final report of bottled coconut water

1. 4
Executive Summary
We want to produce Bottled Green Coconut Water. We have prepared this feasibility plan
on that basis. We have assigned a name for the product as “Trishna”. Since the raw
materials are available in our country, we have decided to give the product an indigenous
image.
Trishna is a kind of soft drink that provides the consumers with processed green coconut
water in bottles. We have decided to launch Trishna at three product lines in the market
at 250 ml. 500 ml. and 1 Litre bottle with a reasonable price. We would gain a
competitive advantage, as this is a first hit in the market.
We have targeted a huge market segment of US$433 million in Bangladesh, India and
Pakistan for the product with starting investment of US$652174 including 67% of equity
and 33% of debt. The plant & machineries will be installed at Kalurghat vari shilpo elaka
being backed by high technological supports of UK, USA and Netherland. The green
coconut water “TRISNA” is targeted to produce 0.8 million liters for the initial year with
US$521739 sales revenue. The business hopes to make a net profit of US$22760 on the
basis of 5% profit margin for the first year. The company sets a distinct managerial organ
gram to maintain the whole operations.
The raw materials for the product will primarily be collected from domestic market & the
company will seek the required raw materials from abroad targeting highest coconut
producing countries; India, Indonesia & Malaysia, for the increased demand. The product
is delivered through a specified distribution channel for local market & global market.
The agents/distributors in foreign markets are placed to maintain the product flow in
respective countries.
Our target is to maximize profit & creating loyal consumers by providing maximum
satisfaction. We will use the Societal Marketing Concept, which holds that achieving
organizational goals depends on how well the marketers identify the needs, wants &
interests and deliver the desired satisfaction more effectively & efficiently than do
competitors. We will use marketing communication mix for promoting our product. We
are using the natural ingredients for preserving this product. This is very good for the
health of the people & it is also quite refreshing for the summer season. Our target market
includes health conscious people, sick people, sportspersons & many other consumers,
segmented from the Demographical, Geographical & Behavioral point of view. After all,
we hope our company will emerge as a born global company in soft drinks industry in
this subcontinent.

2. 5
Table of content
Serial
No.
Description Page
No.
1. Business description segment 06-09
2. Marketing segment 10-17
3. Marketing Mix 4P’s 18-20
4. Production segment 21-23
5. Management segment 24-25
6. Financial management segment 26-27
7. Conclusion 28

3. 6
Business Description Segment
Introduction
Coconut water is one of the most delicious and nutritious drinks. It has got many
medicinal properties. It keeps the body cool, prevents summer boils and subsidies rashes
caused by small pox, chicken pox, measles etc.
Because of saline and albumen in coconut water, it forms a good drink for cholera,
checks urinary infection, and diarrhea, and effective in the treatment of kidney stones and
urethral stones. It can also be injected through intravenous in emergency case.
It aids quick absorption of medicines and has natural isotonic beverages with some level
of electrolytic balance as we have in our blood. It is urinary antiseptic and eliminates
poisons in case of mineral poisoning. It is good for infants suffering from intestinal
disturbances. It is an antidote to ward off the ill effects of tobacco and alcohol, an
excellent tonic for old and sick and cures malnutrition. Found as blood plasma substitute
because it is sterile, does not produce heat, does not destroy red blood cells and is readily
accepted by the body. Coconut water with lot of vitamins, protein, sugar and minerals can
serve as nutrition and health drink, energy drink, sports drink, welcome drink, and
welfare drink.
Coco water contains organic compounds possessing healthy growth promoting properties
that have been known to help : Keep the body cool and at the proper temperature, orally
re-hydrate body, it is an all natural isotonic beverage, carry nutrients and oxygen to cell,
naturally replenish body's fluids after exercising, raise metabolism, promote weight loss,
boost immune system, detoxify and fight viruses, cleanse digestive tract, control diabetes,
aid body in fighting viruses that cause the flu, herpes, and AIDS, balance PH and reduce
risk of cancer, threat kidney and urethral stones, boos poor circulation.

