“SALES AND

PROMOTION OF
GREEN COFFEE”

Submitted By:
Neha Rani
501604127
INTRODUCTION
CHEMICAL RESOURCES (CHERESO) is a company
dedicated to the principles of tradition, innovation and
research. Its business focuses on manufacturing of
Nutraceuticals and standardized herbal extracts as per
Pharmacopoeia Standards. The company is manufacturing a
wide range of products and is fast growing to meet the present
and future market demands for plant-based scientifically
processed products.
Objective of the project
 Factors affecting the buying behaviour of chemist, Restaurant
owner, Gym Trainer, departmental stores, college canteens in
purchase of GRECOBE.
 Study of competitors of GRECOBE (Green coffee beans in the
market) and find out the positive things which are not present
in other brand.
ABOUT THE PROJECT
 My job was to promote and sell the heath supplements of the
company.
 Main focus was on the new product named “GRECOBE-Green
coffee beans extract”.
 I was assigned Panchkula & Chandigarh.
 Focused areas were chemist, boutiques, parlours, Gym Trainer,
departmental stores.
 Being a new product, Grecobe need customer awareness in the
market and information regarding other brands of green coffee.
So my internship added the great value to the product
awareness, as in the start of any product promotion and
awareness are the most basic things before pitching the product
for the sales.
 During internship I did promotional activities in Chandigarh,
Panchkula, Zirakpur and Mohali to understand consumer
behaviour about selection of green coffee.
 Second part of my project involves doing sales to understand
perception of retailers and to sell the product.
 Final part of my project involves understanding brand
management and distribution system.
 The Primary objective of study was to find market size of
Chemical Resources products.
 The secondary objective was to find customer response
towards Chemical Resources Products.
COMPANY INFORMATION
 CHEMICAL RESOURCES (CHERESO), incorporated in 2003, is
a company dedicated to the principles of tradition, innovation and
research.
 The Company facility is a 100% Export Oriented Unit (EOU)
approved by Govt. of India and is also WHO-GMP, ISO 9001:2008,
ISO 22000:2005, Kosher, HALAL and NSF- US GMP certified.
 The company is manufacturing a wide range of products and is
fast growing to meet the present and future market demands for
plant-based scientifically processed products.
 The major strength of the organisation is a professionally
managed, well equipped Quality Assurance and Quality Control
Department, with focus on higher production standards for
superior quality products that surpass the international
standards.
 They believe in total Customer Satisfaction by confirming
to their needs through continuous improvement in products and
processes.
COMPANY PRODUCTS
 FENFURO
FENFURO is a group of furostanolic saponins,
derived from fenugreek seeds (Trigonella
foenum graecum) by innovative process. One of the most important
properties of fenugreek seed extract is blood sugar level (BSL)
lowering property.
 FENFURO caused significant reduction in the post prandial (PP)
blood sugar levels as compared to Placebo group as well as
compared to respective baseline value.
 83% of the patients reported decrease in fasting sugar levels in
FENFURO treated group as compared to 62% in Placebo treated
group.
 89% of the patients reported decrease in PP sugar levels in
FENFURO treated group as compared to 72% of the patients in
the Placebo treated group.
 48.8% of the patients reported reduced dosage of anti-diabetic
therapy in FENFURO treated group, where as 18.05% of the
patients reported reduced dosage of anti-diabetic therapy in
Placebo treated group.
FUROSLIM

Irvingia Gabonensis is the molecule to

improve the sensitivity of leptin, which is
the main cause of obesity. Leptin resistance plays a major role in
the development of abdominal obesity. Fortunately, it not only
reverses leptin resistance, but also facilitates the breakdown of
body fat by reducing an enzyme (glycerol-3-phosphate
dehydrogenase) that enables glucose to be stored as triglyceride in
adipocytes.
Irvingia Gabonensis also increases the insulin-sensitizing hormone
adiponectin and inhibits the digestive enzyme amylase that allows
ingested carbohydrates to be broken down.
FUROCYST
Furocyst is an innovative product (extracted and
developed through a novel & innovative U.S.
patented process) involving physical separations
of active ingredients from the natural plant
without affecting 18 chemical properties of the
active fractions. No chemicals are used. It is a
natural and promising dietary supplement
effective for management of Polycystic Ovary
Syndrome (PCOS)
CHEMFORCE
Chemforce is a precise & powerful blend of
cutting edge natural ingredients designed to
support healthy testosterone activity levels. It
has been devised exclusively for men over the age
of 18, featuring one of the highest ultra powerful
protodioscin contents available. Testosterone
deficiency (hypogonadism) is increasingly
recognized as a significant health problem in
men.
GCB 70
GCB 70 is a clinically evaluated
Green Coffee Bean extract with
Chlorogenic Acids 70%. It is a 100% natural plant
concentrate and has been proven safe & effective in
overweight subjects. Chlorogenic Acids are phytochemicals
found in green coffee beans but when the coffee beans are
roasted, the Chlorogenic Acids are destroyed. It helps to:
1. Burn both sugar and fat & slow the release of sugar into
blood stream
2. Preserve natural antioxidants in the body
3. Decrease Plasma leptin levels
4. Decrease waist circumference & BMI AND Neutralize
carcinogenic compound
 GRECOBE
GRECOBE Green coffee bean Extract
has strong anti-oxidant properties.
The Green coffee bean extract has Chlorogenic acids, dietary
polyphenols which act to help reduce free radicals in the body.
Chlorogenic acids are phytochemicals found in green coffee beans
but when the coffee beans are roasted, the Chlorogenic acids are
destroyed. They have been long known for their beneficial
properties.
Health Benefits
 Burns both sugar and fat

 Maintain healthy metabolism

 Preserve natural antioxidants in the body

 Decrease production of free radicals

MAJOR COMPETITORS
There are more than 15 brands present in the market who sell
green coffee but these two brands have captured the market at
very wide range.
RESEARCH METHODOLOGY

Type of research Exploratory and

descriptive Research

Sampling unit Parlours, boutiques, gym

trainers, businessmen,
government /private
employee, Medical shop,
general store.
Sample Size 50 from supermarket and
retailer shop-kiryana and
medical shops.

