Kieu thien van - Young Marketers Elite 3 Individual Graduation Case

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KIEU THIEN VANg r a n d t e s t

C.C LemonSupply Vitamin C with lemon flavor

p r o d u c tu n d e r s t a n d

c u r r e n t b r a n d p o s i t i o n i n g

EVERYDAY LIVELYcategory: carbonate soft drink

WHAT NEED TO WHOM BY RTB

a lively, happy live everyday

Youngsters, officers who

active & happiness chasing

A delicious & sparkling soft-drink that supply mineral

High vitamin C & lemon flavor

W h a t h a p p e n e d ?

Volume & value share decline Due to the decl ine of carbonate soft -dr ink categoryPe o p l e m o r e & m o r e c o n c e r n t o t h e i r h e a l t h – a s C S D p r o v i d e b a d e ff e c t o n h u m a n b o d y

Euromonitor report 2013• RTD Tea gain the

most share on the market, then package water

• CSD lose their share through time

Fr o m c o n s u m e r p e r s p e c t i v e , • Hea l thy f ood shou ld i nc lude v i tam ins• Spend ing fo r hea l th i s up t rend

A n dThe core benefit of C.C. Lemon: VITAMIN C SUPPLEMENT

Nielsen Report, 2014 Driving master business decision in

Vietnam

S e e t h e S U P P L E M E N T D R I N K c a t e g o r y( T h ứ c u ố n g b ổ s u n g v i c h ấ t )

I S O T O N I C D R I N KRe v i v e / Po c a r i S w e a t• F o c u s o n s u p p l y t h e l o s t

i o n• H i g h l y i n v e s t b y P e p s i C o

& C o c a - C o l a

N U T R I T I O N D R I N KN u t r i b o o s t / V f r e s h• T h e m i x o f m i l k & f r u i t j u i c e

f o r m o r e n u t r i t i o n• H i g h l y i n v e s t b y V i n a m i l k &

C o c a - C o l a

V I TA M I N S U P P L E M E N T D R I N KI C Y , O i s h i C + • S u p p l y v i t a m i n & m i n e r a l a l s o

Vitamin supplement drinkHas the weakness competi tor

Targe t consumerYOUNG PEOPLE

Who p re tend no t supp ly enough v i tam in f o r the i r day due to the busy l i f e

D e m o g r a p h i c : 1 8 – 3 0L i v i n g u r b a n & s u b - u r b a n

Thei r needI F I N D I T ’ S I M P O R T A N T T O S U P P LY E N O U G H V I TA M I N D A I LY

F O R B E T T E R H E A LT H . B U T T H E B U S Y P A C E O F L I F E P A S S M E T H R O U G H & I J U S T F O R G E T I T . T H E N I T ’ S E A S Y T O G E T A

C O L D .

Vitamin C In people top of mind

IMMUNE BOOSTERWe c a n g i v e t h e m t h e e n o u g h d a i l y

v i t a m i n C t o g e t t h e i r i m m u n i t y h i g h e r & s h o w h i g h e r p e r f o rm i n l i f e

Demand Space

L I F E P E R F O R M A N C E

EssenceDAILY IMMUNE BOOSTER

FOR YOUR BEST PERFORM

Activation platformDAILY PERFORMANCE

Brand communication idea DAILY PERFORMANCE BOOSTER

WHAT NEED TO WHOM BY RTB

BEST PERFORM WITH BETTER HEALTH

Youngsters who pretend not

supply enough vitamin daily

A daily-content vitamin C drink

70mg vitamin/day & mineral

P R O D U C TD a i l y v i t a m i n C a t 7 0 m g / c a n

P R I C EC o m p e t i t i v e

8 k / 3 3 0 m l

P L AC EB o t h u r b a n &

s u b - u r b a n P O S

P R O P O S I T I O ND a i l y C - b o o s t e r

PAC KAG I N GYe l l o w & Le m o n

P R O M O T I O N

6Ps

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