4. 7
Business Idea
We are supposed to produce bottled coconut water ‘TRISNA’ with natural preservation
process. We found increasing demand and numerous nutritional value of the coconut
water. Coconut tree is known as “Tree of Life” because we can live practically based on
coconut alone. One of the greatest Nature’s gifts is COCONUT WATER. Coconut water
is one of the most delicious and nitrous drink many would like to drink. Each Coconut
contains about 750ml of coconut water. Furthermore, coconut is bulky and perishable
without proper packaging which make is a challenging task to transport coconut water
over a long distance. Now there is an answer to these obstacles. Our team has found a
way to process, stored and transport coconut water in a concentrate from overseas
without ANY ADDITIVE OR PRESERVATIVE. Coconut water is collected and
processed to retain its freshness, nutrition and unique aroma. Now coconut water is
available in a considerably large quantity to be further processed into ready to drink
packaged coconut water anywhere in the world. Therefore anybody can have 100%
natural coconut water. So we decided to produce bottled coconut water ‘TRISNA’.
Numerous medicinal properties of Coconuts:
Good for feeding infants suffering from intestinal disturbances, oral dehydration medium,
contains organic compounds possessing growth promoting properties, keeps the body
cool, application on the body prevents prickly heat and summer boils and subsides the
rashes caused by small pox, chicken pox, measles, kills intestinal worms, presence of
saline and albumin makes it a good drink cholera cases, checks urinary infections,
excellent tonic for the old and sick, cures malnourishment, diuretic, Effective in treatment
of kidney and urethral stones, can be injected intravenously in emergency case, Found as
blood plasma substitute because it is sterile, does not produce heat, does not destroy red
blood cells and is readily, accepted by the body, aids and quick absorption of the drug
and makes their peak concentration in the blood easier by its electrolytic effect, urinary
antiseptic and eliminates poisons in case of mineral poisoning, An antidote to ward off
the ill effects of tobacco and alcohol.

5. 8
Company Profile
Name of the company: Pioneer Beverage (pvt.) Ltd
Operational layout:
Start of Business: January 2016.
Head office: 712, O.R. Nizam Road, GEC, Chittagong, Bangladesh.
Factory: The proposed project to be located at Kalurghat vari shilpo elaka
under Chittagong District.
Registration: Pioneer beverage will register itself as a Joint-stock company.
Mission:
Pioneer Beverage (pvt.) ltd launches TRISHNA with a mission to satisfy the consumer
needs for beverage and geographically cover the whole Bangladesh, India and Pakistan
for beverage market.
Vision:
Pioneer Beverage (pvt.) ltd launches TRISHNA with a vision to be the leading beverage
manufacturer by creating superior quality for the mass consumers along with giving
importance to consumers’ affordability.
Company Objectives and Strategic Goals:
Make a worldwide presence in business sector
Provide the value added products
Maximizing asset value
Capture high market share in soft drinks industry
Access to a high growth rate
Building high relationships and loyal customer
Serve the standardized product

6. 9
Product Profile
Name of the Product : Trishna
Type of Product : Green Coconut Water
Ingredients : Pure natural green coconut water,
Sugar, mineral salts, calcium.
Container : Stylish plastic bottle
Container size : 250 ml, 500 ml, 1 Litre
Product Price : 250 ml for Tk. 15
500 ml for Tk. 25
1 litre for Tk. 45
Estimated Durability : 06 Months from date of manufactured
Machinery used : Advanced technology imported from
USA, UK and Netherlands.
Brand Slogan : Drink Natural…...
Live Better!!
Product Logo :
1-litre 500ml 250ml

7. 10
Marketing Segment
Market Research and Analysis
Our company wants to develop and introduce a new Product. So, we have gathered
information through in-depth interviews. We made a survey of the market and consumers
to have a clear idea about our market, our customer demand, needs and wants. This
information helps us to know about the current market and prospects.
Market Description: (Current scenario):
The total market size of the soft drink industry is about 400 million liters (US $393
billion) and day-by-day it is increasing. North America, Europe and Japan are the most
mature markets for global soft drinks.
We have a spread worldwide market of different convenient products. People are
nowadays very much concerned about the market and product conditions. So we have a
growing prospect of capturing customers. Among the population we worked out few
segments of customers who will prefer our product most.
MarketOutlook:
Current Scenario indicates the market is matured but still there is room for growth. To
enter this matured market product differentiation as well as cost-leadership is
unavoidable. That’s why TRISHNA is going to introduce 100% natural beverage which
is less costly than that of existing substitute ones.
Estimated MarketShare:
In first year TRISHNA projected sales volume is US$ 521,739 where as total Market
size is US$ 433 million. So we are going to capture 0.12% market share in very first year.
At the end of the 3rd year we are expecting to capture 0.73 % market share in
Bangladesh, India and Pakistan as a whole.

