C2 10 Step Marketing Plan

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Updated Marketing Plan for C2

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C2 10 Step Marketing Plan

  1. 1. 10 STEPMarketing Plan for C2 Green Tea Cecil Alona October 29,2010 1
  2. 2. 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 P1.97 Billion and 10% of it or P 197 Million is C2.
  3. 3. 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 Blue Ocean Strategy
  4. 4. Positioning to thePrimary Target Market Part 1: Steps 1 to 5 4
  5. 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)
  6. 6. Maslow’s Hierrachy ofNeeds
  7. 7. 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
  8. 8. 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
  9. 9. C2 is a market leaderNiche Marketing
  10. 10. C2’s positioning is shown in thiscompetitive map
  11. 11. 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
  12. 12. 5a. Based on competitor data,Nestea(Real Leaf) & Zesto(One) with atotal share of 26% 494million
  13. 13. 5b. Based on PSE file, C2’s share is71%, its total market size isapproximately P1.9billion• URC data: C2’s share is P1.46billion• URC claims market share of 71%• Total toothpaste market is P1.46 billion .71 = P2.1billion
  14. 14. 5c. C2 Consumption with a total market size of P98.5billionAssume that 20billion Filipinos drink C2thrice a day(after meal) using their newest“tipid” pack size which is 1.5L which costsP4.50 per glassEquation:20 M X 3 X 4.50 X 365 =P98.5billion
  15. 15. 5. Concluded that beveragemarket is P34b1. Company data= P494 M3. Industry data = P 2.1 B5. Usage data = P 98.5 B
  16. 16. The Marketing Mix Strategy Part 2: Steps 6 to 10 16
  17. 17. 6a. Beverage category isdominated by 3 major brandsC2
  18. 18. 6a. Ice cream category isdominated by 3 major brandsRealLeaf One
  19. 19. 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)
  20. 20. 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
  21. 21. 6b. Product Description It comes in 5 pack sizes: 230ml, 355ml, 500ml, 1000ml, and 1500ml
  22. 22. 7. Price - C2 is at par the same to its competitors* *prices from 10Q Convenience Store
  23. 23. 8a. Promo TV Commercial are aired mostly in ABS CBN, GMA, QTv, Studio 23
  24. 24. 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
  25. 25. 8a. Promo C2 uses one calming and relaxing commercial Uses ” Health Benefit” strategy
  26. 26. 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
  27. 27. 9.C2 ice cream 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
  28. 28. 10. C2 is a market leader by Niche MarketingC2 is a strong brand because it is createdby one of the top companies in thePhilippines which isUniversal Robina Corporation. They havedominated the market for several yearsbecause it is made from 100% naturalgreen tee which is brewed on the sameday.
  29. 29. Also C2 is the first to offer the 1 liter packsize and as well as C2 solo which is in 230ml. Their Promotion is excellent because ituses a new lifestyle philosophy which helpstheir consumer optimize their wellbeing, ithelps promote the healthy balance of thethree elements of being which is body,mind and soul.
  30. 30. SUMMARY 30
  31. 31. 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 savings
  32. 32. 5. The market is P1.97 Billion and 10% of itor P 197 Million is C2.6. C2 tea drink contains antioxidants thatcomes in variety of flavours7. Price is the same as its competitor8. Music videos, commercials, and booths9. Distributed globally across 32 countries10. Uses a Blue Ocean Strategy
  33. 33. 10 STEPMarketing Plan for C2 Cecil Alona Ocotber 29, 2010 33

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