The document discusses strategies to increase market penetration for Smart C, a ready-to-drink juice with vitamin C, focusing on consumer habits and preferences among Filipinos, particularly college students. It highlights the need to make Smart C part of consumers' 'evoked set' of drinks by emphasizing its health benefits and incorporating it into their daily lives. The plan includes various marketing executions ranging from rebranding and digital media to in-store activations and consumer engagement initiatives to boost brand relevance and sales.

1. Bagaoisan. Bartolabac. Camus. Mendez. Nakpil.
Salandanan. Tuazon. Tupue. Yañez.

2. MARKET
BACKGROUND
AGGREGATES
CHOSEN
AGGREGATE
CONTACT
POINT
INSIGHT
BIG IDEA
EXECUTION

3. Filipinos in general tend to take
vitamins when they are already
feeling sick or when they feel they
are about to get sick.

4. “VITAMIN C”

5. A problem with frequency because the
tendency of consumers is to just buy us
when they’re already feeling sick.

6. “ I don’t often get sick.”

7. Hence, the product offering of Smart C
of providing Vitamin C fails to resonate
which keeps the brand from fully
penetrating the market.
Business Issue

8. METHODOLOGY
Researched on RTD market in the Philippines.
Consulted with Dr. Joy Flores regarding effects of Vitamin C
Review of Competition
Store Visits: Convenience stores, grocery stores, and
supermarkets
Campus Inquiries: UP, DLSU, ADMU, UST and UA&P
(No Smart-C in
Cafeteria)
(With Smart-C in Cafeteria)

9. Researched
on RTD
market in
the Philippines.
Interviews
Poll
IMC Plan
METHODOLOGY

10. What is Smart C+?
Launched in mid-2010
Ready-to-drink fruit juice drink
with 500mg Vitamin C in every
500ml bottle.
Three citrus flavors: Lemon Squeeze,
Orange Crush and Pomelo Grapefruit.
It is available in convenience stores
and all leading supermarkets except
SM.

11. COFFEE
ICED
TEA
BOTTLED
WATER
FRUIT
JUICE
ENERGY
DRINKS
SODAS
Competitive Space

13. “sawa,”
“umay”
“sikat”

14. “I can always change my mind at point of purchase”

15. *Loyalty does not pertain to an attachment to one
brand. In general, the consumers in the RTD category
tend to buy two or more brands.

16. 64%
16%
12%
8%
3 Brands or more
None
2 Brands (C2 and Minute Maird, Coke and Real Leaf, etc.)
Just one bran forever! ex. C2 only, Coke only)
How many Ready-to-drink brands are you loyal to?

17. *Evoked Set pertains to the repertoire of two or more
preferred and trusted brands that come to the
consumer’s mind when a need occurs.

18. OBJECTIVES:
Therefore, we see that the first
order of business of our IMC plan
is to make Smart C part of the
Target Market’s evoked set of
RTD’s
And then, we will work on
making it the most frequently
consumed brand among the set in
order to fully penetrate the
market.

19. External
Shoppers-End Consumers
Schools/Universities
Organizations
Retailers
Multiple Markets
Internal
Management
Employees

20. Aggregation

21. Current
Competitive
Emerging

22. Universal Demographics:
ABC1
18-21 yo
Urban city dwellers
College students

23. General Psychographics:
- stress comes from academic workload
- at least 1 extra curricular activity
- enjoys hanging out or partying with friends
- sometimes, schoolwork gets in the way of
their weekends
- balance: school + social life
- consume TV and radio but largely netizens
(FB, Twitter, blogs)

24. I see

25. ”Smart C is my new favorite drink”
PART OF THEIR EVOKED SET!

26. Psychographics and Behavior:
They take vitamins regularly and they rarely get sick.
They are health-conscious and they appreciate
Smart C’s “Health Benefit.”
They exercise and eat healthy as they maintain
a healthy lifestyle.

27. Ready To Drink:
whenever it’s HOT or when they need ENERGY
buy from food stalls inside or outside the school
(in convenience stores)
but if there are no available RTD’s they buy water instead

28. Ready To Drink:
TASTE
POPULARITY
CONVENIENCE
1
2
3

29. Smart C:
They already like Smart C and they found out
about it through word of mouth and TV ads.

30. I don’t see

31. Smart C is not part of their
evoked set.

32. “I don’t really get sick but I still jog sometimes.”
“I take vitamins daily because of my mom.”
Psychographics and Behavior:
They are not really health conscious.
HEALTHY=NOT SICK
X

33. X
Ready To Drink:
- whenever it’s HOT or when they need ENERGY.
- buy from food stalls inside or outside the school (in
convenience stores)
- but if there are no available RTD’s they buy water instead.