Sample area supermarket and retailer

shop-kiryana and medical
(Chandigarh, Panchkula,
Mohali, Zirakpur)
DATA ANALYSIS
 To find out the percentage of people who prefer green
coffee
During the process of market survey, the first thing is to find out
the percentage of people who prefer green coffee daily. Out of
those visited area, Information collected and it has been noticed
that most of the people prefer green tea as compared to green
coffee.
 To find out most selected brand in society
It is important to find out particular brand and then why
people select that particular brand. Any preference for
particular brand shows loyalty towards brand and particular
reason to prefer that brand.
 To find out the preference of people for selection of green
coffee
In the process of market survey, main thing is to find out the
selection criteria of people for any particular brand of green
coffee. During interaction with people, many questions have been
asked regarding taste, price, company image, quality. Most of
consumer selects taste and price as parameter. Only few people
select price and company image as selection criteria.
 To find out percentage of green coffee consumer
This is our primary objective during survey. Study which is
conducted is limited .but during promotion activities when act
as promoter I was able to get some information about consumer
of green coffee.
 To find out percent category of consumption of green
coffee according to age group
During survey, it is important to find out consumption of green
coffee according to age group in order to focus more on that
group.
 To find out health benefits people prefer in green coffee
Green coffee is expensive than coffee. In the process of survey,
it is important to find out why people prefer green coffee and
what health benefits they prefer in green coffee.
Name of the
Price (Rs.) Quantity (gm) Packaging
Brand

Grecobe 135 5

Green Brew 288 60

Nutrus 225 40

Khadi 360 100

Frank well 285 50

SWOT ANALYSIS OF GRECOBE
Strength
• Decaf green coffee extract
• forms of sachets easy to carry
• Making place in different part of the
world
• won prize for best taste
• does not have bitter taste like tea
• More efficient than green tea
GRECOBE
Opportunities
• it is the only coffee having decaf that
can create much awareness
• Won different awards in foreign
country so best way to establish
business there in future
• packeging is perfect which can be
easily carried
Weakness
• New to market as other product
captured market well
• comes in only one flavour
• Tv ads are not present due to new
product
• in school and colleges owner dont
find them attractive
• Product margin noticed lesser than
other
Threats
•Product like nutrus and green brew
•Company had the main office at single
place so problem of connectivity to
customers can be faced
•They come in only one flavor so Green
coffee brew can be the greatest threat
FINDINGS
 There are many green coffee products in the market, but none of
them are decaffeinated.
 The company gives the genuine margin on the product at
reasonable price.
 During promotion activities some people were not aware about
green coffee. Awareness about GRECOBE is slowly increasing.
 Some chemist shop complained that people still have less
awareness about green coffee in comparison to green tea.
 College canteens considered our product too costly product which
cannot be bought by middle class students.
 Our product provides 20% margin while other provide 25% margin.
 Buying behaviour depends on the area as few coffee brands have
captured the market in such a way that it is difficult to capture the
market without any good strategies.
 Awareness play the most important role as many of the customers
don’t know about the green coffee as they have always been the
customer of green tea.
 Areas like Chandigarh can be considered as the top most potential
market which has the largest demand for green coffee beans
extract.
LIMITATIONS
 The product was new so introducing it in the market without
any TV or computer ad was a great challenge.
 People were not aware of green coffee, they only know about
green tea.
 Many companies did not provide product data on their web
sites so this may lead to an inappropriate data analysis.
 While collecting information on pricing quotations many
companies did not respond to queries, so findings do not
include data of these companies.
 The two competitors have already captured the market so that
was biggest threat to our project.
 Product is costlier as compared to other brands.
 Due to lack of advertisement, new product created little
problem to convince the customers or shopkeepers.
 There was very less demand of green coffee in the market. So,
that was a challenge to convince the retailer to keep our
product for sale.
CONCLUSION
 After conducting market response for Chemical resources ltd. I
understood different needs of consumer, their valuable
suggestions, and responses to different questions. Before
launching product there is need of market survey to analyze
market .After launching of product during initial phase, there is
need to do promotion activities to create awareness among
consumer. Marketing is heart of organization. The only source
of revenue with the companies is the sales, its only sales which
show the growth of the organization so they should always
make new reactive and innovative strategies for better sales.
 Chemical resources has unique product of green coffee
compared to other green coffee in market .As decaffeination,
and probiotics gives more health benefit along with green coffee,
it is slowly increasing awareness in the mind of consumer of
green coffee .Also none of the other brand provides green coffee
with extracted polyphenols. Company should target more
slimming centres to increase sales.
 The product can be the best of the performer when TV ads and
newspaper ads would be as it positioned the product in the
mind of customer in best way.