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Why PMI's IQOS Heets strategy Presents Issues for wholesalers and retailers  Her purpose was to persuade the retailers attending to become advocates of PMI's innovative, reduced-risk,'heat not burn' tobacco product IQOS, along with its Heets refills. Oraman needed a pitch-perfect beginning, equaling the 200 shop keepers in the audience in their dance art at the gala dinner at the evening before. The amounts from Japan were impressive heets buy uk has an extraordinary 10% market share there. The numbers out of Italy were less impressive, though, along with PMI's UK launch has been carefully orchestrated.  Oraman claims the strategy here is all about carefully balancing the amounts of coached converts to IQOS using supplies of this starter pack and heets buy uk refills. It made some sort of sense, but your house of cards was when retailers started to ask the essential question in their minds:'What sort of margins are on offer?' Oraman resolutely avoided a