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PAPER BOAT Case Study

1) Paper Boat was established in 2012 as an "ethnic flavored" soft drink company with 12 drink flavors that aimed to provide more than just thirst quenching. 2) Through a consumer survey, Paper Boat found that while their drinks provided an emotional nostalgic connection, consumers perceived their drinks as less beneficial than competitors in areas like nutrition and energy boosting. 3) To strengthen its positioning against better advertised and more nutritious competitor brands, Paper Boat is considering options like continuing its cultural nostalgia positioning while better connecting it to consumer lifestyles, or enhancing how its self-branding relates to product category involvement.

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Ashiqnavaz Shaikh
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3K views18 pages

PAPER BOAT Case Study

1) Paper Boat was established in 2012 as an "ethnic flavored" soft drink company with 12 drink flavors that aimed to provide more than just thirst quenching. 2) Through a consumer survey, Paper Boat found that while their drinks provided an emotional nostalgic connection, consumers perceived their drinks as less beneficial than competitors in areas like nutrition and energy boosting. 3) To strengthen its positioning against better advertised and more nutritious competitor brands, Paper Boat is considering options like continuing its cultural nostalgia positioning while better connecting it to consumer lifestyles, or enhancing how its self-branding relates to product category involvement.

Uploaded by

Ashiqnavaz Shaikh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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SUSTAINING AN ATHENIC SOFT

DRINK – PAPER BOAT


Submitted to, Prepared By,
Dr. Naresh Patel Yash Pandya MB022
Dean, MIS Vishva Trivedi MB047
Overview of Soft Drink Industry
6 Categories of Non-carbonated Soft Drink:
1. Fruit base Beverages –
Example: Dauber's Real power, Tropicana, Nimbooz, Slice, Maza
2. Health based drinks –
Example: Horlicks, Bournvita, Complan, Boost, Maltova
3. Powdered Beverages –
Examples : Ransna, Tang
4. Energy Drinks –
Red bull, Glucon-D
Overview of Soft Drink Industry
5. Other Ready made Drink –
Example – Tea, Coffee

6. Ethnic Drinks – Paper Boat established this new category of


“Ethnic flavored” drinks.
Overview of “Paper Boat”
Established in March 2012

Founders :

• Neeraj Biyani
• James Nuttal
• Neeraj Kakkar ( Fonder of Hector
Beverages)
• Suhas Misra
Idea generation of Paper Boat
• All Four founders wanted to launch the soft drink which should be more
than a drink to quench the thirst or provide a taste.

• The idea of paper boat came from the “Aam Panna” which was brought by
one of the founders Misra everyday in his steel flask.

• Product like “Aam Panna” was not available in the market so, they decided
to launch it and started product market-testing within a year.

• Tzinga was an energy drink launched by Hector beverages and it was


available market before 6 years of the paper boat launch.
Segmentation, Targeting and Positioning
Segmentation : Urban adults who started earning and spend their
weekends in pubs, discussing life , goes to adventurous
backpacking trips
Want to do something cool

Targeting : 25-28 years old adults


At position of mid manager level in the professional life
Believes in liberalization as well as traditional virtues
Health Conesus

Positioning : Unique positioning by creating nostalgia and ethnic taste


Niche category product
Competitors of Paper Boat

Vs.
Marketing Mix – 5Ps
Product :
Niche category product available in 12 flavors
Marketing Mix – 5Ps
Packaging:
The important reason of Paper Boat success
This created
• Matte finish Doypacks
nostalgia in
• Flat colors consumer’s
• Uncomplicated shapes mind
• Language reminiscent of childhood panorama

• Doypacks made of paper to communicate differentiation and authenticity.


• This packaging also gives the feel of squeezing a fruit.
Marketing Mix – 5Ps
Price:
Premium price
High quality health beverages
Marketing Mix – 5Ps
Place:
• Started with metro cities and reach 15000 across India by collaborating
with Indo Nissin for distribution
• Reached to Tier-2 cities and then ruler pockets with strong distribution
channels.
• Exported to Indian stores in USA, UK & Canada to settle the cater of
Indian diaspora for the Indian living out of India.
Marketing Mix – 5Ps
Promotion :
Advertisement by telling story which reminds
memories of childhood and actual memories
which was forgotten by consumers.
Paper Boat : An emotional connect
The Survey of Consumer behavior for Paper Boat
The Head of Marketing Parvesh Debuka wanted to know how successful
Paper Boat is and that’s why Paper Boat conducted a survey.

Survey :
• Sample size :208
• Age : 16 to 35 years
• Resident : Urban area
• Sample unit : Students and recent graduates.
• Sampling method : Random Sampling
• Carried out in January to April 2017 in city of Bangalore
• The surveyor has ensured that all the samples were regular users of Real
power , Tropicana and Paper Boat juice.
Experiential Marketing of Paper Boat
• SENSE : In terms of sense the survey result carried out that Paper Boat
juices are more natural than competitors and the less beneficial in
energy boosting.
• FEEL : Survey carried out that emotional connect, excitement ,enjoyment
of consumer with Paper Boat is more than competitors.
• THINK : Satisfaction of the consumer for Paper Boat Juice were more than
competitors.
• ACT : Advertisement and Packaging of the Paper Boat juices are more
attractive than competitors according to survey.
• RELATE : According to survey consumer attributed paper Boat as Fun and
friendly drink.
What is need for Paper Boat to reposition Itself?
• The main threat for the Paper Boat well advertised
and more nutrition offering brands.

• As Paper Boat positioned itself with emotional


connect and nostalgia which can be displaced by
competitors because of health benefits offering .
The Decision alternatives repositioning
• Continue the existing positioning of cultural nostalgia

• They can consider how well their current positioning fits in within lifestyle
and psychographics of consumers.

• Strengthen the ways in which self-branding connects in its ads.

• Enhance the involvement with respect to the product category and


link it up with the involvement levels of brand.
Thank You

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