34. Smart C:
X
They have already tried Smart C but they didn’t like the taste.
They are already loyal to these brands that they like and
after trying Smart C, they didn’t buy Smart C again.
They preferred the taste of other RTD brands.

35. To See is to Believe

36. Have not tried Smart C and
they don’t know much about it.

37. Psychographics and Behavior:
ESCAPE FROM STRESS = SPORTS AND MUSIC
They are constantly busy.

38. Psychographics and Behavior:
They try to have physical activities and eat good
food to maintain their health.
While they do not drink vitamins regularly, they claim
that they do not get sick often.

39. Ready To Drink:
1-2x a week (eat out/merienda)
They like “natural” drinks.
“Tropicana, Fit n Right, Minute Maid, C2, Sola,
Real Leaf” because they like the taste.

40. Smart C:
“I haven’t had the chance to try Smart C so I tend to just
stick with the brands that I know.”
“I don’t really know much about Smart C.”

41. Smart C:
They always go for what is convenient.
“I buy from grocery stores because everything is there.”

42. I’ll See

43. They have already tried Smart C and they
actually have positive perceptions of Smart C.
However, Smart-C is not yet part of their evoked
set.

44. Psychographics and Behavior:
They have long days.
They are constantly busy and stressed.

45. Psychographics and Behavior:
They claim that they are health conscious.
HEALTH = WELLNESS OF
MIND AND BODY
They try to eat right and they try to squeeze in quick work outs.

46. Psychographics and Behavior:
They consider healthy options.
While they do not regularly drink vitamins, they
claim they do not get sick.

47. Ready To Drink:
CONSUMPTION
RTD’s Smart C+
EVERY WEEK

48. Ready To Drink:
school caf & convenience stores
“I’ll try it if I’m feeling adventurous.”

49. Ready To Drink:
If the brands that they don’t like
aren’t available, water’s good.

50. Ready To Drink:
TASTE
POPULARITY
CONVENIENCE
1
2
3

51. Smart C:
ADVERTISEMENTS
RECOMMENDATIONS
ACTIVATIONS
FREE SAMPLES
“Smart C is an okay brand.”

52. Chosen Aggregate

53. I’ll See

54. Day in a Life
Wake up
Leaves for school
Class
Lunch
Org Meeting
Majors
PEP training
Homework
5:00am
6:00am
7:30-12:00pm
12:00pm
1:00-1:30pm
1:30-6:00pm
6:00-9:00pm
10:00-12:00am

55. TVC
WOM Convenience
Store
Cafeteria Activations
“I like it – health
benefits, not much
sugar, the taste, price.”
+
+/“Its available
anywhere”
“They know how to
market
themselves.”
“A lot of people like
this! It must be
good!”
“It didn't say
anything. I just
saw it in a store.”
/ +/ +/
+/
BRAND
CONTACT
POINTS

56. MIND MAP

57. PRODUCT
PERSONALITY
Simple
Fit
Nice & Fun
Healthy
Mediocre
Health-conscious
Lively
Shy
Not loud
Humble
PRODUCT
ATTRIBUTES
PRODUCT
BENEFITS
Juice
Drink
Pomelo
Lemonade
Lemon
Refreshing
Thirst
quenching
Vitamin C
RELATIONSHIP
with
PRODUCT
Non-existent
Distant
Not my
favorite but I
like it

58. Brand Relationship Statement
Statement
Brand Relationship

59. “Torpeng manliligaw, pero ang
potential umaapaw.”
Statement
Brand Relationship

60. Need for quality and quantity
communication between them
“Torpeng manliligaw, pero ang
potential umaapaw.”
Statement
Brand Relationship

61. Need for quality and quantity
communication between them
Statement
Brand Relationship
“Torpeng manliligaw, pero ang
potential umaapaw.”

62. Consumers fail to see the
RELEVANCE
of the Vitamin C offering of Smart-C.
Thus, not seeing its full potential.

63. L-Carnitine
Cool N’ Clean
Good for the heart

64. Smart-C: Vitamin C
“I’m not sick right now, so what?”
What are we?

65. Brand Relationship Statement
Pre-Insight
They know who they want to be but
they have yet to concretize how exactly
they can be that kind of person.
Why do our consumers lead multi-
faceted lives?

66. Brand Relationship Statement
Pre-Insight
They are seizing every opportunity to
discover who exactly they can be and
how they can be that person.
Hence, they are currently exploring their
options.

67. Brand Relationship Statement
Insight

68. “I don’t want to miss out on chances
to be who I want to be.”
Insight

69. Every activity is a chance to be the
person that I want to be...that person
who makes the most out of life so I
cannot afford to get sick.

