C Client: Brand: Project: Requirements: Date Prepared: Agency Review: To: JQ & Dex CC: Serah, JQ & Wanja

Background:

F Job N

The VFM segment represents the main volume segment within the EquatA markets. Due to the high volume potential within this segment, it is also the segment in which competition is very active. It is therefore essential that BAT continuously offers better value to the target VFM consumers. Currently, BAT volume in this segment is dominated by local brands. The launch of Viceroy brings an image of internationalism and modernity appealing to the ASU 30 consumers in these markets. In line with the Global drive to internationalise the VFM segment, the launch of Viceroy is planned in several markets within EquatA. This will not only help to consolidate BAT's position in the VFM segment in markets where we are weak, but will also help to rejuvenate & strengthen the existing VFM offers in BAT strongholds. The launch of Viceroy represents an opportunity to consolidate BATs position within the VFM segment by exploring and penetrating competition strongholds, as well as rejuvenating & strengthening BAT position within its strongholds. Viceroy provides an opportunity for additional volume in the VFM segment by providing the VFM Mid Price consumers with a superior offer in terms of quality. Viceroy was chosen to provide the segment with a true international & value for money brand that delivers a superior smoking experience compared to local and regional competitive brands. As a result, this is expected to generate up trading from low price & DNP offers within the VFM segment. In addition, Viceroy brings modernity and ASU 30 appeal to the current VFM segment while aligning to the BAT GDB strategy. Competitive Analysis Rwanda: The Mid and Low price VFM represents the mains volume segments within the Rwanda market, accounting respectively for 50.4% and 47.8% of the total cigarette market. Competition is represented mainly by PTC and Mastermind, with an estimated 18% SOM (2005 est.). Exclusively in the Very low price VFM segment through Local brands Premier Filter, Filter star and super match. It is therefore essential that BAT strive to put forward a better proposition to consumers within the VFM mid Price segment, offering good value for money. And stop down trading to very low segment which offer more advantage to Competition.

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Viceroy was chosen to provide the segment with a true international & value for money brand that delivers a superior smoking experience compared to local and regional competitive brands. As a result, this is expected to generate up trading from Very low price & DNP offers within the VFM segment. In addition, Viceroy brings modernity to the current VFM segment, which will generate ASU 30 appeal while aligning BAT Rwanda portfolio with the GDB strategy. Consumer migration from Impala, Premier Filtre, Filter star and Super match will provide a credible volume and consumer base within the next 3 years which will then generate opportunity to up trade to other GDB offers within the high price (Pall Mall), Advertising objective: 1. To adapt launch communication from Somalia to support the launch of Viceroy in Rwanda 2. To adapt consumer and trade communication support materials and activities to ensure the successful launch of the brand on a national basis and to project and international image. 3. To adapt the consumer & trade activities to help us meet the volume objectives and maintain the recovery/growth of brand volume within the markets. 4. To generate brand awareness at POS. Target Audience: brand essence Setting New Standards in Low Current consumer perception: Desired consumer response: Creative Proposition/Insight: VICEROY, THE ONLY CHOICE

Support for the proposition: The brand essence is Setting New Standards in Low

Creative Requirements Production Budget:

Timelines: Campaign to break on 20th October 2006 Executional considerations and other useful information: Tone & manner: bold, fearless, dynamic way.

Thank you, Eunie

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