YoungMarketersEliteDevelopmentProgramSeason3- Individual

GraduationChallenge

NGUYENTHITHANHTHAN

ALOOKBACKATCCLEMONINVIETNAMBEVERAGEMARKET

ProductDefinitionintoBeveragemarket

• Carbonatesoftdrink• Keybenefits:- FullofVitaminCandlemonflavor- Refresh,relaxnbringing healthy

bodyandshiftmood

Communicationhistory

- OutstandingwithmessageofVitaminCandYellowconceptishighlighted BUTIRRELEVANTTOCONSUMERBECAUSEDONOTHAVECLEARBENEFIT

CCLemonishighawarenessduetoemotionalcommunicationbutirrelevanttoconsumerbecausetheproductdoesnothaveanyclearbenefit.Besides,definedinCSDisalsodisadvantagebecausedrinksthat

containgasmayconflictwithhealthyvalueofVitaminCandthebrandimage.

CATEGORYOVERVIEW

Whichsub-categorytojumpinto?

CSD ED SD/IsotonicAndwithingredientsofCClemon

CSDdeclineswhilePWisupbecauseconsumer trendisnowconcerningmoreabouthealth.EDisstagnantforofferingspecificbenefitsbutisstillperceivedtobeunhealthy.

GROWTH COMPETITOR CONSUMERTRENDS

Analyzingcategory,competitor,consumer

Beforecastdeclininginfuture

CSDED

SD

Stagnant

Smallmarket

EDCOMPETITIVEStingismasterofurbanRedbullisleaderofrural

SDQUITENEWCATEGORYReviveisleaderOthersissmallplayers

HEALTH

SDNEWTOVNCONSUMERBUTPOTENTIAL

SUBCATEGORYUNDERSTANDING

SD/ISOTONIC

Quench thirst Improve physical performance

Healthy refuel RehydratesSomething tasty Consume on the go Improve mental sharpness For activities Vitamin Young and chill

COMPETITORS

CONSUMERDESCIPTIONS

Marketleader Othersmallplayers

CONSUMERUNDERSTANDING

WHOTHEYARE

UNDERSTANDWHATTHEYNEED

Their behavior: A wide range of drinks, on a wide range of occasions. They are drawn to beverages that are low in sugar, but also enjoy regular colas. Whether alone or with others, they are looking for

refreshment & drinks that can be shared.

YOUNG ADULT. - First jobber. White collar.

- 18 – 29 yo

Stepping into the world of work is new and challenging to me, but working all day, especially after a long day before screen, is also make me tired, stressful and

down-spirit. I’m looking for a heathy drink that can refuel, replenish, recover my mental that keep me continue to work.

They are starting to the world of working with energetic mind and spirit yet stressful in the escape from teenage characteristics.

THEIRDEMANDSPACES/THEIRINSIGHT

BRANDPOSITIONING

AHEATHYISOTONICdrinkthatcatrefuel,replenish,recovermymentalalongalldaytiringnstressful

Youngadult- Firstjobber.

Whitecollar.- 19– 29yo

Isotonicdrinkwithhealthy

ingredientsandnewtaste

VitaminCfromlemon

PROVIDEDWHATNEED TOWHOM DIFFERENTIATEDBY REASONTOBELIEVE

ESSENCE

BRINGING A HEATHY REFUEL TO YOUR MENTAL

BRAND COMMUNICATION IDEA A heathy drink to stimulate your mental

6PMARKETINGMIX

PRODUCT- Heathydrink- Refuel,recovery

mentalforalldayworking

PRICE- 9.000

PROMOTION- Focus

functionalbenefittheemotional

PLACEMTDT PACK

PROPOSITIOING- Mentaltrigger- Workingmoveon