- Paper Boat is an Indian beverage brand that was launched to target urban Indian customers aged above 20, particularly those living away from their native homes.
- It differentiates itself by offering 11 unique flavors made from natural spices and ingredients, including flavors not provided by competitors.
- Paper Boat uses storytelling and emotional branding focused on nostalgia and simplicity to build awareness and connect with its target audience.
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Marketing & Promotion Mix of Paper Boat.
1. PAPER BOAT
GROUP NO. 3
ANKIT AGARWAL (17A1HP432)
GULSHAN SONI (17A1HP259)
MIMANSHA BAHADUR (17A1HP525)
URVASHI MITTAL (17A1HP260)
SIDDHANT SINGH (17A1HP428)
2. PRODUCT STRATEGY
• PAPER BOAT DRINKS HINGE AROUND
NOSTALGIA AND SIMPLICITY WITH ITS
UNIQUE TAGLINE OF ‘DRINKS AND
MEMORIES’.
• IT’S A TRADITIONAL INDIAN DRINK
LAUNCHED TO TARGET CUSTOMERS
OF PRIMARILY URBAN INDIA
PARTICULARLY AGED ABOVE 20.
• AND THOSE COMMUNITIES THAT HAD
LEFT THEIR NATIVE HOMES TO OTHER
PARTS OF THE COUNTRY IN PURSUIT
OF WORK.
3. • THEY USE STORY-TELLING TO CREATE
ENGAGING CONTENT THAT HAS BUILT BRAND
AWARENESS BUT A SPECIAL KIND OF EMOTIONAL
CONNECT WITH ITS TARGET AUDIENCE.
• MOST OF THE INGREDIENTS USED ARE
NATURALLY FOUND SPICES AND CONDIMENTS
WHICH HAS DIFFERENTIATED IT FROM OTHER
BRANDS.
• IT HAS TOTAL 11 DIFFERENT AND SOME UNIQUE
FLAVORS WHICH WERE NOT PROVIDED BY THEIR
COMPETITORS.
• SUCH AS- SERBET-E-KHAS, ROSE TAMARIND,
PANAKAM, NEER MORE AND KOKUM.
4. PRODUCT DIFFERENTIATION
•Available in 11 different varieties of flavors out of which 4
are unique.
Variability
•Available in Squishee Pouches which are easy to carry.
Packaging
•Provides the real natural and refreshing taste of fruits with
no added preservatives.
Taste
5. PRODUCT MIXWidth
•As Paper boat
is
manufactured
by Hector
beverages,
which has a
product mix
width of Two
product viz,
Paper boat
Length&Depth
• Product Line – 11 Flavours:
• Jaljeera
• Aamras
• Kokum
• Jamun Kala Khatta
• Chilli Guava
• Aam Panna
• Neer More
• Anar
• Panakam
• Thandai
• Ginger Lemon-Tea
• Depth- 2
Consistency
• (Partially
consistent) Each
product in the
product line are
closely related in
the end use, i.e.
same distribution
channel is used
to deliver each
flavor of paper
boat. But not
each flavor will
7. PACKAGING
• PAPER BOAT STANDS OUT WITH ITS BEAUTIFUL
PACKAGING-A SLEEK, PEAR-SHAPED POUCH IS
HARD TO MISS, AMONG SIMILAR LOOKING
BOTTLES.
• THE DESIGN ON THE PACKAGING SUCCESSFULLY
ECHOES THE THEME OF SCORCHING SUN, SUMMER
HOLIDAYS AND A LOVING MOTHER BY USING
BRIGHT COLORS, GRAPHICS, UNCONVENTIONAL
BOLD FONTS AND MISCHIEVOUS CONTENT.
• SPOUT POUCHES OF PAPER BOAT COMES IN 2
DIFFERENT QUANTITIES: 250ML POUCH,1 LTR
(TETRA PACK).
9. PRICING
• PRICED AT RS. 30 FOR A 250 ML.
• PAPER BOAT EMPLOYS COMPETITIVE
PRICING GIVEN THAT TROPICANA
100 %, A CLOSE COMPETITOR
CHARGES RS 25 FOR A 200 ML
TETRA PACK.
10. PRICE BASED
ANALYSIS
• IT CLEARLY INDICATES
THAT PAPER BOAT IS
AMONGST THE HIGHEST
PRICED BEVERAGE AS
COMPARED TO ITS CLOSE
COMPETITORS IN THE
200 – 300 ML RANGE
AND THE SECOND
HIGHEST AFTER MINUTE
MAID IN TERMS OF THE
PRICE PER ML.
Source: Euromonitor International
Fig: Prices of major beverage brands (200 – 300 ml) from
2012 to 2013
13. ADVERTISING
• THE PUNCHLINE THEY USED IN ADS “IF YOU COULD
MAKE PEOPLE TASTE MEMORIES, YOU SHOULD.” ,
“AND LIFE IS STILL BEAUTIFUL”
• PAPER BOAT KEPT FOUR PRINCIPLE POINTS :
1. TELL THEM HOW AND WHEN TO USE THE
PRODUCT.
2. CONTINUOUS EFFORT TO MAKE THE CUSTOMERS
AWARE ABOUT ITS GOOD TASTE.
3. GIVING THE PRODUCT A DISTINCT PERSONALITY/
UNIQUENESS
14. SALES & PROMOTION
• Paper boat in the initial stage
started selling on airlines and in
5-star hotels.
• Television Commercials (TVC)
• Print AD
• Digital Marketing- Youtube,
Facebook, Twitter, Instagram
and Blog.
15. PUBLIC
RELATION
• AFFILIATIONS WITH OTHER
YOUTH,
• CULTURAL FESTIVALS,
• HEALTH AWARENESS
CAMPAIGNS,
• SPONSORSHIPS,
• FAIR TRADE WEEK- PAPER
BOAT CHIKKI IS A
FAIRTRADE-CERTIFIED
CHIKKI WHICH MEANS THAT
THE PEANUTS AND
PROCESSES THEY USE ALL GO
INTO BETTERING THE LIVES
OF FARMER AND THEIR
COMMUNITIES.
16. RECOMMENDATIONS
• PENETRATION OF PAPER BOAT IS VERY LIMITED. WITH LIMITED
VISIBILITY, IT HAS A DIRECT IMPACT ON ITS SALES. IT MUST MAKE
SURE THAT IT IS PRESENT IN ALL RETAIL OUTLETS WHERE
MAXIMUM FOOTFALL HAPPENS.
• ALL FLAVORS OF PAPER BOAT SHOULD BE WIDELY AVAILABLE AT
BIG STORES SUCH AS BIG BAZAAR, HYPERCITY, RELIANCE FRESH
ETC.
• PAPER BOAT SHOULD TIE UP WITH SCHOOLS WHERE MAJORITY OF
DRINKERS ARE CHILDREN AS THEIR POTENTIAL BUYERS.
17. • SHOULD GIVE INCENTIVES TO SHOP OWNERS TO KEEP THE
STOCK AND KEEP IT AT A POSITION WHERE DISPLAY OF THE
PRODUCT IS PROPER.
• RETAIL SCHEMES LIKE CERTAIN NUMBER OF BOTTLES FREE
PER CASE, DISPLAY SCHEMES, TARGET SCHEMES,
INSTALLATION OF REFRIGERATION FACILITIES.
• ONE OF THE PROBLEMS IS THAT MOST OF THE
CONSUMPTION OF THE DRINK HAPPENS DURING SUMMERS,
SO PAPER BOAT SHOULD INTRODUCE SOME WINTER DRINKS.
