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Nilgai Foods: Positioning Packaged Coconut Water in India
內容大綱
In June 2017, the two founders of Nilgai Foods Private Limited reintroduced Cocofly-a fresh, healthy, and pure coconut water-at the lowest price point among competing brands. The initial response to the product when it was first introduced in 2016 was overwhelmingly positive. However, the two founders were concerned in 2017 that Cocofly might be unable to sustain its success for the future. Some important questions were worrying the two founders: How could they avoid the commoditization of their product? How would they differentiate Cocofly from its competitors? Was price differentiation a sustainable strategy? What was the right marketing strategy for a market dominated by unorganized competitors and some early entrants? How should they expand their market across India, especially in the coastal cities of the country, where coconut water was readily available through unorganized companies?