2.

Marketing Mix

5.1 Marina’s products

The Marina brand has obtained ISO 22000, GMP and HCPPA certificates for its
process excellence. Marina is the only virgin coconut oil manufacture in Sri Lanka to have
received the USDA, JAS and BRC certifications. Marina has various products and only
several coconut products are ideal to export Kuwait[ CITATION Mar19 \l 1033 ].

Table 5.1 – Features of Marina products to be introduced to Kuwait

Product Features, benefits and shelf life

 100% natural and manufactured
according to international standards.
 Free from cholesterol.
Marina Coconut Oil
 Non-hydrogenated and contains no
trans - fatty acids
 24 months from date of manufacture
and costs KWD 5 for 1l
bottle[ CITATION Mar191 \l 1033 ].

 100% natural and manufactured

according to international standards.
Marina Organic
 Does not go through any chemical
Virgin Coconut Oil
refining process.
 Lauric acid makes it unique in
helping to prevent natural immunity of
the body[ CITATION Mar191 \l 1033 ].
 The coconut milk is manufactured
Marina with a fat content of 22%
Coconut Milk
 Product has to be refrigerated once it
is opened and to be used within 3 days of
opening the can.
 24 months from date of manufacture.
 400 ml tin will cost KWD 2[ CITATION
Mar191 \l 1033 ].
 5.2 Marina’s marketing mix

The below Table 5.2 addresses the elements of product, price, place and promotion of
the marketing mix in relation to Marina Foods (Pvt) Ltd.

Table 5.2 - Marketing Mix for Marina

 Marina will sell its products, namely, Marina Coconut Oil,

Product Marina Organic Virgin Coconut Oil, Marina Coconut Milk

 The prices will be fairly high in relation to other local brands

Price
sold in Kuwait.
 Online sales by online stores.
Place  Sell in supermarkets and organic stores in the country.
 Sell at food festivals.
 Promotion in super markets
 Promote in Kuwait International Agro Food Expo.
Promotion
 By Facebook and Whatsapp.
 Promote by cooking programs over the television and radio.