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Coconuts are grown in other parts of the world but the maximum growth from countries other than India are from Indonesia, Philippines, Sri Lanka and Thailand. Some dehusking machines, much different from the one under study exists there, but is not used to the optimum. Hence, if marketed properly, this product can gain considerable ground in the foreign market.

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5.2 Product Positioning

Positioning is an important method that focuses on positioning the product in customers mind. After specifying our target as the coconut industries and traders mainly in South India, we will first try to understand their psychology. A stringent analysis will be done to understand the way the product could be made attractive to them. Thereafter efforts will be made to inform the customers about the dehusking machine by different advertisement and promotional strategies. By highlighting its USP and showing live demonstrations the customers will be made to realize the products benefits.

Post selling is an important phase that stresses on the customer retention process. This will be done by considering upon the complains and difficulties faced by consumers, and solving them through R & D.

5.3 Demand Estimation – Market Research

Over more than 45 organizations and coconut traders using the manual procedure to dehusk coconuts were contacted through these means: -

1. One to one meeting 2. email and snail mail 3. Telephonic conversation

An innovation catalogue along with a covering letter (Annexure I) was sent to some of them in order to create awareness about the new technology and generate interest. Subsequent technology related queries were answered with the help of the innovator.

5.3.1 Customer Feedback or Perception

The organizations contacted personally (ref: List of organizations contacted personally) were asked different questions to ascertain their interest and willingness to buy the machine. Their inputs, after showing them the video of the machine were collected and analyzed under certain parameters listed below:

o Price

o Maintenance cost o Technical reliability o Effectiveness of dehusking o Operating cost

o Operating life o Size

29 o Labour charges

o Ease of use o Effort required o Health Problems

5.3.2 Feedback of organizations contacted personally

Most of the organizations gave a positive response. Their Name, Address and Contact are listed in Annexure II & III.

What did companies comment about the future selling of the m/c?

The companies contacted personally were very much convinced and some even wanted to buy the machine immediately. The companies from Kerala eg. Panniankara Oil Mills, told that labour is very costly in Kerala and this machine will be a boon for traders like them, as it will increase the profits by decreasing the cost of production.

The companies expressed that this type of machine will be of a great demand and will capture the future coconut dehusking industry if marketed properly.

Will the proximity of m/c making any difference?

The companies by talking to our team and having the Innovation Catalogue became got convinced, but they wanted to have a view of the working of the machine. So during sales, the working of the machine has to be demonstrated to the customers for their better understanding and judging.

5.4 Pricing

The innovator prices the product at Rs. 13,500, but it is recommended based on the market study that an upward price revision could be considered. The pricing is done taking into consideration the cost of raw materials, factory overheads and the profit. The break-up is given later in this report.

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5.5 Promotion Strategy

Promotion

The target markets and the prospective customers will be reached through

promotional strategies and advertising. Since most of the customers are farmers and from the rural segment of India, the advertising has to be done in local dailies, village fairs, and awareness programs. For the industries using coconuts as their raw material, promotion has to be done through personal selling, advertising in magazines.

Concentrating on Tamil Nadu & Kerala.

Sector wise: -

Villages

- Local Newspapers - Rural Fairs

- Personal visit with demonstration - Local cable channels

- Pamphlets

- Also by word of mouth Industries and urban coconut shops

- English, Hindi and newspapers in local languages.

- Personal Visit and demonstration - Local channel advertisements - Industrial tidings.

5.6 Distribution Strategy

After the customers have paid their advance or are ready to buy, the dehusker is sent to the customers by the following means: -

Distribution centers

- For remote villages, one shop is made available for each village for storing one machine and keeping 2 to 3 extra depending on the demand.

- For a cluster of villages, one common shop is to be established to the nearby market well connected to the villages.

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Distribution to customers

- From factory to distribution centers: -

Only spare parts are taken to the distribution centers for the ease and economical transportation of the product.

- From distribution centers to customers: -

- If customer is situated near to the distribution center, the machine is assembled in the center itself, then transported to the customer.

- If customer is situated far away from the distribution center, then the partial assembling is done in the center and rest is left for the customers place. This is for the ease and economical transportation of the product.

In both the cases, a trained mechanic is sent for the proper assembling, functioning and training the people who are involved in using it.

5.7 Sales Strategy

De-husking Machines are priced to be cost effective in the short as well as the long-term. Since our main target market are the farmers and taking the fact under consideration that they cannot make the full payment at a single go, they are allowed to pay in installments. Proper distribution channels will be set up and sales force will be given the required training. After sales service will also be provided.

Targeting villages for the coconut traders and shops.

Manpower needed:

Per village – 2

Total number of targeted villages in Tamil Nadu and Kerala – x Total number – 2x

Skills required from the sales people:

1. Fluent in local language.

2. Convincing skills.

Training required:

About - Machine

32 - Marketing

- Convincing skills - Good communications - Fluency in Local languages

Things required to be carried by the sales personnel:

- Video clips

- One machine for demonstration (in fairs and in distribution centers)

- Pamphlet

- Price catalogue with installment schemes.

Installment schemes:

Considering no advance payments, since farmers are not likely to pay any amount before the real use of the machine starts.

# Scenario 1

Full payment after receiving the machine i.e. Rs. 14,000/- So no installments

# Scenario 2

Half Payment i.e. Rs. 7,000/- Rest half in a period of 6 months.

i.e. per month Rs. 1,230 (1,170 + 60 = 1,230 /-)

After Sales service:

Maintenance of this product is very low except for daily check of nuts and bolts, and oiling twice a day. Blade sharpening is not necessary - they should last for years.

Still trained personnel will be sent for any technical problem for a period of six months after installation.

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Sales Forecast

Quarter 1 2 3 4 5 6 7 8

34 Sales (No.

Of

Machines)

8 8 8 8 10 10 10 10

Price 14,560 16,016 16,016 16,016 16,744 16,744 16,744 16,744