Market positioning of kalco's virgin coconut oil (K's-Vco) as a functional food

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.