US Promotion 2006 Marketing Proposal

1
US Promotion 2006 - Marketing Proposal

• Presented by
• 27 August 2005

2
Why work with Wellcome / Olivers?

• We possess the following strengths to facilitate
  the maximum exposure and awareness for your
  campaign
• Massive network
• Extensive range of US products
• Professionalism in food retail
• Strong anchor for market-wide promotion
• Proven records of organising large-scale
  promotions/ national promotions

3
Massive Network

• Wellcome 240 stores
• Olivers the Delicatessen
• Extensive Wellcome channel to maximize the sales
  opportunity, awareness and participation
• The high renown of Olivers as a gourmet food
  shop helps substantiate the campaign

4
Extensive Range of US Products

• Wellcome over 4,000 products
• Olivers over 2,000 products
• including all categories such as fresh foods,
  perishables, frozen foods, ready-to-serve foods
  and grocery items
• The wide product range provides a strong
  promotion platform
• Selection of stores depend on budget and
  suitability of customer profile

5
Professionalism in Food Retail

• Wellcome since 1945 (60 years)
• Olivers since 1981 (24 years)
• We know exactly how food products can be
  promoted to maximize the opportunity.

6
Strong Anchor for Market-wide Promotion

• Wellcomes monthly transaction quantities exceed
  14 million
• High traffic and extensive store network

An excellent advertising channel to enhance
overall awareness of the campaign
7
Our Theme for 2005
8
Promotion Theme Leverage Points

• Based on My Pyramid, the new USDA food pyramid
  for healthy living a balanced diet lifestyle.
• Enjoy US foods healthy eating
• Focus on building fresh food sales
• Reinforce 3 Aspects Delicious,
  Healthy/Nutritious, Safe
• Leverage top HK retailers reach to build
  awareness of US foodstuffs drive sales

9
Rationale

• Focus on building fresh food sales
• Reinforce the quality of US foods, in particular
  the fact that they are natural, nutritious and
  delicious
• Leverage on Wellcomes strong fresh food
  campaigns

10
Timeline

• Period
• 26 May to 22 June 2006
• Duration
• 4 weeks

11
Campaign Mix
PR Launch

• Core Promotion
• - Introduction of My Pyramid
• - Sales Promotion
• In-store Demo / Display / POS

Consumer Programme
Follow-up PRProgrammes
Advertising Support
12
PR Launch

• The Launch PR event is an attention grabber to
  ensure extensive media exposure for the campaign
• Suggested programs for the PR event
• Guests from USDA and Wellcome to deliver speech
  and officiate the launch
• To attract more interest and publicity, we could
  arrange
• cheer leaders performance
• celebrity chef demonstration
• super model catwalk with US fresh foods

13
Consumer Programme

• US Passport
• This is a vehicle to bring different elements of
  the promotion together
• It is a booklet to be given away for free or upon
  a certain amount of purchase (depends on printing
  qty and budget)
• Each page has different content, including
  product discount, joint promotion coupons,
  healthy food recipes and information on US
  products.

A basket-full of offers to enhance awareness and
sales of US products Could be extended to other
local US merchants to build more synergy
14
Sales Promotion

• My Food Pyramid Promotion
• It will be the focus of the promotion. The new
  concept will be introduced and the fresh food
  promotions will work around this theme.
• Buy more US Products, Get more Discount
• Bundle sale, multi buy, combo offers, etc
• Cross-Category Promotions
• E.g. Buy US fresh foods and get a discount on US
  cooking condiments
• Details subject to promotion planning of
  Merchandise Team

15
Sales Promotion

• Food Demonstrations
• Food sampling will be held at in-store booths to
  encourage trial and purchase of US fresh foods
• The booths will be decorated with America
  identity e.g. US flags
• Product Display Tables
• Fruit, vegetable and organic food will be
  showcased to create visualappeal

16
In-store POS

• A series of tailor-made POS will be displayed to
  arouse attention at stores
• Jumbo Poster
• Hanging Mobile
• Product Booth
• Window Shelf Talker

17
In-store POS Window Shelf Talkers
The shelf talkers are hanged at the spot of
purchase - they receive the most attention!
18
Advertising Support Print Ad

• Its the key communication channel for the
  promotion mechanics, product and price offers,
  etc
• Will be displayed at prominent locations of all
  Wellcome stores as well
• No of insertions and selection of media depends
  on budget

19
US Participants

20
A Wide Variety of US Agricultural Products
21
Core Mechanism
Restaurant hotels
Major Food Chain
US Passport
Incentive
Other US non-food merchants
Mass Advertising PR Program Consumer Programs
(In-stores)
22
A Large Scale Multi-Sectoral Celebration of the
Best of US Foodstuffs
Top Restaurants Hotels
US Department of Agriculture
Major Food Chain
Consumers

US Agricultural Cooperators Exporters
Other US Non- Food Brands
23
END