What are Mission Vision & Core Values of Philip Morris International Company?

PMI's mission is laser-focused on adult smokers who would otherwise continue to smoke combustible cigarettes. The company aims to provide these individuals with scientifically substantiated, less harmful alternatives, thereby reducing the health risks associated with smoking. This targeted approach is crucial to understanding PMI's strategic intent.

The core of PMI's mission revolves around smoke-free products. These include heated tobacco units (HTUs) like IQOS, e-vapors like VEEV, and oral nicotine products like ZYN. These products are designed to deliver nicotine without the combustion associated with traditional cigarettes, which is the primary source of harmful chemicals.

PMI operates on a global scale, with its mission impacting numerous international markets. This global presence allows the company to reach a vast audience of adult smokers and offer them smoke-free alternatives across various regions. The international scope is a key element of PMI's strategy.

The unique value proposition of PMI lies in providing less harmful alternatives to combustible cigarettes. This approach aims to reduce the health impact associated with smoking, offering a pathway for adult smokers to transition to potentially reduced-risk products. This is central to PMI's commitment.

PMI's commitment to its mission is evident in its substantial investment in research and development of smoke-free technologies. Since 2008, the company has invested over $14 billion in this area. This significant financial commitment underscores the importance of innovation in achieving its goals.

The increasing portion of revenue derived from smoke-free products is a clear indicator of PMI's strategic shift. In 2024, smoke-free products accounted for approximately 39% of total net revenues, and this figure rose to 42% in the first quarter of 2025. This trend highlights the growing importance of smoke-free products to the company's financial performance.

The vision is explicitly future-oriented, focusing on a transformation of the tobacco industry. It moves beyond the traditional focus on cigarettes, embracing a future dominated by smoke-free products. This forward-looking approach is crucial for long-term sustainability and market leadership.

The vision has a global scope, aiming to impact adult smokers worldwide. It acknowledges the diverse preferences and behaviors of smokers across different markets. The goal is to provide alternatives to cigarettes for those who choose to continue using nicotine products.

The vision is ambitious, setting a high bar for the company. It aims for a future where cigarettes are obsolete, which is a significant disruption to the established tobacco industry. This ambition drives innovation and investment in smoke-free alternatives.

The vision is supported by substantial investment in research, development, and market expansion of smoke-free products. By the end of 2024, PMI's smoke-free products were available in 95 markets. This investment demonstrates the company's commitment to achieving its vision.

PMI’s smoke-free products have achieved significant market penetration, with an estimated 38.6 million adult users globally by the end of 2024. This growing user base validates the company's strategy and indicates progress towards its vision.

PMI is expanding into wellness and healthcare areas, indicating a broader long-term market leadership ambition beyond traditional nicotine products. This diversification strategy aligns with the vision of a healthier future and positions the company for future growth.

The acquisition of Swedish Match in 2022, a leader in oral nicotine delivery, exemplifies PMI's strategic alignment with its vision. This move significantly bolstered PMI's smoke-free portfolio, adding brands like ZYN to its offerings. This acquisition is a clear indication of PMI's dedication to providing a range of smoke-free options to adult smokers.

PMI's mission and vision drive its global market expansion efforts. Smoke-free products are now available in 95 markets worldwide. This expansion is a key strategic decision to increase the reach of smoke-free alternatives and contribute to the smoke-free future.

The mission and vision have profoundly influenced product development, shifting the focus from improving traditional cigarettes to innovating in heated tobacco, e-vapor, and oral nicotine technologies. This shift is central to PMI's strategy.

The impact of PMI's mission and vision is reflected in key performance indicators. The percentage of net revenue from smoke-free products has increased significantly, reaching approximately 39% in 2024 and 42% in Q1 2025. The number of adult smoke-free product users has also grown, reaching 38.6 million by the end of 2024.

PMI's mission and vision shape its long-term planning, setting a clear goal of becoming substantially smoke-free by 2030, with over two-thirds of net revenues from smoke-free products. CEO Jacek Olczak has emphasized the company's rapid progress in its smoke-free transformation and the goal of making cigarettes obsolete as soon as possible.

PMI's core values are evident in its commitment to a smoke-free future. The company's strategic decisions, from investments in product development to market expansion, are all geared towards achieving this vision. This commitment is a key aspect of PMI's long-term strategy and corporate identity.

Effective leadership and clear communication are essential for embedding the PMI mission and PMI vision throughout the organization. The CEO and other executives play a crucial role in driving this transformation.

PMI's leadership regularly communicates the importance of the smoke-free transformation to employees, investors, and the public through various channels.

PMI actively engages with stakeholders to communicate its mission, vision, and progress. Transparency is key to building trust and demonstrating accountability.

The company uses multiple channels to communicate its strategy and performance, including annual reports, investor presentations, the company website, and employee communications. The 2024 Integrated Report provides a detailed overview of the company's progress toward its smoke-free vision and sustainability goals.

PMI strives to ensure that its stated PMI core values are reflected in its business practices and internal culture. This alignment is crucial for long-term success and ethical conduct.

The PMI DNA principles, developed with employee input, guide internal interactions and decision-making. Furthermore, PMI links sustainability performance to executive compensation, reinforcing its commitment to long-term goals. The company's recognition as a Global Top Employer for the ninth consecutive year in 2025 underscores its commitment to a positive and values-driven workplace.

PMI integrates sustainability into its business strategy, recognizing its importance for long-term value creation. This includes environmental, social, and governance (ESG) considerations.

PMI has set ambitious sustainability targets, including reducing its environmental footprint and promoting responsible sourcing. The company's commitment to sustainability is detailed in its integrated reports and on its website. For a deeper understanding of the competitive landscape, consider exploring the Competitors Landscape of Philip Morris International.