Simplified
and efficient
operations
Drive value from
our broader
market
portfolio
Performance
-based culture
and capabilities
Build a
targeted NGP
business
Consumer
at the centre
of the
business
Focus
on priority
combustible
markets
Transforming
Imperial
Brands
What Our Strategy
Will Deliver
We have set out a clear strategy that will
strengthen the business through strong
execution and consistent delivery.
The strategy will unlock value for our
shareholders, employees and all other key
stakeholders, supported by three clear
strategic pillars.
A renewed emphasis on our five priority
tobacco markets, a clear plan to drive value
from our broader market portfolio, and more
disciplined execution in NGP with an
increased focus on heated tobacco.
Strategic
Pillars
Placing the consumer back at the centre
of Imperial’s business, embedding a
challenger mindset that embodies a
performance-based culture and implementing
new ways of working to support an efficient
and simplified organisation.
These will be exciting times for Imperial Brands
as we transform and focus the company to
strengthen our delivery inthe years ahead.
Critical
Enablers
A stronger business with a sharper focus behind tobacco and
clearly defined roles for our major combustible markets.
Our commitment to harm reduction will be evident through our
new targeted and more disciplined NGP business.
We will have an energised and motivated organisation that is
focused on meeting consumer needs with a culture that is smart,
agile and focused on delivery.
We will be a stronger business capable of delivering sustainable
growth in revenue and profit, with continued robust cash flows
and a strong and efficient balance sheet.
What Our Strategy
Will Deliver
Robust and
reliable cash
generation
Enhanced
cash returns
A targeted
and more
disciplined
NGP business
committed
to harm
reduction
Stronger
businessin
our five
priority
combustible
markets
Sustainable
low-single digit
revenue growth
New ways of
working and
culture that
reinforce focus
on consumer
and delivery
Mid-single digit
operating profit
growth
Strong and
efficient balance
sheet
Clearly defined
role for the
broader market
portfolio to
optimise value
creation
Focus on priority
combustible markets
Target increased investment in our most appealing profit pools
Focus on defined key operational levers to unlock value
Prepare future growth engine
Create global processes and
drive best practice sharing
Selectively rationalise
portfolio
Drive value from our
broader market portfolio
Efficiently manage
broader market portfolio
Build a targeted
NGP business
Turnaround vapour business
with focus on the US
Focus on heated tobacco
in Europe as primary
growth engine
Oral nicotine focus on
existing markets
Consumer at the
centre of the business
Strengthen critical capabilities:
marketing, innovation, digital
and consumer insight
Leverage relevant brand
portfolio to address key
consumer needs
Invest in talent and embrace
diversity and inclusivity
Embed fact-based and
collaborative ways of working
Performance-based
culture and capabilities
Build a challenger mindset
throughout organisation
Simplify the organisation
through global processes
underpinned by technology
Simplified and
efficient operations
Create and embed clear
performance management
framework that will drive
agility and accountability
in decision making