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7/29/2019 Why Coco Quench or Nariyal Pani
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WHY COCO QUENCH ORNARIYAL PANI?????
Because: ...It's Cool...It'sFresh...It's Healthy
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PRODUCT SNAPSHOT
*Coconut water is also known as Fuel for Life due to
its high benefits for the body.
*The water of COCO QUENCH, technically the liquid
endosperm, is the most nutritious wholesome
beverage that the nature has provided for the people
of the tropics to fight the sultry heat.
* It has caloric value of 17.4 per 100gm.
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*Keeps the body cool
*Cures malnourishment.
*Excellent tonic for the old and sick
*Oral rehydration medium
*Contains organic compounds possessing growth promoting properties
*Good for feeding infants suffering from intestinal disturbances.
*Application on the body prevents prickly heat and summer boils and subsides the
rashes caused by small pox, chicken pox, measles, etc.
*Kills intestinal worms
*Effective in the treatment of kidney and urethral stones
*Can be injected intravenously in emergency case.
*Found as blood plasma substitute because it is sterile, does not produce heat, does
not destroy red blood cells and is readily accepted by the body.
*Aids the quick absorption of the drugs and makes their peak concentration in the
blood easier by its electrolytic effect.
*Urinary antiseptic and eliminates poisons in case of mineral poisoning, etc
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STP OF COCO QUENCH
SOFT DRINK HEALTH DRINK
LOWER ANDMIDDLE CLASS
For YOUTH ANDMIDDLE AGED
SEGMENT
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TARGET
Above the age of 30
Working people who rarely have
time to look after their health.
Patients recovering from health
anomalies (diarrhea, chicken pox
etc) as it act as a blood purifier.
PRIMARY
TARGET
Youths below the age of 30.
Health conscious youths. Try to take on the carbonated
drinks market.
SECONDARYTARGET
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POSITIONING
SYNONYMOUS
TO COCONUTWATER
ACCESSIBLENARIYAL PANI
100%NATURAL
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MARKETING MIX
PRODUCT
*Nature's Own Soft Drink (all health - no fizz)
*Easy to carry
*Easier take away
*Can refrigerate for use afterwards
*Disposable -Eco Friendly
*Hygienic
*Standardized rates
*Economically Priced
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PRICE
PLACE
*200 ml @ Rs 10*6000ml @Rs 30
*Skimming pricing is done to create market and
to fit reasonably at the cost ofnariyal pani
*The preliminary edge of beginning would be
from Orissa
*Availability at hospital canteens, restraurants,
gyms, college canteens, juice parlours,etc
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PROMOTION
PRINT MEDIA
Nariyal pani-100%
natural.
ELECTRONIC MEDIA
Sponsors
programmes on
SonyEntertainment
Television, Z
Talkies, Headlines,
Aajtak, MTv, Star
Plusetc with an
advertisementportraying
instinctive
availability and
health.
SALES PROMOTION
An initial discountof Rs 8 to the
combo purchase of600ml .
200ml pack free
with 2ltr bottle of
coke.
FACE TO FACE
Demo
Tie-up with
hospitals,gyms,etc.
point of purchase
display
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Promotional message
planning *Indias first packed nariyal pani*Stay in shape and be healthy*Use of local language for communication
*Informational appeal- added glucose, no colour and
preservatives
*Emotional benefit- safe , natural, healthy and
refreshing
*COCO COLA- a trusted source of information
*No other endorsers were used
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STRENGTH*Health oriented
*Better than other beverages*Big brand visibility
*Affordable price
WEAKNESS
* Limited market share as compared tocompetitors
*Novelty would need time for acceptance
OPPORTUNITIES
*Growing tetra pack juice market
*Growing health consciousness
*Tie-up with hospitals, gyms,etc
THREATS
*competitors like Dabur, Parle agro, Delmonteetc
*substitute products-Real fruit
juice,Frooti, fresh fruit juice, aerateddrinks, etc
SWOTanalysis
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