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10 step marketing




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  • 1. 2012 EditionThe 10 Step Marketing Plan i-PLAY NYEL BERROYA Ateneo Graduate School of Business February 28, 2012
  • 2. 10 STEPMarketing Plan for(Vita Coco “100% pure coconutwater) NYEL BERROYA FEBRUARY 2012 2
  • 3. DisclaimerThis 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.When appropriate, data are “masked” so as not to create unexpected conflicts.The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.
  • 4. Steps 1 to 5Fresh, Natural and EnergyBoosting “Thirst Quencher”1. Vita Coco PTM are the active individuals and on- the-go Professionals.2. Who wants to stay Fit and Healthy.3. Can choose new players Lipa Buco, Fruitas Buco and among others4. Keeps the doctor away by boosting nutritional needs & sickness prevention.5. The potential market size is $37.5 million. Vita Coco niche is $ 15 million
  • 5. Steps 6 to 10 Vita Coco is about Hydration6. Vita Coco is stacked with potassium, and is as natural as natural gets (some say it’s like putting a straw in a coconut). Vita Coco is about hydration and healthy living.7. Price is mid priced, 10%-20% below/above competitors.
  • 6. Steps 6 to 10Vita Coco is about Hydration6. Will Use TV, events & experiences7. Will be distributed nationwide8. Uses niche market as generic approach to win. “I love Vita Coco! It’s real coconut water from handpicked coconut. It’s delicious and so good for you.” - RIHANNA
  • 7. 1. Vita Coco PTM are the “Activeindividuals” and “On-The-Go”professionals. Demographics: Active Individuals (aged: 15-24) and young professionals (aged: 25-34), male and female, social class ABC, single and married. Lifestyle: “On-The-Go” professionals and trendy/energetic/active individuals.
  • 8. 1. Vita Coco PTM are the “Activeindividuals” and “On-The-Go”professionals. Behavior: Daily, at least 3x a day, min. of 250ml to 500ml, thirst quenching, energy boosting and with several health benefits.  Relieves headache  Eliminate swelling hands and feet  Boost poor circulation and other more.
  • 9. Individuals needs to have fun, hip and healthy lifestyle Self-Actualization Needs (Self-DevelopmentI enjoy fun and healthy life. & Realization) Esteem Needs (Recognition, Status) I am hip and Social Needs (sense ofbelong to healthy peeps belonging, love)I drink “water of life” Safety Needs (security, protection) Physiological needs (food, water, shelter) Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler 9
  • 10. 2. Individuals needs, wants& demands Individuals needs to be hip with their peers, active-fun lifestyle and healthy life. Individuals select Vita Coco over other liquid beverages because of proven health benefits, fresh coconut taste, global credibility, price, ready-to- drink, affordability and endorsed by pop celebrity idols. FDA approved. Vita Coco celebrities rihanna, madonna, lindsay lohan.
  • 11. 2. Individuals needs, wants& demands Individuals demands thirst quenching, fresh and natural coconut taste. Vita Coco water is so nutritious and beneficial that it is said to have everything that is good for you. It is in hip ready-to-drink packaging could last for 12 months refrigerated.  100% NATURAL  NO FAT. NO CHOLESTEROL  FIVE ESSENTIAL ELECTROLYTES.
  • 12. 3a. Coconut water is thenewest and hottest drink withmany indirect competitors. Direct: (new players) LIPA FRUITAS Indirect: (new players)
  • 13. 3a. Coconut water is thenewest and hottest drink withmany indirect competitors. Variables: social status, price, packaging, branding, availability, health benefits, Philippine Product – export quality, marketing campaign and promotion. Madonna campaigns…
  • 14. Buco water is nutritional for all ages. Vita Coco dominates for active individuals due to promotion. Price vs. Age MatrixPrice/ 0-13 yrs 13-24 yrs 25-49 yrs 50yrs upAgeMatrixHighprice Vita Vita Vita Vita Lipa Lipa Lipa LipaLow fruitas fruitasPrice fruitas fruitas
  • 15. as of 2011Example of a benefit positioningvs. brand map for toothpaste Benefit Positioning vs. Brand Matrix Harder to stand out amidst the competitive clutter.
  • 16. 4. Vita Coco can be potentialmarket leaderVita Coco offers:1. Attractive yet portable packaging2. Long shelf-life up to 12 months3. Endorsed by globally and renown personalities4. Nutritional benefits5. Substitute as an energy drink.6. Fresh, Natural, and “Young-coconut” taste.
