SUSTAINING AN ETHINIC

SOFT DRINK – PAPER BOAT :

BRAND POSITIONING AND
CONSUMER BEHAVIOR

Submitted by:
Manoj Raj P A
CB.BU.P2MBA19088
 INTRODUCTION

• A niche ethnic drink – A new category of flavoured drinks

• A brand positioned on cultural nostalgia

• Fruit Beverages valued at INR 110 – 115 billion

• Direct Competitors – Dabur’s Real Fruit Power & Tropicana

• To use consumer behaviour aspects that supports the positioning of Paper Boat
 • Young adults within the age group of
25-28.
• Grew up in the 1990’s

• Who has Memories of heritage

TARGET • People that still wanted to get back in touch

SEGMENT with their roots

• People with a sense of liberalism and

independence.

• People who are advanced

technologically and socially active
MARKETING MIX

Product:
• A niche ethnic drink
• Available in 12 flavours

Packaging:
• Unique packaging style reminisces childhood memories and invokes nostalgic feelings

Price:
• Premium pricing – To be consistent with price – quality perception

Place:
• Delivered to metros and cities across the country
• Collaboration with Nissin Foods enabled distribution in tier 2 cities and some rural
pockets
MARKETING MIX

Promotion:
• Unveiling storytelling mode
•
Ads are positioned on the memories of the user that are truly forgotten.
•
Features that concentrate on merging memories with festivals and seasons
•
Connecting with consumers in three distinct emotional spaces: the brand, the b
rand & memories
EXPERIENTIAL MARKETING

I. SENSE

II. FEEL

III. THINK

IV. ACT

V. RELATE
ANALYSIS

• In their promotional activities, Paper Boat adopted a story telling mode and also pursued the same strategy
when developing their presence in the social media.
• They made their customers participate in sharing their childhood memories, which contributed to the brand
being known for inducing a sense of nostalgia in them.
• They created customer-centric goods through which they were able to link the brand to the personal lives,
memories, traditions and heritage of the user.
• From the name 'Paper Boat' to the ingredients and the names of the flavors represented by their proper
nativity, the entire elements of the product helped clients to relive or dig up lost memories and create clear
emotional ties with the brand name
• The drink has been found satisfactory, normal from the results of the survey and has also been able to
communicate with clients on an emotional level.
ANALYSIS

• When the company wants to reposition itself, it should do so in such a way that it can make the
product safe for its customers.

• A sense of nostalgia is the first predictive cue that comes into mind on hearing about the product

• The subsequent indications found, such as its nutritional factors, are unfortunately blocked.

• By appealing to their ego, the product motivates customers to purchase the product, so that they
can feel a feeling of regaining what they once lost.

• The product packaging is exquisite and nostalgic in colors, forms, fonts and styles that make the
reminiscent of their history as customers view them.
•
The item uses premium pricing to be compatible with price-perception of quality
THANK YOU