C2 10 step marketing plan lady hao -final

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C2 10 step marketing plan lady hao -final

  1. 1. 1<br />10 STEP Marketing Plan for C2<br />Lady CharmayneHao<br />June 2011<br />
  2. 2. This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.<br />The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.<br />When appropriate, data are “masked” so as not to create unexpected conflicts.<br />The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.<br />Disclaimer<br />
  3. 3. Steps 1 to 5C2 Sarapngbukas plan<br />C2 primary target market are Generation Y who wants healthy-living<br />PTM needs to stay healthy in both mind and body. Where is the opportunity (gap)<br />C2 positions itself as the dominant brand in the markets)<br />
  4. 4. Steps 1 to 5C2 Sarapngbukas plan<br />4. C2 is the pioneer of a healthier alternative drink<br />5. RTD tea beverage market is P70B <br />
  5. 5. Competitors scrambled to replicate C2’s success. <br />Brands are in a tight competition in terms of “affordable prices” ranging from 1-6. Promo <br />C2 uses TV Ads, Events and Experiences, and Interactive marketing Generic Winning Strategy of Mix<br />Steps 6 to 10C2 Yin and Yang of marketing mix and strategy<br />
  6. 6. 9. C2 is widely available to the consumer through Universal Robina Corporation.<br />10. C2 positions itself as a lifestyle brand addressing the needs, wants, and demands of the target market.<br />Steps 6 to 10 C2 Yin and Yang of marketing mix and strategy<br />
  7. 7. 1. C2 primary target market are the Generation Y who wants healthy-living<br />Demographics (Age range: 16-28, M/F, Class BC, Single/Married)<br />Lifestyle (weight-watchers, health-conscious)<br />Behavior (1 bottle, one to three times a day, healthy balance ready to drink refreshment)<br />
  8. 8. 2. PTM needs to stay healthy in both mind and body.<br />I am happy if I develop a healthier lifestyle<br />I want to be recognized for having<br />a healthy and fit mind and body. <br />I want a drink that increases <br />immunity, reduces cholesterol,<br /> and prevent certain cancers<br />I need a drink that has<br /> anti-oxidants and variety<br /> of vitamins and minerals<br />Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler<br />8<br />
  9. 9. 2. Generation Y have certain needs, wants, & demands <br />Generation 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 lifestyle<br />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<br />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.<br />
  10. 10. 3a. C2 vs other competitors<br />Direct Competitor: Nestea, Real Leaf, Lipton, One<br />Indirect Competitor: Soft drinks, fruit juices, tea, fat burning juice drinks, anti-oxidants<br />Price, Taste, Availability, Packaging, Quality, Health benefits, Brand image, specific use, brand promise of a healthier lifestyle.<br />
  11. 11. 3b. C2 positions itself as the dominant brand in the market<br />as of 2011<br />
  12. 12. as of 2011<br />C2 utilizes a blue ocean strategy<br />Benefit Positioning vs. Brand Matrix<br />
  13. 13. 4. C2 is the pioneer of a healthier alternative drink<br />C2 is the only RTD green tea<br /><ul><li>That goes through the unique process of capturing the purest and most natural green tea
  14. 14. That is brewed and bottled the same day
  15. 15. That contains “Camellia sinensis” and “Catechin”
  16. 16. Who captures the Yin and Yang nature with its soothing and relaxing component
  17. 17. For generation Y</li></ul>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<br />
  18. 18. 4. C2 positions itself as market leader.<br />Brighter, Healthier tomorrow<br />It’s easy to stay refreshed, positive, and thankful for the best things in life when C2’s around.<br />C2 share, C2 refreshing, C2 immuniTEA, C2 sarap<br />Source: C2life / Universal Robina website<br />
  19. 19. 4. C2 reaches to position on a global perspective<br />C2 aims to give the world a beverage that best fits today’s dynamic, on-the-go and health-conscious lifestyle.<br />C2 encourages more people to embrace a healthier lifestyle<br />Made it possible for foreigners to get a taste of premium RTD green tea that’s 100% Pinoy.<br />Reflection of the cyber age<br />Source: C2 Life website<br />
  20. 20. 5a. Based on financial data of competitors, RTD tea market is P70B<br />December 2009:<br /><ul><li>Universal Robina Corporation leads the ready-to-drink tea category with the 71.2% market share by their C2 brand.
  21. 21. It is followed by Coca Cola with their Nestea brand with 10.2%</li></ul>Source: www.pse.com.ph/html/ListedCompanies/pdf/.../RFM_17A_Dec2009.pdf<br />
  22. 22. 5b. Based on URC data and RFM data, C2 share is 71.2%, total market size is P70B<br />URC Philippine’s sales data: C2 sales is ₱50,452,959,964<br />C2 has 71.2% market share. <br />Then the total market size is ₱50,452,959,964 / .712 = 70,860,898,825.84 or 70 B<br />
