Nestea Iced Tea, Marketing Strategy

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This is a marketing strategy for Nestea Iced Tea, focusing mainly o brand activations.

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Nestea Iced Tea, Marketing Strategy

  1. 1. AGONCILLO CAMUS JUAN MARCAIDA MURAYAMA ONG Friday, October 12, 12
  2. 2. 2 OVERVIEW brand insight target market consumer insight problem objectives big idea executions Friday, October 12, 12
  3. 3. 3 METHODOLOGY 20 consumer interviews 10 sari-sari stores 6 groceries 5 convenience stores 1 FGD 1 day-in-a-life interview w/sales team Friday, October 12, 12
  4. 4. NESTEA BACKGROUND MARKETSITUATION Premium powdered refreshment beverages Traditionally advertises to teens and moms Friday, October 12, 12
  5. 5. SOURCE OF INCOME MARKETSITUATION Direct Channels: Supermarkets, Sari-Sari Stores Restaurants, carinderias (bottomless promos) Friday, October 12, 12
  6. 6. Powdered beverages – juices and teas Nestea’s flavor variants to avoid “flavor fatigue” Market leader but sales dropped last year CATEGORY MARKETSITUATION Friday, October 12, 12
  7. 7. KEY OBJECTIVES MARKETSITUATION Become the #1 noncarbonated beverage in the market Friday, October 12, 12
  8. 8. COMPETITIVE SPACE DIRECT COMPETITION: Powdered Teas and Juices Friday, October 12, 12
  9. 9. COMPETITIVE SPACE DIRECT COMPETITION: Powdered Teas and Juices Friday, October 12, 12
  10. 10. INDIRECT COMPETITION: Bottled Iced Teas COMPETITIVE SPACE Friday, October 12, 12
  11. 11. ON-PREMISE: In restaurants, institutional (5-10% of Nestea’s sales) PLAYING FIELDS OFF-PREMISE: In-home (most of their sales) Friday, October 12, 12
  12. 12. NESTEA CATEGORY TRENDS Nestea Plunge (Tumbler) Moms and Teens Bottled Ready-Made Teas Limited to flavours/ variants of powdered beverage Friday, October 12, 12
  13. 13. Nestea powdered -- in-home consumption; Bottled teas -- Out of home consumption A big market in restaurants and establishments -- bottomless iced tea NESTEA CATEGORY TRENDSFriday, October 12, 12
  14. 14. Other competitive brands that have rolled out their Iced Tea variants: Magnolia Health Drink CarbTrim Tang Iced Tea 8OC Iced Tea Lipton’s -- tea bag & bottled C2 and other bottled teas Expansion of flavors beyond traditional Lemon/Calamansi -- Four Seasons, Lychee, Strawberry, Peach, Green tea, Red Tea, etc. Friday, October 12, 12
  15. 15. BRAND In their struggle to fight off Coke and other competitors, Nestea has forgotten about reinforcing brand benefit and differentiation - their message of 30 years, refreshment. INSIGHTFriday, October 12, 12
  16. 16. BRAND-IN-MIND Flavor, Bottomless, Plunge! Successful, Popular Pool/Beach Party Masarap kasama, kilala ng lahat, cool guy to hang out, made every moment feel special “Nestea is the friend na lagi lang nandun.” Friday, October 12, 12
  17. 17. BRAND-IN-HAND Supermarkets (General Trade), Convenience stores, Sari-sari Stores Feature of taller, slimmer packing Friday, October 12, 12
  18. 18. BRAND-IN-HAND Retail environment (aisles) Friday, October 12, 12
  19. 19. BRAND-IN-HANDFriday, October 12, 12
  20. 20. CONSUMER INFORMATION YUPPIES MOMS Friday, October 12, 12
  21. 21. TEENS CONSUMER INFORMATIONFriday, October 12, 12
  22. 22. When do they buy? Every weekend or every 2 weeks Php 1, 500 – 2, 000 per week Baon, snacks, other ingredients, food and toiletries, milk and juice When eating out CONSUMER INFORMATIONFriday, October 12, 12
  23. 23. When do they drink? Not big for baon → not baonable Special occasions, when there are guests over Refresher When eating out, with the option to go bottomless CONSUMER INFORMATIONFriday, October 12, 12
  24. 24. CHOSEN TARGET Friday, October 12, 12
  25. 25. Ana Friday, October 12, 12
  26. 26. Ana Young Adult (16-20 yo) High School-College Broad C Dependent on Parents{ } Friday, October 12, 12
  27. 27. Ana Young Adult (16-20 yo) High School-College Broad C Dependent on Parents{ } busier than she’s ever been Friday, October 12, 12
  28. 28. Ana Young Adult (16-20 yo) High School-College Broad C Dependent on Parents{ } busier than she’s ever been enjoys school and being with her friends Friday, October 12, 12
