MARKETING PLAN

COCO SUGAR

SITUATION ANALYSIS

Coconut Sugar is All Purpose 100% Natural Sweetener. It has gorgeous flavor and aroma

with creamy and caramel sweetness of distinct coconut. It has uniform light brown to brown

color, clean and good looking. Our coconut sugar is made only of 100% pure coconut sap that

freshly harvested in every 6 hours. We process our coconut sugar through naturally

evaporation of coconut sap until become granules and properly dried and immediately packed

in air tight container. There is no added anti-fermentation agent, no additives or adulterants.

Coconut Sugar has 2 years shelf life stored in clean and dry place at room temperature.

Creation

Coconut sugar is created from the sap of the coconut palm tree, rather than from the

actual coconut itself. This sap is collected and then boiled to evaporate the excess water.

Depending on how long the sap is boiled and the process used to cool it, different types of
coconut sugar are created. This is a similar process used to create maple syrup, maple sugar

and molasses.

Glycemic Index

According to MayoClinic.com, the glycemic index is a classification system used to rank foods by

the effect they have on your blood sugar. High glycemic index foods raise blood sugar; low

glycemic index foods don't raise blood sugar significantly. Coconut sugar's glycemic index is 35,

meaning it is a low-GI food that makes an appealing sweetener option for individuals who

struggle with blood sugar disorders.

Vitamins

Coconut sugar can provide some vitamin content to your diet. A 100-gram serving contains 23.4

mg of vitamin C; according to the Office of Dietary Supplements by the National Institutes of

Health, your body uses vitamin C to fight free radicals, to build collagen, to facilitate immune

system function and to help process iron. The coconut sugar also contains 0.41 mg of thiamine,

also known as vitamin B-1.

Minerals

Coconut sugar can be a good source of several different minerals, containing 1,030 mg of

potassium, 79 mg of phosphorus, 29 mg of magnesium, 8 mg of calcium, 2 mg of both zinc and

iron and 0.23 mg of copper in 100 grams.

MISSION

Recently, it was reported that the two of the biggest sugar mill in the Philippines ceased

their production because of declining sugar cane plants produced by cane growers, coupled

with increasing price of production input, however, prices of sugar are declining due to the

imported and increasing number of sugar substitutes supplied in the market and coco sugar is

one of them.

 The mission of the company is to provide the global market consumers the

sweetness that they want without compromising their health.

 To provide employment to increasing number of unemployed Filipinos.

MARKETING STRATEGY

TARGET MARKET

Due to the increasing number of person with diabetes, our target market would be

health conscious persons, diabetic patients and upscale individuals who use sugar supplements.

We are the biggest producer and distributor of coco sugar in the Philippines which disposes the

coco sugar worldwide as far as North America, Europe and East Asia.

SWOT ANALYSIS

STRENGTHS WEAKNESSES

1. Cheap and abundant supply of 1. High price compared with ordinary

coconut sap here in our country. sugar
2. Ease of production 2. Collection of coconut sap is very
3. Availability if technology crucial
4. Small capital 3. Sensitivity of production during
 5. Nutrition benefits of coco sugar caramelization and crystallization
especially to diabetic persons process
6. Few or almost non-competition 4. Little market awareness

OPPORTUNITIES THREATS

1. Demand for coco sugar both locally
and internationally increases
2. Good promotional support from
government and private sector
3. Few producers only
4. Homes for the elderly, hospitals,
schools, clinics, office and canteens
are possible target market
5. Manufacturer of food and beverages
that offers products for health
conscious consumers can be a possible
tie up
1. Not all coconut variety have good
sugar grade content
2. Limited number of harvest time
leading to shortage of coconut sap
sometimes
3. Entry of many small competitors
4. High price might lead to less and less
customer in the future
5. Threat in increase of price in raw
materials as a consequence of
increasing demand

MARKETING MIX

1. POSITIONING
The coco sugar will be positioned as the best and healthy alternative to cane

sugar and artificial sweeteners which is very good for persons with diabetes mellitus and

health conscious consumers. Demand data revealed that Philippines have the 10 th

highest incidence of diabetes worldwide and an estimated six million Filipinos suffer

from diabetes. Given that the initial target market of the coco sugar are health

conscious and diabetic persons, average projected demand in the next five years is

estimated at 1.7 million kilograms and will increase at a rate of 153,136 kilograms per

year.

As part of product positioning, we will be creating a tag line which will be,

“SWEETNESS FOR WELLNESS”.

2. PRODUCT
Coconut sugar is a sugar produced from the sap of cut flower buds of coconuts.

Coconut sugar has been used as a traditional sweetener for thousands of years in the

South and SouthEast Asian regions where the coconut tree is in abundant supply. The

world's largest producer of coconut is the Philippines. It is also called Palm sugar, coco

sugar, coconut palm sugar or coco sap sugar. The terms coconut sugar and palm sugar

are even used interchangeably in some areas but coconut sugar is different from palm

sugar. Palm sugar comes from the Palmyra tree and coconut sugar comes from coconut

palm.

The Glycemic Index of coconut sugar is 35 and is classified as a low glycemic

index food.[4] It is considered to be healthier than traditional white sugar and brown

sugar. It can be used as a 1:1 sugar substitute for coffee, tea, baking and cooking.

Coconut sugar has high mineral content, a rich source

of potassium, magnesium, zinc and iron. In addition to this it contains Vitamin

B1, B2, B3 and B6. When compared to brown sugar, Coconut Sugar has twice the iron,

four times the magnesium and over 10 times the amount of zinc.

The coconut sap which coconut sugar is derived from contains 16 amino acids.

