IQOS销售点营销:以色列阿拉伯和犹太社区之间的比较
Amal Khayat1, Hagai Levine2, Carla J Berg3
1Braun School of Public Health and Community Medicine, Faculty of Medicine, The Hebrew University of Jerusalem - Hadassah Medical Center, Ein Kerem, PO Box 12272, 911200, Jerusalem, Israel. amal.khayat@mail.huji.ac.il.
Israel journal of health policy research
|August 16, 2024
概括
菲利普·莫里斯国际公司
科学领域:
- 烟草控制研究 烟草控制研究
- 公共卫生监督是对公共卫生的监督.
- 营销和消费者行为分析分析.
背景情况:
- IQOS (菲利普莫里斯国际公司的加热烟草产品) 拥有全球最大的市场份额.
- 与以色列犹太人口相比,在阿拉伯人口中观察到更高的IQOS和电子烟使用率.
- 这项研究调查了以色列阿拉伯和犹太社区的IQOS销售点营销和监管合规差异.
研究的目的:
- 为了比较以色列阿拉伯和犹太社区之间的IQOS销售点营销策略.
- 评估IQOS在这些不同的社区类型中营销的监管合规性.
- 识别营销方法和遵守法规中的任何人口或基于位置的差异.
主要方法:
- 综合了来自零售商调查和在以色列五个主要城市的销售点审计的数据.
- 在2020年12月至2021年7月期间进行,后实施营销限制 (禁止展示,平面包装).
- 使用统计分析 (奇平方,费舍尔精确,曼惠特尼) 和主题分析来比较营销策略和合规性.
主要成果:
- 大多数营销策略是统一的;然而,阿拉伯社区的零售商报告了更多的IQOS派对邀请和与公司代表的个人沟通.
- 菲利普·莫里斯国际的代表在两个社区类型中提供了支持,以实施展示禁令.
- 与犹太社区相比,阿拉伯社区的销售点对展示禁令的遵守程度较高,但对普通包装法规的遵守程度较低.
结论:
- 虽然整体营销策略几乎没有差异,但菲利普莫里斯国际采用了文化相关的营销策略,特别是在阿拉伯社区.
- 对烟草销售点营销的持续监测至关重要.
- 未来的监测应强调营销和合规方面的人口和基于位置的变化.
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