{
  "docId": "019de511-0023-76cd-ab6e-283fb6e600fd",
  "docSlug": "e8fa066c47e289204dc4c884f15e1dbe",
  "documentTitle": "BAT | Investor Conference Presentation Deck | 60 slides",
  "authorId": "bat",
  "authorName": "BAT",
  "documentKindSlug": "conference-presentation",
  "documentKindLabel": "Conference presentation",
  "sourceTypeSlug": "investor_relations",
  "sourceTypeLabel": "Investor relations",
  "presentationDate": "2021-06-01 00:00:00",
  "orientation": "landscape",
  "aspectRatio": 1.7777778,
  "pageNumber": 15,
  "pageCount": 60,
  "prevPage": 14,
  "nextPage": 16,
  "slideType": "market_sizing",
  "function": "size_opportunity",
  "density": "overcrowded",
  "nDataPoints": 6,
  "notes": "The slide uses a series of donut charts to illustrate the expansion of the market over time.",
  "elementsJson": null,
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019de511-0023-76cd-ab6e-283fb6e600fd/15",
  "deckHref": "/decks/019de511-0023-76cd-ab6e-283fb6e600fd",
  "deckJsonHref": "/decks/019de511-0023-76cd-ab6e-283fb6e600fd.json",
  "deckAnchorHref": "/decks/019de511-0023-76cd-ab6e-283fb6e600fd#slide-15",
  "components": [
    {
      "bbox": {
        "h": 0.6,
        "w": 0.3,
        "x": 0.68,
        "y": 0.25
      },
      "kind": "chart",
      "text": "2025 market data",
      "attrs": null,
      "subkind": "donut",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "5ebcaa6f-521c-4430-82d0-261a0dd84491",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.4,
        "w": 0.2,
        "x": 0.07,
        "y": 0.35
      },
      "kind": "chart",
      "text": "2015 market data",
      "attrs": null,
      "subkind": "donut",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a41bde3f-ba02-4898-b05f-a1542995a514",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.5,
        "w": 0.3,
        "x": 0.35,
        "y": 0.3
      },
      "kind": "chart",
      "text": "2020 market data",
      "attrs": null,
      "subkind": "donut",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b060f633-c277-4c0d-a9dd-710eb5d17d49",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.95,
        "x": 0.02,
        "y": 0.93
      },
      "kind": "disclaimer",
      "text": "* 2025 estimate based on internal estimates. Industry Incidence Study & BAT internal estimates, excluding India and China. 2015 BAT revenue pre-RAI acquisition in 2017. **Total Non-Combustibles Net Consumers excludes-Poly users. Poly-usage across non-combustible products. *** Non-Combustible consumer definition. See Appendix A2.",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "083ea04a-dafa-47b8-9bad-23ae70531d1e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.45,
        "x": 0.06,
        "y": 0.78
      },
      "kind": "list",
      "text": "VAPOUR, TRAD ORAL, THP, MODERN ORAL",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "990bd416-b74b-4363-881c-7d071f00fd49",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.9,
        "x": 0.05,
        "y": 0.85
      },
      "kind": "metric",
      "text": "~£4bn Industry revenue, ~£16bn Industry revenue, ~£29bn Industry revenue",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1dc88d95-12e0-4505-8a42-788be374308d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.06,
        "w": 0.78,
        "x": 0.08,
        "y": 0.06
      },
      "kind": "title",
      "text": "A Large, Growing Multi-Category Opportunity",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d225a0a3-4388-4098-be9d-227632f3b400",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "2x2 matrix",
      "slug": "matrix-2x2",
      "agent": null,
      "layer": "slide",
      "matchId": "2418ba2b-4c22-4cde-a1a9-31d0157e2410",
      "evidence": "chart/donut: 2020 market data, chart/donut: 2025 market data, chart/donut: 2015 market data",
      "confidence": 0.5
    },
    {
      "name": "Big Idea Formula",
      "slug": "big-idea-formula",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "5c4a198f-7fe7-490d-b30a-bc915804af1f",
      "evidence": "A Large, Growing Multi-Category Opportunity",
      "confidence": 0.7
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 15,
      "from": 9,
      "beatId": "c02fda47-9d7b-4677-ad7e-d3b5c2080390",
      "arcName": "The Transformation Tale",
      "arcSlug": "transformation-tale",
      "beatName": "Problem-Agitate-Solution",
      "beatSlug": null,
      "evidence": "The before-after and propose solution slides present a problem-solution framework for BAT's transformation.",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": null,
      "parentBeatSlug": null
    }
  ],
  "loops": [
    {
      "to": 35,
      "from": 9,
      "name": "Before After",
      "slug": "21-before-after",
      "bestFor": "Product demos, process improvements, ROI justification",
      "matchId": "141c48c6-5c27-4ec7-ad6e-2746f3509f97",
      "evidence": "The before-after slides highlight the benefits of BAT's products compared to traditional tobacco products.",
      "position": 0,
      "objective": "To show the impact of BAT's transformation on toxicant exposure",
      "structure": "The Old Way (Pain) -> The Moment of Change -> The New Way (Glory) -> The Measurable Delta",
      "confidence": 0.8,
      "description": "Show the dramatic contrast between the old way and the new way through side-by-side comparison"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}