Philip Morris - Unethical Marketing Practices*



Mini Case Code : CLIM042
Publication date : 2005
Subject : International Marketing
Industry : Cigarette Manufacturing
Length : 04 Pages
Price : Rs. 100

To download this case click on the button below, and select the case from the list of available cases:

International Marketing
Short Case Studies

Marketing Case Studies **
ICMR Case Study Collection
ICMR Courseware
View Detailed Pricing Info

Key words:

Marketing practices, advertising campaigns, health hazards, unethical practices, multinational conglomerates, advertising, tobacco-related products, smoking, tobacco advertising, Philip Morris International Inc. (Philip Morris), cigarette manufacturer, Marlboro, market share, negative publicity, light cigarettes, promotional and marketing activities, low tar cigarettes, tobacco companies, promotional campaigns, Marlboro Lights, tar and nicotine, anti-tobacco campaigns, socially responsible company


* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.


ICMR India ICMR India ICMR India ICMR India RSS Feed

The caselet discusses the deceptive advertising campaigns for cigarette products. It focuses on the advertising strategy followed by Philip Morris, a leading cigarette manufacturing company in the world. It shows how the company resorted to various business strategies to tackle the restrictions imposed on tobacco advertising.


Government's ban on tobacco advertising
Strategies adopted by tobacco companies to counter negative publicity
Promotional and marketing practices adopted by Phillip Morris


U.S. tobacco companies have lured American smokers over the years through their deceptive marketing practices, manipulated advertising campaigns ignoring the health hazards due to smoking, and even indulged in political lobbying.

Continuing with their unethical practices, they have grown into enormous multinational conglomerates. Considering the health hazards that use of tobacco causes to society, and also the growing concern among the public, the US government imposed certain restrictions on the advertising of tobacco-related products in order to prevent children and teenagers from falling a prey to the perils of smoking.

The government's intervention forced the tobacco companies to try out new techniques and strategies to sell their products.

The imposition of restrictions on tobacco advertising did little to help the government prevent these companies from selling their products to young people...

Questions for Discussion:

1. How did the imposition of regulations with regard to advertising of tobacco products affect Philip Morris?

2. Discuss the various strategies adopted by Philip Morris to keep up its cigarette sales and market share.