CONTENTS:

 Executive Summary
 Situation Analysis
 Market Analysis
 Market Strategy
I. Executive summary

The Buko Juicylicious aims to promote and position our range of refreshing and
nutritious buko (coconut) juice offerings in the market as it is a popular Filipino beverage
made from young coconut, known for its refreshing and hydrating properties. Our marketing
strategies focus on highlighting the unique qualities of buko juice, targeting the health-
conscious consumer segment, and creating brand awareness to drive sales and establish a
strong market presence.
 We target Health-conscious individuals, fitness enthusiast, and those seeking
natural and refreshing beverage options, considering digital e-commerce or online order
and delivery. We also target consumers who appreciate tropical flavors and those who
prioritize sustainability, as our products are eco-friendly and promote the use of natural
resources. Do not hold back as we offer a variety of buko juicylicious products, including
freshly extracted buko water, 100% pure buko juice, and flavored buko juice blends. Our
buko juice is sourced from premium coconut, ensuring high-quality, and natural flavors
to emphasize the nutritional benefits of buko juice, such as being low in calories, rich in
electrolytes, and a good source of hydration.
To outline strategies and tactics for promoting and selling Buko Juice online
will focus on leveraging digital marketing channels to reach and engage with the target
audience and drive online sales. Create an engaging and user-friendly website where
customers can learn about the product, browse flavors, and make online purchases, and
optimize website for mobile devices for seamless browsing. Develop a strong brand
identity for your buko juice, Create compelling logo, catchy tagline, and attractive
packaging that reflects the freshness and natural qualities of the product. Consider eco-
friendly and sustainable packaging materials to appeal the environmentally-conscious
consumers.
II. Situational analysis

Mission and Vision statement

 Mission
Is to extract and distribute buko juice efficiently and sustainably. To offer customers a
refreshing and healthy beverage option and to provide excellent customer service, as well as to
promote well-being. Serving buko juice at a more affordable price.

 Vision
To bring the refreshing and nourishing goodness of buko juice to people all around the
world, redefining the way they hydrate and revitalize their bodies. We believe in the power of
nature’s bounty and strive to provide a pure, natural, and sustainable product that promotes health
and well-being.
III. Product or service description

Made from the pure and natural essence of young coconuts, our
Buko Juice offers a delightful and invigorating experience that
transports you to tropical paradise with every sip, and conveniently
packaged in eco-friendly bottles, allowing you to enjoy its goodness
wherever you go. The service of buko juice typically involves in
offering it as a standalone drink or online grab incorporating it into
various beverages.
IV. Value proposition
Customer can enjoy several benefits from consuming buko juice, such as
Hydration, Electrolyte balance, Digestive health, Nutrient rich, etc., as it is known
natural and refreshing way to hydrate the body. For more information, see Value
Proposition.
V. SWOT analysis
 SWOT Analysis Research.
Internal
Strengths:
 Health benefits: Rich in electrolytes, vitamins, minerals, and antioxidant,
making it a healthy beverage choice.
 Natural and refreshing: Its natural sweetness and a tropical flavor make
it appealing to consumers seeking a healthier alternative to sugary beverages.
 Versatility: Its versatility allows for different product offerings and
market segments.
Weaknesses:
 Perishability: Fresh buko juice has a limited shelf life and can spoil quickly if not
stored properly.
 Seasonal availability: The availability of fresh coconuts can be seasonal in certain
regions, leading to fluctuations in the supply of buko juice.
 Competitive market: The beverage market is highly competitive, with numerous
alternatives available to consumers.
External

