Holistic marketing with special reference to PAPERBOAT

1. Rishabh Srivastava

2.  “The Holistic Marketing Concept is based on the development,
design and implementation of marketing programs, processes and
activities that recognizes their breadth and inter-dependencies.”
-Philip Kotler
 Can be defined as a marketing strategy which considers the
business as a whole and not as an entity with various different
parts. According to holistic marketing concept, even if a business is
made of various departments, the departments have to come
together to project a positive & united business image in the minds
of the customer.
 Holistic marketing concept involves interconnected marketing
activities to ensure that the customer is likely to purchase their
product rather than competition.

3. A key driver of Holistic marketing is marketing
communications. The job of marketing communications is
to send the right message to the target group.
KEY CONCEPTS

4.  Internal marketing – Marketing between all the
departments in an organization
Relationship marketing – Building a better
relationship with your customers, internal as well
as end customers is beneficial for holistic
marketing.
Performance marketing – Driving the sales and
revenue growth of an organization holistically by
reducing costs and increasing sales.
Integrated marketing – Products, services and
marketing should work hand in hand towards to
growth of the organization.

5.  Better customer satisfaction
 Attracting new business
 Differentiating from competitors
 Growing awareness of business
 Creating the right environment for success

6.  An ethnic drinks brand launched by Hector
Beverages in 2013.
 Started by Neeraj Kakkar, Suhas Misra, James Nuttal and
Neeraj Biyani in the year 2009.
 It is currently operating with one plant in Manesar,
Gurgaon.
 It manufactures its products under the brands Tzinga and
Paper Boat.
 It currently exports its products to countries like
Australia, United States of America (U.S.A), United
Kingdom, Nepal, United Arab Emirates (U.A.E) and
Canada.

7.  1. Functional Drink: A non-alcoholic
beverage
 2. Ethnic Drink: Drink consumed by a
population sub-group with a common cultural
tradition
 3. Copy-cat Marketing: To imitate or mimic
marketing mix of a competitor closely

8.  Paper Boat has played the game so wisely
using engaging content for story-telling that not
only it has made brand awareness but also an
emotional contact with its target audience.
 Paper Boat’s marketing strategy moves around
nostalgia and simplicity in its storytelling
campaign. The campaign was focused on the
urban population mainly people of the age
group of 20 to 40.

9.  Any drink can be made to taste good. Or feel nutritious.
But how many drinks tell a story? Because when
companies get together and dole out a drink to the
parched populace, it’s practicality. But when history and
geography conspire to make a drink favored through the
ages, that’s destiny.
 A culmination of efforts. Modified through trial and error.
Perfected with every passing age. From a king’s royal
cook to a soldier’s flask to a peace offering made by
warring clans to a mother conjuring something special for
her son’s return to a grand celebration of harvest.
Everyone had something to contribute. And it’s their
additions (and subtractions) that ultimately made their way
into food carts in village fairs.

10.  It aims to build mutually satisfying long term
relationships with key constituents in order to
earn and retain the business.
 The four key constituents are -
customers,employees,marketing partners
and members of the financial community.
 The ultimate outcome is a unique company
asset called a marketing network

11. PRODUCT-Paper Boat created a Pleasant Experience with
its unique combination of drinks .As most of the ingredients
are naturally available spices and condiments. Paper boat
has differentiated itself from the crowded aerated soft
drinks(with loads of sugar . Eg. Slice , aam panna etc.The
flavors-one sweet and other salty, helped it to reach out to
diabetic capital of the world and others at the same time.
Price: The price strategy of PaperBoat products has also
helped in gaining the customer for the brand. Price strategy
with 5 10 15 20 25 30 is the pricing strategy of the company.

12.  Hector Beverage is more retailers friendly and
offers retailers 5% more profit margin as
compared to its competitors.
 Customer Centricity: PaperBoat primarily
focused on their products rather than focusing
on the brand philosophy. Working on this
strategy, the company was able to develop a
more customer centric product. Doing this,
the brand got connected with its customers
and their lives as it made their lives
meaningful with childhood stories.

13.  Competition: The product of PaperBoat is
as like home-made product. But there is
something different about PaperBoat
products that it has gained that much
attention across the country. Paper Boat is
mainly in competition with non-branded
products. Thus this is the reason for the
brand to decide the price of each and every
product wisely. PaperBoat has created a
difference in the beverage segment by
attaching people with emotion.

14.  Using an integrated communication strategy
means choosing communication options that
reinforce and complement each other.
 Two key themes are:
 Many different marketing activities can
create, communicate and deliver value.
 Marketers should design and implement one
marketing activity with all other activities in
mind.

15.  Choosing best place for their products is the top
most among strategy of the company. They have
tied-up with Indigo airlines to sell their products on-
board. Keeping their products in school canteen is
also in their strategy as their products are
considered healthy for children. The brand is
available on more than 20,000 retail outlets having
tie-up with coffee chains like Barista, airlines such
as Indigo and Jet Airways and hotels such as
Westin and Trident.
 Storytelling Approach: What worked very well for
Paper Boat on social media was in getting their
fans and customers to share their childhood stories
and moments on social media. It helped PaperBoat
in brand building.

16.  Multi-media campaign: PaperBoat launched a multi-media
campaign, which includes a three-and-a-half-minute long
video dishing out pure nostalgia.
To get connected with the lives of the people, the brand
collected heart touching and thoughtful childhood memories
and beautifully joined some other stuff from old childhood
memories.
 An advertisement narrated by Gulzar and moving around
“Maigudi Days” is in sync with the brand’s philosophy of
“Drinks and Memories”.
#FloatABoat campaign: To participate in the #FloatABoat
campaign, one only needed to make a paper boat and
upload the picture of paper boat on the PaperBoat site or on
its social media pages like Facebook, Twitter, or Instagram
with hashtag #FloatABoat.

17.  The motto to touch the lives of people with
emotions got huge success through the
video posted on YouTube and the video
received 40+ thousand views in just 5
months.
life is still beautiful
Refreshing memories.

18.  Because the effects of marketing extend
beyond the company and customer to society
as a whole marketers must consider the
ethical,environmental,legal and social context of
their roles and activities.
 The organization’s task is to determine the
needs, wants and interests of target markets
and satisfy them more effectively and efficiently
than competitors while preserving or enhancing
consumers and society's long term well-being.

19.  Water Conservation-Hector Beverages, have
already set aside 5% of capital expenditure
to ensure efficient water use within their
plants. “We use approximately 250,000 liters
of water in a day (24-hour operation) for
making our beverages. Since water is a
depleting resource, recycling and reuse are
very important for us, and have been worked
into our systems,” explains Neeraj Kakkar,
chief executive officer, Hector Beverages,
manufacturers of Paper Boat, a soft drink.

20.  Hip beverage brand Paper Boat has
budged INR130m (US$2m) for research
and development at a new science and
technology facility in its native
Bangalore.