Individual Graduation Challenge Nguyễn Đình Giang

Young Marketer Elite Development Program 3

RE-POSITIONING

Agenda 1. CATEGORY OVERVIEW

2. TARGET CONSUMER

3. POSITIONING

4. 6 Ps

Functional need: thirst-quenching, refreshment

and good for health

Emotional need: healthy, fun, joyful day

Differentiated by: The CSD brand with rich

Vitamin C & lemon flavor to help strengthen

resistance and bring out joyful day for consumers

Current CC-Lemon brand

Pet 390 ml

6900 VND

RTB: Longevity Japan Brand (since 1994)

Rach bottle contains 200 mg Vitamin C

To whom: Youth, aged 18 – 35, health-conscious.

Bull-eye: 23 y.o

Can 330 ml

6400 VND

Proposition

“Rich Vitamin C, good

for health”

(Nhieu vitamin C, tot

cho suc khoe)

Place

Nationwide Price & Packaging

Promotion in Vietnam

• 2014: First Launch, “Rich Vitamin C”, Healthy CSD

• 2015: Re-launch, “A bottle a day lively

everdyday”

Current demand space that the brand wants to

tackle: MIDNOON (most vulnerable to sickness),

when you travel the hottest sun of the day, then

feel tired => drink CC lemon to boost body

resistance

Current Brand positioning statement

Current Market MIx

Why RE-positioning?

Brand wants consumers to perceive CC Lemon as

“lively vitamin C drink”, but current consumers just

consider CC Lemon is another CSD with added

value, and just has same same usage occasion

(demand space) with other CSD brand.

“CC Lemon is just a CSD product, how possibly

provide me the benefit of Vitamin C?” => To

consumers’ perception, “Unhealthy carbonated

soft-drink” and “Vitamin C good for health” have

not linked together.

In the upcoming re-positioning

project, CC Lemon should strongly

claims the USP “Vitamin C” to turn

perception about CC Lemon from

“CSD with Vitamin C” to “Healthy

Vitamin C drink”.

But…HOW?

Look back Non-alcoholic Beverage Category

In Vietnam, among many sub-categories of non-alcoholic

industry, Fruit Juice Category can be seen having a

dramatic increase recent years, while CSD has gradually

decreased.

The key reason can be seen over the world is the trend of

“health concern”

Sales revenue of non-alcoholic beverage category :

80.320 bil VND, double in 2010 (2014, VietinBankSc)

The non-alcoholic beverage industry is very

competitive fierce competitors in many sub-

categories.

But, the average growth rate declines gradually.

Health remains top concern in urban and rises

in Rural

(Kantar World Panel, Lifestyle Survey 2014, Urban

4 Cities and Rural Vietnam)

Consumer trend

>50% candidates drink fruit juice more than 1 time per

day.

The key driver is “vitamin supplement”

The number of candidates choose to drink fruit juice

drink (62%) is higher than CSD (60,6%)

(W&S Research, 2014)

In Fruit Juice category

Orange Juice is the drink that

most people choose (from V-

fresh).

In that market, there is no

certain brand claims & owns

“lemon juice” term

It is a potential opportunities

for CC Lemon

W&S research, 2014

Conclusion

With “Vitamin C from lemon” advantage, CC lemon should leave

the “CSD category”, and establish in “Fruit juice category” to truly

bring the “healthy drink” to Vietnamese consumers.

With the nature “familly protection”,

moms are the most health-conscious

people in the world.

WHO WE CHOOSE for “CC Lemon

Juice” Target

• Moms, aged 25 – 40

• Health concern

• Always care for her family’s

health

• Take family’s strong health as her

proud and happiness in life.

Target consumer

Lemon is currently well-

perceived as good-for-health

juice which contains lots of

Vitamin C

Start to re-positioning

With mom, Vitamin C is well-educated to be good for immune system boosting, hence strengthen the resistance ability

In scientific fact, Vitamin C helps leukemia in blood to fight against the body enemy (virus, bacteria, germs, etc.)

Body of people can not self-

produce Vitamin C, hence

need the outside source as

eating & drinking.

Each people needs average 60

mg Vitamin C everyday for

good health.

Morning is the best time to for

body to consume Vitamin C to

ensure the quality of immune

system along the day.

Positioning statement

• Vietnamese Moms, aged 25 – 40

• Health concern

• Always care for her

family’s health

• Take family’s strong

health as her proud

and happiness in life.

Function: A kind of lemon

juice to be drink in the

morning can help her to

strengthen her family

member’s health the

whole day

Emotion: Release burden,

happy

The first “Lemon Juice”

with enough vitamin C for

whole day in the market.

Each bottle of CC Lemon

contains 60 mg Vitamin C

from lemon juice (nước

cốt chanh)

Vitamin C works well with

the body to strengthen

the resistance and boost

the immune system

To whom What need Differentiated By Reason to believe

Demand space

MORNING BREAKFAST

Positioning statement

STRENGTHEN FAMILY’s RESISTANCE

MOM-ASSISTANT IN STRENGTHEN FAMILY’S

RESISTANCE

FAMILY’S HEALTH

BRAND ESENCE

BRAND COMMUNICATION IDEA

ACTIVATION PLATFORM

THANK YOU