BRAND MANAGEMENT (BM)

CASE BASED ASSIGNMENT

CASE 2: GONE NUTS FOR COCONUTS

Analysis of the business environment
There has been a huge decline in the consumption of soft drinks or carbonated drinks which
has a very huge amount of sugar in it. People in the society are becoming healthier and more
self-conscious. There is a huge demand of juice recently by the consumers which has made
big differences in the consumption and buying behaviour of the people.
The customers are expecting more health conscious and benefit drinks or juices by the
companies and not products which will make them sick and get diseases like becoming obese
or diabetic.
Different brands like Vita Coco, etc have already made its place in the market. It has been
very popular in US market after its launch. People enjoy drinking their various flavours
available. The company is a major competitor in the fresh juice or coconut juice industry.
Coco-licious one of those brands who first thinks about its customers health and well-being
and then about its own benefit. It wants to work for the betterment of the society, making the
society and people living in it healthier, refreshed and also enjoy the fresh taste of nature.
They have identified the needs of the customers and worked upon it and have introduced a
product called as the CocoCraze. It is a 100% natural coconut juice with no added flavours
or preservatives. They have followed the market trend and introduced this product for its
consumers who are more into sports, athletics, people who are health conscious and thinks
about their own wellbeing.

Positioning platform for the product

The Coco-licious Company will position themself in various manners, for example,
positioning dependent on a particular attributes, some concerning client, while others
regarding purchasers, and at last positioning as for showcasing marketing mix components.
 Positioning with respect to their consumers: The company will gather the data from
the customers. The organization will decipher the purchaser's satisfaction, fulfilment,
disappointment, emotion and feeling about the product. In the wake of investigating
this, the organization will then position its product since costumers are the most
elevated need to the Coco-licious Company.
 Positioning with respect to its competitors: There are numerous rivals in the
market. The organization will first search for the contender's activity towards their
own products. This implies that the organization will look what benefits the
contenders give, what is the situation of the rivals on the lookout, and what strategy
system are the contenders following. In the wake of dissecting this, the organization
will then decide how they will position its product in the market.
 Positioning with respect to elements of marketing mix: Cost is one of the most
critical components in positioning conventional as well as branded items. The
organization will have to zero in on cost to position the product. They will position it
in the market by taking a sensible cost. Packaging could be another variable.
Organization will give the item in the market through attractive packaging so that the
product can catch the purchaser's mind. The organization will create diverse size
options as well. Distinctive size items will catch the diverse pay level purchaser.
Quality is also an important factor in positioning. The organization will position by
 giving great quality product to its consumers. Therefore, the positioning platform for
Coco-licious’s product ‘CocoCraze is as follows:
For: Health-conscious people, people related with sports or athletics, people looking for an
alternative for soft drinks or carbonated drinks.
CocoCraze: Best alternative for carbonated drinks in the market
Because: Has no preservatives or added artificial flavours. Is one of the healthy options for
summers to quench your thirst for something other than just water.

Competitors
The serious competition frequently influences an organization promoting endeavours and its
accomplishment in pulling in an objective market. There are lots of soda company in the
market as a contender. So, the organization needs to dissect the advertising insights,
organization size, generic organization size, conventional rivalry, and channel rivalry.
There are many competitors in the coconut juice industry. Some of the major competitors for
CocoCraze in the juice market are as follow:
 Vita Coco
 Zico
 O.N.E
Although these are international companies, they still are shipped to India for people who
want to purchase it as not many companies sell it in the country and fresh coconut water is
sometimes not available nearby.

Identification of brand offering

Even though the health benefit is known by everyone, still the consumption of coconut juice
is very less in India. This is why, the company Coco-licious thought of introducing a product
to attract people into a healthy lifestyle and better life. Coco-licious is an Indian beverage
company who is offering more than 10 different flavours of coconut juice. They are offering
coconut water in different forms like coconut juice with pulp, without pulp, etc in more than
15 different cities around the country.
They are also thinking of expanding their product line by offering flavoured water, and other
flavoured coconut juice infused with vitamins, etc in the future.
They are a brand who offers 100% natural coconut juice with no added flavours, colour or
preservatives. The flavoured juices that they are selling are all natural that comes from
different fruits or herbs extract like strawberry, ginger, raspberry, mint, etc. They have
followed the market trend and introduced this product for its consumers who are more into
sports, athletics, people who are health conscious and thinks about their own wellbeing.
They are constantly thinking of changing their portfolio by using no sugar in any of their
products and just by using natural sweetness from the coconut juice. They are thinking of
bringing new and innovative products to offer to the customers who are more interested in
healthy drinks and their own wellbeing.