MBA

Term II

Course Name: Marketing Management II

Brand Name: Paperboat Beverages

Submitted by Group No.: 2

Group Members:
Aakash Chavda – 191302
Ansh Luthra – 191315
Kushal Gupta – 191328
Piyush Agarwal – 191341
Siddharth Mehta – 191354
 Index

Sr.
Content Page no.
No.

1 Industry Overview 3

2 IMC tools and techniques of Paperboat and promotional tools used 5

3 IMC tools and techniques of competitors and promotional tools used 11

4 Suggestions/recommendations for future promotional activities of Paperboat 18

5 Individual Contributions and learnings 20

6 Reference 23

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 1. INDUSTRY OVERVIEW

The presented product brand ‘Paper boat’ belongs to the Indian Food And Beverages
Industry. The Food And Beverages industry has been guided by the consumer demand for improved
packaging and more nutritional content in the recent years. This has also led to stimulation of
technological advances in the industry. Today, application of the rules and concepts of nanotechnology,
pasteurisation, UV treatment, high-pressure processing, etc are driving this industry. Increasing focus on
eco – friendly techniques for production and distribution has led to the use of packaging materials that
can be recycled so that they can be used multiple times.

Food and Beverages form one of the largest consumption categories in India. F&B industry
comprises of sectors like food retail, food service, online grocery supply, dairy and cold storage. Though
there is a constant increase in the market size of this industry in India, the Food and Beverages industry
has capacity for higher value addition in terms of production, as the current level of production is far less
as compared to the global standards.

Figure -1 : Market Size of F&B Industry in India

As shown in the above data, the market size of the industry increased from $19.82 billion in
2015 to $37.18 billion in 2019. It is estimated to reach around 46 billion U.S. dollars in 2020 across the
nation. This industry in India formed around 40% of its consumer packaged goods industry.

There are various reasons for the increase of the share of the industry in India. The F&B
industry is directly or indirectly impacted by the economic growth of the country. The economy of the
country affects its food supply which in turn further has an impact on the workings of the F&B industry.
Also, the increase in market size of this industry in India can be attributed to the fact that India is an
agrarian economy, so it can be said that this industry vastly depends on the agricultural production of the
country and is supported by it. Moreover, LPG (Liberalisation, Privatization, and Globalization) of the

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economy in the early 1990s helped reduce the barriers in the industry for conducting the business and
making India a hotspot for development of the industry.

One of the major factors which differentiate India from the rest of the world is its population
size of approximately 1.3 billion. The population of our country is shifting to adopt the western style of
living. The desire for improved lifestyle is induced by the rising income levels of the consumer. Higher
the income level of the consumer, higher is their disposable income. Around 50% of the total population
of India is below 30 years of age. This young generation strives to lead a high quality life. They tend to
save less. They prefer going out for meals with their friends and families and trying out different
cuisines, thus increasing the demand in the F&B industry.

A group of consumers is moving towards leading a healthy and hygienic lifestyle. The health
conscious segment is shifting from fat laden foods to protein rich and organic foods and beverages.
Working couples increasingly purchase ready to eat packets and convenience foods as a result of their
busy day. The consumer has now become aware about the quality and urban residents specifically trust
only the branded products for their promise of quality. Not only food, but such quality conscious
consumers have elevated the demand for bottled mineral water, taking the market to about $50 million.

The advent in technology has immensely helped the internet savvy consumers, who prefer
online shopping and ordering. Hectic schedules, convenience and temptations for offers and discounts
have led to a boost in the usage of this service. This, ultimately, has led to an exponential growth in the
demand for F&B products. It is evident that major online delivery players in this sector like Zomato,
Swiggy, FoodPanda, Grofers, etc have played an impactful role in the development of Food and
Beverages Industry in India. In 2016, the online food delivery market size was about $300 million.

Though there is a scope for development in this industry, the industry might also have to
face challenges in the near future. The industry can expand its operations horizontally by increasing the
exports of other products other than the ones being focused (tea and coffee). Abnormal wastage levels
during production and transportation is a key concern which needs to be addressed immediately to
achieve cost competency. The ever changing consumer preferences are expected to drive innovation and
development, though it might prove to be a catastrophe if not addressed on time.

Top players in India in this industry include Coca Cola, PepsiCo, Amul, Dabur, Godrej,
Nestle, ITC, Hindustan Unilever, Hector Beverages, Parle, MTR Foods, Cadbury India, Britannia among
others.

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 2. Integrated Marketing Tools and Techniques of Own Brand

As a brand based on memories that reminisce one of their early life, Paper Boat's marketing strategy
revolves around nostalgia, childhood and innocence. The brand name Paper Boat and the tag line,
‘Drinks and Memories’ is aimed at re-connecting the consumers to their childhood. Paper Boat's
beverages such as Aam Panna and Jal Jeera are drinks that their consumers grew up drinking and carry a
strong association with their childhood.

