GROUP 10 Audrey JolinLessard Asha Brillant Cindy Cheng Genevive Leblanc Nicolas Murcia Vicki Tian Jean-Louis Nguyen

Audrey Jolin-Lessard Cindy Cheng Nicolas Murcia Jean-Louis Nguyen 2. Our Presentation STRUCTURE 3. Marketing Objectives Company Profile What is Bubble Buzz? Overview of the industry Competition, Target Market & Customer Analysis Marketing Mix (4Ps) Financial Projections, Implementation Plan Export Potential 4. Introductory VIDEO 5. What are our intentions? Launch and market a

completely unseen-before beverage product, in order to achieve the following: Create strong consumer awareness for Bubble Buzz through the 4 Ps Become the market leader in the functional drinks segment through sizeable market shares Re-affirm the companys title of market leader in product innovation and successful product launches . 3 MARKETING OBJECTIVES

6. Company Profile In case you dont know, who are we? Cindys part on Company profile + quick product description (1min) 7. Industry Analysis Where does the product stand? FOOD &

BEVERAGE SOFT DRINKS Carbonates Fruit/Vegetable Juice Bottled Water Functional Drinks Concentrates RTD Tea RTD Coffee

8. Industry Analysis The Functional Drinks Market Segments of the functional drinks market Energy drinks Nutraceutical drinks Sports drinks Smoothies (Milk & Juice Drinks) RTD Bubble Tea 9. Industry Analysis Soft drink sales breakdown 9,224.10 8,994.50 8,879.90 8,481.30 8,169.60 7,896.40 TOTAL 1.1 0.9 0.8 0.6 0.4 0.2 RTD coffee 307.4 286.8 275.4 265 257.4 234 RTD tea 161.9 159.2 166.5 171.3 186.5 193

Concentrates 342.2 327.4 324.7 318.1 312.1 296.7 Functional drinks 859.4 763 666.8 551.2 447.3 385.9 Bottled water 2,613.10 2,497.60 2,454.60 2,347.00 2,239.60 2,135.20 Fruit/vegetable juice 4,938.90 4,959.60 4,991.10 4,828.20 4,726.30 4,651.40 Carbonates 2004 2003 2002 2001 2000 1999 C$ million Off-Trade Sales of Soft Drinks by Sector: Value 1999-2004

10. Industry Analysis Trends Only 3.7% of the total soft drink sales. However Sales : $342.2 millions in sales in Canada in 2004 Current growth : 13.5% sales increase since 1999 Future growth : 7.3% sales & 11.0% volume

increase by 2009. Consumption : 3.94 Liters per capita, a 4% increase since 1999 Growth and profitability potential due to consumer trends.

11. Industry Analysis Consumer Trends Portfolio diversification through alliances, acquisitions, R&D Trend towards healthier alternatives in the functional segment Concerns about negative health impacts of carbonated drinks Quick maturation in the core segments Trend towards new flavours and trendier products 12. Industry Analysis Strengths, Weaknesses, Opportunities, Threats Strengths: Brand name

Effective presence in new markets Results of operations Strong existing distribution channels Weaknesses: Relying upon brand extensions Relying upon particular carbonated drinks Brand dilution Difficulties when entering non-core categories Saturation of carbonated soft drinks segment

13. Industry Analysis Strengths, Weaknesses, Opportunities, Threats Opportunities New product introductions Brand is attractive to global partners Threats: Strong competition Potential health issues Free trade 14. Competition, Target Market, Customer Analysis

Cindys part on Competition, Target Market, Customer Analysis (3 min)

15. Bubble Buzz Price: $2 Consumer demand The product lifecycle Potential substitutes Price strategy should consider the following 3 aspects : Marketing Mix Price Strategy 16. Marketing Mix Price Strategy Consumer demand: driven by tastes and income; availability of others similar products; The higher the price, the higher the value. customer unwilling to pay premium price 17. Marketing Mix Price Strategy The product lifecycle: the newer the

product the higher the price ; high profit margin; recover development costs quickly; gives a certain prestige to the product

18. Marketing Mix Price Strategy Potential substitutes: competitors attracted by high profit margin; only two serious competitors; unique for now; easy to imitate; 19. Marketing Mix Product Strategy 20. Marketing Mix Product Strategy Brand personality: energy, funky, cool, functional, original, funny, healthy, etc. Product modification: introducing an existing beverage but with a more convenient package Benefits of Green Tea:

cancer, rheumatoid arthritis, cholesterol, cardiovascular disease, infections, quit smoking, weight loss, etc.

