The Market

Who’s In the Market?

• All cigarette smokers on the planet!
• That market is still growing, even though local tendencies can differ
• In the medium and long term, the WHO anticipates the number of smokers worldwide to increase from currently 1.4 billion to 1.6 – 2.0 billion depending on the development of the population from 2030 to 2040
• E.g: In China the cigarette consumption has already doubled in 10 years.

Who’s In Our Target Groups?

• The smoker generating repeat business
• Who wants to consume nicotine (smoke) where he may not
• Who needs nicotine on a regular basis
• Middle to high social level, aged from 30 years upwards
• Who is financially independent
• Who is open to all new trends

Who Is Our Primary Target?

• The gadget hunter for your “wanna have” trendy image who is possessive when it comes to trendy gadgets
• The non-smoker who needs an ideal gift or solution for a smoker
• B-t-B: companies looking for solutions to the smoking problem (imagine all the time lost because of ’smoke breaks’ in high-rises)!
• These statements will be fine tuned with quantitative analysis and focus group results.

Market Research

In the beginning of 2009, SFI will organize market research through focus groups to fine-tune the product, the packaging and the overall communication techniques to be implemented.

Focus groups will test and measure:

• Acceptance of the SFI way of enjoying nicotine (smoking)
• Reactions to the product itself
• Reactions to flavor and nicotine inhaling
• User friendliness
• Perception of corporate image, product name & logo, baseline, etc.
• Perception of website, on-line shop
• Perception of communications: ads, promotions, etc.
• SFI versus other ways of consuming nicotine without tobacco.

The feedback from focus groups can be of crucial importance when launching a new product.

Parallel to the focus groups, SFI also plans a quantitative analysis to study the behavior and reactions of a much larger audience. In this study we would not present the product itself but simply measure the search for alternatives as well as the susceptibility for new products.