young marketers elite 3 individual graduation case - ai lam

Download Young Marketers Elite 3 Individual Graduation Case - Ai Lam

Post on 18-Jan-2017

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TRAN HUYNH AI LAMINDIVIDUAL ASSIGNMENTGRADUATION

BACKGROUNDBusiness 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 CSDLook 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 SPACE

Relevant to products primary RTB Vitamin Cwhich is commonly associated with good mood or health to perform well

COMPETITOROishi 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.oDedicated to climb up in careerPay 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