背景:菲利普莫里斯国际公司的IQOS,用它的热棒(HEETS),是全球市场份额最大的加热烟草产品。阿拉伯人的IQOS和/或电子烟使用率较高犹太人在以色列本文旨在比较IQOS销售点营销策略,和阿拉伯与法规遵从性以色列的犹太社区。
方法:我们整合了两项独立研究的数据,包括对IQOS零售商的横断面调查(2020年12月至2021年4月)以及在以色列5个大城市销售IQOS/HEETS(2021年4月至2021年7月)的销售点审计。包括销售点展示禁令和普通包装在内的营销限制在以色列生效后(2020年1月)。调查包括69个销售点(21个阿拉伯人,48个犹太社区),审计包括129个销售点(48个阿拉伯人,81个犹太社区)。使用卡方检验对阿拉伯和犹太社区销售点之间的IQOS营销策略进行了比较,费希尔精确检验或曼-惠特尼检验,视情况而定。主题分析用于分析开放式问题。
结果:调查显示,大多数营销策略,例如向客户促销,在阿拉伯和犹太社区的销售点是统一的。最值得注意的差异是,来自阿拉伯社区的零售商被邀请参加IQOS派对的比例更高(47.6%与21.7%,p<0.05),并报告了与菲利普莫里斯国际公司代表的个人沟通(80.0%vs.51.2%,p<0.05)。此外,菲利普莫里斯国际公司的代表通过提供免费合规的橱柜和产品放置说明,协助阿拉伯和犹太社区的销售点实施展示禁令,并直接与客户互动。审计表明,阿拉伯社区的销售点更符合展示禁令(25.5%与8.8%,p<0.05),但不符合普通包装(62.5%与79.3%,p<0.05)。
结论:在阿拉伯与阿拉伯的销售点之间,IQOS营销没有太多明显差异犹太社区,但是菲利普莫里斯国际公司利用了具有文化意义的营销元素,尤其是阿拉伯社区的销售点,例如更多的个人交流和邀请社交活动。需要持续监督烟草销售点的营销和立法合规性,特别关注基于人口/位置的差异。
BACKGROUND: Philip Morris International\'s IQOS, with its heatsticks (HEETS), is the heated tobacco product with the largest global market share. IQOS and/or electronic cigarettes use rate is higher among Arabs vs.
Jews in Israel. This paper aims to compare IQOS point-of-sale marketing strategies, and regulatory compliance in Arab vs. Jewish neighborhoods in Israel.
METHODS: We integrated data from two separate studies including a cross-sectional survey with IQOS retailers (December 2020-April 2021) and audits of points-of-sale that sold IQOS/HEETS (April 2021-July 2021) in 5 large cities in Israel, after marketing restrictions including a points-of-sale display ban and plain packaging became effective in Israel (January 2020). The survey included 69 points-of-sale (21 Arab, 48 Jewish neighborhoods) and the audits included 129 points-of-sale (48 Arab, 81 Jewish neighborhoods). Comparisons of IQOS marketing strategies between points-of-sale in Arab and Jewish neighborhoods were conducted using Chi-Square test, Fisher\'s exact test or Mann-Whitney test, as appropriate. Thematic analysis was used to analyze open-ended questions.
RESULTS: The survey showed that most marketing strategies, such as promotions to customers, were uniform across points-of-sale in Arab and Jewish neighborhoods. The most noteworthy differences were that a higher proportion of retailers from Arab neighborhoods were invited to IQOS parties (47.6% vs. 21.7%, p < 0.05) and reported personal communication with a Philip Morris International\'s representative (80.0% vs. 51.2%, p < 0.05). Additionally, Philip Morris International\'s representatives assisted points-of-sale in both Arab and Jewish neighborhoods in implementing the display ban by providing free compliant cabinets and product placement instructions, and directly interacted with customers. The audits showed that points-of-sale in Arab neighborhoods were more compliant with the display ban (25.5% vs. 8.8%, p < 0.05), but less compliant with plain packaging (62.5% vs. 79.3%, p < 0.05).
CONCLUSIONS: There were not many notable differences in IQOS marketing across points-of-sale in Arab vs. Jewish neighborhoods, but Philip Morris International utilized marketing elements of cultural significance, especially for points-of-sale in Arab neighborhoods, such as more personal communication and invitation to social events. Continuous surveillance of tobacco points-of-sale marketing and legislation compliance is needed, with a special focus on demographic/location-based differences.