Manzanita Sol
Table of Contents
 Program Overview

Program Calendar/Key Contacts
Program Overview
The Promotion
Marketing Plan
Funding
 
Program Calendar/Key Contacts


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




Program Overview


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.


1 New America Dimensions, PepsiCo Acculturation Study.
2 Manzanita Sol Brief, Dieste & Harmel, 2005.
3 Nielsen LA Latino Panel.
4 Millward Brown, Mexico U&A 2002
5 EvaMerc, Mexico U&A 2002



The Promotion


¿ 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.




Marketing Plan


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) ¿
Static Cling (Spanish and English) ¿
Minipole (90% save) (Spanish and English) ¿
Shelf Talker (Spanish and English) ¿
CD Rom Artwork ¿
OOH Artwork ¿
Cold Box Graphics (Spanish) ¿
Flavor rack Header Card (Spanish) ¿
Wal-Mart Corner Board (Spanish) ¿




Funding


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

  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




 
 Mug 2007
Table of Contents
 Program Overview

Program Overview
td height="15" class="headingnewprint" > Consumer Offer

vyz
 Packaging

Package
 
Program Overview


Situation

The Mug brand had solid performance in 2006 in Retail and is poised to build on the momentum in 2007:

  • Mug Root Beer grew 2.6% in 2006, with strong growth in Regular (+2.3%) and Diet (+3.9%).
  • Mug Regular Root Beer turns faster than Barq's Regular Root Beer in Grocery, Drug and Mass.
  • The Diet Root Beer segment grew significantly in 2006; Mug saw strong growth in this segment (+3.9%).


Source: (Total US G/D/Mx IRI YTD as of 12/31/2006)

Additionally, Mug Root Beer (Regular and Diet) was honored for the second year in a row with the 2007 Best Taste Award by American Culinary ChefsBest(tm)*, beating out A&W and Barq's Root Beers for the honor.

  • American Culinary ChefsBest(tm) (ACC) is an independent judging organization dedicated to recognizing and honoring the best products in America by conducting taste and performance testing for consumer packaged goods and products.


Solution

The Mug Brand has developed new thematic POS for 2007, "You Deserve a People Treat" that communicates:

  • Root Beer's role as an indulgent treat
  • Mug's ChefsBest Award for Best Taste in 2007


2007 Merchandising Elements:

  • Mini poles
  • Static cling
  • Shelftalker
  • Inflatable Mug Root Beer bottle
  • CC/dangler - FOOD SERVICE


Timing:¿¿Available in P4 through balance of 2007

Key Contacts:

Christy Donato (914-253-3684)
Jennifer Lambert (914-253-3068)




 
vyz


 Manzanita Sol
Table of Contents
 Program Overview

Program Calendar/Key Contacts
Program Overview
The Promotion
Marketing Plan
Funding
 
Program Calendar/Key Contacts


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




Program Overview


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.


1 New America Dimensions, PepsiCo Acculturation Study.
2 Manzanita Sol Brief, Dieste & Harmel, 2005.
3 Nielsen LA Latino Panel.
4 Millward Brown, Mexico U&A 2002
5 EvaMerc, Mexico U&A 2002



The Promotion


¿ 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.




Marketing Plan


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) ¿
Static Cling (Spanish and English) ¿
Minipole (90% save) (Spanish and English) ¿
Shelf Talker (Spanish and English) ¿
CD Rom Artwork ¿
OOH Artwork ¿
Cold Box Graphics (Spanish) ¿
Flavor rack Header Card (Spanish) ¿
Wal-Mart Corner Board (Spanish) ¿




Funding


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

  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




 


 
Package


 Manzanita Sol
Table of Contents
 Program Overview

Program Calendar/Key Contacts
Program Overview
The Promotion
Marketing Plan
Funding
 
Program Calendar/Key Contacts


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




Program Overview


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.


1 New America Dimensions, PepsiCo Acculturation Study.
2 Manzanita Sol Brief, Dieste & Harmel, 2005.
3 Nielsen LA Latino Panel.
4 Millward Brown, Mexico U&A 2002
5 EvaMerc, Mexico U&A 2002



The Promotion


¿ 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.




Marketing Plan


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) ¿
Static Cling (Spanish and English) ¿
Minipole (90% save) (Spanish and English) ¿
Shelf Talker (Spanish and English) ¿
CD Rom Artwork ¿
OOH Artwork ¿
Cold Box Graphics (Spanish) ¿
Flavor rack Header Card (Spanish) ¿
Wal-Mart Corner Board (Spanish) ¿




Funding


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

  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