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POSITIONING

Attribute or Benefit

Because it is canned to keep the flavor and nutrients intact, Cocoxim still retains the great uses of coconut. Cocoxim coconut water contains cytokinin, so it helps fight aging and prevent sagging skin. Besides, coconut water also helps moisturize the skin and replenish water for the body. Many studies have also confirmed coconut water to be a natural diuretic and help prevent urinary diseases as well as kidney stones.

Add energy: The sugar and sodium content in coconut water is much lower than in sports drinks, but it is high in potassium, calcium and chloride to help replenish the body's optimal energy source.

Protects the heart: According to scientists, symptoms of high blood pressure are often the result of a lack of potassium in the body. Therefore, drinking coconut water regularly can have a positive effect on blood pressure regulation because coconut water contains relatively large concentrations of potassium and lauric acid.

Digestive aid: Coconut water can effectively help with digestive problems because it contains a lot of fiber to help limit indigestion and reduce acid reflux.

Reduces Risk of Dehydration: Rich in potassium and minerals such as lauric acid, chloride, and iron, potassium, magnesium, calcium, sodium, and phosphorus, coconut water is especially effective in regulating internal fluids and replenishing water for the body. body.

Coconut fruit is widely sold but not really convenient to use anytime, anywhere. In order to meet consumers' demand for natural and quality coconut water, a number of companies have invested in developing bottled coconut water products that are convenient to enjoy. One of them is Cocoxim coconut water product of Ben Tre Import-Export Joint Stock Company.

Products are manufactured on a closed line according to European standards, applying modern UHT sterilization technology to completely remove impurities and bacteria while keeping all nutrients and natural delicious taste. of coconut juice.

Because it is canned to keep the flavor and nutrients intact, Cocoxim still retains the great uses of coconut. Cocoxim coconut water contains cytokinin, so it helps fight aging and prevent sagging skin. Many studies have also confirmed coconut water to be a natural diuretic and help prevent urinary diseases as well as kidney stones.

2. Quality and Price

Quality:

Over 45 years of construction and development, Ben Tre Import Export Joint Stock Company (Betrimex) has quickly affirmed its brand name in the field of processing and exporting coconut products.

Betrimex is not only known as a leading manufacturer and exporter of magnetic products in Vietnam, but also a "Brand for the community".

Outstanding development achievements that have contributed to raising the value chain of Vietnamese coconut trees.

Ben Tre Siamese coconut is famous for its delicious taste and good quality raw materials, which are coconuts grown and cared for in Ben Tre.

Coconut water is becoming popular as a drink used for rehydration, but also as an ingredient in low-calorie beverages.

The products of Betrimex are manufactured by ultrahigh-temperature processing (UHT), which minimally deteriorates the quality and taste of coconut water.

Without using preservatives or artificial colors to produce delicious and healthy refreshments.

Betrimex has invested in a production factory with the world's leading modern technological process of Tetra Pak Group combined with a source of good quality raw materials, which are coconuts grown and cared for in Ben Tre.

A convenient paper packaging with a capacity of 330ml and a smart "Dream Cap" screw cap to enhance quality of life and suitable for an active life.

Price:

According to competitive advantage, we determine the price of Cocomix in Switzerland based on the neutral price. This is the fresh start to introduce a new entrance to foreign market. The combination of the high value and the reasonable price contributes a great deal to the ultimate success.

3. Use or user

Associates a brand with consumers who keep in mind health-conscious, so they aim to drive innovative and healthier solutions with coconut water as one of the main ingredients

In the role of new entrants of the coconut water Switzerland market, Betrimex directs to consumers as a ‘health booster’ in many different ways. Most often, it is marketed as a ‘rehydrator’ and ‘anti-aging’ product that opens sports drinks, health and beauty. Other health claims include stressbuster, natural diuretic, digestive soother, detoxifier, stomach comforter and cholesterol-lowering product.

3. Competition

In plant-based drinks industry, there are two options popular in Switzerland market:

Directly competitors:

HeyLife (Thailand):

Made of 100% natural ingredients

The young organic Nam Hom coconuts are handpicked and brought straight to Switzerland

Potassium supports healthy muscle function and helps maintain normal blood pressure – perfect after sport

Harvested by hand, packed by time

The pink color is actually a sign of quality: It only occurs in fresh, never heated coconut water that has been processed as gently as possible.

VitaCoco (US):

Established philosophy company's positive impact on farmers and communities in The Philippines and Sri Lanka.

Vita Coco Coconut Water is great on the go, in smoothies, for hangovers, for post-workouts, and for the general human tendency to get thirsty.

