Tobacco has an important place in the world economy, and tobacco production and processing employs a large number of people. The tobacco industry in the world is extremely consolidated. Almost the entire world cigarette industry is controlled by four world producers, so it is difficult for small manufacturers to survive in such markets. It is a great challenge to tailor the product to every market. By introducing a ban on advertising in the media the consumption of tobacco products was somewhat reduced. Tobacco industry companies have shifted from direct advertising to indirect advertising, such as sponsorship, sales, and promotion of branded products. Choosing the right marketing synergy brings profits to companies, market competitiveness and consumer satisfaction, thus pointing to the direction in which the company has to move and what their products have to offer. Marketing activities must be geared to the rapid recognition of possible market changes, their impact on consumers and rapid adaptation to emerging situations. Enterprises in their business concept are bound to focus on the thinking of the ultimate consumer, the users of their products and their personality. Consequently, the marketing concept has a dominant role in the overall business of the tobacco industry. Successful implementation of the marketing concept in tobacco industry companies enables faster and more effective communication with consumers through strategic planning and strong brand building, resulting ultimately by expanding the market position and optimizing the use of the company resources.