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MARKETING ANALYSIS ON READY-TO-DRINK TEA
Bottled Goodness
Alalay Cailao Mallari Martin Ogilvie
The Taste & Price is Right
Game #1!
“You don’t really need to C2 believe!”
3 different green tea brands (Lipton, Nestea, C2) Which is C2?
The Taste & Price is Right
Game #2!
“Which is your flavorite?” 3 different C2 flavors
Determine 2 out of 3
The Taste & Price is Right
Game #3!
“Name the price to get the prize!”
Name the price
IntroductionLearning Activity
Methodology Analysis
Marketing Mix
Brand Focus: C2 Market Leadership Marketing Strategy
Conclusion
Outline
Tea, in general, is perceived to be a healthy product. Fewer calories Fewer additives
Iced tea provides a convenient, healthy alternative to softdrinks.
Why RTD Bottled Tea?
Reference: Maslow’s Hierarchy of Needs
S
Why RTD Bottled Tea?
Learning Activity
Category: RTD Bottled Tea
Brands: C2; Lipton; Nestea; Zesto One;
Alo
Similar Size: 450 ml – 500 ml
Outlets: Small – Sari-sari Stores; Mini-
grocery Medium – Convenience Stores Large - Supermarkets
Learning Activity
DataC2 Apple Big Sari-
Sari StoreMercury
DrugstoreLandmark
Supermarket
Pasig Makati City Makati City
Similar Size Price (500ml)
None Php 20.00 Php 18.90
Most Common Size Price
Php 10.00(230 ml)
Php 20.00 (500ml)
Php 15.00(355 ml)
Php 15.75 (355ml)
Zesto One White Tea
Budget lane 7-Eleven Rustan's Supermarke
tSan Mateo Aurora Blvd
CubaoGateway
MallSimilar Size Price (500ml)
Php 18.50 Php22.00 Php19.25
Most Common Size Price
Php 18.50(500 ml) Php22.00
(500 ml)Php19.25(500 ml)
DataLipton
Green Tea
Sari-Sari Store
Mercury Drugstore
Rustan's Supermarke
t
V. Luna
Quezon CityMakati City Gateway
MallSimilar Size Price (450ml)
Not available Php17.50 Php19.50
Most Common Size Price
Not available Php17.50(450 ml)
Php19.50(450 ml)
Alo Green Tea
Sari-Sari Store
7-Eleven Rustan's Supermarke
t
Monte Vista Quezon City
Marikina Riverbanks
Gateway Mall
Similar Size Price (500ml)
Not available Php 25.00 Php 19.25
Most Common Size Price
Not available Php 25.00 (500ml)
Php 14.00(320 ml)
Php 19.25(500 ml)
DataNestea
Green Tea
Sari-sari Store 7 Eleven Shopwise
Alabang
MuntinlupaAlabang
MuntinlupaAlabang
MuntinlupaSimilar Size Price (480 ml)
Not available Php25.00 Php21.25
Most Common Size Price
Not available Php25.00(500 ml)
Php14.95(330 ml)
Analysis
Product Strategy (Positioning) C2- Positioned as a lifestyle brand,
promoting health benefits of green tea through educating consumers to maintain active and well-balanced lifestyle.
One White Tea/Plus - Positioned as the key to a healthier and younger life, preserving/renewing youth for a more active lifestyle and a more beautiful glow.
Lipton Tea- Positioned as a healthy refreshing alternative to soft drinks.
Alo Green Tea- Positioned as a refreshing new beverage for healthier and youthful skin with Aloe Vera bits for added mouth feel with health benefits.
Nestea- Positioned as a lifestyle product for the young adult.
Analysis
Cool and Clean (C2) by URC
One White Tea by Zest-O
Lipton Tea by Pepsi
Alo Green Tea by RFM
Nestea by Coca-Cola
Price according to outlet category (500ml)
Big Php 18.90 Php19.25 Php19.50 (450ml)
Php 19.25 Php21.25 (480ml)
Medium Php 20.00 Php 22.00 Php17.50 (450ml)
Php25.00 Php25.00 (480ml)
Small None Php 18.50 Not Available Not Available Not available
Size most common
Big 355ml (Php 15.00) 500 ml 450 ml (Php19.50)
320 ml500 ml
330 ml (Php14.95)
Medium 500ml (Php 20.00)355ml
500 ml 450ml (Php17.50)
500 ml 480 ml (Php25.00)
Small 230ml (Php 10.00) 500 ml Not Available Not Available Not available
Analysis
Priceo Prices for the five brands are relatively
same in price range that is Php17.00 to P20.00 for the specific size of 500ml.
o However, the cheapest is C2 under the big category outlet, One White Tea/Plus for Medium outlet while indeterminate for the small outlet because of the unavailability of the other brands.
o SRP Per Size –One White is the cheapest for the 355ml and 500ml sizes.
Analysis
Placing Strategy (Distribution) C2 and One White Tea brands consumes
large space shelf with high visibility in supermarkets, groceries, sari-sari store and convenience store.
