PAPER BOAT

Paper Boat is a brand of traditional Indian beverages and foods which is

based in Bengaluru, India. It was launched by Hector Beverages in
August 2013. The company's first product was a protein drink called
Frissia, and later Tzinga which is the energy drink brand 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. The
Paper Boat brand aimed to bring back traditional drinks of India into
the modern environment. The brand launched with Aam Panna and Jal
Jeera drinks and later added a wide range of ethnic drinks including
Aam Ras, Chilled Rasam, Kokum, Jamun, Kala Khatta, Chilli Gauva and
More. The drinks were initially offered in single serving, flexible
pouches; the company has since then expanded to one liter Tetra Pack
cartons as well. Paper Boat does not use artificial coloring or
preservatives in its products.
 PRODUCT: ETHNIC DRINKS

Product Strategy
We can define the product strategy of Paper Boat in five ways:

1. The varieties - 12 flavors of ethnic drinks they are Kokum, Imli

ka Amlana, Serbet-e-khaas, Chilli Guava, Aamras, Jamun
Kalakhatta, Ginger Lemon Tea, Golgappe ka Paani, Anar, Rose
Tamarind, Jaljeera and Aam Pana.
2. The Name – Its name is simple, reminds you of the days gone
by and those days could come back with an act as simple as
folding paper.
3. The Packaging - It comes with 250 ml pouch with cap, very
colorful, extremely innovative, and has a 10% lower carbon
footprint.
4. The Taste - Has Nature identical flavors, and the real thing.
5. The Branding - Paper Boat's brand proposition is as much
about the drinks as about the memories the drinks evoke.
 PRICE/PRICING STRATEGY

Pricing at a Premium, businesses set costs higher than their

competitors, it is often most effective in the early days of a product’s
life cycle and ideal for small businesses that sell unique goods. The
ethnic drinks comes in single pack size of 200ml, 250ml and 1 L. The
cost of single pack is Rs.20-25 and that of 1L is Rs.80-100. In the stores
like D Mart there are discounts available on the individual packs. On the
e-commerce platform, discount is offered on the bulk purchase of 6
packs. As consumer awareness is increasing, they are shifting from
carbonated beverages to the healthier options. In 2014, the company
revenue was 15.9 crores which raised to about 25 crores in 2015. As
Indian economy increasing, young generation values time and
convenience more than the price which shows better prospects for the
brand.
 PLACE STRATEGY

Paper Boat products are available in all the major cities in India. Other
markets for the product are Dubai, Malaysia, UK, and USA. The majority
of consumers in these countries are of Indian origin. The production
units of Paper Boat are in two locations in India; Mysuru and Delhi and
have capacity of ten million pouches per day. The Paper Boat products
are available at Grocery stores, convenience stores, petrol pumps,
multiplexes and restaurants in metro and many online grocery suppliers
like big basket, amazon. Partnered with Delhivery as a part of virtual
store expansion plan under shoppaperboat.com. Retail outlets now
include Airports and airlines such as Indigo and Jet Airways.
 PROMOTION STRATEGY

Paper Boat created excitement among the consumers through

distinctive branding and advertising. In 2015, Paper Boat launched its
first advertising campaign, circa. Unique product packaging and
marketing techniques to attract consumers. The promotion was based
on emotional appeal to consumers by revoking the pleasant childhood
memories associated with traditional beverages. Hence the tagline is
“IF YOU COULD MAKE PEOPLE TASTE MEMORIES, YOU
SHOULD. DRINKS AND MEMORIES.” Paper Boat has strongly
connected with the consumers and have huge following. Paper Boat
has been active on social media and have stayed connected with the
consumers. For the television commercials, they have partnered with
the agency Lowe Lintas and produced many catchy ads.