1 US Promotion 2006 - Marketing Proposal Presented by 27 August 2005

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US PromotionUS Promotion 2006 2006

- - Marketing ProposalMarketing Proposal

Presented by

27 August 2005

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Why work with Wellcome / Oliver’s?Why work with Wellcome / Oliver’s?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

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• Wellcome: 240 stores

• Oliver’s the Delicatessen

• Extensive Wellcome channel to maximize the sales opportunity, awareness and participation

• The high renown of Oliver’s as a gourmet food shop helps substantiate the campaign

Massive NetworkMassive Network

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Extensive Range of US ProductsExtensive Range of US Products

• Wellcome: over 4,000 products

• Oliver’s: 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

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Professionalism in Food RetailProfessionalism in Food Retail

• Wellcome: since 1945 (60 years)

• Oliver’s: since 1981 (24 years)

• We know exactly how food products can be promoted to maximize the opportunity.

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Strong Anchor for Strong Anchor for Market-wide Promotion Market-wide Promotion

• Wellcome’s monthly transaction quantities exceed 14 million

• High traffic and extensive store network

An excellent advertising channel to enhance overall awareness of the

campaign

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Our Theme for 2005 …Our Theme for 2005 …

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Promotion Theme & Leverage PointsPromotion 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 retailer’s reach to build

awareness of US foodstuffs & drive sales

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RationaleRationale

• 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 Wellcome’s strong fresh food campaigns

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TimelineTimeline

• Period– 26 May to 22 June 2006

• Duration– 4 weeks

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Campaign MixCampaign Mix

PR Launch

Core Promotion- Introduction of “My Pyramid”

- Sales Promotion- In-store Demo / Display / POS

Consumer Programme

Follow-up PRProgrammes

Advertising Support

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PR LaunchPR 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

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Consumer ProgrammeConsumer ProgrammeUS 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

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Sales PromotionSales 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

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Sales PromotionSales 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

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In-store POSIn-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

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In-store POS –In-store POS –Window Shelf TalkersWindow Shelf Talkers

The shelf talkers are

hanged at the spot

of purchase - they receive

the most attention!

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Advertising Support – Print AdAdvertising Support – Print Ad

• It’s 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

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US ParticipantsUS Participants

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US Red Meat and Products

Washington Apples

US Poultry & Eggs

California Almonds

US Dairy Products

US Rice

California Wines USA Potatoes

Alaska Seafood US Pears

US Raisins US Table Grapes

Sunkist Products

A Wide Variety of US Agricultural ProductsA Wide Variety of US Agricultural Products

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Core MechanismCore Mechanism

Major

Food Chain

Restaurant & hotels

Other US non-food merchantsMass Advertising

PR ProgramConsumer Programs (In-stores)

“US Passport”

Incentive

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A Large Scale Multi-Sectoral A Large Scale Multi-Sectoral Celebration of the Best of Celebration of the Best of

US FoodstuffsUS FoodstuffsUS

Department of

Agriculture

US Agricultural

Cooperators &

Exporters

Major

Food Chain

Top Restaurants

& Hotels

Other US Non-

Food Brands

Consumers

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