Scribd Logo
Upload

Welcome to Scribd!

  • Nilgai Foods - Positioning Packaged Coconut Water in India - Discussion Questions New

    Uploaded by

    prathmesh kulkarni
    96 views1 page
    Cocofly is an Indian company that packages and sells coconut water. The document discusses Cocofly's marketing strategy, including its focus on product differentiation over cost leadership, targeting the health-conscious consumer segment, utilizing other FMCG distributors, and the need to focus on more than just low costs to gain long-term market share through brand positioning. Key aspects of the marketing mix like product, price, place and promotion are also addressed.

    Original Description:

    Original Title

    Nilgai Foods- Positioning Packaged Coconut Water in India- Discussion Questions new

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    Cocofly is an Indian company that packages and sells coconut water. The document discusses Cocofly's marketing strategy, including its focus on product differentiation over cost leadership, targeting the health-conscious consumer segment, utilizing other FMCG distributors, and the need to focus on more than just low costs to gain long-term market share through brand positioning. Key aspects of the marketing mix like product, price, place and promotion are also addressed.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    96 views1 page

    Nilgai Foods - Positioning Packaged Coconut Water in India - Discussion Questions New

    Uploaded by

    prathmesh kulkarni
    Cocofly is an Indian company that packages and sells coconut water. The document discusses Cocofly's marketing strategy, including its focus on product differentiation over cost leadership, targeting the health-conscious consumer segment, utilizing other FMCG distributors, and the need to focus on more than just low costs to gain long-term market share through brand positioning. Key aspects of the marketing mix like product, price, place and promotion are also addressed.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 1

    Nilgai Foods: Positioning Packaged Coconut Water in India

    Discussion Questions

    1. Discuss the marketing mix strategy of Cocofly. Emphasize the product,


    price, place, and promotion aspects of its marketing strategy. 


    2. Discuss which generic strategy of Porter’s Cocofly adopted to gain


    competitive advantage. Is the company focusing on cost leadership or a
    product differentiation strategy? 


    3. How can the beverage market be segmented? What should be the target
    segment for Cocofly? 


    4. Is Cocofly’s current distribution strategy the right one for the product?
    Given Cocofly’s expansion plan, should it try to establish its own
    distribution network, or should it continue to piggyback on the 

    distribution network of other FMCG companies such as Patanjali Ayurved
    Ltd. (Patanjali)? 


    5. Would a low-cost strategy be sufficient for Cocofly to gain market share in


    the long term? If not, what else should the company focus on to create a
    different brand positioning in the market? 


    You might also like