Western Ghats Kokum Foundation - Organic Farming Association of ...

A well laid out product information leaflet was widely circulated. Flex boards and
Posters were made and circulated to retailers.
Product was launched at the high profile functions at Raigad Fort, Ratnagiri and
Sindhudurg at the hands of popular leaders.
What remains to be done is appointment of brand ambassadors and advertisements
in print and electronic media. That being an expensive proposition is decided to be taken up
once the product’s acceptance feedback is received from all corners of the country.
Product Pricing : Before the commercial launch of the product one batch of some 2000
packs was produced at the Tetra Pak Innovation center by paying a princely sum in the
month of October 2009. The objective was twofold. One to understand the product
characteristic post processing and packaging with our unique recipe and second was to
distribute this product to our target consumer groups and elicit their feedback on value
proposition. A price of Rs. 15 was thus discovered.
Product Manufacturing and raw material sourcing : A commercial contract was put in
place with the owners of Tetra Pak Processing and Packaging Plant . Packaging material in
large quantities and raw material in adequate quantities were purchased by paying in
advance.
Product Distributors : The product is available to day through the efforts of our
distributors in the retail outlets of Mumbai, Pune and some other cities of Maharashtra.
The product is also available in Singapore and Dubai and has been test marketed in
the United States of America !
A small beginning has been made and the product is kept alive for over a year from
its launch time . A lot needs to be done yet to communicate the excellent product properties
of this drink.
The issues that need to effectively communicated are :
The drink is rich in antioxidant properties and when measured on ORAC scale it
comes at the top. Taken every day like milk and tea it will bring about immunity from variety
of diseases.
The drink is very well suited as a remedy for Urinary tract Infection.
It is a very good agent for weight reduction despite of the sugar used in it.
The drink is undoubtedly proven as an anti acidity drink a natural thirst quencher.
The drink is most suitable for IT professionals who have to spend long hours in front
of the computers that causes generation of heat in their bodies causing acidity. Imagine this
class of people are offered unlimited access to free Tea and coffee during office hours !
A kokum drink is tried and welcomed by them .What remains is easy availability to
them.
The connoisseurs of Kokum who are passionate about the promotion of this drink
like the participants in this seminar have a issue cut out for them .I am sure this will be
attempted and some day in near future Kokum will replace if not tea and coffee at least the
harmful soft drinks .
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Resource Book on Kokum (Garcinia indica Choisy)
Western Ghats Kokum Foundation, Panaji - Goa