Bagaoisan. Bartolabac. Camus. Mendez. Nakpil. Salandanan. Tuazon. Tupue. Yañez.

MARKET BACKGROUND

AGGREGATES

CHOSENAGGREGATE

CONTACT POINT

INSIGHT

BIG IDEA

EXECUTION

Filipinos in general tend to take vitamins when they are already

feeling sick or when they feel theyare about to get sick.

“VITAMIN C”

A problem with frequency because the tendency of consumers is to just buy us

when they’re already feeling sick.

“ I don’t often get sick.”

Hence, the product offering of Smart C of providing Vitamin C fails to resonate

which keeps the brand from fully penetrating the market.

Business Issue

METHODOLOGYResearched on RTD market in the Philippines.

Consulted with Dr. Joy Flores regarding effects of Vitamin C

Review of Competition

Store Visits: Convenience stores, grocery stores, and supermarkets

Campus Inquiries: UP, DLSU, ADMU, UST and UA&P(No Smart-C in

Cafeteria)(With Smart-C in Cafeteria)

Researched on RTD market in

the Philippines.

Interviews

Poll

IMC Plan

METHODOLOGY

What is Smart C+?

Launched in mid-2010Ready-to-drink fruit juice drink

with 500mg Vitamin C in every 500ml bottle.

Three citrus flavors: Lemon Squeeze, Orange Crush and Pomelo Grapefruit.

It is available in convenience stores and all leading supermarkets except

SM.

COFFEE

ICEDTEA

BOTTLED WATER

FRUIT JUICE

ENERGYDRINKS

SODAS

Competitive Space

“sawa,” “umay” “sikat”

“I can always change my mind at point of purchase”

*Loyalty does not pertain to an attachment to one brand. In general, the consumers in the RTD category tend to buy two or more brands.

64%16%

12%8%

3 Brands or moreNone2 Brands (C2 and Minute Maird, Coke and Real Leaf, etc.)Just one bran forever! ex. C2 only, Coke only)

How many Ready-to-drink brands are you loyal to?

*Evoked Set pertains to the repertoire of two or more preferred and trusted brands that come to the consumer’s mind when a need occurs.

OBJECTIVES:Therefore, we see that the first

order of business of our IMC plan is to make Smart C part of the Target Market’s evoked set of RTD’sAnd then, we will work on making it the most frequently consumed brand among the set in order to fully penetrate the market.

ExternalShoppers-End Consumers

Schools/UniversitiesOrganizations

Retailers

Multiple Markets

InternalManagement

Employees

Aggregation

CurrentCompetitive

Emerging

Universal Demographics:

ABC118-21 yo

Urban city dwellersCollege students

General Psychographics:

- stress comes from academic workload- at least 1 extra curricular activity- enjoys hanging out or partying with friends - sometimes, schoolwork gets in the way of their weekends- balance: school + social life- consume TV and radio but largely netizens (FB, Twitter, blogs)

I see

”Smart C is my new favorite drink”

PART OF THEIR EVOKED SET!

Psychographics and Behavior:

They take vitamins regularly and they rarely get sick.

They are health-conscious and they appreciate Smart C’s “Health Benefit.”

They exercise and eat healthy as they maintain a healthy lifestyle.

Ready To Drink:whenever it’s HOT or when they need ENERGY

buy from food stalls inside or outside the school (in convenience stores)

but if there are no available RTD’s they buy water instead

Ready To Drink:

TASTEPOPULARITY CONVENIENCE

123

Smart C:They already like Smart C and they found out about it through word of mouth and TV ads.

I don’t see

Smart C is not part of their evoked set.

“I don’t really get sick but I still jog sometimes.”“I take vitamins daily because of my mom.”

Psychographics and Behavior:They are not really health conscious.

HEALTHY=NOT SICK

X

X

Ready To Drink:- whenever it’s HOT or when they need ENERGY.

- buy from food stalls inside or outside the school (in convenience stores)

- but if there are no available RTD’s they buy water instead.

Smart C:

X

They have already tried Smart C but they didn’t like the taste.

They are already loyal to these brands that they like and after trying Smart C, they didn’t buy Smart C again.

