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Mai Văn Hiển

Nowaday, personal health care moving towards

new standards via globalization and performance

oriented value systems. Therefore, consumer

have been curbing their intake of carbonated

drinks. That lead to the decreasing in the

consumption of CSD in Vietnam.

CC-lemon was launch in May 2015 and was

promted as a healthy soda containing vitamin C

with a fizzy sensation that delivers an exhilarating

experience with the aim to bring to the consumer

a healthy CSD drink.

CSD market are now divided into 4 categorys:

+ Colas

+ Lemon/Lemon & Lime

+ Orange

+ Other carbonates

Issue and challenge + C.C. Lemon did not do a very good business in Vietnam market. The brand and the product

have way too low public awareness. Also, C.C. Lemon is definitely not an outstanding product

since it cannot differentiate itself well from other soft drinks and healthy in the market.

+ Consumer has not seen the reason why they have to drink one CC- lemon per day for

vitamin c supplementation

Objective: Repositioning CC-lemon so that

people can easily realize the benefits that it brings and drink it every day

Stress is the

top concern

of people

when

mention

about healthCimigo: 2015

Scientists at the University of Alabama

(USA) said vitamin C in lemon can help

to reduce stress in the blood homorne

Cimigo: 2015

+ Young adults who are between 18 and 29 years old

+ Health-conscious

+ Consume soft drink 2 -3 times per week

+ Suffering stress day by day

Vietnam, after all, is a country full of hardworking young

people, and rural life is backbreaking for the majority.

Generation after generation has known nothing but sweat

and toil. But stress is a phenomenon not of simple hard

work. It is a kind of symptom associated with young,

upwardly mobile urban professionals in peacetime.

Asian-nation.org

I always have to work a lot and often in a state of stress,

fatigue. I need a simple way that can bring to me the

feeling of euphoria and take me out of stress and fatigue

every day

For young adults from 18 -29, CC lemon

is the CSD drink for their stress – free life

6. Bing a healthy life

witthout stress and

worries

7. Large amounts of vitamin

in lemon

+ Fresh pack

5. Reduce fatigue

and stress tension,

brings mental clarity

8. CSD drink which not

only bring me 'lively' and

healthy feeling but also

reduce my streess4. I always have to work a

lot and often in a state of

stress, fatigue. I need a

drink that can bring to me

the feeling of euphoria and

take me out of stree and

fatigue every day

2. The only one csd

drink that contains

vitamin C

1. Csd drink extracted from lemon, contains many vitamins which isbeneficial to health

3.

+ Young adults 18 - 29 years old

+ Health-conscious

+ Suffering stress day by day

CC lemon bring to you a stress – free life,

help you live more healthy and funny

TVC, POSM ( at office), bus station

CVS, Supermarkets…. near the near

the workplace

The same price as pepsi, about

7.000 VND per can (more expensive

than the current 10%)

CC lemon which contains vitamin

that can help reduce stress and bring

the

Small pack, with yellow and green

color

The CSD drink that can help reduce

stress

Rise with

Music

• Music’s form and structure can bring order

and security to disabled and distressed

children. It encourages coordination and

communication, so improves their quality of

life.

• Listening to music on headphones reduces

stress and anxiety in hospital patients

before and after surgery.

• Music can help reduce both the sensation

and distress of both chronic pain and

postoperative pain.

• Listening to music can relieve depression

and increase self-esteem ratings in elderly

people.

• Making music can reduce burnout and

improve mood among nursing students.

• Music therapy significantly reduces

emotional distress and boosts quality of life

among adult cancer patients.

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