E-cigarettes business on its dawn and companies’ approach to users

The electronic cigarette sector represents a dynamically evolving segment of the tobacco market, combining technological innovation with a range of marketing approaches and strategies. This bachelor's thesis focuses on marketing communication within this sector. The aim of the thesis is to analyze how companies present their products and what marketing strategies they use to appeal to different consumer groups. The theoretical part of the thesis introduces selected marketing approaches typical for the promotion of e-cigarettes, as well as a description and typology of electronic cigarettes themselves. The practical part is based on content analysis of marketing communication and focuses on three major brands in the Heated Tobacco Products (HTP) segment – IQOS, Glo, and Ploom.