Young Marketer Elite 3 - Individual Graduation Challenge in 4 hours_Ngọc Khánh Phạm

1. YOUNG MARKETERS ELITE PROGRAM – SEASON 3
[Individual Graduation Case]
Ngọc Khánh Phạm

2. 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.

3. 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

4. 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

5. 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

6. 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

7. 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

8. BRAND COMMUNICATION IDEA
ACTIVATION FLATFORM
Everyday going to school is a lively yellow (vàng tươi) day
Break time

9. 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

10. Thank you.