2nd Quarter Local Marketing

Summer of 2010Region 1 Initiatives

1.Orange Chicken and Halo halo

– Radio activation ( Q & A game )– Off-site Awareness:

• PRS will carry either halo halo or orange chicken• Banners along the highway and respective RTA• Jeepney Top installation• Streamers

– In-store Awareness:• Hen replica in a basket with oranges• Glass panel sticker• Bull cap top

-Additional Initiatives for Halo-halo

Objective: To generate additional halo-halo sales of 3.7 M from April to May vs same period last year of 52.7m

• Parent and Kid Talent Contest– Venues:

- SM Baguio - Tarlac Plazuela

- SM Rosales - Plaza Maestro, Batac

- SM Clark - Dacayo Center,Solano

- Mega Center - Olongapo City Plaza

- Target Implementation: April

• Novelty Items Sale (aside from Halo Radio) to increase last year AC

Act LY TargetMarch: P151 P 159April : P155 P 163May: P156 P 164

Target Sales Increment for the Region: P 17.435 M

- Summer Novelty items ie, car sun breaker w/ halo product print, beach floaters, beach umbrellas, mini electric fan

2.SEB Deployment- Target Sales: 5.6M

• Confirmed Location as of Mar 7– Nearby beaches and resorts

• Alaminos San Fabian Tondaligan• Oceanview Bonuan Bauang• Asin Hot Spring Lingayen Driftwood

– High foot-traffic areas• Election precinct: 237 k• Town Fiesta 282 k• Graduation Venues 146 k• Churches for Bisita Iglesia 45 k• Other Venues: 2810 k

Materials to needed:– sound system to project summer fever– colorful flags with pole– human air tube

Events to Watch Out for:

• Summer of 2010

Target Sales:

-Transient/ Travelers/ Motorists on weekends

-Holy Week

Summary of Sales Generating Activities

• Orange Chicken P 4.5 M

• Halo-halo Campaign P 21.135 M

• SEB Deployment P 5.6 M

2nd Quarter Sales Building Plans

Bulk FUNCTIONS SEB SS2ND/3RD

OT LDS- LSM

OrderMALL

OTActiviti

es

A1.01 280 280 340 700 20 895 1500

A1.02 1566 900 465 2289 1560 30 825

A1.03 1680 0 315 2790 1800 1410 150

A1.04 1725 630 585 795 1080 450 780

A1.05 1570 840 1185 2970 2970 1710 1890

A1.06 895 240 380 675 1530 900 1170

A1.07 1000 1260 350 6900 5190 1260

A1.08 215 220 218 350 540 1020 244

A1.09 2000 600 1800 3555 2925 600

10931 4970 5638 21024 17615 7675 7159

REGION TOTAL 75012

Project : Summer Vacation Tri-foldFebruary 12, 2010

Objectives:

• To create top of mind awareness among transients and travelers

• To be able to present the Region’s tri-fold project

• Secure approval and support– Acquire DOT seal– Soft copy of the Different Tourist Destinationsand other relevant information

• Seek further tie-up with the agency

Result:

-Acquired the following information:- Tourist destinations in Northern Luzon (soft copy)- Standard DOT logo- Recommended picture of Sec Ace Durano- Free sample flyers- Lists and Schedule of Events and Festivities- CD’s of travel time (can be played in FR of hi-way stores)

- Full description of the events and the tourist destination- Procedure and Requirement on Accreditation- Lists of Regional DOT Directors- Lists of travel agencies accredited by DOT

Procedure and Requirement on Accreditation

• Individual store to fill up form thru DOT website

• DOT Rep to schedule spot visit to check store facilities based on their set standards

• If store is qualified, list of required documents should be submitted to DOT

• DOT to inform store if accredited

• Accreditation charge is P300, to renew annually

What’s In It for Chowking?

• Receives DOT seal accreditation

• Inclusion of branch name in DOT flyers’ list of restaurants

• High awareness on CK presence among tourists and travelers

• Additional Sales and Traffic Generator

Regional DOT Directors

• Region 1: Martin Valera

• Region 2: Blessy Diwa

• Region 3: Ronnie Tiotuico

• Region 4: Pura Molintas

Opportunities Identified

• Anticipated calendar of events and festivities

• Well planned SEB / Kiosk deployment– Marathon Food Selling– Festivals: Bangus Festival, Mango Festival, Hot Air Balloon.

Pamulinawen, Panagbenga, Ammuyong, MalaTarlak, Tsinelas Fest

• Tour Operators and Travel Agencies*: Potential sales channel for– Bulk Order; for field trips– Walk-in– Transient; breakfast inclusion in hotel rates– Tie up; incentive programs

* Busses of tour operators are not allowed to have any stop over in any non-accredited establishment

Next Steps:• To have all highway stores with spacious parking area DOT accredited

by the end of 3rd quarter of 2010– San Fernando - NE Pacific - La Union – Dinalupihan - SM Rosales - Vigan– Sindalan - Carmen - Candon– Puregold Dau - Calasiao - Batac– Dau - Manaoag - San Jose– Petron Subic - Lingayen - Solano– Subic Trader - Alaminos - Cauayan– Iba,Zambales - CSI - Tugue Balzain– Capas - Nepo Mall– Paniqui - Urduja– Luisita - SM Baguio– Camiling - Upper Session– Puregold Clark - Petron Rosario– SM Clark - Urdaneta Hiway– Gapan - Laoag

• To create regional tie-up with all travel agencies and tour operators starting June 2010

Support Needed

• Out of Home Marketing Materials– Billboards– PRS

• Timely execution of marketing plans

• Tri-media support : Local TV and Radio Ads

• On-time delivery of marketing materials

• HO support on Corporate Social Responsibility

THANK YOU