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!