Altria Group, Inc. · NYSE:MO
Altria — Technical Presentation (2023)
16 slides from Altria's technical presentation, 2023
Slide 1: Putting the Adult Smoker at the Center
Putting the Adult Smoker at the Center Brent Taylor, Managing Director, Consumer Marketplace Insights & Innovation, Altria Client Services Altria Client Services | Regulatory Affairs | DRAFT | Confidential 1
Slide 2: Putting Adults Who Smoke at the Center
Putting Adults Who Smoke at the Center Altria Client Services | Regulatory Affairs | DRAFT | Confidential 2
Slide 3: Adult Smoker Population is Sizeable
Adult Smoker Population is Sizeable ~6 MILLION Adult Smokeless Tobacco Consumers ~28 ~8 MILLION ~47 MILLION Adult Cigar Consumers MILLION U.S. Adult Smokers ~14 MILLION Total Adult Tobacco Consumers Adult E-Cigarette Consumers ALCS Internal Estimates Altria Client Services | Regulatory Affairs | DRA
Slide 4: There is Interest Among Adult Smokers 21+ in Completely Switching to Non-combustibles
There is Interest Among Adult Smokers 21+ in Completely Switching to Non-combustibles ? Very Open ADULT 12% 26% 53% SMOKERS 21-54 Less Open EXTREMELY 47% n=4037 Interested 29% In the next 6 months, how interested are you in NOT AT ALL Interested 14% VERY Adult Smokers 21+ completely switching Intere
Slide 5: Numerous Reasons Exist for Adult Smoker Interest in Smoke-free Tobacco Products
Numerous Reasons Exist for Adult Smoker Interest in Smoke-free Tobacco Products Their adult friends They dislike the They dislike the and family want smell of smoke social judgement The reasons them to change associated with being for interest their smoking an adult smoker behavior are increasing in
Slide 6: My Journey
MY JOURNEY I was a smoker I transitioned to I wanted to bring my smoke-free tobacco products experience to the organization Altria Client Services | Regulatory Affairs | DRAFT | Confidential 6
Slide 7: Building Empathy
BUILDING EMPATHY The highest form of knowledge is empathy. It allows us to step into the shoes of others so we can create real change. Altria Client Services | Regulatory Affairs | DRAFT | Confidential 7
Slide 8: 21 adults | 21 days
21 adults | 21 days Altria Client Services | Regulatory Affairs | DRAFT | Confidential 8
Slide 9: Project 21 – Consumer Ethnographies
PROJECT 21 – Consumer Ethnographies 21 ADULT SMOKERS interested in switching to smoke-free products Cataloged Behaviour Follow-up Interviews via video diaries and check-ins and weekly surveys 21 DAYS 3 MONTH 6 MONTH Check-in Check-in Altria Client Services | Regulatory Affairs | DRAFT | Confidential
Slide 10: Project 21 Key Takeaways
It’s About It’s Mindset It’s Broadly Possible Influenced It’s Surprising PROJECT 21 It’s Key Takeaways Complicated It Requires a Support System It’s It’s Emotional It’s a Change Liberating in Identity ALCS Consumer Market Insights Data Altria Client Services | Regulatory Affairs | DRAFT | Confidenti
Slide 11: Accelerating Tobacco Harm Reduction
Accelerating Tobacco Harm Reduction Altria Client Services | Regulatory Affairs | DRAFT | Confidential 11
Slide 12: The Need for a Portfolio of Products Approach
The Need for a Portfolio of Products Approach Adult Tobacco Consumer Clusters DIFFERENT MINDSETS Familiar Embrace Experiences Innovation Community Individualistic Minded Use Smoke-Free Exclusively Use Products Cigarettes Altria Client Services | Regulatory Affairs | DRAFT | Confidential 12 |
Slide 13: The Need for a Portfolio of Products Approach
The Need for a Portfolio of Products Approach Adult Tobacco Consumer Clusters USAGE MOMENTS Multitask Hang-Out Indulge Break Routine Reward Enhance Altria Client Services | Regulatory Affairs | DRAFT | Confidential 13 |
Slide 14: The Need for a Portfolio of Products Approach
The Need for a Portfolio of Products Approach Adult Tobacco Consumer Clusters BARRIERS AND MOTIVATORS Multitask Hang-Out Indulge Break Barriers and Motivators for Switching Across Each Routine Reward Enhance Altria Client Services | Regulatory Affairs | DRAFT | Confidential 14 |
Slide 15: Consumer Voice
Consumer Voice Support for Availability Misperceptions Harm Reduction of Alternatives of Nicotine Unsure Unsure Unsure Not Is Not a Important Carcinogen 6% Prohibition 12% 8% 9% 14% 13% 75% 83% 80% Harm Is a Important Reduction Carcinogen ALCS Consumer Market Insights Data Altria Client Services | R
Slide 16: Summary: Build Empathy with Adults Who Smoke
Summary BUILD EMPATHY WITH ADULTS WHO SMOKE 1 2 3 Deeply understand Provide a portfolio Clarify nicotine what can help them of authorized misperceptions switch to smoke-free smoke-free tobacco tobacco products products Altria Client Services | Regulatory Affairs | DRAFT | Confidential 16