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2012 promo plan

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2012 promo plan

  1. 1. 2012 Paulaner HP USA Promotional PlanALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW
  2. 2. 2012 Go-to-Market Strategies...1. On-demand order availabilities. Brewery and other supplier production based upon distributors‟ monthly retail sales goals. PUSA sends proposed product & POS orders monthly to Distributor. Distributor places on-demand product and POS orders with “PO” to PUSA‟s Dave Field via ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW phone or email, Dfield@PaulanerHPusa.com. Dave Field immediately confirms availability. Distributor arranges trucking for FOB Port of Baltimore/New Jersey or Oakland, CA pick-up. PUSA notified distributor of PO‟s release number within a week of scheduled pick-up date. PUSA provides distributor eight (8) days to pick-up product. $30 storage fee assessed for each day thereafter. Thirty-day credit terms from assigned pick-up date with approved ACH (where legal).
  3. 3. 2012 Go-to-Market Strategies...3. 2012 Order and Retail Depletion Goals. ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAWSEE: Separate Cover
  4. 4. 4. Add additional PUSA SKUs. 2012 Go-to-Market Strategies... PUSAALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW
  5. 5. 2012 Go-to-Market Strategies... 5. National Account Sales Distributors‟ support of Costco pallet pricing, IRCs, Scan-backs, and MIR‟s are an integral part of PUSA growing club and chain success. ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW On-demand warehousing provides meet club and chain demands for customized packaging. Club and national chain sales will grow from 12% to 16% of PUSA total retail volume in 2012. Thank you! Costco 3x6 Fuller‟s Sample Pack
  6. 6. 2012 Go-to-Market Strategies... 6. POS and glassware support programs… Retail POSA and novelty support items provided at 60:40 co-op, e.g.. ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW umbrellas, banners, sandwich boards, etc.; tapmarkers, draught towers, etc.; Coasters, shelf-talkers, price cards, etc.; sandwich boards, lighted signs, etc. *weissbier glasses, *mugs, *steins, etc. Additional artwork for distributors print shop provided on-line at no charge to distributor. * Provided distributor provides to retailers at maximum of their share of co-op price.
  7. 7. 2012 Go-to-Market Strategies... 7. 2012 Promotional Plan Strategies… A. Two promotional programs per year… ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW  Flexibility of scheduling  Flexible to market development, e.g. Distribution v. price options. B. Six-month quantity discount trial subsidy on 12-packs. C. Special SKU retail sales support options.
  8. 8. 2012 Brand PlanALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW
  9. 9. Hacker-Pschorr 2012 portfolio… ORIGINAL MUNICH MAI-BOCK ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAWWEISSE WEISSE DARK OKTOBERFEST GOLD AND MUNICH DARK LAGER
  10. 10. Hacker-Pschorr SKUs 4x6 Loose 2x12 20/ 3x8 50L 11.2oz 24/11.2oz 11.2oz 16.9oz 11.2oz Kegs cans Munich Gold X X ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW Weisse X X X X WeisseDark X X Munich Dark X Oktoberfest X X X X 2012 Brand Plan Mai Bock X (seasonal)
  11. 11. Bring Home the Biergarten “SUMMER AT THE PSCHORR” Bring Home the Paulaner PUSA support of up to *$3.00/Case on all 4x6pk and 20/16.9oz(Co-op TBD). PUSA support of up to *$15.00/Keg on all styles (Co-op TBD). May. If not May, it can be run in either June or July. Incentive, price discount, or combination ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAWCase Stacker Card POS themed for “Summer at the Pschorr” Summer themed case/price card. Bar rail pour mats. Summer themed coasters with holders (creates tabletents) On-line available creative for ads, posters, banners, etc. Large Hacker-Pschorr umbrellas. * Does not include national contract sales volume to club and chain store sales. May-July
  12. 12. HACKER-PSCHORR OKTOBERFESTOff-Premise… $8.00 per case Mail-in Rebate on all Hacker-Pschorr 4x6pk and 20/16.9oz cases Aug. 15th to Oct. 31st (100% PUSA paid). Also includes $1.00 MIR on 6-packs. Distributor responsible for Mix „n Match QD to retailers. - OR – ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW PUSA support of up to $2.00 per case where MIR are illegal (Co-op TBD). Oktoberfest off-premise POS and Support Materials…. Hacker-Pschorr Oktoberfest brochure. Case/price card with 4-way MIR Coupons on all Hacker- Pschorr styles mix „n match (where legal). Hacker-Pschorr chalkboards for display backer. Vertical Hacker-Pschorr Bavarian pennant stringers. Garland and Bavarian blue & white ribbon. On-line available creative for ads, posters, banners, etc. Aug-Sep
