Marlboro IQOS: Global Market Assessment and Marketing Strategy

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Introduction
The global environment has been evolving at a huge pace such that it is vital for the
organizations to enhance their existing practices to gain effectiveness. Marlboro is a
renounced brand under the umbrella of Philip Morris International and they have been
focusing on enhancing the presence of their product i.e. IQOS in the global market. It is vital
for the organization that they effectively assess the market environment to gain a
substantial advantage in the business. A potential marketing mix has been developed for
Marlboro regarding their product so that significant growth could be attained.
Product
The idea of heating tobacco has been in the market for more than two decades such that
the extensive research and development has resulted in the development of a product
which could fulfil the needs of the customer. IQOS is a tobacco heating system which
releases the flavourful nicotine-containing tobacco vapour where it does not burn the
tobacco. A normal tobacco cigarette is burned at 600°C which releases smoke and various
harmful chemicals. In contrast to this, the IQOS heats the tobacco at 350°C without any
smoke, fire, combustion, or ash. It results in a true taste of tobacco as it is heated not
burned which further result in the low level of harmful chemicals in comparison to the
cigarette smoke. The products contain vapour of nicotine which results in a smoke-free
product which is quite appealing to the smokers.
The IQOS is available for the customers in two versions such that the first version is
comprised of three components like charger, IQOS holder, and a heated tobacco unit. The
second version is considered as an integrated product which is a combination of holder and
charger that allows the consumer to use the product multiple times without recharging the
battery.
Customer Need
Smoking is injurious to health and the organizations working in the cigarette industry has
been working to enhance their operations for offering their products to the customers. IQOS
is an advanced cigarette product which fulfils the needs of the customers at a huge level.
The IQOS is a smart way through which the customers could enjoy the real taste of tobacco.

The harmful chemical released from IQOS is 90% less as compared to normal cigarettes. It
also results in less risk to the health of the customer if they continue smoking. The core
function of IQOS is that it heats the tobacco which set them unique in the market. The
heating of tobacco release the real taste of tobacco which helps the consumer in attaining
better experience.
The normal cigarettes result in fire and smoke while the IQOS not burns anything as there is
no fire involved in it which not result in any kind of damage or falling of ash. The smoke
through the IQOS is negligible which provide significant experience to the consumers. It is
because the aerosol produces from IQOS quickly dissipates in the environment. Also, the
product helps the customers in enjoying their cigarette without bothering others with the
smell of cigarette.

REFERENCES
IQOS, 2019. IQOS. A better alternative to smoking cigarettes. (Online) Available at:
https://co.iqos.com/en/products/iqos/benefits (Accessed on 12th July 2019).
PMI, 2019. OUR TOBACCO HEATING SYSTEM – IQOS. (Online) Available at:
https://www.pmi.com/smoke-free-products/iqos-our-tobacco-heating-system (Accessed on
12th July 2019).
PMI, 2019. Designing a Smoke-Free Future. (Online) Available at: https://www.pmi.com/
(Accessed on 12th July 2019).