WHY COCO QUENCH OR NARIYAL PANI?????

Because: ...It's Cool...It's Fresh...It's Healthy

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.

*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

STP OF COCO QUENCH

SOFT DRINK HEALTH DRINK

SEGMENT
LOWER AND MIDDLE CLASS For YOUTH AND MIDDLE AGED

TARGET
PRIMARY 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.

SECONDARY TARGET

Youths below the age of 30. Health conscious youths. Try to take on the carbonated drinks market.

ACCESSIBLE NARIYAL PANI SYNONYMOUS TO COCONUT WATER 100% NATURAL

POSITIONING

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

PRICE
*200 ml @ Rs 10 *6000ml @Rs 30 *Skimming pricing is done to create market and to fit reasonably at the cost of nariyal pani

PLACE
*The preliminary edge of beginning would be from Orissa *Availability at hospital canteens, restraurants, gyms, college canteens, juice parlours,etc

PROMOTION
PRINT MEDIA Nariyal pani-100% natural. ELECTRONIC MEDIA SALES PROMOTION An initial discount of Rs 8 to the combo purchase of 600ml . 200ml pack free with 2ltr bottle of coke. FACE TO FACE Demo Tie-up with hospitals,gyms,etc. point of purchase display

Sponsors programmes on

Sony Entertainment Television, Z Talkies, Headlines, Aajtak, MTv, Star Plus etc with an
advertisement portraying instinctive availability and health.

Promotional message nariyal pani planning *Indias first packedbe healthy *Stay in shape and
*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

STRENGTH
*Health oriented *Better than other beverages *Big brand visibility *Affordable price

WEAKNESS
* Limited market share as compared to competitors *Novelty would need time for acceptance

SWOT

analysis
OPPORTUNITIES
*Growing tetra pack juice market *Growing health consciousness

THREATS

*competitors like Dabur, Parle agro, Del monteetc *substitute products-Real fruit juice,Frooti, fresh fruit juice, aerated drinks, etc

*Tie-up with hospitals, gyms,etc