This document discusses Hector Beverages Pvt Ltd, the company that launched Paperboat beverages in 2013. It summarizes that Paperboat offers traditional Indian drinks and sources ingredients locally. It has two manufacturing facilities and plans to produce a new drink using fermented purple carrots. The document also outlines Paperboat's product lines, marketing strategy, pricing, segmentation, targeting, positioning, retailer insights, flavor sales, SWOT analysis, beverage industry forecasts, and the company's financial projections.

1. By: Himanshu Butta
Jyotsana Mishra
Kashish Leekha
Sarthak Gupta
Sunny Chabbra
Hemlata Sharma
Mansi Tyagi
Komudi
IBS GURGAON

2. • Hector Beverages Pvt Ltd
• Started by Neeraj Kakkar
• Started in 2010
• Paperboat launched in August 2013
• Traditional authentic and
indigenous Indian drinks

4. Production & sourcing__
 Beverages presently have two manufacturing facilities
One in Maysuru and one in Delhi.
 Company’s plans to produced a kanji, a beverage
products using fermented purple carrots.
 USP of paper boat : rekindle memories of one’s
childhood with unique design.
 No preservation, no added color.
 Company managed to source purple carrots from
Southern India.

5. _Product Lines_
 Jal jeera
 Kokum
 Jamun
 Aam pana
 Golgappe
 Anar
 Chilled rasam
 Ginger leamon tea
 Tulsi aamras

6. Marketing
 The brand has been themed on the taglines “Drinks and
Memories” with the basic essence being “ alive authenticity”
 Though a small in terms of resources, brand offering can
stand up against big players if they have clear and compelling
marketing strategy and uniform brand positioning.
 Concentrate on following things-
 Identifying and define the market
 Differentiation-
1. Where can I be different
2. How can I be different
3. How can I communicate this differentiation.
 Dominate the category

7. Price
Promotion
Place
Product
Differentiation

8. SEGMENTATION, TARGETING AND
POSITIONING
Segmentation
 Psychological Segmentation
 Geographical
Targeting
 Concentrated Targeting
Positioning
 Company Offering Indian Drinks

9. • Various retail outlets were visited in Delhi-NCR region
• On a daily basis the retailers were able to produce a sale of only 5-8
pcs per day.
• On an average most of the retailers did not order more that 6-7
cartons of paper boat (144-168 pcs) on a monthly basis.
STORE NAME SALES (Rs.)
(MONTHLY)
UNITS SOLD
(MONTHLY)
RAJ MANDIR
(Delhi)
8000 250-260
KWALITY BAZAAR
( Delhi)
5000 150-160
BALAJI STORE
(GGN)
4500 150
ANIL STORE (GGN) 4000 120-130
VK’s BACHAT
BAZAAR (DELHI)
5000 140-150

10. RETAILER’S MARGIN
SECONDARY TPR ( IF
SCHEME EXISTS)
PERCENTAGE AMOUNT
MRP 30
RETAILER’S MARGIN 16.50 +3.50=20 6
C.P TO RETAILER 24
NO SCHEME PERCENTAGE AMOUNT
MRP 30
RETAILER’S MARGIN 16.50 4.95
C.P TO RETAILER 25.05

11. PERCENTAGE SHARE OF DIFFERENT FLAVOURS
CONTRIBUTINGTO THE SALE
 Customers prefer aam ras the most, which stands at 30%.
 After aam ras jal jera is the most sold flavour at 25%.
 Anar and aam panna also contribute to the sales. (15%)
 Rest of the flavors together contribute 15% of the total sales.
30%
25%
15%
15%
15%
aam ras
jal jeera
anar
aam panna
others

12. SWOT ANALYSIS
 Strengths:
1. Brand differentiation.
2. Satisfy the customers.
 Weakness:
1. Cost of Paper Boat.
2. Sourcing of the raw material.

13. SWOT ANALYSIS
 Opportunities:
1. future prospects.
 Threats:
1. Market share and involved players
2. Consider niche segment and the competitive threat.

14. Beverage Industry Forecast

15. Market Capturing forecast
Juice industry is expected to grow by CAGR of 18% from 2016-18 (Refer the figure
above) and as per the estimations the sale of Juice may surpass the Carbonate
drinks sales by 2016.

16. Company financials & Forecast
Key financials Forecast
Year 2011 2012 2013 2014 2015 2016 2017 2018
Revenues(INR crores) 0.5 4 11 16 32 35.2 42.7 50.2
0
10
20
30
40
50
60
2011 2012 2013 2014 2015 2016 2017 2018
Revenues(INR crores)

17. Current scenario
 Two manufacturing plant
 The company is collaborating with schools &
universities and farmers.
 Focus on R &D to release new Flavors'.

18. • Paper boat sells nostalgia
• Offers heritage with a contemporary twist
• Should not over crowd its offering
• Should work on solidifying their position
• Focus on geographical increase in its
distribution