Individual10 ste pmarketing planc2

Michelle CabunilasJune 2011

10 STEP Marketing Plan forC2 Green Tea

http://cabunilasmichelle.blogspot.com

Disclaimer

This 10 Step Marketing plan is part of the mandatory requirements of Prof. Remigio Joseph de Ungria’s AGSB Marketing Management class.

The date included in this repot are based on publiclyAvailable data such as those on internet websites,

news, package declarations, public reports.When appropriate, data are “masked” so as not to

create unexpected conflicts.The reports are posted and linked on slideshare, blogs

and facebook so that there is easier sharing among students from different marketing classes.

2http://cabunilasmichelle.blogspot.com

Step 1 – 5

EveryBODY! Every Reason!!

1. C2 Green Tea caters to Filipinos who are health and wellness conscious.

2. Considered as a healthy, nutritious and refreshing drink for every-BODY!

3. C2 as the leading brand in the market.4. C2 as the prime in the healthier option

drink.5. Segment market has 1.97B and 10%

are C2 drinkers.http://cabunilasmichelle.blogspot.com

6. Refreshing C2 drinks that has different flavors with antioxidants good for the BODY!

7. Other companies try to replicate C2.8. C2 everywhere- TV, Promos, Internet,

Events and Social Networks.9. C2 offers a competitive price among its

competitors.10. C2 situated itself as a brand providing a

refreshing and healthy drink for health conscious individuals.


Step 6 - 10

C2’s Marketing Mix and Strategy

1. C2’s Primary Target-health conscious individuals

Demographics:

Age range: 10 – 45, middle class income earnersClients of A, B, CWorks in Multinational firms, Private

organizations and EntrepreneurFamily size of 1-4 kidsCity-based family or individuals, expats



Psychographics:Travelers, Primarily Western beliefHealth-conscious: goes to the gym and enrolled in different

classes for fitnessReaders of articles about health (man or woman’s health,

blogs or internet)Has a trendy and exciting lifestyleActivities & Interests: sports, physical fitness and shoppingAttitudes & Beliefs: environmentalist, health and security

consciousGo-getters individuals



Behavioral:

Individuals who are: independent, free spirited, has broad perspective and holistic view on their health.

Concerned about the physical appearance and aging.

Energetic and on-the-go people.Well-informed and well read about the latest

trends in fitness and health.



2. Healthy living for Every-BODY!!

Need to be healthy & fit

Develop of good self-confidenceFor a good body and mind

2. Healthy living for Every-BODY!!

NEEDS: fit, lean and healthy; satisfaction for oneself to be accepted my society-physically.

WANTS: affordable, refreshing and delicious drink who will quench the thirst of gym buff individuals and go-getters individuals.

DEMANDS: readily available drink that will meet and exceed the expectations and needs of individuals who are living in a fast-paced lifestyle.


3. Competing with the leading brand.

OTHER GREEN TEA DRINKS: One white tea, Lipton green tea, Alo green tea, Nestea real leaf and Nestea green tea.

OTHER DRINKS: Energy drinks, Flavored-water drinks, Sodas and Energy Drinks

VARIABLES: Price, packaging, taste, flavors, availability, health benefits and nutritional facts, brand






4. Number 1 option for a healthier drink.

C2 Green Tea is: Universal Robina Corporation’s line of high quality, ready-

to-drink green tea brewed from fresh natural green tea leaves of Camellia

sinensis. contains antioxidants called Catechins that are known for

their numerous health benefits like increased immunity, cholesterol reduction, and the prevention of certain cancers.

Using only natural green tea leaves. C2 is brewed and bottled on the same day to ensure that

each sip retains its healthy nutrients and flavorful goodness.


5. Competitors data



5. PSE data, C2’s share is 71%, its total market size is approximately P1.9billion

URC data:

C2’s share is P1.46billion

URC claims market share of 71%

6. Antioxidants for every- BODY!!


C2 Cool & Clean is a line of high quality green tea-based beverages that are delicately brewed from 100% natural tea leaves. C2 is healthy, refreshing and cleansing.

