Company

• Hector beverages is started by Neeraj Kakkar, Suhas Mishra, Neeraj

Biyani and James Nuttal in 2010

• The products are Energy Drink( 2010) and Fruit Juices (2013)

• The names of products under the brands are Tzinga and Paper boat
Key Elements of Diffusion process
1) Innovation:
 2)Channels of Communication
Through the retailers, media, Internet,Airports,Airplanes,Restaurants,online.

3)Time
Paper boat launched in August 2013
Sales of 1.2 million packs per month is registered
In August 2014 20,000 retail outlets sell Paper boat

4)Social system
Donating money for NGO that is used for child education
Connecting the memories through the drinks
 Marketing Mix

1)Product:

• The product offered is traditional Indian drink.

• The beverage is prepared with local ingredients and with no added preservatives.
• The packet is made of 2 layers proprietary polypropylene and polyethylene.

2)Price:

• The 250 ml paper boat cost Rs 30,1 Litre Rs 110.

• Focused on niche segment and maintained premium prices.
3) Place:
There are 2 manufacturing units
Gurgaon with production of 80 units/min and Mysore with 380 units/min.
It has markets in Dubai, Malaysia, UK and USA.
Collaboration with hotels, airlines.

4)Promotion:
Tagline is “Drinks with Memories”. Advertisements and campaigns produced
are emotionally connected with the people. They connect with people through
social media and television.
Challenges

• Sourcing of raw materials would be a key challenge for Paper boat

• Entry of the new competitors and existing competitors to the same segment

• Health conscious consumers stop drinking the juice

• Paper boat being a niche market may not sustain for a long term marketing
Competitors
THANK YOU