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Altria E-Vapor Competitive Product Reviews Report_March 2015

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Kelly Maltman

on 28 April 2015

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Transcript of Altria E-Vapor Competitive Product Reviews Report_March 2015

Blu
VUSE
Click on the arrows below or the
images to explore their ratings

3.69 out of 5
57
VOTES
142
COMMENTS
14
36
VOTES
COMMENTS
Caveat:
Research on the Altria Total Access Panel is qualitative in nature. As such, findings are not intended to be and may not be reflective of the larger adult tobacco consumer population.
RESEARCH SUMMARY
Background
Primary Research Questions
Method
2015
MARCH
E-VAPOR COMPETITIVE PRODUCT REVIEWS

MarkTen
37
VOTES
101
COMMENTS
"
" Saraceni tamen nec amici nobis umquam nec hostes optandi, ultro citroque discursantes quicquid inveniri poterat "

With the ever-growing number of adult e-Vapor consumers 21+, Nu Mark seeks to have a deeper understanding of these consumers’ product experiences with e-Vapor/e-Cigarette brands and products currently in the market.

To understand AV 21+ perceptions of current competitive product offerings in the market. To gather qualitative data including strengths, weaknesses, opportunities, and threats from a product-form perspective, as well as from a brand and trade/channel perspective.


Discussion and album/rating activities were conducted from February 4 - 25, 2015 among 407 adult e-vapor users (AV) 21+ across various brands from the Total Access Panel. AV was asked to view several images of existing e-Vapor products available today. They selected the products they uses, rate them on a 5-star scale, and provided a review of the product.



Recommendations
AV Users rated Blu the best for its flavor and taste. Some stated that it was the closest to using a regular cigarette.

3.62 out of 5
39
112
VOTES
COMMENTS
AV Users rated VUSE favorably for its “flavor”, ease of “draw” and battery life.

However, they found the product to be too “harsh” and its “taste” didn’t match that of a traditional cigarette.

3.65 out of 5
AV Users rated MarkTen positively for its “smooth” taste and flavor. They also mentioned that it was reasonably priced.


V2
3.29 out of 5
V2 was rated well by AV users due to its variety of flavors and accessories. Many also commented positively on its taste and ease of use.

However, the taste of V2 also captured negative sentiment with AV stating its “average” or “decent” taste and its limited draw or drag.

Key Findings
On average, most AV rated the e-Vapor products very similar to each other. Most rated near 3 on a 5 point scale. This is primarily due to the lack of differentiation between the products in the current e-Vapor market.

Most AV rated e-Vapor products on its flavor and taste primarily, followed by evaluation for other criteria such as battery life, ease of use, drag, weight and price.

Blu product review: Rated favorably for its taste and flavor stating that it was the closest to a regular cigarette in terms of flavor. In contrast, they thought the product was too “heavy” and “expensive”.

VUSE product review: Rated positively for its “flavor” and ease of “draw” as well as battery life. However, some stated the product was too “harsh” and its “taste” didn’t match that of a traditional cigarette.

MarkTen product review: Rated positively for its “smooth” taste, flavor and reasonable price. However, the biggest criticism was its battery life and the longevity of its cartridges.

V2 product review: Rated well for its variety in flavors and accessories offered. AV also commented positively on its taste and ease of use. On the other hand, the taste was also a source of negative sentiment with AV stating that it’s “average” or “decent” and limited in its draw.

GreenSmoke product review: Positive comments included its “distinctive” flavor(s) and taste, but found the product to be “too expensive.”

LOGIC product review: Product was rated as “ok,” stating the e-cigarettes were “average quality” with “acceptable” taste.







Consider pursuing a successive activity where AV are only comparing the most commonly used brands such as, Blu, VUSE and MarkTen against each other to gain more in-depth knowledge into the strengths and weaknesses of each of these products, in order for Altria to better understand opportunities and threats in this market.

Consider additional research to understand the e-vapor trade or channel perspective.

However, AV users found that the product was “heavy” to hold and “expensive".


However, their biggest criticism of the product was its battery life and the longevity of its cartridges.



General sentiment among AV users was that LOGIC e-cigarettes were “ok”. These e-cigarettes are “average quality” with “acceptable” taste.

LOGIC
12
21
VOTES
COMMENTS
2.83 out of 5
Green
Smoke
3.53 out of 5
17
31
VOTES
COMMENTS
Positive comments regarding GreenSmoke included its “distinctive” flavor(s) and its taste.

However, AV users found GreenSmoke to be “too expensive”.

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