C2 10 step marketing plan lady hao

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  • 1. 1
    10 STEP Marketing Plan for C2
    Lady CharmayneHao
    June 2011
  • 2. This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.
    The data included in this report are based on publicly available 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.
    Disclaimer
  • 3. Steps 1 to 5C2 Sarapngbukas plan
    C2 primary target market are Generation Y who wants healthy-living
    PTM needs to stay healthy in both mind and body. Where is the opportunity (gap)
    C2 positions itself as the dominant brand in the markets)
  • 4. Steps 1 to 5C2 Sarapngbukas plan
    4. C2 is the pioneer of a healthier alternative drink
    5. RTD tea beverage market is P70B
  • 5. Competitors scrambled to replicate C2’s success.
    Brands are in a tight competition in terms of “affordable prices” ranging from 1-6. Promo
    C2 uses TV Ads, Events and Experiences, and Interactive marketing Generic Winning Strategy of Mix
    Steps 6 to 10C2 Yin and Yang of marketing mix and strategy
  • 6. 9. C2 is widely available to the consumer through Universal Robina Corporation.
    10. C2 positions itself as a lifestyle brand addressing the needs, wants, and demands of the target market.
    Steps 6 to 10 C2 Yin and Yang of marketing mix and strategy
  • 7. 1. C2 primary target market are the Generation Y who wants healthy-living
    Demographics (Age range: 16-28, M/F, Class BC, Single/Married)
    Lifestyle (weight-watchers, health-conscious)
    Behavior (1 bottle, one to three times a day, healthy balance ready to drink refreshment)
  • 8. 2. PTM needs to stay healthy in both mind and body.
    I am happy if I develop a healthier lifestyle
    I want to be recognized for having
    a healthy and fit mind and body.
    I want a drink that increases
    immunity, reduces cholesterol,
    and prevent certain cancers
    I need a drink that has
    anti-oxidants and variety
    of vitamins and minerals
    Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
    8
  • 9. 2. Generation Y have certain needs, wants, & demands
    Generation Y needs to have anti-oxidants, vitamins, and minerals to have protection against certain deceases, gain recognition for having healthy and fit mind and body, and develop a healthy lifestyle
    Generation Y prefer C2 green tea over tea drinks in the market because of Taste, Ingredients, Packaging, Price, Brand Image, Variety, Quality, Brand Promise of a healthier lifestyle, BFAD approval
    Generation Y demands natural ingredients, refreshment, lowers cholesterol, fight aging, to slim down, have a sexy and fit body, and live strong, long, and well for a healthy tomorrow.
  • 10. 3a. C2 vs other competitors
    Direct Competitor: Nestea, Real Leaf, Lipton, One
    Indirect Competitor: Soft drinks, fruit juices, tea, fat burning juice drinks, anti-oxidants
    Price, Taste, Availability, Packaging, Quality, Health benefits, Brand image, specific use, brand promise of a healthier lifestyle.
  • 11. 3b. C2 positions itself as the dominant brand in the market
    as of 2011
  • 12. as of 2011
    C2 utilizes a blue ocean strategy
    Benefit Positioning vs. Brand Matrix
  • 13. 4. C2 is the pioneer of a healthier alternative drink
    C2 is the only RTD green tea
    • That goes through the unique process of capturing the purest and most natural green tea
    • 14. That is brewed and bottled the same day
    • 15. That contains “Camellia sinensis” and “Catechin”
    • 16. Who captures the Yin and Yang nature with its soothing and relaxing component
    • 17. For generation Y
    Zesto’s One tea and Nestea’s real leaf is trying to improve their marketing strategy to get the lion's share of the market
  • 18. 4. C2 positions itself as market leader.
    Brighter, Healthier tomorrow
    It’s easy to stay refreshed, positive, and thankful for the best things in life when C2’s around.
    C2 share, C2 refreshing, C2 immuniTEA, C2 sarap
    Source: C2life / Universal Robina website
  • 19. 4. C2 reaches to position on a global perspective
    C2 aims to give the world a beverage that best fits today’s dynamic, on-the-go and health-conscious lifestyle.
    C2 encourages more people to embrace a healthier lifestyle
    Made it possible for foreigners to get a taste of premium RTD green tea that’s 100% Pinoy.
    Reflection of the cyber age
    Source: C2 Life website
  • 20. 5a. Based on financial data of competitors, RTD tea market is P70B
    December 2009:
    • Universal RobinaCorporation leads the ready-to-drink tea category with the 71.2% market share by their C2 brand.
    • 21. It is followed by Coca Cola with their Nestea brand with 10.2%
    Source: www.pse.com.ph/html/ListedCompanies/pdf/.../RFM_17A_Dec2009.pdf
  • 22. 5b. Based on URC data and RFM data, C2 share is 71.2%, total market size is P70B
    URC Philippine’s sales data: C2 sales is ₱50,452,959,964
    C2 has 71.2% market share.
