Imperial Brands Investor Day Presentation Deck

Germany deep dive: enhance retailer partnerships to gain efficiency Enhanced partnerships with retailers drove share gains Imperial Market Share in Test Area - Before vs. After Initiative (%) POS 1 POS 2 POS 3 POS 3 POS 4 POS 5 Before Initiative After Initiative 16% 18% 17% 17% 23% 22% 22% 21% 24% 24% 39 Capital Markets Day | 27 January 2021 +39% +27% +26% +24% 25% 29% +8% +18% We successfully launched a retailer incentive programme, which resulted in significant market share gain Average Market Share Gain = +20% *** National roll-out over next six months Engaging retailer staff to connect with adult smokers on our products using: IMPERIAL BRANDS ■ Common goals: to create shared connection to the brand goals ■ Simplicity: simple communications supported by frequent catch-ups with retailers Th MAN MENG Colares

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