The Business Model of Juul

JUUL is an e-cigarette manufacturer of smoking systems consisting of a battery, a heater and a capsule containing nicotine salts. However, only the capsules manufactured by JUUL can be used. JUUL capsules have different flavours and an above-average nicotine content. Advertised with bright colours and the design of the product, they want to position themselves as the "iPhone" of the e-cigarette market, which is also reflected in their advertising. The target group is much mainly young people, for which JUUL has received some complaints and criticism in recent years.