevier, vol. 63(8), pages 1973-1985, October.
    2. Katherine Clegg Smith & K. Welding & C. Kleb & C. Washington & J. Cohen, 2018. "English on cigarette packs from six non-Anglophone low- and middle-income countries," International Journal of Public Health, Springer;Swiss School of Public Health (SSPH+), vol. 63(9), pages 1071-1079, December.
    3. Tobias C. Vogt & Alyson A. van Raalte & Pavel Grigoriev & Mikko Myrskylä, 2016. "German East-West mortality difference: two cross-overs driven by smoking," MPIDR Working Papers WP-2016-004, Max Planck Institute for Demographic Research, Rostock, Germany.
    4. Erin J. Miller Lo & William J. Young & Ollie Ganz & Eugene M. Talbot & Richard J. O’Connor & Cristine D. Delnevo, 2022. "Trends in Overall and Menthol Market Shares of Leading Cigarette Brands in the USA: 2014–2019," IJERPH, MDPI, vol. 19(4), pages 1-11, February.
    5. Nhung Nguyen & Louisa M. Holmes & Minji Kim & Pamela M. Ling, 2020. "Using Peer Crowd Affiliation to Address Dual Use of Cigarettes and E-Cigarettes among San Francisco Bay Area Young Adults: A Cross Sectional Study," IJERPH, MDPI, vol. 17(20), pages 1-13, October.
    6. Tobias Vogt & Alyson van Raalte & Pavel Grigoriev & Mikko Myrskylä, 2017. "The German East-West Mortality Difference: Two Crossovers Driven by Smoking," Demography, Springer;Population Association of America (PAA), vol. 54(3), pages 1051-1071, June.
    7. Dawes, John, 2014. "Cigarette brand loyalty and purchase patterns: An examination using US consumer panel data," Journal of Business Research, Elsevier, vol. 67(9), pages 1933-1943.
    8. Evans-Polce, Rebecca J. & Castaldelli-Maia, Joao M. & Schomerus, Georg & Evans-Lacko, Sara E., 2015. "The downside of tobacco control? Smoking and self-stigma: A systematic review," Social Science & Medicine, Elsevier, vol. 145(C), pages 26-34.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cdl:ctcres:qt5tp828kn. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lisa Schiff (email available below). General contact details of provider: https://escholarship.org/uc/ctcre/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.