The amino acid which has the highest content in coconut sap is Glutamine. Glutamine

has been studied extensively over the past 10–15 years and has been shown to be

useful in the treatment of serious illnesses, injury, trauma, burns, and treatment-

related-side-effects of cancer as well as in wound healing for post-operative patients. It

 is known to reduce healing time after operations. It is essential in states of illness or

injury even requiring intake.

Coconut Sugar is also rich in Vitamins. Inositol has the highest amount of all the

vitamins found in the coconut sap. Among the reported benefits of inositol in clinical

settings are a reduction in the need for pain medication when patients are given

inositol, a reduction of edema in treatment of scald burns, and in relieving the

symptoms of diabetic neuropathy. Because of its beneficial effects on the central

nervous system and its role in the development of healthy cells, Inositol is

recommended as a treatment for anxiety, depression, bipolar mood disorder, obsessive

compulsive disorder and panic disorders. In addition, there is evidence to suggest that

inositol may be useful in treating other mood disorders and neuro-psychological

disorders.

3. PRICE
The price of Coco Sugar is P400 per kilo, almost 10 times higher than cane sugar.

One way of reducing the price to levels that can be reached by the poorer consumers is

to earn dollars from export. Ontario in Canada is now repacking Coco Sugar. The label,

as required by Canadian law, is both is English and French. This means that we can get

other countries as prospect customers for our Coco Sugar.

As part of our strategy in pricing, we lower our price by ten (10%) percent

compared to our competitors. With the health conscious customers, price would be the
 least priority in buying a product because they are considering the health that it would

benefit him.

Another one is that, higher production plus earnings from export should reduce

the retail price.

4. PLACE

As for the place of distribution we are going to target Department store, retail

stores and other institutions like the hospitals, schools, clinics and the home for the

aged. We are going to offer consignments on big supermarkets, and because the shelf

life of the coco sugar is 2 years after the manufacturing date, we will not be having

problems on the expiration of the consigned products.

5. PROCESS

1. Get freshly harvested coconut sap. The taste should be Sweet, not

alcoholic and not sour.

2. Boil the coconut sap to evaporate the water under moderate heat with

occasional stirring until the sap thickens at 115 degree centigrade.

3. Turn off the heat when it became very sticky.

4. Continue stirring until the sugar become granular.

5. Air dry the sugar and pack.

6. PROMOTION

Information dissemination would be one of our strategies in promoting the coco

sugar. Because not so many people are aware that we are producing this kind of product

and also the health benefit that it could bring to the consumers.

Only Thailand and Indonesia compete with the Philippines in the production of

coco sugar, according to agriculture officials. They believe the Philippines have an

advantage because its coconuts are better in quality. Vigorous marketing of coco sugar

would help the Philippines strengthen its hold on being the top exporter of coconut

products in the world. In 2011, the country’s coconut exports reached almost $2 billion,

with the bulk of earnings coming from coconut oil. Coconut water exports jumped 315

percent in the first half of the year to 7.5 million liters after the beverage started to

become hugely popular overseas.

To promote marketing strategies that prevent coco sugar from getting involved

in price wars, management will emphasize four activities under the Frequent Shoppers

Program. The first is mobile marketing, whereby consumers use their mobile phones to

access product news. The second is a way to encourage consumers to try more coco

sugar by presenting coupons to consumers at the cash register when the cashier scans

through coco sugar products. The third is passive tactic utilizing a point card system that

gives consumers points. The fourth is in-store merchandising, which targets repeat

customers and highlights specific coco sugar products. The coco sugar has teamed up

with supermarkets, convenience stores and grocery stores to develop exclusive

products geared to the diversifying needs of the respective customer groups served by

these retailers. But the Company plans to extend the scope of this strategy to

encompass more retail operators and thereby carve out new marketing channels. To

sustain our image, we invite housewives to send recipes using the coco sugar like cakes

and pastry making. We will be using attractive advertising campaign to sustain our

image.

GENERAL PROMOTION
Events and Experiences:

Hold the Online Recipe Challenge, wherein innovative recipes with coco sugar as an

ingredient are invited. Winning entries are compiled into an e-cookbook which is

published online.

Celebrity endorsement:

It would be more appealing to customers if it will be endorsed by celebrities like for

example Gary Valenciano who is known to have diabetes.

Television Advertisements:

Portrayed by an aged woman, deprived from eating sweet cupcakes, but by the

time her daughter used the coco sugar in baking her cupcakes, now Lolos and Lolas can

now enjoy eating cupcakes with their loved ones.

The emphasis of our promotion would be on the health benefits that we could

gain by using the coco sugar.

Improve diabetes management

Reduce the risk of heart disease

Improve blood cholesterol levels

 Help you manage the systems of PCOS

Reduce hunger and keep you fuller for longer

Prolong physical endurance

IMPLEMENTATION, EVALUATION AND CONTROL

IMPLEMENTATION

Pricing Training Advertising

 Pricing •P 300,000.00
Training •P 200,000.00
Advertising •P 500,000.00

EVALUATION

• We will analyze if we are achieving the objectives of this plan through comparing the

budget and actual cost of expansion.

CONTROL

• A summary of costs and budget and the actual progress against schedules to be
prepared every 3 months.
• A report on the implementation of the action plans to be presented at the quarterly
marketing planning meetings.

 A report of the finance whether there is an increase in the sales of the coco sugar.
CONSLUSION

There is no difficult business if what we are going to sell will give health benefits on our

consumers and our business will make it to the global market if the government and the private

sector will help each other in promoting our products.

REFERENCES

Read more: http://www.livestrong.com/article/456630-what-is-coconut-sugar/#ixzz1pH14Y7Bf