Imperial Brands Investor Day Presentation Deck

● ● ● Germany deep dive: rejuvenate JPS as leading brand to recruit attractive demographics JPS Poorly Positioned today ● Older age groups with limited growth potential Full flavour only while market is moving towards light-flavour • More price-sensitive consumers Aided Brand Awareness, FY19 Q4 (%) Age group 25-45 years Full + non-full flavour Lower price-sensitivity Pall Mall L&M JPS West JPS' Future Ambition Low awareness vs. peers 68 38 | Capital Markets Day | 27 January 2021 82 79 80 Enhance Awareness Select Examples of Planned Changes Drive Brand Loyalty Address Demand JOHN FLAYER Shifts Raise Perceived Quality JOHN PLAYER JOHN PLAYER Optimise logo re-design and increase communication to target group Innovate regularly to stay relevant (e.g., special editions) and increase communication of brand story / heritage JPS New Equity Campaigns LET THE PLAYERS PLAY Leverage market trends including offering a range of lighter flavours and new pack sizes Avoid showcasing large packs and price in advertisement to raise perceived quality will HANLAH TERENART SEREMAL Rose JP IMPERIAL BRANDS GENIESSE HEUTE RECYCEL FÜR MORGEN KYNNING M JPS New Duo Pack Offer UNSER ERSTER DOPPEL-PACK NEU PLAYER JR 2 X 30 STK 60 STK 16,90 SY Fac

View entire presentation