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CASE STUDY

British American Tobacco (BAT)

British American Tobacco (BAT) – ‘a better tomorrow’ – is a global leader in the vaping industry, producing a diverse range of products, including flavoured e-liquids and advanced vaping devices. Operating in a competitive and rapidly evolving market, BAT required efficient solutions to maintain a strategic edge in tracking competitors and analysing market trends.

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Background

BAT’s competitive analysis process was previously hampered by manual, ad hoc, data collection and reporting workflows. These processes were resource-intensive, prone to errors, and lacked scalability, resulting in delays and inefficiencies in extracting actionable insights from competitive market data.

Objective

To provide BAT with a scalable, automated solution that minimises manual intervention, ensures accuracy in competitor analysis, and delivers timely insights to allow the business to maintain market leadership as well as call out regulatory discrepancies.

Implementation

Optia delivered a tailored data management solution as a service to address BAT’s challenges:

  • Automated Competitor Data Collection: Optia deployed custom scripts to continuously scrape competitor product information from multiple sources, ensuring up-to-date data ingestion.

  • Data Consolidation and Transformation: Optia managed the end-to-end process of cleaning, standardising, and consolidating disparate data into a cohesive, usable format.

  • Real-Time Insights Dashboard: Optia designed and maintained an interactive dashboard, offering BAT instant access to competitive insights without requiring internal technical resources.

  • Proactive Alerts and Reporting: Optia provided automated email alerts and regular summaries, keeping BAT informed of market changes and competitive product launches.

Results

  • Daily Competitor Insights: Optia ensured over 200 products were analysed daily, offering BAT real-time updates and a clear view of market dynamics.

  • Efficiency Gains: Manual processes were replaced with automated workflows, significantly reducing errors and enabling faster decision-making.

  • Actionable Notifications: Over 400 targeted alerts were delivered annually, allowing BAT to stay ahead of market trends and competitor activity.

  • Scalable Service Model: Optia’s adaptable solution enabled seamless integration of additional data sources and ensured the system could grow alongside BAT’s business needs.

Conclusion

Optia’s comprehensive data services allowed BAT to streamline its competitive analysis processes. By taking ownership of data ingestion, transformation, and reporting, Optia delivered a solution that eliminated inefficiencies, improved data accuracy, and provided BAT with the agility required to respond to market changes promptly. This partnership has enabled BAT to focus on strategic decision-making, ensuring sustained leadership in the competitive vaping industry​​.

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