C2 10 Step Marketing for Marketing Management

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10 STEPMarketing Plan for C2 Green Tea

Cecil AlonaOctober 29,2010

5 Steps for Part 1 (PTM and Positioning)

1. C2’s Primary Target Market are those “health conscious” people.

2. Feeling of freshness and a sense of calmness3. Competitors are Real Leaf, Alo, Lipton, and

One4. Gap is on the one of a kind taste and savings5. The market is 70B and 71% of it or P50B is

C2.

5 Steps for Part 2(Marketing Mix & Strategy)

6. C2 tea drink contains antioxidants that comes in variety of flavours7. Price is the same as its competitor8. Music videos, commercials, and booths9. Distributed globally across 28 countries10. Uses a Niche Marketing

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Positioning to the Primary Target Market

Part 1:Steps 1 to 5

1. C2’s primary target (PTM) are health conscious market

Primary Target Market is Demographics ( 10-45, M/F, social

class ABCD, single/married) Lifestyle ( people on the go and on

a diet, health conscious, diabetic, athletes and etc)

Behavior (It is in 230ml, 355ml, 500ml, 1000ml, and 1500ml,daily,3-4x a day, an anti-oxidant)

Maslow’s Hierrachy of Needs

2. My PTM’s NWE My Primary Target Markets Needs, Wants,

Demands Health buffs needs to be secure and

protected and as well as to boost their self esteem

Health buffs prefer C2 rather than any tea drink because of its refreshing taste (sweetness + sour), price, flavor, packaging, fits all budget, health benefits.

People expect to quench their thirst & good anti-oxidant

3a. C2 has identified several competitors

Direct : Lipton, Real Leaf, Alo, One Indirect: Water, Soda’s, Shake,

Coffee and Liquor Variables : Price, packaging, taste,

flavors, availability, health benefits and nutritional facts, brand

C2 is a market leader by Niche Marketing

C2’s positioning is shown in this competitive map

4. C2 positions strongly using Niche Marketing

It comes in a variety of flavours

Available in 5 pack sizes Brewed in the same day Uses 100% natural green tea Health Benefits Sugar Free drinks

5a. Based on competitor data, Nestea(Real Leaf) & Zesto(One) with a total share of 26% 494 Million

5b. Based on PSE file, C2’s share is 71%, its total market size is approximately P70billion

• Total Market Size P70B• URC claims market share of

71%• Total ready to drink market is

70B X .71 = 50B

5c. C2 Consumption with a total market size of P98.5billion

Assume that 20billion Filipinos drink C2 thrice a day (after meal) using their newest “tipid” pack size which is 1.5L which costs P4.50 per glass

Equation:20 M X 3 X 4.50 X 365 =P98.5billion

5. Concluded that beverage market is P70 Billion

1. Company data= P494 M

2. Industry data = P 50 B

3. Usage data = P 98.5 B

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The Marketing Mix Strategy

Part 2:Steps 6 to 10

6a. Beverage category is dominated by 3 major brands

C2

6a. Ice cream category is dominated by 3 major brands

Real Leaf

One

6b. Product Description

C2 is a refreshing tea drink There are several flavours like C2 Green Tea Plain (also available in

Sugar Free) C2 Green Tea Apple (also available in

Sugar Free) C2 Green Tea Lemon (also available in

Sugar Free)

6b. Product Description C2 Green Tea Peach C2 Green Tea Strawberry C2 Green Tea Kiwi C2 Green Tea Lychee C2 Green Tea Forest Fruits (blends of

raspberry, blueberry and lemon) C2 Green Tea Orange C2 Black Tea Lemon

6b. Product Description

It comes in 5 pack sizes: 230ml, 355ml, 500ml, 1000ml, and 1500ml

7. Price - C2 is at par the same to its competitors

*

*prices from 10Q Convenience Store

8a. Promo

TV Commercial are aired mostly in ABS CBN, GMA, QTv, Studio 23

8a. Promo

Sponsoring events like National Compac Sporting Championship

Website “ The C2 Life” Free taste in supermarkets like

SNR and SM hypermarket Photo sharing during summer Facebook account

8a. Promo

C2 uses one calming and relaxing commercial

Uses ” Health Benefit” strategy

8b. Competitor promo: Real Leaf & One

For One Tea they have nationwide tours. And for Real Leaf they have “Spot a Real Leaf, Win a Nano”, & Facebook- Word Master Challenge”

http://www.zesto.com.ph/zestowp/http://www.facebook.com/realleaf?v=app_6009294086

9.C2 is distributed locally but also internationally

Supermarkets, Convenience Stores, Sari Sari Stores & Groceries

Offered in 32 countries and also offer limited edition tea drink as per country

10. C2 is a market leader by Niche Marketing

C2 is a strong brand because it is created by one of the top companies in the Philippines which is Universal Robina Corporation. They have dominated the market for several years because it is made from 100% natural green tee which is brewed on the same day.

Also C2 is the first to offer the 1 liter pack size and as well as C2 solo which is in 230 ml. Their Promotion is excellent because it uses a new lifestyle philosophy which helps their consumer optimize their wellbeing, it helps promote the healthy balance of the three elements of being which is body, mind and soul.

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SUMMARY

1. C2’s Primary Target Market are those “health conscious” people.

2. Feeling of freshness and a sense of calmness

3. Competitors are Real Leaf, Alo, Lipton, and One

4. Gap is on the one of a kind taste and savings

5. The market is 70 B and 71% of it or P50B is C2.6. C2 tea drink contains antioxidants that comes in variety of flavours7. Price is the same as its competitor8. Music videos, commercials, and booths9. Distributed globally across 32 countries10. Uses a Niche Marketing

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10 STEPMarketing Plan for C2

Cecil AlonaOcotber 29, 2010