Paper Boat

• Ethnic Drinks brand by HB in 2013

• Started by 4 friends ( Neeraj Kakkar, Suhas Misra, Neeraj Biyani and James Nuttal)

• Started with Energy Drink Tzinga in 2011, and been second largest energy drink brand
in India.

• Sticking to Single Variant, which made increased expenses for HB and were actively
exploring other drink.

• Started with 2 variants of Paper boat in 2013, aam panna and Jaljeera to cherish their
childhood memories in Urban areas.

• Started with single plant in Manesar with 20,000 units production capacity.
• HB had used different strategy to
get paper boat into the market by
selling its products on airlines and
five star hotels.
• Paper Boat mainly focused on
rekindle memories of ones
childhood with unique design.
• No preservatives, no added colours,
and best packaging practices to
make product Unique.
• Innovative advertisements to show
connection with childhood.
1. Factors contribute to consumers accepting
new Product
• Pleasant Experience with its Unique combination of Drinks and Memories.

• Independent of Competition, Clearly Blue Ocean Strategy.

• Catchy name, Differentiated packaging and the superb recipe.

• Differentiated Distribution network by selling them in Airlines and five star

hotels.

• Drinks that differentiate them from aerated soft drinks.

• Innovative promotional strategies to recall childhood memories.

Change to the pattern of adoption of new products
over the years.
Early time Middle Time Present Trends

• More craze • Doesn’t feel • Health

for Foreign good for conscious .
Products holding • Feel proud
• High use of Indian local of Indian
carbonated drinks in drinks and
drinks public taste
places. preferences
 Paper Boats Marketing Mix
I. Product: II. Price: III. Place : IV. Promotion:

• Unique product to • Paper Boat priced • Targeted retail  Promotion mainly

cherish childhood
memories.
• Naturally ingredients,
spices and • Focused to maintain
condiments.
• Home made recipes
• Less competitors are
to remind mothers
touch
• Best preservative and
packaging practices
itself slightly higher
than competitors
products.
• Collaborated with
premium prices.
• Online site opened to
available in the
market which made
comparatively high
price.
outlets by offering focused to attract
5% more margins. customers by cherishing
childhood memories.
Indigo airlines and  Given offer to release
also 5 Star hotels. paper boats and so they
donate money to NGO’s.
 Post box campaign
touch the un tapped
connected customers
market wishing to
try paper boat both fathers and children.
 Differentiated
promotional efforts to
post images about
childhood memories on
FB and website in sync
with tagline.
Competitors Price
Competitive Prices

30

25
18
16

16
PAPER BOAT REAL TROPICANO COCO COLA MOUNTAIN DEW
 Cherish with childhood drinks in Urban Cities.
Value Emotional Connect.
Proposition Indian traditional Ingredients

Healthy Drinks.
Customer No Preservative and no artificial sweeteners, best packaging.
Offering Home made recipe , Mother touch

Customer Unique and simple brand, which shows even by its packaging.
Communication Recalls childhood memories even by its name to taste.
Promotions also made customers to connect to their childhood days like post-box campaign.
Challenges for Companies opting Niche Positioning:

• Because of small market sizes it is difficult to enjoy larger profit margins.

• Big companies can follow the trends and copy strategies which make small
companies difficult to sustain.

• Depending Only on Niche might not give them profits and it might lead to failure
of strategies.

• Difficult to penetrate rural market with new distribution lines.

• Less retail shelf space comparative to big competitors.

• Raw material sourcing can be difficult as they mainly depend on natural and
limited products.
Thank You