Title GIVEAWAY | REVIVE PACKAGE | Đề bài Revive (Assessment Center) ✅

Page 1 of 8 THE VALIANT MARKETER 9 DEMARKETING BUSINESS CASE THE NEW SPORT DRINK Remark: all the numbers and names in this case study are fictional and for the purpose of the case study only. All the similarities are not intended. All is strictly confidential, please do not take photos or circulate numbers from the case. A. SPO CATEGORY RECENT YEARS Vietnam is among least active country in Asia but health & wellness is becoming a rising trend. NAB industry (Non-Alcoholic Beverage) has the size of 450 Millions 8oz with sub- categories as bellow: CATEGORIES: %Vol Contribution P4W Some brands in the category CSD (Carbonated-Soft-Drink) 23 89 Pepsi, Coke, 7up, Mirinda... PW (Package-Water) 28 74 Aquafina, Lavie... ED (Energy-Drink) 20 81 Sting, Redbull,... RTDT (Ready-to-drink Tea) 16 70 Tea+, Lipton, C2 FJ (Fruit Juice) 8 39 Twister, Pushmax... SPO (Sport Drink/ Isotonic) 5 40 Revive, Pocari, .... --------------- *8oz: unit of volume, used to measured size of volume in beverage industry. 1 8oz = 236ml **P4W – Past-4-weeks: indicator showing % of users among population have consumed the category at least once in the last 4 weeks by the time they were asked. Even though all sub-cats have healthy momentum with double digit growth, SPO category has been stagnant for the last 2 years. Key problem is that SPO fails to recruit new users. As the market leader with 70% market share, Revive has the task to drive growth for the category: BRAND Market Share (FY2020) GROWTH (FY 2020 vs 2019) Short-term GROWTH (Q2’2021 vs Q1’2021) Revive 79 -5% +9% Pocari 4 +4% +12% Aquarius 4 -20% -3% No.1 Active 13 -15% +2% Total Category 100 -8% +8%
Page 2 of 8 However, consumption is still in declining trend despite the fact that volume is recovering in short-term This trend seems to be linked to the FMCG Market context in the last two-year. Among FMCG, beverages return to positive growth in Urban 4 key cities SPORT DRINK is also a category with distinctive attributes that makes it heavily impacted by Covid, which is high contribution from ON CHANNEL (gym, sport center, cafe...) versus other categories, and get impacted due to high closing ratio from this channel. CHANNEL % CONTRIBUTE % VOL GROWTH vs YA ON 38 -3% OFF 52 +2% MT 10 +12%
Page 3 of 8 B. WHAT CONSUMERS ARE LOONKING FOR? Target consumer of Revive currently is young adults who are aspired to have an active lifestyle, they sweat to have the life enjoyed and cheerful either playing a sport or having fun in the daily life, and they hate it to have the sweat stop them. That’s when Revive jumps in and rehydrate and refuel with superior function. Among non-users, most are consuming PW, CSD and ED in their daily repertoire. Globally, There are 7 main segment to consume sport drinks with drivers and size as follows: Also, some key barriers for not entering the category is as follows: REASONS FOR NOT CONSUME BASES (143 Non-Users) Don’t like the taste 43 Not quenching thirst enough 8 Not suitable benefit 10 Not refreshing 12 Not energetic 3 Not for someone like me 16 Only for sport players 12 Don’t know about this type 14 No idea what is Isotonic 3 Can’t find it in any stores 39 Not attractive image 3 Not the brand I trust 12 Not high quality 10 Expensive/ Not value for money 2
Page 4 of 8 C. QUICK SNAPSHOT AT COMPETITIVE LANDSCAPE REVIVE POCARI AQUARIUS No.1 ACTIVE Product & Pack 1/ Original Flavor - CO2 - 500ml; (65%) 2/ Salted lemon – CO2 - 390ml (35%) Original Flavor – Non-CO2 – 350ml and 500ml 1/ Original Flavor – CO2 – 390ml; 2/ Original – Non- sugar – Non-CO2 – 390ml Salted Lemon – Non-CO2 – 455ml Price Index 1 1.3 1 0.9 Place 85% TT - 15% MT 10% TT - 85% MT – 5% Pharmacy 65% TT – 35% MT Non-Sugar portfolio in MT only 85% TT – 15% MT Proposition Rehydrate & refuel to back to the game Fun, Cool Hydration Ion supplement for life Quick Hydration for Stamina Hydration for Durability Promotion High SOV, Integrated TV + Digital. Sponsorship of running events. Medium SOV on digital. Sponsorship and owned running event. No communication Low SOV on TV Low on Digital Brand Imageries Fun, Cool, Social, Virbant Expert/ Pharma, Daily use Sport/ Athlete N/A YOUR TASK: Assuming you are the Marketing Manager of brand Revive, and you are working on the Innovation Plan to launch in 2022 to recruit new users to the category. • Business objective: +5% sales volume • Marketing objective: +10% consumer penetration Your task is to prepare and present to the boards: 1. Source of growth/ target consumer segment for the innovation with deep understanding on key insights/ drivers/ unmet needs 2. 6Ps summary for the innovation, which clearly indicates the product idea as the brief to R&D team to develop, pricing, channels proposition. 3. Big Communication Idea to launch the product. * You may choose to use or not use below appendix to sharpen your proposal, but please note all information is for reference only and not direct link to the desired proposal. *Innovation should be under brand REVIVE. The timing of the launch is by your choice within 2022. Assuming Suntory PepsiCo is the company with high capability to deliver any innovation you want in 3-6 months.