Ploom X voiceover

Plume has evolved from a B2B to B2B2C and B2C model, focusing on the consumer. They aim to expand to over 40 markets by 2025. The Commercial Engine is a framework to assess Plume's commercial success, with clear priorities and objectives for each stage of the consumer journey. Data is used to understand and build relationships with consumers. The goal is to become the preferred heated tobacco brand by addressing consumer pain points and delighting customers at every step. It's been 4 years since the launch of Plume. We've learned and achieved so much already. Moving from a B2B to a B2B2C and B2C model with the consumer always at the centre. Understanding through in-marketing data, the user's journey, leveraging the 3-in-1 CEM framework and new touchpoints. We are expanding rapidly and are planning to be present in more than 40 markets by 2025. So what's next? Take Plume's strategy and activation to the next level. To do this, Plume Brand Group and Commercial Strategy worked as one team to devise an improved commercialisation framework of Plume, the Commercial Engine. And what is the Commercial Engine? It's a harmonised way to understand and assess the commercialisation success of Plume across the organisation, from markets to regions to headquarters. We started by linking the consumer journey to 3 key stages. Awareness, acquisition and retention. Introducing clear priorities. We started by linking the consumer journey to 3 key stages. Awareness, acquisition and retention. Introducing clear priorities and objectives for each. Then we overlaid our programmes and defined which touchpoints should be deployed to successfully move our consumer from one stage to the next. Moving them from being aware that Plume exists, to buying and ultimately advocating for it. At each point we identify how we can capture data to build a better understanding and relationship with our consumer. In a nutshell, the Commercial Engine Framework helps connect the dots across communication, programmes, touchpoints and data. Work as a project-based organisation with cross-functional teams to address consumer pain points. Ensure we continuously delight customers at every step of the journey to become the heated tobacco brand of choice. One goal. One team. Our success.