COCOFRE

SH
Presented by-
Babita Shahi (29015)
Ritu Choudhary (29028)
Suruchi Singh (29034)
Taveshi Manohar (29036)
 Flow of the presentation
• Why Cocofresh
• Defining Industry
• Industry Analysis
• Porter’s 5 forces
• PESTLE
• Product positining map
• Mobility barriers
• Positioning map with two competitors
• Value chain of Cocofresh
• Competitive advantage

•
 Why Coco Fresh…..
• India is one of the leading producers of coconut in the world
(ranks third) producing 13 million tonnes per annum.
• Coconut drink:
– Low in carbohydrates, sugar content
– 99% fat free
– Rehydrate the body and it is a natural isotonic beverage
– It is a nutritious and refreshing health drink and hence a
better alternative to the existing Fruit drinks.
• People are now more health and diet conscious.
• Very few players are there in coconut water based health drink
manufacturing in India.

 Defining Industry:
• Conducted survey.
• Sample taken: 100 Respondents.
• “COCO Fresh” would be positioned as Health and refreshing
drink so fruit juice industry suits the best industry.
•
 Survey result : Defining Industry

What do you consider coconut water?

100

80
Percent

60

40

20

no response Health drink Refreshing Thirst quencher others

drink
 INDUSTRY ANALYSIS
• The total beverage industry in India is estimated to grow at
17% this year.
• Market for carbonated soft drinks in India stood at Rs 7,200
crore in 2007 which plummeted by about 5% for the second
consecutive year in 2007.
• With people turning more health conscious, the non-
carbonated beverage segment has become one of the fastest
growing and most exciting businesses at the moment.
• We would be operating in the fruit juice industry.
• Main competitors: Fruit drinks and Fruit based Drinks mainly
Tropicana , Slice of Pepsico, Real of Dabur, Frooti of Parle
and Maaza of Coca Cola.
• The demand for fruit juices in the fiscal year 2008-09 was Rs.
6.85 billion. It is expected to be Rs. 10.9 billion in the fiscal
year 2014-15.
•
Market Share of
 Market Share of


Different Categories Different players

Category Market Share

Fruit Beverages 66%

Fruit Nectar 7%

Fruit Juices 27%

PORTER’S FIVE FORCES
PESTLE ANALYSIS
 PRODUCT POSITIONING MAP
High availability

SG 1
Cocofresh
1

High Price
Low Price SG 2

SG 3 Cocofresh

Tropicana
Real
Slice
Low availability Maaza
Frooti
 Mobility Barriers
• Brand Name
• Distribution Network
• Scale of operations
POSITIONING MAP WITH 2 COMPETITORS

Nutrient Value After COCO fresh

Coconut Water COCO Fresh

Tropicana
Frooti

Availability
Value Chain: Coco Fresh
 Procurement
• From Sakhigopal and nearby areas in
Orissa
• Around 25000 nuts required per day
in the first year
•
 Location- Sakhigopal
• Proxim ity to ra w m a te ria l
 su p p lie rs
• Proxim ity to D o m e stic
 cu sto m e rs a n d exp o rt site
• C o st
• In fra stru ctu re
• Q u a lity o f La b o u r
• O th e r Fa cilitie s
 MANUFACTURING

• Total capacity of plant : 30 lakh lts of processed coconut water

per annum.
• Machineries used:
– Coconut water collection tank
– Filter
– baby boiler
– SS Jacketed fettle
– autoclave
– additive mixing tank
– coconut water storage tank
– volumetric filling machine.

 Technology
• Hygienic & aseptic environment
• Simple technology
• Developed and promoted by Coconut
Board of India
• 6-7 month old nuts are used
MARKETING STRATEGIES: 5 C’s Analysis
MARKETING STRATEGIES: STP Analysis
MARKETING STRATEGIES: 4 P’s Analysis
 Chairman and
Board of Directors

CEO

Production Marketing and sales Administration

(General Manager) (General manager) (General Manager)

Procurement Manufacturing & Marketing Sales Finance HR

(Manager) Quality control (Manager) (Manager) (Manager) (Manager)
(Manager)

Plant Quality Executive Executive Executive Executive

Executive Executive

Supervisor Supervisor

Staff Staff Staff

 FINANCIAL ASPECTS
Investment
Land -1500000

Buildings -3500000

Plant & machinery -10000000

Contingencies -500000

Preliminary pre-operative expenses -800000

Working capital margin -4701562.5

total investment -21001562.5

Sources: CDB
CAPITAL STRUCTURE

Equity 5250390.625
Term Loan 10500781.25
CDB’s credit link 5250390.625
subsidy
Total 21001562.5

Yield
Raw material 10,000 coconuts
Final Products 2000 lt

IRR: 27.316 %
Break even Capacity : 37.44
 Competitive Advantage
• Coco Fresh is the first “packaged
coconut water” going to be
launched at National level
• First Movers advantage
• Differentiated product
 

 THANK YOU
 BACKUP SLIDES
ACTIVITIES TASKS
PROCUREMENT  Procurement of quality
coconuts.
Maintaining good suppliers
MANUFACTURING relation .
Cost effective processing.
Warehouse management.
Standard and customized

packaging .
QUALITY CONTROL Regular quality check at

procurement and processing.

Hygiene maintenance.

MARKETING AND SALES Timely delivery of product.

Maintaining good relation with

wholesalers.
Promotion.

Customer feedback.
FINANCE Asset management.
Financial decisions.

Maintaining proper records.

HUMAN RESOURCE Recruitment / Training.

Employee welfare.

Coordination between
• . At present the coverage under
coconut is 46690 ha with average
annual production of 33 nuts per
palm and total production of 2742
lakh nuts.
 Demand for Fruit Juices in
India
Year Rs (billions)
1995-96 1.62
2000-01 2.48
2001-02 3.55
2002-03 3.95
2003-04 4.35
2004-05 4.80
2005-06 5.30
2006-07 5.80
2007-08 6.30
2008-09 6.85
2009-10 7.40
2014-15 10.90
 Product Qualities
• sterile, nutritious, thirst pH 4.5
quenching health drink
for all ages
• enormous therapeutic Total solids 4.71 g/100 ml
properties
• natural sugars, salts, and
vitamins and is low in fat, Sucrose 1.28 g/100ml
calories and has no
cholesterol
• highly rejuvenating tonic Total sugar 2.08 g/100ml
• the same level of
electrolytic balance as we
see in our blood Ash 0.62 g/100ml
 Sources of Availability of Plant and
Machinery

      • S.P. Engg. Corporation, Easalganj,
Kanpur,U.P.
 • Ace pack Machines, Coimbatore
 • Perfect Machine Traders, Kuruppam Road,
Trichur-680 001
 • Equipment Agencies, Kallai Road, Calicut