2012 promo plan

2012 Paulaner HP USA Promotional Plan

ALL PROGRAMS SUBJECT TO CHANGE AND VOID WHERE PROHIBITED BY LAW

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

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. 2012 Order and Retail Depletion Goals.

SEE: Separate Cover

4.
Add additional PUSA SKUs.

PUSA


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.

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. POS and glassware support programs…
Retail POSA and novelty support items provided at 60:40 co-op,
e.g..

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. 2012 Promotional Plan Strategies…
A. Two promotional programs per year…

 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.

2012 Brand Plan


Hacker-Pschorr 2012 portfolio…

ORIGINAL MUNICH MAI-BOCK

WEISSE WEISSE DARK OKTOBERFEST GOLD AND
MUNICH DARK LAGER

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

Weisse X X X X
WeisseDark X X
Munich Dark X
Oktoberfest X X X X
2012 Brand Plan
Mai Bock X
(seasonal)

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

Case 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

HACKER-PSCHORR OKTOBERFEST
Off-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 –

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

Hacker-Pschorr Oktoberfest
On-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.

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

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.

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.

SEASONAL PRE-ORDER KEGS – 1st Quarter 2012 only

Hacker-Pschorr MaiBock
MaiBock Sales Brochure with MaiBock menu recommendations and feature
ideas (orders deadline for 2012 is December 1st, 2011).

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.

Hacker-Pschorr Facebook Contest Fun
Facebook 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

Aug-Sep

2012 Hacker-Pschorr Advertising, PR, and Social Media Supports

Paying
Publication Freque Total Cost per
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Subscri Reach
Name ncy Cost impression
bers

Beverage
Publications

free free free
Beer full full full $15,00
specia specia specia 7 50000 350,000 0.042857
Advocate page page page 0
l l l
Beer
Advocate online online online 100000 1,000,0
10 $7,000 0.007000
Online ads ads ads users 00
Ads

Trip to
$10,00
Munich 1 n/a n/a n/a
0
for 2
PR
O
$15,00
Communic x x x x x x x x 8 n/a n/a n/a
0
ations
Online Ads
Facebook
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)
Facebook
Sweepsta
ke x x x x x x x x x x x x 60,000 $480 n/a
applicatio
n
Monthly
Newslette x x x x x x x x x x x x 24,000 $360 n/a
rs
$47,84
TOTAL:
0

Bring Home the Biergarten
HACKER-PSCHORR: 2012 Scheduling Option at a Glance
2012 Enlistments…
Summer at the Pschorr – DPA
OKTOBERFEST MIR - DPA

12-pack QD subsidy trial Enlistment
Mai-Bock Seasonal Availability

Früli 2012

19

FRÜLI…Strawberry Summer Promotion
Off-premise*
PUSA provides up to $25 for each 3 case display
with hand selland/or tasting.

(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

Früli’sGift Pack
Gift set includes…
4 Früli Bottles

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

2012 Früli enlistments…

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
SUMMER
Holiday Pack

 Strawberry SummerDPA
 Holiday Gift Packs

Früli 2012

January & February Promotion…
 PUSA provides up to $2/cs. discount and/or
incentive (Co-op TBD)

 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

Dixie VoodooHalloween
October Halloween Promotion…
PUSA provides up to $2/cs. discount and/or incentive
(Co-op TBD)

 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.

2012 Dixie enlistments…

DX IMPLEMENTATION SCHEDULE JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
PROMOTION PLAN
Mardi Gras Program Mardi Gras
Halloween Program Halloween

 Mardi Gras Program DPA

 Halloween ProgramDPA

Spring 2012 Program
PUSA provides up to $5/cs discount
and/or incentive (Co-op TBD)

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

Poontingerfor

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

2012 Dr. Peter Poontinger participation enlistments…
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Spring /Easter

$10 Poontinger PTC
is tough to beat!
 Spring & Easter Program DPA
 August & Oktoberfest Program DPA

Poontinger 2012

4x6/11.2oz 4x6/11.2oz 12/16.9oz 50L Kegs
Fuller’s Cans
London Pride X X X X
ESB X X X

London Porter X X
Organic Honey X X
Dew
Bengal Lancer IPA X
Chiswick Bitter X
Vintage Ale X

2009 & 2011 Vintage Ale
Purchase Allowance
NO UPCHARGE for 2009 Vintage,

which 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

Three divisions so every distributor can win…
• Based on sales increase from March 2011
• Cans count double, Kegs count triple!

