They stress the importance of getting smokers to commit at an early age -- as early as 14, according to Waxman, though the company denies this -- to a specific brandofcigarette based on the belief that their first choice will be a lasting one.
The remainder depends on specific business goals that are undisclosed (although Broughton did provide an example from a previous year: the successful integration of BAT's acquisition of the Rothman cigarettebrand).