QUENCHING THE THIRST- PAPERBOAT

RIVER- KAVERI
NAME- NIKITA KUNDNANI NAME- REECHA MIDDHA
REG NO.- 14-1094 REG NO.- 06-1134

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 COMPANY PROFILE
• Paper Boat, an ethnic drinks brand launched by Hector Beverages in August
2013.
• Founder : Neeraj Kakkar, Suhas Mishra, James Nuttal , and Neeraj Biyani.
• Headquarter : Bangalore
• It increased the consumer base for paper boat by selling its products on
airlines and five star hotels.
• USP of paper boat : rekindle memories of one’s childhood with unique design

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 MARKET SIZE OF THE FOOD AND BEVERAGES
INDUSTRY ACROSS INDIA 2.1 Lakh
Crore
5
4.5
4
3.5
3
1.78 Lakh
2.5 1.53 Lakh Crore
1.36 Lakh
Crore
2 Crore

1.5
1
0.5
0
2015 2016 2017 2018

SOURCE- https://www.statista.com/

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 5
MARKET SHARE OF SOFT DRINKS
22.3 Thousand Crore
15.7 Thousand Crore
4.5
4 19.9 Thousand Crore

3.5
3 17.7 Thousand Crore

2.5
2
1.5
1
0.5
0
2015 2016 2017 2018

SOURCE- https://www.statista.com/
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MARKET SIZE, SHARE AND REVENUE
REVENUE ( IN Cr)
250

200
200

150

118
100

69
50

0
2016-17 2017-18 2018-19 (
Expected)

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 IDEA CONCEPTION

• No availability of the traditional Indian drinks in the market.

• Instead the market is dominated by fizzy drinks.

• The idea was to connect the drinks to the memories of people who grew
up enjoying these drinks.

• And also serve the growing beverage market a product with NATURAL
ingredients.

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 MARKETING MIX
Product Price
•14 Flavours. • Priced in the range of Rs.30(250 ml)
•Packaged fruit juice available in to Rs. 99(1 litre).
different sizes. • Pricing of Paper Boat is a bit higher
•No artificial flavours & preservatives. than other competitors (Premium
•Amazing taste. pricing).

PAPERBOAT

Promotions
• Television Commercials
Place
• Outdoors / Hoardings
• Available in all retail outlets across
• Magazine & press ads
every nook & corner of the country.
• Internet
• Sales promotion

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 PRICE BASED ANALYSIS
35

30

25

20
Products Pricing
15
Paper boat Rs 30
10
Frooti Rs20
5

0
B- Natural Rs20
Paper boat Frooti B-Natural Minute- Maaza Slice Real active
maid Minute maid Rs22
Price for 250 ML
Maaza Rs18

Slice Rs15

Real Active Rs25

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 KEY SUCCESS FACTORS FOR PAPER BOAT

• Indian Traditional Ingredients

• Innovation
• Hedonic Value For Its Customers
• Continuous Customer Engagement
• Strong Distribution Hold
• Packaging

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 PROBLEMS FACED
• Cannot keep up with the demand due to lower production
capacity.
• Paper boat does not own intellectual property (IP).
• Sourcing of raw material.
• Sells non - carbonated drinks, which are high in sugar and not
advisable to people suffering from various ailments.

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 SUGGESTIONS

• Focus On Quality

• Quality is of prime importance when it comes to beverage products.

• Avoid Falling Into The Icarus Paradox

The company should constantly innovate upon its marketing strategies so as to prevent its customers
from feeling that it has become monotonous.

Evolve With Changing Customer Needs

Paper Boat should ensure that they are able to capture the changing customer needs (which can
happen only after conducting market research surveys) and hence evolve their business accordingly.

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 CONCLUSION
• Paper Boat has shown promising growth over the years. The association of
its products to “childhood memories” has worked well for the company so
far. With its constant innovation, strong distribution hold and attractive
packaging, Paper Boat is all set to gain a lucrative market share of Indian
beverage industry.
• However it can not satisfy the demand very effectively, so the company
should concentrate on the product which have the highest demand, focus on
creating, generating maximum revenue through the popular product.

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 THANK YOU

#lifeisstillbeautiful

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