IN RE: PHILIP MORRIS INTERNATIONAL INC. SECURITIES LITIGATION

CourtDistrict Court, S.D. New York
DecidedSeptember 21, 2020
Docket1:18-cv-08049
StatusUnknown

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Bluebook
IN RE: PHILIP MORRIS INTERNATIONAL INC. SECURITIES LITIGATION, (S.D.N.Y. 2020).

Opinion

UNITED STATES DISTRICT COURT ELECTRONICALLY FILED DOC#: SOUTHERN DISTRICT OF NEW YORK DATE FILED: 9/21/2020

No. 18-CV-08049 (RA)

IN RE PHILIP MORRIS INTERNATIONAL MEMORANDUM OPINION INC. SECURITIES LITIGATION & ORDER

RONNIE ABRAMS, United States District Judge: Lead Plaintiffs Union Asset Management Holding AG and Teamsters Local 710 Pension Fund bring this class action against Defendants Philip Morris International Inc. (“Philip Morris” or the “Company”), André Calantzopoulos, Martin G. King, Patrick Picavet, Jacek Olczak, Manuel C. Peitsch, and Frank Lüdicke (collectively, the “Individual Defendants”) alleging that, from July 26, 2016 through April 18, 2018 (the “Class Period”), they committed securities fraud in violation of Sections 10(b) and 20(a) of the Securities Exchange Act of 1934 and Rule 10(b)-5. Plaintiffs allege that Defendants made false and misleading statements to the U.S. Food and Drug Administration (“FDA”) about clinical trials Philip Morris conducted in connection with its Modified Risk Tobacco Product Application for a smoke-free electronic device entitled iQOS, as well as about the performance of iQOS in Japan. On February 4, 2020, the Court granted Defendants’ motion to dismiss Plaintiffs’ Consolidated Amended Class Action Complaint pursuant to Federal Rules of Civil Procedure 9(b) and 12(b)(6) and the Private Securities Litigation Reform Act. Dkt. 123 (“Opinion and Order”). Now before the Court is Plaintiffs’ motion for reconsideration of the Court’s February 4, 2020 Opinion and Order pursuant to Federal Rule of Civil Procedure 54(b) and Local Civil Rule 6.3. Dkt. 124. For the reasons that follow, Plaintiffs’ motion is denied. BACKGROUND I. Factual Background The Court assumes familiarity with the factual background of this case, which was set forth in detail in its February 4, 2020 Opinion and Order. Dkt. 123. The Court here reiterates only the

facts relevant to the instant motion. A. Development of IQOS as an Alternative to Traditional Cigarettes As Philip Morris’s sales of traditional cigarettes have declined in recent years, the Company has invested over $4 billion in the development of smoke-free alternatives. Id. ¶¶ 3, 32. These products, known as reduced-risk products (“RRPs”), are marketed as presenting a lower health risk than traditional cigarettes. Id. ¶ 3. Philip Morris’s flagship RRP, “iQOS,” is an electronic device that heats specially designed tobacco units to release a flavorful nicotine- containing vapor without combustion, fire, ash or smoke. Id. ¶ 35. iQOS contains three main components: a heated tobacco unit (called HEETS or HeatSticks), an iQOS holder and a charger. Id. iQOS was first introduced in the city of Nagoya, Japan in late 2014 and launched nationwide

in Japan in the spring of 2016. Id. ¶ 38. During the Class Period, Japan was the only country in which iQOS was available nationwide. Id. Philip Morris promoted iQOS in Japan as a less harmful product than conventional cigarettes. Id. ¶ 39. This approach helped persuade Japanese officials to classify the iQOS device differently than traditional cigarettes, resulting in a lower tax rate and exempting it from ordinances banning smoking in public places. Id. ¶¶ 39-41. B. Defendants’ Positive Projections About Growth in Japan in 2018 On February 8, 2018, Philip Morris announced its financial results for the fourth quarter and year ended December 31, 2017, and reported that it had shipped 15.7 billion HeatSticks—a 60% increase from the prior quarter and a 325% year-over-year increase. Id. ¶¶ 120-21. The Company also announced that the market share for HeatSticks in Japan had increased during the fourth quarter, from 11.9% in the prior quarter to 13.9%. Id. ¶ 122. During an earnings call that day, Defendant Calantzopoulos stated that the Company’s growth in Japan was the result of an “increasing demand for HeatSticks, which we expect to grow further in the first quarter [of 2018]

