Creativity, Analysis and Execution

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Creativity, Analysis and Execution

• Mihai Savu
• Southern California BU
• Aug 9, 2006

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Outline

• About me
• Where do I come from?
• Work experience
• Interests and hobbies

• Summer Projects
• CREATIVITY Tropicana Twister Citrus
• ANALYSIS Manzanita Sol
• EXECUTION Sea World

• PBG Experience
• What did I enjoy most?
• My plans after graduation

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CREATIVITY Tropicana Twister Citrus

• Situation
• Tropicana Twister Citrus 20oz 2L scheduled for
  launch in P6, 2006.
• The national POP does not adequately communicates
  grapefruit flavor and similarity to Squirt.

• Objective
• Create new POP that would better communicate
  Tropicana Twister Citrus as a best in class
  grapefruit flavored CSD

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CREATIVITY Tropicana Twister Citrus

• How did I help our team achieve this objective?

• Researched competitions brand logos and concepts
  (Squirt, Fresca)

• Provided creative direction for new POP look and
  elements

• Conference calls
• Jennifer Lambert Tropicana Twister Brand
  Manager
• TracyLocke Dallas Team
• Amy Johnson TracyLocke SoCal Account Director
• Victor Oropeza PCNA Multicultural Marketing
  Manager
• Marisa Perez PBG SoCal BU Marketing Director

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• Coordinated artwork revisions
• SoCal TracyLocke team
• DallasCultura team

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CREATIVITY Tropicana Twister Citrus

• Worked with cross functional teams to get element
  quantities by location

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ANALYSIS Manzanita Sol

• Situation
• Manzanita Sol lunched in SoCal Key Latino Markets
  in P9, 2005
• Market wide launch P6, 2006

• Objective
• Provide KAMs the needed tools to close
  distribution gaps and improve volume

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ANALYSIS Manzanita Sol

• How did I help our team achieve this objective?

• Utilized the Enterprise Reporting Tool to pull
  reports and track volume

• Compiled and analyzed data to pinpoint
  distribution gaps

• Collaborated with PCNA and PBGs Marketing Teams
  to develop strategies by account

• Identified sampling locations and coordinated the
  events with Euro RSCG 4D and Multicultural KAMs
  for Big Saver, KV Mart, and Super A

• Created and implemented promotional discount
  coupons in Payless, Cardenas, El Super, Gigante
  Market, Superior, Numero Uno Markets, Vallarta

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ANALYSIS Manzanita Sol

• Presentation Deck for Superior

Timing In Market August 13th Expiration
August 19th
Program Strategy Increase volume for PEPSI 2
Liters while creating brand awareness and
trial of Manzanita Sol.
Consumer Offer Purchase any 3 PEPSI products
and get a free Manzanita Sol 2-Liter.
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ANALYSIS Manzanita Sol

• Presentation Deck for Superior

Program Description In-Ad coupon will
communicate the offer to consumers. Store
displays will be set up along with minipole
signs to showcase the program and inform
consumers to look in the ad for the coupon.
Benefits Maximize excitement around Manzanita
Sol, and leverage country of origin equity
of this brand. Capitalize on the consumers
desire for authentic Latino brands. Increase
consumer usage of retailer circulars (ads).
In-Store Tactics 2 Liter displays Mini-pole
signs Out-of-Store Tactics Ad Space
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ANALYSIS Manzanita Sol

• Results

Source Enterprise Reporting Tool
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ANALYSIS Manzanita Sol

• Results

Source Enterprise Reporting Tool
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ANALYSIS Manzanita Sol

• Results

• BIG 5
• 31,000 incremental cases per year
• 175,000 MC per year

• Multicultural Accounts
• 16,000 incremental cases per year
• 80,000 MC per year

Source Enterprise Reporting Tool
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EXECUTION SeaWorld

• Situation
• SeaWorld San Diego wants to run a Hispanic
  Heritage program in Super Independent retail
  accounts.
• They are providing an exclusive ticket discount
  and 350 tickets.

• Objective
• Develop and sell-in a marketing program
  leveraging PEPSIs partnership with SeaWorld

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EXECUTION SeaWorld

• How did I help our team achieve this objective?

• Developed scope of project and promotional
  concept
• Sweepstakes
• Retailer incentives
• Discount offer promoted by 2 Liter neckhangers

• Conceptualized and directed the creation of POP
  elements

• Coordinated the approval process with PBGs
  Marketing Team, SeaWorld and TracyLocke

• Attended sales meeting with KAMs to sell-in
  promotion.

• Worked with cross functional team to order and
  deliver POP material by location.

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EXECUTION SeaWorld
SeaWorld Program Presentation Deck
Timing In Market August 27th Expiration
August 23rd
Program Strategy Create added value for
customers that would lead to increased sales.
Consumer Offer 1. Consumers can enter for a
chance to win a family 4-pack of tickets to
SeaWorld (60 prizes) 2. Purchase a 2Liter
and receive discount at SeaWorld Adults at
kids price and kids 50 off
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EXECUTION SeaWorld
SeaWorld Program Presentation Deck
Program Description Pepsi and SeaWorld
partner to bring consumers great savings!
Merchandisers will hang neck hangers on
2-liters in Multicultural Stores which will
communicate the discount offer. Pole signs and
tear pads will promote the sweepstakes.
Benefits Provides added value for the consumer
and retailer
In-Store Tactics Neck hangers on 2
Liters Pole sign on 2Liter Displays Out-of-Stor
e Tactics Ad Space
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EXECUTION SeaWorld

• How did I help our team achieve this objective?

• Presented the program to our buyers

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PBG Experience

• What did I enjoyed the most
• Team Work
• Leadership
• Responsibility

• My plans after graduation
• Become a permanent member of PBGs Marketing Team
  and

• Sell more SODA!