Escolar Documentos
Profissional Documentos
Cultura Documentos
Practices
Topic:- FMCG Sector
Marketing strategy
Company profile
Marketing analysis
SWOT analysis
Situational analysis
Marketing mix
STP
Manufacturing process
Future plan
Projected profit & loss
COMPANY PROFILE
COMPANY NAME: Koko Lite Pvt Ltd
FIRM: PARTNERSHIP FIRM
ADDRESS: PLOT NO.33,
Behind civil station compound,
Palakkad -678001 ,Kerala.
PARTNERS:
Dipti,Aakanksha,Vidya,Deepa,Gayatri,
Komal
INDUSTRY: FMCG
PRODUCT: Koko Lite - “one natural
experience”
LAUNCH ON : 1st April,2010.
Market analysis
Despite the economic recession,
the Rs 86,000-crore Indian FMCG
industry is expected to register a
double digit value growth in the
last quarter of 2008-09.
There's no clear trend for margins
as different companies will post
different margins depending
upon the commodity prices
EMERGING BEVERAGE
TRENDS
SWOT ANALYSIS
STRENGHTS WEAKNESS
OPPORTUNITIES THREATS
Situational Analysis
Situational analysis means data
on sales, cost, the market,
competitors and the various
forces in the macro environment
Competitors
Panchranga group
Size- 200ml
Marketing Mix
Price
M.R.P Rs- 15/-
Cash Discount Allowed- 5%
Marketing Mix
Promotion
Ads in Newspapers and Best Bus
Coconut Festival
Colleges
Free Samples
Pantry Car
Tie up with ‘Dosa Plaza’
Marketing Mix
Place
Channels- Wholesalers, Retailers &
Agents
Coverage- Mumbai
STP
Segmentation
Geographic Region: Mumbai (near by areas like
pune,nasik, thane)
City or Metro Size:
Density- urban , suburban
Demographic age – suits to all age groups
Income- above Rs.10000
Social class – social economic class a b middle class,
upper middle class
Benefits – quality, economic
User status – non user, ex- user, potential user, first
time user
Usage rate – light user, medium user, heavy user
Readiness stage – unaware, aware, informed,
interested, desirous, intending to buy
target
Single segment concentration
The firm gains a strong
knowledge of the segment’s
needs
Achieves a strong a strong market
presence
If it captures segments
leadership, the firm can earn a
high return on its investment.
Positioning
Positioning by product attribute 2
min noodle and now they r
health product
Real juice, frooty
What specific benefit that product
offers
Its not fast
It needs times to get place in
minds of customer
Manufacturing process
MAIN MOTTO – Distribution of coconut water to
the consumer in tetra packs without affecting
its natural properties.
Micro filtration process
The new technology is essentially a micro
filtration process; the water filters through a
medium, such as porcelain or a polyacrylic gel,
that retains all microorganisms and spores and
renders the permeate commercially sterile
Nine-month old (approx) coconuts are harvested;
the water is extracted, inspected and then
passed through a coarse filter to remove solids
and particulates. The standard procedure is to
verify each opened nut prior to emptying it into
a stainless-steel pail.
Tetra packaging machine
Future plans
Currently we are only operating in
Mumbai and its near by regions,
in future we will try to reach out
other metropolitan cities.
Tie up with PepsiCo to reach out
further parts of India through
their distributional channel.
Thank You