8. 11
EstimatedSales Volumefor 1st threeyears:
Pricing:
Per unit cost= (498979/0.8 million)
=0.6237 USD
Per unit price= (0.6237*0.05) +0.6237
=0.6549 USD/Tk45
Estimated Production for 1st three years:
Country Total
Market
(Us$)
Growth
Rate (%)
Expected
Sales(USD)
Year 1 Year 2 Year 3
Bangladesh 18
million
14% 20870
(0.12%)
58435
(0.33%)
126219
(0.70%)
India 182
million
16% 219130
(0.12%)
613565
(0.33%)
1325301
(0.73%)
Pakistan 233
million
39.8% 281739
(0.12%)
788870
(0.33%)
1703958
(0.73%)
Total 521739 1460870 3155478
2016 2017 2018
Estimated
production(liters)
0.8 million 2.24 million 4.83 million
Cost of goods
sold(USD)
293,826 621,784 1,365,588
Other expenses(USD) 205,153 462,992 876,772
Profit margin
(5%)(USD)
22,760 376,094 913,118

9. 12
To succeedthe customer-driven marketing strategywe have to
follow a four-step procedure:
MarketSegmentationand Targeting
Market Segments
There is no single way to segment a market. We have considered different segmentation
variables to view the market structure. Here we looked at the major geographic,
demographic market segment variables.
Geographic Segmentation: Geographic segmentation refers dividing the market into
different geographical units, cities, or even neighborhood. Primarily we are intended to
serve the following countries:
Bangladesh
India
Pakistan
By the time being we are intended to expand our markets to Sri Lanka, Malaysia, Middle
East, EU countries, Western Europe, China, Vietnam, Japan, and South Korea.
Select Customers to serve
Segmentation Differentiation
Create Value for
Targetedcustomers
Targeting
Positioning
Decide on a Value Proposition

10. 13
Demographics: Demographic segmentation refers to divide a market into groups based
on market segmentation variables such as age, gender, family size, family life cycle,
income, occupation, education, religion, race, generation and nationality. After analyzing
demographic variables stated above we divided the market into the following
demographic units:
Individuals
Family
Sportsman
Business buyer
Students
Tourists
Workers
Behavioral: Behavioral segmentation refers to dividing a market into groups based on
consumer’s knowledge, attitudes, and responses to a product. Basically it is the best
starting point for building market segments.
Behavioral segmentation variables are classified into the following subclasses:
Occasion Segmentation: It divides a market according to occasions when buyers get the
idea to buy or use the purchased item. By researching occasion segmentation we have got
the following occasion:
Different ceremonies
During games and sports
In hot weather
Benefit segmentation: It is the division of market into groups with the different benefits
that consumer seeks from the product. By analyzing the benefits sought by the consumers
we have divided market into following segmentation:
Sick people
Health conscious
Sophisticated people who take the new product from the market

11. 14
Market Targeting and projections:
 Evaluating market segments: In evaluating market segments we have
looked at three factors:
1. Segment size & growth
2. Segment structural attractiveness
3. Company objective & resources
We have collected and analyzed data on current segments expected profitability. We are
interested in segments that have the right size and growth characteristics.
We have also examined major structural factors that affect long run segment
attractiveness. Since it is the new & innovative product introduced by our company. We
have a great opportunity to capture the potential customers with least competition and
large market.
Here we observed that every segment we stated above is attractive, accessible and
profitable for us. Since our company is resourceful, we will try our utmost to deliver the
product to whole segments.
So after analyzing above stated three factors we have found that we are
resourceful to cover whole the segments efficiently and effectively. We do believe that
we will definitely able to deliver superior value to the potential customers and capture the
value from the customers in return.
Selecting target market segments:
Analyzing and evaluating all the segments, we decided our target market
according to our product category. The target customers of TRISHNA are sick people,
health conscious people, sportsmen and tourists. The company decided to charge Tk. 15
for 250 ml bottles, Tk. 25 for 500 ml bottles and Tk. 45 for 1 Liter bottles, if we consider
price versus taste & nutrition received then we can see that taste & nutrition received is
more in value. Therefore charging the mentioned prices is justified.
The following graph gives a clear idea of our target market.

12. 15
TargetMarket:
Health Conscious - 32%
Sick people - 43%
Tourist - 3%
General people - 22%
We separate our target market into four different segment based on their geographic,
demographic, psychographic and behavioral characteristics.
I. Health conscious:Health conscious people basically the sports person are one of our
largest target markets. In this segment, we get a lot of potential customer. One third of
our total population is young. This is a significant number that we have to concern about
them and provide product, which is fit for them. About 35 million people of this total
number are health conscious.
II. Sick people: Sick people are one of our major considerations. More than 3 million
children suffer from diarrhea that needs liquid food. Not only child but also the adult
might suffer from those types of problems. So they will be our potential customer.
III. Tourists: Every year a huge number of tourists visit different countries. We want to
provide them with “Trishna”. Since it is a natural drinking they will intend to consume
it.
IV. General Customers: Besides the above segments, the generalcustomers will acquire a
significant portion of our target market. People generally eat various kinds of soft drink
for their refreshment. So we capture them easily by our product a natural soft drink.
Target Market
32%
43%
3%22%
Health Conscious
Sick People
Tourist
Others

