Elite 3 Personal Case

1. PERSONAL
ASSIGNMENT
Liêm

2. BACKGROUND
CURRENT POSITIONING
Root Strength
Contain Much Vitamin C
Tasty Refreshing Lemon Flavor
Functional: Strong
Healthy Body
Emotional:
Everyday lively
Essence
Happy and Fresh
Healthy
Yellow
Dynamic
Influencing
Smiling/Singing/Dancing
Not clear
~ Vitamin C From lemon
Not clear
~ A CSD product that
contain Vitamin C
Keep you
everyday lively
and full of joy
The root strength is not strong,
single minded and thus, cannot
create a strong discriminator
Not a good strategy when
defining itself under CSD
category
Not clear RTB

3. BACKGROUND
BEVERAGE TREND
CSD is on downtrend
PW grows
ED is stagnant
Reduce intake of sugar
CONSUMER TREND
Looking for more value
Concern about
artificial/synthesized
ingredient
THE HEALTHIER,
THE BETTER
Synthesis/artifice
Not natural and not tasty
Not convenient
Not ensure the sufficient intake of vitamin C
EFFERVESCENTCAPSULE FRESH JUICE PACKED JUICE FRESH FRUIT
CATEGORY ADVANTAGE
COMPETITOR
OISHI C+
Younger Target: Kool and
Young People
Clearer Communication
about supplement of
Vitamin C
Take a look at the “Vitamin C Supplement” Categories
Vitamin C is crucial to the functioning of body
FACT ABOUT VITAMIN C
Vitamin C also provides a lot of benefits
Reduce
Stress
Produce
Collagen
Protect
from UV
Help Burn
Fat
However, many people are not aware of it and many
suffer from Vitamin C deficiency

4. DEMAND SPACEDIRECTION
From the BACKGROUND, CC lemon
will make a repositioning towards:
A more healthy Product (than CSD)
A convenient Supplement of Vitamin C
Made from natural ingredients
Imply the importance of Vitamin C
Demand Space: Healthy Start (Start with a supplement of Vitamin C for the whole day)
Re-categorized: CSD -> Juice Drink (with added benefits)

5. TARGET CONSUMER
Young adults from 20-29
Senior Students, First-Jobbers
Their life is busy and dynamic
They take on many tasks or participating many activities
They have a concern about work-life balance
BRAND BIG IDEA INSIHGT
My life is too busy for, leaving me no time to
think of a healthy diet. Thus, My body
always feels stressed and not healthy due to
not enough intake of Vitamin C

6. POSITIONING STATEMENT
TO WHOM WHAT WHY HOW
Young People from 20-29
who seek for a fresh and
healthy start to prepare
for the whole day
A healthy Juice Drink with
a supplement of Vitamin
C – sufficient intake for
the whole day
Provide you the balance
from the inside of your
body to balance your
busy life
Contains 10% Authentic
Lemonade and the
amount of Vitamin C
equal to 2 lemons

7. BRAND KEY
Insight
Root Strength
Natural Vitamin C Supplement from
Authentic Fresh Lemon
Functional:
Keep your body well
functioned and healthy
Emotional:
Make you feel balance
for the whole day
Happy and Healthy
Ready for every challenge from life
Full of energy
Balanced Life
Contains 10% Authentic
Lemonade and the
amount of Vitamin C equal
to 2 lemons
The sufficient supplement
of Vitamin C purely from
natural lemon
Essence
Keep you
balance from
inside
Competitors Consumers
Direct: Oishi C+, V-
fresh, Teppy, juicy
Indirect: Vitamin C
tablet, Plusssz
Young adults from 20-29
Senior Students, First-Jobbers
Their life is busy and dynamic
I don’t feel balanced between work
and life because I do not feel
balanced from inside

8. COMMUNICATON
BRAND COMMUNICATION IDEA
ACTIVATION PLATFORM
The everyday challenges that
attempts to imbalance your life
Challenge is good, as long as
you are balanced
BRAND
COMMUNICATION
INSIGHT
As a young adult, every day of my
life is always busy and full of
challenges, which often make me
stressed pose many threat to the
balance of my life. I need a good
preparation that keep my body
strong from inside to keep me
ready for every challanges
Brand
Truth
Cate Truth
Consumer
Truth

9. THANK YOU