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GROUMARKETING MANAGEMENT
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Your first craft lesson. Your first rain when you
out. Your first sense of accomplishment.
Your first sense of loss as it drowned. Your first
staying afloat in harsh circumstances. Your firs
about buoyancy.
A paper boat implies a lot of firsts.
But it also signifies a different world. With diffe
Maybe it implies a Tagore poem of the same n
Or maybe it tells us that no matter who you are
or what youve done in your life, you remembe
paper boat right?
So the real question is:
Why not paper boat?
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OverviewGlobal Industry Highlights:
Global Soft Drink Industry $310Billion(2015 Exp
Indian Beverage Industry $230 Million of the $6
Industry
Increase in aerated drinks: 3 to 14 servings/perso
Current Growth Rate: 15% & Expected Rate: 16-1
Coke & PepsiCo covers 90% of the market.
Juices will surpass carbonate market by 2016
12972
10873
9318
6676
5178
4970
4879
4545
4115
2483
2331
0 10000 20000 30000 40000 50000
Coca Cola
Diet Coke
Red Bull
Pepsi
Nescafe
Tropicana
Nespresso
Fanta
Sprite
Gatorade
Minute Maid
Mountain Dew
Leading 15 most valuable soft drink brands worldwid
Source: www.statista.com
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Indian Packaged Juice Industry:
Within the beverages market, the fruit-based beverag
fastest growing categories, and has grown at a CAGR o
decade.
At present, the Indian packaged juices market is valued
200 million) and is projected to grow at a CAGR of ~15%years
The packaged fruit juices market can be divided int
viz. fruit drinks, juices, and nectar drinks.
Fruit drinks, which have a maximum of 30% fruit con
selling category, with a 60%share of the market. Froo
are the most popular products in this category
Fruit Juices, on the other hand, are 100% composed of
30% market share at present.
In contrast, nectar drinks have between 25-90% fruit c
only about 10% of the market.
The rising number of health-conscious consumers is
juices; it has been observed that consumers are shif
drinks to fruit juices as they consider the latter a health
option.Source : www.technopak.com/
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Paperboat Hectors Paper Boat come in 7 variants such as Aamras , Kok
, Jaljeera, Jamun, Aampanna, Imli and Golgappe.
Major competitor for this can be Coca Colas Minute Maid h
such as Pulpy orange , Nimbu fresh, Guava, Apple, Mango a
Guava Pulp, Banana Puree, Papaya Puree
Hectors Paper Boat has comparative advantage over other
has given drinks traditional names which are catchy and attr
consumer and also fruit content of Paper Boat drinks are hig
competitor brands.
Source: Euromonitor International
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Competition
Considering entire beverage market including juic
leads the market with close to 56% market share
with approx 34% market share. Rest 10% include
etc.
Dabur is the market leader in the Indian package
with its brands Real and Real Activ. It accounts fototal packaged juices market, and is followed
a ~30% share. Other players include Parle, Fres
Godrej.
Dabur Real is the market leader in juice segment
by Tropicana from PepsiCo.
Source : www.technopak.com/files/Packaged_Juice_Market_in_India
55%30%
5%
10%
Market share by branded products
Dabur PepsiCo Coca-Cola Others
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Market growth
Time period Market
1990-91-1996-97 40.
1996-97 2001-02 16.
2001-02 2006-07 10.
2004-05 2009-10 9.0
2009-10 2014-15 8.0
5.3 bn
2004-05
7.4bn
2009-10
10.
201
Demand in billion Rs. for fruit juices and concentrates
Source- Minis
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According to reports published by Associated Ch
Commerce and Industry of India and Deloitte, co
seeking healthier beverages even if they are mo
The consumption of aerated beverages in India h
from a meagre three servings per person, per an
to 14 servings in 2013, though the global averagservings.
36
23
20
14
11
Conveniance
Premiumization
Out of home consumption
Choice/Selection
Shopping Experience
Prepared Food
Regional Pride/Nationalism
Consumer Trends Shaping the F&B Indus
Major Trends shaping the Source: Deloitte F&B Repo
Market Research and Consumer Insights
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The reports also pointed out that juice segment
growing segment with the growth of 30-35% an
fruit drink industry has been witnessing growth o
The rising awareness levels with regard to obesit
health issues, especially amongst teenagers and
helped push sales of non-carbonates.