13. 16
Competitive Analysis
The Soft drink industry is very much competitive. Many soft drink companies have acquired a
significant portion of the market. But the unique features of “Trishna” will take it far beyond the
reach of the competitor. As no one has yet been thought about selling green coconut water in such
a specialized way. To evaluate our prospect of “Trishna” in the current market, we have
analyzed the market situation in various ways. Following are some demonstration of the analysis:
SWOT analysis:
The product existence in the future is depending on its strengths, weakness,
opportunities and threats analysis:
Strengths:
Available input materials
Low production cost
Technological and marketing knowledge
Strong distribution channel
Easy manufacturing process
Reasonable price
First mover advantage
Weaknesses:
Taste differ from the natural green coconut water
Green coconut water cannot be preserved for longer period
Opportunities:
Monopoly market
Large market
High demand
Might have a chance to get subsidies by Govt. to export
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
Uncertain political relationships among the nations.

14. 17
Competitor Analysis:
The major juice companies and soft drinks of current market are:
Direct Competitors (juice) Indirect Competitors (soft
drinks)
Others
Pran juice Coca cola Foreign products
Acme juice Pepsi Zeco
Danish juice Mojo Angzcoco
Strategies against competitors:
To compete with the major competitors we can adopt the following measures:
Providing the best service to create high customer satisfaction
Reasonable and acceptable pricing
Promising and providing top quality product
Launching highly effective mass promotional activities
Continuous innovation and modification of the products
Creating and maintaining long term customer relationship
Creating “Brand Loyalty” among the target consumers availability of
goods near at hand.

15. 18
MARKETING MIX 4P’s

16. 19
Product:
Trishna is a 100 percent Coconut Water which
will be produced and marketed by the Pioneer Beverage (pvt.) Ltd
BRAND NAME: “Trishna”
Place:
In the initial phase we would be outsourcing Coconut processing and packaging of
Coconut Water under “TRISHNA” brand.
Coconuts would be purchased from India, Indonesia & Malaysia would be
outsourced to local producer.
Coconut water Processing & Packaging would be outsourced to local producer.
Mode of Transport: Water and Road Transport.
Pricing:
As a new comer our pricing strategy is to introduce our products in the market at lower
prices so as to create huge demand in the market and then compete with other
competitors.
As we come up in the demand, we will increase our prices and will provide more
efficient and affordable Coconut drinking water.

17. 20
Promotion Strategies:
Sales promotion: We will provide sales discounts & free delivery for the large
scale buyers.
Public Relation: We will have a separate team for maintaining & building strong
relationship with the existing & prospective buying agents and customers
respectively.
Personal Selling: We will hire some students as the promoter of the brand.
Individually, each target consumer will be knocked & known about the company
and its offerings, also making an opportunity to create good relationship with
consumers. This campaign will run quarterly. (For Bangladesh only).
Direct Marketing:
 Direct mail and brochure: We will send mails to address of the target
buying agents where they will be given an offer of different packages. A
company brochure will also be sent as well to let them know them about our
company and product.
Besides these, we will also promote our product through TV advertisements and
Billboards.

18. 21
Production Segment
Advantages of the project location:The proposed project to be located at
Kalurghat vari shilpo elaka under Chittagong District. It is a place where a good
number of industries have been developed. The project site is enjoying facilities like
electricity, water, skilled labor and good road and river communication.
Purchasing Machineries:To ensure high quality we will import the
Machineries and Advanced technology from USA, UK and Netherlands.
Contracts with suppliers: First of all we will make contracts with local
suppliers for raw materials from domestic market & the company will seek the
required raw materials from abroad targeting highest coconut producing countries;
India, Indonesia & Malaysia, for the increased demand.
Building & Others Civil Works:
The project would require:
Raw materials Go-down
Finished goods-down
Factory building
Boundary wall, septic tanks, labor shed
Factory office and MD room
Sub-station and Generator Room

19. 22
ProcessFlow chart:Manufacturing process:
We have shown the manufacturing process through a process flow chart and the factory
lay out.
Collecting coconut from
tree
Rejecting poor quality coconut
Storing (away from sun)
Washing
Collecting water from coconut
Transferring waterinto cooling
tank
Bottling the water
Packaging
Marketing
Storing in a chiller

