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    Why Coco Quench or Nariyal Pani

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    Debasmita Saha
    Coco Quench is a coconut water beverage marketed as a healthy alternative to carbonated drinks. It contains electrolytes and nutrients that provide cooling and hydrating benefits. The document discusses Coco Quench's positioning as a natural health drink for the lower and middle class. It targets both older customers recovering from illness and younger health-conscious customers. The marketing mix includes affordable pricing, wide distribution, and promotions emphasizing Coco Quench as India's first packed coconut water drink.

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    Why Coco Quench or Nariyal Pani

    Uploaded by

    Debasmita Saha
    93 views15 pages
    Coco Quench is a coconut water beverage marketed as a healthy alternative to carbonated drinks. It contains electrolytes and nutrients that provide cooling and hydrating benefits. The document discusses Coco Quench's positioning as a natural health drink for the lower and middle class. It targets both older customers recovering from illness and younger health-conscious customers. The marketing mix includes affordable pricing, wide distribution, and promotions emphasizing Coco Quench as India's first packed coconut water drink.

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    new product development

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    Coco Quench is a coconut water beverage marketed as a healthy alternative to carbonated drinks. It contains electrolytes and nutrients that provide cooling and hydrating benefits. The document discusses Coco Quench's positioning as a natural health drink for the lower and middle class. It targets both older customers recovering from illness and younger health-conscious customers. The marketing mix includes affordable pricing, wide distribution, and promotions emphasizing Coco Quench as India's first packed coconut water drink.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    93 views15 pages

    Why Coco Quench or Nariyal Pani

    Uploaded by

    Debasmita Saha
    Coco Quench is a coconut water beverage marketed as a healthy alternative to carbonated drinks. It contains electrolytes and nutrients that provide cooling and hydrating benefits. The document discusses Coco Quench's positioning as a natural health drink for the lower and middle class. It targets both older customers recovering from illness and younger health-conscious customers. The marketing mix includes affordable pricing, wide distribution, and promotions emphasizing Coco Quench as India's first packed coconut water drink.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 15

    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

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