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O.N.E Coconut Water

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by

Nikita Biswas

on 22 November 2013

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Transcript of O.N.E Coconut Water

About O.N.E
Created in 2005 by MBA students Rodrigo Veloso and Eric Loudon
One year later, O.N.E. Coconut Water hit shelves in Southern California
Markets in the Summer of 2006 to rave reviews and quickly became the #1 selling alternative beverage in all Southern California Whole Foods Markets

"Traveling to Taiwan has emerged as a new trend among young Chinese because of the popularity of Taiwan's pop culture, including television dramas, pop music, and variety shows"

China Post, January 2013
In just one year, O.N.E. established national distribution with the top natural/specialty distributors, a national sales brokerage network and 4,000 points-of-sale in the U.S. and Canada.
In 2009, O.N.E. grew to more than 30 employees and signed a distribution agreement with The Pepsi Beverage Company.

Distribution exploded in 2011, with grocery stores, convenience stores, drugstores and online retailers across the country now carrying O.N.E. Coconut Water. In 2012, O.N.E. Coconut Water is planning to expand internationally to Europe, Canada, and Southeast Asia.
Market Entry Strategy
80% of all urban households, shop in a convenience store
Highest density of convenience stores in the world
28% higher population density than South Korea
SWOT Analysis
Strengths
100% Pure Product
O.N.E's existing brand presence
Growing social awareness, about healthy/active lifestyles
Weaknesses
Unfamiliarity with regional market
Unknown business environment
Threats
Existing competitive products
Possible negative perception of brand
Opportunities
Dense population
Growth in targeted demographics
Lack of western brand presence
Targeted Attributes
Health

Lifestyle

Beauty
Campaign Toolkit
Social Media
Facebook
Wretch.cc
Promotion
In-Store Signage
Editorial Placement
Demonstration
Night Markets
In-Store Demos
Campaign Priorities
Targeted Markets
Convenience
Grocery
Full transcript