THE MARKETING PLAN

For the sale and distribution of ava® Premium

Virgin Coconut Oil and related product from the
company

Prepared by:
GKV INVESTMENTS LIMITED

MARKETING PLAN
 MARKETING PLAN (ava ® PREMIUM VIRGIN COCONUT OIL) BY GKV
INVESTMENTS LIMITED
INTRODUCTION AND BACKGROUND
GKV Investments is a private limited liability company incorporated under Ghana’s Companies Act,
(Act 179), 1963 and was issued a certificate to commence business on April 15, 2013 with number
CS178982013. The company’s core business is the areas of Agro-processing and trading in general
goods with a vision to be a world-class consumer group that deals in quality and innovative healthy
foods and neutraceuticals, propagating the benefits of the Coconut Tree “the Tree of Life” and create
innovative products to satisfy consumers the world over.

The company’s flagship product is the premium brand; ava® Virgin Coconut Oil (VCO) which is
processed with a “Cold Press” and Centrifugation Model technology, a process that does not apply
any chemical or heat in order to maintain the full health benefits of VCO. Owing to the health benefits
of Virgin Coconut Oil (VCO), the quality of ava virgin coconut oil and international standard packaging,
demand for the product locally and internationally is gradually increasing.

Moving forward, the business is aiming to increase its product range by utilizing all the byproducts
from the production of VCO for the production of other products including; coconut flour, essential
massage oils, organic fertilizer, cosmetics, hair products, neutraceuticals and activated carbon.

The following, analyses the current market for coconut oils and tries to identify competition for our
brand of coconut oil – ava® virgin coconut oil on the Ghanaian market and the a map out strategy to
push ava® Virgin coconut oil to become a household name. Our vision is to put ava® in every kitchen,
pharmacy, supermarket, mall, shop, beauty shop and anywhere coconut oil is essential for the
wellbeing of humanity.

COCONUT OIL, CURRENT MARKET, COMPETITOR ANALYSIS

Coconut Oil
Coconut oil is a vegetable oil that is derived from the kernel of coconut. Traditionally, coconut oil is
extracted from either fresh or dried coconut by boiling and or fermentation. When boiled in water,
the oil separates from the meat and float to the surface where it is scooped out. The juice or coconut
milk is squeezed out of the meat and allowed to ferment for 24 - 36 hours. The fermentation process
allows the oil and water to separate out naturally and the crude oil is scooped and heated for some
time to evaporate the moisture. The heat is not harmful because the oil is very stable even under
moderately high temperatures.

The quality of coconut oil depends a lot on the method of its extraction. Basically, there are two main
methods or categories of extraction of coconut oil: The first is Cold Pressing of copra (dried coconut
kernels) and the second is boiling of fresh coconut milk. Cold pressing is one of the preferred methods
for the extraction of coconut oil since it retains much of oil‟s nutritive value.
There are different methods of processing coconut oil that can affect the appearance, flavour/aroma
and nutrients. The two broad categories of coconut oil are refined, bleached and deodorized (RBD)
coconut oils and virgin coconut oils (VCO).

Virgin Coconut Oil (VCO) is a vegetable oil that is obtained from fresh dried coconut kernel and is
processed using physical and natural means. According to Ghana standard authority, virgin oils are
extracted without changing the nature of the oil and are obtained by mechanical procedures
(expelling or pressing) and with the application of heat only. VCO may have been purified by washing
with water, settling, filtering and centrifuging. Moreover, no food additive is allow to be added in
virgin oil.

There are four common methods of producing virgin coconut oil (VCO); Expeller method, Centrifuge
method, Fermentation with heat (FWH) and Fermentation without heat (FNH). VCO products
prepared using these four methods could not be differentiated using standard quality parameters
but with sensory analysis it showed that VCO produced by fermentation (with and without heat)
could be distinguished from those produced using the expeller and centrifugal methods. The
centrifuge and fermentation methods are wet processes, while the expeller method is a dry process.
Natural fermentation occurs through the action of bacteria that are naturally present.

Refined (Bleached, Deodorized) Coconut Oil (RCO) is extracted from dried copra and the crude oil
obtained is processed on an industrial scale by washing, bleaching, and deodorization. Deodorisation
of coconut oils removes the volatile odours, flavours as well as peroxides, that affect the stability of
the oil and this is done by heating the oil to a temperature of 150 - 250 °C and contacting with live
steam under vacuum conditions. The coconut meat is mostly dried by the sun, smoking or heating in
kiln and preferable, the oil obtain from copra is the most common coconut oil used in the cosmetic
and food industries.

