TRAN HUYNH AI LAM

INDIVIDUAL ASSIGNMENTGRADUATION

BACKGROUND

• Business context:

CSD is declining because consumers tend to care more about their health

• Challenge for the company:

Company need to develop new healthy beverages or at least brands perceived as healthier in CSD

• Look deeper into CSD:

“Generating approximately 30% of total CSD sales, soda segment is expected to grow even further”(Pepsi Global)

C.C Lemon is potential to be invested

DEMAND SPACERelevant to product’s primary RTB “ Vitamin C”which is commonly associated with good mood or health to perform well

COMPETITOR

Oishi C+

Target:18-22 y.oWish to express their personalityYoung and dynamic

Positioning:Be your self

RTB:Natural extract from lime

Target:- Officer 22-26 y.o- Dedicated to climb up in career- Pay attention a little bit to health

Insight:

For me, what makes me different and be recognized at work as a youngster is creating new news in my job. However, working such a long time under air-conditioner makes me feel fatigue and tired. I need a healthy uplift so that I can maintain my vitality and keep surprising people in work

Positioning:A HEALTHY UPLIFT THAT MAKE YOU VITAL

Brand Communication Idea: BE VITAL TO MAKE SUPPRISES