PUSA 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 ~

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.

Wherever you go…
Take Pride!

Nat’l Accts

– Limited release

Using the year‟s grand prize winning hops and barleys, only a single batch
is brewed each year.

Bottle-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.

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)

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 sales
discounts to club and chain store sales , or on-premise.

 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

FL IMPLEMENTATION SCHEDULE JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
PROMOTION PLAN
NFL London Trip Giveaway NFL
PRICE SUBSIDY TRIAL
12/16.9oz packs 12-pack QD Price Subsidy Trial Extended if Volume Goals Achieved
London Pride Cans - Nat'l Accts. Pride Cans
SEASONAL SPECIAL OFFERS
Vintage Ale 2012 Vintage 2012

O’Hara’s 2012


22oz bottles
O’Hara’s 6x4/11.2oz 50L Kegs (subject to change)

Irish Stout X X
Irish Red X X

Irish Pale Ale X
Irish Wheat X
Leann Follain X
(Coming Soon)

Just in time for St. Patty’s Day
something that Guinness doesn’t offer…

Introducing…
O‟Hara‟s Irish Pale Ale in kegs!

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

Nov-Dec‘12

In time for the 2012 Holidays…

Leann Folláin – Imperial Stout
(LAWN fo-LAWN)

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

2012 O’Hara’s enlistments…
Nov. '11 Dec. '11 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
PROMOTION PLAN
St. Paddy's
Leann Follain

SEASONAL SPECIAL ORDER SCHEDULE
Irish 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.

Accolades and Awards
L.A. International Wine & Spirits Competition
• Best in Division
• Best in Category

• Gold Medal
Cooking Channel
• Hotmixology Gold Medal

40% ALC./VOL.


TRADE ADS


CONSUMER ADS

48

CONSUMER ADS


Postcard and Brochures
COLLATERAL MATERIAL


ON-PREMISE


Fuchen iPhone and Android app


Media


2012 Launch Specs
• Now that you’re all grown up, move up to Fῡchen

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

2012 Program Supports
• Off Premise

– Mail-in Rebate
• On Premise
– Primer Bottles
– Think of a Drink Campaign

Fῡchen Distributor interviews are on-going.

Contact: Mark Rehberger
303.875.6880, mrehberger@paulanerhpusa.com

2012 Promotional Calendar

2012


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 Mug

Hefe-Weizen X X X X X X

Munich Lager X X
Pilsner X X
Salvator X X X
Oktoberfest X X X X X
ThomasBrau X
Wiesn(seasonal) X X X

2012


Bring Home the Biergarten April Spring Program
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

combination of both based on market needs.

POS Supports….
Case & price cards
New tapmarker design
Stainless Steel Speed Openers
Case 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

Bring Home Oktoberfest
Program details….
Bring Home the Biergarten to *$2.00/cs on 4x6/11.2 &
Paulaner support of up
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

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

Paulaner 12-Pack StimulusPlan

Bring Home the Biergarten 12-PACK SUBSIDY TRIAL
QUANTITY DISCOUNT
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.

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

Paulaner Golf Support

Paulaner the Paulaner
Hefe-Weizen 3x8/11.2oz. Cans
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

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

2012 PAULANER: Advertising Schedule in Detail
2012 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

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 Oktoberfest
Advertising 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, Munich's soccer team. (The Dallas Cowboys of Germany). We will provoke
Explanation: POS Items=
individuals to become fans of Paulaner's 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

2012 PAULANER:
Promotion & Support Scheduling Option at a Glance
2012 PAULANER: Promotion & Support Enlistments

DPA Monthly Programs
 SPRING –
 OKTOBERFEST –
Bring Home Oktoberfest

Support Options

 12-pack QD subsidy trial Enlistment
 Hefe-Weizen can golf venue support
 POS & Novelty Order Commitments

2012

sales to us all in 2012!
Thank you, and good, profitable


2012 promo plan

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2012 promo plan