  13. 13. Hacker-Pschorr OktoberfestOn-Premise… PUSA support of up to $10.00/Keg on all styles (Co-op TBD). PUSA support of up to $2.00/Case on all HP styles 4x6/11.2oz and 20/16.9oz. of on-premise distribution during August and September, 2012. Price discount, incentive or in combination. ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW On-premise POS & special event materials…. Oktoberfest Special Event idea brochure Special Oktoberfest tapmarkers. Oktoberfest garland and ribbons. Oktoberfest pennant stringers. Vertical Bavarian 10‟ banners. Oktoberfest glassware & steins. Bavarian Oktoberfest hats, & sportswear. On-line available creative for menu, signs, & posters Aug-Sep
  14. 14. JANUARY through JUNE 2012 Trial –QUANTITY DISCOUNT 12-PK SUBSIDY Hacker-Pschorr‟s co-op participation in *12-pack quantity discounts (where legal) will be offered on a six-month trial basis starting January 1st, 2012. ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW PUSA support of up to $1.00 /case on three case deals (Co-op TBD). PUSA support of up to $2.00 /case on seven case deals (Co-op TBD). PUSA support of up to $3.50 /case on 15+ case deals (Co-op TBD).(where applicable) Can be adapted to individual market rules and regulations. If distributor six month sales goals are achieved, program trial will be extended for balance of 2012. * Does not include national contract sales discounts to club and chain store sales , or on-premise accounts. Jan. – Jun.
  15. 15. SEASONAL PRE-ORDER KEGS – 1st Quarter 2012 onlyHacker-Pschorr MaiBock MaiBock Sales Brochure with MaiBock menu recommendations and feature ideas (orders deadline for 2012 is December 1st, 2011). ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW Special MaiBock taphandle and steins. MaiBock coasters and coaster holders. Nostalgic “Seasonal Hacker-Pschorr MaiBock Now On Tap” artwork and other on-line creative distributor use for menus, posters, etc. Feb. – May.
  16. 16. Hacker-Pschorr Facebook Contest FunFacebook consumer-oriented on-line promotion… Social media promotion In-bar promotional offerings and sign-ups via coasters. Consumer give-away: WIN A TRIP TO OKTOBERFEST ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW Aug-Sep
  17. 17. 2012 Hacker-Pschorr Advertising, PR, and Social Media Supports PayingPublication Freque Total Cost per Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Subscri Reach Name ncy Cost impression bers BeveragePublications free free free Beer full full full $15,00 specia specia specia 7 50000 350,000 0.042857Advocate page page page 0 l l l BeerAdvocate online online online 100000 1,000,0 10 $7,000 0.007000 Online ads ads ads users 00 Ads ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW Trip to $10,00 Munich 1 n/a n/a n/a 0 for 2 PR O $15,00Communic x x x x x x x x 8 n/a n/a n/a 0 ationsOnline AdsFacebook pay pay pay pay pay pay pay pay pay pay pay pay(Wisconsi 8,000 2,000,0 per per per per per per per per per per per per $8,000 n/a n/ clicks 00 click click click click click click click click click click click click Illinois)FacebookSweepsta ke x x x x x x x x x x x x 60,000 $480 n/aapplicatio n MonthlyNewslette x x x x x x x x x x x x 24,000 $360 n/a rs $47,84 TOTAL: 0
  18. 18. Bring Home the BiergartenHACKER-PSCHORR: 2012 Scheduling Option at a Glance Bring Home the Paulaner2012 Enlistments…Summer at the Pschorr – DPAOKTOBERFEST MIR - DPA ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW12-pack QD subsidy trial EnlistmentMai-Bock Seasonal Availability
  19. 19. Früli 2012 ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW 19
  20. 20. FRÜLI…Strawberry Summer Promotion Off-premise* PUSA provides up to $25 for each 3 case display with hand selland/or tasting. ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW (Co-op TBD). PUSA provides up to $5/cs QD on 2 cs minimum (Co-op TBD). On-Premise PUSA provides $50 per new draught placement (3 keg minimum buy; co-op TBD) Support Materials Case Card and Shelf talkers Product brochures Tap handles Coasters* Documentation of sale and tasting must be included with invoice. Früli 2012 JUNE
