C2 Green Tea 10 Step Marketing Plan v54 Marketing Management Joseph Gabriel Morales Lhayze Hao Michelle Cabunilas Ivy Villamor Mira Serrano 3rd Sem SY 2010-2011 under Prof. Joseph de Ungria Ateneo Graduate School Of Business

1. 10 STEP
Marketing Plan for
Cool and Clean (C2) Green Tea
Cabunillas, Michelle
Hao, Lady
Morales, Joseph
Serrano, Mira
Villamor, Ivy
June 2011

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. C2 primary target market are the Generation Y who
wants healthy-living
2. Healthy living for Every-BODY
3. C2 positions as the dominant brand in the market
using Blue Ocean Strategy
4. Gap is the option for healthy drink, well distributed at
affordable price
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. C2: Imitated Never Intimidated
7. C2 is 3% cheaper than Real Leaf and is 19%
cheaper than One White Tea
8. C2 effectively communicates its product
through ADVERTISING, EVENTS AND
EXPERIENCES, and WORD OF MOUTH
9. C2 is available nationwide, even globally
10. C2 Differentiated its Product, sold at affordable
price created a niche for an untapped market
share!

5. 1. C2 primary target market are
the Generation Y who wants
healthy-living
Demographics:
Age range: 10 – 45, Single or Married
middle class income earners
Clients of A, B, C
Works in Multinational firms, Private organizations and
Entrepreneur
Family size of 1-4 kids
City-based family or individuals, expats

6. 1. C2 primary target market are
the Generation Y who wants
healthy-living
Psychographics:
Travelers, Primarily Western belief
Health-conscious / Weight watchers: 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 & Interests: sports, physical fitness and shopping
Attitudes & Beliefs: environmentalist, health and security conscious
Go-getters individuals

7. 1. C2 primary target market are
the Generation Y who wants
healthy-living
Behavioral:
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.

8. 2. PTM needs to stay healthy in
both mind and body.
Self-Actualization
I am happy if I develop a healthier lifestyle Needs
(Self-Development
& Realization)
Esteem Needs
I want to be recognized for having (Recognition, Status)
a healthy and fit mind and body.
Social Needs (Sense of
belongingness, love)
I want a drink that increases
immunity, reduces cholesterol,
and prevent certain cancers Safety Needs (Security, Protection)
I need a drink that has
anti-oxidants and variety Physiological Needs (Food, Water, Shelter)
of vitamins and minerals

9. 2. Healthy living for Every-
BODY!!
NEEDS: fit, lean and healthy; satisfaction for oneself to
be accepted my society-physically.
WANTS: affordable, refreshing and delicious drink who
will quench the thirst of gym buff individuals and go-
getters individuals.
DEMANDS: readily available drink that will meet and
exceed the expectations and needs of individuals
who are living in a fast-paced lifestyle.

10. 2. Generation Y have
certain needs, wants, &
demands
Generation Y needs to have anti-oxidants, vitamins, and
minerals to have protection against certain diseases, gain
recognition for having healthy and fit mind and body, and
develop a healthy lifestyle
Generation Y prefer C2 green tea over tea drinks in the
market because of Taste, Ingredients, Packaging, Price,
Brand Image, Variety, Quality, Brand Promise of a
healthier lifestyle, BFAD approval
Generation Y demands natural ingredients, refreshment,
lowers cholesterol, fight aging, to slim down, have a sexy
and fit body, and live strong, long, and well for a healthy
tomorrow.

11. 3a. Competing with the
leading brand..
DIRECT RTD(ready-to-drink)TEA: One White Tea,
Lipton, Alo, Real Leaf, Nestea, Sunkist, Fit’N Right,
Sola
INDIRECT: Powdered Iced Tea, Juices, RTD Coffee,
Energy drinks, Water, Flavored-water drinks, Sodas,
Sports Drink, Milk, Yoghurt Drinks
VARIABLES: Price, packaging, taste, flavors, availability,
health benefits and nutritional facts, brand, 100%
natural product, variants, promotion, quality, brand
promise of a healthier lifestyle

12. 3b. C2 positions itself as the
dominant brand in the market
as of 2011
Price /
Age Matrix 0-15 yrs 16-30 yrs 31-49 yrs
Real Leaf
One
High Nestea
Price
C2
Lipton
Low Alo
Price