IMC tools and techniques analysis

The brands made use of the following parameters to capture the market effectively and efficiently:

1. Advertising
2. Sales Promotion
3. Public Relations
4. Direct Marketing

Advertising

Paper boat has extensively used Print and Digital Media to portray the origin and story of the brand. The
company is popularly known for its online campaign, “Rizwan and Hope the Boat” are two short films
aimed at the same. The campaign was widely successful as it garnered 10 million views.

The Company also partnered with OOH media for their Print advertising.

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Figure-2 : Short film from Rizwan

Figure-3 : Short film Hope the boat

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Figure-4 :Print advertisement in Newspaper

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Sales Promotion and Public Relations

Paper Boat had launched a very innovative campaign in partnership with Indian Postal Service, wherein
multiple makeshift letter box were put in offices and employees were encouraged to write to their fathers.
Paper Boat would take care of delivery and Postage, along with few samples of the drink.

The idea behind the campaign was reiterate the memories of childhood in the minds of young working
professionals which was connected to what the brand stands for.

Another PR campaign initiated by the company was FloatTheBoat wherein it aimed to support children’s
education by involving the general public to make Paper Boats.

Figure-5 : Paperboat campaign with Indian postal services

Figure-6 : Paperboat float the boat campaign

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Direct Marketing

Paper Boat has focused heavily into individuals understanding the story pf the brand. The company has
used Facebook and E-commerce websites to run various campaigns.

Paper Boat recently launched a campaign capturing Ramadan and Holi. The use of directed post and
special offers on Amazon helped pull the crowd towards the brand.

The Brand also launched a Chikki (peanut praline) that was aimed at helping peanut farmers and tried to
convince consumers to be a part of a greater good. This combined Direct Marketing and Public
Relations.

Figure-7 : Paperboat facebook page showing post of Ramadan

Figure-8 : Paperboat Chikki

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Figure-9 : Paperboat on Amazon.in

Figure-10 : Paperboat on Amazon.in

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 3. IMC tools and techniques of competitors and promotional tools used

B Natural
B natural is a natural fruit juice brand owned by ITC. It was acquired in 2014 by ITC which was
previously owned by Bangalore-based Balan Natural Food. With this acquisition ITC made its entry into
the beverages market.

IMC Tools adopted by B natural Juice.

1. Brand Ambassador.

B Natural as hired Shilpa Shetty as their brand ambassador to reach out to the health conscious
consumers. Shilpa Shetty being known as fitness and health conscious, B Natural has implemented a
strategy to the Shilpa Shetty’s health and fitness conscious character into promoting their brand.

Figure-11 : B Natural Brand ambassador Shilpa Shetty.

2. TV Advertisement

A TV advertisement created by Grey Group shows a focal character, Sangram Singh, as a harsh royal
residence guard who has never shown feeling, however on utilization of B Natural, he unexpectedly
and brazenly shows articulations to exhibit that he is fascinated by its taste. 'Can't hide the taste' is
simply the somewhat illustrative standard that the brand has adhered to. The commercial, which has
been named in regional dialects and is bolstered by press, radio and online ads, focuses on the SEC

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AB fragment. The brand wants to capture in the regular consumer who is worried about his health,
however isn't over the top about it.

Figure-12 : B Natural TV advertisement.

3. Social Media Campaign

B Natural dedicated a video to celebrate the Indianness, through a rendition of ‘Vande Mataram’. The
clip was released on the brand’s Facebook, YouTube and Instagram handles with the hashtag
#ShareAndRespect.

The video opens with a product shot of B Natural juice bottle, which then turns to reveal the Map of
India. The scene is than zoomed to take the viewer inside the map of India to reveal glorious visuals
of the breathtakingly beautiful Indian landscape that evoke a sense of pride and creates an instant
connect with the opening verse of the song ‘Vande Mataram’.

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Figure-13 : B Natural campaign on social media on the occasion of independence day.

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Tropicana juice
Tropicana Products, Inc. is an American multinational company which primarily makes fruit-based
beverages. It was founded in 1947 by Anthony T. Rossi in Bradenton, Florida. Since 1998, it has been
owned by PepsiCo. Tropicana's headquarters are in Chicago. The company specializes in the production
of orange juice.

IMC tools adopted by Tropicana Juice

1. Advertisment

Tropicana juice have implemented the strategy of advertising their fruit juices as 100% pure and
natural drink. Their advertisements shows the originality of the juice, which perfectly shows their
tagline of “Tap into nature”.

Figure-14 : Tropicana Advertisement.

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2. Campaign and Brand ambassador

Tropicana in 2018 celebrated the growing relationship of millennials(gen -Y) with their health, with
its new ‘My Health My Way’ campaign. In line with this, the brand has brought on board Bollywood
actor and youth icon, Katrina Kaif, as its brand ambassador in India.