Moderate visibility for Lipton and all other brands in supermarkets while some brands such as Alo and Nestea are not available in the smaller scale.
Analysis
Analysis
Brands with different variants and sizes for RTDs are commonly available in large retail outlets with cheaper prices compared to medium and smaller scales.
Suggested Retail Price (SRP) may vary on some range according to the scale of distribution and the target segment
C2 has been highly visible among the scales of distribution with prices relatively the same as its competitors with the most number of ml sizes catering to the different needs of the market.
Analysis
Brand Focus
S
Brand Focus: C2Similar Size Most CommonC2 Apple 500
ml Content PriceSmall Outlet
Sari-Sari Store - MonteVista Subd. Php25.00 500 ml Php25.00Sari-Sari Store - V. Luna none 230 ml Php10.50Sari-Sari Store 3 none 230 ml Php10.00
Medium OutletWatson's - Marikina Php23.00 355 ml Php18.75Mercury Drug Php20.00 500 ml Php20.007 Eleven - Aurora Blvd. Php24.00 355 ml Php19.007 Eleven - Alabang Php25.00 500 ml Php25.00MiniStop Php25.00 355 ml Php19.00
Big OutletSM Supermarket - Marikina Php18.50 355 ml Php14.50SM Hypermarket - Quezon Ave. Php19.00
1000 ml Php22.50
SM Hypermarket - Cavite Php18.50 355 ml Php14.50SaveMore - Alabang Php18.50 500 ml Php18.50Shopwise - Cubao Php19.00 355 ml Php15.00Shopwise - Alabang Php19.00 355 ml Php15.00Shopwise - Taft Php19.50 355 ml Php15.50Rustan's Supermarket - Farmer's Php19.50 355 ml Php15.50Landmark Supermarket- Makati Php18.90 355 ml Php15.00
S
Brand Focus: C2Similar Size Most CommonC2 Apple 500
ml Content PriceSmall Outlet
Sari-Sari Store - MonteVista Subd. Php25.00 500 ml Php25.00Sari-Sari Store - V. Luna none 230 ml Php10.50Sari-Sari Store 3 none 230 ml Php10.00
Medium OutletWatson's - Marikina Php23.00 355 ml Php18.75Mercury Drug Php20.00 500 ml Php20.007 Eleven - Aurora Blvd. Php24.00 355 ml Php19.007 Eleven - Alabang Php25.00 500 ml Php25.00MiniStop Php25.00 355 ml Php19.00
Big OutletSM Supermarket - Marikina Php18.50 355 ml Php14.50SM Hypermarket - Quezon Ave. Php19.00
1000 ml Php22.50
SM Hypermarket - Cavite Php18.50 355 ml Php14.50SaveMore - Alabang Php18.50 500 ml Php18.50Shopwise - Cubao Php19.00 355 ml Php15.00Shopwise - Alabang Php19.00 355 ml Php15.00Shopwise - Taft Php19.50 355 ml Php15.50Rustan's Supermarket - Farmer's Php19.50 355 ml Php15.50Landmark Supermarket- Makati Php18.90 355 ml Php15.00
S
The country’s most popular ready-to-drink green tea.
Filipino-made product manufactured by Universal Robina Corporation (URC).
Total market size for RTD tea is approximately P6.712 B.
Universal Robina Corp maintained its lead in RTD tea with an off-trade value share of 63% in 2010. (Euromonitor)
Brand Focus: C2
S
Blue Ocean Strategy Pre-C2: No product to satisfy NWDs
Prior to C2’s entry. Healthy drinks were either expensive
or does not taste good.
URC started & led the RTD Tea category thru Blue Ocean Strategy.
URC saw the need for a healthy beverage that will cater to the health conscious individuals that are always on the go, regardless of age, gender, and social class. Convenience and affordability became of importance as well.
Marketing Strategy:C2
Primary Target Market Demographics
10-45 years old Male and Female Social class: A, B, C, D
Lifestyle “Health conscious” people People on the go People that are on a diet Diabetic Athletes
Marketing Strategy:C2
S
C2 tea drink contains antioxidants that comes in variety of flavours.
Competitive price
Music videos, commercials, and booths.
Distributed globally across 32 countries.
Marketing Strategy:C2
S
C2 has no top celebrity endorser This simply proves that C2 does not need a top celebrity to influence PTM.
C2 TVCs showcase various types of individuals, which can be found across all PTM social classes
Marketing Strategy:C2
Conclusion
Brands with different variants and sizes for RTDs are commonly available in large retail outlets with cheaper prices compared to medium and smaller scales.
Suggested Retail Price (SRP) may vary on some range according to the scale of distribution and the target segment.
For a 24 hr convenience store, RTDs are sold more expensive as compared to supermarkets because of its nature of business, while for a smaller scale such as sari-sari store, prices tend to be expensive and the availability of the brand, variants and sizes may also tend to be minimal or not available at all because it only caters the neighborhood or the community demand.
With this activity, C2 has been highly visible among the scales of distribution with prices relatively the same as its competitors with the most number of ml sizes catering to the different needs of the market.
S
Conclusion
Thank You.