Post on 10-Jul-2016
COCO SIP- A COCO SIP COMPANY
BRANDPresented by:
Sidra ButtUmm-e-Habiba Tariq
Iqra Ijaz
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S I D RA B U T TE x e c u t i v e S u m m a r y
I n t r o d u c t i o n o f t h e C o m p a n yD e s c r i p t i o n o f t h e N e w P r o d u c t
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Executive Summary
• Coco Sip will be marketed as a unique hot beverage drink
• Huge market size• Hot beverage segment of beverages
Description of The Company
• Beginning of the company• Corporate headquarter• Main goal
Mission Statement
“Our mission is to develop and maximize shareowner value over time and to provide
our customer with greater quality and equity over a period of time.”
Vision Statement
• To refresh the world• To inspire moment of optimism• To create value and make a difference
Description of new product
• Hot ready to drink beverage• Unique drinking experience• Attractive and convenient packaging
UMM-E-HABIBA TARIQIndustry Analysis
SWOT & PEST AnalysisCompetitor and Market
Analysis
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Industry Analysis
• Strengths of industry Financial strengths Low competition in RTD industry
segment Business expansion opportunities
Market Opportunities and Issues
• Consumption• Trends • Profitability and growth potential
SWOT Analysis Strengths Weaknesses
•Branding will be obvious and easily recognized•Core brand will bring a lot of finance•Company will have less or no competition in beginning of the business
•Word of mouth •Lack of esteem of Coco Sip company in the beginning of business •Popularity of many other companies’ brands •Result of low profile and health issues
Opportunities Threats•Many successful brands to pursue•Advertise its products•Cut out competition•More Brand recognition •Brand will gain customer loyalty
•Changing health-consciousness attitude of the customer •Legal issues •Strong competition
PEST Analysis
• What is a PEST Analysis? Political issues
oChanging political situationsoChange in tax rateo Implementation of tariffs
Economical issueso Economics growtho Inflation ratesoChange in exchange rateo Interest rates
PEST Analysis Social Issues
Cultural aspects Health consciousness Population growth rate Emphasize on safety
Technological Issues Technological improvements Work efficiency Entry and exit barriers
Competitor Analysis
• Defining the target market segment• Existing competitors
Nestle• Anticipated competitors
Pepsi Coca cola
Market Analysis
• Market growth• Market demographics• Psychographic segmentation
socializing • Market needs• Market Behavior
Diet Consciousness
Market Analysis
• Market growth Ansoff’s market growth grid
IQRA IJAZBusiness Environment Analysis
& Marketing Program
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BUSINESS ENVIRONMENT ANALYSIS
• External factors Customers Competitors Target market
• Internal factors Company
MARKETING PROGRAM
• Marketing Strategy Segmentation
Ready-to-drink hot beverage Target market
Teenage to late 50’s Positioning
Refresh you with a SIP!!!
MARKETING MIX
• Product Strategy Core Product Actual Product
oPackaging and LabellingoBrandingoBrand PersonalityoBrand Equityo Trade Name
Augmented Product
MARKETING MIX
• Price Strategy Per instant sachet Rs. 25 Per family instant package Rs. 99 Ready-to-drink: Small Cup Rs. 40
Large Cup Rs. 60
MARKETING MIX
• Promotion Strategy Objectives Message Concepts Promotional Mix
MARKETING MIX
• Placement Strategies Market challenger Product development Strategy Diversification strategy Growth strategy
S I D R A B U T T
I m p l e m e n t a t i o n a n d C o n t r o lF i n a n c i a l M a n a g e m e n t
&F e a s i b i l i t y A n a l y s i s
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Implementation and Control
• Implementation Value positioning Value pricing Market strategy
• Control Geographic market strategy Opening plant in various countries Overall strategy control
Contingency Plan
• Emergency plan Worst case Best case
Financial projection
• Expected costs of the business Initial investment- PKR 10 Million Initial sales- 2.5 Million unit cases Breakeven point will be achieved in approximately
3 years
Future growth expectations
• People• Partners• Profits• Portfolio• Productivity• Planet
Feasibility analysis
• Legal registration• Inflation• Changing trends in Pakistan• Set the vending machines• Level of beverage consumption in Pakistan
Recommendations
• Portfolio extension• Bringing innovations• Availability of the Coco Sip Products• Local packaging and labeling
THANK YOU
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QUESTIONS ???
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