young marketers elite 3 -individual graduation case - khánh thy

YOUNG MARKETERS ELITE 3 INDIVIDUAL GRADUATION CASE

KHÁNH THY

BOTTLED DRINK BACKGROUND

SP Beverage has majority contribution from Energy Drink and Bottled Water

Bottle 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 AGE

Teenager has huge contribution to soft drink consumption

PERCEPTION 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.Lemon has refreshing lemony taste and lots 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 theirFact: Drinking lemonade in the morming

provides our bodies with plenty of vitamins, minerals and vital trace elements. It’s 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 STATEMENT BRAND KEY

C.C.LemonProvide what need: fresh start

To whom: active and youthful teenager

Differenciated by : healthy juicy lemon flavour but can bring livelySpirit boost

RTP: refreshing lemony taste and lots of Vitamin C

BRAND COMMUNICATION BIG IDEA

THE BEGINING OF A BEGINER

BRAND ACTIVATION PLATFORM

All 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 day

Lemonade well consumedAnd spread out advantagesin the morning.

THANK YOU