21. Marketing Mix Product Strategy Prone to product imitation: solution: broaden distribution quickly Lowlearning product: consumers can eat while drinking Avoid product resistance: use more personal selling when dealing with retailers, give more samples to customers, use contests, website, etc. 22. Marketing Mix Promotion Strategy Objectives: To initiate strong awareness about Bubble Buzz throughout Generation Y consumers as well as their parents. To win

market shares over our top functional drinks competitor, PepsiCo.

23. Marketing Mix Promotion Strategy The message: Bubble Buzz is a healthy drink for sporty and young people who simply enjoy taking care of their body and life. It is a drink for the out-of-the-ordinary individuals who like to challenge themselves Be B old, Be O riginal, Be D ifferent, Be Y ourself 24. Marketing Mix Promotion Strategy Target Market: Generation Y only give partial attention to media and typically use more than one media at a time. Solution: Use a great variety of targeted

promotional tools. Media selection: Television Radio Magazines Internet Outdoors Personal Selling Public relations Publicity

25. Marketing Mix Promotion Strategy Television: communicates with sight, sound and motion, only media that can reach 99% of the homes in Canada, we have the budget to cover the high costs , select channels for teenagers and young adults 26. Marketing Mix Promotion Strategy Radio: already segmented medium, over 900 radio stations in Canada, average student is a surprisingly heavy radio listener

27. Marketing Mix Promotion Strategy Magazines: magazines have become a very specialized medium, about 500 consumer magazines in Canada, good color production create strong images, each magazines readers often represent a unique profile. 28. Marketing Mix Promotion Strategy Internet: official promotional website: www.BubbleBuzz.ca, visual audio and video message, banners on selected websites, Outdoors: low cost and flexible alternative, campuses, bus, metro, tourist areas, malls, etc. 29. Marketing Mix Promotion Strategy

Promotional Mix: Consumer orientation Contests: Win another Bubble Buzz flavour, secret code underneath the bottle cap log on the website to win, increase consumer purchases / involvement Samples: to avoid product resistance, low risk for consumers since they get it for free. Point-of-purchase: in supermarkets to reach the parents of generation Y Product Placement : in TV shows in subsequent years,

30. Marketing Mix Promotion Strategy Allowances and discounts: case allowance, encourage retailers to buy more of the product to get a certain amount for free Cooperative advertising: encourage

retailers to buy our product and to maintain high level of advertisement Advertising: pulse scheduling, emphasized before and during summer Promotional Mix: Trade orientation

31. Marketing Mix Promotion Strategy Intermediary: Push strategy, in order to gain retailers cooperation in ordering and stocking the product, personal selling . Ultimate consumer: Pull strategy: to direct our promotional mix at ultimate consumers in order to encourage them to ask retailers for Bubble Buzz, mass media. 32. Marketing Mix Place Strategy supermarkets convenience stores

independent food stores discount stores multiple grocers vending machines direct sales

33. Financial Projections CM SG&A Capital expenditures $243,029.47 Profits 4.3% of revenue, based on past data $25,676.33 Capital expenditures : Half of the O/H costs estimated, based on past data $113,453.56 SG&A cost : Fixed Costs : Revenues - COGS $382,159.36 C.M. Based on weighted average percentage in past data $214,964.64 COGS Based on sales @ different channels price $597,124.00 Revenues Projected Financial Performance

34. Pre-launch preparation: Focus on organising resources to implement the Bubble Buzz. Go / No-Go stage: should we continue product implementation ? Launch: April 1 st Bubble Buzz is freshly on the shelves (no joke) ! Advertising campaign through promotion schedule. Post-launch (monitor and control): Assess feedback from sales revenue, and customers. Maintain positive dynamic by training managers & staff, and by upgrading the web site. Implementation Plan 35. Step by Step: Advertising campaign: Create awareness of the brand Reach target market

(18 29) Develop mass consumption Enhance distribution Charismatic and ethical sponsorship Suggest excitement about the brand Maintain communication with media All the time Publicity 10 August to end of September Contest 9 May to September Public Relations 8 May to September Outdoors 7 April and September Point of purchase 6 April to September Sample distribution 5 April to September Television spots 4 Mid-March to June Magazines ads 3 February to April Radio spots 2 February to September Personal selling 1 Period of time Output Step Promotion Schedule

36. Export Potential Cindys part on Export potential (1min30) 37. Conclusion Jean-Louis conclusion and call for questions