Imperial Brands Investor Day Presentation Deck
UK deep dive: strategic initiatives expected to offset
market headwind
●
●
Strong #2 in challenging market
environment
B
L&B
Slight market value decline expected as price
increases only partially offset smoker penetration
and decline in consumption
JOHN PLAYER
GOLDEN VIRGINIA
SPECIAL
SINGE 1877
HAND ROLLING TOBACCO
Significant illicit trade driven by high price/lower
affordability
Imperial well positioned as #2 player (41% share¹)
Several strong heritage brands (JPS, L&B, Golden
Virginia)...
...in particular in growing low price tiers as
consumers trade down
41 | Capital Markets Day | 27 January 2021
1. Volume Share, 2020
Source: Imperial Internal Estimate
5
Example Levers
Drive performance in under
-penetrated channels & regions
●
IMPERIAL
BRANDS
Unlock further share in the South
Defend FCT and FMC super king size where we
have fair share today
E
Launch right product for the right local typology,
e.g., Embassy Signature
Drive trial with adult smokers, e.g., through
brand ambassadors
Drive retailer advocacy, leverage existing best in
class trade incentive programme
EMBASSY
~Signature
GOLD
SUPERKINGSView entire presentation