kieu thien van - young marketers elite 3 individual graduation case
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Y O U N G M A R K E T E R S
E L I T E D E V E L O P M E N T
P R O G R A M
KIEU THIEN VANg r a n d t e s t
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C.C LemonSupply Vitamin C with lemon flavor
p r o d u c tu n d e r s t a n d
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c u r r e n t b r a n d p o s i t i o n i n g
EVERYDAY LIVELYcategory: carbonate soft drink
WHAT NEED TO WHOM BY RTB
a lively, happy live everyday
Youngsters, officers who
active & happiness chasing
A delicious & sparkling soft-drink that supply mineral
High vitamin C & lemon flavor
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W h a t h a p p e n e d ?
Volume & value share decline Due to the decl ine of carbonate soft -dr ink categoryPe o p l e m o r e & m o r e c o n c e r n t o t h e i r h e a l t h – a s C S D p r o v i d e b a d e ff e c t o n h u m a n b o d y
Euromonitor report 2013• RTD Tea gain the
most share on the market, then package water
• CSD lose their share through time
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Fr o m c o n s u m e r p e r s p e c t i v e , • Hea l thy f ood shou ld i nc lude v i tam ins• Spend ing fo r hea l th i s up t rend
A n dThe core benefit of C.C. Lemon: VITAMIN C SUPPLEMENT
Nielsen Report, 2014 Driving master business decision in
Vietnam
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S e e t h e S U P P L E M E N T D R I N K c a t e g o r y( T h ứ c u ố n g b ổ s u n g v i c h ấ t )
I S O T O N I C D R I N KRe v i v e / Po c a r i S w e a t• F o c u s o n s u p p l y t h e l o s t
i o n• H i g h l y i n v e s t b y P e p s i C o
& C o c a - C o l a
N U T R I T I O N D R I N KN u t r i b o o s t / V f r e s h• T h e m i x o f m i l k & f r u i t j u i c e
f o r m o r e n u t r i t i o n• H i g h l y i n v e s t b y V i n a m i l k &
C o c a - C o l a
V I TA M I N S U P P L E M E N T D R I N KI C Y , O i s h i C + • S u p p l y v i t a m i n & m i n e r a l a l s o
Vitamin supplement drinkHas the weakness competi tor
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Targe t consumerYOUNG PEOPLE
Who p re tend no t supp ly enough v i tam in f o r the i r day due to the busy l i f e
D e m o g r a p h i c : 1 8 – 3 0L i v i n g u r b a n & s u b - u r b a n
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Thei r needI F I N D I T ’ S I M P O R T A N T T O S U P P LY E N O U G H V I TA M I N D A I LY
F O R B E T T E R H E A LT H . B U T T H E B U S Y P A C E O F L I F E P A S S M E T H R O U G H & I J U S T F O R G E T I T . T H E N I T ’ S E A S Y T O G E T A
C O L D .
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Vitamin C In people top of mind
IMMUNE BOOSTERWe c a n g i v e t h e m t h e e n o u g h d a i l y
v i t a m i n C t o g e t t h e i r i m m u n i t y h i g h e r & s h o w h i g h e r p e r f o rm i n l i f e
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Demand Space
L I F E P E R F O R M A N C E
EssenceDAILY IMMUNE BOOSTER
FOR YOUR BEST PERFORM
Activation platformDAILY PERFORMANCE
Brand communication idea DAILY PERFORMANCE BOOSTER
WHAT NEED TO WHOM BY RTB
BEST PERFORM WITH BETTER HEALTH
Youngsters who pretend not
supply enough vitamin daily
A daily-content vitamin C drink
70mg vitamin/day & mineral
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P R O D U C TD a i l y v i t a m i n C a t 7 0 m g / c a n
P R I C EC o m p e t i t i v e
8 k / 3 3 0 m l
P L AC EB o t h u r b a n &
s u b - u r b a n P O S
P R O P O S I T I O ND a i l y C - b o o s t e r
PAC KAG I N GYe l l o w & Le m o n
P R O M O T I O N
6Ps
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Y O U N G M A R K E T E R S
E L I T E D E V E L O P M E N T
P R O G R A M
T h a n k y o u