TRADE MARKETING GROUP EL REAL SPAGHETTI & MACARONI SAMPLING & PUSH GIRL ACTIVITY

BRAND TAGLINE TYPE OF PROMOTION COVERAGE DURATION OBJECTIVES : : : : : : EL REAL HEALTHY SPAGHETTI "Spaghealthy goodness without the veggie taste" Sampling cum Alok Operation Visayas & Mindanao August to September 2013 1. To generate product awareness and encourage brand switching. 2. To induce product trial for El Real Healthy Spaghetti. 3. To increase sales offtake. 4. To generate a total of 1,200 hits a day. El Real Healthy Spaghetti 1kg El Real Healthy Spaghetti 500g (Refer to accounts for pricing) Php 70.00 Php 49.00 BA#URC-ELREAL-2013-

PRICING (SRP)

COMPETITOR

Direct: Royal Spaghetti, Del Monte Spaghetti, Ideal Spaghetti, Fiesta Spaghetti Indirect: Imported pasta, vegetable pasta Primary: Moms 35-45 years old, SEC BC1 with kids ages 6-12 years old Psychographics: Concerned about their kids nutrition AND value family's overall health and wellness. SAMPLING cum ALOK Operation DATE August 17, 2013 August 18, 2013 August 31, 2013 August 17, 2013 August 18, 2013 August 31, 2013 August 17, 2013 August 18, 2013 August 31, 2013 August 16, 2013 August 17, 2013 August 18, 2013 August 30, 2013 August 31, 2013 August 1, 2013 August 16, 2013 August 17, 2013 August 18, 2013 August 30, 2013 August 31, 2013 August 31, 2013 ALOK Operation DATE Aug 17, 18, 31. Sept 1, 14, 15, 28, 29. ACCOUNT Gaisano Main Tacloban Gaisano Central Gaisano Ormoc Gaisano Ormoc Riverside 578 Emporium Sanvic Supermart Inc New Camille Loon Mart ADDRESS Tacloban City Tacloban City Ormoc City, Leyte Ormoc City, Leyte Tacloban City Catarman, N. Samar Catarman, N. Samar Catarman, N. Samar TOTAL No. of PG 1 1 1 1 1 1 1 1 8

TARGET MARKET

SCHEDULE

ACCOUNT Gaisano Country Mall Gaisano Cordova Gaisano Talamban 578 Emporium Gaisano Ormoc Justmar Marketing Libra Mall Escalante Lopues Sagay Gaisano Main Bacolod Gaisano City Ledi Main Ledi Jaro Iloilo Supermart Mandurriao Gaisano Grand Antique Tandag USM Dipolog Lee Plaza Dipolog Friendly Mart Gaisano Capital-Ozamis Gaisano Capital-Pagadian SB Store KCC Marbel

ADDRESS Tabunok, Cebu Lapu-lapu City, Cebu Talamban, Cebu Tacloban City Ormoc City, Leyte Calbayog City Escalante, Negros Occidental Sagay, Negros Occidental Bacolod City La Paz Iloilo City Iloilo City Jaro, Iloilo City Iloilo City San Jose Antique Tandag City Dipolog City Dipolog City Ozamis City Pagadian City Quezon,Bukidnon Koronadal City South Cotabato TOTAL

No. of Teams 1 1 1 1 1

1 1 1 1 1 11

Aug 17, 18, 31. Sept 1, 14, 15.

MANPOWER

One (1) Cook One (1) Sampler One (1) Push Girl One (1) Roving Supervisor

Note: Interchangeability of roles in manning can also be considered.

SCHEME/MECHANICS

: 1 2 3 4 5 6 7

Eleven (11) sampling teams and eight (8) push girls shall be deployed to conduct sampling and push girl activity in the nominated accounts. Each team shall be composed of one (1) sampler, one (1) cook/helper, one (1) push girl, and one (1) roving supervisor. Interchangeability of roles in manning can also be considered. Push girl's main responsibility is to intercept all buyers of pasta to buy EL REAL. Sales target per venue per day is 36 kgs of Healthy Spaghetti, regardless of variant. Push girl shall be stationed in the pasta aisle where El Real is located. Sampler and cook/helper shall be stationed in the sampling booth. Each team shall cover one (1) venue per day. Sampling cum Alok shall be done from 10:00 am to 7:00 pm. Each team shall submit to URC the sales offtake during the activity using the format prescribed. Consolidated report shall be submitted to URC on or before following Thursday after acitivity date. INGREDIENTS: Healthy Spaghetti 1kg Cooking oil Garlic Onion Argentina Corned Beef Hunt's Party Style Spaghetti Sauce El Real Healthy Spaghetti Salt Pepper

1 pack 2 tablespoon 4 cloves 1 medium size 2 x 100 grams 1kg + 250g 1 kg 1/2 tsp 1/2 tsp

PRE-SAMPLING PROCEDURE: For EL REAL HEALTHY SPAGHETTI 1kg 1. Break the noodles into halves 2. Cook the noodles according to packaging instructions a. Bring 6 liters of water to boil.

b. c. d. e. f. g.

