Holistic marketing

Holistic marketing with special reference to PAPERBOAT

1. Holistic Marketing With Special Reference to Paper boat Rishabh Srivastava

2. Concept “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 C an 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. KEY CONCEPTS 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. BENEFITS Better customer satisfaction Attracting new business Differentiating from competitors Growing awareness of business Creating the right environment for success

6. COMPANY PROFILE 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. MARKETING STRATEGIES 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. HOLISTIC MARKETING BY PAPERBOAT 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. RELATIONSHIP MARKETING 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. INTEGRATED MARKETING 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. Societal Marketing 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.