Title GIVEAWAY | REVIVE PACKAGE | Bài làm thí sinh Trần Thị Minh Châu (2021) ✅

BẢN LĨNH MARKETER 9 BẢN LĨNH MARKETER 9 FINALE PROPOSAL TRẦN THỊ MINH CHÂU
Executive summary Define job to be done Source of growth & customer understanding 6Ps Proposal Communication idea & deployment 1 2 DEFINE JOB TO BE DONE ● 2 reasons for SPO’s stagnance: on-trade distribution and health-related consumption trend ● Pocari is the only player that outperforms the sector by fixing these 2 issues ● Revive’s job to be done: Penetrate + Increase frequency to fix current problems: limited moments of consumption + TT focus distribution SOURCE OF GROWTH ● Penetrate: Frequent energy drinker; Increase frequency: Non-athletic SPO drinkers ● Unmet needs: reduce sugar consumption + add-on benefits other than nutrition 3 4 6Ps Proposal ● Proposition: A sport drink with added plant-based nutrition to quickly refuel energy and build a long term health for everyone ● Product: Wide range of fruit flavors + plant based vitamins + 2 options: carbonated/non carbonated ⇨ suit different needs ● Packaging: 390ml carbonated bottle + 200 ml spout pouch ⇨ suitable for daily use + familiar packaging of healthy products ● Pricing: Premiumization => PI 1.2 ● Placing: Focus on MT (online + new on trade) + selective TT (street shops) ● Promotion: Focus on social media with a special tactic: gamification [use code on each bottle to join daily games on Revive website, sync with app to track movements] BIG IDEA CUSTOMER UNDERSTANDING ● TA: The achiever ● Insight: KEY STRATEGY TO APPROACH ● Product innovation: Hybrid drink with added health benefits to increase moments of consumption ● Launching time: May - July 2022 COMMUNICATION PLAN ● Awareness: Social discussion “Choosing health or success?” + MV “Khỏe để...” ● Engage: Game “Revive your game” ● Amplify: Tiktok campaign #revivetowin
Executive summary Define job to be done Source of growth & customer understanding 6Ps Proposal Communication idea & deployment CATEGORY ANALYSIS THE MACRO PROSPECT IS PROMISING 1.1 In the first half of 2021, Vietnam’s economy witnessed rebound in GDP and retails sales of consumer goods, yet the impact of the 2020 waves still left business struggling FMCG growth recovers in both value and volume consumption. Beverage is one of which sector that returns to positive growth in Urban 4 key cities 1 2 Source: Kantar FMCG Monitor June 2021 Source: The Valiant Marketer 9 | Marketing Business Case
Executive summary Define job to be done Source of growth & customer understanding 6Ps Proposal Communication idea & deployment 1.1 Yet despite positive growth of the beverage sector, SPO category has lagged behind in the past 2 years. Even though the volume of SPO consumption in short term is recovering... ... the overall consumption is still in declining trend 1 2 Source: The Valiant Marketer 9 | Marketing Business Case Source: The Valiant Marketer 9 | Marketing Business Case CATEGORY ANALYSIS BUT SPO SECTOR IS STAGNANT IN GROWTH