Bagaoisan. Bartolabac. Camus. Mendez. Nakpil.

Salandanan. Tuazon. Tupue. Yaez.

MARKET
BACKGROUND
AGGREGATES
CHOSEN
AGGREGATE
CONTACT
POINT
INSIGHT
BIG IDEA
EXECUTION

Filipinos in general tend to take

vitamins when they are already
feeling sick or when they feel they
are about to get sick.

VITAMIN C

A problem with frequency because the

tendency of consumers is to just buy us
when theyre already feeling sick.

 I dont often get sick.

Hence, the product offering of Smart C

of providing Vitamin C fails to resonate
which keeps the brand from fully
penetrating the market.

Business Issue

METHODOLOGY
Researched on RTD market in the Philippines.
Consulted with Dr. Joy Flores regarding effects of Vitamin C
Review of Competition
Store Visits: Convenience stores, grocery stores, and
supermarkets
Campus Inquiries: UP, DLSU, ADMU, UST and UA&P
(With Smart-C in Cafeteria)

(No Smart-C in
Cafeteria)

METHODOLOGY
Interviews
Poll
IMC Plan

Researched
on RTD
market in
the Philippines.

Launched in mid-2010
Ready-to-drink fruit juice drink
with 500mg Vitamin C in every
500ml bottle.
Three citrus flavors: Lemon Squeeze,
Orange Crush and Pomelo Grapefruit.
It is available in convenience stores
and all leading supermarkets except
SM.

t
a
h
W

?
+
C
t
r
a
is Sm

BOTTLED
WATER

SODAS
FRUIT
JUICE

ENERGY
DRINKS

ICED
TEA
COFFEE

e
c
a
p
S
e
v
i
t
i
t
e
p
Com

sawa,
umay
sikat

I can always change my mind at point of purchase

*Loyalty does not pertain to an attachment to one

brand. In general, the consumers in the RTD category
tend to buy two or more brands.

How many Ready-to-drink brands are you loyal to?

8%
12%
16%

64%

3 Brands or more
None
2 Brands (C2 and Minute Maird, Coke and Real Leaf, etc.)
Just one bran forever! ex. C2 only, Coke only)

*Evoked Set pertains to the repertoire of two or more

preferred and trusted brands that come to the
consumers mind when a need occurs.

OBJECTIVES:
Therefore, we see that the first
order of business of our IMC plan
is to make Smart C part of the
Target Markets evoked set of
RTDs
And then, we will work on
making it the most frequently
consumed brand among the set in
order to fully penetrate the
market.

Internal

Management
Employees

External
Shoppers-End Consumers
Schools/Universities
Organizations
Retailers

Multiple Markets

n
o
i
t
a
g
Aggre

Curren t

e
v
i
t
i
t
e
p
Com

Emerging

Universal Demographics:
ABC1
18-21 yo
Urban city dwellers
College students

General Psychographics:
- stress comes from academic workload
- at least 1 extra curricular activity
- enjoys hanging out or partying with friends
- sometimes, schoolwork gets in the way of
their weekends
- balance: school + social life
- consume TV and radio but largely netizens
(FB, Twitter, blogs)

I see

PART OF THEIR EVOKED SET!

Smart C is my new favorite drink

Psychographics and Behavior:

They are health-conscious and they appreciate
Smart Cs Health Benefit.
They exercise and eat healthy as they maintain
a healthy lifestyle.
They take vitamins regularly and they rarely get sick.

Ready To Drink:
whenever its HOT or when they need ENERGY
buy from food stalls inside or outside the school
(in convenience stores)
but if there are no available RTDs they buy water instead

Ready To Drink:
1 TASTE
2 POPULARITY
3 CONVENIENCE

Smart C:
They already like Smart C and they found out
about it through word of mouth and TV ads.

e
e
s
t

n
o
d
I

Smart C is not part of their

evoked set.

Psychographics and Behavior:

They are not really health conscious.
HEALTHY=NOT SICK
I dont really get sick but I still jog sometimes.
I take vitamins daily because of my mom.

Ready To Drink:
- whenever its HOT or when they need ENERGY.
- buy from food stalls inside or outside the school (in
convenience stores)
- but if there are no available RTDs they buy water instead.

Smart C:
They have already tried Smart C but they didnt like the taste.
They preferred the taste of other RTD brands.
They are already loyal to these brands that they like and
after trying Smart C, they didnt buy Smart C again.

To See is to Believe

Have not tried Smart C and

they dont know much about it.

Psychographics and Behavior:

ESCAPE FROM STRESS = SPORTS AND MUSIC

They are constantly busy.

