[<<First]  [<Back]  [Next>]  [last>>] 

Products in this categorie: 9

1 carton - 10 packs
200 filtered cigarettes
Box - Flip-Top
Tar - 6mg
Nicotine - 0.5mg
Made in Eastern Europe

Marlboro cigarettes: Advertising

Red/Lights
Retail P.O.S/Visibility
The brand must be visible at retail in ways that consistently enhance Marlboro’s leadership positioning. The Red Roof is the primary basis for creative at retail and will-be used both with and without the cowboy to build a strong presence in this cluttered environment. This is important not only at point-of-sale where consumers can be reminded of Marlboro when they buy, but also in other locations where consumers may have a propensity to smoke (i.e., restaurants/bars).
Second, merchandising alternatives must be made available to retailers in ways that:
• Offer flexibility to meet a broad range of needs in the retail universe
- and -
• Most importantly, provide the consumer with sufficient inventory of Marlboro and choice of packings.
These merchandising options should be driven by our business needs and developed in ways that satisfy retailers rather than vice versa.
Overall, these elements should combine to reinforce Marlboro’s leadership role, increase consumer satisfaction, and maximize sales for the retailer.
Strategies
More attention will be focused on pack merchandising in ‘9. Over the past several years, we have focused our efforts on carton merchandising. This has encompassed increasing inventories, decreasing out-of-stocks, and building carton business in outlets where pack purchases were prevalent. These efforts have brought progress in numerous areas and should be continued. At the same time, however, efforts should focus more heavily on pack merchandising in ‘9. 42% of Marlboro’s customers purchase primarily by the pack, and this is particularly true among the younger smokers. The brand, as a result, has disproportionate strength in pack outlets, particularly in the convenience/gas stores. We are thus in a favorable position to work with these outlets in continuing to build pack business, as well as improving their carton sales.
• New pack merchandising vehicles will be explored and developed for the supermarket trade class. These vehicles will incorporate retail visibility as an element. Specifically, we are examining a displays that hide the inventory but deliver packs at the check lane through a spring loaded feed. In addition, we will explore materials to educate supermarket retailers to the importance of cigarette pack sales, and Marlboro’s impact on their profitability. Third, should the Masters Program proceed we will have another tool to address overall merchandising practices and can focus on packs specifically.
• A separate visibility program will be continued in ‘9 to place quality permanent signage in highly visible in-store locations. These will be tied to merchandising opportunities as much as is feasible. A budget of $15 million was requested for this program, however it is recommended that $3 million be held in reserve and $12 million budgeted.
• Permanent point-of-sale signage is being developed to provide retailers with more functional items that also stand out as unique to consumers. Examples include supermarket shopping cart returns, high impact clocks, newspaper stands, lottery number boards, and coffee servers. Most items are intended to be inventoried for continuous use rather than featured at a particular time.
• Permanent exterior signage continues to play a major role for Marlboro. Efforts towards gas outlets will remain a significant element of this program.

This Product was added to our catalogue on Tuesday, 23 December 2008.

You can add first review.