Current Market Description (Global trends in coconut oil trade)

Coconut oil remains the most important form of consumption of coconuts. World coconut oil
production has been increasing over the past decade. It is now estimated at 3.5 million tons per
annum. This accounts for 2.5 % of world vegetable oil production. Over 70 % of global coconut oil
production comes from the Philippines (1,690,000 MT), Indonesia (968,000 MT), India (447,000 MT),
Vietnam (153,000 MT) and Mexico (145,000 MT). The only African, Caribbean and Pacific (ACP)
countries in the top ten coconut oil producers, are Papua New Guinea (63,000 MT) and Côte d‟Ivoire
(28,000 MT).

Coconut oil exports have been increasing over the past decade mainly because of the greater global
demand for the vital characteristics of coconut oil. The Philippines is the major exporter of coconut
oil with 42% of world exports while, USA and Europe (Netherlands, Germany) were the main
destination markets for the oil which accounted for about 24% and 25% of imports respectively.
IndexMundi (2014) outlined that, coconut oil production in Ghana reduced drastically by 42.86 %
(4,000 MT) in the year 2000. However, in year the 2011 it increased by 50 % (6,000 MT) and has
remained at that level till date.

Products
Owing to the above classifications, there are primarily six varieties of coconut oil products found on
the world market and include:
- Pure Coconut Oil,
- Refined Coconut Oil,
- Organic Coconut Oil,
- Virgin Coconut Oil,
- Organic Virgin Coconut Oil and;
- Extra Virgin Coconut Oil.

These varieties are so named because of the source of raw material used, the method of extraction
and the type of processing method used. Organic coconut are those planted without the use of
artificial fertilizers and or may be from the wild.

Summary Local Market Segment

Coconut marketing in Ghana is shared among the various stakeholders in the value chain. There are
four market situations; the fresh nut (drinking) market, dry nut market, copra oil market and the
husks and shells market. The fresh nut are sold by the farmers themselves to wholesalers and retailers
in towns and cities. The dry nuts are sold to the local coconut oil processors, coconut oil mills and
exported to Nigeria. The marketing of dry nuts to Nigeria evolved very quickly due to favorable prices.
The husks and shells are mostly bought by WIENCO Fibre Factory (Jomoro district) for processing.

Four coconut oil processing methods are identified in the local market; traditional method with 1 day
fermentation (TM1), traditional method with 2 days fermentation (TM2), traditional method with 3
days fermentation (TM3) and virgin oil method (VM). The traditional method with 3 days
fermentation constitute the major processing method practised (37.3%). Virgin oil method records
the lowest values for Moisture Content, Free Fatty Acid, Peroxide Value and Iodine Value both after
processing and storage as compared with the standard limit for coconut oil.

The local coconut oil market is characterized by three categories of participants and include:
- Local coconut oil processors (mostly small scale)
- Coconut oil mills (copra Processing Factories) and
- The exporters/importers (Wholesalers for sub-regional markets).

The local coconut oil processors produce mainly for local consumption and for the local market
centers. Their produce are mainly marketed in Accra (Abobloshie), Kumasi (Railway station), Tarkwa
and Obuasi,
There are three copra processing factories in Kumasi; Vester oil mills ltd in Abuontem, A.B. oil mills in
Abuakwa and Golden web oil mills in Boankra. These factories mostly sell the oil to soap making
factories in Ghana and in Burkina Faso.

The wholesalers of coconut oil buy the oil from the processors in the villages in drums (210 litres) and
jerrican (62 litres). The wholesalers sell to local retailers of coconut oil and export to the sub-region
and are organized into associations. For example, there about thirty wholesalers from Nzema East
District in Accra and fifty in Kumasi and also about one thousand coconut oil retailers in Accra alone.

What Makes ava® Virgin Coconut Oil Unique?

Currently, ava® premium virgin coconut oil is a unique product on the local market since it is made
for both the local and international markets. It is produced with the
highest standard to compete with available local and foreign brands.
The oil is cold pressed and processed; the flesh of coconut is wet pressed
and centrifuged to ensure that the oil is produced without direct heat or
chemicals. The oil is crystal clear and silky smooth; this ensures our
coconut oil is superior in flavor and texture.