  21. 21. Früli’sGift PackGift set includes… 4 Früli Bottles ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW 2 Frülilogoed glass premium $10 MIR on next Früli purchase Recipes and Mixing ideas Supports Materials Früli Sales Brochures Shelf Talkers On-line artwork and creative for case/price cards, feature ads, etc. Perfect as gifts for the holidays! Nov & Dec ‘12
  22. 22. 2012 Früli enlistments… ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAWJAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC SUMMER Holiday Pack  Strawberry SummerDPA  Holiday Gift Packs Früli 2012
  23. 23. ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW
  24. 24. January & February Promotion… PUSA provides up to $2/cs. discount and/or incentive (Co-op TBD) ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW Dixie Lager, Jazz, and Voodoo Support: Dixie sales brochures  On-line artwork and creative for case cards, ads, and other promotional features.  Dixie logoed Mardi Gras beads  Dixie for “Mardi Gras” coasters
  25. 25. Dixie VoodooHalloweenOctober Halloween Promotion…PUSA provides up to $2/cs. discount and/or incentive(Co-op TBD) ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW Dixie Lager, Jazz, and Voodoo Available Support Materials  Dixie sales brochures  Dixie Halloween pennant stringers  Dixie for Halloween coasters  Dixie on-line artwork and creative for custom POS, ads, and features.
  26. 26. 2012 Dixie enlistments… ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAWDX IMPLEMENTATION SCHEDULE JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DECPROMOTION PLAN Mardi Gras Program Mardi Gras Halloween Program Halloween Mardi Gras Program DPA Halloween ProgramDPA
  27. 27. ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW
  28. 28. Spring 2012 Program PUSA provides up to $5/cs discount and/or incentive (Co-op TBD) ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW March and April 2012 Support items. Poontinger sales brochures On-line art and creative for distributor print shops. Poontinger shelf-talkers Poontinger Easter Display Sleeves Easter is April 8, 2012 Mar & Apr
  29. 29. Poontingerfor ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW PUSA provides up to $5/cs discount and/or incentive (Co-op TBD) August and September 2012 Support items… Poontinger for Oktoberfest sales brochures Poontinger for Oktoberfest shelf-talkers On-line art Poontinger creative for Oktoberfest case cards, ads, features, and other distributor print shop needs. Aug. & Sept
  30. 30. 2012 Dr. Peter Poontinger participation enlistments…JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Spring /Easter ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW $10 Poontinger PTC is tough to beat!  Spring & Easter Program DPA  August & Oktoberfest Program DPA Poontinger 2012
  31. 31. ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW
  32. 32. ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW
  33. 33. 4x6/11.2oz 4x6/11.2oz 12/16.9oz 50L KegsFuller’s CansLondon Pride X X X XESB X X X ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAWLondon Porter X XOrganic Honey X XDewBengal Lancer IPA XChiswick Bitter XVintage Ale X
  34. 34. 2009 & 2011 Vintage Ale Purchase Allowance NO UPCHARGE for 2009 Vintage, ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAWwhich is in the peak of its flavours NOW. Receive $5 per case when ordering pallets of both 2009 and 2011 Vintage Ale ( 2 pallets minimum). *Available while supplies last. * Limited time offer – ends Dec. 31, 2011
  35. 35. Three divisions so every distributor can win… • Based on sales increase from March 2011 • Cans count double, Kegs count triple! ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAWPUSA will provide up to $4/cs, discount or incentive(co-op TBD)PUSA will provide up to $10/keg, discount or incentive(co-op TBD) • Product Brochures • Draught Handle Brochures • Case cards and Price cards • Shelf Talkers • On-line Fuller‟s art & creative for distributors‟ print shop needs. ~ One PUSA Field Manager will host the trip ~
  36. 36. PUSA will provide up to $4 per case for special venues (co-op TBD)PUSA targeted “paid-sampling” National Accounts,e.g. airlines, cruise lines, trains, hotel mini bars, etc. ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW Wherever you go… Take Pride! Nat’l Accts
  37. 37. – Limited release Using the year‟s grand prize winning hops and barleys, only a single batch is brewed each year. ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAWBottle-conditioned, live ale aging up to 7 years, generally peaking at 30 to 42 months.Each pint comes individually numbered and boxed.Available about November 1st, while supplies last.
