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A Fresh Message
Mike Jones began Coco Loco in 2006 and saw an opportunity to make some quick money and supplement his full time income. He was able to source coconuts quite easily since he lived and operated out of the Manzanilla area, the heartland of the coconut estates. Mike began by acquiring contracts to service small scale supermarkets in the area. The company was always credited with being able to be the provider of the timeliest product to market (freshness). For the first 3 years, Mike and his pal, Sam, managed the operations with the use of two labourers. After acquiring additional supermarkets in other rural areas in the South land, Mike expanded operations and employed four additional employees.
“Up to that point, we had room to grow but we really had no advertising plan,” Mike stated. “We were relying mostly on word-of-mouth.”
By 2009, Mike hired three additional persons to focus on selling to rural pharmacies and small scale convenience shops (parlours and NP quick shoppes). The company was now a major employer in the rural community and often supplied water to formal events in the community.
“Competition was getting tough for both of our outlets at that point,” Mike added. Companies like Cedros Fresh were expanding operations and there was now imported coconut water on the market from Malaysia, which critics denounced as not tasty and not ‘national’. “We ran a national radio spot three times each week. Then we had an advertiser print flyers for insertion in weekend newspapers. That gave us a little more exposure.”
Mike and Sam now admit that they never realized the value of a sound promotional plan before now. “We wish we would have put together something catchy with a jingle way before now,” they said. For over a year, a regional radio station has been growing in
popularity. The station has been appealing to rural communities. Many manufacturers and other businesses have recognized the value of the station. The station had approached Coco Loco but Sam felt that the national advertising would be better.
Question:
a. Which elements of the promotional mix may be most effective for Coco Loco?
Step by step
Solved in 2 steps
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- Batter Master, based in Alberton in Gauteng, produces an instant batter which is used to coat fish before it is fried. It has been a lifelong dream of Zuzie Van De Venter to become an entrepreneur. So, after a 15-year career in the food industry, she and her husband bought Batter Master from a family friend in 2006. “At the time (in 2006) instant batter was a product that was not readily available in the South African market. We knew that it would help businesses save time and money, as well as aid with consistency throughout franchises or chains.” When they took over Batter Master, they only had the batter recipe and no clientele. “We started out by blending the ingredients for the instant batter in our garage at home which we turned into a small factory and began supplying small fish and chips shops until we started supplying batter to Shoprite and Checkers in Gauteng in 2013,” Zuzie continues. “We started supplying around three tons per month to Shoprite and Checkers in Gauteng.…Batter Master, based in Alberton in Gauteng, produces an instant batter which is used to coat fish before it is fried. It has been a lifelong dream of Zuzie Van De Venter to become an entrepreneur. So, after a 15-year career in the food industry, she and her husband bought Batter Master from a family friend in 2006. “At the time (in 2006) instant batter was a product that was not readily available in the South African market. We knew that it would help businesses save time and money, as well as aid with consistency throughout franchises or chains.” When they took over Batter Master, they only had the batter recipe and no clientele. “We started out by blending the ingredients for the instant batter in our garage at home which we turned into a small factory and began supplying small fish and chips shops until we started supplying batter to Shoprite and Checkers in Gauteng in 2013,” Zuzie continues. “We started supplying around three tons per month to Shoprite and Checkers in Gauteng.…Adventure Mountain Bikes was founded by Ahmed Baasim 2015. An Architect by profession, he was a keen cyclist who spent his weekends with many friends cycling and having fun in the hills around Islamabad. He was very competitive and loved to take his bike off-road to test his strength and endurance. However, he found that the bikes themselves kept on breaking-down under the strain. So Baasim designed and built several bikes to overcome this problem. Many failed but eventually he came up with the ultimate in off-road bike, which he called the Prince Bike'. People liked this bike very much and he was asked to build and sell them to other cyclists in the Islamabad region. It went so well that soon he was able to give up his own job as an Architect to focus on the production of the bikes. As the mountain bike sport took off, Baasim's business grew to produce 8,000 units in 2018. However, sales have fallen annually since then and forecasted sales for 2021 are only 4,000 units. Baasim's…
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