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Evaluation of IQOS Marketing Campaign within an Ethical Context

Student: Anastasia Sidelnikova

Supervisor: Maxim Storchevoy

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Management (Bachelor)

Final Grade: 7

Year of Graduation: 2019

In the 21st century, the industry of tobacco and nicotine-containing products is developing despite the fact of strict law regulation around the world. The development of the tobacco industry is closely related to the number of nicotine consumption. Still, the World Health Organization actively fights the tobacco market and limits their influence in the global market. Nevertheless, new tobacco products appear on the market and one of them is IQOS. IQOS is not regulated by law as other smoking instruments according to the smokeless technology. This raises the ethical issue of how IQOS marketing should be built to stay in social norms. The research aim of my study is to identify and to prevent unethical ways of IQOS marketing campaign by analyzing customers perception of being targeted by IQOS. The paper is going to analyze literature according e-cigarettes and IQOS, marketing of such products and ethics of cigarettes. To reach the goal of the research online questionnaire was conducted and personal interviews are held to get additional comments from IQOS employees. The study is useful for tobacco companies for a deeper understanding the customer needs and preferences and how to promote new products in an ethical way. Key words: Marketing, advertising, ethics, tobacco products, e-cigarettes, IQOS, addiction

Full text (added May 27, 2019)

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