70. B GIdea

71. [Def]: Continue uninterrupted
Keep G ing

72. Objective: To make Smart-C more
relevant to consumers by incorporating
the benefits of Vitamin C in their lives.
Hence, allowing us to more effectively
penetrate the market.

73. Strategy: To highlight the benefit of
having a strong immune system
provided by Vitamin C which is best
experienced during the transition periods
of our consumer’s day-to-day activities
hence emphasizing the need for Smart-
C to keep them going regularly.

74. Executions

75. Executions
PHASE 1
PHASE 2
PHASE 3

76. PHASE 1
Hi I’m Smart C
and I keep you going!

77. REINTRODUCTION
[June-September]
REPACKAGE
PRESENCE IN CAFETERIAS
PHASE 1

78. REINTRODUCTION
[June-September]
SHOPPER’S MARKETING
PHASE 1

79. REINTRODUCTION
[June-September]
SHOPPER’S MARKETING
PHASE 1

80. REINTRODUCTION
[June-September]
DIGITAL MEDIA
PHASE 1

81. REINTRODUCTION
[June-September]
TVC
PHASE 1

82. REINTRODUCTION
[June-September]
ACTIVATION: Midterm
PHASE 1

83. REINTRODUCTION
[June-September]
FREEBIES
PHASE 1

84. REINTRODUCTION
[June-September]
AMBIENT ADS
PHASE 1

85. PHASE 2
I know you!

86. PHASE 2
CONSUMER ENGAGEMENT
[October-January]
ACTIVATION: Pre-Finals Week
Student Organizations:
“Who can distribute the stress balls most
creatively?”

87. PHASE 2
CONSUMER ENGAGEMENT
[October-January]
ACTIVATION: Pre-Finals Week

88. CONSUMER ENGAGEMENT
[October-January]
RADIO
PHASE 2

89. CONSUMER ENGAGEMENT
[October-January]
PR: Sponsorships of Fairs and Orgs
PHASE 2

90. CONSUMER ENGAGEMENT
[October-January]
Digital: “Keep App”
PHASE 2

91. CONSUMER ENGAGEMENT
[October-January]
SOCIAL MEDIA
PHASE 2
How do you #keepgoing? @OishiSmartC

92. CONSUMER ENGAGEMENT
[October-January]
SOCIAL MEDIA
PHASE 2
How do you #keepgoing? @OishiSmartC

93. PHASE 3
I wanna meet your
friends!

94. PHASE 3
DEMAND GENERATION
[February-June]
TVC

95. PHASE 3
DEMAND GENERATION
[February-June]
TVC

96. PHASE 3
DEMAND GENERATION
[February-June]
TVC

97. PHASE 3
DEMAND GENERATION
[February-June]
DIGITAL MEDIA

98. PHASE 3
DEMAND GENERATION
[February-June]
SMART Cam

99. PHASE 3
DEMAND GENERATION
[February-June]
SUMMER:Smart CSR

100. PHASE 3
DEMAND GENERATION
[February-June]
ACTIVATION: BGC

101. PHASE 3
DEMAND GENERATION
[February-June]
ACTIVATION: BGC

102. PHASE 3
DEMAND GENERATION
[February-June]
ACTIVATION: BGC

103. PHASE 3
DEMAND GENERATION
[February-June]
ACTIVATION: BGC
6 Universities
5 teams of 3
“How do you keep going?”

104. PHASE 3
DEMAND GENERATION
[February-June]

105. PHASE 3
DEMAND GENERATION
[February-June]

106. PHASE 3
DEMAND GENERATION
[February-June]
ACTIVATION: BGC

107. PHASE 3
DEMAND GENERATION
[February-June]
ACTIVATION: BGC

108. PHASE 3
DEMAND GENERATION
[February-June]
ACTIVATION: BGC

109. PHASE 3
DEMAND GENERATION
[February-June]
ACTIVATION: BGC

110. PHASE 3
DEMAND GENERATION
[February-June]
ACTIVATION: BGC

111. PHASE 3
DEMAND GENERATION
[February-June]
ACTIVATION: BGC

112. PHASE 3
DEMAND GENERATION
[February-June]
ACTIVATION: BGC
WINNER
GETS...

113. PHASE 3
DEMAND GENERATION
[February-June]
ACTIVATION: BGC

114. Conclusion
We have to be able to translate our brand promise into
the language that they can understand so that the next
time they feel the need to buy a drink, they won’t even
think twice.
MARKET PENETRATION = MIND PENETRATION

115. Thank you!
Keep G ing