Soft drinks manufacturers are also customizing t
address this change E.g.: Cadbury India, launche
Mango focusing more on the nutritional aspects
Another important factor shaping the Beverage
changing demographics. India is younger and mo
than it was ten years back. Average age of India
compared to 37 for china and 48 for Japan. Furth
income will continue to rise.
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Paper Boat differentiated itself from the crowde
drinks containing loads of sugar. By going back t
and sticking onto natural bandwagon, Paper boa
effectively play the health card.
As the Paper Boat can be used as starter drinks o
digestives, time of the day was not a challenge
The flavors one sweet and other slat helped it todiabetic capital of the world and others at same
Paper Boat try to bring out old childhood memo
cherished drinks like aamras, jaljeera, etc. These
have been around for 3000 years, with their hist
1000 BC. They thus found a natural connect with
Consumer.
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Primary Research (Responses Receive
88% of the people who tried Paper Boat liked its
packaging.
77% of the Respondents have heard about the p
Of these 65% have actually tried the product.
76% of those who tried Paper Boat were second
61% of the Respondents named Pepsi and Coke
drinks. While 62% said that it matters if the drink
Paper Boat is most popular among the youth, esgroup of 18-25
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MARKET SEGMENTATION
GeographicSegmentation
PredominantlyUrban
Population
Visiting high end starhotels
Visiting Mom andPop Stores
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MARKET SEGMENTATION
DemographicSegmentat
ion
Age Group: 20-4
Educational Levgoers, Universit
Occupation: StudProfessionals, H
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MARKET SEGMENTATION
Psychogra
phicSegmenta
tion
Lifestyle: Working anpopulation
Social: Young urbanconscious popul
Nostalgic: Brand evokesPeople staying away frand wanting a drink w
them a home made
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BenefitsS
oughtSegmentation
Non Alcoholic Bev
Traditional Indian
Real fruit and healtwhich tastes go
TARGETING
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TARGETING
Target Segments
Urban (Metropolitan cities)
Easy to
brand con
More he
Willing
drinks wi
Easily r
Young adults (25-37 years)
Want a
beverage
Cogniza
appearan
Experim
Can eas
POSITIONING
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POSITIONING
Paperboat is the pulpiest among all the fruit dri
because it offers nothing but traditional good stufdown the memory lane.
Relive the good old days with paper boat
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THE BRANDING
Paper Boats brand
proposition is as much about
the drinks as about the
memories the drinks evoke
THE VARIANTS
Available in 7 flavours
aamras, jaljeera, jamun
kalakhatta, aam pana,
kokum, imli ka
amlana and golgappe ka
paani.
THEPRODUCT
THE NAME
Because its simple. And it
reminds you of the days gone
by. While at the same time,
makes you realize that those
days could come back with an
act as simple as folding paper.
THE TASTE
With nature and nature
identical flavours, you get
the closest there is to the
real thing
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Company Pepsico Pepsico Pepsico Coca Cola Dabur Parle Hec
Bev
Brand Name Tropicana Nimbooz Slice Maaza Real Frooti Pap
Packaging
Type
Tetra Paks PET RGB PET Tetra
Paks
RGB PET Tetra
Paks
Tetra
Paks
Tetra
Paks
Pou
Volume(ml) 200 350 200 300 200 200 300 200 200 200 250
Prices(Rs) 25 20 10 20 14 10 20 14 20 12 30
Price/ml 0.125 0.05 0.05 0.067 0.07 0.05 0.06 0.07 0.1 0.06 0.12
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Grocery stores,
convenience stores,
petrol pumps,
multiplexes and
restaurants in
metros and Tier 1
markets
Soon to be available
in specialty stores
like WS Smith and
Baker Street.
Food shows and
exhibitions across
the country.
Retail outlets now
include
Coffee chains such as
Barista Lavazza
Airports and airlines
such as Indigo and
Jet Airways
Hotels such as
Westin and Trident.
PLACE
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Digital marketing
through their
website, social
media
Mass mediaadvertising
throughnewspapers and
radio
Pos
coma
reco
Recommendations
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Paper boat has had a great start esppackaging and flavours
India is diverse and diversity is Papeintroduction of more traditional drienhance Paper Boat's portfolio mix
Product
Due to richness in pulp, customer
Larger packs (1L) can however, dogreater salesPrice
Tier 2 Markets: Sooner it moves tobetter
Bars and Pubs: As a choice in non-usually untapped by many bevera
Place
Celebrity Endorsement: Big playeroffline mass media; Endorsement
Sales Promotion: Retail schemes, schemes, installation of refrigerat
Promotion
Recommendations
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hank You