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C2 10 step marketing plan   lady hao C2 10 step marketing plan lady hao Presentation Transcript

  • 10 STEPMarketing Plan forC2 Lady Charmayne Hao June 2011 1
  • DisclaimerThis 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.
  • Steps 1 to 5C2 Sarap ng bukas plan1. C2 primary target market are Generation Y who wants healthy-living2. PTM needs to stay healthy in both mind and body. Where is the opportunity (gap)3. C2 positions itself as the dominant brand in the markets)
  • Steps 1 to 5C2 Sarap ng bukas plan4. C2 is the pioneer of a healthier alternative drink5. RTD tea beverage market is P70B
  • Steps 6 to 10C2 Yin and Yang of marketingmix and strategy6. Competitors scrambled to replicate C2’s success.7. Brands are in a tight competition in terms of “affordable prices” ranging from 1-6. Promo8. C2 uses TV Ads, Events and Experiences, and Interactive marketing Generic Winning Strategy of Mix
  • Steps 6 to 10C2 Yin and Yang of marketingmix and strategy9. 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.
  • 1. C2 primary target marketare the Generation Y whowants 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)
  • 2. PTM needs to stay healthy in both mind and body. Self-Actualization I am happy if I develop a healthier lifestyle Needs (Self-Development & Realization) I want to be recognized for having Esteem Needs (Recognition, Status) a healthy and fit mind and body. Social Needs (Sense of belongingness, love)I want a drink that increasesimmunity, reduces cholesterol, and prevent certain cancers Safety Needs (Security, Protection)I need a drink that has anti-oxidants and variety Physiological Needs (Food, Water, Shelter) of vitamins and minerals Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler 8
  • 2. Generation Y have certainneeds, wants, & demandsGeneration Y needs to have anti-oxidants, vitamins, and minerals to have protection against certain diseases, gain recognition for having healthy and fit mind and body, and develop a healthy lifestyleGeneration 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 approvalGeneration 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.
  • 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.
  • 3b. C2 positions itself as thedominant brand in the market as of 2011
  • as of 2011 C2 utilizes a blue ocean strategy Benefit Positioning vs. Brand Matrix C2 Green C2 Sugar C2 Nestea Diet Nestea LiptonFunctional Benefit Tea Free Envidia Green Tea Green Tea Real Leaf Green Tea Alo OneOffered in re-sealablebottlesVariety of flavorsVariety of sizesSugar FreeSlimming powerBottled the same dayincrease focusIncrease immunityCholesterol ReductionPrevention of CertaindeceasesBrewed from 100%natural tea leavesSave more
  • 4. C2 is the pioneer of ahealthier alternative drinkC2 is the only RTD green tea That goes through the unique process of capturing the purest and most natural green tea That is brewed and bottled the same day That contains “Camellia sinensis” and “Catechin” Who captures the Yin and Yang nature with its soothing and relaxing component For generation YZesto’s One tea and Nestea’s real leaf is trying to improve their marketing strategy to get the lions share of the market
  • 4. C2 positions itself asmarket leader.Brighter, Healthier tomorrowIt’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
  • 4. C2 reaches to position on aglobal perspectiveC2 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 lifestyleMade 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
  • 5a. Based on financial data ofcompetitors, RTD tea marketis P70BDecember 2009: Universal Robina Corporation leads the ready- to-drink tea category with the 71.2% market share by their C2 brand. 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
  • 5b. Based on URC data andRFM data, C2 share is 71.2%,total market size is P70B1. URC Philippine’s sales data: C2 sales is ₱50,452,959,9642. C2 has 71.2% market share.3. Then the total market size is ₱50,452,959,964 / .712 = 70,860,898,825.84 or 70 B
  • 5c. Estimate the market sizeusing customer data.From the NSO website total population for ages 15-29 is P24,196,544.00
  • 5c. Estimate the market sizeusing customer data.RTD tea consumption:  Assume that the total population of RTD tea drinkers is 24 million (from NSO statistics) consumes once a day of 500 mL which costs P17.50 per bottle 24M x 1 x 17.50 x 365 = 153,300,000,000.00 or 153B
  • 5. RTD tea beverage market isP70B1. Competitor data= Nestea 10.2%, Lipton 4.90%, zesto one 10.70%2. Company data = C2 has 71.2% market share3. 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
  • 6a. C2’s many variations.C2 Sugar-free C2 Envidia C2 LitroC2 Solo
  • 6a. Competitors scrambled toreplicate C2’s success. Direct Competitors Indirect Competitors
  • 6b. What differentiates C2from other brands? C2 is a healthy balance of relaxation and rejuvenation. Only C2 is brewed and bottled the same day. C2 reflects the dynamic lifestyle of the cyber age. C2 has a brand promise of a brighter, healthier tomorrow.
