New product development strategy (Green Coconut Water) named "Jol"

1. W
elcom to
e
P
resentation on
“New P
roduct Developm S
ent trategy”
Presented by:
Golam Musabbir
ID: 1230943

3. 
Jaul is a kind of soft drink that provides the
consumers with processed green coconut
water in bottles. For the marketing purpose
of the product we have decided to launch
three product lines. The Jaul would be
launched in the market at 250 ml. 500 ml.
and 1 Litre bottle.

4. Market Segments
Geographic Segmentation:
 Sylhet
 Rajshahi
 Khulna & Barishal
 Chittagong
 Dhaka
Demographics:
 Individuals
 Family
 Sportsman
 Business buyer

5. Market Segments (cont.)
Psychographics:
 Higher class
 Higher mid class
 Middle class
Behavioral:
 Sick people
 Health conscious
 Sophisticated who take the new product from the
market

6. Target market and projections:


Our target is to maximize profit by providing
maximum satisfaction to the consumers.
Analyzing all the segments, we decided our
target market according to our product
category. The target customers of “Jaul” are
sick people, health conscious people,
sportsmen and tourists.

7. Com
petitive Analysis

The Soft drink industry is very much
competitive. Many soft drink companies have
acquired a significant portion of the market.
But the unique features of “Jaul” will take it far
beyond the reach of the competitor. Because,
no one has yet thought about selling green
coconut water in such a specialized way.

8. SW analysis:
OT
Strengths:

1. Available input materials

2. Low production cost

3. Technological and marketing knowledge

4. Strong distribution channel

Easy manufacturing process

Reasonable price
W
eakness:

It is easy to copy the idea by others

Taste differ from the natural green coconut
water

Green coconut water cannot be preserved for
longer period

9. SW analysis (Cont.):
OT
Opportunities:




Monopoly market
Large market
High demand
Might have a chance to get subsidies by Govt. to
export
Threads:




High competition in future by copying the idea
Entrance of new product
Alternatives are avoidable in some segment
Uncertainty of launching a new product.

10. Competitor Analysis
The major soft drinks and juice companies of current
market are:
 Pran Groups
 Starship
 Euro Cola
 RC Cola
 Coca cola
 Pepsi
 Acme
 Danish
 Foreign Products etc.

11. Strategies against competitors:







Providing the best service to create high customer
satisfaction
Reasonable and acceptable pricing
Promising and providing top quality product
Launching highly effective mass promotional
activities
Continuous innovation and modification of the
products
Creating and maintaining long term customer
relationship
Creating “Brand Loyalty” among the target
consumers

12. Pricing Strategies:

Setting the pricing objectives

Determining Demand

Estimating costs

Types of cost and level of production

Analyzing competitor’s costs, prices and offer

Selecting a pricing method

13. Promotional Strategies




Advertising:
We initially will give more emphasis on paper ads
and TV commercials.
Personal Selling:
Sales persons will inform the consumers about the
cool refreshing taste and nutritious aspects.
Promotional tools:
Initially 50% discount just make our new product
familiar with the customers.
Public relations:
seminars, commit social development, cultural
functions etc.