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
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