  38. 38. JANUARY through JUNE 2012 Trial – Fuller’s12-pack QD subsidy Available on London Pride, ESB, 1845 Celebration Ale, and Organic Honey Dew 12-pack/16.9oz. cases (where legal) ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW PUSA provide up to $1.00 discount on three case deals (co-op TBD) PUSA provide up to $2.00 discount on seven case deals (co-op TBD) PUSA provide up to $3.50 discount on 15+ case deals (co-op TBD) If 12-pack sales goals are achieved, program trial will be extended through balance of 2012.IMPORTANT NOTICE: Does not include national contract 12-pack salesdiscounts to club and chain store sales , or on-premise.
  39. 39.  Vintage Ale 2009 & 2011 Seasonal Availability - Purchase Order  NFL London DPA  Vintage Ale 2012 Holiday Season Availability – Purchase Order  London Pride Cans Support -DPA  Fuller‟s 12-pack (16.9oz) QD subsidy trial -DPA ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAWFL IMPLEMENTATION SCHEDULE JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DECPROMOTION PLAN NFL London Trip Giveaway NFLPRICE SUBSIDY TRIAL 12/16.9oz packs 12-pack QD Price Subsidy Trial Extended if Volume Goals Achieved London Pride Cans - Natl Accts. Pride CansSEASONAL SPECIAL OFFERS Vintage Ale 2012 Vintage 2012
  40. 40. O’Hara’s 2012 ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW
  41. 41. 22oz bottles O’Hara’s 6x4/11.2oz 50L Kegs (subject to change)Irish Stout X XIrish Red X X ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAWIrish Pale Ale XIrish Wheat XLeann Follain X(Coming Soon)
  42. 42. Just in time for St. Patty’s Day something that Guinness doesn’t offer…Introducing… O‟Hara‟s Irish Pale Ale in kegs! ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW PUSA provides up to $10/keg on all O‟Hara‟s styles (Paid on third keg; co-op TBD) PUSA provides up to $2/case on Irish Stout and Irish Red cases for price discount and/or incentive. (Co-op TBD) November 2011 PO‟s arrive January 2012. Note: Sampling bottles for kegs shipped and provided at no charge. Feb - Mar
  43. 43. Nov-Dec‘12In time for the 2012 Holidays… Leann Folláin – Imperial Stout (LAWN fo-LAWN) ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW Double bitter-sweet chocolate and espresso malted. Artfully hopped, balanced with a slight spiciness, appeals to the passions of the true Irish Stout connoisseur. The extreme stout for a bold winter season! Advance orders delivered November 1st, 2012
  44. 44. 2012 O’Hara’s enlistments…Nov. 11 Dec. 11 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DECPROMOTION PLAN St. Paddys Leann Follain ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAWSEASONAL SPECIAL ORDER SCHEDULEIrish Pale Ale Pick-up Leann Follain Pick-up  St. Patty‟s Day Program DPA  O‟Hara‟s Irish IPA PO - Nov. „11 PO for Jan. „12 US port FOB pick-up.  O‟Hara‟s Leann Folláin Holiday Season Availability – Reserve now for Oct/Nov „12 availability.
