Coco Fresh Overcoming Entry Barriers in Health Drinks Arup Majumdar Bhavika Bali Deepika Dhingra Subba Lakshmi Prabha Sreeraj Karpe
VRIO Analysis
Arup Majumdar and Bhavika Bali are two of the youngest start-ups in India in the healthy and organic beverages segment. Their products are made from all-natural, unprocessed, and uncontaminated ingredients, and they aim to make healthy drinks accessible to people in a way that was never possible before. In the face of stiff competition, the two co-founders set out to create a business that would not only deliver high-quality products to consumers but also make them sustainable and
PESTEL Analysis
As I was studying the marketing plan of Coco Fresh’s ‘Health Drinks’, I found out that most people in the target market are not familiar with their brand or product. This is a major obstacle as many of them might be skeptical or intimidated by the idea of taking a health drink. In a scenario where many people have to rely on healthy alternatives due to the fast pace of life, I think Coco Fresh will face a stiff competition. They will have to invest heavily in advertising to create awareness,
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“Coco Fresh is a company that has taken a bold step into the health drinks industry, a category that is still largely untapped in India. To achieve entry barrier-breaking levels of success, we had to focus on creating a brand that not only looks great on-pack, but also appeals to the health consciousness of our target consumers. We started with the primary challenge of the unique positioning that our brand could take. We chose ‘Sugar and Salt free’ as our main selling proposition. This allowed us to strike a unique balance
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“I came up with the idea to create a health drink brand, called “Coco Fresh” in the year 2012. Initially, I thought this would be a very easy and lucrative business for me. But to my surprise, this idea faced a lot of challenges. At that time, the world of beverage industry was flooded with various competitors. Many players were coming into this space. Also, the entry barriers were very high. To compete, we need to create a new market, and the biggest hurdle
Marketing Plan
Arup is a budding entrepreneur, and his journey with Coco Fresh began from his home in Uttar Pradesh. Being an expert in the field of health and nutrition, Arup started this business to cater to the need of young people, who were losing interest in taking any form of medication as a result of modern lifestyle. At that point in time, there were no health beverages available in the market, and the market size was minimal. Arup knew he needed to create an impact, and this is how he
Financial Analysis
Coco Fresh is a popular brand in the health drinks market in India. The brand offers a range of healthy, low-sugar, low-fat, and low-calorie options for health-conscious consumers. Its products include water, fruit-flavored water, herbal drinks, and coconut water. However, Coco Fresh faces challenges in the market due to its entry barriers. Firstly, consumers often believe that coconut water is a natural and healthy drink, which is why health drinks with find