2011 Annual Report

The marketing environment is continuously evolving – and so are we. We have begun a process of combining our marketing and sales resources into entrepreneurial com­mercial teams and have developed and launched a new strategic framework, PMI's Commercial Approach.

This new approach begins with a rigorous process of assessment of our current market position and future vision. There then follows a period of comprehensive planning of activities within a disciplined project management framework. We then engage with our trade partners to equip them to communicate with adult smokers about our brands and with adult smokers themselves to build brand awareness and loyalty. In the next stage, our field forces are structurally realigned to enable the deployment of this new strategy, and our marketing and sales teams are provided with the knowledge and tools needed to effectively execute their responsibilities. Overall buy-in to this new strategic approach empowers the organization and is the catalyst behind its success.