1 US Promotion 2006 - Marketing Proposal Presented by 27 August 2005.
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Transcript of 1 US Promotion 2006 - Marketing Proposal Presented by 27 August 2005.
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US PromotionUS Promotion 2006 2006
- - Marketing ProposalMarketing Proposal
Presented by
27 August 2005
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Why work with Wellcome / Oliver’s?Why work with Wellcome / Oliver’s?We possess the following strengths to facilitate the maximum exposure and awareness for your campaign:
• Massive network
• Extensive range of US products
• Professionalism in food retail
• Strong anchor for market-wide promotion
• Proven records of organising large-scale promotions/ national promotions
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• Wellcome: 240 stores
• Oliver’s the Delicatessen
• Extensive Wellcome channel to maximize the sales opportunity, awareness and participation
• The high renown of Oliver’s as a gourmet food shop helps substantiate the campaign
Massive NetworkMassive Network
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Extensive Range of US ProductsExtensive Range of US Products
• Wellcome: over 4,000 products
• Oliver’s: over 2,000 products
including all categories such as fresh foods, perishables, frozen foods, ready-to-serve foods and grocery items
• The wide product range provides a strong promotion platform
* Selection of stores depend on budget and suitability of customer profile
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Professionalism in Food RetailProfessionalism in Food Retail
• Wellcome: since 1945 (60 years)
• Oliver’s: since 1981 (24 years)
• We know exactly how food products can be promoted to maximize the opportunity.
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Strong Anchor for Strong Anchor for Market-wide Promotion Market-wide Promotion
• Wellcome’s monthly transaction quantities exceed 14 million
• High traffic and extensive store network
An excellent advertising channel to enhance overall awareness of the
campaign
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Our Theme for 2005 …Our Theme for 2005 …
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Promotion Theme & Leverage PointsPromotion Theme & Leverage Points
• Based on “My Pyramid”, the new USDA food pyramid for healthy living & a balanced diet & lifestyle.
• Enjoy US foods & healthy eating• Focus on building fresh food sales• Reinforce “3” Aspects: Delicious,
Healthy/Nutritious, Safe• Leverage top HK retailer’s reach to build
awareness of US foodstuffs & drive sales
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RationaleRationale
• Focus on building fresh food sales • Reinforce the quality of US foods, in particular
the fact that they are natural, nutritious and delicious
• Leverage on Wellcome’s strong fresh food campaigns
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TimelineTimeline
• Period– 26 May to 22 June 2006
• Duration– 4 weeks
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Campaign MixCampaign Mix
PR Launch
Core Promotion- Introduction of “My Pyramid”
- Sales Promotion- In-store Demo / Display / POS
Consumer Programme
Follow-up PRProgrammes
Advertising Support
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PR LaunchPR Launch• The Launch PR event is an attention
grabber to ensure extensive media exposure for the campaign Suggested programs for the PR event – Guests from USDA and Wellcome to deliver speech
and officiate the launch– To attract more interest and publicity, we could
arrange:
* cheer leaders performance
* celebrity chef demonstration
* super model catwalk with US fresh foods
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Consumer ProgrammeConsumer ProgrammeUS Passport• This is a vehicle to bring different elements of the
promotion together • It is a booklet to be given away for free or upon a certain
amount of purchase (depends on printing qty and budget)
• Each page has different content, including product discount, joint promotion coupons, healthy food recipes and information on US products.
A basket-full of offers to enhance awareness and sales of US products
Could be extended to other local US merchants to build more synergy
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Sales PromotionSales Promotion
• “My Food Pyramid” Promotion – It will be the focus of the promotion. The new concept
will be introduced and the fresh food promotions will work around this theme.
• Buy more US Products, Get more Discount– Bundle sale, multi buy, combo offers, etc …
• Cross-Category Promotions– E.g. Buy US fresh foods and get a discount on US
cooking condiments
* Details subject to promotion planning of Merchandise Team
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Sales PromotionSales Promotion
• Food Demonstrations– Food sampling will be held at in-store booths to
encourage trial and purchase of US fresh foods – The booths will be decorated with America identity
e.g. US flags
• Product Display Tables– Fruit, vegetable and organic food
will be showcased to create visualappeal
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In-store POSIn-store POS
• A series of tailor-made POS will be displayed to arouse attention at stores– Jumbo Poster – Hanging Mobile– Product Booth– Window Shelf Talker
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In-store POS –In-store POS –Window Shelf TalkersWindow Shelf Talkers
The shelf talkers are
hanged at the spot
of purchase - they receive
the most attention!
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Advertising Support – Print AdAdvertising Support – Print Ad
• It’s the key communication channel for the promotion mechanics, product and price offers, etc
• Will be displayed at prominent locations of all Wellcome stores as well
• No of insertions and selection of media depends on budget
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US ParticipantsUS Participants
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US Red Meat and Products
Washington Apples
US Poultry & Eggs
California Almonds
US Dairy Products
US Rice
California Wines USA Potatoes
Alaska Seafood US Pears
US Raisins US Table Grapes
Sunkist Products
A Wide Variety of US Agricultural ProductsA Wide Variety of US Agricultural Products
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Core MechanismCore Mechanism
Major
Food Chain
Restaurant & hotels
Other US non-food merchantsMass Advertising
PR ProgramConsumer Programs (In-stores)
“US Passport”
Incentive
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A Large Scale Multi-Sectoral A Large Scale Multi-Sectoral Celebration of the Best of Celebration of the Best of
US FoodstuffsUS FoodstuffsUS
Department of
Agriculture
US Agricultural
Cooperators &
Exporters
Major
Food Chain
Top Restaurants
& Hotels
Other US Non-
Food Brands
Consumers
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