  45. 45. Accolades and Awards L.A. International Wine & Spirits Competition • Best in Division • Best in Category ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW • Gold Medal Cooking Channel • Hotmixology Gold Medal
  46. 46. 40% ALC./VOL.ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW
  47. 47. TRADE ADSALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW
  48. 48. CONSUMER ADS ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW48
  49. 49. CONSUMER ADSALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW
  50. 50. Postcard and Brochures COLLATERAL MATERIALALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW
  51. 51. ON-PREMISEALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW
  52. 52. Fuchen iPhone and Android appALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW
  53. 53. MediaALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW
  54. 54. 2012 Launch Specs• Now that you’re all grown up, move up to Fῡchen ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW Premium Herbal Liqueur• 6/750ml FOB $81.00• 30% GM to wholesaler, 30% to retailer• $27.99 PTC• Ships from Michigan, New Jersey, California• Immediate on-demand availability
  55. 55. 2012 Program Supports • Off Premise ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW – Mail-in Rebate • On Premise – Primer Bottles – Think of a Drink Campaign
  56. 56. Fῡchen Distributor interviews are on-going. ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW Contact: Mark Rehberger 303.875.6880, mrehberger@paulanerhpusa.com
  57. 57. 2012 Promotional Calendar2012 ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW
  58. 58. Paulaner SKUs 4x6 Loose 2x12 20/ 3x8 30L 50L 5/1L 6/1L 11.2oz 24/11.2oz 11.2oz 16.9oz 11.2oz Kegs Kegs Can/ Cans cans MugHefe-Weizen X X X X X X ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAWMunich Lager X XPilsner X XSalvator X X XOktoberfest X X X X XThomasBrau XWiesn(seasonal) X X X 2012
  59. 59. Bring Home the Biergarten Bring Home the Biergarten April Spring Program Bring Home the Paulaner Paulaner support of up to *$3.00/cs on 4x6/11.2 & 20/16.9oz. (Co-Op TBD) Paulaner support of up to *$15 per keg. (Co-Op TBD) Targeted for April, can be run in March, April or May 2012. Program may be run as: incentive, price discount, or ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW combination of both based on market needs. POS Supports…. Case & price cards New tapmarker design Stainless Steel Speed OpenersCase Stacker Card Bar pour rail mats Coasters with holders (creates tabletents) Glassware including Lucite HW 50cl‟s On-line ad, poster, & banner creative source * Does not include national contract sales volume to club and national chains. Spring 2012
  60. 60. Bring Home Oktoberfest Program details…. Bring Home the Biergarten to *$2.00/cs on 4x6/11.2 & Paulaner support of up Bring Home the Paulaner 20/16.9oz. (Co-Op TBD) Paulaner support of up to *$10 per keg on Oktoberfest Märzen and Oktoberfest Wiesn styles(Co-Op TBD) Program is targeted for August and September 2012. Program may be run as: incentive, price discount, or ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW combination of both based on market needs. POS Supports…. Paulaner Oktoberfest Mädchen “Paulina” standee Tapmarkers including special designs Coasters with Oktoberfest design holders Special Oktoberfest glassware and steins 10‟ vertical repeating Paulaner banner rolls 16‟ Vertical Paulaner pole banners 60‟ Oktoberfest pennant stringers Garland with Bavarian blue & white ribbon On-line ad, poster, & banner artwork * Does not include national contract sales to club and chains, or keg to special events. Aug & Sept 2012
  61. 61. Paulaner 12-Pack StimulusPlan Bring Home the Biergarten 12-PACK SUBSIDY TRIAL QUANTITY DISCOUNT Bring Home the Paulaner Program details….. PUSA‟s co-op participation in *12-pack quantity discounts (where legal) will be offered on a six-month trial basis starting January 1st, 2012 (Co-Op TBD). Paulaner support of up to $1.00/cs on 3 case deals. Paulaner support of up to $2.00/cs on 7 case deals. ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW Paulaner support of up to $3.50/cs on 15+ case deals. Can be adapted to individual market rules and regulations. Program trial may be extended if six-month goals are achieved. 12-Packs of Oktoberfest-Märzen and Hefe-Weizen available year round. POS Supports…. Paulaner sales brochures Paulaner price card On-line artwork for distributor production of custom poster (SEE: Oktoberfest header poster produced by distributor) * Does not include national contract 12-pack sales discounts to club and chain store sales , or on-premise. Jan-Jun 2012
