Business PlanBP

“We are into this business to earn money, generate

employment and ensure quality prices to farmers and quality product to customers.”

• Company name :- CoCofresh agro.

• Place :- Kumarakam, Kottayam

• Company Business- The project is based on the

processing of "coconut water “with flavors the packaging of

the same in tetra packs add sell them.

COMPANY PROFILE

Why this location

• We benefit coconut farmers in Kottayam district.

• We buy coconuts from them at a competitive

rate, process ,pack and sell them.

MISSION

“To be a leading producer of coco water based beverages using the natural essence of coconut and hygienic process, dynamic leadership and commitment to our partners and stakeholders.”

VISION

“To be India’s Premier coconut water Company, offering nutritious & superior quality tasting drinks to its consumers. By 2016 we aim to achieve 15% of Market Share, and while doing it we would be the best in terms of consumer value, customer service and consistent and predictable growth.”

Why coconut water?

• Widely acknowledged as a health drink

• Whole year demand in market.

• Less wastage and more usage.

• Possibility for expansion into other products.

• Eco friendly product no environmental harm.

Numerous medicinal properties in coconut water

• Excellent tonic for the old and sick

• Effective in the treatment of kidney and urethral stones

• Kills intestinal worms, small pox, chicken pox, measles,

etc.

• Good for feeding infants suffering from intestinal

disturbances.

• Oral rehydration medium Keeps the body cool.

Uses of Coconut

Domestic Uses

Industrial Uses

Opportunity & Market

• Branded fruit beverage market in India is estimated to be

worth Rs. 1,200 crores( drinks and juices combined)

• Fruit drinks as a category is growing at 18-20 per cent,

carbonated soft drinks are growing at 6-8 per cent.

• Unique type of health drink

• More than 90 % of sales occur through the unorganized

route - juice centers, street corner shops and so on.

Target Market…

Primary Market:-– Kids – Fond of Fruit Juice (fond of mango, strawberry)

– Teens – More experimental

– Youth – Experimental and more buying power

– Working People

– Housewives

– Elderly people

Secondary Market– Travel Industry– Airlines, Railways and Local Transport Systems– Recreational– Movie Theatres, Malls, Amusement Parks.– School, Colleges– Hotels, Restaurants, Bars etc.

Market Segmentation

Variables Used for Segmentation

• 1) Geographic variables

• 2) Demographic variables

• 3) Psychographic variables

• 4) Behavioral variables

Current Competitors…

Jain Agro foods Pvt. Ltd – Bangalore

(Karnataka).

Sakthi Coir Export – Coimbatore

(Tamil Nadu).

Pure Tropic Manufacture – Tirupur

(Tamil Nadu).

Sri Jayalaxmi Foods – Ahmedabad(Gujarat).

Noval Products –Pondicherry

Strength

Adequate availability of rawmaterials.

High consumer retention rate . Natural Product. W e a k n e s s

Seasonal availability of fruits Brand acknowledgement Late entry into the market.

SWOT Analysis

O p p o r t u n i t y

Participation with a growingindustry.

Competitive advantage overcarbonated soft drinks.

Success of incredible Indiacampaign

Champions league in 2011

T h r e a t s

Unstable government policiesRising Global Warming

MARKETING MIX

PRODUCTCOCO FRESH is a 100 percent coconut

water which will be produced and marketed

by Coco Beverage Ltd.

BRAND NAME: COCO FRSEH.

COCO FRESH in three flavors :-

Coco FRESH ( Normal )

Coco FRESH ( Sugar Free )

Coco FRESH ( Mango Flavors )

All Above Three are available in 180ml &

560ml .

PRODUCT LIFE CYCLEOur product lie in Introduction Period of PLC

Low sales

High costs per customer

Negative profits

Innovator customers

Few competitors

Objective: To create awareness of product

Offer a basic product

Selective distribution

Awareness – dealers and early adopters

Induce trial via heavy sales promotion

P R O J E C T L O C AT I O N

Distribution Channel

PRICING

As a new comer our pricing strategy is to introduce

our products in the market at lower prices so as to

create huge demand in the market and then compete

with other competitors.

100ml - Rs20

The factors which will contribute to the success for our juice demands in market:

• High consumer retention rate

• Price, a competitive advantage

• Natural product

• Great distribution network

• Well – Health product

Factors…

Change beverage choices in vending machines at school and collages

Assess the financial impact on school and collage profits

Identify approaches to promote healthful beverage choices and maintain profits for schools and collages

Promotional Ideas

Web Marketing…Facebook :-

Creating a community on facebook.

Creating a Fan page on facebook.

Twitter :-

Regular tweets on product and eventupdates will ensure interactivity.

Processing

Warehouse

Tetrapack

Unit

Stalls

and

Shops

Farmer

Customer

Transported by rented truck

Transport and Processing

Purchase

Transported by rented

truck

Coconut Water

Processing

TetraPacked Water

Processing of CoCofresh

Financial Data

• Form of business : Partnership

• Total cost of the project :

Plant Capacity : Processing of 5000 liter per day

• Means of financing : 50% through partner’s capital

50% through loan

• Major raw material : Coconut

• Total number of workers : 25

• Depreciation rate : WDV @ 15%