They preferred the taste of other RTD brands.

To See is to Believe

Have not tried Smart C and they don’t know much about it.

Psychographics and Behavior:

ESCAPE FROM STRESS = SPORTS AND MUSIC

They are constantly busy.

Psychographics and Behavior:

They try to have physical activities and eat good food to maintain their health.

While they do not drink vitamins regularly, they claim that they do not get sick often.

Ready To Drink:1-2x a week (eat out/merienda)

They like “natural” drinks.“Tropicana, Fit n Right, Minute Maid, C2, Sola,

Real Leaf” because they like the taste.

Smart C:“I haven’t had the chance to try Smart C so I tend to just

stick with the brands that I know.”

“I don’t really know much about Smart C.”

Smart C:They always go for what is convenient.

“I buy from grocery stores because everything is there.”

I’ll See

They have already tried Smart C and they actually have positive perceptions of Smart C. However, Smart-C is not yet part of their evoked

set.

Psychographics and Behavior:

They have long days.

They are constantly busy and stressed.

Psychographics and Behavior:They claim that they are health conscious.

HEALTH = WELLNESS OF MIND AND BODY

They try to eat right and they try to squeeze in quick work outs.

Psychographics and Behavior:

They consider healthy options.While they do not regularly drink vitamins, they

claim they do not get sick.

Ready To Drink:

CONSUMPTION

RTD’s Smart C+

EVERY WEEK

Ready To Drink:school caf & convenience stores

“I’ll try it if I’m feeling adventurous.”

Ready To Drink:If the brands that they don’t like aren’t available, water’s good.

Ready To Drink:TASTE POPULARITYCONVENIENCE

123

Smart C:ADVERTISEMENTS

RECOMMENDATIONSACTIVATIONSFREE SAMPLES

“Smart C is an okay brand.”

Chosen Aggregate

I’ll See

Day in a LifeWake upLeaves for schoolClassLunchOrg MeetingMajorsPEP trainingHomework

5:00am6:00am

7:30-12:00pm 12:00pm

1:00-1:30pm1:30-6:00pm

6:00-9:00pm10:00-12:00am

TVC WOM Convenience Store

Cafeteria Activations

“I like it – health benefits, not much

sugar, the taste, price.”

+

+/“Its available anywhere”

“They know how to market

themselves.”

“A lot of people like this! It must be

good!”“It didn't say

anything. I just saw it in a store.”

/ +/ +/

+/

BRAND CONTACT

POINTS

MIND MAP

PRODUCT PERSONALITY

SimpleFit

Nice & FunHealthy

MediocreHealth-conscious

LivelyShy

Not loudHumble

PRODUCT ATTRIBUTES

PRODUCT BENEFITS

JuiceDrink

PomeloLemonade

Lemon

RefreshingThirst

quenchingVitamin C

RELATIONSHIPwith

PRODUCT

Non-existentDistantNot my

favorite but I like it

Brand Relationship Statement

StatementBrand Relationship

“Torpeng manliligaw, pero ang potential umaapaw.”

StatementBrand Relationship

Need for quality and quantity communication between them

“Torpeng manliligaw, pero ang potential umaapaw.”

StatementBrand Relationship

Need for quality and quantity communication between them

StatementBrand Relationship

“Torpeng manliligaw, pero ang potential umaapaw.”

Consumers fail to see the RELEVANCE

of the Vitamin C offering of Smart-C. Thus, not seeing its full potential.

L-Carnitine

Cool N’ Clean

Good for the heart

Smart-C: Vitamin C“I’m not sick right now, so what?”

What are we?

Brand Relationship Statement

Pre-Insight

They know who they want to be but they have yet to concretize how exactly

they can be that kind of person.

Why do our consumers lead multi-faceted lives?

Brand Relationship Statement

Pre-Insight

They are seizing every opportunity to discover who exactly they can be and

how they can be that person.

Hence, they are currently exploring their options.

Brand Relationship Statement

Insight

“I don’t want to miss out on chances to be who I want to be.”

Insight

Every activity is a chance to be the person that I want to be...that person who makes the most out of life so I

cannot afford to get sick.

