On June 28th, Philip Morris International's (PMI) Korean subsidiary announced that its product, IQOS ILUMA, won the Best Brand Award in the heat-not-burn category at the "2023 Korean Consumer Choice Awards".
The Consumer Awards, organized and overseen by the East Asia Daily, involves the Korean Institute of Research and the Korean Consumer Evaluation Committee in consumer research and evaluation. Among the brands initially studied, the best brand with the highest value for consumers is selected.
Consumer evaluations include factors such as user experience, brand preference, and adherence to consumer commitments. On the other hand, expert evaluations involve scrutiny of various aspects including communication and feedback with consumers, review systems for consumer satisfaction, brand safety measures, fulfillment of social value and responsibility, and consumer protection.
Philip Morris International (PMI) Korea introduced its heat-not-burn product IQOS ILUMA in November of last year, thus earning praise for its role in encouraging smokers to transition to such smoke-free alternatives.
The public relations representative of Philip Morris International (PMI) Korea, Kim Ki-hwa, stated that "PMI has always been committed to product innovation and has invested 140 trillion Korean won (approximately 76.9 billion yuan) in the IQOS ILUMA series. In the future, PMI will make every effort to make IQOS ILUMA a brand that consumers can trust.
References:
Korea Philip Morris awarded in the category of consumer-oriented electronic cigarette devices
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