On September 20th, local time in Germany, the 2Firsts team had an in-depth discussion with Beate Kunz, the Public Relations Manager of Philip Morris International (PMI) Germany at a tobacco exhibition in Dortmund. According to her, PMI's efforts in the new tobacco market have been successful in recent years, with their e-cigarette brand VEEV, smokeless nicotine product ZYN, and nicotine-free product ZERA all achieving impressive results globally.
VEEV is gradually shifting towards promoting pod system products.
Beate expressed that the market feedback for PMI's e-cigarette brand VEEV has been very positive since its launch in Germany in May 2023. VEEV has entered over 30 global markets and has attracted first-time e-cigarette users by introducing affordable disposable e-cigarettes (500 puffs, priced at 7.9 euros).
Beate explained that this product offers users a convenient transitional option, helping them gradually switch to a more economical pod system (2000 puffs, priced at 30 euros), enabling long-term use.
Currently, VEEV offers 7 flavors, including berries, in the German market and plans to introduce 4 more flavors in November. The company aims to continue enriching its product portfolio to meet the diverse taste preferences of consumers. Additionally, Beate hinted that next year VEEV may launch a smaller, longer-lasting smart device to further enhance the consumer experience.
ZYN: Striving to enter the German market by 2025.
Philip Morris International's smokeless nicotine product ZYN was launched after acquiring Swedish Match. Although it is currently only being sold in five markets, it has achieved significant success in the US market, with shortages even occurring in some regions.
To meet market demand, PMI has invested heavily to support the expansion of ZYN in the market.
Beate stated that ZYN has not yet entered the German market. Due to restrictions on the sale of ZYN in Germany, PMI is actively communicating with the local government in hopes of successfully launching ZYN in the German market by 2025. PMI believes that ZYN, as a smoke-free nicotine alternative product, has tremendous market potential.
IQOS: The future will gradually expand sales channels.
Beate revealed that in addition to VEEV and ZYN, PMI has also launched the LEVIA series of tobacco heating pod products, which are designed to provide a denser and smoother taste. This product is specifically tailored for consumers who are looking to break free from nicotine dependence, offering them a healthier alternative.
Beate said that the launch of LEVIApod further solidifies PMI's leadership position in the emerging tobacco market.
In the German market, PMI also deepened brand influence through a series of marketing activities. VEEV sponsored several music festivals in Germany, successfully attracting the attention of the younger consumer group.
At the same time, PMI plans to further expand its sales channels. Currently, IQOS is only sold through its own channels, but in the future, it will gradually expand based on market feedback in order to improve the product's market penetration rate.
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