A market research on the tobacco consumers in Portugal: what explains the success of IQOS and will it sustain in the future?

Abstract

The tobacco industry has been facing several transformations as technology evolves and consumers become increasingly health concerned. Philip Morris International leveraged on this trend and introduced IQOSin Portugal, converting severalsmokers to their heat-not-burn technology.ThisWorkProject analyses the viability of this product in the Portuguese market as well as the strategy behind its current success, through the comprehension ofthe complexity of the tobacco industry and segmentation and quantification of the tobacco consumers in Portugal. It isconcluded that IQOS isan established brand in Portugal, with several loyal consumers due to its convenient distribution and marketing strategy, which can still further penetrate the market through early mover advantages in the Portuguese Reduced Risk Products market.