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TUC 21g PACKTUC 21g PACKMichael Balzo Julie Hubbard Adel Johnson Justin Moreno
24.6.2010
TUC’s VISION: TUC’s VISION: PositioningPositioning
is the main salty snack to satisfy small hunger pangs, sourcing business
from the salty snack market through its unique taste, texture
and better nutritional profile.
is always there when and where you want
it to be
THE BRIEF IN BRIEFTHE BRIEF IN BRIEF
Target: Men & Women 18-29
TUC’s Formulafor Success◦ 3 Pillar Strategy
Be Known◦ Penetration◦ Awareness
Be Visible◦ Animation on
shopping floor◦ In store displays
Be Everywhere◦ OOH◦ Discounters◦ Cash/Carry
OUR APPROACH: OUR APPROACH: Be EngagingBe Engaging
Focus on TUC’s positioning as an on the go satisfying snack, available anytime, anywhere
Take the opportunity to present a fourth pillar: be engaging
Reinforce and maintain TUC 21g’s image as the perfect snack for consumers on the go with an Integrated Marketing Campaign focused on mobility
SOCIAL MEDIA/PRSOCIAL MEDIA/PR
“Where’s TUC?”◦Facebook, Twitter, Czech blogs, YouTube◦Clues to event and giveaway locations
Rationale:◦ Engages consumers◦ Blogs see 1.6 million visitors monthly◦ Internet (5 million online)◦ "digital natives” understand and embrace it: a second home◦ Facebook has 2 million Czech users, average age is 25◦ Facebook is #1 Social Network in CZ
Source: Initiative Media CZ
OUT OF HOMEOUT OF HOME
Proposed Ideas:◦Wrapped Trams and Smart Cars◦Escalator and stair advertisements
Rationale: ◦OOH affords 99% coverage◦Demographic spends 80% of time OOH◦Smart Cars align with “small hunger” idea◦Public transportation enforces “on-the-go”
Source: Initiative Media CZ
PROMOTIONAL SAMPLINGPROMOTIONAL SAMPLING
Proposed Ideas:◦Where’s TUC? street team
Sampling, distribution of prizes at mystery locations
Drive wrapped cars, ride wrapped trams
Rationale:◦“Be visible”◦Opportunity for viral marketing
IN-STOREIN-STORE
Proposed Ideas: ◦Floor Talkers◦Secondary Placement/PoP Displays
Rationale:◦“Be visible”◦High % of purchase decisions made in-store◦Non-traditional displays helps catch attention
within limited decision making time
PROMOTIONALPROMOTIONAL
Proposed Ideas:◦Promotion with original sized packages of TUC◦Buy One 100g, Get One Free 21g pack
Rationale:◦“Be known” ◦Inform current consumers about TUC 21g
without changing purchase behavior
Thank you!