C2 is a green tea brand that aims to target the "cyber age" demographic of 15-40 year olds. It positions itself as a 100% natural, refreshing drink in 12 fruit flavors. C2 has the largest market share of the green tea market at 71%, with the total market size estimated to be PHP 7 billion based on company data. C2 differentiates itself through its variety of flavors and wide distribution channels.

1. 10 STEP
Marketing Plan for
Cool and Clean (C2) Green Tea
Ivy Villamor, CPA
June 2011
1

2. Disclaimer
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.

3. Steps 1 to 5
Cool and Clean for a dynamic
Lifestyle…
1. Health-conscious “cyber age” brought back green tea in
the limelight!
2. Thirst quencher giving “relaxed alertness” through
ready-to-go healthy cool and clean drink
3. Sharing the tea pot with Real Leaf and One White Tea
4. Gap is all other brands with flavor variants and with wide
distribution channels making it accessible to consumers.
5. Market size is Php 7B,
C2‟s share is Php 5.19B (71%)

4. Steps 6 to 10
Tea for healthy
better life…
6. 100% Natural green tea, brewed and
bottled the same day boosts immunity with
healthy good taste.
7. C2 is 3% cheaper than Real Leaf and is
18.75% cheaper than One White Tea
8. C2 use TV, events, and experiences
9. C2 is distributed locally and internationally
10. C2 Differentiated its Product, sold at
affordable price created a niche for an
untapped market share!

5. 1. C2 primary target market
(PTM)* is the “cyber age”
bracket
 15-40 years old, Male and Female, social class AB
and C, single and married individuals
 In a very active lifestyle and environment,
studying, working, playing sports and exploring
 In take with main meals and merienda, and during
workout to refresh and rejuvenate while staying
healthy
*Exclusion of a certain demographic group in PTM does not mean they do not buy the product.
Some do buy, but majority don‟t which is why limited marketing resources are best focused on PTM

6. 2. Thirst quencher giving “relaxed
alertness” through ready-to-go healthy
cool and clean drink
Need Thirst quencher
Relaxed Alertness by
Want
rejuvenating vitality
Demand RTD Healthy Natural Drink

7. PTM needs to accomplish
tasks… Self-Actualization
Needs
(Self-Development &
Realization)
I need rejuvenate my vitality to
Esteem Needs
accomplish my tasks and (Recognition, Status)
fulfills my dreams
Social Needs (sense of belonging,
love)
Safety Needs (security, protection)
I need my body sustenance Physiological needs (food, water, shelter)
Reference: Maslow‟s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
7

8. 2. “Cyber age” group has
active needs, wants &
demands
Generation X “cyber age” group has very active lifestyle which
make them need consistent/rejuvenated vitality and keep
going on what they choose to do.
Gen X choose C2 because of its 100% natural green tea source
which is an invigorating, refreshing, convenient, and
contemporary adaptation of century old healthy drink
perfect match for their dynamic lifestyle. BFAD and US
FDA approved.
Gen X demands 100% natural, refreshing, convenient,
rejuvenating vitality to keep on going and doing things to
achieve their dreams.

9. 3a. Direct and indirect
products that address my
PTM’s NWD
 Direct : Real leaf, One White Tea
 Indirect : Fit „N Right, Nestea powdered iced
tea, Del Monte Pineapple juice, Carbonated and
Non-carbonated drinks
 Variables : 100% Natural Product, Health
benefits, Convenience & Accessibility,
brand, Taste, Flavor Variants, Brand, Price,
Promotion

10. 3b. C2 Distinct Positioning
Maps
1st Map: 2 x 2 Matrix showing the 2 Most Critical
Variables for Consumer choice
This 1st Map should allow differentiation/ non-
clustering of the direct competitors
Example: Want vs. Age
Size of bubbles= represent relative market shares
of the brands
2nd Map: Functional Benefit vs. Brands/ Variants

11. 3b. 2x2 competitive position
map for RTD Green Tea Drink
as of 2011
Want vs. Age Matrix
Age
0-14 yrs 15-20 yrs 21-40 yrs 41 yrs up
Want
Rejuvenates One
Vitality White Tea
C2 C2
Refuels and Real
Refreshes Leaf
C2
Slims and cuts Sugar Free
down cholesterol C2 Envida

12. 3b. Benefit positioning vs. brand
map for RTD Green Tea Drink
Benefit Positioning vs. Brand Matrix
Based on observation of 1 super market, 2 convenient store, 3 sari-sari store in makati, and other available data in the internet.

