British American Tobacco PLC

With over 300 brands in their portfolio that are sold in over 180 markets worldwide, British American Tobacco is the world's most international tobacco group. They meet the diverse preferences of their many customers by working in all areas of the business. Being involved from the "seed to the smoke" ensures that British American Tobacco produces high quality tobacco products.

The Aim of British American Tobacco

British American Tobacco aims to create long-term sustainable shareholder value. They also aim to lead the tobacco industry in demonstrating corporate social responsibility and wider accountability.

They have demonstrated their leadership by being the first tobacco company to publish a Social Report. By publishing a Social Report, the principles of Corporate Social Responsibility would be embedded within the group to improve management decision-making through sensitivity to society's changing expectations.

British American Tobacco Brands

The main goal of British American Tobacco is to satisfy their customers' demands better and more profitably than their competitors. Therefore the group invests much effort and care to understand their consumers' preferences.

The brand strategy adopted by British American Tobacco differentiates them from their competitors which also underpins their approach product development. Their brands include:

• Dunhill - launched in 1967 and are now sold in 120 countries worldwide

• British American Tobacco launched Rothmans in 1890 which now sells in 115 countries

• Benson and Hedges - created for the then Prince of Wales in 1873, it is now sold in more than 80 countries.

• Viceroy - introduced in 1936, they are now sold in over 30 countries.

Source: www.bat.com

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