3. Functional need: thirst-quenching, refreshment
and good for health
Emotional need: healthy, fun, joyful day
Differentiated by: The CSD brand with rich
Vitamin C & lemon flavor to help strengthen
resistance and bring out joyful day for consumers
Current CC-Lemon brand
Pet 390 ml
6900 VND
RTB: Longevity Japan Brand (since 1994)
Rach bottle contains 200 mg Vitamin C
To whom: Youth, aged 18 – 35, health-conscious.
Bull-eye: 23 y.o
Can 330 ml
6400 VND
Proposition
“Rich Vitamin C, good
for health”
(Nhieu vitamin C, tot
cho suc khoe)
Place
NationwidePrice & Packaging
Promotion in Vietnam
• 2014: First Launch, “Rich Vitamin C”, Healthy CSD
• 2015: Re-launch, “A bottle a day lively
everdyday”
Current demand space that the brand wants to
tackle: MIDNOON (most vulnerable to sickness),
when you travel the hottest sun of the day, then
feel tired => drink CC lemon to boost body
resistance
Current Brand positioning statement
Current Market MIx
4. Why RE-positioning?
Brand wants consumers to perceive CC Lemon as
“lively vitamin C drink”, but current consumers just
consider CC Lemon is another CSD with added
value, and just has same same usage occasion
(demand space) with other CSD brand.
“CC Lemon is just a CSD product, how possibly
provide me the benefit of Vitamin C?” => To
consumers’ perception, “Unhealthy carbonated
soft-drink” and “Vitamin C good for health” have
not linked together.
In the upcoming re-positioning
project, CC Lemon should strongly
claims the USP “Vitamin C” to turn
perception about CC Lemon from
“CSD with Vitamin C” to “Healthy
Vitamin C drink”.
But…HOW?
5. Look back Non-alcoholic Beverage Category
In Vietnam, among many sub-categories of non-alcoholic
industry, Fruit Juice Category can be seen having a
dramatic increase recent years, while CSD has gradually
decreased.
The key reason can be seen over the world is the trend of
“health concern”
Sales revenue of non-alcoholic beverage category :
80.320 bil VND, double in 2010 (2014, VietinBankSc)
The non-alcoholic beverage industry is very
competitive fierce competitors in many sub-
categories.
But, the average growth rate declines gradually.
6. Health remains top concern in urban and rises
in Rural
(Kantar World Panel, Lifestyle Survey 2014, Urban
4 Cities and Rural Vietnam)
Consumer trend
>50% candidates drink fruit juice more than 1 time per
day.
The key driver is “vitamin supplement”
The number of candidates choose to drink fruit juice
drink (62%) is higher than CSD (60,6%)
(W&S Research, 2014)
7. In Fruit Juice category
Orange Juice is the drink that
most people choose (from V-
fresh).
In that market, there is no
certain brand claims & owns
“lemon juice” term
It is a potential opportunities
for CC Lemon
W&S research, 2014
8. Conclusion
With “Vitamin C from lemon” advantage, CC lemon should leave
the “CSD category”, and establish in “Fruit juice category” to truly
bring the “healthy drink” to Vietnamese consumers.
9. With the nature “familly protection”,
moms are the most health-conscious
people in the world.
WHO WE CHOOSE for “CC Lemon
Juice” Target
• Moms, aged 25 – 40
• Health concern
• Always care for her family’s
health
• Take family’s strong health as her
proud and happiness in life.
Target consumer
10. Lemon is currently well-
perceived as good-for-health
juice which contains lots of
Vitamin C
Start to re-positioning
With mom, Vitamin C is well-
educated to be good for immune
system boosting, hence strengthen
the resistance ability
In scientific fact, Vitamin C helps
leukemia in blood to fight against
the body enemy (virus, bacteria,
germs, etc.)
Body of people can not self-
produce Vitamin C, hence
need the outside source as
eating & drinking.
Each people needs average 60
mg Vitamin C everyday for
good health.
Morning is the best time to for
body to consume Vitamin C to
ensure the quality of immune
system along the day.
11. Positioning statement
• Vietnamese Moms,
aged 25 – 40
• Health concern
• Always care for her
family’s health
• Take family’s strong
health as her proud
and happiness in life.
Function: A kind of lemon
juice to be drink in the
morning can help her to
strengthen her family
member’s health the
whole day
Emotion: Release burden,
happy
The first “Lemon Juice”
with enough vitamin C for
whole day in the market.
Each bottle of CC Lemon
contains 60 mg Vitamin C
from lemon juice (nước
cốt chanh)
Vitamin C works well with
the body to strengthen
the resistance and boost
the immune system
To whom What need Differentiated By Reason to believe
Demand space
MORNING BREAKFAST
12. Positioning statement
STRENGTHEN FAMILY’s RESISTANCE
MOM-ASSISTANT IN STRENGTHEN FAMILY’S
RESISTANCE
FAMILY’S HEALTH
BRAND ESENCE
BRAND COMMUNICATION IDEA
ACTIVATION PLATFORM
