SUSTAINING AN ETHNIC SOFT DRINK – PAPER BOAT:

BRAND POSITIONING AND CONSUMER BEHAVIOR

Consumer Behavior PGP 23 – Section A
Group 5
 PAPER BOAT MENTAL MAP

NATURAL WARM

FRIENDL
EXCITING
Y

ATTRACTIVE
NOSTALGIC
PACKAGING

CONTENTED
FUN

TRUSTWORTH
SATISFACTION Y
 COMPETITORS MENTAL MAP ( TROPICANA AND REAL JUICE )

VA L U E
E N J O YA B L E FOR
REFRESHING MONEY
FRUIT RICH H E A LT H Y ORGANIC

MUCH MORE
E A S I LY THAN A
AVA I L A B L E DRINK
NUTRITIUOS

TA S T Y H E A LT H Y SINCERE

NON E A S I LY
S O LV E S TRADITIONAL AVA I L A B L E
THIRST
HUNGE
QUENCHING ENERGY MEASURABLE
R PANGS
BOOSTING BENEFITS
 Insights from Consumer Behavior to help in Brand Positioning
Exhibit 2 (Activities) Exhibit 3 (Interests)

Statement Score Inference Statement Score Inference

I often go to Lowest People interested in

temple/church/mosque festivities are not able I like to keep myself Lowest
to relate to the brand updated Currently people who

are likely introverts are

Juices are preferred in
the breakfast over
tea/coffee
I like to collect art Lowest
more able to relate
Highest Health conscious
people prefer Paper themselves to the brand
Boat I enjoy learning about Lowest
people and their lives

I visit grandparents, Highest People with traditional

whenever possible and values are able to
live in the traditional relate to the brand
I like for escape routes Lowest
parts of the city
 Insights from Consumer Behavior to help in Brand Positioning
Exhibit 4 (Opinions) Exhibit 5 (Selves)
Statement Score Inference Statement Score Inference
I feel emotionally Lowest My drink symbolizes my Highest Customers have identified
Current positioning identity themselves with the drink
involved with art as
this makes me feel is targeting people and thus have been
My drink helps me project Highest
satisfied willingly paying the
who are less the person I want to
premium with contentment
present
I am a very spiritual Lowest expressive and
person likely individualists I decide what is right and Lowest Decisive people seems not
I think discussion Lowest wrong myself relate to the brand
helps gain
knowledge
Exhibit 6 (Respondents Involvement with the Category)
I support the free Lowest
world Statement Score Inference
I buy drinks for their Medium People do not consider
Key Takeaways functional benefit nothing Paper boat as a healthier
more option compared to its
• People who prefer to socialise and engage more in festivities rivals
can be targeted and Paper Boat should align its position to I have compared the Lowest People in this segment are
cater to them flavors of all major drinks highly sensitive and may
• Current positioning seems to target people who are switch to other brands
I have a most=preferred Lowest
individualistic in nature and Paper Boat can try to position
drink brand
for a more community centric image
• Positioning should also take into account to portray Paper
Boat as a healthier option
 Suggestions for Paper Boat

• Seasonal Drinks
Most of the products are for summer-season, Paper boat can look for
alternative beverages suitable to winter-season, especially for the North
Indian market

• Add Health to current story line (Health + Memories)

Paper boat current story is related to memories, it can add an angle to
health of it by showing its recipe from Mother’s/Grandmother’s kitchen
“Homemade health drink with flavor of memories”

• Gifting Partnerships
Partnering with corporate for exclusive season gifting options at bulk
prices
Alternatively, offering gifting packages at retail stores during festive
seasons
 Suggestions for Paper Boat

• Increase Visibility and Expand Distribution

Plan reach of brand in every retail outlet where the target customers visit.
E.g. Big Bazar, DMart etc.
Buy shelf space either near the billing counter to get maximum visibility
at the start

• Tap School Segment

Parent are looking for alternatives to the carbonated drinks for their kids.
Paper boat can leverage this space and tie-up with schools to run
information campaigns for the same by games/contest for kids

• Paper Boat Club Drinks

Capture the non-drinkers of age 25-28 by offering some healthy yet club-
type flavors through Paper boat drinks