Promotional Strategy MKTG 380 Presentation Amy Barnes Carrie Beasley Vincent Francal Christophe Jaubertie Julien Malmont

Target Market Target Market Target Market - Active - Bachelor’s degree - Ages Goal-oriented - Enjoy the luxuries of life Location Location  Metrolina - Mecklemnburg - Gaston - York - Rowan - Union - Cabarras - Lincoln = 150,000 people

Channel Strategy Oro™ has a simple distribution channel: Oro™ has a simple distribution channel: Manufacturer > Grocery and convenience stores > Consumer Oro™> Walgreens, Harris Teeter…> Consumer Advantages of that strategy are to cut costs and to be aware of our target markets needs and wants. Advantages of that strategy are to cut costs and to be aware of our target markets needs and wants.

Media Vehicles Strategy Newspaper Ad Billboard Brochure A Press Release Specialty Advertising Item Coupon Self-Liquidating Premium Magazine Ad Direct Mail Piece Newspaper Insert

Newspaper Advertisement Placed in The Herald and The Charlotte Observer Placed in The Herald and The Charlotte Observer Published every Wednesday throughout June, July, and August Published every Wednesday throughout June, July, and August 4 1/2” x 5” 4 1/2” x 5” Gourmet Taste On The Go! Cafe Pronto is a single serving of rich coffees, in a variety of flavors that offers a new way to drink coffee on the go. Just open the packet, pour the contents into a cup, add hot water, mix, and pronto...you’ve just made yourself a cup of great-tasting coffee. Ask for us at your local grocery and convenience stores.

Billboard 20 billboards 20 billboards Located around the Metrolina Area Located around the Metrolina Area

Brochure Placed in local grocery stores and convenience stores Placed in local grocery stores and convenience stores 1,000 distributed equally throughout the Metrolina Area 1,000 distributed equally throughout the Metrolina Area

Press Release Store event set up at the Charlotte Bi-Lo during the first month of our promotional campaign Store event set up at the Charlotte Bi-Lo during the first month of our promotional campaign Give out samples of Cafe’ Pronto Give out samples of Cafe’ Pronto Collect donations for the American Red Cross Collect donations for the American Red Cross

Specialty Advertising Item Magnets Magnets Contains our logo Contains our logo One will be placed in each package of Cafe’ Pronto during the first month of our promotional campaign One will be placed in each package of Cafe’ Pronto during the first month of our promotional campaign Approximately 1,000 will be distributed Approximately 1,000 will be distributed

Coupon Placed on the back of the package Placed on the back of the package Offers 75 cents off of the consumer’s next purchase Offers 75 cents off of the consumer’s next purchase Offer Expires 12/31/03 Save $.75 off your next purchase

Self-Liquidating Premium Coffee Mug Coffee Mug Contains our logo and slogan Contains our logo and slogan Customer can receive a mug once they mail in 5 proofs of purchase Customer can receive a mug once they mail in 5 proofs of purchase

Magazine Ad Placed in The Charlotte Magazine Placed in The Charlotte Magazine One page ad One page ad Published once a month Published once a month

Direct Mail Piece Letter sent out to Metrolina County residents Letter sent out to Metrolina County residents Introduces our product and invites people of the area to our store event at Bi-Lo Introduces our product and invites people of the area to our store event at Bi-Lo Sent out to approximately 1,000 residents Sent out to approximately 1,000 residents

Newspaper Insert Placed in the newspapers once a month Placed in the newspapers once a month Contains area for customers to bring in the insert to the local grocery stores and convenience stores to get stamped for every purchase of Cafe Pronto Contains area for customers to bring in the insert to the local grocery stores and convenience stores to get stamped for every purchase of Cafe Pronto

Media Schedule-June June 1: coupon placed in newspapers; press release to Charlotte Observer 4: newspaper ad 7: premier at Bi Lo 8: coupon placed in newspapers 11: newspaper ad 14: coupon placed in newspapers 18: newspaper ad 22: coupon placed in newspapers 25: newspaper ad 29: coupon placed in newspapers

Media Schedule-July July2: newspaper ad 6: coupon placed in newspapers 9: newspaper ad 13: coupon placed in newspapers 16: newspaper ad 20: coupon placed in newspapers 20: coupon placed in newspapers 23: newspaper ad 27: coupon placed in newspapers 30: newspaper ad

Media Schedule-August August3: coupon placed in newspapers 6: newspaper ad 10: coupon placed in newspapers 13: newspaper ad 17: coupon placed in newspapers 20: newspaper ad 24: coupon placed in newspapers 27: newspaper ad 31: coupon placed in newspapers

Promotional Campaign “Gourmet Taste On-The-Go” Where?: Outdoor, magazine, and newspaper ads; premiums… Where?: Outdoor, magazine, and newspaper ads; premiums… Why?: to attract consumers interest in our product. Our target market includes consumers that lead busy lives. Why?: to attract consumers interest in our product. Our target market includes consumers that lead busy lives. The message: it had been developed to promote our image of luxurious and rich tasting coffee, that is easy to make for people “On-the-go”. The message: it had been developed to promote our image of luxurious and rich tasting coffee, that is easy to make for people “On-the-go”.  Gives them both the gourmet taste they seek and the ease they need to be able to carry on their active lives while still enjoying a great cup of coffee.

Creative Plan Our logo was creatively designed to encompass the idea of gourmet coffee and is colorful to attract attention. The brand name is Café Pronto, which is Spanish for ‘ready coffee.’ Our slogan “Gourmet Taste On-The-Go” also describes what our product offers, while being short and unique enough to remember. Our promotional campaign should prove to be effective in getting our product recognized because we have strategically placed it in the Metrolina Area focusing on our target market.