YOUNG MARKETERS ELITE PROGRAM – SEASON 3

Individual Graduation Case

Lê Hồng Phong

CSD - Category Carbonated Soft Drink (CSD) are tend to decrease while packaged water tends to increase. According to report BMI, the growth rate (CSD) will continue reduced 7% (2017)

Brand R2B & Root strength Insight Essence

Pepsi Taste I want to live young now Live young

Mirinda Bold fun eabler for teen I want to laugh out loud Bond fun

Mountain Dew The original Instigator I want to be myself Daring

Competitor Review

According to a Nielsen Online survey, the results showed that after worries about the unrest as the economy. Health is next concerns of consumers.

BRAND TRUTH CONSUMER TRUTH CATEGORY TRUTH

DRIVER • Relieve thirst • Refreshing feeling

BARRIER • Not good for health

• Vitamin C relieve thirst and your body is alwayls healthy and cheerfull spirit

Target :Young adults 18-25, busy of work, Live working in the manner of young people, but are still interested in their health

CSD Ready-to-drink Tea

This is the perfect time to reposition in this context. When soft -drink in general and in particular CSD are facing problems not good for health

WHOM DIFFERENT BY WHAT

Một loại thức uống giải khát tốt cho sức khỏe tạo cho bạn một tinh thần vui tươi để bắt đầu một ngày mới đầy năng động

Target: Male, Female 18-35. Những người trẻ năng động, nhưng cũng bắt đầu quan tâm đến sức khỏe của mình

Ingredients contains a lot of Vitamin C

RTB

Technology from

Japan

PRODUCT

PACKAGING PRICE

6Ps PROPOSITION PLACE

PROMOTION

9.500 VND/ bottle

MT & GT Living the

young way but still

good for health

Fresh & Healthy

Shining from inside

ACTIVATION

PLATFORM

COMMUNICATION

BIG IDEA

BRAND

BIG IDEA

Be more healthy ,Achieve more

The last minute

Thank you.