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Paperboat presentation.pptx
- 2. Paper boat Presented By: VikramKumar(22200338) COMP30390
- 3. HOW IT STARTED PaperBoat was started by 4 friends Suhas Misra, James Nuttall, Neeraj Biyani and Neeraj Kakkar in 2011 as Hector Beverages in Gurgaon. Launched as an inexpensive alternative to “Red Bull” Started as a search for a traditional Indian recipe for a American partners parents. Impossible to source a drink of Indian origin in the nation’s restaurants. Puzzle why nobody of coming to the market with a traditional offering
- 8. Idea conception Thefounders found that there was no availability of the traditional Indian drinks in the market. Instead the market is dominated by fizzy drinks. To bring a product line which introduces the Indian market to the different drinks from across the country The idea was to connect these drinks to the memories of people who grew up enjoying these drinks. And also serve the growing beverage market a product with NATURAL ingredients.
- 10. BRAND BUILDING USP: Underlying appeal to childhood memories Taste of culture and ethnicity Connecting with one’s Indian roots Paper Boat is known for its line of traditional Indian drinks and juices. It has sparked an emotional connect with it’s target audience and created a sense of belonging with it’s story- telling content. It’s content revolves around nostalgia and simplicity, thus prompting memories of childhood amongst the crowd. Unique packaging
- 12. Funding: The companyhas been funded by some of the most recognized VC's which found the whole concept of promoting traditional Indian drinks in its natural form to the customers and rekindling the customers nostalgic memories of childhood. CATAMARAN VENTURES SEQUIA VENTURES FOOTPRINT VENTURES
- 13. ADVERTISEMENT PRINT ANDTELEVISION - 1st campaign - Life is still beautiful, simplicity of childhood of memories of playing with paper boats in the rain. Nostalgia of good old days and combining brand philosophy of “Drinks and memories” Aptly titled – “A Trip down memory lane” Usage of old films and portrayal of characters from the past. 2nd campaign – “Jab Bacche thye” Montage of childhood memories
- 14. Traditional Marketing Althoughthe campaign targets people from the age of 20-40 years, but those of us who have grown up sipping aamras in our childhoods, definitely have a sense of sentimentality towards the brand. BILLBOARDS : Channel of traditional medium, OOH Ad
- 17. ANALYSIS OF PAPERBOAT’S STRATEGY Consistent Communication Matched with consistent Product Strategy Brand Building efforts Unique appeal and innovative Advertising Strategy Perfectly times for a modern India, confident of embracing their traditional roots with a contemporary twist Integrating the whole of India, storyline demonstrates Indianness Indian shared a common goal – North-South-East- West
- 18. FINAL TAKE PaperBoatdefinitely has it’s target audience in place. it keeps them entertained with heartwarming, emotion-sparking communications. They touch the right chords and know exactly which ones to strike. Use of nostalgia to drive commercials and an omnipresent digital existence.
Editor's Notes
- #2 What comes in your mind, when you heard a word Paperboat. Offcourse, a small boat made from paper. I’m sure everyone of us made this kind of paper boat in our school days in some kind of art and crafts class. We all miss our childhood, those innocent days, no tension about carriers, marks, jobs. And Paper boat apply same thought in their marketing strategy.
- #4 Point 1 When all other beverage company like, Redbull, coca cola, pepsi are focusing on marketing their product, paperboat marketing a feelings. A feeling of nostaligia. Show the next 3 slides
- #9 Done a experiment…. So, my question to you guys why anyone from you did not came to stage, my guesses is it’s from one of the three reason: fear, obstacles or lack of motivation. And Papaerboat overcome those three reason, they saw that every packaged drink market is very competive, and some flavours like mango juice, orange juice, lichi and strawberry juice is made by every beverage company. So they take a step forward and made some traditional flavours drink like, aam pana, jaljeera, thandai. And those flavours are not made from any other beverage company and those flavours are so popular in Indian culture because every Indian has strong memory of those drinks from their childhood.
- #10 So, before paper boat, if you want to taste those flavours you have to go to local vendors but paperboat entered in the market with blue ocean strategy which means they did not have any other competitiors and they created a market for tradtional Indian fruit base drinks.
- #11 You know if you want your product to be successful, you must satisfy your customer needs and emotions. Paperboat target audience was people from age group of 17 to 30 who move out from their home town to bigger city for higher education or jobs.
- #12 When other companies use plastic bottles and canes for drink, paper boat use pear shape design to markting their product so customer easily identified their product.
- #17 It has also started to export its products to different countries such as Malaysia, Dubai, and, various places in the United Kingdom and the USA. This kind of steady progression will surely help the brand to be more successful and one day soon it will dominate the global market of beverages.