Individual proposal Ky Vy
DECLINE INCREASE STAGNANT INCREASE
Consumer care more about their health
TOO MANY STRONG COMPETITORS (Tra
xanh khong do, Vfresh, Oolong
No potentialAQUAFINA IS THE
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%
DAILY HABIT TO PROVIDE WATER
TO THE BODY
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.
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
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