BRAND EXTENSION

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PRODUCT
AND BRAND
MANAGEMENT
Group -G
A I S H W A R YA D A K H O D E : -
M 2 0 2 11 5 0 2
K A N C H I A G R A W A L : - N 2 0 2 11 0 3 8
M U S K A N D U H L A N I : - M 2 0 2 11 5 1 8
S H R E A S T H A D A S H : - N 2 0 2 11 0 7 2
V E D A N T C H A U D H A R Y: -
M 2 0 2 11 0 8 3

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INTRODUCTION
• Paper Boat is a brand of conventional Indian
drinks and food.
.
• Paper Boat offers a scope of natural product
based ethnic beverages like Jal Jeera, Aam Panna,
Aam Ras, Alphonso Aam, Jamun Kala Khatta, Chili
Guava, Nimbu Pani, Kokum, Neer More, Kanji,
Sugarcane juice, Leeches Ras, Apple and Orange
• It additionally has a scope of milk based drinks
including Neer More, Butter Milk, Badam Milk and
Thandai. The brand additionally sent off Coconut
Water in 2018.
• Aside from these, Paper Boat produces two
occasional beverages related with Indian
celebrations, Panakam (accessible during Ram
Navami) and Sherbet-e-Khas (accessible during
EID ). 2

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Brand Positing and Value
• P a p e r b o a t h a s s i t u a t e d i t s e l f a s a b r a n d o f c u s t o m a r y I n d i a n
s q u e e z e s a n d b e v e r a g e s .
• T h e b r a n d i s p o s i t i o n e d a s a h e a l t h y b e v e r a g e a n d t a r g e t i n g
t h e f o r t i f i e d f u n c t i o n a l d r i n k m a r k e t ( n o n - c a r b o n a t e d ) .
• T h e r e wa s g e n e r a l l y a g a p i n t h e c l a s s i f i c a t i o n f o r e t h n i c
I n d i a n r e f r e s h m e n t s , S o , t h e p a p e r b o a t f i l l e d t h e g a p b y
l a u n c h i n g t h e b e v e r a g e s .
• P a p e r B o a t ’s c o m m u n i c a t i o n h a s m o s t l y f o c u s e d o n
i n n o c e n c e o f c h i l d h o o d m e m o r i e s a n d n o s t a l g i a .
3

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RESEARCH DESIGN
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TYPE OF RESEARCH: -
• DESCRIPTIVE RESEARCH
 Descriptive research includes Surveys and fact-finding enquiries of
different kinds
 The main characteristic of this method is that the researcher has no control
over the variables; he can only report what has happened or what is
happening.

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RESEARCH METHODOLOGY
T h e s e a r c h f o r K n o wl e d g e t h r o u g h O b j e c t i v e a n d S y s t e m a t i c
m e t h o d o f f i n d i n g s o l u t i o n s t o a p r o b l e m i s R e s e a r c h
.
RESEARCH OBJECTIVES
⇒ To s t u d y t h e t a s t e s , p r e f e r e n c e s , a n d b u y i n g b e h a v i o r o f
c o n s u m e r s .
⇒ To a n a l y z e b u y i n g b e h a v i o r o f p a r t i c u l a r s e g m e n t o f
c o n s u m e r s
.
⇒ To r e c o m m e n d s t r a t e g i e s t o P a p e r - B o a t t o i n c r e a s e
b r a n d a wa r e n e s s .
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DATA SOURCES
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 There are two types of data.
 Source of primary data for the present
study is collected through questionnaire and
answered by consumers of Paper-Boat .
 The secondary data is collected from
journals, books and through Internet search

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 PRIMARY DATA
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The data is collected first hand by someone specifically
for the purpose of facilitating the study is known as
primary data.
So, in this research the data is collected from the
respondents through questionnaire
 SECONDARY DAT
For the company information we had used secondary
data like brochures, web site of
the company etc.
The Method used by us is Survey Method as the
research done is Descriptive Research

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RESEARCH INSTRUMENTS
Selected instrument for Data Collection for Survey is Questionnaire.
SAMPLING UNIT
Who is to be surveyed? The marketing researcher must define the target population
that will be sampled.
The sample Unit taken by us ; General public of different age group, different gender
and diferent profession
SAMPLE SIZE: - 100 units

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CONSUMER REACTION
The consumer initially had a tough time correlating to PAPER
BOAT, as a beverage company, but the tagline ‘DRINKS &
MEMORIES’ is what connects with the customers.
Also, the idea of going all NATURAL with the ingredients also
attracts a lot of positive attention as the importance of health &
well-being comes to play.
The packages are the next more important aspect of PAPER
BOAT which comes in disposable pouches with attractive color
designs on them and also the specialty of each drink is that they
represent different geographical locations making the whole
range open to diversify with more new products joining the
brand line.

