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Despite recent challenges, such as disposable income pressures in various markets and the impact of cannibalization from IQOS, Marlboro has demonstrated enduring strength. The considerable difference in brand value between the two products is attributed to Marlboros extensive market presence, reflected in higher shipment volumes and revenue generation within the Philip Morris portfolio, Haigh explains

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Layered tax system HST increases the final retail price beyond base tobacco taxes

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However, from a long-term perspective, this also suggests that low-tar cigarettes have significant development potential