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Exploring the positioning of tobacco-free snus as a new category in the disruption of the market

Falkenrodt, Imke LU ; Abrahamsson, Linnea LU ; Pettersson, Alice LU and Sternberg, Charlotte LU (2021) In STRATEGIC BRAND MANAGEMENT MASTER PAPERS BUSN21 20212
Department of Business Administration
Abstract
Purpose: To explore the positioning of tobacco-free snus as a new category in the disruption
of the market.
Theory: Positioning, Disruption, Blue Ocean Strategy, New Category Creation
Methodology: This paper uses a qualitative and exploratory research method. Primary data on the positioning of tobacco-free snus as a disruptive new category in the market was gathered through two semi-structured interviews with representatives from two leading tobacco brands, Philip Morris International and Swedish Match. Additionally, secondary data was collected through literature review and the analysis of case studies and the annual reports of leading tobacco brands.
Findings: The findings of this paper illustrate the important role of positioning in... (More)
Purpose: To explore the positioning of tobacco-free snus as a new category in the disruption
of the market.
Theory: Positioning, Disruption, Blue Ocean Strategy, New Category Creation
Methodology: This paper uses a qualitative and exploratory research method. Primary data on the positioning of tobacco-free snus as a disruptive new category in the market was gathered through two semi-structured interviews with representatives from two leading tobacco brands, Philip Morris International and Swedish Match. Additionally, secondary data was collected through literature review and the analysis of case studies and the annual reports of leading tobacco brands.
Findings: The findings of this paper illustrate the important role of positioning in establishing a disruptive new category. It was found the nicotine pouch category is positioned with a differentiating set of benefits and target customers compared to existing categories.
Original/Value: This paper contributes with an understanding of how positioning can be used to disrupt a market through new category creation. The use of positioning in the creation of a disruptive new category is conceptualized in a framework which may be used for future research.
Paper type: Research pape (Less)
Please use this url to cite or link to this publication:
author
Falkenrodt, Imke LU ; Abrahamsson, Linnea LU ; Pettersson, Alice LU and Sternberg, Charlotte LU
supervisor
organization
course
BUSN21 20212
year
type
H1 - Master's Degree (One Year)
subject
keywords
Positioning, Disruption, Target group, New Category Management, Tobacco-free snus, Nicotine pouches
publication/series
STRATEGIC BRAND MANAGEMENT MASTER PAPERS
language
English
id
9068709
date added to LUP
2021-12-01 10:30:29
date last changed
2021-12-01 10:30:29
@misc{9068709,
  abstract     = {{Purpose: To explore the positioning of tobacco-free snus as a new category in the disruption
of the market.
Theory: Positioning, Disruption, Blue Ocean Strategy, New Category Creation
Methodology: This paper uses a qualitative and exploratory research method. Primary data on the positioning of tobacco-free snus as a disruptive new category in the market was gathered through two semi-structured interviews with representatives from two leading tobacco brands, Philip Morris International and Swedish Match. Additionally, secondary data was collected through literature review and the analysis of case studies and the annual reports of leading tobacco brands.
Findings: The findings of this paper illustrate the important role of positioning in establishing a disruptive new category. It was found the nicotine pouch category is positioned with a differentiating set of benefits and target customers compared to existing categories.
Original/Value: This paper contributes with an understanding of how positioning can be used to disrupt a market through new category creation. The use of positioning in the creation of a disruptive new category is conceptualized in a framework which may be used for future research.
Paper type: Research pape}},
  author       = {{Falkenrodt, Imke and Abrahamsson, Linnea and Pettersson, Alice and Sternberg, Charlotte}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{STRATEGIC BRAND MANAGEMENT MASTER PAPERS}},
  title        = {{Exploring the positioning of tobacco-free snus as a new category in the disruption of the market}},
  year         = {{2021}},
}