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  "documentTitle": "BAT | Investor Conference Presentation Deck | 60 slides",
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  "presentationDate": "2021-06-01 00:00:00",
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  "notes": "Uses a causal-chain style mapping to link consumer drivers to business assets.",
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      "text": "Mapping of Satisfaction, Reduced Risk, and Image & Identity to Portfolio, R&D, and Brands",
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      "text": "Vuse, glo, Velo logos",
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      "text": "3 Key Consumer Motivations drive 75% of the decision to switch from Cigarettes",
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      "text": "* Reduced Risk Products: Assuming a complete switch from cigarette smoking. These products are not risk free and are addictive. Source: New Categories Track, KANTAR Category Conversion Modelling",
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      "kind": "title",
      "text": "Leveraging our Insights, Strengths & Capabilities to Encourage Smokers to Switch",
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      "arcName": "The Transformation Tale",
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      "structure": "The Old Way (Pain) -> The Moment of Change -> The New Way (Glory) -> The Measurable Delta",
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