ABS January 10-11

Term V, Marketing
Group No: 1
 Overview of the presentation
1. Product Category
1. Industry and key drivers
2. Competition
3. Customer
4. Product POP & POD
2. Brand Mantra
3. Brand Model
4. Launch print ad
5. Brand Extension and Global Reach
 1. Product Category
• Industry and key drivers
– Overview: The Industry is driven by a large
potential for branded products that are generally
home made.
– Key Drivers: Health awareness, substitute for
unhealthy snacks and drinks.
• Competition (strengths & weaknesses)
– Leader: Britannia, Parle, Orion
– Challenger: Anmol biscuits, khajurico.
– Niche: Bourbon Biscuits.
 1. Product Category
• Strengths: • Weakness:
– Leader: good market – Leader: less variety of
share. coconut products.
– Challenger: Lower priced – Challenger: Market
products with similar reach is small.
taste.
 Product Category
• Customer
– Age: 5 Years and above
– Income levels: A-E1
– Gender: All
– Location: Initially in metros and places where
coconuts are abundant
• Product POP & POD
– POP: Coconut based products.
– POD: Local recipes, no artificial ingredients.
– Price: Rs.5-35
 2. Brand Mantra

Celebrating life with health

3. Brand Model
4. Print Ad
3.Brand Extension & Global Reach
• Brand Extension
– New Customer Group: Health drinks for Athletes
– Additional Benefit: Revitalizing naturally.
• Global Reach
– Country of launch: Brazil
– Reason: There is a market for branded products
having global presence, even at a premium price.
– Changes to the product: Packaging material and
design, but no major changes to the product.