BAM 107 —Advanced Marketing Issues Finals

Department of Business Administration

Pajaro, Lara Nicole

Miranda, Alexa Louise
Salvador, Dannica Faye
Santana, Samantha Adelaide
IV — BSBAM

April 2018
 I. History

C2 Green Tea is a bottled green tea beverage produced and manufactured by Universal Robina.
The drink was first manufactured in the Philippines. Sometimes it is simply called C2. ​The term
C2 is actually an abbreviation which stands for "Cool & Clean" since C2 Green Tea is brewed
and bottled in the same day. The drink contains natural green tea leaves and the leaves were
brewed gently to retain the antioxidants normally lost in other extraction processes. In fact the
Chinese characters in the bottle means The “brewed from natural green tea leaves.” It is bottled
in PET bottles.​C2 is a bottled iced tea that is used most often by consumers. With this, c2 is a
very exciting brand to innovate concerning that it is very popular in the market.

II. Main Products

● C2 Green Tea Pomelo

● C2 Green Tea Calamansi
● C2 Green Tea Tamarind
● C2 Green Tea Guyabano

*C2 Summer will be available at 335 ml only.

*Packaging
III. Target Market
a. Profile

GIANNE
● Is a 17 year old college student;
● Belongs to C1 socio-economic class;
● Commutes on his way to school
and when going home;
● Likes buying at convenience stores;
● His top purchase drivers are price, availability, flavor;
● Is willing to try something new.

AMARI
● Is a 24 year old employee;
● Belongs to AB socio-economic class;
● Is always in a rush.
● Likes to purchase food-to-go at gasoline convenience
stores when fueling up.
● Goes grocery shopping weekly;
● Her top purchase drivers are flavor, availability, and
popularity.
 b. Quantity
Target Market: 948,952
Estimated Target Market for C2 Summer: 470,000
470,000
x 45% (Awareness)
x 85% (Purchase Intention)
x 80% (Availability)
x 44.23 (Repeat = 40% x 110.57%)
x Php 19.50
= 120,042,592.7
Assuming awareness of 45% and availability of 80%
45% x 35.87% x 80% = 12.91%
Total number of trial per Household
165,984 x 12.91% = 21,429

IV. Rationale about the Product Development

C2 Green Tea being the first ready to drink tea in the market and brand used most often by the
consumers, the group came up with four variants which are top tropical Pinoy fruits to
incorporate the Filipino vibes. These flavors are in line with the main consumers of C2 Green tea
which are Filipinos. Moreover, the availability of the product is limited from xx-xx to see how
will the market react to these new flavors and also to know whether C2 should consider
permanent product extension. In line with this, the packaging of the product will also incorporate
the typical filipino festive culture associated with the flavors.
V. Volume Potential
Age Bracket % of Population
Population: 11,855,975
10 - 14 9.14%
Female 57% 6,757,906

Male 43% 5,098,069 15 - 19 9.13%

100% 20 - 24 9.33%

Total (%) 27.6%

Income Class % of Population
Total Popl’n 3,272,249
AB 4%

C1 7% Target Market

C2 18% 948,952.21

Total (%) 29%

Total Popl’n 3,438,233

With a target market of 948,952.21, the new campaign — C2 Summer will have an estimated
target market of 470, 000 based from the recent UAI conducted. The stated target market will
also be C2 Summer’s target audience for its marketing campaign.
VI. Go to Market Strategy
C2 Green Tea’s Sources of Brand Awareness:

●​ ​C2 Green Tea

a. Promotional Materials

C2 Summer will boost its campaign through the following promotional materials:
Billboard, Social Media, Radio, Posters, and Tarpaulins. Since the availability of C2 Summer is
for a limited time only, it should boost all its campaign to reach a wider target market that would
enable consumers to consider the product for consumption.
 b. Posters, Print Ads
*Pubmat for Social Media and Posters
 c. Promotional Campaign

Cost Estimate: ​PhP 4,000,000

Timing: ​From March 2019 – 2019

Media Plan

March 2019- 2019

MEDIA J J A S O N D J F M A M BUDGET

Web

Facebook, Twitter, Php 200,000

and Instagram

and Miriam

College Website

(Poster, M-Sun)

Print

Billboard Php 800,000

Tarpaulin Php 200,000

Radio
FM Php 150,000

Big Radio Love

Radio

TV Commercial

Monday- Friday Php 2,000,000

12nn and 6pm

Web
Facebook, Twitter, and Instagram
Pubmats or posters about C2 Summer will be posted on Facebook, Twitter, and Instagram from
xx-xx.

Print
Billboards will be installed to inform about consumers about C2 Summer variants. Tarpaulins
will also be installed to some Mini marts and Convenience stores nationwide.

Radio
The radio advertisement would be broadcasted in Metro Manila and some provinces nearby. The
radio advertisement would be played on the FM Radios during mornings specifically during 8:00
am to 10:00 am with a 15 seconder duration.

TV Commercial
The TV Commercial for C2 Summer will take up 15 secs on afternoon and primetime spots.
However, the frequency would differ as more C2 Summer TV commercial would be advertise on
primetime spot since there are more people watching thus viewership and awareness would be
utilized to its fullest.

VII. Price

As observed during store checking, C2 Summer’s pricing strategy will be at par with its current
variants available in the market. The pricing will be different for supermarket and mini-marts
which is​ Php 19.50 per 335 ml ​and​ Php 25.00 per 335 ml ​for GasCons and Convenience stores.
VIII. Distribution Method

C2 Summer will be distributed in the following stores:

A. Supermarket - C2 Summer will be made available in all big supermarkets to target more
consumers and reach a wider range market. Supermarket is one of the main sources of
brand awareness of consumers which ranked third based on the recent UAI conducted.
C2 Summer can also use some posters and print ads to promote the product and increase
awareness.

B. Convenience Store (7/11,

Ministop, etc.) - C2 Summer will also be distributed to convenience stores since
consumers have easier access to these stores. Convenience store is also one of the main
sources of brand awareness of consumers which ranked second. With this, C2 Summer
should be widely distributed to convenience stores nationwide.
 C. GasCons - As
mentioned, convenience
store is one of the main sources of C2 Green Tea’s brand awareness and gasoline stations
stores are considered one of those. In addition, gasoline stations have become a
destination for more than just fuel. People go to gasoline stations to make a quick
purchase of snack and beverages, hence C2
Summer could also be distributed in these
stores to target these consumers.

D. Mini Marts - Mini marts ranked second in one of the consumer's main sources of brand
awareness. With this, mini marts or grocery stores nearby homes can also be one of the
distribution channels and it would be more convenient for consumers to buy C2 summer
since it is accessible and close by.