atl & btl support activities
DESCRIPTION
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. - PowerPoint PPT PresentationTRANSCRIPT
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