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REFRESHMENT PREFERENCE
Fruit Juice/Tea Drinks Carbonated Drinks
FLAVOR PREFERENCE
Orange Calamansi Pineapple Mango Lemon Tea Others
BRAND PREFERENCE
Tropicana Minute Maid Fit n Right Del Monte Zest-O C2 Others
TRI AL PURCHASE
Tropicana Coco Quench Hydro Coco Coco Fresh Lipa Fresh Buko Juice Vita Coco
REPEAT PURCHASE - TROPI CANA COCO
QUENCH
Yes No

I NTEREST AND TRI AL PURCHASE
(NON-USERS)
Yes No
















































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Start Phase 1 Phase 2 Phase 3
Sales Market Share














































SOCIAL MEDIA
Brand Engagement
Relationship Marketing
PR
Information Management
OOH
Hype and Interest Generation
EVENTS
Market Engagement
TVC
Needs Realization
Brand Awareness
PROMOS &
MERCHANDISING
Purchase Persuasion
PRINT
Needs Realization
Brand Awareness








Need
Recognition
and
Problem
Awareness
Information
Search
Evaluation
of
Alternatives
Purchase
Post
Purchase
Evaluation


Improve
Awareness
&
Recognition
Provide
Sufficient
Information
Flaunt its
Benefits
Increase
Distribution








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VO: The Fruit of Life
The Coconut is the Filipinos staple fruit
Low in calories and Natural fat, its got more potassium than four bananas!
Fear Not! Coconut has broke out of its shell!

VO: Tropicana COCO Quench, Freshly sealed like Nature did.
Fear Not! Coconut has broke out of its shell!






Ref. Jenica Wakui
Joan Fernandez
Mr. Rico Elizalde
Newspage Editor
The Philippine Star

FOR IMMEDIATE RELEASE

Coconut Industry: How does it help the Philippines?

Unfamiliar, yet exposed to it on a daily basis, the Filipino people do not realize the significance of
our countrys coconut industry. It would seem that despite purchasing products made from coconuts, people
have completely forgotten to spare a thought about it as a great agricultural resource of the Philippines.
A dominant sector of agriculture in the Philippines, there are around 25 million Filipinos who find
themselves directly or indirectly dependent on the coconut industry, where about 3.5 million are coconut
farmers. It is among the top 5 net foreign exchange earners, averaging $760 million each year. Being one
of the top 5 net foreign exchange earners with an average of US $760M per year, the coconut industry is a
powerful asset to improving the economy of the country. Furthermore, 85% of around 324 million coconut
trees in the Philippines are deemed to be productive, of which southern Luzon and Mindanao are where
the coconut farms are mainly distributed. CocosNucifera L. or coconut as more commonly known is
accountable for the 5.97% annual average contribution and 1.14% to the GVA and GNP of the country
respectively.




Ref. Danica Reynes
Ace Quebal

Mr. Rico Elizalde
Newspage Editor
The Philippine Star

FOR IMMEDIATE RELEASE

COCONUT: The Next President of the Philippine Agriculture

In the previous State of the Nation Address of President Noynoy Aquino, the coconut industry was
emphasized as a stepping stone for the progress of agricultural industry in the Philippines. In 2012,
President Aquino stated that coconut water, once treated as a waste product is now being utilized by
farmers. From 483,862 liters exported in 2009, to 1,807,583 liters in 2010, to a staggering 16,756,498 liters
of cocowater exported in 2011.
According to the Department of Agriculture website, the government reckoned efforts on the productivity
and augmentation of the incomes of coconut farmers as well as their families. Also, it says that the products
and by-products of coconut remain as the leading agricultural export in the country. It would total to $1.96
billion in 2011, 20 per cent more than 2010s $1.63 billion.
The Philippines export 39 coconut products and by-products to at least 100 countries, stated by the
Department of Agriculture; taken that into account, it is well-looked-forward-to that the Philippines has hope
in the industry that can elevate the economy: Coconut - The next President of the Philippine agriculture.






















Ref. Reana Caballero

Ms. Elysse Aguado
Lifestyle Editor
The Philippine Star

FOR IMMEDIATE RELEASE

Coco Loco!
The Booming Coconut Industry in the Philippines
Coconut water, a booming industry in certain countries like the United States and UK and was
advocated by top celebrities like Rihanna and Madonna is starting to make its way to the Philippines.
According to studies, coconut water contains potassium and electrolytes suited to hydrate more than
ordinary water. Unlike sodas and other commercially available drinks, coconut water contains no fat or
cholesterol and only contains minimal calories making it a smart choice for people living a very active and
healthy lifestyle.
The Philippines, being a tropical country is naturally gifted with an abundant supply of coconut
trees. In fact, together with Indonesia and Brazil, it is one of the top exporters of coconuts to the biggest
coconut water brands in the west namely Zico and Vita Coco. Because of this increase in demand for
coconuts, the Philippine economy is given a great boost.
The coconut water trend that is becoming famous worldwide makes people more conscious of their
health and their chosen lifestyle. Aside from its good all- natural hydrating properties, drinking coconut
water also helps in improving the economy of the Philippines.

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