  62. 62. Paulaner Golf SupportPaulaner the Paulaner Hefe-Weizen 3x8/11.2oz. CansBring Home the Biergarten Bring Home Paulaner Hefe-Weizen golf venues, serving both Paulaner HW draught and cans will be supported with…. Custom beverage cart menus (removable) Paulaner divot tools (50per account). 12 Paulaner Hefe-Weizen 50cl or 30cl ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW glasses or 50cl Lucite HW glasses. Implementation…. Brochure details program and on-line decal implementation (n/c to distributor). Divot tools (50:50 dist. co-op). Menu decal sent to distributor salesperson for application on beverage cart (n/c). Salesperson sends in completed cart decal photo and earns $50 Ico-Store gift card redeemable for Paulaner sportswear & gifts (50:50 co-op with distributor). Mar-Dec 2012
  63. 63. 2012 PAULANER: Advertising Schedule in Detail2012 Paulaner Advertising Schedule Paying Cost Per Ad Print Advertising January February March April May June July August September October November December Frequency Subscribers & Total Cost Jan/Feb; 4 Color Process, Full Page, 4 Color Process, Full Page, Mar/April; $9000 4 Color Process, Full Right Hand Side (Trip to Right Hand Side (Trip to 4 Color Process, Full Page, 4 Color Process, Full Page, Draft Magazine May/Jun; 180,000 Total is Page, Right Hand Side Oktoberfest Giveaway) & Oktoberfest Giveaway) & Right Hand Side Right Hand Side Digital Mail in Rebate Digital Mail in Rebate Jul/Aug; $45,000 Bring Homeon our success from this years promotion in which we are sending two individuals to Oktoberfest in 2012. We are Building the Biergarten Sep/Oct Draft Extras BringinHome the Paulanerwill be special POS provided by Draft Magazine. $10,000 going to run the same promotion and either send the winners in 2012 or the following year. We will either run this promotion Explanation: March & April, or June & July. There Subtotal $54,000 Cost Per Ad Online January February March April May June July August September October November December Frequency & Total Cost Yes Yes Yes Yes Yes ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW Yes (Added (Added (Added (Added (Added Total Yes (BIERGART Emphasis Emphasis Emphasis Emphasis Emphasis Investment (BIERGARTEN Yes Yes Facebook EN TOUR, to gain TOUR, DAILY Bayern Bayern (BIERGARTEN (BIERGARTEN Oktoberfest Oktoberfest OktoberfestAdvertising in Focus DAILY UPDATES, Munich) Munich) TOUR, DAILY TOUR, DAILY Give-Aways) Give-Aways) Give-Aways) Pay Per Click 10,000 Fans UPDATES, Markets AND AND &(BIERGARTEN &(BIERGARTEN UPDATES, AND UPDATES, AND &(BIERGARTEN &(BIERGARTEN &(BIERGARTEN from ADVERTISING ADVERTISING) ADVERTISING) Advertising= ADVERTISI TOUR, DAILY TOUR, DAILY TOUR, DAILY TOUR, DAILY TOUR, DAILY ) NG) UPDATES, AND UPDATES, AND UPDATES, AND UPDATES, AND UPDATES, AND $20,000 ADVERTISING) ADVERTISING) ADVERTISING) ADVERTISING) ADVERTISING) Paulaner is going to advertise in markets across the country on Facebook. Paulaner will advertise on a by click basis with-in these markets. The pay Total Cost of by click will be promoted extensively alongside FC Bayern Munich, Munichs soccer team. (The Dallas Cowboys of Germany). We will provoke Explanation: POS Items= individuals to become fans of Paulaners Facebook and do give-aways for FC Bayern and Paulaner gear for 2 months. Giveaway 3 items per week valued on average to be about $50.00 with everything included. $1500 Total Cost of The Biergarten Tour will start traveling in February and travel through September. It is a first come first serve basis and these markets will receive Additional Explanation: extra attention to promote the Biergarten Tour. This means additional advertising both in Print but also aggressively marketing this through Advertising= Facebook. $5000 We will be aggressively marketing Oktoberfest through a number of outlets 1 being the Facebook give-aways. Fans will be prompted to answer brief Total cost of Explanation: questions and submit photos. We will give away 3 prizes per week averaging $50.00 in cost. This will go on for three months to coordinate with our POS Items= promotional plan. Electronic coupons may also be posted depending on where we are at on budget for the year. $2000 Twitter Biergarten Tour & Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes N/A FC Bayern Totals Subtotal $28,500 Total $82,500 2012
  64. 64. 2012 PAULANER: Promotion & Support Scheduling Option at a Glance2012 PAULANER: Promotion & Support EnlistmentsBring Home the Biergarten DPA Monthly Programs Bring Home the Paulaner  SPRING – Bring Home the Biergarten  OKTOBERFEST – Bring Home Oktoberfest ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW Support Options  12-pack QD subsidy trial Enlistment  Hefe-Weizen can golf venue support  POS & Novelty Order Commitments 2012
  65. 65. sales to us all in 2012! Thank you, and good, profitableALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW

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