C2 Green Tea comes in 7 flavors namely Plain, Lemon, Apple, Peach, Orange, Forest Fruits, and Strawberry. Aside from this, a sugar-free variant has also been added for those who prefer the same green tea goodness but with lesser sugar content. C2 Sugar-free is currently available in Apple flavor only.

6. Antioxidants for every- BODY!!


C2 Cool & Clean Green Tea contains antioxidants called “Catechins” which are more potent than Vitamins C & E. These antioxidants can prevent certain cancers by boosting the immune system. It can also speed up your metabolism, lower cholesterol, reduce the risk of heart disease and even aid in weight loss!

7. Replicating the original C2 green tea.


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

7. Replicating the original C2 green tea.


C2 Cool & Clean Green Tea is delicately brewed from real, 100% natural green tea leaves of Camellia sinensis. Just like the authentic Chinese teas, C2 Cool & Clean Green Tea is naturally healthy and cleansing. Other tea brands use powdered tea extracts or artificial tea flavor.

8. Every-BODY, Every reason and Everywhere!! The C2 Life!


C2 Cool & Clean Green Tea is in every part of the globe: AUSTRALIA, NEW ZEALAND, TAIWAN, KOREA, BRUNEI, VANUATU, AMERICAN SAMOA, SOLOMON ISLANDS, NEW CALEDONIA, PAPUA NEW GUINEA, MONGOLIA, UAE, KSA, BAHRAIN, OMAN, KUWAIT, QATAR, USA, CANADA, GUAM, EUROPE, BELGIUM, CYPRUS, PALAU, VIETNAM, INDONESIA, SINGAPORE, MALAYSIA, THAILAND AND JAPAN,



C2 in the INTERNET

C2 in a TV Commercial



Malls, supermarkets, beach and booths.

9. Affordable to ever-Body!


C2 Cool & Clean Green Tea is more affordable than most softdrinks and other RTD teas.

10B Filipinos drink C2 three times a day with a size of 1.5L that costs Php4.50 per glass.10B x 3 x 4.50 x 365= Php49.3B

10. First choice as the #1 Green Tea for Every-BODY!!


With an eye towards the future, Universal Robina Corporation has been investing in product innovation, and has been serving many of the ASEAN countries for the past ten years. In April 2006, URC started manufacturing and selling C2 Green Tea in Vietnam, making URC Vietnam the first subsidiary outside the Philippines to manufacture and market C2. C2 is now one of the two market leaders in Vietnam and manufacturing is being expanded to meet strong market demand, as well as to export the product to other thirsty ASEAN nations. Your favorite C2 product is now also available in Malaysia and Indonesia, another testament to the multinational powerhouse that URC has become.


SUMMARY

Step 1 – 5

EveryBODY! Every Reason!!

1. C2 Green Tea caters to Filipinos who are health and wellness conscious.

2. Considered as a healthy, nutritious and refreshing drink for every-BODY!

3. C2 as the leading brand in the market.4. C2 as the prime in the healthier option

drink.5. Segment market has 1.97B and 10%

are C2 drinkers.http://cabunilasmichelle.blogspot.com

6. Refreshing C2 drinks that has different flavors with antioxidants good for the BODY!

7. Other companies try to replicate C2.8. C2 everywhere- TV, Promos, Internet,

Events and Social Networks.9. C2 offers a competitive price among its

competitors.10. C2 situated itself as a brand providing a

refreshing and healthy drink for health conscious individuals.


Step 6 - 10

C2’s Marketing Mix and Strategy

Michelle CabunilasJune 2011

10 STEP Marketing Plan forC2 Green Tea


Individual10 ste pmarketing planc2

Entertainment & Humor

c2s primary

clean green

c2 cool amp

healthier

refreshing

health conscious

c2s share

c2 drinkers