YOUNG MARKETERS ELITE PROGRAM – SEASON 3

[Individual Graduation Case]

Ngọc Khánh Phạm

CATEGORY TRUTH PRODUCT TRUTH

Great taste with carbonated brings

about the physical and mental

refreshment

CH-drink with vitamin C bring a

healthy body and a fresh spirit.

Target Consumer

Student - 15 – 22 years old

Live in urban area

Income: ABC

Life style: young, dynamic, exciting

Belief:

- Feel bored when go to school in the hot

weather day

DEMAND SPACE

WHO CONTEXT

CONSUMER TRUTH

I always want to be in good state to enjoy student time

with my friends even in hot weather days.

In school

Insight for brand

Hot weather day at school make me feel tired and bored. So, I want a CH-drink will bring me to great spirit to enjoy student time with my friends

CATEGORY TRUTH CONSUMER TRUTH

Great taste with carbonated brings about the physical and mental

refreshment

CH-drink with vitamin C bring a healthy body and a fresh spirit.

I always want to be in great spirit to enjoy student time with my friends

even in hot weather days.

PRODUCT TRUTH

POSITIONING STATEMENT

WHO WHAT NEED UNIQUE-NESS RTB

Student - 15 – 22 years

old

Live in urban area

Income: ABC

Life style: young,

dynamic, exciting

I want a CH-drink will

bring me to great

spirit to enjoy student

time with my friends

even in hot weather

days

Bring lively yellow

time for student

A lot of Vitamin C

from lemon bring the

physical and mental

refreshment

Values - Belief –Personalities

Reason to believe

Brand Essence

Benefits Discriminators

Consumer Insight

Competitive

Environment

Target

Customers

Root Strengths

Brand Key

External condition

Consumer view of the brand

- Root Strengths: the original product, values and/or beliefs that made the brand great and on which we want to build

- Competitive Environment: the market and alternative choices as seen by the consumer and the relative value the brand offers in that market

- Target Customers: the person and the situation for which the brand is always the best choice, defined their attitudes and values, not just

demographic

- Consumer Insight: the needs of target consumer on which the brand is founded

- Brand Essence: the distillation of the brand into a core idea or promise

- Benefits: the differentiating functional, emotional and sensory benefits that motivate purchase

- Values - Belief – Personalities: the brand values – what the brand stands for and believes in – it’s personality

- Reason to believe: the proof offer to substantiate the benefits/brand experience

- Discriminators: the single most compelling and competitive reason for the target consumer to choose the brand

BRAND COMMUNICATION IDEA

ACTIVATION FLATFORM

Everyday going to school is a lively yellow (vàng tươi) day

Break time

Marketing mix 6P

Product

Packaging

Promotion

Price

Place

Proposition

CH-drinks with Vitamin C

- Design: Yellow, Fresh

- Plastic bottle 500 ml

7000đ/500ml

- Canteen

- Convenience store near

school

Everyday going to

school is a great day

- Gift voucher for going to

water park

Thank you.