Our process; all steps from growing to production are organic and
‘double green’- both growing and processing’. The resulting oil has
medium chain fatty acids and 50% lauric acid recognized as highly
beneficial to health. This process ensures a lengthy shelf life of 2 year or
more (at room temperature). It is also not hydrogenated or altered by
fermentation, which allows it to retain beneficial properties from the oil and plant sterols. The
product can be used for Cosmetic (Hair oil, Body massage oil) and Cooking (Frying, Baking, and Direct
consumption) purposes.

Competing Brands
There are currently various brands of virgin coconut oil locally produced for the market. Some of the
brands are cold pressed as ava® and others are produced with slight heating. Some of the available
brands include: Makola, Tree of Life, Shea Butter Cottage VCO, WN Coconut oil, Gomoa VCO, Nɔmi
VCO, Lovina VCo, ASA VCO, Natures Way VCO, GP VCO, Reny’s Africana VCO and Teni’s VCO etc.
  Marketing Strategies
Owing to the fact that there are competing brands on the local market, the company is embarking on
the following strategies in order to achieve its
marketing objectives. We intend to deplore various
modern techniques such as a virtual showroom
online, brochures, presentations and videos to
showcase our exclusive products and services.
Special branding activities include signages to the
factory site, branding of workers gears (overalls, helmets) and vehicles.

- Product
The company is noted for purchasing good quality coconut fruit for its production and we ensure the
highest standards are adhered to in other to produce the best quality on the market. Ghana standards
for oils (quality characteristic) state that, the colour, odour and taste of each product should have the
characteristic of the designated product. It should be free from foreign material and rancid odour and
taste. Quality control is essential to us and so we offer in house training for all our agents on quality
standards which is the hallmark of our company.

ava® virgin coconut oil (VCO) is produced to meet local and international standards, produced from
quality and mature Ghanaian Coconut, pure without preservatives. We always keep a high standard
of process and product quality. ava® virgin coconut oil is processed under the guidance of
experienced professionals using advanced machines. It retains all of its nutritious and natural
antioxidant properties, delicate taste and gorgeous aroma of fresh coconuts. It retains all of its
nutritious and natural antioxidant properties, delicate taste and gorgeous aroma of fresh coconuts
with no additives.

- Packaging

Ministry of Food and Agriculture defines food security as “good quality nutritious food, hygienically
packaged and attractively presented, available in
sufficient quantities all year round and located at the
appropriate places at affordable prices”.

The recommended packaging material for VCO is glass,

when it is expected to be on the shelf for several weeks.
Plastic bottles used for mineral water can be used in
cases where the oil will be immediately consumed. It is for this reason that ava® is packaged in a
carefully crafted bottles since the shelf life of our products is over 2 years.

The product is currently packaged in 500 ml and 750 ml bottles which are packaged in cartons and 4
liter gallons as well. The company has also applied to the Trade ministry for the made in Ghana logo
in order to enjoy the benefits associated with the logo. It is common place for customers to think
ava® is a foreign product due to the superior quality and packaging.
 - Price
ava® virgin coconut oil is carefully priced to compete on the local market. For pure coconut oil, our
products are the most affordable you can find on the
market. Current market prices for virgin cocnut oil
products on the market indicates that ava® virgin
coconut oil is affordable.

As part of the marketing strategies, we provide free

deliveries in Accra for purchases of 10 boxes and
above. Below are some competing products and
prices these brands are carefully selected because they come close in quality and packaging as ava®
Vrigin Coconut Oil which is sold at GHc 25/500ml, GHc 35/750ml and GHc155/4L gallon:

Product Brand Type of VCO Quantity Price (GHc)

Tree of life Cold Pressed 120ml 15
500ml 35
Nature’s Way Cold Pressed 250ml 20
500ml 30
Renny’s Africana Cold Pressed 500ml 50
Enzimitianu Low Temperature 1 liter 42
Makola Low Temperature 1kg 17
ASA Low Temperature 500ml 25
JBCO Plus Cold pressed 500ml 35
GP (plastic bottle) Low Temperature 500ml 15
WN Coconut Oil Cold pressed 500ml 30

- Mode of Payments
GKV Investments employs all the modes of payments as required in the rules local market as well as
the use of modern technology including but not
limited to mobile money payments and other
cashless and electronic payment platforms.
Currently, a client can order for products online
and make payments with mobile money or pay
cash on delivery. This system ensures that
clients could make purchase without leaving the
comfort of their homes and shops. Terms and conditions apply though.