Psychographics and Behavior:

They try to have physical activities and eat good
food to maintain their health.
While they do not drink vitamins regularly, they claim
that they do not get sick often.

Ready To Drink:
1-2x a week (eat out/merienda)
They like natural drinks.
Tropicana, Fit n Right, Minute Maid, C2, Sola,
Real Leaf because they like the taste.

Smart C:
I havent had the chance to try Smart C so I tend to just
stick with the brands that I know.
I dont really know much about Smart C.

Smart C:
They always go for what is convenient.
I buy from grocery stores because everything is there.

Ill See

They have already tried Smart C and they

actually have positive perceptions of Smart C.

However, Smart-C is not yet part of their evoked

set.

Psychographics and Behavior:

They have long days.
They are constantly busy and stressed.

Psychographics and Behavior:

They claim that they are health conscious.

WELLNESS
OF
HEALTH =
MIND AND BODY
They try to eat right and they try to squeeze in quick work outs.

Psychographics and Behavior:

They consider healthy options.
While they do not regularly drink vitamins, they
claim they do not get sick.

Ready To Drink:
EVERY WEEK
CONSUMPTION
RTDs

Smart C+

Ready To Drink:
school caf & convenience stores
Ill try it if Im feeling adventurous.

Ready To Drink:
If the brands that they dont like
arent available, waters good.

Ready To Drink:
1 TASTE
2 POPULARITY
3 CONVENIENCE

Smart C:
ADVERTISEMENTS
RECOMMENDATIONS
ACTIVATIONS
FREE SAMPLES
Smart C is an okay brand.

Chosen Aggregate

Ill See

Day in a Life
5:00am
6:00am
7:30-12:00pm
12:00pm
1:00-1:30pm
1:30-6:00pm
6:00-9:00pm
10:00-12:00am

Wake up
Leaves for school
Class
Lunch
Org Meeting
Majors
PEP training
Homework

WOM

TVC

Convenience
Store

+/

+/

I like it health
benefits, not much
sugar, the taste, price.

A lot of people like

this! It must be
good!

It didn't say
anything. I just
saw it in a store.

BRAND
CONTACT
POINTS
Cafeteria
Activations

+/

Its available
anywhere

+/

+/

They know how to

market
themselves.

MIND MAP

Simple
Fit
Nice & Fun
Healthy
Mediocre
Health-conscious
Lively
Shy
Not loud
Humble

Juice
Drink
Pomelo
Lemonade
Lemon

Refreshing
Thirst
quenching
Vitamin C

Non-existent
Distant
Not my
favorite but I
like it

PRODUCT
PERSONALITY

PRODUCT
ATTRIBUTES

PRODUCT
BENEFITS

RELATIONSHIP
with
PRODUCT

R
e
la
ti
o
n
s
h
ip
d
n
State
Bra
men
t
Brand Relations

hip Statement

R
e
la
ti
o
n
s
h
ip
d
n
State
Bra
men
t
Torpeng manliligaw, pero ang
potential umaapaw.

R
e
la
ti
o
n
s
h
ip
d
n
State
Bra
men
t
ty
ti
n
a
u
q
d
n
a
y
lit
a
u
q
r
fo
d
e
e
N
m
e
th
n
e
e
tw
e
b
n
o
ti
a
ic
n
u
comm

Torpeng manliligaw, pero ang

potential umaapaw.

R
e
la
ti
o
n
s
h
ip
d
n
State
Bra
men
t
ty
ti
n
a
u
q
d
n
a
y
lit
a
u
q
r
fo
d
e
e
N
m
e
th
n
e
e
tw
e
b
n
o
ti
a
ic
n
u
comm

Torpeng manliligaw, pero ang

potential umaapaw.

Consumers fail to see the

RELEVANCE
of the Vitamin C offering of Smart-C.
Thus, not seeing its full potential.

L-Carnitine

Cool N Clean

Good for the heart

Smart-C: Vitamin C
Im not sick right now, so what?

?
e
w
e
r
a
hat

Pre-Insight
B
r
a
n
d Rour
elatioconsumers
Why do
lead
multinship Statem
ent

faceted lives?
They know who they want to be but
they have yet to concretize how exactly
they can be that kind of person.

Pre-Insight
B
r
a
n
d Reare
lationcurrently
Hence, they
their
ship Stateexploring
ment

options.
They are seizing every opportunity to
discover who exactly they can be and
how they can be that person.

Insight
Brand Relations

hip Statement

Insight
I dont want to miss out on chances
to be who I want to be.

