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  "documentTitle": "BAT | Investor Conference Presentation Deck | 52 slides",
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  "notes": "The slide uses a before-after structure to highlight the improvement in conversion rates over a one-year period.",
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      "text": "Source: Monthly Kantar tracker data. 1 Active Consumers – use New Category product at least once a week. 2 “Converted Smokers” - % of active consumers who do not consume Combustibles...",
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      "text": "BAT's active consumers who have stopped regular smoking",
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      "text": "glo and Vapour conversion rates for Dec 20, Dec 21, and Category",
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      "text": "And strong products are driving improved conversion rates",
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      "structure": "The Old Way (Pain) -> The Moment of Change -> The New Way (Glory) -> The Measurable Delta",
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