British American Tobacco P.l.c. · LSE:BATS
British American Tobacco P.l.c — Investor Day (2024)
18 slides from British American Tobacco P.l.c's investor day presentation, Oct 25, 2024
Slide 1: Building a Smokeless World: Insights & Foresights
Building a Smokeless World 7.83" Insights & Foresights Julian Prynn, Group Head of Consumer Insights & Foresights
Slide 2: Why start by talking about consumer insights?
Why start by talking about consumer insights? • Core to the strategy & the starting point for marketing & innovation • Traditional BAT strength, even more valuable in today’s context • Now significantly enhanced capabilities, fuelled by a decade of multi-category experience • Clearer more actionable
Slide 3: BAT has always had strong consumer insights in its DNA
BAT has always had strong consumer insights in its DNA Yesterday Today GDBs portfolio strategy Multi-Category strategy Powered by Powered by Combustibles Insights Cross-category Insights .… to offer consumers the best range of choices 3
Slide 4: Insights capabilities now an even bigger advantage with multi-categories
Insights capabilities now an even bigger advantage with multi-categories Different preferences in Increasing total poly-use* Category insights have markets & segments (2x in last 4yrs) relevance beyond Examples: At the end Start of of the day the day Flavour evolutions Relaxing with closed ones Comm
Slide 5: Modernised insights tools now better equipped for multi-category understanding
Modernised insights tools now better equipped for multi-category understanding Segmentation Consumer labs Digital track Understand & prioritise Direct authentic Real-time trends consumer groups consumer interactions & performance • Fast • Total poly-use* & future oriented • Co-creation • Continuous
Slide 6: New Demand Moments framework goes beyond occasions
New Demand Moments framework goes beyond occasions for better New Category actionability* Social context N SOCI STAI AL ISE SU the goit With Coll frien s eag ds On -tran ue In s Highly Highly actionable Enables NC actionable growth e o ith D F Ta At focu s clos ng w LO BON ne sk wo W axi rk Rel Boos
Slide 7: Video - Demand Moments Framework
(Video - Demand Moments Framework) 7
Slide 8: New Demand Moments framework goes beyond occasions
New Demand Moments framework goes beyond occasions for better New Category actionability* Social context N SOCI STAI AL ISE SU the goit With Coll frien s eag ds On -tran ue In s Highly Highly actionable Enables NC actionable growth e o ith D F Ta At focu s clos ng w LO BON ne sk wo W axi rk Rel Boos
Slide 9: Video - Demand Moments Consumers
(Video - Demand Moments Consumers) 9
Slide 10: New Demand Moments framework goes beyond occasions
New Demand Moments framework goes beyond occasions for better New Category actionability* Social context N SOCI STAI AL ISE SU the goit With Coll frien s eag ds On -tran ue In s Highly Highly actionable Enables NC actionable growth e o ith D F Ta At focu s clos ng w LO BON ne sk wo W axi rk Rel Boos
Slide 11: New Horizon framework gives a foresights-led focus to New Category innovation
New Horizon framework gives a foresights-led focus to our New Category innovation development Prioritised innovation New Category opportunity spaces Inspiration & Ideation ical sco echn pin T g FMC-LIKE ADDED VALUE MODULATION 200+ Pipeline Innovations CONSUMER CONSCIOUS SHIFT LAB 4x n EVERYDAY vs.’2
Slide 12: Insights feeding more powerful innovation: Vuse
Insights feeding more powerful innovation Vuse - selected high level* insights examples: Unmet need for premium Desire to customize experiences sophistication (design & features) for different moments Need for new & enhanced flavour Concerns around environmental and sensation experiences impact & un
Slide 13: Insights feeding more powerful innovation: glo
Insights feeding more powerful innovation glo - selected high level* insights examples: Need for more taste satisfaction & Desire for moment specific immediacy for cigarette-like sensorials customisation Desire for more discretion & style Need to address cleaning pain for better device appeal point
Slide 14: Insights feeding more powerful innovation: Velo
Insights feeding more powerful innovation Velo - selected high level* insights examples: New to MO users challenged by new Need for more differentiated rituals & intense sensory experiences stand-out offers New to MO users seek familiar tastes Desire for responsible offers (natural (differs for each
Slide 15: Video - Product Innovation
(Video - Product Innovation) 15
Slide 16: Insights & Foresights Transformation
Insights & Foresights Transformation • New team, tools & ways of working • Fully integrated global community • Deep collaboration highly valued across categories & R&D • Dynamic aspirational culture now attracting great diverse talent Future Integrated & Actionable & Consumer Fast & Oriented Collabo
Slide 17: Key take-outs
Key take-outs • BAT insights step-change, fuelled by multi-category experience • Clear actionable briefs to R&D and category teams • Ongoing continuous improvement Significantly enhanced consumer insights are now driving better marketing outcomes 17
Slide 18: Appendix
Appendix A1: Adjusting (Adj.) Adjusting items represent certain items which the Group considers distinctive based upon their size, nature or incidence. A2: Constant currency Constant currency – measures are calculated based on the prior year's exchange rate, removing the potentially distorting effec