Page 4 - ASP Brand Presentation flow
P. 4
LEADS TO LESS AFFLUENT CONSUMERS BASE & BOTTLENECK IN CONSIDERATION
Sensitive to Pricing
7% Conversion Rate to Consideration
SES
INCOME
CIGARETTE SPENDING
Lower I
900 - 1,250
36%
Middle II
1,250 - 1,750
26%
Middle I
1,750 - 2,500
18%
Upper II
2,500 - 4,000
12%
Upper I
>4,000
8%
AWARENESS
CONSIDERATION
TRIAL
REPERTOIRE
REGULAR
49%
91% of Apache consumers are categorized as Middle I or lower consumer group
3.5%
2.4%
1.8%
0.4%
Rejuvenation is needed for more sustainable growth