2. • cocosal is a kick start for your day. It comes in cutsomized portions,
so you choose exactly how much you need to get the most out of
your day. It is a pioneering energy product that can be used by
everyone, irrespective of age, and has many health benefits.
• cocosal is primarily made from cocoa, raisins, and herbs. It is the
combination of these ingredients that provide a long lasting
energy.
• It does not contain high levels of caffeine, taurine, guarana, or any
other ingredients that may have detrimental health effects.
• The brand was developed by a group of entrepreneurs in the
United States of America in the year 2008.
Executive Summary
3. Mission Statement
To attain global market leadership in Functional Foods by virtue of
an unique portfolio of Health Food Products. We are committed to
serve our consumer with hygienic, safe and finely made to
perfection products, and to lead the industry in nutrition research
and education.
Committed to deliver superior returns to our stakeholders and
marketing partners by tirelessly pursuing new growth
opportunities while continually improving our profitability, a
socially responsible, ethical company that is watched and
emulated as a model of success.
Corporate Strategy
4. To be a respectable corporate entity having market
leadership with global footprints in Functional Food
Industry, consistently delivering value to all stakeholders
with a high degree of environmental and social
responsibility.
Our Vision and Value Proposition
5.
6. Product Details
Nutrition Facts
Serving Size 1 square (11g)
Servings Per Container 6
Amount Per Serving
Calories 64 Calories from Fat 52
% Daily Values*
Total Fat 6g 9%
Saturated Fat -
Cholesterol -
Sodium -
Available Carbohydrate 5g 2%
Dietary Fiber -
Sugars 6g
Protein 2g
Vitamin A - 0% Vitamin C - 0%
Calcium - 0% Iron - 0%
* Percent Daily Values are based on a 2000 calorie diet. Your daily
values may be higher or lower depending on your calorie needs.
Ingredients: Cocoa Mass, Raisins,
Herbs (adaptogens), Sugar, Edible
Vegetable Fat, Cocoa Solids &
Antioxidant (E322)
Directions to use: Meant to be
eaten up to one hour before
exercising or starting a hectic day.
Cocosal®Energy Chocolate
Flavour: Dark Chocolate
Serving size: 11g square
Pack and Price MRP Rs.:
Jar (85 squares) 6 Square Box 2 Square Box
1700 (Rs. 20 each) 90.00 35.00
7. Long Lasting Energy
Mental Focus
Maximize Performance
Other Benefits:
- Stabilizes depressive moods
- Treating anxiety and stress
- Chronic fatigue
- Insomnia
- Enhancing mental and physical performance
- Increasing memory
- Enhancing the immune system
- Enhancing overall health
Benefits of cocosal®
8. • This wonder herb is grown in Serbia, Eastern Europe, and North
West China, and has been used for centuries to cure most
ailments
• There have been many studies conducted on this particular
herb and many have published positive results
• It is known to improve mental awareness, physical strength,
endurance, memory, and sleep patterns
• It has also helped those who suffer from intense stress and it
has been shown to be one of the best natural treatments for
anxiety
Active Ingredients – Herbs (Sal)
9. • Among the Kuna people of Panama, who drink up to 40 cups of
cocoa per week, rates of stroke, heart disease, cancer and
diabetes are less than 10%
• Tests to date have found that the equivalent of four cups of
cocoa dramatically increased blood flow to the arms and fingers
of people after only four days
• Flavanols, the unique compounds found naturally in cocoa,
impact on the blood system which stimulates an increase of
blood flow to the brain, particularly in areas that light up during
tasks that require alertness
Active Ingredients - Cocoa
10. Strengths
- A very healthy and safe alternative to other energy products
- Innovative products that have never been introduced in either
India or overseas markets
- Broad target customer base, and not just confined to “party
goers” or “grownups”
- Strong, fresh & fashionable brand identity
SWOT Analysis
11. Weaknesses
- Above average prices compared to regular chocolates or health
drinks; However much cheaper than Energy Drinks
- Reliant on small product base. The Company has a portfolio of
only two products, Energy Chocolate and Energy Mix
- Inexperience: Company is only 3 years old in India
SWOT
12. Opportunities
- Extension of product line into healthy energy drinks, energy
shots, energy gels
- Hardcore advertising and promotion to students and young
professionals
- Consumer recognition through sponsorship of school, college,
and corporate events
- Raising awareness about healthier alternatives to energy
drinks and caffeine based products
SWOT
14. • The market of energy drinks, which is so far dominated by Red
Bull, is attracting various new players, who are coming up with
healthier alternatives
• FDA presently does not have any restriction on the usage of
caffeine. Hence, to protect consumers, the FDA might restrict
the caffeine content in energy products, or might restrict its
use to a certain age group, due to caffeine’s detrimental health
effect
• In India there are not many food supplement products which
are nutritionally safe and healthful
Predictable Future Trends
16. • Direct Competition
– Energy Drinks
• Red Bull
• Cloud 9
• SJ XXX
– Glucose Based Products
• Gludon-D
• Perk Glucose
• Indirect Competition
– Chocolate Brands
– Coffee
– Tea
– Instant Mix (Rasna & Tang)
– Packaged Juices
Main Competitors
17. Segments such as Energy Drinks and Sports Drinks are mainly
consumed in the age group of around 24 years who are on the
higher side in terms of economic status, i.e. working executives
and the affluent class.
Major Consumer Segment
18. • The core target market segments for cocosal consists of the
age group between 15 – 60
• Teenagers and young adults between age 15 to 45 need energy
products due to their “on-the-go” lifestyle
• Recent studies indicated that 65% of the energy drinks market
consists of male consumers
• Energy supplements with high sugar levels are more popular
among children and women, while those with strong taste and
flavor are more preferred by male consumers
Target Market Analysis
19. Target Customers
Working professionals
• This category of the population work long hours and like to enjoy their
evenings. Some of them also go to the gym, and therefore require
extra energy after a long working day.
Students
• Students are always thriving to improve their concentration and focus
while studying, and sometimes even struggling to stay up all night in
order to prepare for exams. During exams and other important hours
they want extra alertness and focus to perform at their best.
Health Conscious Individuals
• This category entails no age group and includes everyone who is
looking to eat better to lead a healthy lifestyle. Most of them workout
and watch their diet religiously. They prefer foods that are natural and
do not contain harmful ingredients.
21. • Crystal clear
• Consumer based
– Relevant and credible to the customer
– Write in consumer language and from consumer’s view
point
• Competitive
– Distinctive
– Focus on building brand elements into powerful
discriminator
– Persuasive
– Sustainable
• Consistent
Brand Positioning Strategy