  29. 29. Ana Young Adult (16-20 yo) High School-College Broad C Dependent on Parents{ } busier than she’s ever been enjoys school and being with her friends counts down the days until her break Friday, October 12, 12
  30. 30. Ana Friday, October 12, 12
  31. 31. pressured to meet deadlinesAna Friday, October 12, 12
  32. 32. pressured to meet deadlines tends to procrastinate Ana Friday, October 12, 12
  33. 33. pressured to meet deadlines tends to procrastinate more stressed than she ought to when it’s crunch time Ana Friday, October 12, 12
  34. 34. pressured to meet deadlines tends to procrastinate more stressed than she ought to when it’s crunch time Snacking is one other way for her to relax Ana Friday, October 12, 12
  35. 35. pressured to meet deadlines tends to procrastinate more stressed than she ought to when it’s crunch time Snacking is one other way for her to relax she assumes that mom will prepare the usual Ana Friday, October 12, 12
  36. 36. Ana Friday, October 12, 12
  37. 37. consumes Nestea at home (merienda and mealtimes) Ana Friday, October 12, 12
  38. 38. consumes Nestea at home (merienda and mealtimes) at the caf, she’ll probably get ready-to-drink Ana Friday, October 12, 12
  39. 39. consumes Nestea at home (merienda and mealtimes) at the caf, she’ll probably get ready-to-drink Nestea is top-of-mind for iced tea Ana Friday, October 12, 12
  40. 40. consumes Nestea at home (merienda and mealtimes) at the caf, she’ll probably get ready-to-drink Nestea is top-of-mind for iced tea but not in the beverage category Ana Friday, October 12, 12
  41. 41. “I take everyday things for granted because in the back of my mind, I know they’ll always be there.” INSIGHT Friday, October 12, 12
  42. 42. How can Nestea, a mature brand, stay relevant to a market that has grown up with and gotten used to it? PROBLEM Friday, October 12, 12
  43. 43. To create an activation campaign that: OBJECTIVES Friday, October 12, 12
  44. 44. To create an activation campaign that: OBJECTIVES 1) REFRESHES THE NESTEA BRAND IMAGE Friday, October 12, 12
  45. 45. To create an activation campaign that: OBJECTIVES 2) Revives interest and maintains relevance among the target market 1) REFRESHES THE NESTEA BRAND IMAGE Friday, October 12, 12
  46. 46. BRAND ACTIVATION Big Idea: REWIND REFRESH&Celebrate the 30th year Nestea in the Philippines Revive the brand’s positioning “taste of refreshment” Friday, October 12, 12
  47. 47. Live show: Flash mob – Evolution of dance Celebration of the 30th year of Nestea in the Philippines Friday, October 12, 12
  48. 48. Event Marketing: Campus Refresh Takeover (Before Summer Break) 1 Get a stand at a high traffic area inside the campus 2 Give away Nestea products and tumblers to challenge winners 3 Go around the campus to invite different groups/ barkadas to go to the booth and join the challenge. Challenge: Dance to a random song in the playlist while holding the Nestea tumbler Playlist will compose of different classic, dance craze music video Friday, October 12, 12
  49. 49. 34 Friday, October 12, 12
  50. 50. Event Marketing: Campus Refresh Takeover (Before Summer Break) Macarena Asereje Shake shake Soulja boy Single ladies Do the hustle Bye bye bye Stop Hey yeah After every dance challenge, participants will be given Nestea Freebies + Snow cone + Iced candy + Slurpee Nestea products that are sold in the booth will be for free (if they dance) Videos of the dances will be posted on Facebook The video that generates the most number of likes will win a barkada trip to Palawan/Boracay Friday, October 12, 12
  51. 51. Invented Media: (Summer Time) Market-Market doorway with an air curtain that spritz out mist that says “Have a step into refreshment ” Every 30th person will experience a group of Nestea people that will rush to the him to fan him, give him a cold Nestea drink, wipe his sweat on the forehead. A hidden camera will document the whole activation to be showed in Facebook. Friday, October 12, 12
  52. 52. 37 Friday, October 12, 12
  53. 53. 38 Friday, October 12, 12
  54. 54. Friday, October 12, 12

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