Figure-15 : Tropicana campaign My health My way with their brand ambassador.

3. Public Relation

Stories about PomLife (Pomegranates benefits) New health benefits and research findings;
Development of new PomLife website which features discussion board and interactive futures.

4. Sales Promotion

In store sampling program: Sampling price strategy

5. Feedback from customers

Conducting focus group to analyse the PomLife for future product development.

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Real Juice

Real fruit juice is rated as topmost juice brand in India. It is owned by Dabur India Ltd.

1. Advertising

Dabur invests handsomely for its TV ads and other advertising techniques such as hoarding and
banners

Figure-16 : Real juice billboard.

2. Public relation

The company exercises sampling techniques by conducting various public events.

3. Sales promotion

The Company promoted its brand by increasing its visibility in popular hotels and food chain
restaurants in mojar cities in the country.

4. Interactive marketing

As part of promoting the brand the company rolled out a bartending event titled ‘Real Juice Jockey’
contest in Delhi, Mumbai and southern cities.

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 Figure-17 : Real juice- brand communication chart.

5. In a coordinated move to take on Pepsi's Tropicana in the genuine juice classification, Dabur
Foods Ltd. plans to embrace an incorporated showcasing correspondence program to advance its
items. As per a newspaper report, the organization's multi-pronged technique will presently
incorporate ground advancements, examining works out, broad communications publicizing,
institutional advancements, open connection exercises and showcasing tie-ups.

Figure-16 : Real activ juices promotions include tagline of No added sugar, colour and preservatives.

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 4. Suggestions / Recommendations for future promotional activities of your
brand.

What worked very well for Paper Boat on social media was in getting their fans and customers to share
their childhood stories and moments on social media. It helped PaperBoat in brand building.

Paperboat’s main promoting idea and theme was based on childhood stories as they are selling
indigenous Indian drinks which the current Millennials also known as Generation-Y(born between 1981
to 1996) can relate to their childhood. This generation has grown up drinking Aam
Panna, Jaljeera and Aam Ras etc.

Paperboat has certainly aligned their promotion activities with above mentioned demographic segment.

In addition to that we recommend following future activities for Paperboat.:

1. Brand ambassador.

Paperboat has no brand ambassador as of November 2019. They can hire a famous brand ambassador in
an unconventional marketing communication campaign, which was famous during 80s and 90s when
their targeted audience was in their childhood e.g. character from Office Office and Hum panch. Which
is cost effective and is helpful in their present method of promoting their product using childhood
memories.

2. Product placement

Paper boat can use the product placement method in any upcoming movie of TV serial and the product
can be woven directly into the scene.

3. Sub Brand for other targeted audience.

Paperboat can also launch a new product line for new generation kids of generation-Z (born between
1996 to 2010) in contemporary packing style and increase their business.

4. Sponsoring.

Paperboat can also sponsor events like music fests and concerts. As people of the age between 20 to 40
attend this kind of concerts and events, there is very high tendency of people to buy drink for thirst
quenching and the products of Paperboat are also very highly regarded as thirst quenching drinks. This
would give them good sales at the events and will spread word of mouth.

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 5. Awareness spreading for the benefits of the product.

In addition to existing theme, Paperboat can spread the awareness of the drinks that they sell. The drinks
does not have any preservatives and added colours. This would certainly increase awareness among the
health conscious consumers and would help in attracting more customers.

6. Contest.

Paperboat can also organize the contest in which the people can share their memories of young age and
selected memories would be shared on Paperboat’s Facebook page and the winner(who would get
highest likes) would get exciting prizes. In this way Paperboat can create a strong bond and brand
identity with its target audience.

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 5. Individual contribution and learnings:

1. Aakash Chavda (191302):

Contribution :

• Prepared the content of Suggestions / Recommendations for future promotional activities and
compiled the whole assignment.

Learnings:

• For me, the important learning is how Paperboat has succeeded in a kind of niche market. During
their launch there were not any formal competitor in the area of indigenous Indian drink
beverages and they were the one whom introduced this category of beverages in the market.
• Paperboat has very nicely blended the idea of reaching out to consumer via reminding them about
their childhood. Instead of advertising directly about their product, they have very well
established their IMC by story telling on the various communication mediums.
• Their tagline, “Drinks and memories”, describes the core idea of the product and The content
story revolves around its brand philosophy, “Life still is Beautiful”. If they would have marketed
by any other conventional advertising, they might have not appealed larger consumers base as
they have achieved now. In their current strategy if IMC, they are having a good achieved a very
significant “share of voice”.

2. Ansh Luthra (191315):

Contribution :

• Prepared the content of IMC tools and techniques of Paperboat and promotional tools used.

