SUSTAINING AN ETHNIC

SOFT DRINK – PAPER

BOAT: BRAND
POSITIONING AND
CONSUMER BEHAVIOUR

Presentation by GROUP- B
 About case study

Parvesh Dabuka, Head of Marketing, Paper Boat brand of soft drink was thinking about the success of the
niche brand that was positioned on nostalgia and ethnic taste.
Parvesh Debuka-Marketing Head wanted to use consumer behaviour aspect that had supported the
positioning of Paper Boat.
The case deal with experiential and self- brand aspect beside other factors that are instrumental in the
effective positioning of any soft drink brand.
It involves various factors associated with consumer behaviour through a market survey set among the target
group in the Indian context.
The primary objective of the case is to investigate the effectiveness of brand positioning associated with
successful brands.
Generally, brand positioning cases involving brand management do not delve into different aspects of
consumer behaviour.
Introduction
1)Paper boat was launched by "Hector beverages " in August 2013 by
James Nuttall ,Neeraj Kakkar and suhas mishra .
2)It's headquartered in Bengaluru ,India .it is a brand of traditional
Indian beverages .
3) Product consists of a wide range traditional ,indian drinks such as
Aam Ras,and jaljeera , Nimbu pani ,sugar cane juice .
4) Firstly, it was served by flexible pouches, then the company has
since expanded it to Tetra packs.
Factors in Marketing Mix

Price Product Place Promotion

Packaging
 SWOT Analysis

Streamlined processes High customer loyalty Low profitability

and efficient & repeat purchase which can hamper Little experience of
Strengths- Weakness-
operation among existing new project international market
management customers investment
Growing dominance
Customers are moving
of digital players such
toward mobile first
as Amazon, Google,
environment which
E-Commerce and Lucrative Microsoft etc can
can hamper the
Opportunities- Social Media Oriented Opportunities in Threats- reduce the
growth as Boat Brand
Business Models International Markets manoeuvring space
still hasn’t got a
for Boat Brand and
comprehensive
put upward pressure
mobile strategy.
on marketing budget.
Should the brand
reposition itself?
Paper Boat has successfully created a niche for itself in the intensely
competitive fruit-based beverages category.

Paper Boat’s communication has mostly focused on innocence of

childhood memories and nostalgia.

Paper Boat can strengthen the ways in which self branding connects
in its ads.

Paper Boat can continue to focus on ‘innocence’, and begin owning

other qualities like simplicity, childlike wonder, enthusiasm, and others.

However, it certainly does not imply that the products are meant only
for kids.
Is Paper boat for kids,
adult, or family?

• Targeting segment 16-35 years old

• Students and working people
• Living in metro and urban areas

• Kids taste and Youngster memories

• https://www.youtube.com/watch?v=dzAdsXpKun4
• https://www.youtube.com/watch?v=C9qvJmlvX48
• https://www.youtube.com/watch?v=rdPnF2YTFdw
Unique factors
which find in the
story board of paper
boat while
comparing

• Emotional connection
• Love and care
Conclusion
The case study explores various present-day facets of consumer behavior from the
backdrop of the standard brand positioning initiatives.

The funding will help the organization to expand existence of Paper Boat across the nation.
It will also introduce new flavors plus the funding can even be employed for creating a
different producing facility and employ more people.
Providing benefit to buyers and for taking care of customer relationships in techniques
Sustaining an Ethnic Soft Drink Paper Boat Brand Positioning and Consumer Behavior that
profit the Firm and its stakeholders."