Big Cola Success09

Successful Story Successful Story Thailand 2009Thailand 2009


““The 1The 1stst year of Marketing” year of Marketing”


•Launch 1Launch 1stst TVC in Thailand TVC in Thailand

““The 1The 1stst year of Marketing” year of Marketing”

•Launch new 2 FlavorsLaunch new 2 Flavors

•Launch 2nd TVCLaunch 2nd TVC

•Sponsored the Biggest Event.Sponsored the Biggest Event.

•Use new Media Tactics.Use new Media Tactics.

•Enchance new product selling Point Enchance new product selling Point ““No Caffeine”No Caffeine”

•Invest for Brand by making Research Invest for Brand by making Research

•Getting start with 7-ElevenGetting start with 7-Eleven


“Extreme refreshment, Extreme taste With no Caffeine”.

•Launch 1Launch 1stst TVC in Thailand TVC in Thailand


Launch new 2 Flavors: Launch new 2 Flavors: Big Orange Big Orange Big Lime Big Lime

AJE “Big” can compete in all Soda segment.

Big Orange

Big Lime

Oro

Successful Story Successful Story Thailand 2009Thailand 2009Launch new 2 Flavors:Launch new 2 Flavors:

http://images.google.com.mx/imgres?imgurl=http://files.blog-city.com/files/J05/85988/p/f/logo_bigcola.jpg&imgrefurl=http://laotraorilla.blog-city.com/poca_de_cosecha_para_coca_cola.htm&usg=__J685X5-VQC9lGDDJuUiO8zrIUck=&h=300&w=387&sz=33&hl=es&start=6&tbnid=JOBSEdBBSTjuiM:&tbnh=95&tbnw=123&prev=/images?q=refrescos+de+cola&gbv=2&hl=es


•Invest for Brand by making Research Invest for Brand by making Research

•U&A research on Jan 09U&A research on Jan 09

•Brand Tracking Wave I on July 09Brand Tracking Wave I on July 09

•Brand Tracking Wave II on Oct. 09Brand Tracking Wave II on Oct. 09

Brand Awareness Top of MindBrand Awareness Top of Mind

10%10%

40%40% 40%40%

35%35%30%30%

39%39%34%34%

Jan.09Jan.09 July.09July.09 Oct.09Oct.09

19%19%

23%23%


“Extreme refreshment, Extreme taste With no Caffeine”.

•Launch 2nd TVCLaunch 2nd TVC

Successful Story Successful Story Thailand 2009Thailand 2009•Use new Media Tactics.Use new Media Tactics.•TV scoop.TV scoop.

1. Celebrity Endosement.1. Celebrity Endosement.

2.Extreme Lifestyle .2.Extreme Lifestyle .

By put this TV scoop onBy put this TV scoop onTeen TV programTeen TV program


1. Celebrity Endosement.1. Celebrity Endosement.•Make Brand look more Popularity .Make Brand look more Popularity .•Use young teenage starUse young teenage star•““No Caffeine”No Caffeine”


2. Extreme Lifestyle.2. Extreme Lifestyle.•Make Brand linkage with Teen.Make Brand linkage with Teen.•Use newly teenage lifestyleUse newly teenage lifestyle•““Zaa>No Caffeine”Zaa>No Caffeine”


•Enchance new product selling Point Enchance new product selling Point ““No Caffeine”No Caffeine”

““Caffeine”>>Bad PerceptionCaffeine”>>Bad Perception >>Harmful>>Harmful

>>Not for Children>>Not for Children

““Big Cola no Caffeine”Big Cola no Caffeine” >>Healthy>>Healthy >>Everyone can drink>>Everyone can drink >>Our target’s youngest>>Our target’s youngest


•Getting start with 7-ElevenGetting start with 7-Eleven

•Start with Big Cola 1.5 Ltr.Start with Big Cola 1.5 Ltr.

•With media POS at 7-11 in LaunchingWith media POS at 7-11 in Launching


•Sponsored the Biggest Event.Sponsored the Biggest Event.•South East Asia GAMESSouth East Asia GAMES

•Special for Thai, all wating to see.Special for Thai, all wating to see.•Held in Laos. And Pepsi was a Main Held in Laos. And Pepsi was a Main sponsor this event.sponsor this event.•Pepsi pay 7 M.USD but have only sign Pepsi pay 7 M.USD but have only sign board on location.board on location.

•Big Cola sponsored Live Broadcast to Big Cola sponsored Live Broadcast to Thailand with 50,000 USD and get 140 Thailand with 50,000 USD and get 140 mins.of TV spot for 12 days. mins.of TV spot for 12 days.

•For Thai people, look like Big cola is For Thai people, look like Big cola is MainMain sponsored for SEA Games. sponsored for SEA Games.

Thank you Thank you & see more & see more Extreme inExtreme in20102010

Big Cola Success09

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