Market members are convinced that cigarettes are associated with the Marlboro Cigarettes brand Marlboro Classics clothing. If you hold a focus group, the majority of those polled see a billboards advertising Marlboro cigarettes. Worldwide Marlboro Classics has the image of expensive clothes for wealthy people that are focused on the terms of consumer Marlboro Cigarettes. A similar incident - with the Davidoff cigarette brand, coupled with similar brands in coffee, alcoholic and cosmetic segments.
Market members believe that the PM decided to use replacement advertising because of tobacco advertising restrictions forthcoming. The new law "On Advertising" and the Framework Convention on Tobacco Control the World Health Organization could seriously reduce opportunities for promotion tabachnikov brands.
Besides, Marlboro Cigarettes brand is losing market share: "Therefore, they do not have time to wait restrictions." Dole brand in the segment more than $ 1 per pack of cigarettes in 2004 decreased from 18.1% to 16.6%.
Advertising agency said that advertising Marlboro Classics is not contrary to law. Only the appearance of advertising on television Marlboro Classics, which banned tobacco promotion, will be able to draw the attention of the antitrust authorities.
