Marketing Strategies of Leading Tobacco Companies in Developed Versus Emerging Markets: Exemplified by British American Tobacco and Philip Morris International Companies

Tobacco industry is one of the largest industries in the world. Around 6 trillion cigarettes are sold each year. The total tobacco market is estimated in more than $800 billion dollars in 2019. The industry covers all countries around the world having top tobacco consumption countries such as China, Indonesia, Russia, the United States of America, Japan, Korea, India, Brazil and others. And while the tobacco consuming trend of the world declines, tobacco companies solve that problem, developing new ways of customers’ capture – new marketing strategies. Global tobacco companies invent new products, create new marketing strategies switching to new auditory. Marketing strategies of leading tobacco companies such as British American Tobacco and Philip Morris International are changing nowadays due to changes in the tobacco industry all over the world. Tobacco companies have got wide variety of resources for development of new technologies, analysis of markets, analysis of customer preferences. Leading tobacco companies should develop their businesses and then their marketing strategies according to modern trends and changes in tobacco industry. Nowadays reduced-risk products are developing together with e-commerce. And that field of the market should be developed, especially in developed countries where more people may afford to buy reduced-risk products and who cares more about the health, while emerging markets has got more demand in traditional tobacco products due to the low prices in comparison with reduced-risk products.