  • 6b. C2 offers 7 variety offlavors to choose from C2 Green Tea  Plain Green Tea  Lemon  Peach  Orange  Apple  Forest Fruits  Strawberry
  • 6b. C2 offers variety ofsizes to quench everythirst level C2 Sugar Free  Apple C2 Envidia  Apple, Mixed Berries, and Pine-Orange
  • 6b. C2 offers variety ofsizes to quench everythirst level C2 Green Tea  230ml  355ml  500ml  1000ml  1500ml C2 Sugar Free  355ml and 1500ml C2 Envidia  355 ml
  • 7. Price –Brands are in a tight competition interms of “affordable prices” rangingfrom 1-6.
  • 7. Price Conclusion –C2 is 25% less than Real Leaf and 20%less than OneSize/ML C2 green tea Real Leaf One 500 100% 125% 120%
  • 8a. C2 uses TV Ads, Events and Experiences, and Interactive marketing. 21 3 4
  • 8a. Reach consumers throughcontinuous TV advertising. TV Advertisements
  • 8a. C2 engage more incyberspace. Websites – C2 life
  • 8a. C2 connect through socialnetwork. Social Networking Set up a TWITTER Page!!!! Facebook
  • 8a. C2 be heard!  Promo/Events2010 Baguio Summer 2010 MYX Summer Slam
  • 8a. C2 be read! Newspapers/Magazines
  • 8a. C2 be heard! Radio  Advertise latest promos, products, and events through radio
  • 8b. Real Leaf’s challenges C2with honey and green tea forbetter concentration
  • 8b. Lipton – a world widepopular brand niched by C2
  • 8b. One challenges C2 bycoming up with newvariation of tea.
  • 9. C2 is widely available to theconsumer through UniversalRobina 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
  • 10. C2 positions itself as a lifestylebrand 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 strategy to be able to innovate and change the world’s perception on traditional green tea.
  • 10. C2 positions itself as a lifestylebrand 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 towards global expansion. Culture is taken into consideration and sensitivity to the targeted market is essential.
  • SUMMARY 42
  • Steps 1 to 5C2 Sarap ng bukas plan1. C2 primary target market are Generation Y who wants healthy-living2. PTM needs to stay healthy in both mind and body. Where is the opportunity (gap)3. C2 positions itself as the dominant brand in the markets)
  • Steps 1 to 5C2 Sarap ng bukas plan4. C2 is the pioneer of a healthier alternative drink5. RTD tea beverage market is P70B
  • Steps 6 to 10C2 Yin and Yang of marketingmix and strategy6. Competitors scrambled to replicate C2’s success.7. Brands are in a tight competition in terms of “affordable prices” ranging from 1-6. Promo8. C2 uses TV Ads, Events and Experiences, and Interactive marketing Generic Winning Strategy of Mix
  • Steps 6 to 10C2 Yin and Yang of marketingmix and strategy9. 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.
  • 10 STEPMarketing Plan forC2 Lady Charmayne Hao June 2011 47