Imperial Brands Investor Day Presentation Deck
Germany deep dive: improve performance in East
Germany - historically under-developed region
Low Share in East Germany...
27%
Imperial Share by Nielsen Region
(FMC, FY20, % Volume)
28%
1 2 3A
3A
3B
23%
586
21%
18%
Avg. Share
(22%)
16%
5 6 7
Imperial's Strongholds
South
Underpenetrated East
Historically deprioritised Region
40 Capital Markets Day | 27 January 2021
...
while East is showing share
growth...
Market Split by Region
(FMC, FY17-20, % of Volume)
¶¶¶
FY17 FY18 FY19 FY20
40
43
5, 6 & 7
3B & 4
1,2 & 3A
and consumers in the East are
value-focused
Premium, High and Medium Tier Proportion of Total Volume
(FMC, FY20, %¹)
51 53
49
1 2
Share change
(FY17-20)
32
+0.5%pts
+0.2%pts
-0.7%pts
21
3A 3B 4 5&6 7
43
Potential to increase penetration in the
East by leveraging our value portfolio
1.Based on select brands covering top c.85% of market
****
Recent share gain suggests further
uplift is possible
FY20 FMC Activation Plan for Petrol and Grocery
Channels
3A
3B
586
IMPERIAL
BRANDS
1
Focus region
> 100 km to border
Period
April 2020-
September 2020
Approach
Stepwise approach
with support of all
market forces
+30bp in FMC in 3 months... suggesting
potential for further uplift
Source: SMART, Nielsen, Imperial Internal EstimateView entire presentation