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Strategy Adopted By Paper Boat
• STORYTELLING APPROACH
• What worked very well for Paper Boat on social media
was in getting their fans and customers to share their
childhood stories and moments on social media.
• It helped build the brand among its audience by making
it part of their daily life.
• Customer Centricity
• By focusing on their brand philosophy rather than on
their product itself in their marketing approach, it helped
build a more customer centric brand rather.

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• It always helps when a brand can connect to customers
and their lives in ways that are meaningful to them and
Paper boat has done just that.
UNIQUE PACKAGING
From both aesthetic and functional perspective, the
packaging is very unique and appealing to the customer.
• The Paper Boat pouches are made of a four-part laminate,
which keeps the content fresh and safe.

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Segmentation
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• The paper boat was designed to appeal to urban
Indians, particularly those over the age of 20.
• The geographical goal was chosen to reach out to
communities that had relocated to other regions of the
country in search of jobs and to meet domestic needs.’
• The return to an innocent and naive epoch, which
everyone associated with the magnificent term "the
good old days," has been recreated.

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TARGETING
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• The people who are overwhelmed with Indian
beverages – Paper boat is majorly targeting this group
of people by bringing back nostalgic memories.
• People shifting from aerated drinks to natural drinks
• The people who prefer natural beverages over aerated
ones – These are people who generally go for fruit
based beverages or natural juices

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Brand Elements
1)Name & Logo:
• It’s name that has allowed the brand to build
such a deep emotional connect.
2)Paper Boat Packaging
• Packaging: A flexible spout pouch with a unique
shape.
• Package color: The brand uses matte colors on
a white background to represent its contents.
• Brand name: The brand name “Paper Boat” is
reminiscent of playing with paper boats as a
childhood memory.

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• Graphics: The package graphics include an
illustration of the primary fruit or content of the
pack.
• Highlights: The packaging highlights the brand
name and tagline “drinks and memories”
• Variants: All spout pouches follow the same
design, although limited edition pouches might
seem different

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PAPER BOAT BRAND PORTFOLIO
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• Paper Boat made a modest entrance and built a
dedicated client base.
• The brand started with two flavours and now there would
be a dozen.
• Paper Boat has succeeded in striking the proper
'traditional' chord with its clients' taste buds and
generating enthusiasm about Indian ethnic drinks.
.

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Part B-Purpose of Extension
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• Market Extension
• Market Share
• Increase the brand image
• Increasing Market share

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Why Ice Cream?
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 Paper boat is already into fruit beverages which are
highly demanded by the customers.
 Customers/consumers have the trust in the brand and
the brand awareness of the paper boat is very high.
Ice cream is consumed by people of every age group
 The company can use their raw materials of beverages
(fruits pulp, sugar, milk ) in the manufacturing of ice
cream and that will save the cost of raw materials.
Paper boat is known for its Real and authentic taste and
this brand image and trust in the brand will help the
company to acquire new customers and market share
for the new product

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Brand strength of existing Product
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• Brand idea - The brand has more than 10 flavors offering traditional
Indian beverages. Paper boat has articulated its brand idea “Drink &
Memories”, Brand has linked to nostalgic and fond memories of
childhood.
• Product:-The flavors are authentic and real. The packing is simple
and that gives the brand its instant charm
• Identity:-Nostalgic variant name and authentic taste
• Commnication:-Brand has created memorable advertising that
reflects the brand idea beautifully . The brand also uses storytelling on
its packing ads and website
• Distribution:-Paper boat ensures wide availability and visibility. Paper
boat has a very strong distribution channel. They are available online,
on retails shops, and even distributed at the airport, in-flights

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Key Issues
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• Brand association of the existing
product
• Competitors

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Plan of Action
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• Creating a different brand association
• Hosting an interactive event
• Creating sample test
• The brand should focus on creating
awareness among customers and the
general public about their new offerings
and how they are different from their
competitors.

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Thank You 1