COMPETITIVE ANALYSIS

C2 ZESTO ONE LIPTON

MARKET LEADER MARKET CHALLENGER MARKET FOLLOWER

"TEA FOR A BETTER LIFE" "TEA MADE EVEN BETTER";

"FOR A HEALTHIER YOUNGER, YOU"

"LIPTON TEA CAN DO THAT"

67.50% 10.70% 4.90%

SALES VOLUME

IN LITRES 116,775,000 L 18,511,000 L 12,456,000 L

IN BOTTLES 328,943,662 Bottles 52,143,662 Bottles 35,087,324 Bottles

IN PESOS Php372,532,500 Php59,053,300 Php39,736,800

down by 1.3% from 2008 same as 2008 down by 1.4% rom 2008

C2: ONE WHITE TEA: RED ICED TEA

APPLE GRAPE PLEASURE LEMON ICED TEA

GREEN TEA APPLE COOLER GREEN JAPANESE TEA & LEMON

APPLE PEACH PASSION

PEACH LEMON BLAST

STRAWBERRY LUSCIOUS LYCHEE

FOREST FRUIT APPLE COOLER

ORANGE CITRUS BLEND

C2 ENVIDIA: LUSCIOUS LYCHEE

APPLE ONE PLUS:

MIXED BERRIES GREEN APPLE ICED TEA

PINE-ORANGE RED STRAWBERRY ICED TEA

SUGARFREE: RED RASPBERRY ICED TEA

COMPETITIVE POSITIONING

MARKET SHARES

SALES AND PROFIT TRENDS

PRODUCT

MARKETING STRATEGIES

positioned as 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

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

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.

FOUR SEASONS ICED TEA

GREEN APPLE ICED TEA

RED RASPBERRY ICED TEA

230 mL Php9.00

355 mL Php13.50 Php12.00

500 mL Php18.00 Php15.00 (480mL) Php17.00

1 L Php20.40 Php42.50

1.5 L Php31.50

SUPERMARKET HIGH VISIBILITY HIGH VISIBILITY MODERATE VISIBILITY

GROCERY HIGH VISIBILITY MODERATE VISIBILITY LOW VISIBILITY

SARI-SARI STORE HIGH VISIBILITY NOT AVAILABLE NOT AVAILABLE

PHARMACY HIGH VISIBILITY MODERATE VISIBILITY LOW VISIBILITY

CAFETERIA/RESTAURANT AVAILABLE NOT AVAILABLE NOT AVAILABLE

TV ADS NUMEROUS NONE MINIMAL

RADIO ADS MINIMAL MODERATE NONE

PRINT ADS NUMEROUS MODERATE MINIMAL

WEBSITE VERY INTERACTIVE AND EDUCATIONAL INTERACTIVE AND EDUCATIONAL NONE

POSTERS MODERATE NONE NONE

NEWSPAPERS MODERATE MINIMAL MINIMAL

PRODUCT

GREEN TEA

helps prevent: cancer, rheumatoid arthritis,

high cholesterol levels, cariovascular disease,

infection, impaired immune function, and

boosts metabolism

WHITE TEA

undergo less processing than green tea

leaves

w/no grassy aftertaste

contains more polyphenols that fight and kill

cancer cells

RED TEA, GREEN TEA, AND BLACK TEA

Red tea has no caffeine and can aid in insomnia

and can calm an irritated throat; good source of

calcium

strengthens bodys immune system

rich in fluoride that prevents the growth of

dental plaque

Black tea is the most potent form of

tea: heart tonic, cancer blocker, fat

buster, immune stimulant,

arthritis soother, virus fighter and

cholesterol detoxifier.

STRENGTHS

PROMOTION

APPLE

PRICE

PLACE

PRICE

PLACE BIG SHELF SPACE IN AREAS OF DISTRIBUTION ALMOST AS MUCH SHELF SPACE AS C2 HALF AS MUCH SHELF SPACE AS C2

PROMOTION STRONG AND AGGRESSIVE PROMOTIONS NOT AS AGGRESSIVE MINIMAL PROMOTIONS

PRODUCT NONE

PRICE

PLACE NONE

PROMOTION NONE WEAK PROMOTIONS, COULD BENEFIT FROM MORE AGGRESSIVE MEASURES

IN NEED OF MORE DISTRIBUTION

WEAKNESSES

RELATIVELY SAME PRICE RANGE

RELATIVELY SAME PRICE RANGE

*ALL COMPANIED ARE BACKED BY BIG COMPANIES THAT HAVE ACQUIRED

LOYALTY AND EXPERIENCE THROUGH THE YEARS AND HIGH DISTRIBUTION CAPACITY

HIGH COMPETITION WITH C2

NESTEA