Our Product Innovation Process
Our enhanced innovation pipeline is enabled by our approach to product lifecycle management, driven by our 5D model.
This process involves five ‘D’ stages. We DEFINE and prioritise consumer opportunities, DISCOVER at a technology and product level, DEVELOP the commercial offering through our internal or external capability network, then leverage our global scale and capabilities to fully DEPLOY our winning portfolio, and finally DELIST products when the time calls for it.
All stages are underpinned by strong portfolio management, ensuring our innovation pipeline and in-market portfolio are actively managed for maximum impact. This means better, faster innovations with efficient development, rollouts and removals, generating higher returns on investment.
“Our innovation ecosystem is designed to deliver products that meet consumer demands and bring value to our business. In designing our products, we seek to assess their environmental impact and ensure they are compliant, ready for global market rollout. Most importantly, they must align with our A Better Tomorrow™ vision through Building a Smokeless World and reducing the health impact of our business.”
Luigi Giucca
Group Head of New Categories R&D
Innovation Formula
εi = CxAxRxE
εi = Innovation Sufficiency
C = Consumer insights
A = Safety Assessment
R = Regulatory Compliance
E = Environmental, Social & Governance
Enhanced Product Lifecycle Management
Active portfolio management
Define
C = Consumer insights
A = Safety assessment strategy
R = Regulatory strategy
E = Environmental strategy
Discover
C = Qualitative and quantitative testing
A = In silico evaluation
R = Regulatory approach confirmed
E = Lifecycle analysis and design choices
Develop
C = Validated product experience
A = In vitro, in vivo and human testing
R = Regulatory submission compilation
E = Environmental target delivery
Delist
C= Product removed from market
A = Vigilance until 100% removed from market
R = Regulatory notifications as appropriate
E = Footprint reduction of the next generation
Deploy
C = Adult consumer launch deployment
A = Post market product vigilance
R = Market by market compliance
E = Responsible use and disposal guidance
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