Imperial Brands Investor Day Presentation Deck

Germany deep dive: growth focused on brand equity and sales excellence 1 2 3 4 5 6 Increase participation in sub-premium Drive and rejuvenate local jewel brands Optimise our approach to the value segment Maximise the potential of FCT category Drive performance in under- penetrated channels & regions Maximise value creation through Key Accounts 37 Capital Markets Day | 27 January 2021 E D I ● Invest in Key Growth Brands Invest in driving target-relevant awareness for key growth brands like JPS ● ● Example Levers ● IMPERIAL BRANDS ● Drive Salesforce Excellence & Effectiveness Increase coverage to 80%+ of total outlets Leverage the growing discounter Key Account channel Improve performance in underdeveloped regions (e.g., East Germany) Rejuvenate JPS as leading brand to recruit attractive demographics... building on clear heritage and placing it into popular culture of urban smokers Enhance retailer partnerships and extend customer engagement platform to drive sales depth

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