Add 2 tbsp cooking oil and 2 tbsp salt. Add 1kg of EL Real Healthy Spaghetti into boiling water. Stir occasionally to prevent pasta from sticking (once every 2 minutes). Cook uncovered for 10-12 minutes or until tender but firm to the bite (al dente). Drain the spaghetti. Rinse immediately with ICE WATER and drain well.
(Note: this is important as to stop the cooking and prevent the spaghetti from being soggy)

h. Pack into food keeper and cover to prevent drying. For SPAGHETTI SAUCE (1kg) 1. Pre-heat the sauce pan and add cooking oil. 2. Saute garlic and onion. 3. Add the corned beef. Cook for 1 minute. 4. Add the spaghetti sauce. Simmer for about 3 minutes. 5. Add salt and pepper to taste. WET SAMPLING PROCEDURE (in booth): (per 1kg spaghetti) 1. Prepare 20 grams (approx 15-20 strands) of cooked spaghetti noodles into sampling cups. 2. Place in food keeper and cover to prevent drying. 3. Re-heat the pre-cooked spaghetti sauce and let it stay on the sauce pot. Serving: 1. Place the sampling cups on the sampling trays (20 per tray). 2. Add tablespoon of heated spaghetti sauce in the prepared sampling cups with noodles. 3. Serve immediately. HOLDING TIME of Noodles in Foodkeeper w/o Sauce 4 hours HOLDING TIME of Prepared Noodles in Cups stored in Foodkeeper 2 hours max HOLDING TIME of Prepared Noodles w/ hot spaghetti sauce in cups 10 minutes max Samplers to strictly give our one (1) cup per respondent only. COOKING DEMO PROCEDURE (in booth): 1. Bring 6 liters of water to boil. 2. Add 2 tbsp cooking oil and 2 tbsp salt. 3. Add 1kg of EL Real Healthy Spaghetti into boiling water. 4. Stir occasionally to prevent pasta from sticking (once every 2 minutes). 5. Cook uncovered for 8-10 minutes or until tender but firm to the bite (al dente). 6. Drain the spaghetti. 7. Rinse immediately with ICE WATER and drain well. ** Deliver spiels while waiting for pasta to cook. STOCKS ALLOCATION: Product El Real Healthy Spaghetti (1kg)

Per Venue Per Day (in pcs) 12 pcs

LOCATION FOR SAMPLING: 1. Selling area near the product placement 2. Near the cashier 3. Any area with high visibility to consumers (high foot traffic) Options: This sampling activity requires cooking demo in the booth. If an outlet is not available in the high foot traffic area, you may do the cooking at the back. Note: Never place the sampling booth near fresh produce area. SPIEL: Hi Maam/Sir! May anak ba kayong hindi mahlig kumain ng gulay? / Mahilig po ba kayo kumain ng gulay? Try niyo ang bagong El Real Healthy Spaghetti, the only spaghetti with malunggay and carrot bits but without the veggie taste. It has Vitamins A kaya good for eye sight, Vitamin C kaya good for immune system and Calcium that helps build strong bones and teeth. It is also affordable at only __ SRP! Bili na! El Real Healthy Spaghetti with real malunggay and carrot bits but without the veggie taste! REMINDERS: 1. Find out the price of the product per account. 2. Find out where/ which aisle is the product El Real Healthy Spaghetti located. 3. Ensure that the sampling area is neat, clean and pleasing to look at. 4. Keep the trash bins at the back of the booth where it is not visible to consumers. 5. Ensure that a sample of the actual product El Real Healthy Spaghetti is displayed on top of the booth during sampling activities. 6. Observe competitors' activity. UNIFORM : Supervisor/ Sampler (female) Helper (female or male) Plastic Gloves Plastic Gloves Hairnet Hairnet White collared shirt (c/o manpower) White collared shirt (c/o manpower) Black Slacks (c/o manpower) Black Slacks (c/o manpower) Black Shoes (c/o manpower) Black Shoes (c/o manpower) El Real Healthy Spaghetti Apron (c/o Brand) El Real Healthy Spaghetti Apron (c/o Brand) Note: no accessories (earrings, watch, bracelets, necklace) Booth/ Merchandising Materials: El Real Healthy Spaghetti Sampling booth and skirting El Real Healthy Spaghetti X-Stand Banner with stand Sampling Kit: Trash Bags Trash Bin Tissue Sampling Cups Sporks Cooking Kit: Portable Gas Stove 24 cm aluminum casserole (for sauce) Push Girl (female) Hair in ponytail El Real Healthy Spaghetti Sports dress (c/o Brand) White socks White sneakers Detailer

MATERIALS

Rags Stove Water Sampling Tray

Set of cooking materials Scissors Sampling Products Ingredients

Measuring Spoon Strainer

Chopping Board Utility Knife

48 cm aluminum casserole (for pasta) Cooking Spoon Spaghetti Server

Plastic Tray Fire Extinguisher Can Opener

Small plastic pail Small Table Storage Box

SAMPLING BOOTH SAMPLE:

HEALTHY SPAGHETTI APRON: