7UP BOY PLAN 26

7UP BOY PLAN
7UP Core starting to gain back after LOTUS campaign
Brand review
7UP Core: maintain gaining trend +0.2/13.4pt driven by RGB & PET MS (+0.1/4.1pt & +0.1/4.3pt res). Market dynamic:
Bright spot: HN gained back +0.5/14.5pt driven by MS recovery +0.7/11.8pt. While DN significantly increased +0.9/7.8pt thanks to RGB +0.6/1.8pt and MK driven by PETSS +0.2/21.1pt
Hot spot: HCMC slightly decreased (-0.1/14.5pt) caused by RGB loss while HCMP dropped (-0.3/10.4pt) impacted by SS declined

7UP - 2013 BOY MARKETING ACTIVITIES
Campaign Idea: Live On The Upsides , bring up moments to life (LET’S UP THIS MOMENT)

OBJECTIVE: Fortify Brand Love
TIMING : Aug - Dec
SCOPE: North focus
STRATEGY:
Continue to fortify Brand Love via LOTUS sustain
Build strategic hi-impact outlets in North
PACKAGING

New pack-type 1.75 liter

ABOVE THE LINE

TVC: re-air LOTUS penguin TVC 15s
Digital: Facebook app to promote “I Feel Up” song
Social Media: keep UP spirit
OOH – Rural expansion


BELOW THE LINE

Visibility in hi-impact outlets
On-ground activation (X’mas at Crescent Mall & Vincom Royal Time Square)






Enhance
Enhance Brand Equity & Strengthen Visibility
Enhance Brand Equity
Timing: 4 weeks (Oct – Nov)
Budget: 200k
Digital: continue to spread out Uptimism spirit
Concept: promote “I Feel Up” song
Timing: W4 Oct – W4 Nov
Budget: 20k
Strengthen Visibility
Scope: 23 provinces (HN – 9; Central – 5; HCMP – 3; MK – 6)
Timing: Aug - Dec
TVC airing sustain
Scope: 13 outlets (HP, Nam Dinh, Vinh Phuc, Thanh Hoa, Nghe An)
Timing: Sep – Dec
Real Pictures to be updated
X’mas activation at Crescent Mall & Hanoi Vincom Time Square
Timing: Mid Nov – Dec
Budget: 50k
Brand review
7UP Revive:

Share: keep flat at 8.9-the highest point ever.
Bright spot: After drop 0.2p last month, HCMC gain 0.5p thanks to PET (+0.5), ON premise (+0.9), distribution expansion (ND/WD=+1/+1), OOS management ( OOS/WOOS=-1/-1) and great support from retailer (+1p)
Hot spot: HCMP and DN are quite fluctuate over months. This round, HCMP loss 0.6p because of PET (-0.5), both ON&OFF channel (-0.4 & -0.7 res), losing distribution (ND/WD=-2/-1) as well as retailer support ( Pur% -0.9, stock% -1.5). Main drivers for dropping 0.6p in DN are OOS increase ( OOS/WOOS=+2/+3) and retailer support loss ( Pur%-1.4) despite of great effort in expanding distribution (ND/WD=+3/+3)

Volume: up to Aug, Revive meet 83% AOP with 67% time gone
Revive maintain the share record this round, YTD +4.3p
Revive Thematic sustain
OBJECTIVE:
1. Accelerate 7UP Revive momentum in HY1
2. Gain incremental share and volume for 7UP Revive, adding to total 7UP TM
Lead the aggressive growth for Hydration playground

TIMING: Aug to Oct

SCOPE: NAT ( focus North and MK)

STRATEGY:

Continue strengthening “Daily Fun Hydration” proposition via mass awareness and education
Build consumer bonding via Revive Fun Bike and enhance interaction via Digital activity
PACKAGING:

Normal packaging for current SKUs

ABOVE THE LINE

TVC:sustain
Mass PR on both online ( subpage on Vn-express) and print
Digital: Revive Fanpage ( kick off online contest to enhance consumer’s interaction and engagement
Show sponsorship: Revive Fun Bike show on Yan-TV ( top Youth channel)

New communication material
Digital content
Revive Fun Bike with celeb involvement