PERSONAL ASSIGNMENT

Liêm

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

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

EFFERVESCENT CAPSULE 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

DEMAND SPACE DIRECTION

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)

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

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

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

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

THANK YOU