Pprogetto di analisi marketing

Philip Morris International: IQOS Iluma delivering a smoke free future

Executive summary

Philip Morris International (PMI) is one of the world’s leading international tobacco companies. Headquartered in New York City and listed on the New York Stock Exchange (NYSE: PM).

PMI is building its future on replacing cigarettes with smoke-free products that - while not risk-free - are a far better choice than cigarette smoking, as stated by the Food & Drugs Administration (FEMA).

The smoke free product is IQOS (I Quit On Smoking), supported by a heating tobacco technology. Now PMI is about to launch its new IQOS in its product line: IQOS ILUMA. R&D scientists, markets million of the world’s top production employees engineers and where our consumers international 15 facilities around the technicians working on products are brands, including worldwide worldwide world smoke-free products sold Marlboro.

Market summary

As a leader in the cigarettes producing industry, PMI knows the market for tobacco products and possesses a significant share of the market. Since the active substance of nicotine found in cigarettes is addictive, the analyzed market is one of the most fixed, indeed 1.1 billion people 80% of smokers are daily users and 847 million smoke cigarettes. When it comes to heated tobacco products, PMI is already a reference point in a market poised to grow by $ 22.22 billions during 2020-2024, progressing at a CAGR of over 26% during the forecast period.

Market summary and target segment

IQOS ILUMA has the objective of increasing the number of users already active in the IQOS world. Indeed 14.9 millions of adults switched to IQOS and quit smoking cigarettes. The already released IQOS series set IQOS as the main choice for heating tobacco, with very few competitors.

IQOS ILUMA will target as stated in PMI’s marketing standards: adult smokers willing to quit.

Positioning & competitive advantage

Positioning Statement: For individuals who want to stop smoking, IQOS ILUMA is the newest smoking device that gives the consumer a healthier alternative to cigarettes with its new tobacco heating system which delivers a cleaner, effortless and more enjoyable experience than the competitors and the previous IQOS models.

Positioning & competitive advantage

Philip Morris will position itself and its product as the premier company for smoking devices serving domestic and international market.

The brand is situated in the top right part of the positioning map, which means that consumers perceive it as high price for high quality.

Positioning & competitive advantage

Competitive advantage is achieved by IQOS ILUMA through:

• Brand Image Recognition (thanks to previous models)
• Proprietary Technology (unique) – (no maintenance-cleaner-effortless)
• Differentiation (variety of models)