Marketing mix strategyProduct strat

Marketing mix strategy
Product strategy
H2Coco’s core product is a coconut water beverage. It was one of the first brands to launch into the
Australian market. Having such a hold in the market, the company will endeavour to supply pure
coconut water, along with other potential coconut products, as it continues to grow as a brand
through building its product portfolio.
H2Coco’s expected product is the taste and health benefits of coconut water. H2Coco contains a
complex blend of vitamins, minerals, amino acids, antioxidants, enzymes, health-enhancing growth
hormones and other phytonutrients. As its electrolyte content is similar to the human plasma, it has
gained international acclaim in being the only natural sports drink, where it has proven superior to
commercial sports drinks. Coconut water’s unique nutritional profile gives it the power to balance
body chemistry, slow the ageing process and boost your metabolism so you burn more calories.
H2Coco:
 is 100 per cent natural
 has no added sugar
 has no preservatives or additives
 has no cholesterol
 is fat free
 has more potassium than a whole banana
 has 15 times more potassium than most sports drinks
 has great taste, and is not made from concentrate
 contains 5 essential electrolytes
 is gluten free.
The augmented product of H2Coco is its premium packaging and product purity. All products are
bottled and manufactured at its source in the Philippines from young green coconuts in their natural
state into ‘grab and go’ Tetra packs. This packaging means that the creation of a product can be as
pure as possible, reflecting the real taste of a coconut and retaining all the health benefits, while
staying fresh without the need of preservatives. H2Coco is available in the following varieties:
 H2Coco Pure Coconut Water
 H2Coco Pure Coconut Water (Organic Certified)
 H2Coco Pure Coconut Water with Pineapple
 H2Coco Pure Coconut Water with Pomegranate and Acai.
The H2Coco Pure Coconut Water range includes:
 330 mL Tetra Pak (single packs)
 ‘The Cluster Pak’ (4 packs)
 5 L Cask.
According to Elliot et al. (2014), augmented product features enable marketers to differentiate their
offerings. The high product purity is how H2Coco compete effectively against its competitors
because its product purity is higher than its competitors which helps H2Coco to communicate a
premium image.
The potential product of H2Coco coconut water is to be used for skin care.