Young Marketers Elite 3 -Individual graduation case - Khánh Thy
Transcript of Young Marketers Elite 3 -Individual graduation case - Khánh Thy
YOUNG MARKETERS ELITE 3 INDIVIDUAL GRADUATION CASE
KHÁNH THY
BOTTLED DRINK BACKGROUND
SP Beverage has majority contribution from Energy Drink and Bottled Water
Bottle Water gains significantly high volume size in comparison with others sub-cate.
BOTTLED DRINK market is going up to physical health drink with the trend of energy boost or purity drink.
SOFT DRINK CONSUMPTION BY AGE
Teenager has huge contribution to soft drink consumption
PERCEPTION ABOUT TEENAGER AND SOFT DRINK
Soft drink has bad influence on childen.It creates and fat and idle young generation.
TARGET CONSUMERPRODUCT TRUTH
C.C.Lemon has refreshing lemony taste and lots of Vitamin C
Age: 13-19 yoIncome: ABCLocation: Living in big cities HCM, Hanoi,... Characteristic: youthful and dynamic.Their daily life full of activities and they need an fresh start and keep they going-on, help them to handle and enjoy theirFact: Drinking lemonade in the morming
provides our bodies with plenty of vitamins, minerals and vital trace elements. It’s also a great energy booster for when we wake up first thing in the morning as our tissues are dehydrated and in desperate need of fluid to push out toxins.
POSITIONING STATEMENT BRAND KEY
C.C.LemonProvide what need: fresh start
To whom: active and youthful teenager
Differenciated by : healthy juicy lemon flavour but can bring livelySpirit boost
RTP: refreshing lemony taste and lots of Vitamin C
BRAND COMMUNICATION BIG IDEA
THE BEGINING OF A BEGINER
BRAND ACTIVATION PLATFORM
All start in the morningWe wake up first thing in the morning as our tissues are dehydrated and in desperate need of fluid to push out toxins.
The way we start a day in the morning plays important roles in day
Lemonade well consumedAnd spread out advantagesin the morning.
THANK YOU