Smart Option E-Cigarette Marketing Strategy
Company Introduction, Market Segmentation, and Product Positioning
Keenan Pierson
Dr. Steven Englehart
Marketing
October 28, 2013
A. The Company
Smart Option e-cigarette is a metal rechargeable electric cigarette brand, giving smokers an alternative smoking option to conventional tobacco products. Smart Option takes pride in putting an emphasis on making its e-cigarette as close as possible to the weight, size, feel, flavor and inhalation of real cigarettes. Targeting seasoned smokers, Smart Option e-cigarettes produce non-disposable smoking products. The Smart Option e-cigarette kit comes with an atomizer plus a cartridge with a flavor enhancer. Consumers enjoy the brand’s option of varied flavor enhancers but is popular, …show more content…
Consumers will see the cost savings over time, enjoying the versatility of the Smart ™ compatible rechargeable cartridges and chargers, making the overall product and its service even more attractive.
A report from the Centers of Disease Control and Prevention finds that one-fifth of Americans – about 46 million – are still smoking (“The Electric Cigarette,” 2010). Tobacco use is responsible for nearly 1 in 5 deaths in the United States (“SS Choice,” 2010). Users of conventional cigarette smoke are responding to the rise in health risk awareness, using e-cigarettes as a healthier alternative. Currently it is estimated that 1 in 40 smokers are now using e-cigarettes as an alternative (“The Electric Cigarette,” 2010), and the trend is growing at phenomenal …show more content…
E-cigarettes deliver nicotine without the harmful toxins found in tobacco smoke yet creates the same hand-to-mouth experience. Instead of lighting up, an electric cigarette has a cartridge that resembles a filter that heats nicotine into a vapor. An LED light glows at the tip during the inhale, simulating the glowing tip of a regular cigarette. It is a safer alternative to smoking, and reduces secondhand smoke exposure since they do not produce smoke. E-cigarettes are odorless, do not ruin breath nor does it yellow teeth unlike conventional cigarettes. In sum, e-cigarettes are a smarter smoking solution. E-cigarette users are “vaping” rather than smoking.
The sale of e-cigarettes is a niche business that is a growing segment of the tobacco industry, although no tobacco exists in eCigs. Created in 2003 by a Chinese pharmacist, the segment is emerging, and it is estimated that about a million people used electric cigarettes (Seltzer, 2011). Word about the product is spreading as consumers are becoming educated about the dangers of tobacco use and about the availability of smoke-free alternatives. Increased accessibility and universality will help the industry continue to
Keenan Pierson
Dr. Steven Englehart
Marketing
October 28, 2013
A. The Company
Smart Option e-cigarette is a metal rechargeable electric cigarette brand, giving smokers an alternative smoking option to conventional tobacco products. Smart Option takes pride in putting an emphasis on making its e-cigarette as close as possible to the weight, size, feel, flavor and inhalation of real cigarettes. Targeting seasoned smokers, Smart Option e-cigarettes produce non-disposable smoking products. The Smart Option e-cigarette kit comes with an atomizer plus a cartridge with a flavor enhancer. Consumers enjoy the brand’s option of varied flavor enhancers but is popular, …show more content…
Consumers will see the cost savings over time, enjoying the versatility of the Smart ™ compatible rechargeable cartridges and chargers, making the overall product and its service even more attractive.
A report from the Centers of Disease Control and Prevention finds that one-fifth of Americans – about 46 million – are still smoking (“The Electric Cigarette,” 2010). Tobacco use is responsible for nearly 1 in 5 deaths in the United States (“SS Choice,” 2010). Users of conventional cigarette smoke are responding to the rise in health risk awareness, using e-cigarettes as a healthier alternative. Currently it is estimated that 1 in 40 smokers are now using e-cigarettes as an alternative (“The Electric Cigarette,” 2010), and the trend is growing at phenomenal …show more content…
E-cigarettes deliver nicotine without the harmful toxins found in tobacco smoke yet creates the same hand-to-mouth experience. Instead of lighting up, an electric cigarette has a cartridge that resembles a filter that heats nicotine into a vapor. An LED light glows at the tip during the inhale, simulating the glowing tip of a regular cigarette. It is a safer alternative to smoking, and reduces secondhand smoke exposure since they do not produce smoke. E-cigarettes are odorless, do not ruin breath nor does it yellow teeth unlike conventional cigarettes. In sum, e-cigarettes are a smarter smoking solution. E-cigarette users are “vaping” rather than smoking.
The sale of e-cigarettes is a niche business that is a growing segment of the tobacco industry, although no tobacco exists in eCigs. Created in 2003 by a Chinese pharmacist, the segment is emerging, and it is estimated that about a million people used electric cigarettes (Seltzer, 2011). Word about the product is spreading as consumers are becoming educated about the dangers of tobacco use and about the availability of smoke-free alternatives. Increased accessibility and universality will help the industry continue to