2. Challenge:
Land CC Lemon in the crowed CSD segment with right
positioning on right demand space
39%
31%
16%
8%
6%
Contribution by value
CSD Energy drink Bottled water
Fruit-base drink Sport drink
CSD has the highest contribution to PepsiCo
turnover with many brands
Each CSD brand has already occupied a demand
space
For who In which occasions With whom
Mass
(18 – 50)
Celebrating
During the meal
Big group of friend &
Family
Tween & Teen Young & Chill
moment
During the meal
Friend
Teen & Young Adult Work/s Alone or with
colleague
Teen & Young Adult Playing/experiencing
time
Small group of their
“partner-in-gang”
BUSINESS CONTEXT
3. WHAT ARE CC LEMON’S DIFFRENCIATOR?
• Function: only CSD in the market containing Vitamin C – integral vitamin for
well-functioned body. Most well-recognised function of Vitamin C is to
Antioxidant & strengthen immune system
• Taste: Lemon flavor with mixture of sweet & sour taste
• Target:
- Millennial office-workers (23-35)
- Live in 6 key cities
- Work hard for the things they want in life
4. HOW CC Lemon TAP INTO THEIR TARGET CONSUMER’S DEMAND SPACE
POSITIONING: SELF-REWARDING DRINK FOR YOUR HARD-WORK AFTER A LONG DAY
WHERE
In the office
WHEN
At 2-4pm in the afternoon, after
long-hours of hardworking
WHY:
My body says it’s reach low level of
energy
My mind says it’s time for relax,
self-indulgence and self-rewarding
because I work so hard
WITH WHOM:
Me-time or with small group of
colleague
WHAT
Something tasty to feel good (not
boring like tea or coffee) but not
make me concern about health
WITH WHAT ACTIVITY:
Eating snack, surf web/facebook,
chit chat with friends…
Insight:
In the afternoon, after long hours of full concentration and hard-working in the office, I am in need of something for self-
rewarding. It should make me feel good and also raise my mood & energy up for the rest of day.
provide to Whom what Need the Uniqueness by RTB
Millennials office-workers
Age: 23-35
Living in 6 key cities
A self-rewarding & indulgence
drink in afternoon
Bring to you a joyful taste and uplift in
mood & energy. Because you deserve
a reward after long hours of hard
working
Not only tasty lemon flavor but also
good for health with vitamin C
5. Roots: tasty CSD drink containing vitamin C
Target consumer:
Millennial office-workers
Competitive environment:
CSD segment full of brands with clear
demand space. But their rising concern of
health problem
Consumer insight:
In the afternoon, after long hours of full concentration and hard-working in the office, I am
in need of something for self-rewarding. It should make me feel good and also raise my
mood & energy up for the rest of day.
Benefits:
Provide energy & vitamin C
Discriminators:
Only CC Lemon with Vitamin C can bring tasty
feeling but not make consumer worry about
health
Value-belief-personalities:
THE VIBRANT FRIEND:
Always positive, full of energy and know you work
hard to get the things you want
Always treat you well
Reason to believe:
Provide energy & Vitamin C
Easy to buy whenever you are in need
Brand essence:
SELF-REWARDING DRINK
FOR YOUR HARD-WORK
AFTER A LONG DAY
BRAND LOVE KEY
6. MARKETING MIX
PROPOSITION: SELF-REWARDING DRINK FOR YOUR HARD-WORK AFTER A LONG DAY
Product: CSD drink with vibrant taste & vitamin C
Price: 20% higher than other CSD, but less
than other rewarding alternative (Smoothie,
Phuc Long tea…) so consumer can buy it
everyday.
Place:
- CVS near office building
- Vendor machine in office building
- Delivery through Grabbike
Promotion:
ATL (focus on digital) and BTL (focus on
point of purchase and at office building)
Pack: nice and premium design because it
likes rewarding
7. BRAND COMMUNICATION IDEA
CC LEMON – VIBRANT REWARD FOR YOUR HARD-WORKING
BRAND ACTIVATION PLATFORM
GITFING PLATFORM:
- Grabbike delivery – gift from secret admirer
- Gift from Boss or colleague as their recignision for your work
- Gift from you to your self – because you’re deserved for all effort
