Go To Market Strategy- Deejay Farms

Agenda • Deejay• Procurement of Coconut• Dimensions to Focus• Product Portfolio • Customer Segment • Channel Strategy• Partners • Requisites

Deejay

Procurement of coconut-State wise Productivity & Production details

State Productivity (nuts/ hectare) Production (mn nuts/annum)

Kerala 7046 6326

Tamilnadu 13133 4867

Karnataka 3139 1210

Andhra Pradesh 8577 892

Maharastra 914548 273.4

Dimensions to focus on

Product Portfolio

Deejay Sampoorna

Deejay PushkalaDeejay

Vishwas

Coconut Water MilkSweetsVinegar

Ice creamOil

ChipsCoir

Customer SegmentRetail Outlets

Corporates (OEM)

Wholesalers / Distributors

Farmers

Channel Strategy-Urban Distribution Network

Deejay

C&F Agents

Redistributing agents

Wholesalers / Distributors

Retailers

Channel Strategy-Rural Distribution Network

Hub & Spoke Model

Draw up a hit list of high potential villages from various districts (HUBS)

Large distributors (Hubs) need to be appointed, they would supply the product from Deejay's depot in large towns and cities.

The hubs would appoint smaller distributors (Spokes) in adjoining area so that the goods can be distributed

Channel Strategy-Direct Channel

Corporates (OEM)• Online• Direct distribution

Farmers (Seeds)• Direct distribution• Rural distribution channel (Hubs)

Other Key PartnersBanks• Tie up with bankers to provide financial assistance to

Farmers ( Nationalised and Private Banks)

Coconut Development Board

Other Government Bodies

Consumers

Online Presence

Application

Marketing Documents

Other Promotional

Activities