Competing brands in the UK.docx - Competing brands in the UK The e-cigarette market has growing at an enormous rate According to a vapor products market

Competing brands in the UK.docx - Competing brands in the...

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Competing brands in the UK The e-cigarette market has growing at an enormous rate. According to a vapor products market research, the global e-cigarette market has been forecast to reach $43 billion by 2023 due to people are more aware of health issue and purchase less conventional cigarettes In the UK, an research report of Adult smoking habits conducted by ONS shows that people within 25 to 34 years age group are the highest proportion of current smokers at 19.2% which is around 1.6 million people. E- cigarettes manufacturers and brands can therefore set up their brands’ marketing and pricing strategies to target the market. Here are some brands in the UK and their marketing strategies. Vype Distributed by BAT UK Limited, the most popular brand in the UK in 2018, 18% smoker choose to purchase their rechargeable products with pre-filled cartridges (Ash, 2019). Put advertisements in online children’s game, posters in city centre and shops specifically emphasize their products (TobaccoTactics, 2014). Has subscription service which allows users of Vype product to order in online shop and no need to re-order, products will be automatically shipped to end users depends on their desired frequency (Vype, 2019b). Has used product return policy, not only to protect environment but also to meet Waste Electrical and Electronic Equipment Regulations (Vype, 2019a). Blu The second most popular brand @15% (Ash, 2019). Was an independent US e-cigarette company that was bought out by US tobacco company Lorillard in 2010 (TobaccoTactics, 2014), and it came to the UK market in 2013.
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  • Fall '14
  • StephanC.Henneberg

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