    Then the total market size is ₱50,452,959,964 / .712 = 70,860,898,825.84 or 70 B
  • 23. 5c. Estimate the market size using customer data.
    RTD tea consumption:
    Assume that the total population of RTD tea drinkers is 20 billion consumes thrice a day of 500 mL which costs P17.50 per bottle
    20B x 3 x 17.50 x 365 = 383,250,000,000,000.00
  • 24. 5. RTD tea beverage market is P70B
    Competitor data= Nestea 10.2%, Lipton 4.90%, zesto one 10.70%
    Company data = C2 has 71.2% market share
    Customer Usage data = P383 Billion
    Source:
    Source: www.pse.com.ph/html/ListedCompanies/pdf/.../RFM_17A_Dec2009.pdf
    xa.yimg.com/kq/groups/58003737/.../MKTG_PAPER_FIRST+PASS.docx
  • 25. 6a. C2’s many variations.
    C2 Sugar-free
    C2 Envidia
    C2 Litro
    C2 Solo
  • 26. 6a. Competitors scrambled to replicate C2’s success.
    Direct Competitors
    Indirect Competitors
  • 27. 6b. What differentiates C2 from other brands?
    • C2 is a healthy balance of relaxation and rejuvenation.
    • 28. Only C2 is brewed and bottled the same day.
    • 29. C2 reflects the dynamic lifestyle of the cyber age.
    • 30. C2 has a brand promise of a brighter, healthier tomorrow.
  • 6b. C2 offers 7 variety of flavors to choose from
  • 6b. C2 offers variety of sizes to quench every thirst level
    • C2 Sugar Free
    • 38. Apple 
    • 39. C2 Envidia
    • 40. Apple, Mixed Berries, and Pine-Orange
  • 6b. C2 offers variety of sizes to quench every thirst level
  • 7. Price – Brands are in a tight competition in terms of “affordable prices” ranging from 1-6.
  • 50. 7. Price Conclusion – C2 is 25% less than Real Leaf and 20% less than One
  • 51. 8a. C2 uses TV Ads, Events and Experiences, and Interactive marketing.
    2
    1
    3
    4
  • 52. 8a. Reach consumers through continuous TV advertising.
    TV Advertisements
  • 53. 8a. C2 engage more in cyberspace.
    Websites – C2 life
  • 54. 8a. C2 connect through social network.
    Social Networking
    Set up a TWITTER Page!!!!
    Facebook
  • 55. 8a. C2 be heard!
    Promo/Events
    2010 Baguio Summer
    2010 MYX Summer Slam
  • 56. 8a. C2 be read!
    Newspapers/Magazines
  • 57. 8a. C2 be heard!
    Radio
    Advertise latest promos, products, and events through radio
  • 58. 8b. Real Leaf’s challenges C2 with honey and green tea for better concentration
  • 59. 8b. Lipton – a world wide popular brand niched by C2
  • 60. 8b. One challenges C2 by coming up with new variation of tea.
  • 61. 9. C2 is widely available to the consumer through Universal Robina Corporation.
    Supermarket, sari-sari stores, convenience stores, canteen, market stalls.
    Offered in 32 countries with limited edition flavors per country
    Nationwide and International
    Pick up by customers
    Cash and credit transactions
  • 62. 10. C2 positions itself as a lifestyle brand addressing the needs, wants, and demands of the target market.
    C2 positions itself as a lifestyle brand that differentiates it from competitors addressing the specific needs, wants, and demands of the consumers. The brand used a blue ocean strategy or niche to be able to innovate and change the world’s perception on traditional green tea.
  • 63. 10. C2 positions itself as a lifestyle brand addressing the needs, wants, and demands of the target market.
    C2, created by Universal Robina Corporation, implements an effective marketing strategy by segmenting, targeting, and positioning itself upon global expansion. Culture is taken into consideration and sensitivity to the targeted market is essential.
  • 64. 41
    SUMMARY
  • 65. Steps 1 to 5C2 Sarapngbukas plan
    C2 primary target market are Generation Y who wants healthy-living
    PTM needs to stay healthy in both mind and body. Where is the opportunity (gap)
    C2 positions itself as the dominant brand in the markets)
  • 66. Steps 1 to 5C2 Sarapngbukas plan
    4. C2 is the pioneer of a healthier alternative drink
    5. RTD tea beverage market is P70B
  • 67. Competitors scrambled to replicate C2’s success.
    Brands are in a tight competition in terms of “affordable prices” ranging from 1-6. Promo
    C2 uses TV Ads, Events and Experiences, and Interactive marketing Generic Winning Strategy of Mix
    Steps 6 to 10C2 Yin and Yang of marketing mix and strategy
  • 68. 9. C2 is widely available to the consumer through Universal Robina Corporation.
    10. C2 positions itself as a lifestyle brand addressing the needs, wants, and demands of the target market.
    Steps 6 to 10 C2 Yin and Yang of marketing mix and strategy
  • 69. 46
    10 STEP Marketing Plan for C2
    Lady CharmayneHao
    June 2011