GROUP 3

MARKETING PLAN FOR “KUBE NSUO”

GROUP NAMES INDEX NUMBERS

GYAU KWAKU FRIMPONG 219000646
JOHN BANDA 219034656
BENJAMIN ANTWI 219034672
VIVIAN AMOH 218046022
PAULINA AZUBIRE 217004210
 EXECUTIVE SUMMARY

 The Enepa Coconut water is a subsidiary of Enepa Ventures Limited, a dealer in

various farming inputs like fertilizers and seedlings

 The assigned name for the product is “Kube Nsuo”

 “Kube-Nsuo” is a kind of soft drink that provides the consumers with processed
green coconut water in packs and in three(3) product lines: 250 ml, 500ml and 1
litre

 With Prices as Ghs 3, Ghs 5 and Ghs 10 respectively

OBJECTIVES

Our company has chosen our objective to maximize market share and believe that a
higher sales volume will lead to lower per unit costs and higher long-run profit. We
have set the lower price because we assume that the market is price sensitive.

Our overall objective is to capture the maximum market share by setting lower
price using the penetration pricing strategy
 VISION STATEMENT:

“ To become a market leader in producing the best natural based coconut fruit
drink”

MISSION STATEMENT:
“ To produce a natural based fruit drink from coconut at an affordable price”
PRODUCT DESCRIPTION

 The fruit drink would be made out of Coconut fruit

Packaged into various convenient packs of 250ml, 500ml and 1 litre

We estimate a development cost of Ghs 250,000

 The packs chosen are biodegradable which are environmentally friendly

PRODUCT PROFILE

Name of the Product: “Kube Nsuo”

Type of Product: Enepa Coconut Water
Ingredients: Pure natural green coconut water, mineral salts, vitamins C.
Container: Stylish packs
Container size: 250 ml, 500 ml, 1 Litre
Product Price: 250 ml for Ghs 3, 500 ml for Ghs 5 and 1 litre for Ghs 12
Brand Slogan: Coola Coola “Kube – Nsuo”… Always Refreshing
 MARKETING ANALYSIS

 Customers:

Segmented on the basis of Geographic, Demographic, Psychographic and Behavioral

characteristics.

 Competitors:

the major selling soft drinks and juices are Frutelli, coca cola , Pepsi and other
foreign products
 TARGET MARKET AND PROJECTIONS

 The target market are categorized as

I . Sick People iv. Tourists
ii . Health Conscious people v. General Customers
iii. Sportsmen

 The prices charged are as follows:

I . 250ml for Ghs 3
ii. 500ml for Ghs 5
iii. 1 litre for Ghs 10
TARGET MARKET CHART
General People
22%

Health Conscious
32%

Tourist
3%

Sick People
43%

Health Conscious Sick People Tourist General People

MARKET RESEARCH AND ANALYSIS

 The population of the country is estimated about 28 million

 The total market size is estimated to be about 10 million

 Predicting the sizes of packs to the various kinds of customers

I . 250ml for the rural, middle class and individuals

ii. 500ml for sick people and tourists

iii. 1 litre for small family

 MARKETING STRATEGY

We adapted the four P’s consisting of:

 Place

 Promotion

 Price

 Product
 SWOT ANALYSIS
 STRENGTHS:
Available input materials
Low production cost
Technological and marketing knowledge
Strong distribution channel
Easy manufacturing process
Reasonable price
WEAKNESS:
Easy to be copy strategy
Differences in taste of coconut fruit
Preservation challenges
CONT. SWOT ANALYSIS:
OPPORTUNITIES:
Monopoly market
Large market
High demand

THREATS:
High competition in future by copying the idea
Entrance of new product
Alternatives are avoidable in some segment
Uncertainty of launching a new product.
 POSITIONING:

 Through mass media, we explain the nutritional elements in the coconut

juice which helps improve the health of the sick as well as prevent any

related health issues. Hence, the need for our product

The use of penetration pricing makes the product more cheaper than that of

competitors
 PROMOTIONAL STRATEGIES:
 Advertisement through mass media
To put in the minds of potential customers that, our product is to help improve their
health

 Reduction Sales
Periodic promotional sales would be conducted on specific times of the year at
various geographic locations to help increase sales volumes as well as increase the
market share

 Public Relation
The use of seminars, engaging in social developmental activities and organizing of
community games for publicity purposes.
DISTRIBUTION CHANNEL:

 We will be the sole distributor for the start and later distribute
through dealers when the market spreads out.

We will also set up Wholesale shops at each geographic location

specified by the company
 REVIEW AND CONTROL
 Sales Analysis
Periodically comparing your set target to your actual sales to know which place to
give more attention and the promotional strategy to use
 Market Share Analysis
The size or the portion of the market our product controls can be estimated
based on the volume of sales the product records relative to that of our competitors.
 Return On Investment
It is the benefit or return that is realized out of an investment or the revenue that can be realized
out of the cost invested within a given period of time.
THANK YOU !!!