Globsyn Business School(Kolkata)-PGPM 10 Sec B LG 5(Packaged Coconut Water)

8/2/2019 Globsyn Business School(Kolkata)-PGPM 10 Sec B LG 5(Packaged Coconut Water)

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Business Research Methods

Project Name: Packaged Coconut Water


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Page 2

Introduction of Team NATURE CoCo

Soumyadip Das

Bidisha Mitra Sunita Sahu

Mariya Quibtiya

Arpita Sanyal

Koushik Biswas

Shruti Suman Sinha Namrata Bhattacharya

Priyankita Sen

Susmita Dey


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DATE LGSEC

B 5

PRODUCTION

CREATED UNDER

www.naturecoco.hpage.com

GLOBSYN BUSINESS SCHOOL

24.02.2012

FACULTY ASSISTED Prof. DEBRAJ DATTA

Objective: Exploring the feasibility of Packaged Coconut Water

in West Bengal

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2

Research Planning


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1

2

3

4

100% Natural Coconut Water and

availability will be in Tetrapak of

200/500mlHygiene Factor

Affordable Price

Research Planning

Start-up / New Concept in West

Bengal

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Management Dilemma

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1) Whether to setup new business for

Packaged Coconut Water or not in West

Bengal?

2) Whether to rely on Own production or

Leverage on third-parties?3) How to attract Customers?

4) Should we go for flavoured Packaged

Coconut Water?

5) Whether the project is feasible and

establishes the risks and key success

measures?

6) What should be our business model?

7) What is the area or group of people in

which I will be providing my services?

8) What is the target market for the

product, if any, in which it is required to

cater into?

Step:1

Management DilemmaManagement Dilemma

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Management QuestionsResearch Questions

Investigative Questions

Measurement Questions

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IDEA

Feasibility Test

Q.1. Is there a Demand for Packaged Coconut Waterin West Bengal?

Step:2

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Q.1.1. To which Target Group shall will focus to

serve our product and also to observe the demand

criteria considering some demographic factors?

Q.1.2. Whether there is an abundant supply of

Coconut Water in West Bengal or not?

Step:3

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Q.1.1.1. Q.1.1.2.

Which age group is

more interested in

packaged Coconut

Water?

Does the demand of

Coconut Water

depend on the Gender

factor?

Does the preference

for Coconut Water

depend on the Income

Level of Customers?

Q.1.1.3.

Step:4

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Q.1.1.1.1 Q.1.1.2.1 Q.1.1.3.1

Whether they would

like to prefer Coconut

water over any other

substitute products?

Observe which gender

rely more on Coconut

water over the

substitute products?

Do people prefer butcant afford for

Coconut Water

because it is highly

priced?

Will they prefer to go

for the Packaged

Coconut Water if it is

priced less?

Step:5

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Data Collection

Design

Primary data (Survey research) Secondary data [Web], [Web2]

11
http://coconutboard.nic.in/http://www.nutrition-and-you.com/coconut-water.htmlhttp://www.nutrition-and-you.com/coconut-water.htmlhttp://coconutboard.nic.in/


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Data Collection

Method

12

Online (questionnaire) data collection procedure Offline (questionnaire) data collection procedure
http://questionnaire.docx/http://questionnaire.docx/https://docs.google.com/a/globsynbschool.com/spreadsheet/viewform?formkey=dFBuZTFocGpLYjRROWk2cHRoSVZRZ1E6MQhttps://docs.google.com/a/globsynbschool.com/spreadsheet/viewform?formkey=dFBuZTFocGpLYjRROWk2cHRoSVZRZ1E6MQhttps://docs.google.com/a/globsynbschool.com/spreadsheet/viewform?formkey=dFBuZTFocGpLYjRROWk2cHRoSVZRZ1E6MQhttps://docs.google.com/a/globsynbschool.com/spreadsheet/viewform?formkey=dFBuZTFocGpLYjRROWk2cHRoSVZRZ1E6MQhttps://docs.google.com/a/globsynbschool.com/spreadsheet/viewform?formkey=dFBuZTFocGpLYjRROWk2cHRoSVZRZ1E6MQhttp://questionnaire.docx/


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Sampling Method

&

Sampling Size

13

Cluster sampling, Convenient sampling, Random sampling Sampling size: 326 (Combining both online & offline data)
https://docs.google.com/a/globsynbschool.com/spreadsheet/viewform?formkey=dFBuZTFocGpLYjRROWk2cHRoSVZRZ1E6MQhttps://docs.google.com/a/globsynbschool.com/spreadsheet/viewform?formkey=dFBuZTFocGpLYjRROWk2cHRoSVZRZ1E6MQhttps://docs.google.com/a/globsynbschool.com/spreadsheet/viewform?formkey=dFBuZTFocGpLYjRROWk2cHRoSVZRZ1E6MQhttps://docs.google.com/a/globsynbschool.com/spreadsheet/viewform?formkey=dFBuZTFocGpLYjRROWk2cHRoSVZRZ1E6MQhttps://docs.google.com/a/globsynbschool.com/spreadsheet/viewform?formkey=dFBuZTFocGpLYjRROWk2cHRoSVZRZ1E6MQhttps://docs.google.com/a/globsynbschool.com/spreadsheet/viewform?formkey=dFBuZTFocGpLYjRROWk2cHRoSVZRZ1E6MQhttps://docs.google.com/a/globsynbschool.com/spreadsheet/viewform?formkey=dFBuZTFocGpLYjRROWk2cHRoSVZRZ1E6MQhttps://docs.google.com/a/globsynbschool.com/spreadsheet/viewform?formkey=dFBuZTFocGpLYjRROWk2cHRoSVZRZ1E6MQ


