Imperial Brands Investor Day Presentation Deck
Vapour: clear plan to improve performance in the US
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Historically disappointing returns
Ineffective, untargeted A&P Spend
Lacked clear consumer target
Promotions not linked to brand, positioning or
consumer journey
Poor Distribution and Visibility
Insufficient Points of Sale coverage
Poor in-store visibility
64 Capital Markets Day | 27 January 2021
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Clear ambition to return to share growth
Improved product proposition
Clearer targeting
Focused target consumer
More efficient and effective A&P
Improved distribution
Enhanced execution at point of sale
Upgraded go-to-market strategy
Supported by stronger execution and increased
management focus
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IMPERIAL
BRANDS
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Initial pilot phase in 2021, with future scale-up
subject to positive results in FY22 - supporting a
reduced investment and risk profileView entire presentation