The Marlboro brand provides its customers with variety of choices,different flavours and potencies to choose from.
The design of the Marlboro is one of the biggest reasons behind its success.The red and white package was designed by the Designer Frank Gianninoto .The repositioning of Marlboro as a men’s cigarette was handled by Chicago based advertiser Leo Burnett. The proposed campaign was to present a lineup of manly figures: sea captains, weightlifters, war correspondents, construction workers, etc. The cowboy was to have been the first in this series.Within a year, Marlboro’s market share rose from less than one percent to the fourth best-selling brand. This convinced Philip Morris to drop the lineup of manly figures and stick with the cowboy.