Creating a brand positioning strategy to disrupt the European smoking cessation market

Abstract

This thesis develops a brand positioning strategy for an innovative product aiming to disrupt the European smoking cessation market. The product comprises a “digital nicotine plaster” and a mental health app. We emphasize the global health crisis caused by smoking and identify the limitations of existing smoking cessation solutions. The proposed product addresses these limitations and boosts cessation success rates by up to 50%. An initial analysis focusing on Western Europe’s nicotine replacement therapy industry reveals opportunities for the proposed product to differentiate itself. Accordingly, the increased effectiveness at a lower price will help to participate in an industry currently dominated by a handful of multinational pharmaceutical corporations. We deploy a survey targeting multiple demographic, psychographic, and behavioral dimensions to assess the customer perspective. A hierarchical clustering approach is used to identify a target customer segment characterized by traits shared among individuals considered early adaptors of new technologies. Targeting these individuals will help establish the product and ultimately gain access to the mass market. The brand positioning section introduces a vision, a mission statement, and a value proposition to establish a suitable corporate and product identity. These address customer pain points and emphasize our commitment to a healthier world. Naming the brand “Ivy” and pairing it with a green visual identity symbolizes health and safety. Our research shows that communicating key messages on health, personal goals/self-control, and affordability via a digital multi-channel marketing strategy is most effective given our target customer segment.

Date of Award	27 Jun 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)