Learnings:

• The assignment has enabled me to understand how marketing tools can be aimed towards brand
building from scratch. Paper Boat Drinks focused extensively to convey the story of its brand and
origin to its consumers. The purpose of this “Story Telling” is to make consumer reminisce of
their childhood memories via Taste and Smell.
• The innovative campaigns have helped Paper Boat to carve a very different space for themselves
in a very competitive space. Competitor brands like Dabur, B Natural although have substantial
market share, but come fail to carve a specific segment for themselves.

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 • Paper Boat through its excellent portrayal of short films like Rizwan, have successfully conveyed
to their market about their brand. Its festival related campaigns have perfectly captured the
emotion of the Indian beverage market. Paper Boat Drinks have made use of various marketing
tools to establish themselves as not only a Drink seller but a seller of dreams.

3. Kushal Gupta (191328):

Contribution :

• Prepared the content of industry overview.

Learnings:

• The details about the industry in which ‘Paper boat’ operates was the first thing which I grasped
through the report. How the concepts of economics can be connected with the growth and
development of industry in the country was worth noting.
• The comparison between various IMC tools and techniques used by Paper Boat and its
competitors is the main idea of the report. The most important learning is the distinct method
used by Paper boat for promoting the brand. It uses the idea of reminding people of their
memories from childhood, generating nostalgic connection with the brand while still focusing on
the nutritional value of their products. This approach differentiates it from its competitors.

4. Piyush Agarwal (191341):

Contribution :

• Prepared the content of IMC tools and techniques of competitors and promotional tools used.

Learnings:

• By completing this assignment, I got the understanding about the integrated marketing
communication and the techniques used by the companies in order to increase the sales of the
product. By focusing on the Paper boat Juice brand and the tools and techniques of its IMC, a
deep understanding of marketing as a domain has been made possible.
• Apart from that, my contribution is for tools and techniques used by the competitors of the brand
Paper boat like B Natural, Tropicana and Real Juice. The main aim of the all the companies
primarily revolved around capturing the market share by using different IMC tools.

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 5. Siddharth Mehta (191354):

Contribution :

• Prepared the content of IMC tools and techniques of competitors and promotional tools used.

Learnings:

• By completing this assignment, I came to know about the detail learnings regarding IMC
(integrated management communications). Further, it also made me understand the relevance of
IMC tools and techniques that a company has to make use of in order to make the masses or the
target audience aware of its products and services.
• By going through the entire project, I also learnt about the tools used by the competitors to make
a stand in the market against other enterprises and also the techniques which a company uses to
gain a market share in a specific industry. My contribution in this assignment was regarding IMC
tools and techniques used by the competitors.

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 6. References :

1. https://en.wikipedia.org/wiki/Paper_Boat

2.https://dsim.in/blog/2016/07/27/case-study-how-paperboat-is-building-its-brand-story-with-superb-
marketing-strategy/

3. https://prezi.com/f3qtt7abjf6l/paper-boat-imc/

4. https://www.sac.ac.in/integrated-marketing-communications-paper-boat/

5. https://startuptalky.com/paperboat/

6. https://www.statista.com/statistics/742909/india-food-and-beverages-market-size/

7. http://www.careerizma.com/industries/food-and-beverage/

8. https://www.grantthornton.in/globalassets/1.-member-firms/india/assets/pdfs/grant_thornton-cii-
food_and_beverage_sector-the_new_wave.pdf

9. https://www.statista.com/outlook/253/119/food-beverages/india#market-arpu

10.https://www.business-standard.com/article/management/campaign-logic-b-natural-
115053100564_1.html

11.https://bestmediainfo.com/2019/05/to-boost-growth-itc-s-beverage-brand-b-natural-to-hike-ad-spend-
by-60-this-fiscal/

12. https://www.marketing91.com/marketing-strategy-of-tropicana/

13.https://economictimes.indiatimes.com/dabur-launches-new-campaign-to-promote-real-fruit-
juice/articleshow/51246915.cms?from=mdr

14. https://www.slideshare.net/Mrutyu-anu/integrated-marketing-tools-of-dabur

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 UNDERTAKING

To Whom It May Concern:

We, Aakash Chavda – 191302, Ansh Luthra – 191315, Kushal Gupta – 191328, Piyush Agarwal –
191341, Siddharth Mehta – 191354 hereby declare that this assignment is our original work and is not
copied from anyone/ anywhere. If found similar to other sources, we shall take complete responsibility of
the action, taken thereof by, the faculty.

Group No.: 02

Section: C

Batch: MBA – FT (2019 – 2021)

Date : 05/11/2019

Sr. No. Members’ name Roll No. Signature

1 Aakash Chavda 191302

2 Ansh Luthra 191315

3 Kushal Gupta 191328

4 Piyush Agarwal 191341

5 Siddharth Mehta 191354

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