When Mark Taitz saw a review ofelectronic cigarettes on CNN, he knew he was looking at somethingrevolutionary. “I knew there was a market for such aproduct in South Africa,”says the MD of Calora, the company that imports NJOY e-cigarettes into thecountry. The act of inhaling triggers avaporising process that releases simulated smoke, which gives the smoker a kickat the back of the throat, just like a cigarette.“Electronic cigarettes taste similar totobacco, even though they don’t contain any. They have no carcinogens, tar orany of the 4 000 chemicals in normal cigarettes. But because they do containnicotine they replicate both the behavioural and physical pleasures of smokingand satisfy a smoker’s nicotine cravings. The cigarette emits a virtuallyodourless mist that evaporates within seconds, leaving no visual residue in theair or lingering smell anywhere. So it’s also non-offensive to non-smokers andmeans you can smoke anywhere,” he explains.
While there are many e-cigarettesavailable on the international market, Taitz was determined to source a brandof high quality. “Calora is an exclusive importer of other unique and excitingproducts, and all of them undergo rigorous testing. Quality is always apriority for us,” he says. After conducting extensive research Taitz cameacross NJOY. “When I learned that it’s sold in over 70 countries across theworld and is the number one selling e-cigarette brand globally, I knew it wasthe one we wanted,” he adds.
Gettingthe product to market
Taitz set about negotiating pricing,exclusivity and delivery terms with NJOY manufacturers in the US. “When youimport any product, it’s vital that you have solid local distribution,” hesays. NJOY is currently distributed online and in the coming months will beavailable through over 600 retailers, tobacconists and pharmacies. “We’ve also just signed Tracy McGregorto be the face of NJOY South Africa. We’ve put together a dynamic TV, radio andprint campaign and kicked off with a high-profile launch party at Tokyo Skyclub in Fourways,” Taitz adds.
Looking to the future, Taitz highlightsthe importance of keeping up with ongoing research and development and newmodels which are continually being developed. “We’re also working on securingexclusivity in other SADC countries,” he says. Formore information, visit www.smokinganywhere.co.za or call +27 11 444 8591.