A case study: Market Analysis of Aspirable; a tool for permanent smoking cessation

Abstract: When examining data and statistics one thing is very clear. Smoking tobacco is causing a lot of different problems both in an individual’s health and in the society. Even though there is abundant evidence regarding its hazardous consequences, tobacco holds still a lot of users under its influence. Most of tobacco users do want to quit but they cannot make it last and relapse on their old habits. Tobacco is consumed everywhere in the world but effective products for quitting it, are still not that many available. Thus, it is made clear that there is a need for a product that will help counterattack this addiction. Deversify is an Uppsala-based start-up that wants to introduce to the market a tool for facilitating permanent smoking cessation. Their solution is a product called Aspirable. Aspirable is a breathalyzer that records the level of carbon monoxide (CO) in the exhaled breath, and it is accompanied with an app that will make use not only the recordings of the CO levels for a factual check but also help the user identify their habits to facilitate quitting. Regardless of the size of ones’ business, one thing is the same; it is better to first analyse if an idea is an endeavor worth trying. This project has utilized a case study for Aspirable, in order to explore in depth, the product and most importantly its market. Information available on the web was used to construct a picture on the smoking cessation market. Different aspects were examined inside theoretical frameworks such as the 7 dimensions of Aaker and Porter’s 5 forces. We made comparisons between Greece and Sweden to explore if another geographical market would be a better start for launching the product. In addition, we looked into what kind of consumer would be the best. Among those options, were governments, businesses, and individuals. The recommendation would be to aim at entering the Swedish market by approaching clinical trials so as to gain more scientific proof for the effectiveness of the product and also help indirectly another research be more reliable. Meanwhile, it would be best to avoid the public health system due to complicated regulations, segmented market due to each county having its own budget and decision-making processes.