Genesis 2010

Arthasiddhi
The Brand Management Challenge
This Time we give you a real Business to work on!

The Coco Loco Challenge

Genesis 2010

Event format and guidelines

Coco Loco Challenge is a two stage event.

Stage 1: Online submission of strategy.

The participants need to submit a comprehensive Communication and
Branding strategy for Coco Loco.

About Coco Loco: The Company is called SM Innovations where

innovation is being done around food and beverages. With an idea to serve
coconut water in a hygienic way, the owners after doing their research are
installing Brazilian concept machines that give instantly Chilled Filtered Fresh
and Pure Coconut Water. These are essentially in the form of carts installed
outside malls, office complexes etc. The USP of their machine is that it is run
without electricity, is mobile and can store 60 -80 coconuts at a time.

Key Business Objectives

• Making coconut water available in a Ready-To-Drink (RTD) format

• Coconut water the hygienic way

• Chilled coconut water for scorching summers

• Supreme quality of coconuts at the door steps• Promote health

consciousness among masses

Fresh water is
It goes
Coconut is Ice is kept served in a
through a SS
drilled and around the glass without
coil and gets
inverted coil direct contact
cool
with the ice
Genesis 2010

Target Customers and Locations

Middle class/ Upper middle class educated individuals, School Children,
College Students, Corporates, Jogging Parks, Gym, Markets, Hospitals,
Recreation Parks, Tuition Centers, Malls and Marriage Parties

The process is as follows:

Coconut is drilled and inverted

Coconut water goes through a SS coil and gets cool

Ice is kept around the coil

Fresh and pure water is served in a glass without direct contact with the
ice.

The Machine
This Machine is perfectly designed to suite the requirements of the modern
world. The machine is made of high grade FRP and the accessories are
made of food grade SS. The paints and polish are of high quality that is used
in car. The FRP is UV treated for a long life. The umbrella is made of high
quality fabric. The cooling chamber is insulated with the best material in the
industry. A large amount of space is kept inside to accommodate approx.
100 pieces of coconut. The scooter wheels along with front caster wheel
make it highly mobile.

Locations in Delhi NCR

o Gurgaon: MGF Metropolitan Mall, Spencers Hyper, Cyber Greens, DT
City Center, Ansal Plaza, Sector 14 Huda Market, Sahara Mall,
o Amity, Noida
o Delli Haat, New Delhi

The strategy should include identifying the target consumer, mediums of

communication, goals to be achieved through the plan, fixing a time frame
for execution, details of actions to be taken, and expected results of the
strategy. All this keeping in mind a highly restricted financial budget. You can
innovate in terms of: Communication/Branding, Product, Place or Enhanced
use of existing distribution network.
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• You can refer to the following

Facebook: http://www.facebook.com/pages/Coco-
Loco/143347385684377?ref=ts&v=wall

• Send in your entries by 23:59 hrs, 1st Nov 2010

Stage 2
1. The top 6 entries will present their strategy to the founders of Coco Loco at
Genesis’10 to be held in November 2010 in Delhi.

2. The teams will be required to make a presentation not exceeding 15

minutes each, followed by a 5 minute Question & Answer session with the
panel of judges.

Rules and guidelines

 Participation can be individual or in a team of 2. Each student can be
part of only one team.
 Any number of teams can participate from an institute
 Each team can submit only 1 entry.
 Students from any graduate college or B-school in India can
participate in the competition
 Deliverable Format: up to 1500 words in Microsoft word (doc) or PDF
format.
 The subject of mail and file name should be Genesis_<College

Name>_<Team Name>.

 The cover page should contain Team Name, Participants names, mail
ids, contact numbers and their Institute Name.
 The strategy should be an authentic contribution and should not have
been already published or presented elsewhere
 In the event of any dispute, decision of organizing committee will be
final
 Finalist will be provided with Accommodation and Train 3rd AC return
fare (outstation students only)
Genesis 2010

Prizes and important dates

Important Dates:
• Registrations Begin: October 23th, 2010

• Last Date to send the entries: November 1st, 2010

• Shortlist for campus round: November 5th, 2010

• Campus round: November 12th, 2010

Prizes:
• 1st: Rs 10,000

• Other exciting prizes to be won

Contact details
Sankalp Gera

Phone no.: +919911662093

E mail ID: sankalpgera@foreian.com

Shikha Ghai

Phone no.: +919910299245

E mail ID: shikhaghai@foreian.com

Mayank Jain

Phone no.: +919873880414

E mail ID: mayankjain16@gmail.com

Registration
To register for the event click on the following link :
Genesis 2010

https://spreadsheets.google.com/a/foreian.com/viewform?formkey=dFdXN3
JOYnNqZzVKLXZBQlJiMGc5eXc6MQ

For any other details please contact us at:

Email ID: brandingcell@foreian.com