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Deejay Group- Go to Market Strategy
- 1. Go To Market Strategy- Deejay Farms
- 2. Agenda • Deejay • Procurement of Coconut • Dimensions to Focus • Product Portfolio • Customer Segment • Channel Strategy • Partners • Requisites
- 3. Deejay
- 4. Procurement of coconut -State wise Productivity & Production details State Productivity (nuts/ hectare) Production (mn nuts/annum) Kerala 7046 6326 Tamilnadu 13133 4867 Karnataka 3139 1210 Andhra Pradesh 8577 892 Maharastra 914548 273.4
- 5. Dimensions to focus on
- 6. Product Portfolio Deejay Sampoorna Deejay Pushkala Deejay Vishwas Coconut Water Milk Sweets Vinegar Ice cream Oil Chips Coir
- 7. Customer Segment Retail Outlets Corporates (OEM) Wholesalers / Distributors Farmers
- 8. Channel Strategy -Urban Distribution Network Deejay C&F Agents Redistributing agents Wholesalers / Distributors Retailers
- 9. Channel Strategy -Rural Distribution Network Hub & Spoke Model Draw up a hit list of high potential villages from various districts (HUBS) Large distributors (Hubs) need to be appointed, they would supply the product from Deejay's depot in large towns and cities. The hubs would appoint smaller distributors (Spokes) in adjoining area so that the goods can be distributed
- 10. Channel Strategy -Direct Channel Corporates (OEM) • Online • Direct distribution Farmers (Seeds) • Direct distribution • Rural distribution channel (Hubs)
- 11. Other Key Partners Banks •Tie up with bankers to provide financial assistance to Farmers ( Nationalised and Private Banks) Coconut Development Board Other Government Bodies