following a planned lifting of the restriction on iQOS device sales.” Id. ¶¶ 123, 278. He declared, “We thus begin 2018 in excellent shape, with the supply of HeatSticks no longer an issue. The shipments of HeatSticks now shifted from air to lower-cost sea freight, and the capacity limits on IQOS device is behind us as of this month.” Id. ¶ 280. Finally, Calantzopoulos stated, “there’s nothing in the horizon that would affect—that would cause any change in what happened in the previous years.” Id. ¶¶ 124, 283. On February 21, 2018, Defendants Calantzopoulos, King, and Olczak each spoke on behalf of Philip Morris at the Consumer Analyst Group of New York (“CAGNY”) conference. Id. ¶¶ 127, 287. During their remarks, these Defendants represented that Philip Morris was experiencing continued growth. In particular, Defendant Calantzopoulos stated that Philip Morris was a “growth

stock” and that “8% plus currency-neutral net revenue growth is not just a 2017 or 2018 phenomenon.” Id. ¶¶ 128, 287. Defendant Olczak spoke about the performance of iQOS in the Japanese market and stated, “This growth trend continued in January of 2018” while displaying a slide that showed iQOS’s 16.3% national market share in Japan. Id. ¶¶ 129, 293; McDonough Decl. Ex. 9, at 42 (“CAGNY Presentation Slides”). He claimed, “Our weekly offtake shares in Japan continued to grow in January, both nationally and in the prefectures where the heated tobacco category is the most mature from a competitive standpoint.”1 Id. ¶¶ 130, 295. He also

1 “Offtake share represents select C[onvenience]-Store sale volume for HeatSticks as a percentage of the total retail sales volume for cigarettes and heated tobacco units.” CAC ¶ 130; CAGNY Presentation Slides at 45. stated, “Our strong share performances for iQOS continue to be underpinned by high iQOS switching across markets . . . . The most obvious example is Japan,” in a reference to switching consumers from conventional cigarettes to heated tobacco products. Id. ¶¶ 132, 297. Defendant King referred to the Company’s iQOS performance as “remarkable.” Id. ¶ 134.

C. Defendants’ Announcement About Slowing Growth in Japan and Subsequent Decline in Stock Value On April 19, 2018, Philip Morris issued a press release announcing its first quarter 2018 financial results and revealing that contrary to its prior projections, growth in iQOS sales had slowed in Japanese markets. Id. ¶ 139. Specifically, Defendants announced that the Company was experiencing “less-rapid-than-initially-projected growth in sales of devices to consumers in Japan in the first quarter, as we are now reaching more conservative adult smoker segments that may require, at least at first, slightly more time for adoption.” Id. The Company reported 6.2 billion HeatStick shipments to Japan in the first quarter of 2018—nearly 7 billion fewer HeatSticks than the Company shipped to that market in the prior quarter. Id. ¶ 140. During an earnings call that day, Defendant King stated that the Company sold fewer iQOS devices in Japan than expected “due to still limited awareness of iQOS increased availability and, more importantly, to the fact that we are reaching, earlier in the year than we had anticipated, the more conservative consumers, especially the age 50-plus smoker segment, which represents approximately 40% of the total adult smoker population.” Id. ¶ 142; McDonough Decl. Ex. 22, at 5 (“April 19, 2018 Call Tr.”). He also stated that “we are now reaching different socioeconomic

strata, with more conservative adult smokers who may have slightly slower patterns of adoption.” CAC ¶ 142; April 19, 2018 Call Tr. at 4-5.

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IN RE: PHILIP MORRIS INTERNATIONAL INC. SECURITIES LITIGATION, Counsel Stack Legal Research, https://law.counselstack.com/opinion/in-re-philip-morris-international-inc-securities-litigation-nysd-2020.