Annual report 2010 - Imperial Tobacco Group

How We Leverage Our Key AssetsConsumer CentricUnderstanding whatdrives our consumersLink to StrategyStrategy Performance Governance FinancialsSatisfying consumers and aligning our portfolio to their evolvingpreferences is fundamental to our sales growth strategy.We work hard to understand how our consumers are impactedby the regulatory and economic environment, and how thisaffects their smoking enjoyment.Consumer behaviours and their brand and product preferencesvary from market to market, which means local consumerinsights are key to driving sales. We therefore make sure thatour local management teams have the flexibility to align theirportfolio to specific local market and consumer dynamics,within our Group strategic framework.Our product quality management systems ensure we are fullyfocused on meeting the requirements of our consumers. Wealso invest in research and development to bring consumersinnovative improvements in products and packaging.By further embedding our consumer mindset we are betterable to anticipate consumer trends at a local level across allprice segments ensuring that our comprehensive brand andproduct portfolio remains relevant and continually meets thedemands of our consumers.We have a versatile portfolio and our products are availableacross the pricing spectrum, which considerably enhancesour growth potential.We are well known for our strength in value for money brandsand products and this is increasingly relevant in the currenteconomic climate. Consumers are searching for value andwe have responded by developing a portfolio with significantstrength in value offerings. However, our total tobacco focushas created a versatile portfolio, which also includes a broadrange of premium and mainstream brands and products.16