Philip Morriss new image campaign.doc

 PAGE \* MERGEFORMAT 5 Philip Morris’s new image campaign January 27, 2003, the world’s largest and most profitable U.S. tobacco companies - Philip Morris, Inc. (hereinafter referred to as Philip Morris Company), officially changed its name to Altria Group. As a manufacturer of Marlboro cigarettes, Philip Morris’s name in every corner of the world-renowned. But over the years, tobacco control campaign momentum in the United States a wave after wave, Philip Morris has become a repeated target of attacks and to prosecute. Name change later, Altria Group, which under the aegis of the umbrella, Philip Morris’s name refers to the tobacco industry in the future will be dedicated to such a result, the former Philip Morris under the other industries (such as the famous Kraft General Foods) , it will be with the tobacco industry separates. The face of tobacco control, this new image campaign, no doubt to the Philip Morris Company played a cardiac stimulant. Although the anti-smoking campaign in China, has not yet in full swing, but the full swing of the day will come, hope this essay will give a positive diversification of industry, the tobacco companies to enter China, a little enlightenment. Why is renamed As early as 1989, Philip Morris began to discuss the name change issue, after a twelve-consuming investigation, research and demonstration, until the end of 2001 will be announced only changed its name to Altria Group. Philip Morris changed its name to the company’s executives believe that only can be resolved by the anti-smoking movement brought about a series of headaches. Philip Morris Company’s advisory group Wirthlin (Wirthlin Group) found that, while Philip Morris in tobacco and food industry dominance ranks, but Philip Morris is relatively low degree of brand recognition, and this recognition is almost entirely and tobacco link together with the negative image. Therefore, Wirthlin believes that only changed its name to be possible to conceal such a negative