Phillip Morris

Philip Morris promotion of Marlborough cig arttes. Instituted in the sasss. The grade moved to and assured that the flavor would be unchanged by the decisiveness of adding a filter. Come to where the flavor Is Come to Marlboro man, Marlboro man was a robust cowboy smoking Marlboro cigarettes while rolling his horse In the outdoors. The ad helped propel Marlboro to the top of the world market Threefold 1 ) meaning(a) economic advant seasons. Standardized advertising lowers the cost of value creation by spreading the fixed be of development the advertisements over many Mounties. Ex.Coca smoke saved $90 one thousand thousand over 20 yr by using certain elements of Its fly the coop globularly 2)Creative talent is scarce and matchless large effort to develop a campaign is much much(prenominal) successful than numerous amounts of smaller efforts 3)many firebrands are ball-shaped brands Against yieldardizing advertising 1) ethnical differences between races- a message that wo rks In one nation could potentially fall In a nonher nation. Cultural diversity makes It heavy to develop a single theme that Is effective on a globose level 2)advertising regulations may block implementation of standardized advertising.Ex. Kellogg could not use a commercial it produced in great Britain to promote its crossway in other European countries. A reference to iron and vitamins in its cereal was not allowed in the Netherlands because health and medical benefits were outlawed. In France children are not allowed to endorse harvestings. In Germany a key line was disallowed because of emulous claims. Another example would be American express offering aid points every time the card was used. And the points could be used towards air ravels and hotel accommodations.Germany aspiration law was broken as it is suppose to prevent the offer of absolve gifts In connection with the sales of goods. Dealing with country differences Experimenting with capturing benefits of global n ormalization while recognizing differences in countries cultural and legal environments. Some features to include in all of its advertising, which can result in saving on cost while building international brand recognition. Monika in the sasss launched a global advertising campaign 1001 reasons to have a Monika imaging phone.Did this to reduce costs and capture economies of scale. Value in trying to establish a global brand image. Used actors from regions where the advertising covered. And used local settings as well. Doves global real knockout campaign 1) Milliner, who marketed dove a storied consumer multinational with global reach, a strong positioned In fast growing developing nations, and a reputation for customizing products to condition prevailing In local markets. ( ex. Indian women OLL hair before washing , so western shampoos that TLD remove the OLL didnt transport well.However, milliner re work outulated shampoos for India. Company exaggerated because it has shifted t owards a global emphasis. Dove. Brand should stand for the real beauty of all women. Mission was to make women feel more beautiful everyday by widening the stereotypical definition of beauty and inspiring them to take care of themselves. 3) Following workshops held around the globe that brand managers and agencies communicate beauty. Asked 67 photographers to submit portraits of women of all shapes, sizes and ages. Dove photo tour. ) German office of Milliner advertising agency, Googol and Matter worldwide, came up with a plan for communicating real beauty based on photographs showing unremarkable women in their underwear. Advertisement made its way to the I-J where they perceived it as government and not advertising. 5) 2% of women worldwide considered themselves as beautiful and the half sight their weight was too high 6) 2004 campaign was launched globally. Radical shift form Milliner . Tweaked to take local sensibilities. 7) Milliner extended the dove product line to include skin creams, shampoos, and shower gels.Made a video on youth 8) Dove created Evolution, depicting the transformation of a real char into a model and promoting awareness of how unrealistic perceptions of beauty are created. 9) he Dove global study, Beauty Comes of Age, revealed that 91% of women ages 50-64 believe it is time for company to change its views about women and aging. The campaign celebrated the essence of women 50+ ?wrinkles, age spots, grey hair and all. It was brought to life through a communications campaign created with internationally renowned photographer Annie Leibniz. 0) The emailprotected Movement for Self-Esteem provides women everywhere with opportunities to instruct the next generation and celebrate real beauty. 11)emailprotected has created self-esteem- building, educational programs and activities that encourage, inspire and be active girls around the world. Dove has reached over 7 million girls so distant with these programs, and set a global goal of reaching 15 million girls by 2015. -supply chains looks like -How Is it going to come in? -How you go out market? Brand is the logo, 100, and connotations Bat night, up late.