Sec A_Group 11_Paper Boat

7/23/2019 Sec A_Group 11_Paper Boat

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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

Documents

Sec A_Group 11_Paper Boat