cocochill ppt
DESCRIPTION
marketing mixTRANSCRIPT
PRODUCT LAUNCH
MARKETING
PROJECT
COCOCHILLLICENSE TO CHIL…
Sequence of PresentationIntroduction
Market Research Analysis
Segmentation and Positioning
Product
Pricing
Channel and Distribution
Promotion Strategy
Market segments
Soft Drinks
Artificial Drinks
Aerated Drinks Flavored Drinks
Natural Drinks
Seasonal Drinks All Season Drinks
Juices5%
Pepsi30%
Coke58%
Others7%
Market Share of Beverages in India
Source:ORG-MARG 2001
The CSE Finding CSE tested 12 brands of soft drinks sold in Delhi for the presence of 32 pesticides.
Following standard US methods, three samples of each brand were tested at CSE lab. Results were verified at an independent lab.
All samples had 15-87 times the EU levels of 4 pesticides-DDT and metabolites, lindane, chlorphyrifos and malathion.Other 28 pesticides not detected.
All four pesticides are harmful .They can gradually cause cancer, nerve damage, hormonal changes, DNA mutation and foetal damage.
All Indian brands of Coke and Pepsi contained pesticides but samples bought in US had none.
MARKET SEGMENTATION Geographic Segmentation Region Western, Northern,Central and Southern. Density Urban,Suburban and Rural Climate Hot and humid climate
Demographic SegmentationAge Small children to adults and also old age people.
Social Class Lower, Middle and Upper
Psychographic SegmentationLifestyle Health and Hygiene Conscious
Behavioral Segmentation Occasions – Marriages, Parties, Social Gathering
Benefits – Superior Quality, Economic, Nourishing
User Status – Non user, First-time user, Regular user
Loyalty Status – None, Medium
Attitude toward product – Enthusiastic, Positive
StrengthPureNaturalCheapAvailable in all seasonHealthy Drink
WeaknessPreservation period-Two monthsPeople PerceptionNon availability in bottles
OpportunityRecent Coke-Pepsi FiascoTrend of Health consciousness
ThreatCompetitive marketOpen to copying by competition.
SWOT Analysis of CocoChill
MARKET TARGETING
Single-Segment Concentration
Selective Specialization
Concentrated Market
Single Segment ConcentrationTarget Market
Concentrated Marketing
Segment Leadership
Target Market
Segment 1
Segment 2
Segment 3 Segment 4
Selective Specialization
Segment 5
Select number of segments Diversifying Company’s Risk
Positioning Map High Nourishment
High PriceLow Price
Low Nourishment
TropicanaReal
Pepsi / Coke
OnjusFrooti
CocoChill
Alcoholic Drinks
MARKET POSITIONING Choosing and Implementing a Positioning Strategy
Identifying Possible Competitive Advantages
Selecting the Right Competitive Advantages
USP 100% Natural Low Price Superior Quality Healthy
Communicating and Delivering the Chosen Position
POSITIONING STATEMENT
“ To people of all ages, CocoChill is a 100% natural and healthy coconut water drink, which will give you optimum nourishment and refreshment than any other competitive drink “
4 P’s of Marketing
Product4 P’s of Marketing
Green Coconut Coco-chill Voluminous and hence need big space
Occupies very little space
Needs expert hands to reach the water level by cutting the outer thick green shell with a big sharp instrument which otherwise is dangerous
Very easy- just by removing the cap of tin
Problem in disposal of voluminous shell and its pieces made to reach the water level
Very easy and can be sold out for recycling and thereby providing some amount of money
Long time require to chill the outer green shell before the unsheathed water can be chilled to the required temperature
Packed in cans which can be easily and fast chilled
To have chilled coconut water for a number of persons very big refrigerator space is essential
Very low volume needed
A little larger period of storage of green coconut whether in the open or in the refrigerator changes the color of the outer shell and which looks ugly on presentation to guest
No change at all and packed materials has shell life of 3months
If the coconut water is to be poured in a glass before serving again expertise is essential else contents will pilfer and spoil the area.
Nothing of the sort
Y Coco chillComparison of Green Coconut & Coco-Chill
4 P’s of Marketing
Product
Price
4 P’s of Marketing
Pricing
Step 1: Selecting the pricing objective
Step 2: Determining Demand
Step 3: Estimating Costs
Step 4: Analyzing competitors costs, prices, and offers
Step 5: Selecting a pricing method
Step 6: Selecting the Final Price
PARTICULARS YEAR 1 YEAR 2 YEAR 3 YEAR 4
SALES NIL 6 LACS 12 LACS 18 LACS
PRICE NIL 50 50 50
SALES REVENUE NIL 3 CRS 6 CRS 9 CRS
COST OF GOODS SOLD (-)
NIL 2 CRS 3 CRS 3.5 CRS
GROSS MARGIN NIL 1 CRS 3 CRS 5.5 CRS
DEVP COST 15 CRS NIL NIL NIL
MTKG COST NIL 2 CRS 1 CRS 1 CRS
ALLOCATED O/H NIL 1 CRS 1.5CRS 2 CRS
GROSS CONTRIBUTION
NIL -2 CRS 0.5 CRS 2.5 CRS
Break Even Analysis
Sales Revenue(In Crores)
Sales Volume(Litres)
Fixed Cost
Total Revenue
Total Cost
Break Even
Break Even Analysis
16 Lac5 Lac 10 Lac 20 Lac 25 Lac
8
3
12
18
4 P’s of Marketing
Product
Place Price
4 P’s of Marketing
Channel and Distribution
Our distribution chain is as follows:
Company Distributor Retailer End Consumer
OUR CHANNEL DESIGNING APPROACH
Analyzing with the current market channels.
Understanding the target customer requirement
Decide on what management considers feasible / willing to address
Factors determining the channel structure of ‘COCOCHILL’
REACH
IMPULSE DELIVERY TIME
PRODUCT VARIETY
ADVERTISING
4 P’s of Marketing
Product
Place Price
Promotion
4 P’s of Marketing
PromotionMission
Create AwarenessEstablish Brand Name
MoneyStage in the Product Life cycle Competition Advertising Frequency
Message “License to Chill”
MediaNewspaper TelevisionRadioInternet
THANK YOU
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