The wide range of products includes in coconut milk, desiccated coconut and virgin coconut oil

Expanded distribution system in 6 regions: UK, US, South Korea, Philippines, Singapore, Canada

The #1 selling coconut water in Tetra Pak

Source coconuts from tropical countries around the world.

Obrigado (Brazil):

Harvested on the brand’s own sustainable farms in the state of Bahia.

The drink will be available in the UK – the brand’s first market outside the Americas, and its first in Europe – with more than 1,400 points of distribution across the Greater London area.

One of Mintel’s top food and drink trends for 2018

A unique farming method with barcoded trees and high-precision irrigation systems

Create a positive impact the environment by a zero-waste goal plan

Indirectly competitors:

Joker

Bottled in Mâcon, France in 100% recyclable packaging units with already 25% rPET

A low-calorie fruit juice with coconut water

A strong tradition of fruit-juice expertise

Natural taste, quality and good cheer for the whole family

Only sugar naturally present in fruits, no preservatives, no artificial colorings and no added sugar

Joker is the first national fruit juice brand to display the "Nutri-Score" logo (nutrition labeling system) on the packaging in all ranges.

=> Positioning

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TARGETING

Segment size

Physical import of coconut water in Europe is smaller compared to the consumed quantity, however, import of pre-packed coconut water is increasing, as many companies have started to directly pack NFC coconut water in producing countries. According to industry sources, European import is estimated to be around 30-40 million litres per year.

Swiss imported an average of 67,000 tons of coconut per year between 2015-2019, by far the largest proportion went to 60% was in the coconut oil, followed by soap was 11%

The consumption of coconut in Switzerland in 2019 was 17% gathering with other countries in Europe

Growth of market

Coconut imports to Switzerland have increased significantly over the period by around 15%. It is likely that the consumption will continue to increase in the next five years too, but at a somewhat lower rate of around 10% annually.

Level of competition

Substitute products

Original Coconut Water: The product is made from 100% pure coconut water in Ben Tre

Organic coconut water: Made from 100% pure coconut water from Organic coconuts grown by organic methods (no chemical fertilizers, pesticides, genetically modified ingredients,...), absolutely no added sugar.

Coconut Water with Tropical Juices: collab with pandan, kumquat, lotus or pinapple

Coconut Milk: original and chocolate

Coconut Milk Drink: the original ( suitable processing food and mixing drinks), the chef’s choice ( suitable for fatty dishes like curry seasoning )

Desiccated Coconut: Medium Organic Desiccated Coconut , Fine Desiccated Coconut

=> Target Market

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SEGMENTING

Demographic

- Gender: Both men and women.

Beverage is a fast-moving consumer good to satisfy immediate basic needs, which is similar, so there is not much difference in product choice between men and women.

- Age: People who are in the age 18-45.

- Income: The price of Cocoxim is very reasonable, so people who have stable income can easily afford it.

- Geographic: They live nearby crowded streets or the centre of the city. So they can get it easier in the convenience store, the supermarket…

Psychographic

- Consumers are increasingly interested in health issues in food and beverages. They limit the use of drinks with chemicals, preservatives, colorants, and a lot of sugar... So they will prioritize using natural, low-sugar drinks that are good for health. Thus, instead of carbonated soft drinks, users will prefer to choose sugar-free soft drinks with natural flavors. For example: orange-flavored fruit milk, strawberry flavor, ... green tea, herbal tea, bottled coconut water.

Behavior

-  They usually buy drinks, especially non-alcoholic beverages.

Benefit

The increasing popularity of healthy functional drinks, a desired decrease of sugar and energy intake and new flavour launches are the leading drivers behind the growing interest in coconut water in Europe in general and Switzerland in particular.

Coconut water is perceived to be a healthy drink, fulfilling expectations of modern European consumers. It contains less natural sugar and therefore has a lower energy value compared to other types of juice. Coconut, rich in potassium, is also considered to be an isotonic drink, meaning that it contains naturally occurring electrolytes that help rehydration, especially after sweating during exercise. Cocoxim’s products are available to the general public

=> Ethnic: Total population in Switzerland: German. 65% French. 18% Italian. 10% Romansh. 1% Other. Germany was the 4th country that had the highest coconut water consumption of all European countries, which was about 9% in 2019.  Furthermore, the consumption rate is increasing now, and it is likely that Germany will get to the top three largest coconut water-consuming countries in Europe in the next three to five years. Annual coconut water consumption in Germany is estimated to be around 6-8 million litres.

-> concentrated in German mostly