Sales-promotion in Latin America
By Colleen Veliz
The project will address marketing methods, other than advertising, used in Latin America, and compare this to methods used in the United States. The tobacco industry operates as a global force, regarding the world as its operating market by planning, developing and marketing its products on a global scale. The Philip Morris Company has used a wide range of methods to buy influence and power and penetrate markets across the world. The objective of this project is to understand the strategies Phillip Morris uses to target people in Latin America. Three ways to target people to buy are sponsorships, free trials and prizes. The project will investigate how the cigarette brand Marlboro and other tobacco industries associate sales-promotion with popular events in Latin America. Examples of sponsorships in which Philip Morris spends money in, include car racing, horseback racing and soccer games. The project will also look into the image portrayed by that of the Marlboro advertising campaign to increase sales and how the industry continues to excel after the constant preaching of anti-smoking organizations in the United States.
CAME, I SAW, I CONQUERED"
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