6:50 docs.google.com Marlboro & IQOS by Philip Morris Created in 1924, the filtered Marlboro was imagined as a brand for female smokers. Marlboro was positioned as premium cigarette for classy. upscale women. In fact, the Marlboro signature-a red band around the top of the cigarette-was created to hide embarrassing lipstick lines from female smokers. Even the name was carefully chosen to appeal to female smokers. The idea of the Marlboro Woman began to crumble when scientists officially declared that smoking causes lung cancer. With its product under fire. Philip Morris International (PMI) had to quickly retool its strategy to avoid health-conscious female smokers. It was then that the Marlboro Man was born. Hence, they started an active advertising campaign stating that cigarettes with filter are much safer than without it, and started using in their advertising campaign manly characters, such as captains, weightlifters, construction workers and etc. PMI invested $6 billion in developing IQOS and has introduced it in more than 45 markets around the world. IQOS is a pen-like electronic device with a sleek battery pack, which includes a "heat not burn device, and is less harmful than traditional cigarettes which release toxins through combustion. IQOS differs from e-cigarettes already on the market because it contains tobacco rather than liquid nicotine or nicotine salt. It targets more health-conscious consumers, smokers who are trying to quit smoking. As part of its effort to appeal to fashion conscious consumers, PMI makes IQOS available in an array of colors, a wide selection of protective covers and mouthpiece shells are available. At events and in their stores, IQOS makes extensive use of attractive models where each is matched to the color of the IQOS depicted on the poster behind them. 6:50 docs.google.com "Marlboro was positioned as a premium cigarette for classy, upscale women" belongs to which of the following?* Gender segmentation Lifestyle segmentation Behavioral segmentation O A&C O A&B Rebranding Marlboro into Marlboro Men and conducting the advertising campaign belongs to which of the following?" Selecting the value Communicating the value Creating the value Positioning the offering O Delivering the value 6:50 docs.google.com The cowboy from Marlboro country is perceived by people as the American version of an explorer, who travels alone and represents masculinity, power, independence and liberty. This is related to which of the following: * O Life-stage segmentation Geographic segmentation User status segmentation Psychographic segmentation O A&D Philip Morris introducing the IQOS is considered which of the following strategies? * Market development Diversification Market penetration Product development O A&B Since its launch IQOS has evolved through several generations (e.g., IQOS 2.4, IQOS 2.4+, IQOS 3, IQOS 3 Duo), making constant improvements to the portability and utilization of the device. This is related to which of the following growth strategies? * Market development Diversification Forward integration Product development O A&D 6:51 docs.google.com Since its launch IQOS has evolved through several generations (e.g., IQOS 2.4. IQOS 2.4+, IQOS 3, IQOS 3 Duo). making constant improvements to the portability and utilization of the device. This is related to which of the following? The market-sensing process The new-offering realization process The customer acquisition process The customer relationship management process The fulfilment management process Which of the below is used by PMI to segment the market for IQOS? Age Gender Psychographic Behavioral All of the above 6:51 Done docs.google.com AA Considering the above case, what's the segmentation level for Marlboro? * Differentiated Undifferentiated Single-market / niche market Concentrated Individual marketing Considering the above case, what's the segmentation level for IQOS: * Full-market coverage Differentiated Undifferentiated Single-market / niche market Individual marketing If PMI announces on its website that customers can now design their own IQOS cover with any color of their choice then this would be which of the below strategies? Full-market coverage Differentiated Undifferentiated Single-market / niche market Individual marketing