Post on 20-Jan-2016
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