BAT Responds to 2FIRSTS: Aligning HTP Product Prices with Cigarettes in Japan to Improve Affordabili

Emma Dean, Director of BAT's Northern Asia Pacific, Middle East, and Africa (APMEA) region, responded to 2FIRSTS regarding the company's low-price strategy in the East Asian market.

Recently, 2FIRSTS published a report analyzing the different low-price entry strategies employed by British American Tobacco in the East Asian market, including Japan and South Korea. In response, Emma Dean stated:

"Our (BAT) mission is to create a better tomorrow, committed to building a smoke-free future and encouraging adult smokers to switch to products that are less risky than smoking. Therefore, we have set the retail price of our heated tobacco products to be affordable compared to Japanese cigarettes."

 

"We will continue to comply with all applicable laws and regulations in the countries where we operate, developing and commercializing a variety of innovative, high-quality alternatives to tobacco and nicotine that can reduce the potential risks of smoking for adult consumers globally."

Related articles:    【1】 Competing in Japan's new tobacco market: Can BAT's low-price strategy succeed?   【2】 Behind the $110 million fine - BAT and more international companies' compliance bills

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