Every activity is a chance to be the

person that I want to be...that person
who makes the most out of life so I
cannot afford to get sick.

BG

Idea

Keep G ing
[Def]: Continue uninterrupted

Objective: To make Smart-C more

relevant to consumers by incorporating
the benefits of Vitamin C in their lives.
Hence, allowing us to more effectively
penetrate the market.

Strategy: To highlight the benefit of

having a strong immune system
provided by Vitamin C which is best
experienced during the transition periods
of our consumers day-to-day activities
hence emphasizing the need for SmartC to keep them going regularly.

Executions

Executions

PHASE 1

PHASE 2
PHASE 3

Hi Im Smart C
and I keep you going!

PHASE 1

REINTRODUCTION
[June-September]

REPACKAGE
PRESENCE IN CAFETERIAS

PHASE 1

REINTRODUCTION
[June-September]

SHOPPERS MARKETING

PHASE 1

REINTRODUCTION
[June-September]

SHOPPERS MARKETING

PHASE 1

REINTRODUCTION
[June-September]

DIGITAL MEDIA

PHASE 1

REINTRODUCTION
[June-September]

TVC

PHASE 1

REINTRODUCTION
[June-September]

ACTIVATION: Midterm

PHASE 1

REINTRODUCTION
[June-September]

FREEBIES

PHASE 1

REINTRODUCTION
[June-September]

AMBIENT ADS

PHASE 1

I know you!

PHASE 2

CONSUMER ENGAGEMENT
[October-January]

ACTIVATION: Pre-Finals Week

Student Organizations:
Who can distribute the stress balls most
creatively?

PHASE 2

CONSUMER ENGAGEMENT
[October-January]

ACTIVATION: Pre-Finals Week

PHASE 2

CONSUMER ENGAGEMENT
[October-January]

RADIO

PHASE 2

CONSUMER ENGAGEMENT
[October-January]

PR: Sponsorships of Fairs and Orgs

PHASE 2

CONSUMER ENGAGEMENT
[October-January]

Digital: Keep App

PHASE 2

CONSUMER ENGAGEMENT
[October-January]

SOCIAL MEDIA
C
t
r
a

w
o
H

PHASE 2

u
o
y
do

e
k
#

?
g
n
i
o
g
p
e

O
@

m
S
i
ish

CONSUMER ENGAGEMENT
[October-January]

SOCIAL MEDIA
C
t
r
a

w
o
H

PHASE 2

u
o
y
do

e
k
#

?
g
n
i
o
g
p
e

O
@

m
S
i
ish

I wanna meet your

friends!

PHASE 3

DEMAND GENERATION
[February-June]

TVC

PHASE 3

DEMAND GENERATION
[February-June]

TVC

PHASE 3

DEMAND GENERATION
[February-June]

TVC

PHASE 3

DEMAND GENERATION
[February-June]

DIGITAL MEDIA

PHASE 3

DEMAND GENERATION
[February-June]

SMART Cam

PHASE 3

DEMAND GENERATION
[February-June]

SUMMER:Smart CSR

PHASE 3

DEMAND GENERATION
[February-June]

ACTIVATION: BGC

PHASE 3

DEMAND GENERATION
[February-June]

ACTIVATION: BGC

PHASE 3

DEMAND GENERATION
[February-June]

ACTIVATION: BGC

PHASE 3

DEMAND GENERATION
[February-June]

ACTIVATION: BGC
6 Universities
5 teams of 3
How do you keep going?

PHASE 3

DEMAND GENERATION
[February-June]

PHASE 3

DEMAND GENERATION
[February-June]

PHASE 3

DEMAND GENERATION
[February-June]

ACTIVATION: BGC

PHASE 3

DEMAND GENERATION
[February-June]

ACTIVATION: BGC

PHASE 3

DEMAND GENERATION
[February-June]

ACTIVATION: BGC

PHASE 3

DEMAND GENERATION
[February-June]

ACTIVATION: BGC

PHASE 3

DEMAND GENERATION
[February-June]

ACTIVATION: BGC

PHASE 3

DEMAND GENERATION
[February-June]

ACTIVATION: BGC

PHASE 3

DEMAND GENERATION
[February-June]

ACTIVATION: BGC

WINNER
GETS...
PHASE 3

DEMAND GENERATION
[February-June]

ACTIVATION: BGC

PHASE 3

MARKET PENETRATION = MIND PENETRATION

We have to be able to translate our brand promise into
the language that they can understand so that the next
time they feel the need to buy a drink, they wont even
think twice.

n
o
i
s
u
Concl

Thank you!
Keep G ing