Companies must develop an action plan for introducing their new product/s into the market. Philip Morris International (PMI) aims to get at least 40 million of its adult customers to stop smoking and switch to one of the alternatives, with the goal, ultimately, of achieving a smoke-free future.

Philip Morris would aim their innovative products at consumers who are early adopters. Advise Philip Morris on how to facilitate new product adoption using the five-stage consumer adoption process model.