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1. TRAN HUYNH AI LAM
INDIVIDUAL ASSIGNMENT
GRADUATION

2. BACKGROUND
• Business context:
CSD is declining because consumers tend to care more about their health
• Challenge for the company:
Company need to develop new healthy beverages or at least brands perceived as healthier in CSD
• Look deeper into CSD:
“Generating approximately 30% of total CSD sales, soda segment is expected to grow even further”
(Pepsi Global)
 C.C Lemon is potential to be invested

3. DEMAND SPACE
Relevant to product’s primary RTB “ Vitamin C”
which is commonly associated with good mood or health
to perform well

4. COMPETITOR
Oishi C+
Target:
18-22 y.o
Wish to express their personality
Young and dynamic
Positioning:
Be your self
RTB:
Natural extract from lime

5. Target:
- Officer 22-26 y.o
- Dedicated to climb up in career
- Pay attention a little bit to health
Insight:
For me, what makes me different and be recognized at work as a youngster is creating new news in my
job. However, working such a long time under air-conditioner makes me feel fatigue and tired. I need a
healthy uplift so that I can maintain my vitality and keep surprising people in work
Positioning:
A HEALTHY UPLIFT THAT MAKE YOU VITAL
Brand Communication Idea:
BE VITAL TO MAKE SUPPRISES