1. Group members
• Vivek Bajaj 03
• Parambodh Chordia 07
• Megh Mehta 26
• Viraj Shah 44
• Ankit Vaishnav 55
• Aayushi Yadav 59

3. Overview
• Tender Fresh manufactures and exports Tender Coconut water
and other coconut products
• Manufacturing plant in Kerala
• We export to places like China, Europe, USA & UAE

4. Manufacturing & Exports
• We intend to follow the Amul`s strategy for procuring raw
materials
• Purchasing Coconuts from different places in South India
• Process Coconut water in Kerala and pack it in Tetra-
packs, Tins & Plastic Bottles
• Recycling the waste and make subsidiary products such
as coconut rope

5. Coconut Industry
Strengths of the Indian Coconut Sector
• One of the largest producers of coconut in the world –
Sufficient raw material surplus.
• Quality of Indian coconut product enjoys good reputation.
• Access to good technologies
• Dominant ethnic population in the Gulf, UK and US
• Being a natural and eco friendly product, coconut industry has
a future and potential .

6. Coconut industry

7. Health Benefits
• Increasing rehydration
• Boosting the immune system
• Decreasing heat stroke
• Increasing blood circulation in diabetics and anti-aging
treatments.
• Coconut water nutrition comes from the fact that it’s a rich
source of vitamins and minerals

8. Products
• Main product: Pure Coconut water
• Coconut water in different flavors
• Coconut oil
• Coconut coir
• Desiccated coconut
• Copra
• Coconut shell charcoal

9. Challenges
Weakness
• Lack of exposure to the international market and its specific
requirements
• Lack of market penetration
• Competing countries of South East Asia have already an
established presence in important international markets and
have cost advantages
• Supply side is highly disorganized and fragmented .

10. Distribution
• Tie–ups with MNC`s such as Wall Mart and other local retail
store outlets.
• Partnership with GNC (General Nutrition Centers) ,
gymnasium ,health centers etc.
• Appointing agents for sales of our product in retail stores
• Building contact with local distributors and suppliers

11. Marketing
• Participation in trade, fairs and exhibition
• Marketing based on health benefits of coconut water
• Distributing free samples of packaged coconut water in retail
stores
• Using Social media (Facebook)

12. Three- faced- Competition
Domestic competition:
Angel pearl, tender coconuts, pure tropic
Major exporting countries:
Brazil, Indonesia, Philippines
competition from host countries market :
Vita coco, one, zico

13. Packaging
• Attractive containers & plastic bottles which will appeal in
foreign market
• It will help in easy transportation & handling
• It will preserve the quality & will not be effected by adverse
whether conditions

14. Pricing
• Penetrative pricing policy
• Reasons:
– To compete in international market
– To achieve competitive advantage
– To increase market share
– To sustain in the market for long time

15. Schemes & Incentives
• Packaged coconut water has been included in the Focus
Product Scheme and made eligible for 2% incentive
• Coconut shell worked & copra, has also been included for
special benefit under Focus Product Scheme
• Coconut products such as coconuts (fresh, dry), coconut oil,
desiccated coconut, coconut shell un-worked, have been
already brought under VKGUY (5%)
• Coconut products are also eligible for 1% to 6.3 % DDB
• Coconut oil is entitled to 1.5 per cent under Duty Entitlement
Pass Book Scheme