arthasiddhi brochure

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Genesis 2010

ArthasiddhiThe Brand Management Challenge

This Time we give you a real Business to work on!

The Coco Loco Challenge


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Genesis 2010

Event format and guidelinesCoco 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 Freshand 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

Coconut is

drilled and

inverted

It goes

through a SS

coil and gets

cool

Ice is kept

around the

coil

Fresh water is

served in a

glass without

direct contact

with the ice


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Genesis 2010

Target Customers and LocationsMiddle 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, DTCity Center, Ansal Plaza, Sector 14 Huda Market, Sahara Mall,

o Amity, Noidao 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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Genesis 2010

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 atGenesis10 to be held in November 2010 in Delhi.

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

The subject of mail and file name should be Genesis__.

The cover page should contain Team Name, Participants names, mailids, contact numbers and their Institute Name.

The strategy should be an authentic contribution and should not havebeen already published or presented elsewhere

In the event of any dispute, decision of organizing committee will befinal

Finalist will be provided with Accommodation and Train 3rd AC returnfare (outstation students only)
http://www.facebook.com/pages/Coco-Loco/143347385684377?ref=ts&v=wallhttp://www.facebook.com/pages/Coco-Loco/143347385684377?ref=ts&v=wallhttp://www.facebook.com/pages/Coco-Loco/143347385684377?ref=ts&v=wallhttp://www.facebook.com/pages/Coco-Loco/143347385684377?ref=ts&v=wallhttp://www.facebook.com/pages/Coco-Loco/143347385684377?ref=ts&v=wallhttp://www.facebook.com/pages/Coco-Loco/143347385684377?ref=ts&v=wall


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Genesis 2010

Prizes and important datesImportant 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 detailsSankalp Gera

Phone no.: +919911662093

E mail ID:[email protected]

Shikha Ghai

Phone no.: +919910299245


Mayank Jain

Phone no.: +919873880414


RegistrationTo register for the event click on the following link :
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]


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Genesis 2010

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

JOYnNqZzVKLXZBQlJiMGc5eXc6MQ

For any other details please contact us at:

Email ID:[email protected]
https://spreadsheets.google.com/a/foreian.com/viewform?formkey=dFdXN3JOYnNqZzVKLXZBQlJiMGc5eXc6MQhttps://spreadsheets.google.com/a/foreian.com/viewform?formkey=dFdXN3JOYnNqZzVKLXZBQlJiMGc5eXc6MQhttps://spreadsheets.google.com/a/foreian.com/viewform?formkey=dFdXN3JOYnNqZzVKLXZBQlJiMGc5eXc6MQmailto:[email protected]:[email protected]:[email protected]:[email protected]://spreadsheets.google.com/a/foreian.com/viewform?formkey=dFdXN3JOYnNqZzVKLXZBQlJiMGc5eXc6MQhttps://spreadsheets.google.com/a/foreian.com/viewform?formkey=dFdXN3JOYnNqZzVKLXZBQlJiMGc5eXc6MQ

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