13. 3c. C2 utilizes a blue ocean
strategy as of 2011
Benefit Positioning vs. Brand Matrix
C2
C2 Sugar C2 Nestea Diet Nestea Lipton
Functional Benefit Green Real Leaf Alo One
Free Envidia Green Tea Green Tea Green Tea
Tea
 Offered in re-
sealable bottles
 Variety of flavors
 Variety of sizes
 Sugar Free
 Slimming power
 Bottled the same day
 increase focus
 Increase immunity
 Cholesterol
Reduction
 Prevention of
Certain deceases
 Brewed from 100%
natural tea leaves
 Save more

14. 4. Pre-C2: No product to
satisfy NWDs
Prior to C2’s entry, there was NO product
that satisfied the PTM’s NWDs.
Healthy drinks were either expensive or
does not taste good.

15. 4. URC took advantage of the
HEALTH & WELLNESS Trend
C2 was the FIRST ready to drink tea in
the Philippines, which was widely
accepted by the consumers because of
its health benefits, taste, affordability
and availability

16. 4. Number 1 option for a
healthier drink.
C2 is the only RTD 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 sinensis” and “Catechin”
 Who captures the Yin and Yang nature with its soothing
and relaxing component
 For generation Y

17. 4. C2 positions itself with
flavor variants and
wide distribution channels.
 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)

18. 4. C2 positions itself as
market leader.
Brighter, Healthier tomorrow
It’s easy to stay refreshed, positive, and
thankful for the best things in life when
C2’s around.
C2 share, C2 refreshing, C2 immuniTEA, C2
sarap
Source: C2life / Universal Robina website

19. 4. Do the customers know all
NWDs where being addressed in
the C2 products?...
C2 trying to eliminate gap thru customer experiences
C2 captures that special bond
Filipinos have with their favorite green
tea drink with its new campaign, C2
Expressions. Focusing on slices of life
of different Pinoys, the ad campaign
highlights how C2 drinkers from all
walks of life create special
experiences daily with their drink of
choice, C2 Green Tea

20. 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.

21. 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.

22. 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.

23. 5b. Market size is Php 7B, C2’s
share is Php 5.19B (71%)

24. 5b. Market size is Php 7B, C2’s
share is Php 5.19B (71%)

25. 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.

26. 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:
# of bottles 14 x 16,318 sold bottles in 2010 = 228,452 bottles
# of bottles 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/

27. 5. Market size for Green Tea
Market is at Php 7.3B
amounts in
1. Competitor data = Php million
Zest-O Corp for One White Tea–Not available
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.

28. 6a. C2: Imitated
Never Intimidated
C2 Sugar-free
C2 on the shelves
C2 Litro
C2 Solo
C2 Envidia

29. 6a. Competitors scrambled to
replicate C2’s success –
Direct Competitors
Real Leaf
One White Tea
Lipton Ice Tea

30. 6a. C2’s Indirect Competitors
Captures Its Part of the Market
Coke
Sunkist
Del Monte
Pineapple
Lipton Hot Tea
Del Monte
Nestea Iced Tea Fit ‘n Right

31. 6b. C2’s Refreshing
Variants and Sizes
Sizes
Flavors
230 ml 355ml 500ml 1L 1.5L
Plain Green Tea
Lemon
Peach
Orange
Apple
Forest Fruits
Strawberry
Mixed Berries
Pine-Orange
Legends:
C2 Green Tea
Sugar Free
C2 Envida

32. 6b. C2 Green Tea in Different
Flavors and Sizes
 C2 is made from natural green tea leaves
of Camellia sinensis, brewed and bottled
on the same day.
 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.
 C2 Green Tea is available in 230ml, 355ml,
500ml, 1000ml and 1500ml pack sizes

33. 6b. C2 Sugar-free, Zero
Calories!
 C2 Green Tea Sugar-free Apple is
the new line extension of C2 that
caters to the health-conscious
market since it is sugar-free and it
has zero calories.
 is available in 355ml and 1500ml
pack-sizes

34. 6b. C2 Envidia Slims Down
Fats in 6 weeks!
 C2 Envidia, a deliciously refreshing health
drink can help provide that extra fat-
burning boost that aids in ensuring a fit
and healthy body
 contains L-Carnitine and EGCG
(Epigallocathecin gallate) that gives it two
times the slimming power of other fat-
burning drinks
 has zero sugar
 It comes in three delectable flavors: Apple,
Mixed Berries, and Pine-Orange

35. 6b. The C2 Differentiating
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 tongue and
loved by the world
 C2 reflects the dynamic lifestyle of the cyber age.
 C2 has a brand promise of a brighter, healthier tomorrow.

