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NUTTER

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by

Murshalin Polok

on 26 July 2014

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Transcript of NUTTER

Nutter
Target Market
SWOT
Analysis
IMC Component
100% All natural Coconut Water
Positioning
Commands 60% market sharer, leader in revenue

Nutrient rich, low calorie & fat-free


Hydrates without being too filling or fattenin
g

Substitute for energy/sports drinks

Medical remedy for Hepatitis and diabetics
Fast-growing Lifestyle Beverage
Popular And most refreshing natural Drinking substance In Bangladesh
Potential Market Leader
No fattening substances
STRENGHTS
WEAKNESSES
Expensive in comparison to other hydrating, electrolyte drinks

Taste issues due to the fact that it is a natural product with little man-made variation (no sugars or sweeteners)

Doesn’t contain as much sodium as other electrolyte drinks potentially leading serious athletes to turn to competitor hydrating products
OPPORTUNITIES
As market value grows, competition will help bring attention to coconut water
THREATS
NUTTER's main competitors are various imported Coconut drinks, will give it a tough competition in market penetration

Online/Mobile
Interactive Marketing
Social Media
Branded Entertainment
Magazine
Outdoor
Entertainment/
Digital

NUTTER
KOTLER's Apprentices

Segmentation
Demographics:
Men & women aged 18 - 40
Middle to high class
Well-educated
Psychographics:
Innovators, Thinkers, Achievers,Health Concerned
Geographic:
Urban Areas (All the Divisional City's and District Towns)
Competitors:
InDirect Competitors:
Coca-Cola
Pepsi
Other Beverage Manufacturers(e.g: PRAN etc)
Indirect Competitors
ZICO Pure Premium Coconut Water
O.N.E Coconut Water
All other Health Drinks

Why is NUTTER better?
First local coconut water introduced to the market
All natural, no concentrate
NUTTER
+

IMC

NUTTER can continue to make new varieties of coconut water and expand their differentiation.
Sales and profitability are directly related to whether the current trend of Health & Wellness remains strong
Brand parity is a threat if consumers do not recognize one brand from another, whether because of price, taste, or marketing strategies
Alternative IMC will capitalize on loyal fanbase & unique offerings
Reaching new consumers will be priority
Appeals to a variety of consumer
segments
Competition will spur growth &
better products

Polok,Murshalin Mahmud Hossain,Mila


Shaon,Firoz Talukdar

Abdullah,MD. Maruf
Tarafder,Reqowanul Haque
Awal,Sheikh Fateh Noor
NUTTER
Clear Coconut water
Pulpy Coconut water
a chilled beverage

initial commercialization will be in CAN, Variation of glass and pet bottle will be introduced upon DEMAND
LOGO
TAG LINE
The Name NUTTER DERIVED from
TWO Words : NUT & WATER
Competitive Pricing In comparison with the IMPORTED other coconut Drinks
Higher price than the regular fattening carbonated beverages sets it apart as a symbol of luxury
Attractive can shows the uniqueness for the consumers
Availability in every shop and
restaurants who has refrigerator
Separate NUTTER vending machine in every University
Marketing Campaign:
Phase 1:
Teaser ad with all the ATL component



Project 'Tough as NUT'

Nutter will Sponsor a series Reality Tv show ,where Youth from Urban areas will participate in Various Village people activities to prove how tough they are.
''We Share''
1.Road Show Contest will lead to
a donating the Coconuts to the
Street Children,

Seasonal Promotion:
Interactive Vending machine in Various Train,Bus and Ship terminals where people can engage in interactive game by buying a can and will win Advanced Ticket for their upcoming journey during Eid and Puja Festivals.

Continuous Promotion:
Unique number in each can which can be used to earn points ,to win Trips to Cox's Bazar and Kuakata Sea beach.

Thank You very much for your Patience
Don't
KEEP CALM
&
Drink

Phase 2:
Using TTL we will introduce :









All the activities will be captured as photo and video from which we will generate TV promo and Advertisement On our 3rd Phase.

Future Customers:
i.Sports Activists
ii.Senior citizens
iii.Low Income level Customers

Be NUTTER :)
2.Social Media Engagement
i.Selfie Contest with inspiring messages
ii.Viral Marketing through promotion
3.Road shows:
i.Coconut Chopping contest
ii.'We Share' Project
1.Interactive Banners
i.Sliding puzzle in the Banner
ii.Sticky Notes covering the Actual Banner In various University Campuses
Beside Them:
A physical Display of
Coconut in various shopping
mall will be arranged.
Go Nuts....
GO NUTS...
OUR Initial TARGET CUSTOMERS will be
YOUTH &STUDENT Group
Full transcript