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Program Overview |
Program Calendar/Key Contacts
Program Overview
The Promotion
Marketing Plan
Funding
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Program Calendar/Key
Contacts
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Program Calendar
Key Dates: Field Checklist |
Date |
Action |
November 7, 2005 |
¿ Trade Tool Kit Binder ships (PCC/Bottlers)
¿ Program Write-ups posted to POLR |
November/December 2005 |
¿ Roll out programs at GMA meetings
¿ Begin to sell program into accounts |
Allow 8 weeks before start of program |
¿ POP orders due on POLR |
1 - 2 weeks after order |
¿ POP arrive in Field |
Key Contacts
Name |
Telephone |
E-Mail |
Mariana Corzo |
914-253-3094 |
mariana.corzo@pepsi.com |
Lara Montilla |
914-253-3292 |
lara.montilla@pepsi.com |
Margaret Kiss |
914-253-2865 |
margaret.kiss@pepsi.com |
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Program Overview
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Manzanita Sol is off to a great start establishing itself as the
preferred apple soft drink for Latinos. We need to continue
building awareness and driving trial of the brand. The 2006 plans
have been built to help us meet those objectives with radio to
create awareness and sampling events to drive trial.
Consumer Pull
- Spanish language Manzanita Sol radio spot in key Latino
markets.
- Sampling at the Wal-Mart Hispanic Heritage Month Sampling
event.
- Coupon support in the Latino Magalog.
Trade Push
- Fly away trip to romantic destinations for use as
ASP¿s.
- Impactful and relevant in-store merchandising elements will
help secure incremental space.
Program Summary |
Merchandising Materials |
Yes |
Media Support |
Yes |
Consumer Offer |
Yes |
Package Change |
No |
Brand Building
Manzanita Sol¿s natural taste is so tempting that you
would do anything to get it. You can¿t avoid falling into
its temptation.
Objectives
Consumer
- Establish Manzanita Sol as the preferred apple soft drink for
the Latino consumer.
System
- Secure incremental sales
- Gain more than our fair share of the growth of flavored
CSD¿s.
Situation
- The Unacculturated Latino gravitates towards flavors/brands
from their home countries.1
- By 2007, 70% of the Fruit Flavor CSD growth will come from the
Latino consumer.2
- Latino consumers over-index in consumption of Apple
flavor.3
- In Mexico, Apple is the biggest flavor within the Fruit Flavor
category.4 But it is still underdeveloped in the
U.S.2
- Manzanita Sol (Apple CSD) is the leading equity brand in
Mexico.5
- Manzanita Sol was successfully launched in select Latino
markets in the U.S. in September 2005.
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The Promotion
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¿ Focus Brands: |
Manzanita Sol |
¿ Timing: |
Year round |
¿ Merchandising: |
Minipole with 33% Save and Static Cling |
Local ASPs
Account Specific Programs
Use your flexible funding to create a Manzanita Sol local
ASP¿s leveraging the brand¿s
¿temptation¿ positioning. Leverage flexible Manzanita
Sol thematic POP and locally created /secured assets to develop
culturally relevant account specific programs.
- On Valentine¿s Day, cross-promote Manzanita Sol with
high selling seasonal products.
- Example: With the purchase of a Manzanita Sol 12 pack,
get a $1.00 discount on a box of chocolates
- Leverage Pepsi¿s relationship with hotel chains for a
romantic get away sweepstakes.
- Example: With the purchase of a Manzanita Sol 12 pack,
participate in a sweepstake for a chance to go to the Beaches
Resort in the Caribbean.
- PCNA Field Representatives coordinate with Bottlers to sell-in
programs to key retailers as an account specific or chain-wide
program.
- Source all prizes locally. For more information on Beaches
Resort please contact Mariana Corzo at mariana.corzo@pepsi.com
Wal-Mart Hispanic Heritage Month Sampling
- Wal-Mart¿s Hispanic Heritage Month Sampling Event is an
event organized by Wal-Mart where different vendors get to sample
their products in the top 500 Wal-Mart Hispanic stores.
- All material needed for the sampling will be provided to the
Wal-Mart team, so the only thing needed from the bottlers is
product available in the stores.
- Manzanita Sol will have category exclusivity.
- PCNA will sample 12 packs.
- Sampling will take place Mid-September. Finalized dates and
stores list to be provided once Wal-Mart communicates them to
us.
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Marketing Plan
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Media Support
- Spanish Manzanita Sol radio copy to run on Spanish radio
stations.
- Flex funding can be used to purchase spot radio and Out of
home.
Retail POP
CRITICAL DATE: POP
ORDERS SHOULD BE AT LEAST 8 WEEKS BEFORE PROGRAM
EXECUTION |
RETAIL POP: ELEMENTS AVAILABLE* |
GROCERY, DRUG, C&G, IBS |
Thematic Merchandising |
Minipole (33% save) (Spanish and English) |
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Static Cling (Spanish and English) |
¿ |
Minipole (90% save) (Spanish and English) |
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Shelf Talker (Spanish and English) |
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CD Rom Artwork |
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OOH Artwork |
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Cold Box Graphics (Spanish) |
¿ |
Flavor rack Header Card (Spanish) |
¿ |
Wal-Mart Corner Board (Spanish) |
¿ |
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Funding
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Latino funded markets can use available 2006 Multicultural
Market funding to execute Manzanita Sol programs.
Latino Funded Markets |
Austin, TX |
Las Vegas, NV |
Riverside, CA |
Bakersfield, CA |
Los Angeles, CA |
San Antonio, TX |
Chicago, IL |
McAllen, TX |
San Diego, CA |
Corpus Christi, TX |
Mesquite, TX |
San Fernando, CA |
Denver, CO |
Miami, FL |
San Francisco, CA |
El Paso, TX/Albuquerque, NM |
Moonachie, NJ |
San Joaquin, CA |
Houston, TX |
New York, NY |
Torrance, CA |
Laredo, TX |
Phoenix, AZ |
Tucson, AZ |
Latino Focus Market Funding
Program Element |
PCNA |
BOTTLER |
POP Materials |
50% |
50% |
Premiums/Dealer Loaders |
50% |
50% |
ASP Creative Development |
0% |
100% |
Multicultural Market Funding
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POP Materials, Display Builders and Dealer Loaders |
Fund Amount Communication |
Detailed Funding allocations will be communicated under
separate cover to the FMDs. |
Parameters |
Items must be purchased through Marketing Services via
POLR. |
Fund Execution |
PBG Bottlers submit billing to PBGHQ - SPA
All Other Bottlers directly to Margaret Kiss - Purchase |
Point Person |
Margaret Kiss (914) 253-2865 |
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