Bottled Goodness

MARKETING ANALYSIS ON READY-TO-DRINK TEA

Alalay

Cailao Mallari Martin

Ogilvie

The Taste & Price is Right

Game #1!

You dont 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

Outline
Introduction Learning Activity
Methodology
Analysis

Marketing Mix

Brand Focus: C2 Market Leadership Marketing Strategy

Conclusion

Why RTD Bottled Tea?

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: Maslows Hierarchy of Needs

Learning Activity

Learning Activity
Category:

RTD Bottled Tea C2; Lipton; Nestea; Zesto One; Alo

Brands:

Similar Size:

450 ml 500 ml
Small Sari-sari Stores; Mini-grocery Medium Convenience Stores Large - Supermarkets

Outlets:

Data
C2 Apple Big Sari-Sari Store Pasig
Similar Size Price (500ml) Most Common Size Price None Php 10.00 (230 ml)

Mercury Drugstore Makati City

Php 20.00 Php 20.00 (500ml) Php 15.75 (355ml)

Landmark Supermarket Makati City

Php 18.90 Php 15.00 (355 ml)

Zesto One White Tea

Budget lane San Mateo

Rustan's Supermarket Aurora Blvd Gateway Mall Cubao

Php22.00 Php22.00 (500 ml) Php19.25 Php19.25 (500 ml)

7-Eleven

Similar Size Price (500ml) Most Common Size Price

Php 18.50 Php 18.50 (500 ml)

Data
Lipton Green Tea Sari-Sari Store V. Luna Quezon City
Not available Not available

Mercury Rustan's Drugstore Supermarket Makati City Gateway Mall

Php17.50 Php17.50 (450 ml) Php19.50 Php19.50 (450 ml)

Similar Size Price (450ml) Most Common Size Price

Alo Green Tea

Sari-Sari Store Monte Vista Quezon City

Not available Not available

7-Eleven Marikina Riverbanks

Php 25.00 Php 25.00 (500ml)

Rustan's Supermarket Gateway Mall

Php 19.25 Php 14.00 (320 ml) Php 19.25 (500 ml)

Similar Size Price (500ml) Most Common Size Price

Data
Nestea Green Tea Sari-sari Store Alabang Muntinlupa
Similar Size Price (480 ml) Most Common Size Price Not available Not available

7 Eleven Alabang Muntinlupa

Php25.00 Php25.00 (500 ml)

Shopwise Alabang Muntinlupa

Php21.25 Php14.95 (330 ml)

Analysis

Analysis
Product Strategy (Positioning)

C2- Positioned as a lifestyle brand, promoting health benefits of green tea through educating consumers to maintain active and wellbalanced 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 Price according to outlet category (500ml) One White Tea by Zest-O Lipton Tea by Pepsi Alo Green Tea by RFM Nestea by Coca-Cola

Big
Medium Small Size most common Big

Php 18.90
Php 20.00 None

Php19.25
Php 22.00 Php 18.50

Php19.50 (450ml) Php17.50 (450ml) Not Available

Php 19.25
Php25.00 Not Available

Php21.25 (480ml) Php25.00 (480ml) Not available

355ml (Php 15.00)

500 ml

450 ml (Php19.50) 450ml (Php17.50) Not Available

320 ml 500 ml 500 ml

330 ml (Php14.95) 480 ml (Php25.00) Not available

Medium

500ml (Php 20.00) 500 ml 355ml 230ml (Php 10.00) 500 ml

Small

Not Available

Analysis
Price
o

Prices for the five brands are relatively same in price range that is Php17.00 to P20.00 for the specific size of 500ml. 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. 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.

Brand Focus

Brand Focus: C2
Similar Size Most Common C2 Apple 500 ml Content Price

Small Outlet Sari-Sari Store - MonteVista Subd. Sari-Sari Store - V. Luna Sari-Sari Store 3 Medium Outlet Watson's - Marikina Mercury Drug 7 Eleven - Aurora Blvd. 7 Eleven - Alabang MiniStop Big Outlet SM Supermarket - Marikina SM Hypermarket - Quezon Ave. SM Hypermarket - Cavite SaveMore - Alabang Shopwise - Cubao Shopwise - Alabang Shopwise - Taft Rustan's Supermarket - Farmer's Landmark Supermarket- Makati

Php25.00 none none Php23.00 Php20.00 Php24.00 Php25.00 Php25.00

500 ml Php25.00 230 ml Php10.50 230 ml Php10.00 355 ml 500 ml 355 ml 500 ml 355 ml Php18.75 Php20.00 Php19.00 Php25.00 Php19.00

Php18.50 355 ml Php14.50 Php19.00 1000 ml Php22.50 Php18.50 355 ml Php14.50 Php18.50 500 ml Php18.50 Php19.00 355 ml Php15.00 Php19.00 355 ml Php15.00 Php19.50 355 ml Php15.50 Php19.50 355 ml Php15.50 Php18.90 355 ml Php15.00

Brand Focus: C2
Similar Size Most Common C2 Apple 500 ml Content Price

Small Outlet Sari-Sari Store - MonteVista Subd. Sari-Sari Store - V. Luna Sari-Sari Store 3 Medium Outlet Watson's - Marikina Mercury Drug 7 Eleven - Aurora Blvd. 7 Eleven - Alabang MiniStop Big Outlet SM Supermarket - Marikina SM Hypermarket - Quezon Ave. SM Hypermarket - Cavite SaveMore - Alabang Shopwise - Cubao Shopwise - Alabang Shopwise - Taft Rustan's Supermarket - Farmer's Landmark Supermarket- Makati

Php25.00 none none

500 ml Php25.00 230 ml Php10.50 230 ml Php10.00

Php23.00 355 ml Php18.75 Php20.00 500 ml Php20.00 Php24.00 355 ml Php19.00 Php25.00 500 ml Php25.00 Php25.00 355 ml Php19.00 Php18.50 Php19.00 Php18.50 Php18.50 Php19.00 Php19.00 Php19.50 Php19.50 Php18.90 355 ml 1000 ml 355 ml 500 ml 355 ml 355 ml 355 ml 355 ml 355 ml Php14.50 Php22.50 Php14.50 Php18.50 Php15.00 Php15.00 Php15.50 Php15.50 Php15.00

Brand Focus: C2
The countrys 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)

Marketing Strategy:C2
S
Blue Ocean Strategy Pre-C2: No product to satisfy NWDs Prior to C2s 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 Health conscious people People on the go People that are on a diet Diabetic Athletes

Lifestyle

Marketing Strategy:C2
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
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

Conclusion

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.

Thank You.