C2 10 Step Marketing Plan

1. 1
10 STEP
Marketing Plan for C2 Green Tea
Cecil Alona
October 29,2010

2. 5 Steps for Part 1
(PTM and Positioning)
1. C2’s Primary Target Market are those “health
conscious” people.
2. Feeling of freshness and a sense of calmness
3. Competitors are Real Leaf, Alo, Lipton, and
One
4. Gap is on the one of a kind taste and savings
5. The market is 70B and 71% of it or P50B is
C2.

3. 5 Steps for Part 2
(Marketing Mix & Strategy)
6. C2 tea drink contains antioxidants that
comes in variety of flavours
7. Price is the same as its competitor
8. Music videos, commercials, and booths
9. Distributed globally across 28 countries
10. Uses a Niche Marketing

4. 4
Positioning to the
Primary Target Market
Part 1:
Steps 1 to 5

5. 1. C2’s primary target (PTM)
are health conscious market
 Primary Target Market is
 Demographics ( 10-45, M/F, social class
ABCD, single/married)
 Lifestyle ( people on the go and on a
diet, health conscious, diabetic, athletes
and etc)
 Behavior (It is in 230ml, 355ml, 500ml,
1000ml, and 1500ml,daily,3-4x a day, an
anti-oxidant)

6. Maslow’s Hierrachy of
Needs

7. 2. My PTM’s NWE
 My Primary Target Markets Needs, Wants,
Demands
 Health buffs needs to be secure and protected
and as well as to boost their self esteem
 Health buffs prefer C2 rather than any tea drink
because of its refreshing taste (sweetness +
sour), price, flavor, packaging, fits all budget,
health benefits.
 People expect to quench their thirst & good
anti-oxidant

8. 3a. C2 has identified several
competitors
 Direct : Lipton, Real Leaf, Alo, One
 Indirect: Water, Soda’s, Shake, Coffee
and Liquor
 Variables : Price, packaging, taste,
flavors, availability, health benefits and
nutritional facts, brand

9. C2 is a market leader by
Niche Marketing

10. C2’s positioning is shown in this
competitive map

11. 4. C2 positions strongly using
Niche Marketing
 It comes in a variety of flavours
 Available in 5 pack sizes
 Brewed in the same day
 Uses 100% natural green tea
 Health Benefits
 Sugar Free drinks

12. 5a. Based on competitor data,
Nestea(Real Leaf) & Zesto(One) with a
total share of 26% 494 Million

13. 5b. Based on PSE file, C2’s share is
71%, its total market size is
approximately P70billion
• Total Market Size P70B
• URC claims market share of 71%
• Total ready to drink market is 70B
X .71 = 50B

14. 5c. C2 Consumption with a total
market size of P98.5billion
Assume that 20billion Filipinos drink C2
thrice a day (after meal) using their newest
“tipid” pack size which is 1.5L which costs
P4.50 per glass
Equation:
20 M X 3 X 4.50 X 365 =P98.5billion

15. 5. Concluded that beverage
market is P70 Billion
1. Company data= P494 M
2. Industry data = P 50 B
3. Usage data = P 98.5 B

16. 16
The Marketing Mix Strategy
Part 2:
Steps 6 to 10

17. 6a. Beverage category is
dominated by 3 major brands
C2

18. 6a. Ice cream category is
dominated by 3 major brands
Real
Leaf
One

19. 6b. Product Description
 C2 is a refreshing tea drink
 There are several flavours like
 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)

20. 6b. Product Description
 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

21. 6b. Product Description
 It comes in 5 pack sizes: 230ml, 355ml,
500ml, 1000ml, and 1500ml

22. 7. Price - C2 is at par the
same to its competitors
*
*prices from 10Q Convenience Store

23. 8a. Promo
 TV Commercial are aired mostly in ABS
CBN, GMA, QTv, Studio 23

24. 8a. Promo
 Sponsoring events like National
Compac Sporting Championship
 Website “ The C2 Life”
 Free taste in supermarkets like SNR
and SM hypermarket
 Photo sharing during summer
 Facebook account

25. 8a. Promo
 C2 uses one calming and relaxing
commercial
 Uses ” Health Benefit” strategy

26. 8b. Competitor promo: Real
Leaf & One
For One Tea they have nationwide
tours. And for Real Leaf they have
“Spot a Real Leaf, Win a Nano”, &
Facebook- Word Master
Challenge”
http://www.zesto.com.ph/zestowp/
http://www.facebook.com/realleaf?v=app_6009294086

27. 9.C2 is distributed locally but
also internationally
 Supermarkets, Convenience Stores, Sari
Sari Stores & Groceries
 Offered in 32 countries and also offer
limited edition tea drink as per country

28. 10. C2 is a market leader
by Niche Marketing
C2 is a strong brand because it is created
by one of the top companies in the
Philippines which is
Universal Robina Corporation. They have
dominated the market for several years
because it is made from 100% natural
green tee which is brewed on the same
day.

29. Also C2 is the first to offer the 1 liter pack
size and as well as C2 solo which is in 230
ml. Their Promotion is excellent because it
uses a new lifestyle philosophy which helps
their consumer optimize their wellbeing, it
helps promote the healthy balance of the
three elements of being which is body, mind
and soul.

30. 30
SUMMARY

31. 1. C2’s Primary Target Market are those
“health conscious” people.
2. Feeling of freshness and a sense of
calmness
3. Competitors are Real Leaf, Alo, Lipton,
and One
4. Gap is on the one of a kind taste and
savings

32. 5. The market is 70 B and 71% of it or P50B
is C2.
6. C2 tea drink contains antioxidants that
comes in variety of flavours
7. Price is the same as its competitor
8. Music videos, commercials, and booths
9. Distributed globally across 32 countries
10. Uses a Niche Marketing

33. 33
10 STEP
Marketing Plan for C2
Cecil Alona
Ocotber 29, 2010