Presented ByBabita Shahi Ritu Choudhary Suruchi Singh
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Transcript of Presented ByBabita Shahi Ritu Choudhary Suruchi Singh
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COCOFRESH
Presented by-Babita Shahi (29015)
Ritu Choudhary (29028)Suruchi Singh (29034)
Taveshi Manohar (29036)
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Flow of the presentation
• Why Cocofresh• Defining Industry• Industry Analysis• Porter’s 5 forces• PESTLE• Product positining map• Mobility barriers• Positioning map with two competitors• Value chain of Cocofresh• Competitive advantage
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Why Coco Fresh…..• India is one of the leading producers of coconut in the
world (ranks third) producing 13 million tonnes per annum.• Coconut drink:
– Low in carbohydrates, sugar content– 99% fat free– Rehydrate the body and it is a natural isotonic beverage– It is a nutritious and refreshing health drink and hence a
better alternative to the existing Fruit drinks.• People are now more health and diet conscious.• Very few players are there in coconut water based health
drink manufacturing in India.
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Defining Industry:• Conducted survey.• Sample taken: 100 Respondents.• “COCO Fresh” would be positioned as Health and refreshing
drink so fruit juice industry suits the best industry.
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Survey result : Defining Industry
othersThirst quencherRefreshing drink
Health drinkno response
What do you consider coconut water?
100
80
60
40
20
0
Per
cen
t
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INDUSTRY ANALYSIS
• The total beverage industry in India is estimated to grow at 17% this year.
• Market for carbonated soft drinks in India stood at Rs 7,200 crore in 2007 which plummeted by about 5% for the second consecutive year in 2007.
• With people turning more health conscious, the non-carbonated beverage segment has become one of the fastest growing and most exciting businesses at the moment.
• We would be operating in the fruit juice industry.• Main competitors: Fruit drinks and Fruit based Drinks mainly
Tropicana , Slice of Pepsico, Real of Dabur, Frooti of Parle and Maaza of Coca Cola.
• The demand for fruit juices in the fiscal year 2008-09 was Rs. 6.85 billion. It is expected to be Rs. 10.9 billion in the fiscal year 2014-15.
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Market Share of Different Categories
Category Market Share
Fruit Beverages 66%
Fruit Nectar 7%
Fruit Juices 27%
Market Share of Different players
Real Tropicana Safal Others0%
10%
20%
30%
40%
50%
60% 57%
30%
4%
9%
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PORTER’S FIVE FORCES
Rivalry among existing
competitors
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PESTLE ANALYSIS
• Government RegulationsPOLITICAL
• Inflation• Money supply• Energy/fuel cost• Interest rate
ECONOMIC
•Increase in disposable income•Increasing health awareness•More sophisticated cocktail culture
SOCIO-CULTURAL
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•Flash Pasteurization•CDB Technology
TECHNOLOGICAL
•Food and Drugs Act•Consumer Packaging and Labeling Act•Food safety laws
LEGAL
•Environment friendly packaging
ECOLOGICAL
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PRODUCT POSITIONING MAP
High Price
High availability
Low Price
Low availability
1
SG 1
SG 2
SG 3 Cocofresh
Tropicana
Real
Slice
Maaza
Frooti
Cocofresh
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Mobility Barriers
• Brand Name• Distribution Network• Scale of operations
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POSITIONING MAP WITH 2 COMPETITORS
Frooti
Tropicana
Nutrient Value
Availability
COCO Fresh
Coconut Water
After COCO fresh
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Value Chain: Coco Fresh
Value Chain
Analysis
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Procurement
• From Sakhigopal and nearby areas in Orissa• Around 25000 nuts required per day in the
first year
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• Proximity to raw material suppliers
• Proximity to Domestic customers and export site
• Cost• Infrastructure• Quality of Labour• Other Facilities
Location- Sakhigopal
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MANUFACTURING
• Total capacity of plant : 30 lakh lts of processed coconut water per annum.
• Machineries used: – Coconut water collection tank– Filter– baby boiler– SS Jacketed fettle– autoclave– additive mixing tank– coconut water storage tank – volumetric filling machine.
