Young Marketers Elite 3 Individual Graduation Case - Ky Vy

  • Published on
    11-Apr-2017

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  • 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 triu 8Oz - 3,000 t

    Pepsi 30 triu 8Oz - 1,800 t

    Aquafina 60 triu 8Oz - 1,600 t 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