MARKETING ASSIGNMENT

Name of the company: NBC pvt. (Natural Beverage Company)

Name of the product: “COQUA” coconut fresh.

Mission: Natural drink for everyone.

Objective: To serve the fresh coconut bottled drink to every hand at a reasonable price.

Product Outline: The product what we going to introduce in the market is a beverage one. It is basically bottled coconut water. Our product will be in the market with the name of “COQUA” This is actually a natural beverage product. It comes from the coconut water. After hacking an immature coconut from the bunch we are going to bottle it and serve to every customer. This is not only the coconut water but also with sugar and flavor. This product will be in glass container. Ingredients of this product is coconut water, carbohydrates, dextrose powder and also some minerals like calcium, magnesium etc.

Product’s Attributes: Our product contains following attributes among many other attributes:• Contains organic compounds possessing healthy growth;• Keeps body cool at the proper temperature;• Orally rehydrates your body, it is an all natural isotonic beverage;

• Raise metabolism;• Promote weight loss;• Cleanse digestive system;• Detoxify and fights viruses;• Control diabetes;• Treat kidney and urethral stones;• Boost poor circulation;• More nutritious than any other soft drink;• More healthy than orange juice;• Pure, full of natural sugars, salts and vitamins to ward off fatigue.

Product limitations and solutions: Our product has some limitations and we got some solution also. Once exposed to air, coconut water begins to ferment, and rapidly loses most of its organoleptic and nutritional characteristics. To eliminate the risk of bacterial growth, commercial bottlers are forced to sterilize the product using high-temperature/short-time pasteurization (the same technology used in long-life milk), which destroys some of coconut water’s nutrients and almost all of the flavor. But now we have the solution of this problem .A simple cold preservation technology appropriate for small and medium-sized agro-industries that allows us to produce bottled coconut water which, under refrigeration, stays fresh for from 10 days to three weeks. That is long enough to satisfy domestic retail markets and to allow export to developed countries, where good quality coconut water is in growing demand.

Product’s processing technology: The starting point is selection of coconuts suitable for processing. Key considerations are the variety and the fruit’s stage of maturity: maximum yields of water, of around one litre, are consistently obtained from nine-month old coconuts. Quality also depends on how carefully the coconuts are harvested. Bunches should be lowered to the ground with a rope, not cut and dropped, to avoid the risk of cracking the internal shell .Research said that , water collected from coconuts that had been dropped from a height of 8 m suffered high levels of spoilage.

Research indicates that coconut water of good drinking quality is clear and colourless, with pH of 5 to 5.4 and a Brix level (a measurement of sugar concentration) of 5 to 6.5. Per millilitre, it should have a total microbiological count of less than 5,000, less than 10 of coliform bacteria, and zero faecal coliform. For small-scale processors without access to a laboratory for microbiological testing, the manual recommends some simple measures, such as checking the product for traces of fermentation or foreign objects, and giving it a “nose test” - a rancid odour, for example, indicates that the small quantity of fats in the liquid have oxidized.The guide points out that “coconuts are living material”, and continue to breathe after harvest: “The higher the temperature of a coconut at harvest, the more rapidly will it respire in the post-harvest phase and the more rapidly will its constituents undergo physiological changes, leading to deterioration.” A range of other factors can negatively

affect the quality of coconut water. During production, they include contamination by pesticides residues, and heavy metals entering the fruit through soil or water. Post-harvest, micro-organisms can be introduced through improper handling and processing, leading to rapid fermentation.Even under ideal conditions, water should be extracted within 24 hours of harvest. During inspection, poor quality coconuts - those with cracks, cloudy water or a rancid odour - should be rejected, while those of good quality need to be kept on clean surfaces to avoid contact with soil and chemical agents, and stored away from the sun. Selected coconuts should then be washed in potable water to remove dirt, debris or other forms of surface contamination, and sanitized in a 1% bleach solution for at least 15 minutes. Finally, the coconuts should be transferred to a clean surface, off the ground, and air-dried. Now comes the easy part: extracting the precious liquid. That is done by first trimming the husk with a sanitized stainless steel cutlass, then opening the shell. The water inside is decanted into a sanitized container equipped with a strainer lined with a sanitized silk screen or cotton cloth. The filtered water should be promptly transferred to a cooling tank and cooled to 4°C, or placed in a freezer for three to four hours. Where large volumes of coconut water are to be bottled, the use of a refrigerated cooling tank for rapid cooling is highly recommended. Waste material - mainly husks - must be removed from the processing environment and promptly disposed of.The water must be quickly bottled and sealed - in bottles that have been rinsed in potable water and sanitized for 15 minutes - then stored in a chiller at 4°C. The bottling facility needs to be clean and “free of animals, insects, dust or garbage”, and physically separate from area where the coconuts are cut open.“Bacteria and yeasts are the main micro-organisms that threaten freshly bottled coconut water,” the FAO guide says. It is critical, therefore, that the temperature of the bottled water be kept at between 0 and 4°C during transportation in order to preserve quality and to prolong shelf-life. Finally, the manual advises, processors need to make sure that their product is handled with care after delivery: “Monitor retail outlets to ensure that the bottled coconut water is stored at the correct temperature and away from direct light”.

