{
  "docId": "019de516-c0c2-736d-a774-973703e89fdd",
  "docSlug": "15211bcb110c50bffe8ab7b96e5455a3",
  "documentTitle": "BAT | Investor Presentation Deck | 36 slides",
  "authorId": "bat",
  "authorName": "BAT",
  "documentKindSlug": "conference-presentation",
  "documentKindLabel": "Conference presentation",
  "sourceTypeSlug": "investor_relations",
  "sourceTypeLabel": "Investor relations",
  "presentationDate": "2023-09-01 00:00:00",
  "orientation": "landscape",
  "aspectRatio": 1.7777778,
  "pageNumber": 19,
  "pageCount": 36,
  "prevPage": 18,
  "nextPage": 20,
  "slideType": "key_messages",
  "function": "summarize",
  "density": "overcrowded",
  "nDataPoints": 0,
  "notes": null,
  "elementsJson": null,
  "metadataConfidence": 0.9,
  "imagePath": null,
  "slideHref": "/slides/019de516-c0c2-736d-a774-973703e89fdd/19",
  "deckHref": "/decks/019de516-c0c2-736d-a774-973703e89fdd",
  "deckJsonHref": "/decks/019de516-c0c2-736d-a774-973703e89fdd.json",
  "deckAnchorHref": "/decks/019de516-c0c2-736d-a774-973703e89fdd#slide-19",
  "components": [
    {
      "bbox": {
        "h": 0.06,
        "w": 0.09,
        "x": 0.87,
        "y": 0.05
      },
      "kind": "image",
      "text": "BAT A BETTER TOMORROW",
      "attrs": {},
      "subkind": "logo",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e7b34988-0c59-4360-bf27-c738ee6398c1",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.21,
        "x": 0.526,
        "y": 0.27
      },
      "kind": "list",
      "text": "3 Vapour & THP are equally effective at encouraging smokers to switch",
      "attrs": {},
      "subkind": "numbered",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "190e5477-82e7-4007-9551-da9c1886d000",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.21,
        "x": 0.712,
        "y": 0.27
      },
      "kind": "list",
      "text": "4 Modern Oral will have a critical positive role to play",
      "attrs": {},
      "subkind": "numbered",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "4445e966-8b99-43dc-ad76-204f95fe39b7",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.21,
        "x": 0.154,
        "y": 0.48
      },
      "kind": "list",
      "text": "5 Nicotine is a substantial cause of disease from smoking",
      "attrs": {},
      "subkind": "numbered",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8a134dd2-90c6-4b6b-81dc-ed4924fb688a",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.21,
        "x": 0.34,
        "y": 0.27
      },
      "kind": "list",
      "text": "2 Vapour is the biggest contributor to consumer growth and accelerating",
      "attrs": {},
      "subkind": "numbered",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8ab2c24b-485b-4c66-a5b0-7a8789f44098",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.21,
        "x": 0.526,
        "y": 0.48
      },
      "kind": "list",
      "text": "7 NCs are used equally across cohorts",
      "attrs": {},
      "subkind": "numbered",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "9eff05d8-292a-4a6e-badb-1e60249f3d13",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.21,
        "x": 0.154,
        "y": 0.27
      },
      "kind": "list",
      "text": "1 THP & Vapour correlate inversely to Weighted Average Tar levels",
      "attrs": {},
      "subkind": "numbered",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ba77a2ae-b421-442a-a691-47d7969581aa",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.21,
        "x": 0.526,
        "y": 0.69
      },
      "kind": "list",
      "text": "10 Industry value is declining with cigarette sales",
      "attrs": {},
      "subkind": "numbered",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "cf3fe8de-2b68-4d69-b993-4b9d2d5a4fb7",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.21,
        "x": 0.34,
        "y": 0.48
      },
      "kind": "list",
      "text": "6 New Categories (NCs) are often a gateway to smoking",
      "attrs": {},
      "subkind": "numbered",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d136ec9f-ad10-4d87-ad3c-da62e628a4ee",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.21,
        "x": 0.712,
        "y": 0.48
      },
      "kind": "list",
      "text": "8 Poly-users tend to smoke just as much",
      "attrs": {},
      "subkind": "numbered",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d9839fbb-d714-429f-8468-bed48a2ea150",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.21,
        "x": 0.34,
        "y": 0.69
      },
      "kind": "list",
      "text": "9 NCs are less profitable",
      "attrs": {},
      "subkind": "numbered",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ddb9fffa-3daa-4c1d-aed4-c52e08e7f3d2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.02,
        "x": 0.03,
        "y": 0.93
      },
      "kind": "source-note",
      "text": "19",
      "attrs": {},
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "9942b5a3-52b3-4c8d-b46c-536a96185b14",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.32,
        "x": 0.076,
        "y": 0.07
      },
      "kind": "title",
      "text": "Theme 2: THR",
      "attrs": {},
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "7f511ed9-695e-4762-ba1d-35ea6c039f13",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 24,
      "from": 13,
      "beatId": "1e7c1775-5533-4501-8f52-52f7e7f16d0d",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Evidence & Proof",
      "beatSlug": "consultants-gambit-evidence-proof",
      "evidence": "The deck provides evidence and proof through various data points and research findings.",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": "Evidence",
      "parentBeatSlug": "evidence"
    }
  ],
  "loops": [
    {
      "to": 20,
      "from": 15,
      "name": "Aha Moment",
      "slug": "03-aha-moment",
      "bestFor": "Data-heavy sections, research findings, analytical arguments",
      "matchId": "eccb331f-4453-4ff9-ab8a-badab901e89d",
      "evidence": "The deck presents surprising insights and data to challenge existing beliefs.",
      "position": 1,
      "objective": "To create an 'aha' moment by challenging existing beliefs about nicotine and new categories.",
      "structure": "The Problem/Question -> What the Data Shows -> The Insight",
      "confidence": 0.7,
      "description": "Establish a tension, present data, then deliver the insight that changes everything"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}