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"C2 Green Tea"
Donna Jean Sinocbit
C2 Green tea is a refreshing delicious
drink that is good for the health.
It has been a part of the lives of every health conscious Filipinos and individuals around the world. It has been the market leader in its line since it was been introduced to the public. Many competitors has been trying to copy it but failed. Competitors in the ready-to-drink green tea segment are Nestea green tea, Lipton green tea and Zesto one green tea. It is the most affordable ready-to-drink tea. C2 is active in TV, promos, events and online. It is available in most retail outlets and even abroad. C2 has successfully positioned itself as a lifestyle brand, addressing the health and wellness trend.
I. Executive Summary
II. Current Marketing Situation
III. SWOT Analysis
IV. Marketing Plan Objectives
V. Marketing Strategies
A. Industry Review
C2 Green Tea is Universal Robina Corporation’s line of high quality, ready-to-drink green tea-based beverages
A. Direct: Nestea Real Leaf & Nestea Green Tea (Coca-Cola), Lipton Green Tea (Pepsi), Alo Green Tea (RFM), One White Tea (Zest-O)
B. Indirect: Sodas, Bottled water, Sports drinks, Energy drinks
C. Competitors Analysis
Zesto One Green Tea
Positioned as the key to a healthier and younger life, preserving/renewing or renew youth for a more active lifestyle and a more beautiful glow.
It is a current market challenger with a tagline of “Tea made even better”;”For a healthier younger, you”.
Lipton Green Tea
Lipton is one of the world's great refreshment brands, making a big splash in the global beverages market with tea-based drinks including leaf tea, infusions, ready-to-drink tea and other healthy, refreshing alternatives to soft drinks.
It is a current market follower with a tagline of “Lipton tea can do that”.
B. Price Range
C2 is more affordable for the ordinary juan with its 1 liter and 1.5 liters where you can get value for your money.
c. Best Feature
Zesto One Green Tea
No grassy after taste and it contains more polyphones that fight and kill cancer cells and strengthens body’s immune as well. It is also rich in fluoride that prevents the growth of dental plaque.
It has no caffeine and can aid in insomnia. It can calm an irritated throat and good source of calcium as well.
Lipton Green Tea
Good product distribution systems that affect access to a large number of customers and many geographic regions.
Good online and social media communication
Availability and supply of the products at any type of problems.
Currently struggling to meet deadlines
Consumers know what they want to buy
Internet could be a powerful marketing tool
Could develop new products
Local competitors have poor products.
Profit margins will be good
Text messages circulated that the use of PET bottles, which was use in manufacturing C2, is dangerous to the health.
Possible negative publicity
Vulnerable to reactive attack by major competitors
-Increase our sales by 10%
-Maintain the position of the product as the market leader
Marketing Plan Objectives
Age range: 10-45, Single or Married
Middle class income earners
Works in Multinational firms, Private organizations and Entrepreneur
Travelers, primarily western belief
Goes to the gym and enrolled in different classes for fitness
Readers of articles about health (man or woman's health, blogs or internet)
Has a trendy and exciting lifestyle
Activities and Interests:
Sports, physical fitness and shopping
Attitudes and beliefs: Environmentalist, health and security conscious individuals
Individuals who are independent, free spirited, has broad perspective and holistic view on their health.
Concerned about the physical appearance and aging.
Energetic and on-the-go people.
Well-informed and well read about the latest trends in fitness and health
C2 targets individuals who want to live a healthy life.
C2 is a lifestyle brand, educating consumers about the health benefits of green tea, harping on the advantages of tea, while promoting an active, healthy and well-balanced lifestyle.
C2 helps prevent cancer, rheumatoid arthritis, high cholesterol levels, cardiovascular disease, infection, impaired immune function, and boosts metabolism
C2 is the only ready-to-drink green tea
that goes through the unique process of capturing the purest and most natural green tea
that is brewed and bottled the same day
that contains ''Camellia sinesis'' and "Catechin"
who captures the Yin and Yang nature with its soothing and relaxing component
“TEA FOR A BETTER LIFE”
4 P’s Strategies
C2 Green Tea comes in a variety of flavors, ranging from classic and comforting to exotic and exciting. Savor Plain Green Tea, Lemon, Peach, Orange and Apple in their original brew, or go Sugar-free in Apple for the ultimate guilt-free indulgence. For more adventurous palates, Forest Fruits and Strawberry flavors serve up a fun, fruity experience.
C2 Green Tea is available in 230ml, 355ml, 500ml, 1000ml and 1500ml pack sizes.
C2 is very affordable
1L of C2 VS Nestea Real Leaf is cheaper by 7% or Php 1.75
You can buy C2 almost everywhere in the Philippines.
C2 is available in the ff. nationwide:
-Supermarkets (SM, Shopwise, Puregold, etc.)
-Convenience outlets (7/11 Ministop etc.)
-Drugstores (Mercury, South Star, etc.)
It is also offered in 32 countries and territories.
C2 mostly uses Advertising, TV commercials are aired daily in ABS-CBN, GMA, QTV and Studio 23
C2 has its own webiste which is regularly updated and comprehensive info about the brand. www.thec2life.com
C2 has a Facebook fanpage for customers to be informed.
Free taste in supermarkets like SNR and SM Hypermarket
SALES AND PROFIT TRENDS
Php 372, 532,500
Down by 1.3%
C2 wants to increase its sales by 10% through
increasing the Advertising, Online marketing and Sells promotion.
set up a customer rewards program
distribute free samples to customers
by focusing on the benefits that the product will do for the customers
C2 wants to maintain its position as a market leader in the market through
-Looking after our existing customers because it’s cheaper and easier to keep customers than to find new ones.
We will provide better customer service by being more responsive to their needs and expectations.
-Stepping up our marketing strategies.
We will make more efforts to tell people who we are, what we sell
and why they should buy from us.
-Updating our image
e.g. brand packaging, website etc.
-Targeting new markets