The document summarizes the launch of Tropicana Essentials Vitamine C+ juice in Belgium. It describes the integrated one-to-one marketing strategy used, including direct mail, email newsletters, online registration, on-pack promotions and in-store visibility. The approach engaged consumers through 4 phases - awareness, engagement, conversion, and loyalty. Evaluation showed the direct mail had high recall and activation rates. Coupon redemption was 8.7% on average. The email newsletter achieved a 12.15% click-through rate. Overall the one-to-one strategy helped amplify messaging and improve the ROI of the new product launch campaign.

1. &
One-to-One Strategy meets media integration:
Launch of Tropicana Essentials Vitamine C+
1

2. Agenda
Setting the Stage
The Briefing
The Approach
The Results
Conclusion
2

3. PepsiCo at a glance
$111 billion market cap... listed on NYSE since 1965
185,000 employees, operating in 200 countries
World’s second largest food and beverage
company worldwide
Retail sales estimated at $92 billion
17 billion-dollar brands, 5 generating
annual retail sales of more than $5 billion
Portfolio of over 200 brands
3

4. PepsiCo has 4 sites in Belgium and a number of
strong brands
PepsiCo Sites in Belgium
Tropicana Zeebrugge Zeebrugge
Veurne
Brussel
Veurne Snack Foods
Borgloon
Looza Borgloon
Net Revenue:
EUR 140,000MM
PepsiCo Belgium
Commercial HQ Zaventem • 967 Employees
4

5. Tropicana at a glance: Not all juices are equal
100% pure
100% pure squeezed
squeezed
no added water, colour, no added water, colour,
sugar or preservatives. sugar or preservatives.
gently pasteurized for
Unpasteurized
longer life vs. Freshly Squeezed.
<5 days shelf life
Between 1% and 99%
Juice 100% pure juice
Water evaporated off
added water sugar,
flavouring, After transport, juice
& preservatives. reconstituted &
pasteurized.
chilled or long life.
chilled or long life.
5

6. Tropicana at a glance: From Mass to Targeted
Awareness 80
Penetration 14
Media Spendings Tropicana 2008 Media Spendings Tropicana 2009
Others DM & E- Mail Others
11% 25% 7%
Outdoor Print
34% 26%
TV
Outdoor
55% 42%
6

7. Tropicana at a glance: Why to start a loyalty
program?
A strong growth of PL Other
49
53.3
50.3 51.9 50.8
81
A share of
voice under
+ 24% our market
51
26.8 share
21.4
18.8 18.5
19 Tropicana
PLB’s
2006 2007 2008 2009F
A message
about purity &
8.5
pleasure
21.2
50 which is not
unique anymore
HU = ca. 95.000 HH
households A need to improve VFM
30 70.3
>> Better targeting perception in a decreasing
is needed buying purchase power
20
% TPP % TPP Vol
users
7

8. The Approach
Phase 1 : consideration Phase 2 : engagement Phase 3 : conversion
Objective Create awareness Create relevancy Activate participation /
& impact & credibility identification & purchase
Phase 4 : loyalty
Reinforce ambassadorship
Drive emotional band with
Tropicana
Drive repurchase
8

9. More in details…
9

10. The Approach: Phase 1
Phase 1 : Objective Create awareness & impact
consideration
Connections Strong Media Support
JAN FEB MAR
OUTDOOR
MAGAZINE
PR
10

11. The Approach: Phase 2
Objective Objective Create relevancy & credibility
Phase 2 :
engagement Strong Presence Vitamine C+
Connections in “Savoure Le jour”program
JAN FEB MAR
DIRECT MAILING
E-MAILING
WWW.TROPICANA.BE
11

12. The Approach: Phase 2
Target Group Program
Target Group Program Communication Strategy
35 – 60 year
High social class
City
Households no kids / little kids < 5 years
Interests : Wine, ski, golf, tennis, hockey,
thalasso, travelling
2009 = Launch CRM Umbrella
12

13. The Approach: Phase 3
Objective Activate participation / identification & purchase
Phase 3 : Conversion
Call to action/Offer :
Outcome Personalized Reduction Coupons in DM
Registration online (contest as incentive)
Registration via response card
On pack contest
POS Visibility
13

14. The Approach: Phase 4
Objective Reinforce ambassadorship
Drive emotional band with TROPICANA
Drive repurchase
Phase 4 : Loyalty
Continue on further the
Next Steps “Savoure Le jour” CRM program
APR MAY JUNE JULY AUG SEPT OCT NOV DEC
DIRECT MAILING
OUTDOOR
E-MAILING
WWW.TROPICANA.BE
14

15. The Results: Impact Direct Mailing
Communication Funnel
Intent to
Recall having Recall content buy and/or to
Opened it Read it Intent to act
received it (content or message) use coupon
(top boxes)
“Do you “Can you “Do you have the
“What did you do “Do you have intention
remember describe the intention to
with the DM?” to buy Tropicana?
receiving a DM?” DM?” react?”
Users
83 66 55 94 51 94 48 83 40 61
TOTAL n=300
Average
63 41 36 31 18
nB2C=16
Average
61 87 85 50
nB2C = 16
+ + + + +
Average opening High reading rate: Very good direct
High recall rate Good content recall
rate content appeal activation
% of respondents (n=600) – 100% of the respondents
15

16. The Results: Impact Direct Mailing
Content Recall
Top 3
1. Reduction Coupons
2. New Flavour in the series Essentials : Vitamine C+
3. Tropicana contains extra Vitamine C
“Extra resistance and Vitality During the winter” had high scores
16

17. The Results: Impact Direct Mailing
Recall – Activation Matrix
100%
Strong activation
90% case
Efficient
Limited recall
80% mailing
Tropicana
70% Strong recall case
Limited reaction
Activation rate
60% level
50%
Average
(43.6%)
40%
Improve attention Do it again
30%
20% Improve action
10%
0%
0% 20% 40% 60% 80% 100%
Avg (65.3%)
Recall rate N B2C=16
Activation rate = 50% * intention to react (base=people having read mail) + 50% * intention to purchase (base = people recalling ad)
17

18. The Results: Couponing Use
Redemption
8,7% On Average by coupon
17% On Average by household
18

19. The Results: Couponing Use
Profile Analyse Coupon Users
HH no kids
50 +
Highest social groups
Brussels
= confirmation of GFK profile
Mailing respondents are representative for the Tropicana target
19

20. The Results: E-newsletter
12,15 % clicked versus Total
(vs. IAB Benchmark FMCG 11,10%)
Vitamine C+ Content
12% of total CTR on Vitamine C+
(Top 3)
Delivered Opened Clicked/Opened Clicked/Total
Newsletter Tropicana 86,96% 25,13% 48,33% 12,15%
Benchmark IAB 93,20% 23,80% 11,10%
20

21. The Results: Contest Participation
Participants
43% DM & E-news
22% overlapping
contacts
57%
Other sources
5,9%
(ON-PACK / POS / WOM) 6% of Total
of Total
mailing
e-newsletter
21

22. The Results: Savoure le Jour Registration
Through registration card = 0,026%
Through packaging and others sources = 41%
Who received DM = 34%
Who received e-newsletter = 24%
22

23. Conclusion
Direct Marketing efforts needs to be integrated in a broader story
and put the consumer at the heart of the program
Through Direct Marketing integration into our campaign,
Tropicana was able to leverage the efficiency of a new product
launch
Direct Mailing has created relevance and credibility for our
product and amplified our outdoor and print message
Transfer from classic mass media to one-to-one communication
has improved the ROI of the campaign
23

24. Thank you for your attention
24

25. 25