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Marlboro

Company: Hanjaya Mandala Sampoerna Tbk PT 
Brand value: US$1,867 million
Year on year change: 12%
Headquarter city: Jakarta 
Industry: Tobacco 
Year formed: 1984 
 
 
Marlboro is universally known and is the largest-selling cigarette brand in the world. The brand no longer uses the famous ‘Marlboro Man’ cowboy imagery that for decades featured in its communications, and now uses music and sporting events and competitions with big, valuable prizes as promotional vehicles. Its most recent campaigns, including ‘Ride to Barcelona’ have focused on motorsports. Product developments in the past year include a new, firm filter designed to improve the consistency of flavor,  and new packaging.
 
Cigarette advertising is highly restricted in Indonesia, but is more liberal than in most other markets around the world. Tobacco excise tax will be raised in 2017 as the government works to reduce smoking. Marlboro is owned by Philip Morris International, which is listed on the New York Stock Exchange, and is distributed in Indonesia by Hanjaya Mandala Sampoerna, which is listed on the Indonesia Stock Exchange and is majority owned by PMI.