PAPER BOAT

ANKIT AGARWAL (17A1HP432)

GULSHAN SONI (17A1HP259)
MIMANSHA BAHADUR (17A1HP525)
URVASHI MITTAL (17A1HP260)
SIDDHANT SINGH (17A1HP428)
 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.
• 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 9 DIFFERENT AND
SOME UNIQUE FLAVORS WHICH
WERE NOT PROVIDED BY THEIR
COMPETITORS.
• SUCH AS- SERBET-E-KHAS, ROSE
TAMARIND, PANAKAM, NEER
MORE AND KOKUM.
PRODUCT DIFFERENTIATION
Variability

• Available in 9 different varieties of flavors out of which 4

are unique.

Packaging

• Available in Squishee Pouches which are easy to carry.

Taste

• Provides the real natural and refreshing taste of fruits with

no added preservatives.
 PRODUCT MIX

• As Paper boat • Each product

•Product Line- Flavours:
Width

Consistency
Length & Depth
•Jaljeera

is •Aamras
•Kokum
in the product
manufactured •Jamun Kala Khatta
•Chilli Guava
line are
by Hector •Aam Panna
•Neer More
closely related
beverages, •Anar in the end
•Panakam
which has a •Thandai use, i.e. same
•Ginger Lemon-Tea
product mix distribution
width of one channel is
product viz, used to
PRODUCT MAP
 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 3
DIFFERENT QUANTITIES: 250ML POUCH, 500ML 1
LTR (TETRA PACK).
 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.
• THIS CANNOT BE COMPARED PEPSI WHICH
COMES AT RS 20 FOR A 250 ML ‘MY CAN’.
BUT THEN PEPSI IS ESSENTIALLY
CARBONATED SWEETENED WATER.
 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
Source: Euromonitor International
Fig: Prices of major beverage brands (200 – 300 ml) from
THE PRICE PER ML
2012 to 2013
 PLACE

Distribution Channel: Paper boat has Two-level

distribution channel.
Manufacturers: Two manufacturing plant in Delhi and
Mysuru.
Distributors: In all Metro cities.

Manufacturers Distributors Retailers Consumers

 PROMOTION
MIX
• THE PROMOTIONAL
MIX IS ONE OF THE 4 PS
OF THE MARKETING MIX.
• IT CONSISTS OF:
i. PUBLIC RELATIONS,
ii. ADVERTISING,
iii. SALES PROMOTION AN
D
iv. PERSONAL SELLING.
 ADVERTISING
• THE MOST IMPORTANT THING ABOUT
ADVERTISING IS HOW ONE POSITION A PRODUCT.
• PAPER BOAT KEPT FOUR PRINCIPLE POINT FOR
POSITIONING OF ITS PRODUCT:
1. KNOWING THE CUSTOMER
2. TELL THEM HOW AND WHEN TO USE THE
PRODUCT.
3. DON’T FORGET TO TELL THE CONSUMER IT
TASTES GOOD.
4. GIVING THE PRODUCT A DISTINCT
PERSONALITY/ UNIQUENESS
• THE PUNCHLINE THEY USED IN ADS “IF YOU COULD
MAKE PEOPLE TASTE MEMORIES, YOU SHOULD.”
• AND AFTER POSITIONING THEN COMES THE
COMMUNICATION.
• THEY ALSO USED TWO TECHNIQUES FOR THE SAME:
1. NEW PRODUCT- A PRODUCT IS NEW ONLY ONCE,
AND THEY TOOK ADVANTAGE OF IT WHICH THEY
DID BY MAKING SO MANY TELEVISION AND SOCIAL
MEDIA ADS.
2. WOMEN RESPOND TO RECIPES, COOKING AND
MENUS MORE- THE PACKAGING CLEARLY FEATURED
THE INGREDIENTS BUT ALSO FUNCTIONAL BENEFITS
OF IT.
 SALES &
PROMOTIO
N

• Television Commercials
(TVC)
• Print AD
• Digital Marketing-
Youtube, Facebook,
Twitter, Instagram and
Blog.
PERSONAL
SELLING
Paper boat in the initial
stage started selling on
airlines and in 5-star
hotels.
 PUBLIC
RELATION
• LAUNCH BALL ACTIVITIES,
• 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.
 RECOMMENDATIONS

• PENETRATION OF PAPER BOAT IS VERY LIMITED. WITH LIMITED VISIBILITY, IT HAS

A DIRECT IMPACT ON THE SALES OF THE PAPER BOAT. IT MUST MAKE SURE THAT
IT IS PRESENT IN ALL RETAIL OUTLETS WHERE MAXIMUM FOOTFALL HAPPENS.
GENERALLY, THERE ARE LONG QUEUES AT THE BILLING COUNTER IN BIG RETAIL
OUTLETS E.G. BIG BAZAAR. THEREFORE, KEEPING PAPER BOAT AT SUCH AREAS
WOULD MAKE PEOPLE BUY IT TO GET RID OF THEIR WEARINESS BECAUSE OF
SHOPPING. IT WOULD ALSO BE WISE TO RUN DISCOUNTS AND OFFERS FOR THE
FIRST FEW WEEKS OF EXISTENCE, IN ORDER TO DRAW IN MORE POTENTIAL
CUSTOMERS.
• IN BARS AND PUBS, 30-40% PEOPLE DON’T TAKE HARD DRINKS. INSTEAD LOOK
FOR DRINKS WHICH ADD TO THEIR TASTE. THIS IS ONE OF THE AREA WHICH IS
UNTAPPED BY MANY BEVERAGE PLAYERS AND THERE IS A HUGE DEMAND IN THESE
CHANNELS.
• Owing to the price of the drink and affordability as compared to other drinks in
the same category, Paper boat need to tie up with schools where majority of the
drinkers are children. They are going to be the potential buyers and thus it is
important to encash this opportunity at its early stage.
• IN ORDER TO INCREASE THE VISIBILITY OF PAPER BOAT, COMPANY
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. ALL THE VARIANTS I.E. AAMRAS,
AAM PANNA, JAMUN KALA KHATTA, KOKUM, GOLGAPPE KA PAANI AND
IMLI ARE ALL SUMMER COOLERS. PAPER BOAT SHOULD TRY TO
INTRODUCE SOME WINTER DRINKS ALSO. THIS WOULD NOT ONLY KEEP
UP THE SALES DURING WINTERS BUT ALSO KEEP THE BRAND VISIBLE AND
CONNECTED THROUGHOUT THE YEAR
• THE PROMOTION STRATEGY COULD CONSIST OF ADVERTISEMENTS
WHICH RELATE PAPER BOAT WITH TASTE AND HEALTHY DRINK. AN
EMPHASIS ON THE HEALTHIER ASPECTS OVER THINGS LIKE COFFEE
MUST BE STRESSED IN AN EARLY ADVERTISEMENT CAMPAIGN.
ASSOCIATING PAPER BOAT WITH A TAGLINE WILL HELP IN THE
INCREASING THE PERCENTAGE OF RECALL FOR THE BRAND.
• IN ORDER TO MAINTAIN EXCLUSIVITY, PAPER BOAT SHOULD ALSO COME
IN GIFT PACKS WHERE ALL THE VARIANTS ARE PACKED
TOGETHER. MOST OF THE PEOPLE NOWADAYS PREFER GIVING SOME
GIFTS WHENEVER THEY VISIT FRIENDS. THIS WILL HELP IN CIRCULATING
ALL THE FLAVORS AND URGE THE PEOPLE TO TRY OUT ALL THE
FLAVORS.
THANK-YOU!