Pagano, Federico (A.A. 2022/2023) How Philip Morris achieved a paradigm shift in the tobacco industry and consumer attraction. Tesi di Laurea in Management, Luiss Guido Carli, relatore Francesca Vicentini, pp. 43. [Bachelor's Degree Thesis]

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Abstract/Index

Exploring the complexities and transformations in tobacco consumption. Evolution of tobacco industry and shift towards harm reduction and alternative products. Factors driving tobacco addiction. Understanding Philip Morris and IQOS. Philip Morris international overview. Vision: mot just a cigarette company. Mission: a smoke-free future. Unsmoke campaign. The science behind IQOS. VRIO of IQOS. Marketing and branding strategies. Revolutionizing tobacco sales and branding. Seamless customer assistance. Philip Morris' innovative marketing approach in Germany. Reinventing tobacco marketing through lifestyle integration. PMI's efforts to promote IQOS as a safer alternative. The immersive IQOS shopping experience. Health and safety implications. Challenging IQOS as a smokeless harm-reduction solution. Consumer perception and adoption, behavior, consumption. Influence of marketing and sensory experience on IQOS perceptions. Online survey made by the author. Challenges and future outlook.

References

Bibliografia e sitografia: pp. 42-43.

Thesis Type:	Bachelor's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Bachelor's Degree Programs > Bachelor's Degree Program in Economics and Business, English language (L-33)
Chair:	Management
Thesis Supervisor:	Vicentini, Francesca
Academic Year:	2022/2023
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	25 Mar 2024 15:24
Last Modified:	25 Mar 2024 15:24
URI:	https://tesi.luiss.it/id/eprint/38306

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