  23. 23. 5c. Estimate the market size using customer data.<br />From the NSO website total population for ages 15-29 is P24,196,544.00 <br />
  24. 24. 5c. Estimate the market size using customer data.<br />RTD tea consumption:<br />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<br />24M x 1x 17.50 x 365 = 153,300,000,000.00or 153B<br />
  25. 25. 5. RTD tea beverage market is P70B <br />Competitor data= Nestea 10.2%, Lipton 4.90%, zesto one 10.70%<br />Company data = C2 has 71.2% market share<br />Customer Usage data = P383 Billion<br />Source: <br />Source: www.pse.com.ph/html/ListedCompanies/pdf/.../RFM_17A_Dec2009.pdf<br />xa.yimg.com/kq/groups/58003737/.../MKTG_PAPER_FIRST+PASS.docx<br />
  26. 26. 6a. C2’s many variations.<br />C2 Sugar-free<br />C2 Envidia<br />C2 Litro<br />C2 Solo<br />
  27. 27. 6a. Competitors scrambled to replicate C2’s success.<br />Direct Competitors<br />Indirect Competitors<br />
  28. 28. 6b. What differentiates C2 from other brands?<br /><ul><li>C2 is a healthy balance of relaxation and rejuvenation.
  29. 29. Only C2 is brewed and bottled the same day.
  30. 30. C2 reflects the dynamic lifestyle of the cyber age.
  31. 31. C2 has a brand promise of a brighter, healthier tomorrow.</li></li></ul><li>6b. C2 offers 7 variety of flavors to choose from <br /><ul><li>C2 Green Tea
  32. 32. Plain Green Tea
  33. 33. Lemon
  34. 34. Peach
  35. 35. Orange
  36. 36. Apple
  37. 37. Forest Fruits
  38. 38. Strawberry</li></li></ul><li>6b. C2 offers variety of sizes to quench every thirst level<br /><ul><li>C2 Sugar Free
  39. 39. Apple 
  40. 40. C2 Envidia
  41. 41. Apple, Mixed Berries, and Pine-Orange</li></li></ul><li>6b. C2 offers variety of sizes to quench every thirst level<br /><ul><li>C2 Green Tea
  42. 42. 230ml
  43. 43. 355ml
  44. 44. 500ml
  45. 45. 1000ml
  46. 46. 1500ml
  47. 47. C2 Sugar Free
  48. 48. 355ml and 1500ml 
  49. 49. C2 Envidia
  50. 50. 355 ml</li></li></ul><li>7. Price – Brands are in a tight competition in terms of “affordable prices” ranging from 1-6.<br />
  51. 51. 7. Price Conclusion – C2 is 25% less than Real Leaf and 20% less than One<br />
  52. 52. 8a. C2 uses TV Ads, Events and Experiences, and Interactive marketing.<br />2<br />1<br />3<br />4<br />
  53. 53. 8a. Reach consumers through continuous TV advertising. <br />TV Advertisements<br />
  54. 54. 8a. C2 engage more in cyberspace.<br />Websites – C2 life<br />
  55. 55. 8a. C2 connect through social network.<br />Social Networking<br />Set up a TWITTER Page!!!!<br />Facebook<br />
  56. 56. 8a. C2 be heard!<br />Promo/Events<br />2010 Baguio Summer<br />2010 MYX Summer Slam<br />
  57. 57. 8a. C2 be read!<br />Newspapers/Magazines<br />
  58. 58. 8a. C2 be heard!<br />Radio<br />Advertise latest promos, products, and events through radio<br />
  59. 59. 8b. Real Leaf’s challenges C2 with honey and green tea for better concentration<br />
  60. 60. 8b. Lipton – a world wide popular brand niched by C2 <br />
  61. 61. 8b. One challenges C2 by coming up with new variation of tea.<br />
  62. 62. 9. C2 is widely available to the consumer through Universal Robina Corporation.<br />Supermarket, sari-sari stores, convenience stores, canteen, market stalls.<br />Offered in 32 countries with limited edition flavors per country<br />Nationwide and International<br />Pick up by customers<br />Cash and credit transactions<br />
  63. 63. 10. C2 positions itself as a lifestyle brand addressing the needs, wants, and demands of the target market.<br />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.<br />
  64. 64. 10. C2 positions itself as a lifestyle brand addressing the needs, wants, and demands of the target market.<br />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.<br />
  65. 65. 42<br />SUMMARY<br />
  66. 66. Steps 1 to 5C2 Sarapngbukas plan<br />C2 primary target market are Generation Y who wants healthy-living<br />PTM needs to stay healthy in both mind and body. Where is the opportunity (gap)<br />C2 positions itself as the dominant brand in the markets)<br />
  67. 67. Steps 1 to 5C2 Sarapngbukas plan<br />4. C2 is the pioneer of a healthier alternative drink<br />5. RTD tea beverage market is P70B <br />
  68. 68. Competitors scrambled to replicate C2’s success. <br />Brands are in a tight competition in terms of “affordable prices” ranging from 1-6. Promo <br />C2 uses TV Ads, Events and Experiences, and Interactive marketing Generic Winning Strategy of Mix<br />Steps 6 to 10C2 Yin and Yang of marketing mix and strategy<br />
  69. 69. 9. C2 is widely available to the consumer through Universal Robina Corporation.<br />10. C2 positions itself as a lifestyle brand addressing the needs, wants, and demands of the target market.<br />Steps 6 to 10 C2 Yin and Yang of marketing mix and strategy<br />
  70. 70. 47<br />10 STEP Marketing Plan for C2<br />Lady CharmayneHao<br />June 2011<br />

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