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Rahul Das

Product and analytic... ‱ 10m

In the 1990s, it didn't matter if your bat was English or Kashmiri willow; all you wanted was one with an MRF or Reebok label because Sachin and Dhoni used them. Buying these bats was about connecting with your idols, not just the bat itself. This is called lifestyle marketing—when consumers buy into the lifestyle a product represents rather than the product itself. Marlboro mastered this tactic, transforming from 1% market share to a $58 billion giant. By introducing the rugged, independent Marlboro Man, they created an image of adventure, freedom, and masculinity. This powerful persona captivated audiences, tying the brand to the allure of the American West. Through lifestyle marketing, Marlboro built a devoted customer base and a strong brand image by appealing to dreams and emoti

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