Brand Resonance Pyramid

Model

P.L Haripriya
1901080
PGDM B
 Brand Resonance Pyramid Stages
Brand Identity:

Paper Boat was started in 2011 by four friends Neeraj Kakkar, Suhas Misra, Neeraj Biyani and
James Nuttall as Hector Beverages in Gurgaon and launched Tzinga in Delhi and city for nearly
simple fraction of the value of the most important energy drink Red Bull.

Paper Boat is a brand of non-carbonated beverages and energy drinks produced and marketed by
Hector Beverages. The product consists of traditional, authentic indigenous Indian drinks that are
packaged in single serving, flexible pouches. As of now ten flavor varieties are produced. The
beverages are produced using local spices, fruit, flowers and pulses, and some of the fruits grow
wild, such as jamun and kokum. Hector Beverages has contracted with fruit processors and has
encouraged some farmers "to cultivate the fruits to ensure a stable supply."The company has stated
that it does not use artificial coloring or preservatives in its products.

Brand Meaning:

Performance: The performance of “Paper Boat” has been extremely good, mainly because of the
core product offered by them. They tried to create a niche marketing of their own by offering
authentic drinks that connected people to their childhood. The ingredients of the product are very
natural and homely. Paper Boat uses very creative packaging. It doesn’t come in regular plastic
bottles. The quality and reliability on the brand name also plays a major role in its performance.
Instead we are getting these products at an affordable cost (less than cost of popcorn in movie
theatre).

Imagery: Paper Boat has been able to build an emotional connect with its customers. Therefore,
Paper Boat drinks are not just another beverage product for the customers but a medium to express
and revive their childhood memories. The company has been smart enough to convert a utilitarian
good to a hedonic good through its marketing and advertising.

The goal is to pull the right imagery together to make a connection with your target audience.
Having consistent brand imagery in place promotes brand feelings.

Brand Response:

1. Credibility and Relevance: The Paper Boat packages and branding of its drinks is actually
goes with the contents inside. The minimalist artsy doodles and a nostalgia-inducing tag line
– ‘drinks and memories’ – creates a positive anticipation of the flavors. And for the most
part, Paper Boat gets it right.
 2. Quality: Paper Boat products are well known for their quality and there should be no trade-
off between increasing sales and quality whatsoever the reason may be.

3. Superiority:
 Name: paper boat Simple and fun, just like the paper boats we launched as kids.

 Design: The packaging reflects simplicity and purity of the drink inside with flat colors
and simple shapes.

Brand relationships:

Paper Boat has been able to build an emotional connect with its customers. Therefore, Paper Boat
drinks are not just another beverage product for the customers but a medium to express and revive
their childhood memories.

The product clicked with the consumers. “Paper Boat founders had solid consumer insight that
traditional beverages will work, especially when they come without preservatives. There is strong
consumer support because of the authenticity of the products.

Marketing/Promotional campaigns in every stage:

Stage 1: They promoted the brand by organizing a campaigns like #FloatABoat through which
they can reach to more number of people.

#FloatABoat has the right blend of a cause campaign, one that will not only help establish Paper
Boat’s brand proposition of ‘Drinks & Memories’, but also bring back childhood to those from
whom it had been snatched.

Paper Boat launched the #FloatABoat Campaign during monsoon season with objective of tying
up childhood, paper boats and schooling with a common thread. The brand tried to bring the three
together for its cause campaign aimed to educate needy children.

Stage 2: In this stage they used creative packaging in such a way to attract customers by reviving
childhood memories.

Stage 3: Paper Boat’s social media approach included presence on Facebook, Twitter, Instagram
and YouTube, as their key platforms for sharing stories and interactions with customers. Paper
Boat built the Facebook and Twitter page around its brand philosophy, “Life is still beautiful”.
Stage 4: Showed comparisons on why to choose their natural product over many other artificial
products.

The different strategies incorporated by Paper boat in every stage

Stage 1: Greater quality with lower cost and it is biodegradable. One of the key features of the
product itself is the packaging the innermost layer is made of virgin, food-grade polypropylene
which keeps the content fresh, safe and tasty.

Stage 2: The ingredients of the product are very natural and homely with affordable price and
build an emotional connect with the customer.

Stage 3: 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 – allowing them access
and relive a piece of their childhood life through these stories By tapping into these memories and
creating interactions online with their customers, it helped build the brand among its audience by
making it part of their daily life.

Stage 4: Building an emotional connect with their products to their customers.

Filling the Gaps - How did they manage?

Environmental concerns of the Customers

The major hurdle Paper boat had was to prove the Eco friendliness of the product to its customers.
Consumer has concern regarding company’s activity and consumer look forward to make
relationship between companies who are doing the right to the environment. Consumer are
becoming aware that of the environmental impact of their day to day lifestyle.

Consumers want the details of the manufactured products and choose the brand that shares their
own value. The relationship between environment consciousness and green products is direct
which means as environmental consciousness increases the demand for the green product.

Paper Boat’s Solution

Paper boat is differentiated in their packing this created impact in the customer mind, that the paper
boat is eco-friendly product. Green image for the paper boat drink will increase the sales mainly
from the customer who are concern about the environment, today customer will be more concern
about the product that they buy through their packing paper boat can bring increase the
environmental concern in the mind of the customer.

Paper boat with their packing style made a difference in the product and helped them to create
green image.