The rise of heated tobacco products (HTPs) like Philip Morris International's IQOS device has introduced new challenges and opportunities in the realm of tobacco control. The recent study titled "IQOS point-of-sale marketing strategies in Israel: a pilot study" sheds light on the marketing practices employed by IQOS retailers in Israel, offering valuable insights for practitioners looking to enhance their skills in understanding and regulating emerging tobacco products.
The Importance of Point-of-Sale (POS) Marketing
In many countries, including Israel, advertising restrictions have pushed tobacco companies to focus their marketing efforts at the point-of-sale. This makes POS marketing a critical area for understanding how consumers are introduced to products like IQOS and HEETS. The study conducted in Israel provides a detailed look at the strategies used by retailers to promote these products.
Key Findings from the Study
- Product Placement: The study found that HEETS packages were often placed in prominent positions, separated from other tobacco products, and closer to consumers. This strategic placement is designed to catch the eye of potential buyers.
- Pricing Strategies: HEETS were priced approximately 9.5% higher than traditional cigarettes, which could influence consumer choices. Understanding pricing strategies is crucial for practitioners aiming to regulate and manage tobacco product sales effectively.
- Youth-Oriented Marketing: A significant number of retailers placed both cigarettes and HEETS near youth-oriented merchandise. This highlights the need for regulatory efforts to prevent exposure of tobacco products to young consumers.
- Merchant Attitudes: Retailers often perceived HTPs as less harmful and as potential tools for smoking cessation or harm reduction. These perceptions can influence how products are marketed and received by consumers.
Implications for Practitioners
The findings from this pilot study offer several implications for practitioners working in tobacco control and public health:
- Regulatory Frameworks: Practitioners should advocate for stronger regulations on POS marketing, especially concerning product placement and youth exposure.
- Pricing Policies: Understanding pricing strategies can help practitioners develop policies that discourage the use of HTPs by making them less financially appealing compared to traditional cigarettes.
- Educational Campaigns: There is a need for educational campaigns targeting both retailers and consumers about the potential risks associated with HTPs and the importance of adhering to age restrictions.
Encouraging Further Research
This pilot study is just the beginning. There is a need for further research to validate these findings across different settings and countries. Practitioners are encouraged to engage in or support research initiatives that explore the broader implications of POS marketing strategies on consumer behavior and public health outcomes.
Read the original research paper: IQOS point-of-sale marketing strategies in Israel: a pilot study
