Goliath’s hard data shows how David allegedly cheats

(Second of three parts)

At first glance, the battle for market supremacy between Philip Morris and Mighty appears like a case of a David versus Goliath. After all, industry ‘Goliath’ Philip Morris is one of the largest global cigarette brands, while the ‘David’ Mighty is a local brand catering primarily to the Philippines’ C-D-E market.