If you have never heard Juul, you probably haven’t hung out with your young friends too much or kept up with the trending topics on social media for years. Juul’s ads and discussions have frequently appeared at various major social media platforms, like Twitter, Instagram, Reddit, and certainly, Facebook. People talk about all kinds of topics that you can think of, such as what their favorite flavors are and why they like to use them, etc.
With its slick design, higher nicotine content, and aggressive marketing, it’s not surprising that it’s gained phenomenal commercial success. The last couple of years has seen tremendous growth of Juul sales. From August 2017 to October 2018, its market share among all e-cigarette sales had tripled (24% -> 75%). In other words, its maker — the Juul Labs — a San Fransisco-based startup, beat all its competitors, including British American Tobacco and Altria Group, the latter of which owns the notorious Marlboro brand.
To an ordinary consumer, the market share has little to do with us. The closest connection to us may be that the big share means popularity — an indicative of its product quality. Like many other popular products, we can safely assume that there must be some…
