Anne Landman's Collection
Marlboro Hispanic Promotions 880000 Marketing Plan
Abstract
This 1988 Philip Morris (PM) marketing document shows how PM targeted its tobacco products to the Hispanic community.
In 1988, Philip Morris sought to deepen its relationship with the Hispanic community in the United States by sponsoring major soccer events, putting on Latin music events, giving away free samples of cigarettes, and attending Hispanic festivals. The proposed budget for targeting the Hispanic market in the U.S. in 1988 with promotions of the Marlboro brand name was $3.5 million.
Fields
- Quotes
Marlboro Hispanic Promotions _1988 Marketing Plan_
I. _PROGRAM HISTORY_
Marlboro's involvement within the Hispanic community started in the late 1970's with participation in Hispanic Festivals. Over the years, Marlboro has increased the scope of its involvement in Hispanic programs by adding amateur hispanic baseball & soccer, mexican rodeos and a national soccer event.
II. _CURRENT PROGRAMS_
In 1987, Marlboro participated in the following Hispanic programs:
--Festivals --19 events in 14 markets --Sponsorship of music entertainment
Festivals present a good opportunity for brand visibility, however opportunities to capture leadership position are limited due to the structure of these festivals. There are other ways to penetrate the hispanic market, and still maintain a leadership position. The recommendation for 1988 is to focus in on key markets with participation in major festivals. We will be sure that all remaining markets are covered by other promotions.
--_Amateur Sport Sponsorship_
_Baseball_ _Soccer_ Los Angeles Los Angeles New York New York San Antonio Miami Chicago
For the past three years Marlboro has committed to support grassroots amateur spors in major hispanic markets. The plan for 1988 calls for Marlboro to discontinue sponsorship of its grassroots soccer program and spend monies to build other major programs.
--_The Marlboro Soccer Cup of Miami_
Capitalizing on growing interest nationwide in the area of soccer, Marlboro expanded its amateur hispanic sport sponsorships by sponsoring a major soccer event titled the Marlboro Soccer Cup of Miami. This event extended our hispanic involvement to a national level. Due to the program's success, a national rollout is recommended for 1988.
--_Charreada (Mexican Rodeos)_
Phoenix, AZ Dallas, TX Industry Hill, CA Los Angeles, CA
Marlboro executed a test program in 1987 to determine potential participation in a Mexican rodeo program. The objective was to enhance our association with the Mexican community. Based on the poor results of the test program, we recommend that we not continue participation in 1988.
III. _1988 OBJECTIVES_
Marlboro is currently in the developmental stage of creating targeted hispanic programs. We have tested amateur sports, Charreada and are recommending deleting these programs because they did not generate the necessary results. Our overall objective for 1988 is to develop and execute programs which reinforce Marlboro's leadership presence and which appeal to all segments of the Hispanic community.
--Develop targeted promotions toward the Hispanic community which offer high brand visibility.
--Position brand in a leadership role within the Hispanic community via retail programs.
--Utilize publicity to extend visibility.
IV. _1988 STRATEGIES_
--Discontinue amateur Soccer and Rodeo Programs. --Development of a major soccer promotin which will enhance Marlboro's leadership position. --Test a latin Music Tour program in major Hispanic markets. --Increase Bar Night Program to target certain geographic areas of opportunity and penetrate the Hispanic market more effectively. --Develop publicity program to extend reach of Marlboro Hispanic sponsorships.
- Company
- Philip Morris
- Author
- Not specified. Found in area of "Market Research/FTC collection."
- Recipient
- Not specified.
Document Images