13. 4. C2 positions itself with
flavor variants and
wide distribution channels.
 Brewed from 100% Natural Green Tea Leaf
 Comes with sugar and sugar free choices
 In 12 fruit flavor variants known to Pinoy
taste
 Reasonable Price, below competitor price
 Is distributed locally, down the street up to
supermarket shelves, and internationally
(now in 32 countries and territories)

14. 5a. Estimate the market size using
Zest-O Corporation Data
Zest-O
Corporation is
not included in
the publicly
listed company
per PSE website
Thus, financial
data is not
publicly
available.

15. 5a. Estimate the market size
using RFM Financial Data
same with URC Data
RFM Financial data does not show direct attribution to total sale
the contribution of its Real Leaf green tea product. Only market
ratio is shown in the financial statement which was obtained
from same source (AC Nielsen) with that of C2.

16. 5b. Market size is Php 7B, C2’s
share is Php 5.19B (71%)
Compare
RFM data as
well as URC
data to
arrive at the
total market
of green tea.

17. 5b. Market size is Php 7B, C2’s
share is Php 5.19B (71%)

18. 5b. Market size is Php 7B, C2’s
share is Php 5.19B (71%)

19. 5b. Estimate market share
using company’s data and
independent source
The increase in BCFG Division where C2 is included was stated to have been
diluted by tampered flattish sale of other items in the product line. To be
conservative with the computation, we assumed that increase in Sales was
attributable to increase of C2.

20. 5c. Estimate the market size
using customer data
Assumptions:
 Say for every case there is 14 bottles
 94 M million Philippine population in 2010; 11 million in NCR
where 63.6% voting (more than 18) = 6.9M
Computation:
Number of bottles 14*16,318 = 228,452 bottles
Number consumed in NCR = 228,452*63.6% = 145, 295.47 / yr.
Sales for 230 ml (21% base on company data) = Php 275K
145,295.47 X 21% x P 9 (see price list)
Sales for other (79% ave of P21.79/bottle) = Php 2.5 M
145,295.47 X 79% x P 21.79(see price list)
Total Sales in NCR = Php 2.8 M
Total Sales in Philippines (divided by 63.6%) = Php 4.4 M
http://blog.cathcath.com/total-population-of-the-philippines-in-2010-and-the-
presidential-election-when-the-presidential-candidate-needs-only-a-few-millions-to-
win-6965.html
http://www.census.gov.ph/

21. 5. Market size for Green Tea
Market is at Php 7.3B
1. Competitor data =
Zest-O Corp for One White Tea–Not available amounts in
Php million
RFM for Real Tea - same source with
URC =71% for C2 while 10% for Nestea
2. Company data = Php 7.3 B
3. Customer Usage data=Php 4.4 M
Company data is chosen due to more precise and reliable data
gathered. The choice however is also made based on the best
judgment.

22. 6a. C2’s refreshing
looks
As of 2009, twelve variants can be bought in the Philippines. C2 Green
Tea is available in 230ml, 355ml, 500ml, 1000ml, and 1500ml bottles.
• C2 Green Tea Plain (also available in Sugar Free)
• C2 Green Tea Apple (also available in Sugar Free)
• C2 Green Tea Lemon (also available in Sugar Free)
• C2 Green Tea Peach
• C2 Green Tea Strawberry
• C2 Green Tea Kiwi
• C2 Green Tea Lychee
• C2 Green Tea Forest Fruits (blends of raspberry, blueberry and
lemon)
• C2 Green Tea Orange
• C2 Black Tea Lemon

23. 6a. C2’s in the shelves

24. 6a. Show how product looks
vs. competition
Indirect Competitor
Del Monte
Sunkist Pineapple
One White Tea
Real Leaf
Direct Competitor Del Monte
Nestea Iced Tea Fit „n Right

25. 6b. The C2
Formula As-It-Is
 Ready-to-drink green tea-based
 Brewed from fresh natural green tea leaves of Camellia
sinensis which contains antioxidants called Catechins
that are known for their numerous health benefits:
increased immunity, cholesterol reduction, and the
prevention of certain cancers.
 Brewed and bottled on the same day to ensure that each
sip retains its healthy nutrients and flavorful goodness.
 Comes in variety of flavors palatable to Pinoy toungle
which is loved by the world

26. 7. C2 prices at your
nearest store outlet
Based on observation of 1 super market (Puregold Delpan), 2 convenient store, 3 sari-sari store in Makati.