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Technology
• Hygienic & aseptic environment• Simple technology• Developed and promoted by Coconut Board of
India• 6-7 month old nuts are used
Filtered
through
pressure
filters
Desired
Additives + Sugar
Concentrate is autoclave
d
Cooled
Tetra
packs
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MARKETING STRATEGIES: 5 C’s Analysis
COMPANY
CONTEXT
COMPETITORSCOLLABORATORS
CONSUMERS
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MARKETING STRATEGIES: STP Analysis
Segmentation
• Broad market segment of SEC A and SEC B
Targeting • Health conscious
people, the youth who consider going natural as fashionable.
• Institutional buyers like airlines, railways, upmarket restaurants and hotels
Positioning
• As a health drink that is extremely nutritive and also highly refreshing.
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MARKETING STRATEGIES: 4 P’s Analysis
PRODUCT
•Differentiated product.•Shelf life : 6 months.•Accreditation FPO and other quality control certifying agencies like HACCP.
PRICE
•Initially in tetra packs of 200 ml and 1 lt capacity priced at Rs. 15 and Rs. 85 respectively
PROMOTION
•Push strategy•Heavy Advertisement.
PLACE
•Pan India market coverage•Distribution channels and centres•Place our product mainly in modern retail format stores, hypermarkets
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Chairman and Board of Directors
CEO
Marketing and sales (General manager)
Production (General Manager)
Administration (General Manager)
Procurement(Manager)
Manufacturing & Quality control (Manager)
Marketing (Manager)
Sales(Manager)
Finance (Manager)
HR (Manager)
Supervisor
Staff
Plant Executive
Supervisor
Staff
Quality Executive
Staff
Executive Executive Executive Executive
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FINANCIAL ASPECTS
Land -1500000
Buildings -3500000
Plant & machinery -10000000
Contingencies -500000
Preliminary pre-operative expenses -800000
Working capital margin -4701562.5
total investment -21001562.5
Sources: CDB
Investment
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Raw material 10,000 coconuts
Final Products 2000 lt
Yield
CAPITAL STRUCTURE
Equity 5250390.625
Term Loan 10500781.25
CDB’s credit link subsidy 5250390.625
Total 21001562.5
IRR: 27.316 %Break even Capacity : 37.44
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Competitive Advantage
• Coco Fresh is the first “packaged coconut water” going to be launched at National level
• First Movers advantage• Differentiated product
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THANK YOU
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BACKUP SLIDES
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ACTIVITIES TASKS
PROCUREMENT • Procurement of quality coconuts.• Maintaining good suppliers relation.• Warehouse management.
MANUFACTURING • Cost effective processing.• Standard and customized packaging.
QUALITY CONTROL • Regular quality check at procurement and processing.• Hygiene maintenance.
MARKETING AND SALES • Timely delivery of product.• Maintaining good relation with wholesalers.• Promotion.• Customer feedback.
FINANCE • Asset management.• Financial decisions.• Maintaining proper records.
HUMAN RESOURCE • Recruitment / Training.• Employee welfare.• Coordination between departments.
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• . At present the coverage under coconut is 46690 ha with average annual production of 33 nuts per palm and total production of 2742 lakh nuts.
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Demand for Fruit Juices in IndiaYear Rs (billions)
1995-96 1.62
2000-01 2.48
2001-02 3.55
2002-03 3.95
2003-04 4.35
2004-05 4.80
2005-06 5.30
2006-07 5.80
2007-08 6.30
2008-09 6.85
2009-10 7.40
2014-15 10.90
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Product Qualities• sterile, nutritious, thirst
quenching health drink for all ages
• enormous therapeutic properties
• natural sugars, salts, and vitamins and is low in fat, calories and has no cholesterol
• highly rejuvenating tonic• the same level of electrolytic
balance as we see in our blood
pH 4.5
Total solids 4.71 g/100 ml
Sucrose 1.28 g/100ml
Total sugar 2.08 g/100ml
Ash 0.62 g/100ml
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Sources of Availability of Plant and Machinery
• S.P. Engg. Corporation, Easalganj, Kanpur,U.P.
• Ace pack Machines, Coimbatore
• Perfect Machine Traders, Kuruppam Road,
Trichur-680 001
• Equipment Agencies, Kallai Road, Calicut