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TROPICANA COCO QUENCH

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on 10 March 2014

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Transcript of TROPICANA COCO QUENCH

TROPICANA COCO QUENCH
Marketing Plan
THE BRAND
Tropicana Coco Quench is the first locally produced and locally distributed packaged coconut water with up to eight months shelf life. It uses Tetra Pak packaging to keep the freshness and nutrients of real coconut water. It is also the only local drink that utilizes an octagon-shaped packaging for easier grip. Available in 330ml and 1 Liter Coco Quench pack.
PRICE & PLACE

Supermarket
330ml – P29.95
1 Liter – P76.50

Convenient Stores
330ml – P30.00
1 Liter – P80.00





PROMOTIONS
OTHER PROM
OTIONS
THE COCONUT WATER INDUSTRY
“The upsurge in demand for coconut water is remarkable. This phenomenon has drawn global attention to the Philippines as one of the leading sources of coconut water in the world. Tropicana Coco Quench leverages the expertise of Tropicana to come out with a revolutionary product from locally-grown coconuts that addresses the need for better and healthier choices for consumers,” shared Partho Chakrabarti, president for Pepsi-Cola Products Philippines, Inc. (PPCPI).
COMPETITORS
MARKETING OBJECTIVES
Maintaining or increasing market share
Achieve revenue growth of ₱15 million for the next five years
Increase Tropicana Coco Quench market share by 30% by 2015
Increase brand awareness by 25%
Continue to be the leading brand in the packaged coconut water industry by 2015
CONSUMER INSIGHTS
57% of respondents are familiar with the brand
63% haven’t tried Tropicana Coco Quench
Only 41% of respondents are satisfied with the taste
Only 37% of the respondents are satisfied with the packaging
Most of the respondents have tried Tropicana Coco Quench out of curiosity
90% will try Tropicana Coco Quench if it has other variants.
52% choose the plastic bottle as packaging
87% want the Tropicana Coco Quench to have flavored variants
Tropicana Coco Quench fruit flavored with 25%
Coconut Juice with coconut meat with 22%
TIME FRAME
Implementation of the marketing bud
get will be from
March 2014 to August 2014.

March is the time for summer and co
conut water is
ideal to be launched at that time.
SECONDARY OBJECTIVES
• Developing new products/ Innovation

- Coconut Juice with coconut meat
- Coco Quench with fruity pulps (Aloe Vera, Nata de Coco, Strawberry)
- Coco Quench fruit flavored (Melon, Strawberry, Pandan, Pineapple, Apple and Tropical Fruit)
- Coco Quench Go! (with more vitamins and minerals for athletes)
- Coco Quench with L-Carnitine
(for fitness enthusiasts)
SECONDARY
OBJECTIVES
PR
OGRAMS
Entering a new market

- Athletes
- Fitness enthusiasts
- Gen. X and Y that seeks for new flavored beverages
Intensify the distribution of Tropicana Coco Quench products in retail stores
C
reation of new distribution channels
Ma
ke the prices of new variants close with the
Ori
ginal Tropicana Coco Quench
Mee
ting the needs and expectations of
custo
mers
Intens
ify promotional campaigns
CORE STRATEGY
“Fresh-sealed like nature did.”
always associate with “freshness” and “healthy”
Market Development Strategy (pursue non users of the product and enter new market segments like health enthusiasts and athletes)
TARGET MARKET
18- 35 yrs. old
A, B, and upper C market
health conscious, driven, busy, serious but still likes to have fun
SUPPORTING MARKETING PROGRAMS
INTEGRATED MARKETING COMMUNICATIONS PLAN
- Sales Promotion
- Public Relation
- Advertising
Internet
Print Media
TV Commercials
OOH Media

MARKETING BUD
GET
EVALUATION
To ensure that Tropicana Coco Quench achieves its goals and objectives, it must measure the progress and results of marketing strategy efforts of the brand.
Innovation and Growth Metrics
Profitability Metrics
Customer Base Metrics
Product/Service Availability
Advertising Effectiveness
Brand Recognition
Full transcript