JTI Korea Embraces Consumer-Centric Strategy Ahead of Heated Tobacco Launch

JTI Korea, a subsidiary of the Japan Tobacco Group, is sharpening its focus on a consumer-first strategy as it readies the launch of its first heated tobacco product in South Korea by the end of 2024. This move aligns with the company’s broader ambition to secure sustainable growth and remain competitive in an ever-evolving market.

Adapting to Market Shifts with a Consumer-First Approach

David Wheeler, the general manager of JTI Korea, emphasized the importance of remaining responsive to changing consumer preferences in his recent address to employees. Wheeler encouraged the team to continue delivering high-quality products and services that align with market expectations.

• Message to employees: “Let’s proactively respond to the changing market environment and provide high-quality products that meet the expectations of consumers.”
• Recognition: JTI Korea has been named a “Top Employer in South Korea” for five consecutive years.

Over the past two years, the company has focused on strengthening its market presence by releasing innovative products, setting the stage for a successful entry into the heated tobacco segment.

Product Innovations Strengthen Market Presence

JTI Korea’s recent product launches have expanded its portfolio and enhanced its appeal to a wider range of consumers. Among the new releases this year are:

• Mevius LBS Citro Wave (3mg): A citrus-flavored variant receiving positive feedback.
• Mevius LBS Ice Bana (2mg): A refreshing banana-flavored product catering to diverse tastes.

These offerings, alongside the well-established Mevius Core lineup, have bolstered the company’s position in the domestic market. JTI Korea’s commitment to variety signals its intent to meet the demands of an increasingly diverse consumer base.

Strategic Restructuring and Operational Flexibility

To prepare for the upcoming heated tobacco launch, JTI Korea has reorganized its sales division, enhancing operational efficiency and flexibility. Wheeler stressed the importance of evolving alongside the market to secure sustainable growth.

• Sales division reorganization: Designed to boost efficiency and adaptability in a dynamic environment.
• Focus: The restructuring will help the company better manage shifting market conditions and position itself for long-term success.

Diversification Through Heated Tobacco

The launch of JTI Korea’s first heated tobacco product marks a significant step toward further diversifying its portfolio. As heated tobacco products grow in popularity among consumers seeking alternatives to traditional cigarettes, this new offering is expected to strengthen JTI Korea’s foothold in the market.

With a focus on innovation and adaptability, JTI Korea aims to meet consumer demand for both traditional cigarettes and newer alternatives, reinforcing its position as a market leader.