This document outlines a marketing plan for a new coconut water product called "Kalpataru". [1] It discusses conducting market research and analyzing the market potential. [2] A concept is developed for a healthy, nutritious thirst quencher and tested among target segments of health-conscious individuals, tourists, the general public and the sick. [3] The plan covers business analysis, product development including packaging, pricing, placement and promotion strategies, test marketing in major cities, and commercial rollout.

1. MARKETING MANAGEMENT
SUBMITTED TO:
PROF. YASMIN SINGAPOREWALA
SUBMITTED BY:
KALPATARU
ANUJA BAMBULKAR 63
MANEESHA PATEL 96
RAHUL DAS 69
RUCHI JAIN 76
WASIM SHAIKH 102
PRASAD SHUKLA 82
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2. CONTENT:
1. EXECUTIVE SUMMARY
2. MARKET RESEARCH & ANALYSIS
3. MARKET DESCRIPTION
4. NEW PRODUCT DEVELOPMENT
1. IDEA GENERATION
2. IDEA SCREENING
3. CONCEPT DEVELOPMENT
4. CONCEPT TESTING
i. SEGMENTS
ii. TARGETS
iii. POSITIONING
5. BUSINESS ANALYSIS
6. PRODUCT DEVELOPMENT
i. PRODUCT
ii. PRICE
iii. PLACE
iv. PROMOTION
7. TEST MARKETING
8. COMMERCIALISATION 2

3. 1. IDEA GENERATION:
Opted after the discussion and brain storming activity
2. IDEA SCREENING:
Critical appraisal of ideas occurs at this stage.
 Company will produce processed coconut water with
the product name “Kalpataru”.
 Company is going to make unique positioning in terms
of corporate presence.
3. CONCEPT OF DEVELOPMENT:
 C 1 :An instant Natural Drink for everyone at anytime.
C 2: A thirst quencher for everyone to as healthy and
nutritional drink.
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4. 4. CONCEPT TESTING:
The Second Concept of thirst quencher to healthy
& nutritional drink is selected.
a) SEGMENTS:
 Geographic Segmentation
 Demographics
 Psychographics
 Behavioral
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5. b) TARGET: A target market is a group of customers that
the business has decided to aim its marketing efforts
and ultimately its merchandise towards
.
TARGET
HEALTH CONCIOUS SICK PERSON
TOURIST GENERAL PEOPLE
22%
30%
5%
43%
C) POSITIONING: AS A “full of nutrition”.
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6. 5. BUSINESS ANALYSIS: Factors affecting the demand of
Kalpataru:
 The Price of Kalpataru.
 The Income of Consumers.
 The demand for other alternatives (substitutes)
 The demand for juice used at the same time.
 Whether the people like this concept (Consumer taste)
PROJECT COST:
Land & building Rs. 5 Cr.
Plant & machinery Rs. 5 Cr.
Contingencies Rs.2.5 Cr.
Preliminary pre-operative
Rs. 2.5 Cr.
expenses
Working capital (Margin money) Rs. 5 Cr.
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7. 6. PRODUCT DEVELOPMENT:
The R & D Department will develop the physical version of
the product concept.
Developing the products as per the attributes of consumers.
(A) PRODUCT:
TYPE COCONUT WATER
IDENTIFICATION KALPATARU
FEATURES 100 % real coconut water will be processed and marketed by
our Company
PLC Our Product lies in Introduction Period.
PACKAGING 1 litr., Tetra Pack, 500 ml, 250 ml
FLAVOUR Mango, Lime, Pineapple
PRICE 1 liter. –Rs. 40, 500 ml –Rs. 20, 250 ml –Rs. 10
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8. (B) PRICE: Penetration Strategy
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9. (C) PLACE:
1. DISTRIBUTIONAL CHANNELS Mumbai
Delhi
RAW MATERIAL SUPPLIERS Factory Wholsaler Chennai
Calcutta
Retail Outlet
Within Region
End Consumer
2. SERVICES AND WARRANTIES:
(D) PROMOTION:
• Advertising
• Personal Selling
• Promotional Tools: Discounts, BOGOF
• Public Relations : Seminars, Social Acitivities
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10. 7. TEST MARKETING:
 Test Marketing refers to the actual production in
one or two markets on a relatively smaller scale.
 The company will follow controlled test
marketing.
 Testing the products in 4 Metros in India.
 Market Test will last for 2 months. etc.
8. COMMERCIALISATION:
 If the results of the test marketing are
positive, the marketer can go ahead with the
production & marketing on large scale.
 The product will be available in Metros, urban
cities & towns.
 The target customers are everyone.
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11. THANK YOU
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