Mumamiriro ezvinhu epasi rose apo kutengeswa kwefodya yechinyakare kuri kuderera nguva dzose, vagadziri vakuru havana sarudzo kunze kwekuchinja nzira yavo. Zvigadzirwa zvitsva, mufananidzo mutsva… Shanduko yakadzama, yakareba uye inodhura, umo Philip Morris International inozvipira.
IQOS, A RISK REDURE PRODUCT?
Mwedzi mishoma yapfuura apo Andre Kalentzopoulos, Mutungamiriri Mukuru wePhilip Morris International (PMI) akataura kuti chinangwa cheboka ndechekubvisa fodya yechinyakare. Vazhinji vaidavira kuti yakanga iri nhema. Ko nyika zhinji, iyo inoshandisa vanhu 90.000, iyo yave inogadzira nekutengesa fodya kwemakore zana nemakumi mashanu pasi pemhando dzeMarlboro, Chesterfield, L&M, kutaurirana nezvekuchinja kwakadaro? Asi ndizvo zviri kuitika.
Mushure memakore gumi ebasa, 10 bhiriyoni emadhora uye 3 patents akaiswa, Philip Morris akagadzira. IQOS, yakapihwa zita remadunhurirwa nevatengi " Ndakasiya tuxedo yakajairika“. Kamuti kadiki kefodya kakaumbwa nesefa kanoiswa mumudziyo wemagetsi wozopisa kusvika pakati pe300 ne350 degrees. Fodya yakasanganiswa neglycerin inoputika pasi pekuita kwekupisa. Wemudzanga anofema kudaro fodya mhute (uye naizvozvo nicotine). Zvese zvisina murazvo, kupfuta, utsi, hwema nemadota. Chigadzirwa chemagetsi chinogadzirwa kuMalaysia. Philip Morris anovimbisa kuti subcontractors vane huwandu hwemaindasitiri hunodiwa kutsigira mitengo yepamusoro yekugadzira.
Mumwe wemamaneja ekufambiswa kwemashoko muboka, Tommaso di Giovanni, achiperekedzwa naRuth Dempsey, maneja wesainzi anofananidzira wePhilip Morris International, vari kutungamira, kweawa nehafu, yekutsanangura kushanda kweIqos (samples, prototypes, zvidzidzo zvesainzi, nhaurirano nevane masimba). Waivewo mukana wekupa zano idzva reboka, " zvigadzirwa zvengozi zvishoma“. Nguva dzose pamusoro pekusvuta, asi pamusoro pekusvuta zviri nani.
Kambani yefodya inotsanangura kuti nzira iyi ye“fodya yakanyungudutswa mumhepo” inogona kuderedza zvikuru ngozi dzoutano. Maererano nezvidzidzo zveboka, Iqos inogona kuderedza mamwe makemikari emakemikari muzvikamu zvakakosha, muhurongwa hwe90 kusvika 95%. Zvisinei, zvidzidzo zvakawanda zvakazvimiririra zvichiri kuenderera mberi.
PHILIP MORRIS ANODA KUITA IQOS MUNYIKA..
A strategy " njodzi yakaderera izvo zvinobvumira Philippe Morris kuti arambe achitengesa fodya, bhizinesi rake guru. Semuenzaniso, chirimwa chayo cheBologna muItaly chichangobva kugadziridzwa: 670 miriyoni emadhora kushandura uye kugadzirisa mitsara yekugadzira. Mabhirioni makumi manomwe nemana efodya anofanirwa kubuda mumafekitari eboka iri mukupera kwegore.
Iqos yakatotengeswa munyika dzinenge makumi maviri. MuJapan pamwero wenyika, uye mumaguta akawanda, muSwitzerland, muItaly, muRussia, muPortugal, muGermany, muNetherlands kana muCanada. Chinangwa ndechekuti Iqos itengeswe munyika makumi matatu neshanu pakupera kwegore. Kusanganisira France. Asi kambani yefodya inoramba kutaura chero nguva.
MuUnited States, nhaurirano dziri kuitika neFDA ine simba rose (Food and Drug Administration). Ruth Dempsey, maneja wesainzi, anoratidza kuti " 2 miriyoni mapeji ezvinyorwa akatopihwa kune zviremera“. Philip Morris anovimbisa kuti mitengo yekushandura " zvechivanhu vanosvuta kuIqos zvinokurudzira (pakati pe69 ne80% zvichienderana nenyika).
Zvichatora nguva kuti Iqos nedzimwe mhando dzemagetsi dzeboka dzisvike pakupfuura mumaakaundi, fodya yechinyakare. Muna 2016, "zvigadzirwa zvinopisa" zvakaunza 74 mabhiriyoni emadhora. " Zvigadzirwa zvengozi zvakaderedzwa": $739 mamiriyoni. " Makumi emakore enhoroondo haashanduke masikati »akatsanangura nguva pfupi yapfuura André Kalentzopoulos Mutungamiriri wePMI.
Iyo nzira nyowani inoratidzika mune chero mamiriro ezvinhu kufadza vatengesi: mutengo wePhilip Morris International uri kukwira, kubva pamadhora makumi masere neshanu muna Ndira 85, wasvika pamadhora zana nemakumi mana mazuva ano.
Mumarabhoritari, isu tave kutoshanda pamhando dzenguva yemberi, PMI ikozvino inopa hafu yebhajeti rayo kutsvagisa nekusimudzira, 4.500 patents iri munzira yekunyoreswa. Mukana wekushandura - kubva gore rino - idzi chizvarwa chitsva chefodya kuita fodya yakabatana (Bluetooth, mobile application).
Iyo inogona kukura mune ramangwana relay sezvo ichigona kuvhura gonhi reBig data raPhilip Morris. Asi mukupindura mubvunzo uyu, Tommaso Di Giovanni, mutauriri weboka, achagutsikana nekunyemwerera kukuru.
mabviro : BFMTV
