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YL19 marketers 07

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Young Lions Czech Republic 2019
Marketers category - Team 7

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YL19 marketers 07

  1. 1. WHAT IS OUR OFFER WIN-WIN COOPERATION
  2. 2. BACKGROUND FOOD + EDUCATION = HOPE 1,15 CZK this little can have a critical impact on breaking the circle of poverty. BARRIER: LOW AWARENESS of Mary´s Meals Leading beer producer: POWER TO AFFECT MASS AUDIENCE SOCIAL CREDIT
  3. 3. Plzeňský Prazdroj reputation mass reach INSPIRATION IMPACT And Prazdroj has really started… STRATEGY
  4. 4. CONSUMER INSIGHT I consider myself a good person. I think I would always help people in need. But I don´t support any charities. It is not that I don´t care but It takes time to find a trustworthy one and I am sure it is complicated. I have no time for that. Target audience Men 25-45 In relationship or married, family guy B,C
  5. 5. It is that simple to change the world. KEY MESSAGE
  6. 6. IDEA PPAS supports MM and gives them space on its mass distributed products for raising AW of MM and lead by example it is that simple to change the world.
  7. 7. 1st year idea in use PPAS supports one primary school UMBRELLA: it is that simple to change the world. PPAS provides its mass distributed products for small branding Drive inspiration, motivation, awareness It is that simple to help, yes, I can do it I did it and I feel good MM takes care of me as a donor / volunteer Drive awareness, sales SEE THINK DO CARE Increase numbers of donors.
  8. 8. 1st year idea execution 365 217 bottles in one year Sticker with the number 1,15 TEASING – no branding - trigger the attention Everyone sees and asks Integrated communication Explanation of the cooperation Honorary wall 1,15 1,15 1,15
  9. 9. GOALS Communication´s goals Short term Raise awareness of mary´s grassroots movements Raise of 15,6 mil CZK Raise the number directly sponsored schools from 7 to 12 Long term Recruit new volunteers and donors Business goals Short term Support of lager variant in the PPAS portfolio Sales increase of lagers Long term Equity growth (mainstream brands and PPAS as a whole)
  10. 10. CHALLENGES Everyone knows. What to do in year two.

Young Lions Czech Republic 2019 Marketers category - Team 7

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