- Place and Distribution.

The locations where one could purchase our product are due to our target market. We currently
supply to middle to up market individuals and those who are conscious of health benefits and so we
supply to carefully selected shops and convenience stores to ensure that the company is visible and
accessible to these clients. The locations include;
Beauty Shops, Pharmacy, Niche health shops and
centers where organic foods are sold such as the
farmer’s market and supermarkets such as Melcom,
Koala, Palace, Sneda, Maxmart, Medimart, Ad
Pharma, Shoprite and a host of fuel stations shops.
Curently we have presence in Accra, Takoradi and
Kumasi and are recruiting distributors for the
product across the country. Currently the
distribution structure is mostly by direct marketing and through word of mouth recommendations.
The product has a heavy online presence, through our social media channels on Facebook, Twitter
and WhatsApp for direct marketing activities and on our websites http://avacoconutoil.com. The
company is soon to create a youtube channel for corporate videos and sponsored events.

- People
GKV Investments has recruited and maintain a team of energetic and qualified staff across its
production levels. Only personnel with interpersonal skills, aptitude, and service knowledge are
engaged with the business. The company, as a matter of policy invests heavily in the human resource
to ensure growth and efficiency. The training captures all categories of staff whose services are very
crucial to the growth of the company.

- Promotion
The company will increase its sensitization, education and promotion campaign to push the product
to every corner of the nation by creating awareness about products superior quality and health
benefits in general. We will also use the local information centres, FM stations, durbars and other
practical and effective means of promotion to advertise the company and products. The company
will continue to participate in trade shows and exhibitions. Another project, the company will soon
embark is the use of product Ambassador. High profile personalities have been contacted to give
endorsements to the product.

- Social Responsibility
The company, as a matter of policy shall set aside part of its profits to provide social services such as
digging of bore holes, painting of some basic schools in some farming societies to serve as its social
responsibility for the betterment and development of coconut
growing communities.

Currently the husks are given to the Sekondi - Takorad prisons to

enable them use for producing fiber for weaving several products
such as floor mats, doormats. Coir is the fibrous material found
between the hard, internal shell and the outer coat of a coconut. Other uses of brown coir (made
from ripe coconut) are in upholstery padding, sacking and horticulture.
 - Other Products

GKV Investment is currently pursuing the production of other products from the coconut oil value
chain. Some of the products include:

Desiccated Coconut powder which is chiefly used for preparing

sweets, dishes, pastries, cakes, cookies, etc. In order to ensure their
reliability and optimum quality, we buy coconuts directly from the
local cultivators. This product is carefully processed under hygienic
conditions using advanced technology and fresh and high quality coconuts with the assistance of our
highly qualified and experienced staff. To ensure its purity and quality, this coconut powder is
examined intensively using various quality parameters. It is known for freshness, purity, taste and
long shelf life.

Activated Carbon (AC) is a unique and an effective substance used for purification and for isolation
and recovery of trace materials. In the last couple of decades, use of
activated carbon has become an integral part in the food,
pharmaceuticals, sugar, chemical and other processing industries
including mining and water treatment. Raw materials having high
carbon and low ash content are generally used for the manufacture of
AC. In recent times, AC produced from coconut and palm nut shell
have been found to be of more superior quality in relation to wood
based or other materials. Coconut/palm shell have been found to be most suitable raw material for
making gas adsorption grade AC and for mineral refinery purposes.

Virgin coconut oil would be processed into an efficient nutraceuticals in preventing the development
of diet induced insulin resistance and associated complications
possibly through its antioxidant efficacy. VCO is being promoted for
healthy life due to its constituent antioxidant molecules. VCO in high
fructose diet markedly improves the glucose metabolism and
dyslipidemia.
Hair and beauty products (cosmetics). If ever there were a beauty cure-all, it's coconut oil. Uses for
beauty abound inside each jar of the sweet-smelling oil. This beauty
staple has a long shelf life and a number of health benefits. It's a jack-
of-all-trades for breath freshener, makeup brush cleaner, hair mask,
homemade lip scrub, and much more. You can use it for everything
from healing scars to moisturizing dry knees.

Organic Fertilizers - The largest by products of coconut is coconut

husk from which coir fibre is extracted. This extraction process
generates a large quantity of dusty material called coir dust or coir
pith. Coir pith has gained importance owing to its properties for use as a growth medium in
Horticulture. Composting of coir pith reduces its bulkiness and converts plant nutrients to form.