Why Coco Quench or Nariyal Pani

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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Why Coco Quench or Nariyal Pani

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