{
  "docId": "019de50f-2de9-7701-9fa7-6c85182be983",
  "docSlug": "46002e299fc6f144dd645842d7d9d694",
  "documentTitle": "Imperial Brands | Investor Presentation Deck | 165 slides",
  "authorId": "imperial-brands",
  "authorName": "Imperial Brands",
  "documentKindSlug": "conference-presentation",
  "documentKindLabel": "Conference presentation",
  "sourceTypeSlug": "investor_relations",
  "sourceTypeLabel": "Investor relations",
  "presentationDate": "2018-09-01 00:00:00",
  "orientation": "landscape",
  "aspectRatio": 1.7777778,
  "pageNumber": 18,
  "pageCount": 124,
  "prevPage": 17,
  "nextPage": 19,
  "slideType": "segmentation",
  "function": "analyze_data",
  "density": "balanced",
  "nDataPoints": 16,
  "notes": "The slide uses a bar chart to show current vs projected vaping incidence, with CAGR values listed below.",
  "elementsJson": null,
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019de50f-2de9-7701-9fa7-6c85182be983/18",
  "deckHref": "/decks/019de50f-2de9-7701-9fa7-6c85182be983",
  "deckJsonHref": "/decks/019de50f-2de9-7701-9fa7-6c85182be983.json",
  "deckAnchorHref": "/decks/019de50f-2de9-7701-9fa7-6c85182be983#slide-18",
  "components": [
    {
      "bbox": {
        "h": 0.6,
        "w": 0.72,
        "x": 0.18,
        "y": 0.25
      },
      "kind": "chart",
      "text": "Vaping incidence growth by archetype",
      "attrs": null,
      "subkind": "bar-vertical",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "036e2ca9-3d9c-4130-a26d-e01fb0aad399",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.12,
        "x": 0.05,
        "y": 0.94
      },
      "kind": "source-note",
      "text": "Source: Internal model",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b5be1cca-92ae-4631-a7b7-a726144cfe64",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.04,
        "w": 0.56,
        "x": 0.14,
        "y": 0.08
      },
      "kind": "title",
      "text": "GROWTH RATES VARY PER ARCHETYPE",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ff0d145b-3567-4ae4-9ea6-eba435ae9f06",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.34,
        "x": 0.33,
        "y": 0.18
      },
      "kind": "title",
      "text": "Vaping Incidence Growth 2018 - 2025",
      "attrs": null,
      "subkind": "subtitle",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "47e6cc6d-0cb7-40b1-870c-2e258682d2b2",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Chart Selection Guide",
      "slug": "chart-selection-guide",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "d3593b42-f3db-47c6-bb57-2c8d46e3e828",
      "evidence": "chart/bar-vertical: Vaping incidence growth by archetype",
      "confidence": 0.7
    }
  ],
  "frameworks": [
    {
      "name": "market-segmentation-pyramid",
      "slug": null,
      "matchId": "5dcd28a7-8932-438f-bad3-0ce6bb05dc61",
      "evidence": "Categorization of smokers into distinct archetypes (Mainstream, Nascent, Less Developed, Not Permitted)",
      "confidence": 0.8
    }
  ],
  "arcBeats": [
    {
      "to": 63,
      "from": 16,
      "beatId": "082337e5-75f6-4804-aab6-2896250e699f",
      "arcName": "Monroe's Motivated Sequence",
      "arcSlug": "monroes-sequence",
      "beatName": "Satisfaction",
      "beatSlug": "monroes-sequence-satisfaction",
      "evidence": "The presentation showcases Imperial Brands' products, innovation, and science.",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    }
  ],
  "loops": [
    {
      "to": 21,
      "from": 15,
      "name": "Cost Of Inaction",
      "slug": "27-cost-of-inaction",
      "bestFor": "Urgent budget requests, compliance, risk mitigation",
      "matchId": "4469a6ce-4e57-4684-ad7a-88cc344b3440",
      "evidence": "The slides highlight the risks and challenges of not addressing the smoking problem.",
      "position": 0,
      "objective": "What are the consequences of not adopting harm reduction products?",
      "structure": "The Status Quo -> The Hidden Costs Accumulating -> The Future State of Inaction -> The Tipping Point",
      "confidence": 0.7,
      "description": "Quantify what happens if the audience does nothing"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}