This presentation was a collaborative effort of 5 persons: Pantelis Priniotakis, Eugenio Meloni, Florence Merigaud, Lilly Benavides and myself.

2. [market analysis]

3. The Explore rs Core Need in Life is to D iscover The Aspirers Core Need in Life is for Status Men & Women Open to new ideas/products Modern, Trendy & Brand Conscious Medium to high income Live in cosmopolitan urban cities 20-29 yrs old Prefer easy to drink uncomplicated tastes Need to be on stage Price Sensitive On-trade consumption (casual bars, restaurants) pizzerias Not highly interested in top quality Packaging is as important as content Materialistic driven by other’s perception of them Interested in both mainstream & top quality product range 30-39 yrs old Knowledgeable about their preferences Need to demonstrate & share competence & social position with others Looking for a relaxing & easy time On-trade consumption (trendy fusion restaurants, wine shops/bars ) M arket Analysis – Consumer Demand Segmentation Consumer segmentation based on Maslow’s hierarchy of needs Source: Young & Rubicam

5. Association mapping of motivations based on Maslow’s hierarchy of needs Market Analysis – Positioning Map Enlightenment Discovery Pleasure Functionality Self Esteem From Others Affirmation Social Status

6. Weaknesses Strengths Opportunities Threats SWOT Analysis

7. [brand strategy]

10. Action Plan - Marketing Mix OBJECTIVES PLANS PRODUCT Packaging innovation Increased yet l imited range of product Examine the possibility of a single-serve unit to be in par with market consumption trends Two from each type based on Flavour Map + one Sparkling PRICE " Reposition ” current pricing perception Employ single serve multi-packs to enhance value for money perception PROMOTION Increase awareness Drive volume/trial Impactful and “out of the box” viral communication to increase word of mouth awareness and establish everyday good fun P.R./Lifestyle activities Connection with relevant sponsoring ax i s’s Build strong strategic institutional alliances Strong on-trade activation Added value/volume off-trade activities Build strong strategic commercial alliances PLACE Expand distribution Selectively e x p a nd in off-trade outlets ( H yper & S uper) Develop the Ho.Re.Ca & alternative channels

19. Action Plan – Evaluation & Feedback

20. 200X Action Plan Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Packaging Innovation Viral Communication Public Relations Alliances & Sponsorships On-Trade Activities Off-Trade Activities

27. Customer Needs Analysis – Matrix Functional - Explicit TASTE PRICE SOCIAL Functional - Implicit AVAILABILITY HEALTH ATTRIBUTES Symbolic - Explicit TRENDY Symbolic - Implicit FULLFILL CURIOSITY STIMULATE THE SENSES DISTRACTION RELAXATION

28. Demand Segmentation AIO MODEL A CTIVITIES I NTERESTS O PINIONS Profession Family themselves Pastimes Home Society Social Events Job Politics Holidays Eating Business Entertainment Leisure Economy Club Membership Fashion Education Service to Community Service to community Products Purchasees Media Habits Future Sports Ambitions Culture

30. Positioning Map Criteria : Maslow’s Hierarchy of needs Source: Young & Rubicam