YOUNG MARKETERS ELITE 3 INDIVIDUAL GRADUATION CASE
BOTTLED DRINK BACKGROUND
SP Beverage has majority contribution from Energy Drink and Bottled WaterBottle Water gains significantly high volume size in comparison with others sub-cate.BOTTLED DRINK market is going up to physical health drink with the trend of energy boost or purity drink.
SOFT DRINK CONSUMPTION BY AGETeenager has huge contribution to soft drink consumptionPERCEPTION ABOUT TEENAGER AND SOFT DRINK
Soft drink has bad influence on childen.It creates and fat and idle young generation.
TARGET CONSUMERPRODUCT TRUTH C.C.Lemonhas refreshing lemony taste andlots of Vitamin C
Age: 13-19 yoIncome: ABCLocation: Living in big cities HCM, Hanoi,... Characteristic: youthful and dynamic.Their daily life full of activities and they need an fresh start and keep they going-on, help them to handle and enjoy their
Fact: Drinking lemonade in the mormingprovides our bodies with plenty of vitamins, minerals and vital trace elements. Its also a great energy booster for when we wake up first thing in the morning as our tissues are dehydrated and in desperate need of fluid to push out toxins.
POSITIONING STATEMENTBRAND KEYC.C.LemonProvide what need: fresh start To whom: active and youthful teenagerDifferenciated by : healthy juicy lemon flavour but can bring livelySpirit boost
RTP: refreshing lemony taste andlots of Vitamin C
BRAND COMMUNICATION BIG IDEATHE BEGINING OF A BEGINER
BRAND ACTIVATION PLATFORMAll start in the morningWe wake up first thing in the morning as our tissues are dehydrated and in desperate need of fluid to push out toxins.The way we start a day in the morning plays important roles in dayLemonade well consumedAnd spread out advantagesin the morning.