young marketers elite development program season 3 individual graduation challenge-nguyen thi...
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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