  • 17. 4. Vita Coco can be potentialmarket leader Vita Coco will come in as a new player and not as a local. Price is mid priced, 10%-20% below/above local competitors. USA To PHILiPPINES
  • 18. 4. Brand Positioning “Hydrate Naturally” Vita Coco is stacked with potassium, and is as natural as natural gets (some say it’s like putting a straw in a coconut). Vita Coco is about hydration. It’s okay if you’re not a marathon runner, a football player or a Tour de France winner. Life is hectic enough, and you should be hydrated while you live it. Go ahead, get hydrated and remember that life is a sport.Source:
  • 19. 5a. Coconut water estimatedmarket size based on inquirer andPhilippine Coconut Authority. There is an increasing number of coconut local consumption and export demand for the past years. Annual growth rate is 40%.
  • 20. 5a. Coconut water estimatedmarket size based on inquirer andPhilippine Coconut Authority. “Vita Coco will invest 15 million USD in the Philippines for the next 4 years. The market for coco water is increasing by 40% annually.”
  • 21. 5b. Fruit Beverage is 17.2%sales value share in 2005. Total Liquid Beverage Industry Source: Pepsi IPO Prospectus
  • 22. 5b-c. Based Vita Coco data,there is annual increase of40%, investment of $15million1. Vita Coco investment in the Philippines because of opportunity of $15 million.2. Vita Coco and statistics shows 40% increase annually for buco.3. Then total coconut potential market size is $15 million/40% = $37.5 million. Source: Pepsi IPO Prospectus
  • 23. 5c. Consumer data indicatessize of $ 2.5 million (potential)1. $1 million out of $15 million potentially generated locally.2. $ 1M / 40% = $2.5 million.
  • 24. 5. Global Potential marketsize produced locally inDollars.1. Competitor data= potential of $2.5 million covers local market only.2. Company data = 37.5 million based on potential market globally produced locally.3. Customer Usage data = 37.5 million based on potential market globally produced locally.
  • 25. 6a. Vita Coco superior display and potential local leader. US display in the supermarket which offers other new buco mixed flavors. Lipa is distributed limitedly to few food chains while fruitas are in stalls in the malls (both not found inLimited supply Display in stalls supermarket)
  • 26. 6a. Show how product looks vs. competition (indirect)Coffee and Energy drink Mineral waterchildren juice and artificialdrinks juice drink.
  • 27. 6b. What makes Vita Cocodifferent as a product? Only Vita Coco with shelf-life up to 12months. Only Vita Coco in tetra pack in different sizes and new buco mixed flavors. Only Vita Coco taste like a fresh, natural and young-coconut taste. An energy drink with health benefits
  • 28. 7. Vita Coco not locallyavailable yet. – pricing Lipa comes with PET bottled and in- canned with price range of 35-45 pesos small servings (200-350ml) While Fruitas served in cups with prices of 30- 40 big servings (250-700ml). Vita Coco is mid priced, 10%-20% below/above local competitors.
  • 29. 8a. Vita Coco will use TV, eventsand experiences, and word ofmouth
  • 30. 8a. Vita Coco will come up hipcommercials for activeindividuals and “on-the-goprofessionals.Vita Coco Hip Commercial
  • 31. 8a. Vita Coco commercial withfresh, natural and “real”experience.Vita Coco “real” customer experience
  • 32. 8a. Vita Coco endorsed by POPICON. (commercial)Vita Coco RIHANNA
  • 33. 8a. Vita Coco as a Miracle Drink(commercial)Vita Coco is a Miracle Drink
  • 34. 8a. Vita Coco as an Energy Drink andhelps lose weight. (commercial) Vita Coco “hydration”
  • 35. 8b. Lipa Buco found inlimited food chains only. Lipa has different packaging with short shelf-life. It’s distribution is selected food chains only. Weak Promo mix.
  • 36. 8b. Fruitas Buco has somemall “stall” outlets. “Stall” outlets in some mall in metro manila and provincial areas. Served in per cupped with very short shelf-life yet it is affordable.
  • 37. 9. Vita Coco will be distributednationwide partnering with giantdistribution networks. Where is your product available?  Supermarkets, sari-sari stores, convenience outlets, drugstores  Nationwide  Pick up by customers  Cash and Card transactions.
  • 38. 10. Vita Coco is a potentialmarket leader.Coconut water market has very big potential market having local SME sized players. Vita Coco is to dominate target market ages 15-24 = active individuals ; ages 25-35 = young professionals. It has an excellent marketing programs and strong advertising. Investments came from US and now to Philippines with $15 million expansion budget. Channel through stable and expanding distributors.
  • 39. 2012 EditionThe 10 Step Marketing Plan i-PLAY NYEL BERROYA Ateneo Graduate School of Business February 28, 2012