young marketers elite 3 individual graduation case - ky vy

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