Packaged Coconut Water

BUSINESS RESEARCH METHODS

Research Project on - Packaged Coconut Water

Report submitted

Instructor: Prof. Sanjeev Tripathi

Academic Associate: Miss SonalGogri

Submitted by

On

March 16, 2015

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Indian Institute of Management, Ahmedabad

Acknowledgement

Having accomplished our aim of conducting a market research, we would like to express our gratitude to Prof. Sanjeev Tripathi for his support during the entire journey. His constant guidance, feedback and encouragement have helped us to proceed towards our predefined objective. We would also like to acknowledge the support of academic associate, Ms. SonalGogri for ensuring regular feedback and inputs at various junctures during the project.

Moreover, we would like to thank our friends and classmates, who had willingly agreed to act as respondents for our qualitative and quantitative research.

We had set out with an objective of determining the market potential for a traditional Indian drink of coconut water, in a branded package.  Having undergone various phases of research, it gives us a sense of achievement in suggesting recommendations for the same. The experience acquired through this project offered in the IIM curriculum has helped us to acquire learning that would be of a great help for us in our career ahead.

Best Regards,

AarshVir Gupta

Kangkan Paul

Naveen Tandon

Nikita Agarwal

ParthBhavsar

Sameer Kumar Jha

Executive Summary

The project was undertaken with the perspective of external advisors to the Coca-Cola India, with respect to the decision of launching coconut water variant under the minute maid brand. The study was focused upon various launch related marketing decisions including targeting, positioning, pricing, and packaging.

The Indian markets have fresh coconut water being served at roadside stall, being bought by the masses. This fresh coconut water has started to be sold in packaged form under small brands, and given the potential for the product, there is a high degree of entry threat for the industry. Hence, this provides an interesting avenue for Minute-maid to enter this product line. The existing situation of fruit juice industry in India, thus provides minute maid with a host of opportunities and challenges with respect to launch of coconut water brand.