Group members

• Vivek Bajaj 03• Parambodh Chordia 07• Megh Mehta 26• Viraj Shah 44• Ankit Vaishnav 55• Aayushi Yadav 59

Tender Fresh

Overview

• Tender Fresh manufactures and exports Tender Coconut water and other coconut products

• Manufacturing plant in Kerala

• We export to places like China, Europe, USA & UAE

Manufacturing & Exports• We intend to follow the Amul`s strategy for procuring

raw materials

• Purchasing Coconuts from different places in South India

• Process Coconut water in Kerala and pack it in Tetra-packs, Tins & Plastic Bottles

• Recycling the waste and make subsidiary products such as coconut rope

Coconut IndustryStrengths of the Indian Coconut Sector • One of the largest producers of coconut in the world –

Sufficient raw material surplus.

• Quality of Indian coconut product enjoys good reputation.

• Access to good technologies

• Dominant ethnic population in the Gulf, UK and US

• Being a natural and eco friendly product, coconut industry has a future and potential .

Coconut industry

Health Benefits

• Increasing rehydration• Boosting the immune system• Decreasing heat stroke • Increasing blood circulation in diabetics and anti-aging

treatments.• Coconut water nutrition comes from the fact that it’s a rich

source of vitamins and minerals

Products• Main product: Pure Coconut water• Coconut water in different flavors• Coconut oil• Coconut coir• Desiccated coconut • Copra• Coconut shell charcoal

Challenges

Weakness • Lack of exposure to the international market and its specific

requirements

• Lack of market penetration

• Competing countries of South East Asia have already an

established presence in important international markets and have cost advantages

• Supply side is highly disorganized and fragmented .

Distribution

• Tie–ups with MNC`s such as Wall Mart and other local retail store outlets.

• Partnership with GNC (General Nutrition Centers) , gymnasium ,health centers etc.

• Appointing agents for sales of our product in retail stores

• Building contact with local distributors and suppliers

Marketing

• Participation in trade, fairs and exhibition

• Marketing based on health benefits of coconut water

• Distributing free samples of packaged coconut water in retail stores

• Using Social media (Facebook)

Three- faced- Competition

Domestic competition:

Angel pearl, tender coconuts, pure tropic

Major exporting countries:

Brazil, Indonesia, Philippines

competition from host countries market :

Vita coco, one, zico

Packaging• Attractive containers & plastic bottles which will appeal in

foreign market

• It will help in easy transportation & handling

• It will preserve the quality & will not be effected by adverse whether conditions

Pricing

• Penetrative pricing policy

• Reasons:

– To compete in international market– To achieve competitive advantage– To increase market share– To sustain in the market for long time

Schemes & Incentives• Packaged coconut water has been included in the Focus Product

Scheme and made eligible for 2% incentive

•  Coconut shell worked & copra, has also been included for special benefit under Focus Product Scheme

• Coconut products such as coconuts (fresh, dry), coconut oil, desiccated coconut, coconut shell un-worked, have been already brought under VKGUY (5%)

• Coconut products are also eligible for 1% to 6.3 % DDB

• Coconut oil is entitled to 1.5 per cent under Duty Entitlement Pass Book Scheme