Individual proposal – Ky Vy
MARKET SITUATION
CSD
DECLINE INCREASE STAGNANT INCREASE
PACKAGED WATER
EDPACKAGED TEA,
JUICE
Consumer care more about their health
TOO MANY STRONG COMPETITORS (Tra
xanh khong do, Vfresh, Oolong
teaplus...
No potentialAQUAFINA IS THE
MARKET LEADER.
STRATEGYUpgrade Aquafina user/packaged water user by providing them a better solution for their demand space.
Sting – 50 triệu 8Oz - 3,000 tỉ
Pepsi – 30 triệu 8Oz - 1,800 tỉ
Aquafina – 60 triệu 8Oz - 1,600 tỉ large volume but low revenue
due to low price.
Convert 20% of current Aquafina user to use CC Lemon.
TARGET CONSUMERAquafina/packaged water user
30% 30% 40%
MEAL TIME
DAILY HABIT TO PROVIDE WATER
TO THE BODY
THIRSTQUENCHING
The most relevant with CC Lemon
TARGET CONSUMERMale, female, 25 – 40 y.o, drink water everyday to keep them healthy.
INSIGHT: I always find better way to improve my health and In all kind of
bottle/packaged drink, I think pure water is the best for my health.
*SCIENCE FACT: Lemon juice with vitamin C can do almost every function that pure water can do, but even better.
POSITIONING STATEMENT
TO WHOM: Male, female, 25 – 40 y.o, drink water everyday to keep them healthy.PROVIDE WHAT NEED: a lemon taste, vitamin C drink DIFFERENTIATED BY: a drink that taste and function better than water.RTB: vitamin C and lemon taste
“BETTER THAN WATER”
MARKETING 6P
PRODUCT: Reduce gaz in the drink to the least level.PRICE: More than Aquafina, 9,000,000 VNDPLACE: CVS, Horeca.PROMOTION: PACKAGING: More premiunPROPOSITION: Better than water
BRAND COMMUNICATION BIG IDEA
“A BETTER ME”
ACTIVATION PLATFORM
MUSICLIVELY ACTIVITIES