ATL & BTL Support Activities

ATL & BTL Support Activities

• Launched Blueberry flavour to replaced Vanilla Mint in August 2012

• As this flavour is unique in the market, it is also the HERO SKU in our launch

• All ATL and BTL support activities are featuring Blueberry

Pro Fresh Target Market• Target consumers:

- Age: 18 – 25 years old undergraduates and young adults

- Gender: Both male & female

- Race: All races in Urban & Semi-urban

- Personality Active, Fun, Hip, Outgoing

College/ University Students & Young Working Adults

Table Top GT Display Drive

Floor Standee + Sampling

Wobbler

ATL & BTL Activation

ATL Activities BTL Activities

Cinema Advertising

Magazine AdsCampus/ University

Advertising

TV Commercial

Tied up with Cathay Cinemafor Combo Deal during Pro Fresh Cinema Ad period

Product Sampling in various cinemasduring Pro Fresh Cinema Ad period

ATL Support Activities- Print Ads in Magazines -

Full page full colour

Blurp Ad

Panel Ad

ATL Support Activities- Print Ads in Magazines -

ATL Support Activities- Advertorials -

ATL Support Activities- Mega Poster Advertising in University/ College -

No University/CollegePopulation

(No of Students)No of Units

1 KLIUC,Kajang 6,000 2

2 INTI,Nilai 7,000 2

3 APIIT, Bukit Jalil 9,000 2

4 MMU,Cyberjaya 12,000 2

5 SEGI, USJ Subang 6,000 2

6 SEGI, KL 10,000 2

7 TARC, Setapak 25,000 2

8 UCSI, Cheras 6,000 2

9 University Malaya, PJ 30,000 2

TOTAL 111,000 18

Exposure to 111,000 students during the campaign

ATL Support Activities- Mega Poster Advertising in University/ College -

BTL Support Activities- Standee Display + Sampling -

Table Top Display – KLIUC Table top Display – University Malaya

BTL Support Activities- Table Top General Trade Display Drive -

University/ College

Table top Display – Convenience Shop Table top Display – Mini Market

BTL Support Activities- Table Top General Trade Display Drive -

BTL Support Activities- Price Promotion -

The Way Forward

• 2014 TVC started in April and will continue throughout the whole year

• To look into new flavours to keep the market excited as sales of current SKUs has slowed down

• Need strong price down promotion i.e. below RM3.00 to attract offtake

• Need branding at the bottle cap