27. 7. C2 prices in comparison
with Direct Competitors
C2 used combination of
promotional pricing and
economy pricing is used to
be at par with competitors
Based on observation of 1 super market (Puregold Delpan), 2 convenient store, 3 sari-sari store in Makati.

28. 8a. C2 effectively
communicates its product
#3
#1
#2

29. 8a. C2 says take care of your body to carry
on what passion you have now in achieving
future’s sweet achievements

30. 8a. C2 with Everybody in
Every Reason!
http://thec2life.com/ http://www.facebook.com/C2CoolandClean

31. 8a. C2 Promotes thru
Personal Customer
Participation

32. 8b. Competitor Star
Studded Commercials
C2 commercial stands out because it clearly
communicates the heart of its message: Cool
and Clean Living in every walks of life

33. 8b. Competitor uses retail
outlets partnerships and
promotion giveaways

34. 9. C2 local and
international
distribution
 C2 is available in the Supermarkets, sari-sari stores,
convenience outlets, drugstores nationwide

35. 10. C2 Differentiated its Product,
sold at affordable price created a
niche for an untapped market share!
 Low Cost Producer
 Supply and Distribution Leverage
 Differentiation
 Niche
Focusing on the product differentiation gives the C2 the edge
and untapped market share since its product launch in 2004.
Pricing strategy was low for more affordable healthy drink.
C2 created a niche which “its competitors are scrambling to
conquer”.

36. SUMMARY
36

37. Steps 1 to 5
Cool and Clean for a dynamic
Lifestyle…
1. Health-conscious “cyber age” brought back green tea in
the limelight!
2. Thirst quencher giving “relaxed alertness” through
ready-to-go healthy cool and clean drink
3. Sharing the tea pot with Real Leaf and One White Tea
4. Gap is all other brands with flavor variants and with wide
distribution channels making it accessible to consumers.
5. Market size is Php 7B,
C2‟s share is Php 5.19B (71%)

38. Steps 6 to 10
Tea for healthy
better life…
6. 100% Natural green tea, brewed and
bottled the same day boosts immunity with
healthy good taste.
7. C2 is 3% cheaper than Real Leaf and is
18.75% cheaper than One White Tea
8. C2 use TV, events, and experiences
9. C2 is distributed locally and internationally
10. C2 Differentiated its Product, sold at
affordable price created a niche for an
untapped market share!

39. References
 http://en.wikipedia.org/wiki/C2_Green_Tea
 http://thec2life.com/about/c2-green-tea/
 http://thephilsouthangle.com/?p=6322
 http://www.pse.com.ph/html/ListedCompanies/pdf/2011/URC_17A_Sep2010.pdf
 http://www.pse.com.ph/html/ListedCompanies/pdf/2010/RFM_17A_Dec2009.pdf
 http://www.universalrobina.com/2006/09/01/c2-green-tea-is-brewed-and-bottled-on-the-same-day/
 http://en.wikepedia.org/wiki/Nestea
 http://www.universalrobina.com/wp-content/uploads/2011/05/FY10-Annual-Shareholders-Meeting-
Presentation1.pdf
 http://www.universalrobina.com/2006/09/01/c2-green-tea-is-brewed-and-bottled-on-the-same-day/
 http://www.zesto.com.ph/zesto_company_history.php
 http://www.tradewinds.no/multimedia/archive/00039/report_report_39205a.pdf
 Youtube.com
 Batang‟s Bakery
 Linafarm Canteen
 Puregold Delpan
 Aling Joy‟s Sari Sari Store
 Edsa street and Bus vendors
 Kotler‟s Book

40. 10 STEP
Marketing Plan for
Cool and Clean (C2) Green Tea
Ivy Villamor, CPA
June 2011
40