Menthol opportunity among Low Smokers by Roberto Duran / Paulina Ayala / Eduardo Kassab

The main objective of this infographic is a generated a graphic explaining for the opportunities that BAT has to offer menthol in a segment Low.
For this, it is necessary first understand the Low smoker, what are their likes and dislikes and the drivers for consumption Low offer.
Subsequently, we need understand Low smokers that consume deals VFM / Premium, his emotional drivers and factors that influence their buying decision.
The next step is to analyze the minty supply growth in the Mexican market and understand the possibilities of generating and offer for Low segment.
Finally, we present the results in a small study that include possible offers in a Low segment and understand the target goal and make a possible definition of the product can BAT can launch.