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    Paper Boat

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    Dinesh Krishna
    1) Paper Boat is an ethnic drinks brand launched in 2013 by HB to cherish childhood memories through drinks like aam panna and jaljeera. 2) It focused on using natural ingredients without preservatives and unique packaging to differentiate itself. Distribution initially focused on airlines and hotels. 3) Promotions emphasized rekindling childhood memories through innovative campaigns like a post box program to connect with customers emotionally.

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    Paper Boat

    Uploaded by

    Dinesh Krishna
    1K views10 pages
    1) Paper Boat is an ethnic drinks brand launched in 2013 by HB to cherish childhood memories through drinks like aam panna and jaljeera. 2) It focused on using natural ingredients without preservatives and unique packaging to differentiate itself. Distribution initially focused on airlines and hotels. 3) Promotions emphasized rekindling childhood memories through innovative campaigns like a post box program to connect with customers emotionally.

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    1) Paper Boat is an ethnic drinks brand launched in 2013 by HB to cherish childhood memories through drinks like aam panna and jaljeera. 2) It focused on using natural ingredients without preservatives and unique packaging to differentiate itself. Distribution initially focused on airlines and hotels. 3) Promotions emphasized rekindling childhood memories through innovative campaigns like a post box program to connect with customers emotionally.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    1K views10 pages

    Paper Boat

    Uploaded by

    Dinesh Krishna
    1) Paper Boat is an ethnic drinks brand launched in 2013 by HB to cherish childhood memories through drinks like aam panna and jaljeera. 2) It focused on using natural ingredients without preservatives and unique packaging to differentiate itself. Distribution initially focused on airlines and hotels. 3) Promotions emphasized rekindling childhood memories through innovative campaigns like a post box program to connect with customers emotionally.

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    Paper Boat

    • Ethnic Drinks brand by HB in 2013

    • Started by 4 friends ( Neeraj Kakkar, Suhas Misra, Neeraj Biyani and James Nuttal)

    • Started with Energy Drink Tzinga in 2011, and been second largest energy drink brand
    in India.

    • Sticking to Single Variant, which made increased expenses for HB and were actively
    exploring other drink.

    • Started with 2 variants of Paper boat in 2013, aam panna and Jaljeera to cherish their
    childhood memories in Urban areas.

    • Started with single plant in Manesar with 20,000 units production capacity.
    • HB had used different strategy to
    get paper boat into the market by
    selling its products on airlines and
    five star hotels.
    • Paper Boat mainly focused on
    rekindle memories of ones
    childhood with unique design.
    • No preservatives, no added colours,
    and best packaging practices to
    make product Unique.
    • Innovative advertisements to show
    connection with childhood.
    1. Factors contribute to consumers accepting
    new Product
    • Pleasant Experience with its Unique combination of Drinks and Memories.

    • Independent of Competition, Clearly Blue Ocean Strategy.

    • Catchy name, Differentiated packaging and the superb recipe.

    • Differentiated Distribution network by selling them in Airlines and five star


    hotels.

    • Drinks that differentiate them from aerated soft drinks.

    • Innovative promotional strategies to recall childhood memories.


    Change to the pattern of adoption of new products
    over the years.
    Early time Middle Time Present Trends

    • More craze • Doesn’t feel • Health


    for Foreign good for conscious .
    Products holding • Feel proud
    • High use of Indian local of Indian
    carbonated drinks in drinks and
    drinks public taste
    places. preferences
    Paper Boats Marketing Mix
    I. Product: II. Price: III. Place : IV. Promotion:

    • Unique product to • Paper Boat priced • Targeted retail  Promotion mainly


    cherish childhood itself slightly higher outlets by offering focused to attract
    memories. than competitors 5% more margins. customers by cherishing
    products. childhood memories.
    • Naturally ingredients, • Collaborated with
    spices and • Focused to maintain Indigo airlines and  Given offer to release
    condiments. premium prices. also 5 Star hotels. paper boats and so they
    donate money to NGO’s.
    • Home made recipes
    • Less competitors are • Online site opened to
    to remind mothers  Post box campaign
    available in the touch the un tapped
    touch connected customers
    market which made market wishing to
    comparatively high try paper boat both fathers and children.
    • Best preservative and
    price.
    packaging practices  Differentiated
    promotional efforts to
    post images about
    childhood memories on
    FB and website in sync
    with tagline.
    Competitors Price
    Competitive Prices

    30

    25
    18
    16

    16
    PAPER BOAT REAL TROPICANO COCO COLA MOUNTAIN DEW
    Cherish with childhood drinks in Urban Cities.
    Value Emotional Connect.
    Proposition Indian traditional Ingredients

    Healthy Drinks.
    Customer No Preservative and no artificial sweeteners, best packaging.
    Offering Home made recipe , Mother touch

    Customer Unique and simple brand, which shows even by its packaging.
    Communication Recalls childhood memories even by its name to taste.
    Promotions also made customers to connect to their childhood days like post-box campaign.
    Challenges for Companies opting Niche Positioning:

    • Because of small market sizes it is difficult to enjoy larger profit margins.

    • Big companies can follow the trends and copy strategies which make small
    companies difficult to sustain.

    • Depending Only on Niche might not give them profits and it might lead to failure
    of strategies.

    • Difficult to penetrate rural market with new distribution lines.

    • Less retail shelf space comparative to big competitors.

    • Raw material sourcing can be difficult as they mainly depend on natural and
    limited products.
    Thank You

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