Final Requirement

in

International Marketing

Submitted by:

Marjorie B. Guingab

Submitted to:

Mr. Gerry Laggui

Subject Professor
 Coconut Products

Coconut, known as the "tree of life". Coconut remains to be one of the most important crops
and a major export of the Philippines. It is considered a major export, contributing 3.6% of the
country's gross value-added (GVA) in agriculture. With 69 out of 82 provinces in the country
producing coconut, the industry has a total production area of 3.62 million hectares and
provides an estimate of 2.5 million farmers with employment. The Philippines is the second
largest producer of coconut products in the world, next to Indonesia. The Davao Region in the
Philippines is the top coconut-producer which contributed 14.4% to the country’s total coconut
production for the year 2018. As such, the coconut industry is also one of the major sources of
employment generation in the Philippines. Coconut-based products have displayed a solid
global export growth brought about by the rising global demand. Major Philippine traditional
coconut products include copra, copra meal, coconut oil, desiccated coconut, coconut shell
charcoal, activated carbon, and oleochemicals. There are also non-traditional coconut products
like coco chemicals and coconut food and non-food products. Among the non-traditional
coconut food products exported by the Philippines are fresh coconuts, grated coco meat, coco
flour, nata de coco, coconut water, coconut milk powder, liquid coconut milk, macapuno,
frozen coco meat, coconut chips, and coco jam.

Furthermore, Coconut products in the Philippines aim to target traditional and non-traditional
products manufacturers who value high-quality coconut for their products. Our business,
equipped with sufficient startup capital, is ready to introduce this exceptional product to the
world. We are embarking on a journey to market Coconut Products outside the Philippines,
with a comprehensive and robust marketing strategy. Firstly, we will focus on building a strong
brand identity that communicates the quality and uniqueness of our product. Investment in
professional branding and packaging design will ensure that our product stands out in the
international market. The packaging will emphasize the organic nature of the coconut, its
origin, and the sustainable farming practices employed in its production. Secondly, relationship
building forms a significant part of our strategy. We aim to establish strong connections with
key industry players. Participation in international trade fairs and coconut festivals will provide
us with the opportunity to meet potential buyers and let them experience our product
firsthand. Direct outreach to potential buyers, offering samples and detailed information about
our product, will further strengthen these relationships. The coconut industry has been one of
the significant contributors to the Philippine economy.

The coconut industry has been thriving for years, and with the help of social media, it has
become more accessible to reach potential buyers. One of the marketing strategies that the
coconut products industry has been utilizing is social media. By creating social media accounts
such as Facebook, Instagram, and Twitter, the industry can showcase its products to a broader
audience. Social media has become an essential tool in promoting the coconut industry to
potential buyers worldwide. Through social media, the coconut industry can showcase the
different products that they offer. These products include coconut oil, coconut milk, coconut
sugar, and other non-food products like coconut coir and coconut lumber. The industry can also
share various recipes that use coconut as the main ingredient, which can entice potential
buyers to try their products. Furthermore, social media can also help in building the coconut
industry's brand. By creating a social media presence, the industry can establish its identity and
differentiate itself from other competitors. A strong brand image can attract more buyers and
can lead to increased sales.

In terms of coconut products export, the Philippines is one of the leading countries that export
coconuts. The top five buyers of Philippine coconut products were the United States, the
Netherlands, Japan, South Korea, and China. These countries import coconut products such as
coconut oil, desiccated coconut, and other coconut-based products.

In conclusion, the coconut industry has been utilizing social media as a marketing strategy to
promote its products and reach potential buyers worldwide. With the help of social media, the
industry can showcase its products, build its brand, and attract more buyers. Moreover, the
Philippines is one of the top coconut exporters globally, and it continues to supply coconut-
based products to different countries worldwide.