Market Positioning of Kalco’s Virgin Coconut Oil (K’s-Vco) as a Functional Food
Gowtham Ashirvad Kumar1, A. Ravikumar2
1Gowtham Ashirvad Kumar, Department of MBA, Bharath Institute of Higher Education & Research, (Tamil Nadu), India.
2Dr. A. Ravikumar, Associate Professor, Department of THM, Bharath Institute of Higher Education & Research, (Tamil Nadu), India.
Manuscript received on 15 August 2019 | Revised Manuscript received on 06 September 2019 | Manuscript Published on 17 September 2019 | PP: 494-502 | Volume-8 Issue-2S8 August 2019 | Retrieval Number: B14210882S819/2019©BEIESP | DOI: 10.35940/ijrte.B1421.0882S819
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: To assess the Positioning and Marketing potentials of KALCO’s Virgin Coconut Oil (K’s-VCO) only in the perspective of being consumed as “Functional Food” .To understand the characteristic, receptiveness and response of potential consumers to the introduction of a new product category “Functional Food” .This study attempts to test and establish the factors that will influence and drive the market creation for oils as functional food .To asses and ascertain the possible channels of distribution and supply chain for the products first placement into market.
Keywords: KALCO and, Virgin Coconut Oil Endeavor.
Scope of the Article: Marketing and Social Sciences