Marlboro Friday refers to April 2, 1993, when Philip Morris announced a 20% price cut to their Marlboro cigarettes to fight back against generic competitors, which were increasingly eating into their market share. Since the Marlboro man was an image that stood since 1954, it was considered one of the biggest marketing icons, investors reasoned that to see the Marlboro icon give in to a price war, the marketing itself must be ineffective. As a result of plummeting stock value in major American brands, 1993 marked a slight decrease in U.S. ad expenditures.
| Attributes | Values |
|---|
| rdfs:label
| - Marlboro Friday (ca)
- Marlboro Friday (en)
|
| rdfs:comment
| - Marlboro Friday (El Divendres Marlboro) fa referència al 2 d'abril del 1993, quan Philip Morris va anunciar un retall al preu de les cigarretes Marlboro en un 20% per plantar cara als competidors que s'estaven menjant la seva posició al mercat. Com a resultat, el valor de Philip Morris va caure un 26% i el valor d'altres productes de companyies de marca, com Heinz, Coca-Cola i RJR Nabisco va caure també. En total, el S&P 500 Index va caure un 1,98% aquell dia. (ca)
- Marlboro Friday refers to April 2, 1993, when Philip Morris announced a 20% price cut to their Marlboro cigarettes to fight back against generic competitors, which were increasingly eating into their market share. Since the Marlboro man was an image that stood since 1954, it was considered one of the biggest marketing icons, investors reasoned that to see the Marlboro icon give in to a price war, the marketing itself must be ineffective. As a result of plummeting stock value in major American brands, 1993 marked a slight decrease in U.S. ad expenditures. (en)
|
| foaf:depiction
| |
| dcterms:subject
| |
| Wikipage page ID
| |
| Wikipage revision ID
| |
| Link from a Wikipage to another Wikipage
| |
| Link from a Wikipage to an external page
| |
| sameAs
| |
| dbp:wikiPageUsesTemplate
| |
| thumbnail
| |
| has abstract
| - Marlboro Friday (El Divendres Marlboro) fa referència al 2 d'abril del 1993, quan Philip Morris va anunciar un retall al preu de les cigarretes Marlboro en un 20% per plantar cara als competidors que s'estaven menjant la seva posició al mercat. Com a resultat, el valor de Philip Morris va caure un 26% i el valor d'altres productes de companyies de marca, com Heinz, Coca-Cola i RJR Nabisco va caure també. En total, el S&P 500 Index va caure un 1,98% aquell dia. La revista Fortune va parlar del Marlboro Friday com "el dia que l'home de Marlboro va caure del cavall"". Els inversors van interpretar la baixada de preu com un reconeixement de la derrota de la marca Marlboro, que Philip Morris no podia seguir competint amb aquells alts preus si volia competir amb altres marques genèriques. L'home de Marlboro va ser una imatge que va mantenir-se des 1954, va ser considerada una de les més grans icones del màrqueting. Els inversors van entendre que veure com l'home de Marlboro entrava en una guerra de preus deixava el màrqueting com a inefectiu. Com a resultat de la pèrdua dels valor de les més grans marques nord-americanes el 1993 va suposar un lleuger descens a les despeses per publicitat als Estats Units. Les companyies van començar a invertir més en promocions més que no pas en publicitat. El 1983 als EUA, la mitjana de despesa en màrqueting era 70% publicitat i 20% promocions, el 1993 va fer un gir total a 70% promocions i 20% publicitat. Va ser l'única baixada des 1970. En aquell moment, aquest moment va ser titllat com a significant de "la mort de la marca" i com l'arribada d'una generació de consumidors que donen més atenció al valor real dels productes i no als noms de les marques. Aquest punt de vista va comprovar-se erroni, perquè la resta de la dècada va ser dominat per les marques i campanyes de màrqueting de gran despesa. (ca)
- Marlboro Friday refers to April 2, 1993, when Philip Morris announced a 20% price cut to their Marlboro cigarettes to fight back against generic competitors, which were increasingly eating into their market share. As a result, Philip Morris's stock fell 26%, and the share value of other branded consumer product companies, including Coca-Cola and RJR Nabisco, fell as well. The broad index fell 1.98% that day.Fortune magazine deemed Marlboro Friday "the day the Marlboro Man fell off his horse." for Philip Morris Investors interpreted the price slash as an admission of defeat from the Marlboro brand, that Philip Morris could no longer justify its higher price tag and now had to compete with generic brands. Since the Marlboro man was an image that stood since 1954, it was considered one of the biggest marketing icons, investors reasoned that to see the Marlboro icon give in to a price war, the marketing itself must be ineffective. As a result of plummeting stock value in major American brands, 1993 marked a slight decrease in U.S. ad expenditures. It was the only decrease to occur since 1970. At the time, this event was regarded as signifying "the death of a brand" and the advent of a "value-minded" consumer generation who pay more attention to the real value of products and not the brand names. This view soon proved to be incorrect, with the rest of the decade's economy as well as the 2000's to present being dominated by brands and driven by high-budget marketing campaigns. (en)
|
| prov:wasDerivedFrom
| |
| page length (characters) of wiki page
| |
| foaf:isPrimaryTopicOf
| |
| is Link from a Wikipage to another Wikipage
of | |
| is foaf:primaryTopic
of | |
![[RDF Data]](/fct/images/sw-rdf-blue.png)
![[cxml]](/fct/images/cxml_doc.png)
![[csv]](/fct/images/csv_doc.png)
![[text]](/fct/images/ntriples_doc.png)
![[turtle]](/fct/images/n3turtle_doc.png)
![[ld+json]](/fct/images/jsonld_doc.png)
![[rdf+json]](/fct/images/json_doc.png)
![[rdf+xml]](/fct/images/xml_doc.png)
![[atom+xml]](/fct/images/atom_doc.png)
![[html]](/fct/images/html_doc.png)
