A Retrospective of 2022 Through the Prism of IQOS

Another successful year is behind the IQOS team. In continuation, we speak with Petar Boshkovski - Commercial Operations manager at PMTKP. This year was marked by really big projects and initiatives that won’t fit in one interview, however, we briefly convey the same to those who missed them, as well as remind those who were part of the whole experience.

1. With what can we mark the past year, when it comes to IQOS?

I can sum up the whole year in one word, SUCCESS! We have had really many successful initiatives and I could not list them all, but some must be mentioned. We had a series of authentic events that sent unique messages to our existing and potential customers. Starting with our first event for users, dedicated to the new variant of non-combustible tobacco sticks – Russet, followed by the second birthday of IQOS in Macedonia, which we celebrated with style and gifts for our loyal users. This was followed by the launch of the limited edition IQOS devices - We edition, dedicated to the inclusiveness and uniqueness of our entire community of users. This launch was followed by an exclusive event, the first NFT gallery in our country, which some of our most loyal users had the opportunity to visit. In the summer period, we did not stop, we hosted the first Exit party held in Macedonia, and five most loyal users got the opportunity to attend the Exit festival in Serbia. We also gave local festival support to our D-festival, where we were present with numerous activities, which really attracted a lot of attention. We have completed the summer with another limited edition of IQOS – Passion Red with which we discovered the passion of summer. This launch was followed by an event in Ohrid with a super surprise, an Instagram challenge for photos from our users. The ten best photos received an IQOS Passion Red as a gift. We ended the year spectacularly with an original event, dedicated to our latest IQOS ORIGINALS, filled with unique experiences.

2. What was key to achieving all of the previously listed successes?

I would not talk about strategy, initiatives and activities here, of course we had a good plan. I would focus on who made this success story happen. Thanks to a huge team of passionate professionals, together with our external partners, and the team would also include the entire retail trade network. Together we managed to send a clear message that there are always alternatives and that we really raised awareness of a better alternative to smoking cigarettes.
We always measure our results through two prisms, WHAT we delivered and HOW we delivered. We always value the second prism much more and we are proud that we delivered our results AS a team. I would start with how the Marketing and Digital team implemented all the innovations in the product portfolio throughout the year, the Customer Experience team further emphasized the importance of our users, with the customer satisfaction (NPS) model, the Commercial Operations team who, with their agility in building the infrastructure, brought the better alternative closer with 82% geographical coverage of the entire population of adult smokers, through the network of IQOS partners, the IQOS caravan initiative and the installation of the second mobile IQOS zone in several cities in Macedonia, colleagues from the Supply Chain who managed despite all the challenges of the global crisis to ensure uninterrupted supply, the External Affairs team who, through education and raising awareness of the category, managed to have the Harm Reduction concept recognized as a principle in one of the strategic documents of the state and this whole dynamic composition was sent by colleagues from Finance with their selfless support for profitable and sustainable operations. I use this opportunity to congratulate everyone on the successful year behind us and wish them an even more successful 2023.

3. What made the biggest impression on you this year?

One parameter that makes me personally proud is our approach by using a large number of channels and establishing synergy on them. That approach is not only declarative but works in its entirety and in an appropriate balance. IQOS and all related communication for the category are available on all relevant sales channels. This approach allows us, above all, to send clear messages based on science, so that every adult smoker can make the right decision. We are brave enough and we don't stop there, we are convinced that digital channels and the retail trade network have even greater potential and can make even greater strides. It is up to us to recognize all the chances, to share our courage and ambition with existing and potential future partners, to apply appropriate programs and mechanics and to reach as many adult smokers as possible who should become aware that there is a better alternative.

4. What are the expectations for the coming year when it comes to IQOS?

Since the launch of IQOS, we have set a serious pace of activities, from expanding the portfolio, to a whole range of programs, and our users are rightly waiting for innovations and surprises. There will be...
I would like to take this opportunity to reach out to all our users and let them know that we are always happy and ready to answer any of their requests and to listen to any comments or suggestions regarding the category, and I would also encourage them to use all our communication channels, to share them. Really anything we get as a recommendation or advice from them, we take seriously and usually incorporate it into our future initiatives.
As for the entire adult smoking audience, we can promise that with even more passion we will try to bring our product category and all the benefits it brings to as many adult smokers as possible. The results so far have given us the necessary level of confidence to be even more persistent in our mission – a future without tobacco smoke!