Individual10 ste pmarketing planc2

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Individual10 ste pmarketing planc2

  1. 1. Michelle Cabunilas June 2011 10 STEP Marketing Plan for C2 Green Tea http://cabunilasmichelle.blogspot.com
  2. 2. Disclaimer <ul><li>This 10 Step Marketing plan is part of the mandatory requirements of Prof. Remigio Joseph de Ungria’s AGSB Marketing Management class. </li></ul><ul><li>The date included in this repot are based on publicly </li></ul><ul><li>Available data such as those on internet websites, news, package declarations, public reports. </li></ul><ul><li>When appropriate, data are “masked” so as not to create unexpected conflicts. </li></ul><ul><li>The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes. </li></ul>http://cabunilasmichelle.blogspot.com
  3. 3. Step 1 – 5 Every BODY! Every Reason!! <ul><li>C2 Green Tea caters to Filipinos who are health and wellness conscious. </li></ul><ul><li>Considered as a healthy, nutritious and refreshing drink for every-BODY! </li></ul><ul><li>C2 as the leading brand in the market. </li></ul><ul><li>C2 as the prime in the healthier option drink. </li></ul><ul><li>Segment market has 1.97B and 10% are C2 drinkers. </li></ul>http://cabunilasmichelle.blogspot.com
  4. 4. <ul><li>Refreshing C2 drinks that has different flavors with antioxidants good for the BODY! </li></ul><ul><li>Other companies try to replicate C2. </li></ul><ul><li>C2 everywhere- TV, Promos, Internet, Events and Social Networks. </li></ul><ul><li>C2 offers a competitive price among its competitors. </li></ul><ul><li>C2 situated itself as a brand providing a refreshing and healthy drink for health conscious individuals. </li></ul>Step 6 - 10 C2’s Marketing Mix and Strategy http://cabunilasmichelle.blogspot.com
  5. 5. 1. C2’s Primary Target-health conscious individuals <ul><li>Demographics: </li></ul><ul><li>Age range: 10 – 45, middle class income earners </li></ul><ul><li>Clients of A, B, C </li></ul><ul><li>Works in Multinational firms, Private organizations and Entrepreneur </li></ul><ul><li>Family size of 1-4 kids </li></ul><ul><li>City-based family or individuals, expats </li></ul>http://cabunilasmichelle.blogspot.com
  6. 6. 1. C2’s Primary Target-health conscious individuals <ul><li>Psychographics: </li></ul><ul><li>Travelers, Primarily Western belief </li></ul><ul><li>Health-conscious: goes to the gym and enrolled in different classes for fitness </li></ul><ul><li>Readers of articles about health (man or woman’s health, blogs or internet) </li></ul><ul><li>Has a trendy and exciting lifestyle </li></ul><ul><li>Activities & Interests: sports, physical fitness and shopping </li></ul><ul><li>Attitudes & Beliefs: environmentalist, health and security conscious </li></ul><ul><li>Go-getters individuals </li></ul>http://cabunilasmichelle.blogspot.com
  7. 7. 1. C2’s Primary Target-health conscious individuals <ul><li>Behavioral: </li></ul><ul><li>Individuals who are: independent, free spirited, has broad perspective and holistic view on their health. </li></ul><ul><li>Concerned about the physical appearance and aging. </li></ul><ul><li>Energetic and on-the-go people. </li></ul><ul><li>Well-informed and well read about the latest trends in fitness and health. </li></ul>http://cabunilasmichelle.blogspot.com
  8. 8. 2. Healthy living for Every-BODY!! http://cabunilasmichelle.blogspot.com Need to be healthy & fit Develop of good self-confidence For a good body and mind
  9. 9. 2. Healthy living for Every-BODY!! <ul><li>NEEDS: fit, lean and healthy; satisfaction for oneself to be accepted my society-physically. </li></ul><ul><li>WANTS: affordable, refreshing and delicious drink who will quench the thirst of gym buff individuals and go-getters individuals. </li></ul><ul><li>DEMANDS: readily available drink that will meet and exceed the expectations and needs of individuals who are living in a fast-paced lifestyle. </li></ul>http://cabunilasmichelle.blogspot.com
  10. 10. 3. Competing with the leading brand. <ul><li>OTHER GREEN TEA DRINKS: One white tea, Lipton green tea, Alo green tea, Nestea real leaf and Nestea green tea. </li></ul><ul><li>OTHER DRINKS: Energy drinks, Flavored-water drinks, Sodas and Energy Drinks </li></ul><ul><li>VARIABLES: Price, packaging, taste, flavors, availability, health benefits and nutritional facts, brand </li></ul>http://cabunilasmichelle.blogspot.com
  11. 11. 3. Competing with the leading brand. http://cabunilasmichelle.blogspot.com
  12. 12. 3. Competing with the leading brand. http://cabunilasmichelle.blogspot.com
  13. 13. 4. Number 1 option for a healthier drink. <ul><li>C2 Green Tea is: </li></ul><ul><li>Universal Robina Corporation’s line of high quality, ready-to-drink green tea </li></ul><ul><li>brewed from fresh natural green tea leaves of Camellia sinensis . </li></ul><ul><li>contains antioxidants called Catechins that are known for their numerous health benefits like increased immunity, cholesterol reduction, and the prevention of certain cancers. </li></ul><ul><li>Using only natural green tea leaves. </li></ul><ul><li>C2 is brewed and bottled on the same day to ensure that each sip retains its healthy nutrients and flavorful goodness. </li></ul>http://cabunilasmichelle.blogspot.com
