The yearly production number for the Swiss cigarette market is around 10’627 millions pieces. Therefore, the Swiss cigarette market is rather large and has many players. Marlboro is the most sold cigarette brand in Switzerland. As a market leader, Marlboro differentiates its cigarettes with a clear positioning in the high price segment. The brand has been targeting rather older people, in contrast to brands such as Parisienne or Chesterfield who are targeting very young people. However, in 2012 the brand was repositioned in order to distance itself from the mature image. With its new campaign “DON’T BE A MAYBE”, the brands targets people between the age of 18 to 30.
Positioning Map Marlboro – Swiss Market
MARLBORO BRAND ASSET MANAGEMENT 
a positioning diagram like this usually increases understanding about what the brand stands against.