Our consumers – adult smokers – drive everything we do. Our goal is to satisfy consumers’ demands better and more profitably than our competitors. We invest effort and care in understanding consumer preferences, and we know that just as adults make informed choices about smoking, adult smokers make informed choices about brands.
Our brand strategy differentiates us from our competitors and underpins our approach to product development. We continue to build a focused, segmented and differentiated brand portfolio and allocate resources to a full range of brands deployed in the key industry areas that offer the most robust source of volume and profit growth.
At British American Tobacco Malaysia, our drive brands are Dunhill, Pall Mall and Kent. Dunhill leads in the premium segment with approximately 62 percent market share of the segment while Pall Mall is a dominant player in the value-for-money segment.