20. 23
Production Distribution Channel:
Distributor
Factory
Port/Shippin
g
Customer
Agent/Deale
r
Customer
Retailer
Wholesaler
Wholesaler
Retailer
Storage Foreign MarketDomestic Market

21. 24
Management segment
Organ Gram
CEO
Director – Marketing &
Public Relation
Director Operation Director - Finance
Department of Marketing
 Marketing manager
(1)
 Sales Representative
(7)
 Negotiator (2)
Online Marketing
 IT officer (2)
Public Relation officers
(5)
Administration
 Executives (5)
 Receptionists(
2)
Technical
Production Unit
 Assistant Engineer (2)
 Supervisor (2)
 Labor (14)
Warehouse
Management
 Manager(1)
 Labor (2)
Accountant (1)
Cashier (1)
Raw Materials
 Supervisor (1)
 Labor (3)
Part time door to
door promoters
(30)
Advisor

22. 25
ManagementTeam:
Pioneer Beverage will be a private ltd company initiated by four entrepreneurs.
 CHOWDHURY, AHMED SADMAN FAYAZ shall be the CEO,
 HOSSAIN, MD. IQBAL shall be the Director of Marketing,
 HAQUE, A. K. M JAKIRUL shall be the Director of PR,
 ISLAM, SARFARAJ shall be the director of finance.
A Professional engineer will be appointed as the head of operation. He will be
accompanied by two assistant engineers.
The marketing team will consist of one marketing manager with 7 sales
representatives. It will have some part time door to door promoters who will knock
probable buying agents to let them know about TRISHNA.
Management& Human ResourcesProfile:
The Advisor would be a PhD holder in related field with 10 years experience.
Head of Operation – would be a Production Engineer.
Assistant engineers (2) will be diploma engineer. One from Mechanical
Engineering & the other from Chemical Engineering.
The accountant (1) should have minimum Bachelors in Accounting.
The PR officers (5) will have sufficient knowledge & experience in Public
Relations.
Executives (5) will have minimum bachelor or equivalent degree.
Part time Promoters (30) will be appointed from reputed Universities who will act
as our brand promoters on a specific period of years.
Sales representatives (7) will work as our missionary sales force. They have to be
very efficient. For that reason we will hire the experienced people.

23. 26
Financial Management Segment:
Resource Requirements:
The initial start-up capital for Trishna will be BDT 45 million (US$ 652,174). Two-
thirds (BDT 30,000,000) of the investment will be provided by promoter shareholders
(equity) and the rest one-third (BDT 15,000,000) will be taken from BRAC Bank Ltd as a
5 year term loan at 15 % interest. Loan will be repaid within next 5 years.
The following is a start-up summary of the resource required:
Particulars Amount (BDT) Amount (USD)
Legal expenses 200,000 2,899
Marketing expenses 2,000,000 28,986
Office equipment & Rent 1,000,000 14,493
Factory equipments 500,000 7,246
Pick-up van(2) 2,800,000 40,580
Delivery Van(1) 1,500,000 21,739
Machineries & Building 26,500,000 384,058
Contingency 500,000 7,246
Working capital 10,000,000 144,928
Total 45,000,000 652,174

24. 27
Requirement Distribution:
Here are the financial highlights of Trishna for projected 03 years. The
assumptions are listed in the following table presents the summarized pro forma
income statement for the projected 03 years.
Assumptions related to projection:
 Accounts receivable will be 10% of Net Sales & Accounts Payable be 7.5 % of
Net Sales.
 Machineries will be depreciated in straight line method over 10 Years.
 Office equipment, Pick-up Van, Delivery Van & Factory equipment will be
depreciated in straight line method over 8 years.
 Cost will increase @ 10% per Year
 General reserve will be 20% of net profit.
 At 3rd year reinvestment will be financed from retained earnings & 40% loan.
 At 4th & 5th Year reinvestment will be financed from retained earnings.
 Tax rate is 37.5%
 Share Capital BDT 30,000,000 [15000 shares @ BDT 2000 Per]
Means ofFinance Amount in BDT Percent (%) Total
Equity 30,000,000 67%
Debt 15,000,000 33%

25. 28
Conclusion:
As a born global company, it may be very hard & competitive to operate in world market.
But we think the product that we are offering is value added & having increasing demand
in Bangladesh, India and Pakistan. In these large populated countries, lots of people are
looking for such product. We are always on the lookout for opportunities that can both be
profitable at the short run & long run. We have gone through some theoretical
explanation. If the all strategy & all considerations take place properly, we hope to
generate a high growth rate & large market share in soft drinks industry through
“TRISHNA” & consequently we can move to rest of the targeted countries.