Individual graduation assignment RE-POSITIONING CC LEMONPham Nhat Minh – Elite 3

Challenge:Land CC Lemon in the crowed CSD segment with right positioning on right demand space

39%

31%

16%

8%

6%

Contribution by value

CSD Energy drink Bottled waterFruit-base drink Sport drink

CSD has the highest contribution to PepsiCo turnover with many brands

Each CSD brand has already occupied a demand space

For who In which occasions

With whom

Mass(18 – 50)

CelebratingDuring the meal

Big group of friend & Family

Tween & Teen Young & Chill momentDuring the meal

Friend

Teen & Young Adult Work/s Alone or with colleague

Teen & Young Adult Playing/experiencing time

Small group of their “partner-in-gang”

BUSINESS CONTEXT

WHAT ARE CC LEMON’S DIFFRENCIATOR?

• Function: only CSD in the market containing Vitamin C – integral vitamin for well-functioned body. Most well-recognised function of Vitamin C is to Antioxidant & strengthen immune system

• Taste: Lemon flavor with mixture of sweet & sour taste • Target:- Millennial office-workers (23-35)- Live in 6 key cities- Work hard for the things they want in life

HOW CC Lemon TAP INTO THEIR TARGET CONSUMER’S DEMAND SPACE

POSITIONING: SELF-REWARDING DRINK FOR YOUR HARD-WORK AFTER A LONG DAY

WHEREIn the office

WHENAt 2-4pm in the afternoon, after long-hours of hardworking

WHY:My body says it’s reach low level of energy

My mind says it’s time for relax, self-indulgence and self-rewarding because I work so hard

WITH WHOM:

Me-time or with small group of colleague

WHATSomething tasty to feel good (not boring like tea or coffee) but not make me concern about health

WITH WHAT ACTIVITY:

Eating snack, surf web/facebook, chit chat with friends…

Insight:In the afternoon, after long hours of full concentration and hard-working in the office, I am in need of something for self-rewarding. It should make me feel good and also raise my mood & energy up for the rest of day.

provide to Whom what Need the Uniqueness by RTB

Millennials office-workersAge: 23-35

Living in 6 key cities

A self-rewarding & indulgence drink in

afternoon

Bring to you a joyful taste and uplift in mood & energy. Because you deserve a reward after long

hours of hard working

Not only tasty lemon flavor but also good for health with vitamin C

Roots: tasty CSD drink containing vitamin C

Target consumer:

Millennial office-workersCompetitive

environment: CSD segment full of brands with clear demand space. But their rising concern of health problem

Consumer insight: In the afternoon, after long hours of full concentration and hard-working in the office, I am in need of something for self-rewarding. It should make me feel good and also raise my mood & energy up for the rest of day.

Benefits: Provide energy & vitamin C

Discriminators: Only CC Lemon with Vitamin C can bring tasty feeling but not make consumer worry about health

Value-belief-personalities: THE VIBRANT FRIEND:

Always positive, full of energy and know you work hard to get the things you want

Always treat you well

Reason to believe:

Provide energy & Vitamin CEasy to buy whenever you are in need

Brand essence: SELF-REWARDING DRINK FOR YOUR

HARD-WORK AFTER A LONG DAY

BRAND LOVE KEY

MARKETING MIXPROPOSITION: SELF-REWARDING DRINK FOR YOUR HARD-WORK AFTER A LONG DAY

Product: CSD drink with vibrant taste & vitamin C

Price: 20% higher than other CSD, but less than other rewarding alternative (Smoothie, Phuc Long tea…) so consumer can buy it everyday.

Place:- CVS near office building- Vendor machine in office building- Delivery through Grabbike

Promotion: ATL (focus on digital) and BTL (focus on point of purchase and at office building)

Pack: nice and premium design because it likes rewarding

BRAND COMMUNICATION IDEACC LEMON – VIBRANT REWARD FOR YOUR HARD-WORKING

BRAND ACTIVATION PLATFORMGITFING PLATFORM: - Grabbike delivery – gift from secret admirer- Gift from Boss or colleague as their recignision for your work- Gift from you to your self – because you’re deserved for all effort

__ Thank you__