1. Marketing Management Assignment
Presented By
Group 6
Ashish Kumar Jha PDM07009
Avinab Kumar PDM07011
Ayush Raj PDM07012
Kundan Kumar PDM07024
Pankaj Sah PDM07030
Paper boat: Brand and Consumer Behavior
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2. Agenda
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1. About Paper Boat
2. Types of Soft Drink
3. Target Segment
4. Marketing Mix
5. Experiential Marketing
6. Brand Reposition Itself
3. Introduction
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Hector Beverages was founded in 2009 by Neeraj Kakkar, Neeraj Biyani, Suhas Misra and James Nuttall.
The company's first product was a protein drink called Frissia, following which the energy drink brand, Tzinga
was launched in 2011.
In March 2013, the company launched Paper Boat, a fruit pulp based beverage brand and shifted its focus to the
ethnic drinks segment.
Paper Boat is a brand of traditional Indian beverages and foods produced and marketed by Hector Beverages.
The company aims to preserve traditional recipes while using innovation to make the ethnic Indian drinks
accessible to an urban market
Paper Boat offers a range of fruit based ethnic drinks. It also has a range of milk
Paper Boat produces two seasonal drinks associated with Indian festivals and The drinks are manufactured in
ultra-hygienic production facilities.
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4. 1. Fruit-based beverages
2. Health-based Drinks
3. Concentrates, Powdered Beverages, Pulps and Squashes
4. Energy Drinks
5. Other Functional Drinks
6. Ethics Drinks
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Soft Drink Types
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5. Target Segment
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25-28 years old Students and working people
Living in metro and urban areas
Kids- taste
Youngsters- memories
Families- Festivals (thandai, pankam)
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6. Marketing Mix
Product
Paper boat drinks hinge around Nostalgia & simplicity
with the unique tag line “Drinks and Memories”
• Most of ingredients used are naturally found spices &
condiments which differentiates it from other brands
• Paper boat is a traditional Indian drink launched to target
customers of primarily urban India
• It has total 9 different products and some unique flavors
which were not provided by it’s competitors
Price
Paper boat being a pioneer in traditional drink space has
advantage & eyes the grown in revenue and share market
The resultant positioning of Paper boat was highly
quality and healthy beverage that’s why Paper boat had
to be priced at a premium.
It is available in 3 categories : 250ml, 500ml & 1 litre
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7. Marketing Mix
Place
Paper boat has 2 level distribution channel
It has distributors in all metropolitan cities
Collaboration with Indo nisin food has helped paper boat
strengthen it’s distribution channel
Also exports overseas to Indian stores of USA, UK &
Canada
Manufacturers: Two manufacturing plant in Delhi and
Mysuru.
Promotion
Stands out with its beautiful packaging-sleek, matte
finish doypacks, flat colour, is hard to miss among
similar looking bottles.
Story telling approach
Customer Centricity
Multimedia Campaign
Floatboat Campaign
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8. Various Dimensions of Experiential Marketing
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There are five types of customer experiences that form the basis of the experiential marketing framework are
as follows :
Sense – It appeals to the senses with the objective of creating sensory experience, through sight, sound ,
taste and smell.
Feel – It appeals to customers feelings and emotions.
Think – It appeals to the intellect with the objective of creating cognitive, problem solving experiences.
Act – It enriches customers lives by Targeting their physical experiences showing them alternative ways of
doing things.
Relate – It contains aspects of sense, feel, think, and act marketing
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10. Brand Reposition Itself
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Managed to establish core competitive strategy in the market.
Competes in the premium sector.
Does not engage in competition with other cost groups.
Worked towards improving the service of premium target groups.
Consumers understand and perceive the brand as a high quality and premium.
The brand is appreciated for its focused strategy and standing.
The brand is appreciated and engaged in for its offerings.
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