Title GIVEAWAY | REVIVE PACKAGE | Bài làm thí sinh Lê Kiều Thiên Lý (2021) ✅

REVIVE EFFERVESCENT ZERO CALORIES M86A_Lê Kiều Thiên Lý
Executive summary Situation Complication Question Answer Revive is looking for opportunities to increase sales volume by +5% and increase consumer penetration by 10% with non-user consuming SPO before. SPO is unable to attract new users. The category's main problem is low penetration, which is caused by a lack of relevance and awareness. What innovative solutions can help Revive achieve that goal? Revive effervescent zero calories - fulfill the customer demand trend converted from the PW category will be the answer for the question above Summary Analysis Idea Execution

Market demand reflects customer habits in present and future Brand Brand image Growth (FY 2020 vs 2019) Short-term Growth (Q2'2021 vs Q1' 2021) Revive Fun, Cool, Social, Vibrant -5% +9% Pocari Expert/ Pharma, Daily use +4% +12% Aquarius Sport/ Athlete -20% -3% No.1 Active N/A -15% +2% 1. Deloitte 2/2021 - The Vietnam Consumer Survey 2. Xu hướng tiêu dùng hiện đại - bộ Công thương Việt Nam 7/2021 3. Case provided 1 Revive is used a lot for frontline workers against the epidemic Revive Pocari The majority of people use Pocari because of the health message and expert image that the brand builds. 1,2 The Isotonic drink category has had stunted growth over the last 2 years despite the growing trend of health & wellness living in Vietnam. Low penetration is the key issue of the category, driven by low relevance and awareness. Revive, as the market leader needs to drive growth for the category through recruiting new users and drive a consumption increase. 3 Summary Analysis Idea Execution