36. 7. C2 prices at store
outlets in your friendly
neighborhood
Based on observation of 1 super market (Puregold Delpan), 2 convenient store, 3 sari-sari store in Makati.

37. 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.

38. 8a. C2 effectively communicates its
product through ADVERTISING,
EVENTS AND EXPERIENCES, and
WORD OF MOUTH.
#1
#2 #3

39. 8a. The C2 brand has its
own website
http://thec2life.com/
 Regularly
updated
 Comprehesive
info about the
brand

40. 8a. C2 on Facebook
http://www.facebook.com/C2CoolandClean
 C2 has a fanpage
in Facebook
 Regular updates
for customers to
be informed

41. 8a. Every-BODY, Every reason
and Everywhere!! The C2 Life!
Malls, supermarkets, beach and
booths.

42. 8a. C2 Sarap ng Summer –
Baguio 2011
 Like Baguio’s
rejuvenating
atmosphere,
C2 gives its
users a
refreshed
feeling with
the benefits
of green tea

43. 8a. C2 Sarap ng Summer –
Boracay & Puerto Galera 2011
 People prepare to be lean, fit,
and sexy when they go to the
beach so they can wear the
killer bikini or show off their 6-
pack abs. Living the C2 life
will give you that result.

44. 8a. C2 @ UA&P School
Opening
 C2’s booth at
UA&P last
June 8
 Promote
health &
wellness to
the youth

45. 8a. C2 be read!
 Newspapers/Magazines

46. 8a. C2 be heard!
 Radio
 Advertise latest promos,
products, and events
through radio

47. 8a. C2 has no top celebrity
endorser
 This simply proves that C2 does not
need a top celebrity to influence PTM.

48. 8a. C2 says take care of your body to carry
on what passion you have now in achieving
future’s sweet achievements
 C2 TVCs showcase various types
of individuals, which can be
found across all PTM social
classes

49. 8a. Be fit, fab and loaded with Sarap
mag-C2, Sarap maging Milyonaryo
promo
 Most recent
promo from C2.
Duration was
from May 1-31,
2011

50. 8b. Real Leaf’s (Coca-Cola)
challenges C2 with honey and green
tea for better concentration
 Real Leaf has its
own Facebook
page.

51. 8b. Real Leaf Recent TVCs
 TVCs of Real
Leaf, 2 of the 3
endorsed by
celebrities

52. 8b. Real Leaf – Most
Recent Promos
 Promo
duration was
March – April
2011.

53. 8b. Lipton Iced Tea (Pepsi)
Static Communication
 No ongoing
promos
 No ongoing TV
ads
 No own local
website unlike
C2

54. 8b. One White Tea (Zest-O)
Last Update was 2008
 Despite the brand
having its own website,
last update was 2008.
 C2 updates its website
regularly which makes
them more
advantageous in
reaching out to PTM
who regularly surfs the
internet.
 No ongoing promos

55. 9. C2 is available
nationwide, even
globally
 C2 is available in the Supermarkets, sari-sari stores,
convenience outlets, drugstores nationwide

56. 9. … C2 across 32
countries and territories
Source: http://thec2life.com/c2-global-locator/

57. 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”. Although
they also have price low prices, what makes them stay as the
market leader is the availability and supply of the products at any
type of market.

58. SUMMARY

59. Steps 1 to 5
Cool and Clean for a dynamic
Lifestyle…
1. C2 primary target market are the Generation Y who
wants healthy-living
2. Healthy living for Every-BODY
3. C2 positions as the dominant brand in the market
using Blue Ocean Strategy
4. Gap is the option for healthy drink, well distributed at
affordable price
5. Market size is Php 7B,
C2’s share is Php 5.19B (71%)

60. Steps 6 to 10
Tea for healthy
better life…
6. C2: Imitated Never Intimidated
7. C2 is 3% cheaper than Real Leaf and is 19%
cheaper than One White Tea
8. C2 effectively communicates its product
through ADVERTISING, EVENTS AND
EXPERIENCES, and WORD OF MOUTH
9. C2 is available nationwide, even globally
10. C2 Differentiated its Product, sold at affordable
price created a niche for an untapped market
share!

61. 10 STEP
Marketing Plan for
Cool and Clean (C2) Green Tea
Cabunillas, Michelle
Hao, Lady
Morales, Joseph
Serrano, Mira
Villamor, Ivy
June 2011