2. • Introduction to the process of innovation, diffusion and the role of culture
in the product innovation.
• How a company can tap culture to create a new product that can quickly
gain acceptance among consumer.
• Factors a company should take into account when developing a product
• Parvesh Debuka-Marketing Head wanted to use consumer behaviour
aspect that had supported the positioning of Paper Boat.
• The case deal with experiential and self- brand aspect beside other factors
that are instrumental in the effective positioning of any soft drink brand.
About Case
3. • Hector Beverages was founded in 2009 by Neeraj Kakkar, Neeraj Biyani, Suhas Misra and James Nuttall.
• The company's first product was a protein drink called Frissia, following which the energy drink brand, Tzinga
was launched in 2011.
• In March 2013, the company launched Paper Boat, a fruit pulp based beverage brand and shifted its focus to
the ethnic drinks segment.
• Paper Boat is a brand of traditional Indian beverages and foods produced and marketed by Hector
Beverages, which is headquartered in Bengaluru, India.
• The company aims to preserve traditional recipes while using innovation to make the ethnic Indian drinks
accessible to an urban market
•
• Paper Boat offers a range of fruit based ethnic drinks.It also has a range of milk
• Paper Boat produces two seasonal drinks associated with Indian festivals.
• The drinks are manufactured in ultra-hygienic production facilities.
Introduction
4. 1. What are the various dimensions of experiential marketing? Refer exhibit 1
There are five types of customer experiences that form the basis of the experiential marketing
framework are as follows :
Sense – It appeals to the senses with the objective of creating sensory experience, through sight,
sound , taste and smell.
Feel – It appeals to customers feelings and emotions.
Think – It appeals to the intellect with the objective of creating cognitive, problem solving
experiences.
Act – It enriches customers lives by Targeting their physical experiences showing them alternative
ways of doing things.
Relate – It contains aspects of sense, feel, think, and act marketing.
5. Exhibit 1
It measures the mean score obtained from respondents on various aspects of
experiential marketing. It was been compared with its competitor brands Real and
Tropicana. 7-point scale was used to measure respondents perception about the brands.
Decision areas involve an option between many alternatives as follows :
Paper boat could continue the existing positioning on cultural nostalgia.
Paper boat can consider how well the present positioning fits in with the lifestyle and
psychographics of consumers.
Paper boat can strengthen the ways in which self-branding connects in its ads.
Paper boat can enhance the involvement with respect to the product category and link
it up with the involvement levels of the brand.
6. 2. What was differentiating factor in the marketing mix of Paper boat?
Product
• Paper boat drinks hinge around Nostalgia & simplicity
with the unique tag line “Drinks and Memories”
• Most of ingredients used are naturally found spices &
condiments which differentiates it from other brands
• Paper boat is a traditional Indian drink launched to target
customers of primarily urban India
• It has total 9 different products and some unique flavors
which were not provided by it’s competitors
Packaging
• Stands out with its beautiful packaging-sleek, matte finish
doypacks, flat color, is hard to miss among similar looking
bottles
• The design on the packaging, successfully echoes the
theme of scorching sun summer holidays by using bright
colors, graphics and bold fonts
• It is available in 3 categories : 250ml, 500ml & 1 ltr
• The doypacks are one of the reasons which differentiates
Paper boat from its competitors brands
7. Price
Paper boat being a pioneer in traditional drink
space has advantage & eyes the grown in revenue
and share market
The resultant positioning of Paper boat was highly
quality and healthy beverage that’s why Paper
boat had to be priced at a premium
Place
Paper boat has 2 level distribution channel
It has distributors in all metropolitan cities
Collaboration with Indo nissin food has helped paper boat
strengthen it’s distribution channel
Also exports overseas to Indian stores of USA, UK &
Canada
Promotion
Story telling approach
Customer Centricity
Multimedia Campaign
#floatboat Campaign
8. 3. Should the brand reposition itself? Why or why not?
Managed to establish core competitive strategy in the market.
Competes in the premium sector.
Does not engage in competition with other cost groups.
Worked towards improving the service of premium target groups.
Consumers understand and perceive the brand as a high quality and premium.
The brand is appreciated for its focused strategy and standing.
The brand is appreciated and engaged in for its offerings.
9. 4. Is Paperboat for kids, adult or family? Can you infer from the case?
• Target Segment- 15-35 years old
• Students and working people
• Living in metro and urban areas
• Kids- taste
• Youngsters- memories
• Families- Festivals (thandai, pankam)
10. 5. Compare the three storyboards given in Exhibit 7,8,9.
What is the unique factor that you find in the storyboard of Paperboat?
Exhibit
• In the first ad its shows the memories of the childhood , kid tears a paper from his notebook
makes a paperboat floats down a river and many another scene related to child memories .At
the end paperboat comes with slogan “drink and memories” to sell their product.
• Second ad shows A kid is refused to eat fruits and wasted all over the house then his mom
starts giving him juice rather than eat fruits . Dabur is trying to show that his product “Real fruit
power” with “No added preservatives” through his advertisement.
• Third ad shows various scenes radio jockey having juice before his morning show , family
members drinking Tropicana on breakfast table . It is clearly visible pepsico is giving message to
consumer with a tagline “ its good to be alive” to consume Tropicana to be fresh and active.
11. Unique factors in the storyboard of paper boat:
Emotional connection.
The whole storyboard is created by using the memories from childhood (paper boat, Holi, kite, rain
etc.).
The grandparents play an important role in the whole ad, the company want to show the love and
care what they used to give us when we are small the same love and care are keep in mind while
making the paper boat drinks.
The term paisa worth chocolate signifies that all money what we spent while purchasing the
product will feel total worthy while we drink it.
The last line drink and memories clearly justify that the company want to make the customer feel
that they are enjoying the same freshness what where they used to use to enjoy when they were
young.
12. “It’s strange how memories work.
They are not time bound.
Our childhood is a memory,
This morning is already one,
All of it, just an arm’s length away.”