B G Idea

[Def]: Continue uninterrupted

Keep G ing

Objective: To make Smart-C more relevant to consumers by incorporating the benefits of Vitamin C in their lives. Hence, allowing us to more effectively

penetrate the market.

Strategy: To highlight the benefit of having a strong immune system

provided by Vitamin C which is best experienced during the transition periods of our consumer’s day-to-day activities hence emphasizing the need for Smart-

C to keep them going regularly.

Executions

Executions

PHASE 1PHASE 2

PHASE 3

PHASE 1

Hi I’m Smart C and I keep you going!

REINTRODUCTION[June-September]

REPACKAGEPRESENCE IN CAFETERIAS

PHASE 1

REINTRODUCTION[June-September]

SHOPPER’S MARKETING

PHASE 1

REINTRODUCTION[June-September]

SHOPPER’S MARKETING

PHASE 1

REINTRODUCTION[June-September]

DIGITAL MEDIA

PHASE 1

REINTRODUCTION[June-September]

TVC

PHASE 1

REINTRODUCTION[June-September]

ACTIVATION: Midterm

PHASE 1

REINTRODUCTION[June-September]

FREEBIES

PHASE 1

REINTRODUCTION[June-September]

AMBIENT ADS

PHASE 1

PHASE 2

I know you!

PHASE 2

CONSUMER ENGAGEMENT[October-January]

ACTIVATION: Pre-Finals Week

Student Organizations:“Who can distribute the stress balls most

creatively?”

PHASE 2

CONSUMER ENGAGEMENT[October-January]

ACTIVATION: Pre-Finals Week

CONSUMER ENGAGEMENT[October-January]

RADIO

PHASE 2

CONSUMER ENGAGEMENT[October-January]

PR: Sponsorships of Fairs and Orgs

PHASE 2

CONSUMER ENGAGEMENT[October-January]

Digital: “Keep App”

PHASE 2

CONSUMER ENGAGEMENT[October-January]

SOCIAL MEDIA

PHASE 2

How do you #keep

going? @OishiSmartC

CONSUMER ENGAGEMENT[October-January]

SOCIAL MEDIA

PHASE 2

How do you #keep

going? @OishiSmartC

PHASE 3

I wanna meet your friends!

PHASE 3

DEMAND GENERATION[February-June]

TVC

PHASE 3

DEMAND GENERATION[February-June]

TVC

PHASE 3

DEMAND GENERATION[February-June]

TVC

PHASE 3

DEMAND GENERATION[February-June]

DIGITAL MEDIA

PHASE 3

DEMAND GENERATION[February-June]

SMART Cam

PHASE 3

DEMAND GENERATION[February-June]

SUMMER:Smart CSR

PHASE 3

DEMAND GENERATION[February-June]

ACTIVATION: BGC

PHASE 3

DEMAND GENERATION[February-June]

ACTIVATION: BGC

PHASE 3

DEMAND GENERATION[February-June]

ACTIVATION: BGC

PHASE 3

DEMAND GENERATION[February-June]

ACTIVATION: BGC6 Universities5 teams of 3

“How do you keep going?”

PHASE 3

DEMAND GENERATION[February-June]

PHASE 3

DEMAND GENERATION[February-June]

PHASE 3

DEMAND GENERATION[February-June]

ACTIVATION: BGC

PHASE 3

DEMAND GENERATION[February-June]

ACTIVATION: BGC

PHASE 3

DEMAND GENERATION[February-June]

ACTIVATION: BGC

PHASE 3

DEMAND GENERATION[February-June]

ACTIVATION: BGC

PHASE 3

DEMAND GENERATION[February-June]

ACTIVATION: BGC

PHASE 3

DEMAND GENERATION[February-June]

ACTIVATION: BGC

PHASE 3

DEMAND GENERATION[February-June]

ACTIVATION: BGC

WINNERGETS...

PHASE 3

DEMAND GENERATION[February-June]

ACTIVATION: BGC

Conclusion

We have to be able to translate our brand promise into the language that they can understand so that the next time they feel the need to buy a drink, they won’t even

think twice.   

MARKET PENETRATION = MIND PENETRATION

Thank you! Keep G ing