Schweppes Antiox - Launch Business Case

SCHWEPPES ANTIOX
Launch of a new product Market: Italy
Alfonso Gadea www.alfonsogadea.es

REASON WHY
Schweppes Brand Strategy • Tonic water captures an adult consumer and builds high loyalty. • Orange and lemonade broadens the consumer base. • Product Development: Brand expand via launches of "straight drinking" flavours.

www.alfonsogadea.es

SCHWEPPES ANTIOX

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REASON WHY
Brandsituation
“Tradition & Leisure”
Litres per capita
200 Reg Cola Schweppes light 150 Schweppes

100

Customer retention

50

0 age 8

12

16

20

24

28

32

36

40

44

48

52

35-50 Source: Canadean

• Younger image • Balances lifestyle
SCHWEPPES ANTIOX 3

www.alfonsogadea.es

REASON WHY
Brand opportunity: • Mantains its attraction and acceptance: lineextension. Innovation meets a social trend: • Every day people want to look, feel and even be younger. • Cellular damage, pathway for aging • Free radicals can damage important cellular components. • Antioxidants can safely interact with free radicals. • The principle micronutrient (vitamin) antioxidants are vitamin E, beta-carotene, and vitamin C.

www.alfonsogadea.es

SCHWEPPES ANTIOX

4REASON WHY
The Opportunity 24%
14.4 MM 45.9 MM Rest 35-50
POPULATION ITALY 60.3 MM

55%
concerned healthy lifestyle/young image

20% chooses

15% open to

Schweppes Penetration

Schweppes light

20% Other categories

45%
Sources: Eurostat, TNS www.alfonsogadea.es SCHWEPPES ANTIOX

Juices RTD tea

Water Flavoured water Functional drinks
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THE PRODUCT
Schweppes AntioxEmotional territory ANTIOX

Attractive & Modern packaging

Sophisticated

“Straight drinking”

www.alfonsogadea.es

SCHWEPPES ANTIOX

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THE PRODUCT
Target “I am always very busy. With a demanding job I only have time for a quick brunch. I like going out with friends after work. And then a little reading trying to prepare something light and natural for dinner. I’d like to beyounger. I often wish I could STOP TIME. I only find solace in the gym or at the spa. Oh, and when I have my Schweppes Antiox”. Schweppes Antiox. Stop time.
(Positioning statement)
www.alfonsogadea.es SCHWEPPES ANTIOX 7

THE PRODUCT
Target • 35-50 years old. “I am always very busy. With a demanding job I only • Mainly women and modern men. have time for a quick brunch. I like going out withfriends • Busy people then a little social activity. after work. And with plenty of reading trying to prepare • Body and mental natural something light and wellness.for dinner. I’d like to be • Reserve mixers for I could STOP TIME. I only find younger. I often wish when they go out. • What to gym or at the spa. Oh, and solace in thechoose as a “straight drink”. when I have my • Feel guilty.Schweppes Antiox”. Schweppes Antiox. Stop time.
(Positioning statement)
www.alfonsogadea.es SCHWEPPES ANTIOX 8

THE PRODUCT
Role in the portfolio
Schweppes:
- Complementary. - Brand Rejuvenation.

Champomy (children) Orangina (18-35)
- Substitute when older. - As healthy but +refreshing.

ANTIOX 60% additional volume. 30% cannibalism Schweppes 10% “ rest.

Oasis (joy & fun)
- SophisticatePremium price greater profit.

Energade (reenergizes, +volume)
- Vs aging, fast food.
www.alfonsogadea.es SCHWEPPES ANTIOX 9

THE BOTTLER
Portfolio issues
adult

SCHWEPPES

ANTIOX ENERGADE ORANGINA

fun

OASIS

care

CHAMPOMY
child

www.alfonsogadea.es

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LAUNCH PLAN
Where & What
Channels: - Home: Ideal to drink at home at a relaxing moment.Supermarkets and Groceries. - On Premise: Ideal to drink with friends or colleague after work. Coffee-shops, modern & fashionable bars. - Niche: At those moments in which you are thinking about your wellness. Gyms, SPA/wellness centers, healthfood stores. Formats: - 25cl bottle aluminum. - 25cl can. - Multi-pack 6 can. - On-the-go plastic 33cl bottle (to be tested). Flavours: Blackcurrant,...