FIG: Product’s processing unit. Product’s Market Segmentation:

As we are the marketer of a beverage product so we have to be careful in segmenting our market. We have segmented the market on different bases as nowadays the marketers are increasingly using the multiple segmentation bases in an effort to identify better consumer groups.

At first we will make a geographical segmentation of Coqua. In this base of segmentation we will emphasis on the big cities of our country as a number of actual buyers are there. As our country is a smaller one so we think it is not necessary to take efforts to establish the product regionally.

The second base of our segmentation is the demographic segmentation. In this process we will segment the market in the basis of age and income. With this segmentation process we will target the young people and also the mid and high income people. Our products price will be a reasonable one to attract and retain our target market. We think that we will be able to attract a large number of consumers with this segmentation.

As Coqua is a beverage product we are considering that people from different age groups will take it except some patients of high blood pressure and cholesterol.

This product can be taken by all. Because our product price is lower than any other beverage company. A bottle of coconut water will be cost 8-10 taka.

Our product is for all kind of social class .This product is for upper, middle, and lower class people. The people who want to remove their thirst by natural product.

Competitors: Product’s competitors are all kind of cola, beverage, water and also those products which remove thirst. May be our main competitors are energy drink’s manufacturers like RC COLA, SPRITE, COCA COLA, FUNTA, LEMU, MOJO etc and also juice such as, SEZEN, PRAN , BD JUICE,SLICE etc. And also natural water like MUM, FRESH, JIBON, DUNKAN etc.

POSITION STATEMENT FOR COQUATaste Redefined

Our Company produces unique beverage drink suited to different ages, stages, lifestyles and occasions. We are committed to attain customer satisfaction through the quality and taste of our product.

As part of a healthy, varied and balanced diet and an active lifestyle, our product can be enjoyed by the majority of people.

We are committed to helping our customers select the product that is best suited to their needs through the provision of detailed product information supported by general advice on healthy eating, drinking and lifestyles.

We understand that balancing energy intake with energy output is key to a healthy body weight. We therefore provide choice through range of low or no-kilo joule drink that are ideally suited to the needs of people who wish to reduce energy intake through beverage selection.

As one of starter in beverage market, we’ll promote physical activity through our active lifestyles program and sponsorship of sport.

Through new product development we will continue to release a range of new types of drinks, including low or no kilo joule coconut drink, as we look at ways in which to cater to those people who wish to reduce energy intake through selection of lower energy beverages.

Children and the role of our beverages

We respect and support the primary role that parents play in decisions affecting the lives of young children, including choices about diet and lifestyle. Beverage choice, like food selection, is a role for parents and we assist them in this through

the provision of nutrition information and by making available product suitable for all ages, stages and occasions. Children will like the taste of our product, on the process we will be able to serve them healthier drinks.

In small number of schools we’ll provide vending machines & Stalls. We’ll work with the school to provide Students with refreshing, energetic and healthy drink to reduce their tiredness.

It is company practice to sell diet drinks and sugar-free alternatives at a similar price. Retailers offering 'specials' are encouraged to include both the regular and diet versions of our soft drinks.

Through new product development we aim to develop more products that meet the unique needs of children and will work with nutrition experts as we do this.

For healthy active and growing children, beverages higher in energy can be enjoyed as part of a balanced and varied diet. However, we also provide a range of low or no-kilo joule drink will also be suitable for children.

Supporting sport and physical activity

Our Company will be supporting different sports and activity as a part of our marketing strategy. We will try and make our drink an icon for energy. We’ll support and sponsor national sports tournament. We’ll be supporting numerous sporting events around the country.

Labeling

Our drink “COQUA” will provide clear nutrition information in compliance with Bangladesh’s regulations. Our drink will be made of pure coconut juice and will have lowest possible preservative. Our Customers will attain the satisfaction of drinking pure juice.

Packaging

We are committed to strict environmental guidelines, and to ensuring our packaging has as little impact as possible on the environment. our PET bottles will contain an average of 10% recycled material.

Information Program

Our consumer contact centre will provides around the clock access to information about our companies and product via a toll free phone number (02 8811188). An information pamphlet about our products is available via this number.

Pricing

It is company practice to sell healthy drinks and sugar-free soft drink alternatives at a similar price to other available carbonated soft drinks in market. Although at the discretion of retailers, special offers and reduced prices on soft drinks are usually available for our soft drinks.

The Overall Positioning Strategy:

Our positioning strategy will be more for less. We will provide the more better service for our customers at a lower price. Which means if our competitors offer a 500ml drink for tk 25 then we will charge tk 20 from our customers for the same amount of drink, though ours is a natural and a healthy drink. Our target will be to establish our brands value proposition. If a consumer ask that why could i buy your product? Our value proposition will give the answer that a drink which will care about your health, for a price that is lower than the others.

Afer choosing the position we will take strong steps to deliver and communicate the desired position to target consumers.All our marketing mix efforts must support for the positioning strategy.