We start with the consumer

 

Share

We start with the consumer


Andy Dasgupta, Chief Consumer Officer, explains how we’re transforming our approach to meeting consumers' needs and preferences.

We’re building a holistic approach to understanding our consumers by developing a multi-disciplinary community to design and develop our products. Together, we are innovating at pace on new product improvements, packaging, brand experience and engagement, grounded in consumer insight.  

A clear example of this approach in action is in the roll-out of our Pulze system for heated tobacco, a fast developing category, which is potentially less harmful than traditional cigarettes.

First, we identified target markets to pilot Pulze. Next, through listening to local consumers, we developed a distinctive challenger proposition, designed to appeal to a cohort of adult smokers who were dissatisfied by the existing next generation alternatives to cigarettes. Then, we entered our chosen markets fast, gaining valuable learnings for future development.

Immediately, we began acting on these learnings, working on device enhancements, new product options, bundling and promotion. Now, having refined our proposition, we are preparing plans for a wider roll-out of Pulze.

The way we work is iterative. We test. We listen to and learn from consumers. We develop. We expand our reach. And we test again.

Our harm reduction journey will take time. But, by staying close to consumers and working in the right way, we will get there one step at a time.

The way we work is iterative. We test. We listen to and learn from consumers. We develop. We expand our reach. And we test again.

(Photo: RENDY ARYANTO/VVS.sg)

Our use of cookies

We use necessary cookies to make our site work. We’d also like to set optional analytics cookies to help us improve it. We won’t set optional cookies unless you enable them. Using this tool will set a cookie on your device to remember your preferences.

For more detailed information about the cookies we use, see our Cookie policy


Analytics cookies

We’d like to set Google Analytics cookies to help us to improve our website by collecting and reporting information on how you use it. The cookies collect information in a way that does not directly identify anyone.

For more detailed information about the cookies we use, see our Cookie policy

: