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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
ATL & BTL Activation
ATL Activities BTL Activities

Cinema Advertising TV Commercial

Table Top
GT Display Drive

Campus/ University Floor Standee + Sampling


Magazine Ads Advertising
Wobbler
Tied up with Cathay Cinema
for Combo Deal during Pro Fresh Cinema Ad period
Product Sampling in various cinemas
during 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 -

Population No of
No University/College
(No of Students) 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 -
BTL Support Activities
- Table Top General Trade Display Drive -
University/ College

Table Top Display – KLIUC Table top Display – University Malaya


BTL Support Activities
- Table Top General Trade Display Drive -

Table top Display – Convenience Shop Table top Display – Mini Market
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