On · Dynamic- she wants to evolve continuously ·

On the basis of
the above segmentation, the company should target a high income level group
including professionals, big companies and entrepreneurs. An interesting target
group could be the upper high class of Greece and also the famous. Along with
this, the company should focus on young smokers who want gadgets just for their
high lifestyle (Schneiders, 2011). The company should also target the western
countries due to its modern and advanced culture in technological issues and
they are also alerted about what smoking causes to health.

Mr.
Gadget

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Man,
30-45 years

·        
Works in a company or is a freelancer

·        
Loves his job and wants to move forward and be successful

Interests:

·        
Technology: Knows everything about new gadgets and
market,, reads technological sites & forums

·        
Sports & well-being : Watching football, go to gym
in his day offs, Playing basketball with friends

Personality

·        
Dynamic, extrovert, self-confident

·        
Open to different experiences and habits

·        
Practice thinking, looking for/finding solutions

Smoking habit

·        
Smokes a lot

·        
Brands of international prestige

·        
Prefers rich tobacco taste

 

Mr. Discreet

 

Man, 35-50 years

 

·        
Works in a company, he cares about his job only as long
as it gives him the livelihood

Interest:

·        
Reading (sites & newspapers) &going to cinema

·        
Cooking

·        
He wants to enjoy the little joys of life like walking,
cycling, riding with friends etc

Personality

·        
Distinctive and introverted

·        
Seeks quiet & qualitative everyday life

·        
He cares about his family/friends & he does not
like being annoying

·        
Rejects anything superficial

 

Smoking habit

·        
Light and aromatic tobacco taste

·        
Appraises ‘classic brands’/timeless brands

·        
It can be experiment with the electronic cigarette

 

 

 

Mrs.
Elegant

Woman,
35-50 years

·        
A working woman who invests a lot in her job- she
always wants to be the best

Interests

·        
Fashion and femininity (cosmetics, accessories,
decoration, etc)-Magazines

·        
Balanced life: running, Pilates, yoga, nutrition

·        
Love culture (exhibitions, gastronomy, etc)

Personality

·        
Dynamic- she wants to evolve continuously

·        
Loves the power of classical values

·        
Mature and reasonable/ She does not like recklessness and
easy choices

Smoking habit

·        
Stylish & dynamic-does not love the taste of
cigarette

·        
Being fascinated by their luxury and high quality
brands

·        
Cigarettes are accessories: light and soft flavors,
stylish and premium package

 

 

 

 

The
Urban Edge

Man,
25-40 years

·        
Working man who loves his job and wants to learn constantly

Interests

·        
Downtown walks, cafes, bars, restaurants

·        
Creative hobbies (photography), technology/digital in
general, social media, day by day exercise

·        
Travelling to new destinations

Personality

·        
Open to new trendsSeeks to be and look young and
fresh

·        
Liveliness and optimism

Smoking habit

·        
Hand-rolled cigarettes (the cigarettes of his generation)

·        
More freestyle, authentic smoke, always youthful

·        
Smokes for pleasure

 

2.5 Experiential marketing – 4Es framework

 

 

 

 

 

 

3. Macro-environment (PEST)

PEST analysis, refers to the
broader macro-environment of a business. A company’s competitors need to take into
account the facts that happen around the company and are likely to affect
directly or indirectly its work (Papadakis, 2016). An analysis at the point of
technological, political, economic and social described below.

Economic Environment: Greece faces the biggest economic crisis so the
austerity measures implemented in Greek society are many. Specifically, memorandum
1 & 2, pension and wages cuts, bonus abolition, are just some of the
elements that describe the Greek economic reality from 2009 till now. (www.hellastat.com)

In 2011, the GDP deficit reached
8.5%, while in 2012 reached 6.8%. In 2017 there was some increase of the GDP
but still Greece is under crisis without knowing went will ends.  Inflation in 2011 was at 5.2% and not only
that, unemployment reached the presentence of 50.4%, making Greece the first EU
country in the unemployment sector.

There is also limited financial
liquidity and foreign and domestic investors resent and discourage, so they do
not make investments. In addition, oil prices are rising steadily and interest
rates are rising simultaneously. Greece does not, therefore, provide a suitable
ground for new investments.

Unlike to what mentioned above,
Papastratos AVES the affiliate of Philip Morris in Greece, ignored all this
problems and decided to invest 300.000.000€ in order to build a new factory
where specific tobacco sticks for IQOS will produced.

With the new investment, Greece
is becoming one of the few international centers for the production of
new-generation tobacco products, which will greatly enhance Greek exports.

In a difficult period for the
Greek economy, Papastratos essentially supports employment, creating 400 new
jobs. These positions are added to the 800 direct and indirect jobs that
Papastratos already offers, as well as the 250 recruitments that have taken
place over the past few months exclusively for IQOS. (http://www.cnn.gr)

Investing is also vital for Greek
tobacco growing as it helps to secure the future of thousands of tobacco
growers. Philip Morris International and Papastratos continue to absorb and
export all over the world Greek Eastern tobacco, which will account for a
significant proportion of blends and new tobacco rods.

Beyond the economic benefits, the
new investment gives a bit of optimism to society. Greece has a leading role in
a new international market that is expected to grow at a rapid pace.

 It is noted that since 2003, Philip Morris
International and Papastratos have already invested € 700 million in Greece. Since
2008, PMI has hired more than 400 scientists and experts and has invested more
than $ 3 billion in research and development and scientific documentation. (http://www.iefimerida.gr)

Papastratos AVES is the only
Greek company that risked during crisis and believed in Greek market. (http://www.iefimerida.gr)