Pprogetto di analisi marketing

SMARTCORE INDUCTION SYSTEM

CLEAN, EFFORTLESS AND ENJOYABLE TOBACCO EXPERIENCE

The innovative heating technology heats the tobacco from within the new TEREA SMARTCORE STICK. These bladeless devices offer a cleaner way to heat tobacco from the core without burning it.

• No combustion
• No smoke
• No ash
• No tobacco residue
• No need to clean the device… ever.

LOWER LEVELS OF HARMFUL CHEMICALS COMPARED WITH CIGARETTES.

TEREA SMARTCORE STICKS

Specially designed heated tobacco units for exclusive use with the IQOS ILUMA device, to delight the senses with a wide range of both new and familiar flavors.

The metal heating COMPONENTS element coated with - tobacco plug stainless steel heats - filter the tobacco from - cooling plug within through - protective wrap induction.

TEREA WILLOW

A tobacco blend with crisp menthol cooling sensations complemented with citrus nuances and aromas of spicy herbs.

TEREA MAUVEWAVE

A tobacco blend infused with crisp menthol cooling sensations and indulgent dark forest fruit

Not to be used

with the original aroma nuances.
blade series of heated tobacco

IN THE BOX

IQOS ILUMA HOLDER

Part of the SMARTCORE INDUCTION SYSTEM. It is bladeless, the tobacco isn't pierced so the device stays clean.

IQOS ILUMA POCKET CHARGER

Made from anodized aluminum with a textured wrap. It will power the Holder 20 times, subject to battery degradation and use over time.

POWER ADAPTOR

CHARGING CABLE

PRODUCT

PMI has developed and produced several heated tobacco products (HTPs) under its IQOS brand, also known as tobacco heating systems and heat-not-burn products.

PMI's HTPs heat the tobacco just enough to release a nicotine-containing tobacco vapor, but without burning the tobacco.

These HTPs are designed for use by adults who would otherwise continue to smoke or use nicotine products. They are not intended for use as cessation devices. Obviously, the best thing any adult smoker can do is to quit tobacco and nicotine altogether. However, this is not easy at all, and moving to a smoke-free alternative, such as

PMI's HTPs, is a better choice for those who would otherwise continue to smoke. Cigarettes burn tobacco at high temperatures, producing ash, tar and smoke that contains high levels of harmful chemicals. But IQOS heats tobacco to significantly lower temperatures, without burning it, and therefore produce no fire, ash or smoke. Because the tobacco is heated and not burned, the average levels of harmful chemicals are significantly reduced compared to cigarette smoke.

Initial generations of PMI's HTP series use blade heating technology, and these are designed to be used with specific heated tobacco units, called HEETS. IQOS ILUMA is the last generation of HTP which uses induction to heat the tobacco and is launched in 2021. These devices use specific heated tobacco units called TEREA SMARTCORE STICKS.

PRICE: The product is currently available in Japan and Switzerland. The manufacturer suggested retail price (including tax) is 12,980 Japanese yen (about €100) for the flagship model.

“IQOS ILUMA Prime” e 8.980 yen giapponesi per il modello standard “IQOS ILUMA”. In Svizzera il prezzo di lancio è di 139 CHF (€130). Questo è il risultato di diversi investimenti nello sviluppo della nuova tecnologia a induzione, delle nuove caratteristiche di design e del costo opportunità dei vecchi modelli. È un prezzo altamente competitivo, considerando che i modelli precedenti avevano un costo leggermente inferiore al momento del lancio. Saranno disponibili un totale di 11 tipi di “TEREA Sticks” al costo di circa €4,20. PROMOZIONE In tutta Europa, Asia e Sud America, l'azienda di tabacco ha associato il marchio IQOS a festival musicali ed esposizioni d'arte. L'azienda fa anche marketing attraverso lounge IQOS presso resort di montagna nei Pirenei e in quartieri alla moda di Roma. Tali promozioni fanno parte di una strategia di "normalizzazione" da parte di Philip Morris per eliminare l'immagine di fornitore di sigarette dannose e presentare la differenza tra IQOS e le sigarette.to distinguish IQOS from smoking, new smoking alternatives as youthful, through partnerships with restaurants and lifestyle products. bars who designate themselves as "IQOS friendly" spaces, where cigarettes are forbidden but the IQOS device is allowed. This marketing strategy mimics that of tobacco companies in the mid-20th century. PLACE AND LOGISTIC Regarding the distribution of the product, PMI decided to get the support of AVANTGARDE, a firm operating in the retail sector. They have hired, trained and managed more than 450 IQOS store experts and are operating IQOS stores in key markets in Europe. Avantgarde designed an end-to-end, direct-to-consumer retail journey for IQOS, creating buzz in the market and converting conventional smokers to IQOS. From ideation and implementation to back- and front-end operations and real-time data analytics, Avantgarde developed custom systems for IQOS, incorporating marketing activities and promotions. STRENGTHS - Instead of burning tobacco, IQOS

ILUMA heatsit to a controlled temperature (IQOSHeatControl). This mechanism other thanreleasing real tobacco flavor and nicotinecreates a healthier alternative to smokingcigarettes. Iqos emits 95% less harmfulchemicals compared to cigarettes.

• IQOS is better for the environment.
• IQOS provides a better alternative for smokers.
• IQOS ILUMA has a unique design, notonly aesthetically pleasing, but alsofunctional, as there is no combustion,there is no smoke, no ashes andconsequently no lingering smell.