Imperial Brands Investor Day Presentation Deck
US deep dive: growth strategy focused on key brands
and route to market
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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
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Maximise value creation through Key
Accounts
32 Capital Markets Day | 27 January 2021
Example Levers
Grow share in MMC with Backwoods
Step up proven advertising approach
Multiply trial opportunities (e.g., smaller pack sizes)
Drive brand desirability (e.g., flavoured variations)
Continue to invest in product leaf quality
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IMPERIAL
BRANDS
Drive Salesforce Coverage and Effectiveness
Expand salesforce from c.700 to c.900 reps to drive
greater coverage (only 63% of outlets covered today)
Increase visit frequency for top accounts
Improve effectiveness through better tools and processes
●View entire presentation