IQOS point-of-sale marketing strategies in Israel: a pilot study
Abstract Background Philip Morris International’s IQOS (“I Quit Ordinary Smoking”) device has increasingly penetrated the global tobacco market. In Israel, among the first countries with IQOS in its market, the IQOS device is sold in specialty stores and online; the heat sticks – HEETS – are sold at...
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| Format: | Article |
| Language: | English |
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BMC
2019-01-01
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| Series: | Israel Journal of Health Policy Research |
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| Online Access: | http://link.springer.com/article/10.1186/s13584-018-0277-1 |
| _version_ | 1818370399864356864 |
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| author | Yael Bar-Zeev Hagai Levine Gil Rubinstein Ihab Khateb Carla J. Berg |
| author_facet | Yael Bar-Zeev Hagai Levine Gil Rubinstein Ihab Khateb Carla J. Berg |
| author_sort | Yael Bar-Zeev |
| collection | DOAJ |
| description | Abstract Background Philip Morris International’s IQOS (“I Quit Ordinary Smoking”) device has increasingly penetrated the global tobacco market. In Israel, among the first countries with IQOS in its market, the IQOS device is sold in specialty stores and online; the heat sticks – HEETS – are sold at traditional retailers. Advertising restrictions in many contexts including Israel have shifted industry marketing efforts to point-of-sale (POS). Given the nuances of IQOS and HEETS product distribution and the importance of POS marketing, we conducted a pilot study of IQOS POS marketing strategies. Methods Data collectors assessed product offerings, pricing, promotional strategies, and placement in a sample of 15 IQOS retailers (10 convenience stores, 3 grocery stores, 2 tobacco shops) in three Israeli cities (Beer-Sheva, Haifa, Jerusalem). Results All retailers sold cigarettes; many carried other forms of tobacco (e.g., cigar products). Average price for a HEETS package was 30.2 Shekels (SD = 2.7); average price for the least expensive cigarette pack was 27.4 (SD = 1.5). HEETS were on average 9.5% more expensive than cigarettes. Posted ads were uncommon; rather, product displays were prominent. HEETS packages were often placed in a separate display box, at higher and more noticeable positions, and closer to consumers. Additionally, 11 retailers placed cigarettes and 10 placed HEETS near youth-oriented merchandise; 9 retailers placed cigarettes and HEETS, respectively, within 1 m of the floor. Conclusions This study represents an initial step in assessing IQOS POS practices – critical in advancing the ability to facilitate related research and regulation of emerging tobacco products in Israel and more broadly. |
| first_indexed | 2024-12-13T23:39:08Z |
| format | Article |
| id | doaj.art-cc6acfc92f2544c3a80b7d036e0ac091 |
| institution | Directory Open Access Journal |
| issn | 2045-4015 |
| language | English |
| last_indexed | 2024-12-13T23:39:08Z |
| publishDate | 2019-01-01 |
| publisher | BMC |
| record_format | Article |
| series | Israel Journal of Health Policy Research |
| spelling | doaj.art-cc6acfc92f2544c3a80b7d036e0ac0912022-12-21T23:27:13ZengBMCIsrael Journal of Health Policy Research2045-40152019-01-01811410.1186/s13584-018-0277-1IQOS point-of-sale marketing strategies in Israel: a pilot studyYael Bar-Zeev0Hagai Levine1Gil Rubinstein2Ihab Khateb3Carla J. Berg4Braun School of Public Health and Community Medicine, Hadassah –Hebrew UniversityBraun School of Public Health and Community Medicine, Hadassah –Hebrew UniversityCentre for Smoking Cessation and Prevention, Division of Community Medicine, Faculty of Health, Ben-Gurion UniversityCentre for Smoking Cessation and Prevention, Division of Community Medicine, Faculty of Health, Ben-Gurion UniversityDepartment of Behavioral Sciences and Heath Education, Rollins School of Public Health, Winship Cancer Institute, Emory University Woodruff Health Sciences CenterAbstract Background Philip Morris International’s IQOS (“I Quit Ordinary Smoking”) device has increasingly penetrated the global tobacco market. In Israel, among the first countries with IQOS in its market, the IQOS device is sold in specialty stores and online; the heat sticks – HEETS – are sold at traditional retailers. Advertising restrictions in many contexts including Israel have shifted industry marketing efforts to point-of-sale (POS). Given the nuances of IQOS and HEETS product distribution and the importance of POS marketing, we conducted a pilot study of IQOS POS marketing strategies. Methods Data collectors assessed product offerings, pricing, promotional strategies, and placement in a sample of 15 IQOS retailers (10 convenience stores, 3 grocery stores, 2 tobacco shops) in three Israeli cities (Beer-Sheva, Haifa, Jerusalem). Results All retailers sold cigarettes; many carried other forms of tobacco (e.g., cigar products). Average price for a HEETS package was 30.2 Shekels (SD = 2.7); average price for the least expensive cigarette pack was 27.4 (SD = 1.5). HEETS were on average 9.5% more expensive than cigarettes. Posted ads were uncommon; rather, product displays were prominent. HEETS packages were often placed in a separate display box, at higher and more noticeable positions, and closer to consumers. Additionally, 11 retailers placed cigarettes and 10 placed HEETS near youth-oriented merchandise; 9 retailers placed cigarettes and HEETS, respectively, within 1 m of the floor. Conclusions This study represents an initial step in assessing IQOS POS practices – critical in advancing the ability to facilitate related research and regulation of emerging tobacco products in Israel and more broadly.http://link.springer.com/article/10.1186/s13584-018-0277-1Tobacco controlTobacco policyENDSTobacco marketing |
| spellingShingle | Yael Bar-Zeev Hagai Levine Gil Rubinstein Ihab Khateb Carla J. Berg IQOS point-of-sale marketing strategies in Israel: a pilot study Israel Journal of Health Policy Research Tobacco control Tobacco policy ENDS Tobacco marketing |
| title | IQOS point-of-sale marketing strategies in Israel: a pilot study |
| title_full | IQOS point-of-sale marketing strategies in Israel: a pilot study |
| title_fullStr | IQOS point-of-sale marketing strategies in Israel: a pilot study |
| title_full_unstemmed | IQOS point-of-sale marketing strategies in Israel: a pilot study |
| title_short | IQOS point-of-sale marketing strategies in Israel: a pilot study |
| title_sort | iqos point of sale marketing strategies in israel a pilot study |
| topic | Tobacco control Tobacco policy ENDS Tobacco marketing |
| url | http://link.springer.com/article/10.1186/s13584-018-0277-1 |
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