  14. 14. 5. Competitors data http://cabunilasmichelle.blogspot.com
  15. 15. 5. P SE data, C2’s share is 71%, its total market size is approximately P1.9billion <ul><li>URC data: </li></ul><ul><li>C2’s share is P1.46billion </li></ul><ul><li>URC claims market share of 71% </li></ul>http://cabunilasmichelle.blogspot.com
  16. 16. 6. Antioxidants for every- BODY!! http://cabunilasmichelle.blogspot.com C2 Cool & Clean is a line of high quality green tea-based beverages that are delicately brewed from 100% natural tea leaves. C2 is healthy, refreshing and cleansing. C2 Green Tea comes in 7 flavors namely Plain, Lemon, Apple, Peach, Orange, Forest Fruits, and Strawberry. Aside from this, a sugar-free variant has also been added for those who prefer the same green tea goodness but with lesser sugar content. C2 Sugar-free is currently available in Apple flavor only.
  17. 17. 6. Antioxidants for every- BODY!! http://cabunilasmichelle.blogspot.com C2 Cool & Clean Green Tea contains antioxidants called “Catechins” which are more potent than Vitamins C & E. These antioxidants can prevent certain cancers by boosting the immune system. It can also speed up your metabolism, lower cholesterol, reduce the risk of heart disease and even aid in weight loss!
  18. 18. 7. Replicating the original C2 green tea. http://cabunilasmichelle.blogspot.com It comes in 5 pack sizes: 230ml, 355ml, 500ml, 1000ml, and 1500ml
  19. 19. 7. Replicating the original C2 green tea. http://cabunilasmichelle.blogspot.com C2 Cool & Clean Green Tea is delicately brewed from real, 100% natural green tea leaves of Camellia sinensis . Just like the authentic Chinese teas, C2 Cool & Clean Green Tea is naturally healthy and cleansing. Other tea brands use powdered tea extracts or artificial tea flavor.
  20. 20. 8. Every-BODY, Every reason and Everywhere!! The C2 Life! http://cabunilasmichelle.blogspot.com C2 Cool & Clean Green Tea is in every part of the globe: AUSTRALIA, NEW ZEALAND, TAIWAN, KOREA, BRUNEI, VANUATU, AMERICAN SAMOA, SOLOMON ISLANDS, NEW CALEDONIA, PAPUA NEW GUINEA, MONGOLIA, UAE, KSA, BAHRAIN, OMAN, KUWAIT, QATAR, USA, CANADA, GUAM, EUROPE, BELGIUM, CYPRUS, PALAU, VIETNAM, INDONESIA, SINGAPORE, MALAYSIA, THAILAND AND JAPAN,
  21. 21. 8. Every-BODY, Every reason and Everywhere!! The C2 Life! http://cabunilasmichelle.blogspot.com C2 in the INTERNET C2 in a TV Commercial
  22. 22. 8. Every-BODY, Every reason and Everywhere!! The C2 Life! http://cabunilasmichelle.blogspot.com Malls, supermarkets, beach and booths.
  23. 23. 9. Affordable to ever-Body! http://cabunilasmichelle.blogspot.com C2 Cool & Clean Green Tea is more affordable than most softdrinks and other RTD teas. 10B Filipinos drink C2 three times a day with a size of 1.5L that costs Php4.50 per glass. 10B x 3 x 4.50 x 365= Php49.3B
  24. 24. 10. First choice as the #1 Green Tea for Every-BODY!! http://cabunilasmichelle.blogspot.com With an eye towards the future, Universal Robina Corporation has been investing in product innovation, and has been serving many of the ASEAN countries for the past ten years. In April 2006, URC started manufacturing and selling C2 Green Tea in Vietnam, making URC Vietnam the first subsidiary outside the Philippines to manufacture and market C2. C2 is now one of the two market leaders in Vietnam and manufacturing is being expanded to meet strong market demand, as well as to export the product to other thirsty ASEAN nations. Your favorite C2 product is now also available in Malaysia and Indonesia, another testament to the multinational powerhouse that URC has become.
  25. 25. SUMMARY http://cabunilasmichelle.blogspot.com
  26. 26. Step 1 – 5 Every BODY! Every Reason!! <ul><li>C2 Green Tea caters to Filipinos who are health and wellness conscious. </li></ul><ul><li>Considered as a healthy, nutritious and refreshing drink for every-BODY! </li></ul><ul><li>C2 as the leading brand in the market. </li></ul><ul><li>C2 as the prime in the healthier option drink. </li></ul><ul><li>Segment market has 1.97B and 10% are C2 drinkers. </li></ul>http://cabunilasmichelle.blogspot.com
  27. 27. <ul><li>Refreshing C2 drinks that has different flavors with antioxidants good for the BODY! </li></ul><ul><li>Other companies try to replicate C2. </li></ul><ul><li>C2 everywhere- TV, Promos, Internet, Events and Social Networks. </li></ul><ul><li>C2 offers a competitive price among its competitors. </li></ul><ul><li>C2 situated itself as a brand providing a refreshing and healthy drink for health conscious individuals. </li></ul>Step 6 - 10 C2’s Marketing Mix and Strategy http://cabunilasmichelle.blogspot.com
  28. 28. Michelle Cabunilas June 2011 10 STEP Marketing Plan for C2 Green Tea http://cabunilasmichelle.blogspot.com

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