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Globsyn Business School (Kolkata) - PGPM 10 Sec B LG 5 (Packaged Coconut Water)
Globsyn Business School (Kolkata) - PGPM 10 Sec B LG 5 (Packaged Coconut Water)
Soumyadip Das Bidisha Mitra Sunita Sahu Mariya Quibtiya Arpita Sanyal
Koushik Biswas Shruti Suman Sinha Namrata Bhattacharya Priyankita Sen Susmita Dey
Page 2
DATE 24.02.2012
SEC B
LG 5
Research Planning
Research Planning
100% Natural Coconut Water and availability will be in Tetrapak of 200/500ml
1 2 3 4
Hygiene Factor
Affordable Price
Management Dilemma
Step:1
Management Dilemma
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:2
IDEA
Feasibility Test
Step:3 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:4
Q.1.1.1.
Q.1.1.2.
Q.1.1.3.
Does the preference for Coconut Water depend on the Income Level of Customers?
Step:5
Q.1.1.1.1
Q.1.1.2.1
Q.1.1.3.1
Do people prefer but cant afford for Coconut Water because it is highly priced? Will they prefer to go for the Packaged Coconut Water if it is priced less?
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?
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11
12
13
Data Analysis
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Graphical Representation
Kind of cold beverage that would appeal most
4% 24% 36%
21%
15%
(a) Fruit Juice (b) Lime Water (c) Coconut Water (d) Cold Drinks (e) Others-(Water/Beer/Tea/Cold Coffee)
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Graphical Representation
Customer Preference
(if choice of Coconut water is given)
(c) N/A
(b) No
(a) Yes
0 Series1
100
150 (b) No 23
200
300
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Graphical Representation
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?
250
No. of respondents
Series1
210
65
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Graphical Representation
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? 8%
92%
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Graphical Representation
Estimated Customer's Budget for a 200ml of 100% Natural & Pure Coconut Water in Tetrapak?
250
Budget in terms of ()
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Graphical Representation
Customer Generally visit to buy Cold Beverages
(a) Local Shops 0 (a) Local Shops Series1 227 50 100 150 200 250
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Graphical Representation
Gender
(a) Male (b) Female
47% 53%
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Graphical Representation
Age-Group of Respondents
(a) 16-26 (b) 26-40 5% (c) 40-60 (d) More than 60
21%
34%
40%
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25
23
Amount()
30,00,000 15,00,000 1,00,000 50,000 8,00,000 1,50,000 5,00,000
5,00,000 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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Management Decision
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Step:6
Management Decision
1
2 3 4
Targeting the Mass Market
Health Positioning Strategy Focusing more on the age group between 16-59 Product Tag price would be 14/-
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Thank You