6. Promotion Mix
The Promotion mix is one of the 4 P’s of marketing mix.
o Public Relation
o Advertising
o Sales Promotion
o Personal selling
o Digital Marketing
o Paper Boat's promotional efforts have been relatively very subdued until now because of the
unexpected sales that the brand has had since inception.
o The company's current marketing efforts are focused largely on advertising in newspapers, digital
marketing , through their website, social media and most importantly by positive word of mouth
communication.
o Its promotional efforts, which include posting images about childhood memories on their Facebook
page and website, are in sync with the tagline of the product.
7. Competetion
o Paper Boat's major competitors are Dabur India (Real),PepsiCo (Tropicana), Coca Cola, B Natural,
and Nourishco.
o While Dabur India has entered the functional drink market with aam panna, beverage giants
PepsiCo and Coca-Cola have also ventured into the non-carbonated drinks space.
o B Natural, an ITC-owned brand, is posing competition for Paper Boat through a wide variety of
Indian beverages made without the use of any concentrate.
o Noursihco, a joint venture between Tata Global Beverages Pvt. Ltd. and Pepsico India Holdings
Pvt. Ltd., is giving serious challenge to Paper Boat.
o Paper Boat adopted a "blue ocean strategy," creating a
niche category by branding traditional Indian drinks.
o The founders found that there was no availability of the
traditional Indian drinks in the market. And now they
have created a monopoly in traditional Indian drinks
segment.
o Successfully brought a product line which introduces the
Indian market (which is dominated by fizzy drinks) to the
different drinks from across the country.
What Paper Boat is doing different
8. Customer Profile
o Target Segment – 15 – 35 years old.
o Students and working people
o People living in metro and urban areas.
o Kids (taste)
o Families-Festivals (Thandai, Pankam)
What drives customer to buy Paper Boat
o Unique Packaging
o Traditional Indian drinks
o The flavuors, one sweet one salty, helped it to reach out to diabetic capital.
o Most of the ingredients are naturally available spices and condiments.
o Paper Boat differentiated itself from the crowded aerated soft drinks(with loads
of sugar.