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Data Analysis

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https://docs.google.com/a/globsynbschool.com/spreadsheet/viewform?formkey=dFBuZTFocGpLYjRROWk2cHRoSVZRZ1E6MQhttps://docs.google.com/a/globsynbschool.com/spreadsheet/viewform?formkey=dFBuZTFocGpLYjRROWk2cHRoSVZRZ1E6MQ


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Graphical Representation

15

24%

21%

15%

36%

4%

Kind of cold beverage that would appeal most

(a) Fruit Juice

(b) Lime Water

(c) Coconut Water

(d) Cold Drinks

(e) Others-(Water/Beer/Tea/Cold Coffee)
https://docs.google.com/a/globsynbschool.com/spreadsheet/viewform?formkey=dFBuZTFocGpLYjRROWk2cHRoSVZRZ1E6MQhttps://docs.google.com/a/globsynbschool.com/spreadsheet/viewform?formkey=dFBuZTFocGpLYjRROWk2cHRoSVZRZ1E6MQhttp://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/


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0 50 100 150 200 250 300

(a) Yes

(b) No

(c) N/A

(a) Yes (b) No (c) N/A

Series1 256 23 47

Customer Preference

(if choice of Coconut water is given)

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0

50

100

150

200

250

(a) Positive / Thumbs Up (b) Negative / Thumbs

Down

(c) Neutral / Ok-Ok

Series1 210 51 65

No.ofresponde

nts

How would the idea of Packaged Coconut water appeal to you, 100% Natural &

hygienic without any preservative available in small Tetrapak of 200ml and 500ml?
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92%

8%

Even if other beverages like: carbonated drinks, preservative juices are avialable in the

market would you still advise your children / family members to go for it?

(a) Yes

(b) No

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http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/


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0

50

100

150

200

250

(a) 10-15 (b) 15-20 (c) More than 20

Series1 212 102 12

Budgetintermsof

(

)

Estimated Customer's Budget for a 200ml of 100% Natural & Pure Coconut Water in

Tetrapak?

19

http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/


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0 50 100 150 200 250

(a) Local Shops

(b) Retail Stores

(c) Super Market

(d) Others-Canteen of School, Office, etc.

(a) Local Shops (b) Retail Stores (c) Super Market(d) Others-Canteen of

School, Office, etc.

Series1 227 98 51 11

Customer Generally visit to buy Cold Beverages

20

http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/


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53%

47%

Gender

(a) Male (b) Female

21

http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/


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34%

40%

21%

5%

Age-Group of Respondents

(a) 16-26 (b) 26-40 (c) 40-60 (d) More than 60

22

http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/http://nature%20coco%20descriptive%20stats..xlsx/


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Iv: Income Level

Dv: Customer PreferenceHo: Customer Preference is

independent of Income

Level

H: Customer Preference isdependent on Income Level

df: 3p-value: 0.05

Tabulated 2: 0.830Decision: H is accepted

Project report (Chi-square Analysis)

23

Preference with income level Preference with age group

Iv: Age Group

Dv: Customer PreferenceHo: Customer Preference is

independent of Age Group

H: Customer Preference isdependent on Age Group

df: 3

p-value: 0.05Tabulated 2: 0.117Decision: H is accepted
http://chi-test%20excel%20datasheet.xlsx/http://chi-test%20excel%20datasheet.xlsx/


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Initial Cost Report*

24

Start-up Cost Amount( )

Land & Building (Area Space) 30,00,000

Equipments (Plant & Machinery) 15,00,000

Registration of Business & Business License 1,00,000

Hygiene Inspection & Certificate 50,000

Raw Materials & Ingredients for 1 month 8,00,000

Initial Production Promotion 1,50,000

Staff Salary & Training for 1 month 5,00,000

Packaging 5,00,000

Total Amount 66,00,000

*Note: Numerical are taken hypothetically, and other operating costs,financial cash flows are excluded for the time being.


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Map: Showing area of operation

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Management Decision

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1

2

3

Targeting the Mass Market

Health Positioning Strategy

Focusing more on the age group between 16-59

Management Decision

4 Product Tag price would be 14/-

27

Step:6


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Website: www.naturecoco.hpage.com

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For suggestions/feedback, mail us at:

[email protected]

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http://www.naturecoco.hpage.com/http://www.naturecoco.hpage.com/


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Thank You

Documents

Globsyn Business School(Kolkata)-PGPM 10 Sec B LG 5(Packaged Coconut Water)