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L'engagement des entreprises dans la supply chain verte - le cas de Valeo
Accédez à la dissert' du jour !Brand image management Marlboro vs. Camel in Germany
Résumé de l'étude de cas
Let us look into the projected image by the brand target="_blank" title="Études et analyses concernant Marlboro">Marlboro. This advert shows a man or a Cowboy, galloping in his horse through the woods. This action gives the movement to the picture and brings life to the advert. There is not much text, and the only word that can be read clearly in the advert is "Marlboro" in big white letters at the bottom right of the advert. On the bottom left, one can also read in small white letters: "The quantity of tear and Nicotine that you inhale will vary depending on how you smoke your cigarette". By displaying such a statement, Marlboro clearly states that it isn't Marlboros fault if the smoker can't smoke properly and inhales more than he should. The Cowboy is wearing a white hat (symbolizing purity), a blue shirt and he is holding a riding crop in his right hand, hitting the horse to make him gallop faster, which is a symbol for power. This is the only thing that can be seen in the advert. There are no logos, or pack of cigarettes. The reason for such an advert is to throw light on the brand's heuristic attitude which makes the consumers make quick and easy choices based on the brand name/recognition, which can be done because there is a low involvement of the consumer when buying Marlboro. If we look at the projected image by Camel, in the advert, one can see two male fingers holding up a card with a laughing couple on it who are dressed in a very stylish way. On the background, we can see a big metropolitan city by the sea; with a blue sky on the horizon. The color that predominates in this advert is blue.
Sommaire de l'étude de cas
- Projected image by target="_blank" title="Études et analyses concernant Marlboro">Marlboro
- Projected image by Camel
- Comparison of the projected images
- Techniques employed by Marlboro to project those images
- Techniques employed by Camel to project those images
- Positioning strategy of both brands with reference to attitudes and change in the target market
Extraits de l'étude de cas
[...] Both brands are top of mind brands[6], even if Marlboro gains more customer awareness. The Camel add tries to show that they are marketing a different product (Camel travel-card) in order to overcome strict tobacco regulations, while the Marlboro advert hasn't totally lost their well build up cowboy-western image. Marlboro is relying on their brand image and therefore merely reinforcing their position via this advert to increase the brand notoriety, not needing to show the cigarettes nor the logo, as the consumer has a very strong brand association[7]. [...]
[...] (Schiffman & Kanuk, page 176-177) Marketers have also found out, that blue is the color most sought by men and also one of the most popular colors in general (Teoría del color, page 8). According to Kardes, color has three properties, hue primary colors), chroma (saturation, intensity and amount of pigments) and value (lightness). (Kardes, page 188) The wordplay with pleasure up your life is also important to consider because it could be interpreted in two ways: either ?give your life a change and benefit from the great opportunities the Camel-Card can give or more pleasure while smoking Camel?. [...]
[...] Marlboro was also valued as the most valuable brand name in the world at $ 31.2 billion. This has resulted in a strong brand loyalty, which is considered as a positive product attribute. (Solomon&Bamossy, page 230) The fact that the women are more in the back (because the colors are more unclear and suffused) gives the advert a bit of movement and the feeling of reality. Also the fact that the men are pulling the women forward who seems to want to go in the opposite direction implies that the fun is with Camel and that there is no time to loose, but to get online and find out more about the Camel-Card). [...]
[...] 16- Anonymous, With Joe Camel out, government wants the Marlboro Man `down', Advertising Age, July Federal Trade Commission, MARLBORO ANALYSIS, June http://tobaccodocuments.org/ftc_rjr/CX000014.html 17. Peter Nulty, Living with the limits of Marlboro magic., Fortune; 3/18/ Bob Edwards, Profile: Origin of the Marlboro Man, Morning Edition 10/21/ Miguel Angel Gomez Jiménez, Qué hay en una marca?, Edición Dossat 1st edition 2002, pages 98-100, 166- AdCoach Academy, Praxis Workshop Werbung, Week page 115- http://www.ems.guj.de/Preise/index.php?id=26, information about the Stern magazine (in German) http://medialine.focus.de/PM1D/PM1DD/PM1DDB/PM1DDBA/PM1DDBAA/pm1ddbaa.ht information about the Focus Magazine (in German) 23. www.stern.de 24. www.focus.de 25. www.camel.de 26. Teoría del Color. [...]
[...] At the bottom one can see a normal sized logo in darker blue with the yellow camel and underneath, another peace of information for the customer: ?Cards and Camels now on www.camel.de?[4] (the webpage is also written in yellow). At the bottom of the page we can also see the required warnings. Comparison of the projected images The two adverts are both one page long, and they were found in similar magazines that target a more cultivated segment of the German population (the Marlboro was found in the inside and the Camel on the last side in a thicker material). [...]
À propos de l'auteur
Guillaume P.RESTAURATEUR Marketing international
- Niveau
- Expert
- Etude suivie
- communication
- Ecole, université
- ISC Paris
Descriptif de l'étude de cas
- Date de publication
- 2006-12-14
- Date de mise à jour
- 2006-12-14
- Langue
- anglais
- Format
- Word
- Type
- étude de cas
- Nombre de pages
- 18 pages
- Niveau
- expert
- Téléchargé
- 4 fois
- Validé par
- le comité de lecture
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