Presentation on Paper Boat

paper boat

1. Marketing Management Assignment Presented By Group 6 Ashish Kumar Jha PDM07009 Avinab Kumar PDM07011 Ayush Raj PDM07012 Kundan Kumar PDM07024 Pankaj Sah PDM07030 Paper boat: Brand and Consumer Behavior 1

2. Agenda 2 09-07-2021 2 About Paper Boat Types of Soft Drink Target Segment Marketing Mix Experiential Marketing Brand Reposition Itself

3. Introduction 3 Hector Beverages was founded in 2009 by Neeraj Kakkar , Neeraj Biyani , Suhas Misra and James Nuttall. The company's first product was a protein drink called Frissia , following which the energy drink brand, Tzinga was launched in 2011. In March 2013, the company launched Paper Boat, a fruit pulp based beverage brand and shifted its focus to the ethnic drinks segment. Paper Boat is a brand of traditional Indian beverages and foods produced and marketed by Hector Beverages. The company aims to preserve traditional recipes while using innovation to make the ethnic Indian drinks accessible to an urban market Paper Boat offers a range of fruit based ethnic drinks. It also has a range of milk Paper Boat produces two seasonal drinks associated with Indian festivals and The drinks are manufactured in ultra-hygienic production facilities. 09-07-2021 3

4. Fruit-based beverages Health-based Drinks Concentrates, Powdered Beverages, Pulps and Squashes Energy Drinks Other Functional Drinks Ethics Drinks 4 Soft Drink Types 09-07-2021 4

5. Target Segment 5 25-28 years old Students and working people Living in metro and urban areas Kids- taste Youngsters- memories Families- Festivals (thandai, pankam) 09-07-2021 5

6. M arketing M ix Product Paper boat drinks hinge around Nostalgia & simplicity with the unique tag line “Drinks and Memories” Most of ingredients used are naturally found spices & condiments which differentiates it from other brands Paper boat is a traditional Indian drink launched to target customers of primarily urban India It has total 9 different products and some unique flavors which were not provided by it’s competitors Price Paper boat being a pioneer in traditional drink space has advantage & eyes the grown in revenue and share market The resultant positioning of Paper boat was highly quality and healthy beverage that’s why Paper boat had to be priced at a premium. It is available in 3 categories : 250ml, 500ml & 1 litre 6 09-07-2021 6

7. M arketing M ix Place Paper boat has 2 level distribution channel It has distributors in all metropolitan cities Collaboration with Indo nisin food has helped paper boat strengthen it’s distribution channel Also exports overseas to Indian stores of USA, UK & Canada Manufacturers: Two manufacturing plant in Delhi and Mysuru. Promotion Stands out with its beautiful packaging-sleek, matte finish doypacks , flat colour, is hard to miss among similar looking bottles. Story telling approach Customer Centricity Multimedia Campaign F loatboat Campaign 7 09-07-2021 7

8. V arious D imensions of Experiential M arketing 8 There are five types of customer experiences that form the basis of the experiential marketing framework are as follows : Sense – It appeals to the senses with the objective of creating sensory experience, through sight, sound , taste and smell. Feel – It appeals to customers feelings and emotions. Think – It appeals to the intellect with the objective of creating cognitive, problem solving experiences. Act – It enriches customers lives by Targeting their physical experiences showing them alternative ways of doing things. Relate – It contains aspects of sense, feel, think, and act marketing 09-07-2021 8

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10. Brand Reposition Itself 10 Managed to establish core competitive strategy in the market. Competes in the premium sector. Does not engage in competition with other cost groups. Worked towards improving the service of premium target groups. Consumers understand and perceive the brand as a high quality and premium. The brand is appreciated for its focused strategy and standing. The brand is appreciated and engaged in for its offerings. 10 09-07-2021

11. Thank You 11 09-07-2021