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

1. AGONCILLO
CAMUS
JUAN
MARCAIDA
MURAYAMA
ONG
Friday, October 12, 12

2. 2
OVERVIEW
brand insight
target market
consumer insight
problem
objectives
big idea
executions
Friday, October 12, 12

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. NESTEA BACKGROUND
MARKETSITUATION
Premium powdered
refreshment beverages
Traditionally advertises
to teens and moms
Friday, October 12, 12

5. SOURCE OF INCOME
MARKETSITUATION
Direct Channels:
Supermarkets, Sari-Sari Stores
Restaurants, carinderias
(bottomless promos)
Friday, October 12, 12

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. KEY OBJECTIVES
MARKETSITUATION
Become the #1
noncarbonated beverage
in the market
Friday, October 12, 12

8. COMPETITIVE SPACE
DIRECT COMPETITION:
Powdered Teas and Juices
Friday, October 12, 12

9. COMPETITIVE SPACE
DIRECT COMPETITION:
Powdered Teas and Juices
Friday, October 12, 12

10. INDIRECT COMPETITION:
Bottled Iced Teas
COMPETITIVE SPACE
Friday, October 12, 12

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. 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. 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. 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. 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. 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. BRAND-IN-HAND
Supermarkets
(General Trade),
Convenience
stores,
Sari-sari Stores
Feature of taller,
slimmer packing
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18. BRAND-IN-HAND
Retail
environment
(aisles)
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19. BRAND-IN-HANDFriday, October 12, 12

20. CONSUMER INFORMATION
YUPPIES
MOMS
Friday, October 12, 12

21. TEENS
CONSUMER INFORMATIONFriday, October 12, 12

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. 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. CHOSEN
TARGET
Friday, October 12, 12

25. Ana
Friday, October 12, 12

26. Ana Young Adult (16-20 yo)
High School-College
Broad C
Dependent on Parents{ }
Friday, October 12, 12

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. 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. 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. Ana
Friday, October 12, 12

31. pressured to meet deadlinesAna
Friday, October 12, 12

32. pressured to meet deadlines
tends to procrastinate
Ana
Friday, October 12, 12

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. 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. 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. Ana
Friday, October 12, 12

37. consumes Nestea at home
(merienda and mealtimes)
Ana
Friday, October 12, 12

38. consumes Nestea at home
(merienda and mealtimes)
at the caf, she’ll probably get
ready-to-drink
Ana
Friday, October 12, 12

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. 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. “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. 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. To create an activation campaign that:
OBJECTIVES
Friday, October 12, 12

44. To create an activation campaign that:
OBJECTIVES
1) REFRESHES THE NESTEA BRAND IMAGE
Friday, October 12, 12

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. 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. Live show: Flash mob –
Evolution of dance
Celebration of the 30th year of Nestea in the
Philippines
Friday, October 12, 12

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. 34
Friday, October 12, 12

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. 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

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