100% Organic Coconut Water in a Real Coconut

Current Market Situation

Healthier alternatives to soft drinks

Current Market Value
Volume (L) Value (CAD)

Less sugar or additives

Vancouver 987,668 $4,760,558

Looking for more eco-friendly packaged Income+ 290,374 $1,399,604

food
Market Grow Projections by 2024
Volume (L) Value (CAD)

24.5% Vancouver 1,178,617 $5,926,006

Income+ 22,816 $1,742,246

Competitors

Parent company Coca-Cola All Market Inc. GraceKennedy Limited

Price $4.22 $2.98 $1.47

Origin United States (2004) Brazil (2003) Jamaica (1992)

Digital distribution channels Amazon - Walmart - Costco Amazon - Walmart - Costco 88 Supermarket - Walmart - Costco

No Frills - 88 Supermarket
Walmart - 7-Eleven - Whole Foods - Walmart - Whole Foods - Safeway -
Offline distribution channels Convenience Stores - Walmart - Whole
Safeway - Costco Costco
Foods - Safeway - Costco

-ZICO Coconut Water’s newest national -Vita Coco spreads brand awareness
-Uses sponsored athletes in the
campaign that encourages consumers to using professional athletes.
Promotional activities advertisements, “shelly-Ann Fraser Pryce”
nourish their bodies and minds through “let nature do its thing”
-Canada’s 5th Annual Coconut Festival
holistic living. -Canada’s 5th Annual Coconut Festival

Target market 24-53 years old who are healthy conscious 25-35 years old with an active lifestyle 25-54 years old with an active lifestyle
and looking for alternatives to soft drinks
Tagline Help yourself Good for feeling good Hydrate well

Social media
SWOT

Strengths Weaknesses Opportunities Threats

-Transportations costs are

high -Canadian consumers are
-Unique and differentiated -Competitors can copy the
looking for more organic
product, 100% organic -Short product life-span: 3 product easily
products
weeks to maintain best quality
-Exclusive distributor
-Can be easily copied by -Weather conditions of the
-Reduce consumption of
competitors Canadian market could affect
-Organic packaging, 0% waste single-use food packaging
-Artisan production process sales during winter seasons
-2 products in 1: -The competitors use
coconut water + meat -Natural packaging prevents additives on their products -Competitors can reduce
easy carrying like artificial flavours, prices to prevent adoption of
-Quality process
-Once opened, the product preservatives and sugar our product
-Artisan production process has to be consumed
-Consumers are looking for
-The manufacturer could raise
-New product and new brand healthier alternatives to juices
-Low calorie, no sugar added the cost of the final product
to the Canadian market and sugar-added beverages

Low calorie, no sugar added

Objectives

Launch date:
March 2nd, 2020

Profits: Sales revenue:

$183,724 $660,242

2020

Distribution (retailers) Avg monthly sales:

30 $55,020
 Young adults aged 25-54
Marketing Strategy / Target Customer
Vancouver Greater Area


$54,500+

Conscious about their health

Looking for products that go with

their healthy lifestyle
(Non-add ons, preservative free, organic)

Segment Value: $1,399,604

 All the coconut, and nothing else.
Easy opening coconut

Organic coconut water

Organic coconut meat

No added sugar

Sustainable packaging

Low-calorie drink

No preservatives or additives

$5.99
Price Strategy

Psychological pricing Variable Costs $1.42

Fixed Costs $26,667

Cost-plus pricing

Profit Margin 28%

$3 Avg. competitors price

Price $5.99
Price Strategy - Costs
Revenue
(CAD)

60,000

nue
eve
R

45,000
$34,952
Profit
Break-
even point

5,835 units
30,000

15,000
Fixed cost

Unit
1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000
 First Year Sales

Revenue (CAD)

100,000 $90,000

$75,000
75,000

$67,500
$60,000 $60,000

50,000
$45,000

$37,500
$34,952
Break-even $30,500 $30,000
$28,500
25,000

$15,000 $15,000

Before Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
March 2020 2021 2021
 Implementation Plan

Negotiations with
supplier
Find 3PL
Setup warehouse
Control demand supply Monitor supply for low-demand season
Supplier management
Supply chain Manager

Market research
Marketing strategy
Launching materials
Launching campaign
Promotional activities with retailers and customers
Marketing Manager
Digital campaign with lifestyle bloggers
Engage with customers in social networks

Find, maintain and look for new distribution partners

Create allowance for 1st retailers Create allowance for low-demand season

Sales Manager

Company setup

Budget allocation by functional area

Financial management

Financial Manager

Before Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
March 2020 2021 2021
Promotion

All the coconut, and nothing else.

CRM Product info Product info Sampling activities

Advertising Engagement Drive-to-store Yoga-studio collaboration
Advertising
 Checkpoints
Revenue (CAD)/ Revenue PoS
Number of PoS (Unit)

100,000/
40
$90,000

30 30 30
75,000
30

$60,000

50,000/
20

$30,000
10
25,000/
10 $15,000

Before Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
March 2020 2021 2021
5 year projections
Revenue Total costs Profit

$824,890
800,000/ $778,198
80%

$734,149
$692,594
$660,242

600,000/
60%
$312,644
$476,518
$512,247
$428,866 $347,382
$430,816
400,000/ $385,980
40%
$348,170

$263,727

200,000/ $183,724
20%

2020 2021 2022 2023 2024 Year

Thank you!