On April 2, 1993 Philip Morris USA has launched a comprehensive program of complex consumer and retail promotion indefinitely, which effectively reduced the retail price of its flagship brand, Marlboro, by 20% in the U.S. market. This program represents a significant shift in strategy for Philip Morris to reverse the alarming decline in the share market Marlboro, which occurred in the highly competitive price of the discount brands. Given the status of Marlboro as one of the leading brands in the world and changes in the environment of consumer marketing, the dates of these actions were announced immediately that says "Marlboro Friday" and heralded as a landmark in the history of marketing. This case describes the state of the cigarette industry in the early 1990s, examines the history of Philip Morris and Marlboro, and sets out the main elements of the radical defense strategy launched Marlboro Friday. Unless steps are sharp Marlboro brand strategy and brand management enlightened? What were the long-term effects Marlboro Friday? "Hide
by Alvin J. Silk, Bruce Isaacson Source: Harvard Business School 20 pages. Publication Date: September 19, 1995. Prod. #: 596001-PDF-ENG
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