Opportunities:
 Increasing health consciousness: As more people adopt healthier lifestyles and
prioritize natural, nutrient-rich beverages, the demand for buko juice as a healthy.
 Product innovation: Opportunity to develop new and innovative buko juice
products by incorporating different flavors.
 Export potential: Buko juice has gained popularity globally, offering
opportunities for businesses to explore international markets.
Threats:
 Competitive from alternative beverages: The market is saturated with various
options, including sports drinks, flavored waters, and other natural juices.
 Price sensitivity: Consumers may perceive buko juice as relatively expensive
compared to other beverages.
 Changing consumer preferences: Consumer preferences and trends can change
over time.
VI. Critical issues
 Hygiene and Safety: Major concerns with buko juice is the hygiene and safety of the
production process.
 Quality Control: Ensuring consistent quality is essential for buko juice producers.
 Supply Chain Management: Obtaining a steady supply of fresh coconuts,
processing techniques, and storage conditions.
 Sustainability: Promoting sustainable practices, including organic farming methods
and responsible waste management, is necessary to mitigate these concerns.
 Packaging and Waste Management: Proper waste management and promoting
recyclable or biodegradable packaging options are essential to reduce the
environmental footprint of the industry.
 Market Competition: With the increasing popularity of healthy beverages and the
rise of alternative drinks, buko juice faces competition from other products.
 Price Fluctuations: Variations in the cost of coconuts and other production inputs
can lead to price fluctuations for buko juice.
VII. Market analysis
The marketing plan for Buko Juice aims to establish the brand as a leading provider
of refreshing and high-quality coconut water products in the market.
 Macro environment- The overall economic conditions, such as GDP growth, inflation
rates, and disposable income levels, can affect the demand for buko juice, as during times
of economic prosperity, consumers may have more purchasing power and be more willing
to spend on beverages likebuko juice. Political Stability, government policies, and trade
agreements can have implications for the buko juice industry, it is because changes in
export/import regulations, tariffs, or political instability in key sourcing regions can affect
the availability and cost of buko fruit, impacting the industry’s supply chain and pricing
dynamics. Changes in lifestyle, dietary preferences, health consciousness, and the growing
demand for natural and organic products can influence the consumption patterns of buko
juice, For example, if there is an increasing focus on health and wellness, there may be a
higher demand for buko juice due to its perceived health benefits. Advancement in
technology can impact the production, distribution, and marketing of buko juice,
advancement in digital technology and e-commerce can open up new channels for reaching
consumers and expanding the market.
 Market size – The market size of buko juice, varies depending on the region and
the market conditions. However, coconut water has been experiencing significant
growth and increasing popularity in recent years, both domestically and
internationally. So expected annual growth rate of around 15% from 2023-2027.
 Market trends – Significant factor driving the market trend of buko juice is the
increasing consumer awareness of the health benefits associated with coconut
water. Flavors variation, eco-friendly packaging, convenient to portable to use.
Highlight the sustainability of buko juice by emphasizing its biodegradable
packaging or sustainable sourcing practices. Position buko juice as a premium
product by focusing on the quality and purity of the ingredients.
 Target market analysis – The target market for buko juice includes a diverse
range of consumers, primary locals, but also tourists and health consciousness
individuals. And that will be focus on such place like, Boracay Island, as it is
known and perfect ideal location for a buko juice business, and etc.
VIII. Market strategy

 Marketing objectives – To build brand awareness and educate the target

audience about the benefits and refreshing taste of buko juice. To increase the
availability and distribution of buko juice to reach a wider audience, highlight the
unique selling points and quality of the buko juice to differentiate it from
competitors. To identify and target specific customer segments that are likely to
be interested in buko juice. Leverage social media platforms to engage with the
target audience as well as digital E-commerce.
 Financial objectives – To improve profit margins by controlling costs, optimizing
production processes, and pricing its products appropriately. To set targets to achieve
higher sales volumes or expand into new markets to drive revenue growth. To expand its
market presence, acquire new customers, or gain a larger share of the existing customer
base. To enhance product quality, brand equity, and recognition, which can result in
increased sales and customer loyalty.
 Positioning strategy – Emphasize the health benefits of buko juice, such as its high
potassium content, electrolytes, and natural hydration properties. Highlight the
sustainability of buko juice by emphasizing its biodegradable packaging or sustainable
sourcing practices. Position buko juice as a premium product by focusing on the quality
and purity of the ingredients.
 Product strategy – Experiment with different variations of buko juice to offer a
diverse range of flavors and options. Invest in attractive and eco-friendly
packaging that aligns with the natural and refreshing image of buko juice.
Determine appropriate pricing strategy. Regularly gather feedback from
customers to understand their preferences to improve product.
 Price strategy – Begin by calculating all the costs associated with producing and
selling buko juice, includes the cost of coconuts, labor, packaging overhead
expenses, marketing, and distribution.
 Cost-Plus Pricing: Add markup percentage unto total cost to determine the
selling price.
 Competitive Pricing: Set prices in line with or slightly below competitors’
prices to attract customers.
 Value-Based Pricing: Price will be based on the perceive value it offers to
customers.
 Distribution strategy – Focus on reaching target market efficiently and ensuring
that the product remains fresh and high quality. Establish an online presence
through a dedicated website or popular e-commerce platforms. Use appropriate
packaging materials that preserve the freshness and quality of buko juice.
 Branding strategy – Choosing catchy and memorable brand name for buko juice
that reflects brand identity, and craft compelling brand messaging that
communicates the unique benefits just like what you seen from above, as well as
develop attractive and functional packaging for buko juice.
 Integrated marketing communication strategy – By developing
compelling key messages that highlight the unique selling points of
buko juice. Create a user- friendly website that provides product
information, recipes, and health tips related to buko juice.