How Philip Morris International is Transforming — Stefano Volpetti // Philip Morris International

Philip Morris International, a well-known cigarette brand, wants to eliminate cigarettes and become a smoke-free products-led brand. What is powering this transformation, and how is the brand driving conversions? Let's get behind the scene and find out. In this episode, Stefano Volpetti, President of Smoke-Free Category & Chief Consumer Officer - IQOS, Philip Morris International, discusses how Phillip Morris is transforming, when it plans to enter the US market, and how.
About the speaker

Stefano Volpetti

Philip Morris International

- Philip Morris International

Stefano Volpetti is President of Smoke-Free Category & Chief Consumer Officer - IQOS at Philip Morris International

Show Notes

  • 02:22
    Which type of campaigns is Philip Morris International applying to get conversions?
    None. It is a highly regulated industry where they cannot do campaigns in many places, so the work is much more one-to-one and relies on customer experience.
  • 05:39
    How to use habit triggers to get more customers
    Not every customer will convert through your triggers, especially if your product is habit-changing. What gives?
  • 10:00
    When is the flagship IQOS smoke
    In May 2024, the marketing will be through targeted CRM for one-to-one engagement.
  • 11:20
    How is the non combustion component of smoke free less harmful than lighting a cigarette?
    The use of nicotine is not risk-free. But the absence of combustion eliminates 95% of the harmful substances from nicotine use. Evidence abounds in Japan and Italy, where hospitalization from smoking-related diseases is declining.
  • 13:43
    The difference between the smoke free IQOS product and vaping
    IQOS is a consumer electronic device that heats real tobacco and produces an aerosol without combustion; then vaping is a very different product. Vaping is heating a liquid that contains nicotine, so there's no tobacco.

Quotes

  • "This is a highly regulated industry where we cannot do any campaign in many places. Most of the conversion happens through consumer experience." - Stefano Volpetti

  • "The way we work is much more one-to-one, especially at the beginning of the journey, almost as a coach in the habit change. And the company is committed to this because our ambition is to eliminate cigarettes." - Stefano Volpetti

  • "The tobacco harm reduction equation. That is, our potential to reduce harm is related to being able to design a product that, because of the absence of combustion, significantly reduces harm and design a product that can be adopted by smokers that otherwise would continue to smoke." - Stefano Volpetti

  • "The one thing common to all the users, the smokers that can convert, is that they describe the conversion journey as it changed their life. He changed my life because, from the first days, I could breathe better and feel better. I got fewer complaints from relatives and meaningful others, and I can taste better." - Stefano Volpetti

  • "The use of nicotine is not risk-free. But the absence of combustion eliminates 95% of the harmful substances from nicotine use." - Stefano Volpetti

  • "In the world of smoke-free categories, there are three categories, heated tobacco. So, this IQOS, a consumer electronic device that heats real tobacco and produces an aerosol without combustion, then vaping is a very different product. Vaping is heating a liquid that contains nicotine, so there's no tobacco." - Stefano Volpetti

About the speaker

Stefano Volpetti

Philip Morris International

- Philip Morris International

Stefano Volpetti is President of Smoke-Free Category & Chief Consumer Officer - IQOS at Philip Morris International

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