Anelise Pitis, Marketing Director, JTI Romania Moldova Bulgaria: we succeed by growing together

1. How was Ploom created and how does it innovate?

Ploom is JTI’s first brand in the heated tobacco products category, being created to align more closely with today’s adult consumers’ lifestyles and choices. Teams of experts from across the organization have been collaborating closely to develop a truly global product – a modern heated tobacco device that responds to the discerning needs of today’s adult smokers and vapers seeking an alternative.

Ploom X is JT Group’s latest offering in the Heated Tobacco Sticks (HTS) segment, and our most exciting and ambitious launch yet. When our unique Heat Flow technology couples with our specially designed ActivBlend™ tobacco from the dedicated Sobranie Sticks range, the device releases more tobacco taste to create an authentic experience, without the unpleasant smoke smell. It has been designed to fit perfectly in the adult consumer’s hand and pocket and features an intuitive button-free tech, for ultimate convenience.

2. Ploom is one of JTI’s Reduced-Risk Product brands. What is JTI’s VISION for the next 3 years? 

It was first launched in August 2021 in Japan, the world’s largest HTS market. In 2023, Ploom was already available in Romania, and other 12 countries, and was developed to deliver the optimal mix between rich tobacco flavor, unique design, and modern technology. These are essential for a best-in-class experience in heated tobacco category for a mature market such as Romania.

We are confident that with Ploom we will be able to build and consolidate our position in the heated tobacco category. We target for the next few years to become a relevant player in the category. This is possible only through excellent adult consumer feedback which will translate into superior performance of the product, increasing share of segment and strengthening our position in the total nicotine market.

Therefore, the Company is focusing resources behind HTS to compete more successfully in this rapidly moving segment. This strategic priority will strengthen the Group’s worldwide competitiveness, particularly in the RRP category. The JT Group is committed to investing over JPY 300 billion (~ 2bn euro) into its RRP business and primarily behind HTS during the 2023-2025 Business Plan period.

3. What is JTI’s most important LEADERSHIP insight that the company learned about at BRAND MINDS?

Learning comes not only from the speakers, but also from people we met at this major event. I would say that one of the standout leadership insights from BRAND MINDS is the importance of active listening in effective leadership. By genuinely understanding and acknowledging others’ viewpoints, leaders can foster a more inclusive and collaborative environment.

4. Name the most essential aspect of TEAM MANAGEMENT according to JTI. 

At JTI, this is all about teamwork.  We succeed by growing together, as many voices are greater than one. People are the beating heart of our business, driving our progress. 

We show empathy for others, work seamlessly across teams, and create moments of joy along the way, so we can better meet the needs of our consumers.

5. How does JTI nurture employee personal and professional development? 

I can very proudly say that JTI is incredibly special organization: we recognize and reward our employees not only for business achievement but also for values and behaviours they display in the process. This results in great company culture and spirit of achievements which sets us apart. JTI is a wonderful place to work, a company that offers opportunities to develop and takes care of employees’ wellbeing.

Whether bringing new products to new markets or working to secure a sustainable leaf supply, we give our people the chance to make a real difference. It is how we offer not just jobs that need filling, but long-lasting careers to be proud of.  All these are recognized publicly, JTI Romania being Top Employer for the 11th year in a row. The certification was received after an in-depth assessment realized by the Top Employers Institute, the company being rated for more than 20 criteria such as leadership, work environment, on-boarding, talent attraction, development policies, learning, well-being, rewards, and recognition. We will continue to build JTI as an inspiring workplace, by becoming an even better employer. 

6. What is the LATEST NEWS regarding JTI or JTI’s brands our readers should learn about?

We recently launched our first designer collaboration Ploom Special Edition Red by Ora ïto, combining our iconic design with the most iconic color. 

Ora ïto, a visionary French designer, has garnered international acclaim for his innovative and influential approach. Like Ploom, Ora ïto interprets the world uniquely, capturing the essence of design across various industries. This collaboration is a testament to our shared belief in designing products that evoke feelings. 

7. Does JTI invest in local communities now? 

We cherish investing in communities very much. JTI started its activity in Romania more than 30 years ago, in 1993 (as R.J. Reynolds) and since then has been actively involved in the community: the company is a partner of FITS, TIFF, George Enescu Festival and Philharmonic, the Brukenthal Museum, the National Art Museum, Village and Romanian Peasant Museums, the National Theater Museum, the Madrigal Choir, the “Story Tours” – series of musical tours in small towns, the Sonorous Festival, the CoolSound and Applause for the poet projects, as well and official sponsor of “Gigi Caecilian Romania Dance Company”.

JTI was awarded by the Ministry of Foreign Affairs of Japan for the promotion of Japanese culture in Romania. JTI supports the Japanese Garden from Haustra, the Tea House from the National Art Museum and the Center for Romanian Japanese Studies within the Romanian American University.
“JTI Encounters”, launched in 2000, have become a national cultural brand in contemporary dance.
The company supports, since 2000, the JTI Scholarships for Journalists.

Since 1998, the JTI Seniors program has been carried out, through which 45 elderly people from District 2 receive food and medicine daily, and over the years the company has collaborated with Samusocial, Ateliere fără frontiere, ARC, SoSiSeSa and other NGOs, supporting social projects and people from disadvantaged categories in various areas of the country, or interventions in emergency situations (as a result of the pandemic, war, floods, etc.).