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    Interpretations of Survey Results From Exhibit 1

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    Tanya Yadav
    Paper Boat ranks first in FEEL, ACT, and RELATE scores but last in SENSE and THINK scores compared to competitors based on a consumer survey. Specifically, respondents felt Paper Boat was less healthy, nutritious, and available than competitors. The summary recommends Paper Boat improve availability, differentiate on health benefits, and position itself as curious, progressive, and cultured to better align with consumers' interests in knowledge and art. It also suggests expanding product lines and retail presence for long-term growth beyond niche marketing.

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    Interpretations of Survey Results From Exhibit 1

    Uploaded by

    Tanya Yadav
    57 views7 pages
    Paper Boat ranks first in FEEL, ACT, and RELATE scores but last in SENSE and THINK scores compared to competitors based on a consumer survey. Specifically, respondents felt Paper Boat was less healthy, nutritious, and available than competitors. The summary recommends Paper Boat improve availability, differentiate on health benefits, and position itself as curious, progressive, and cultured to better align with consumers' interests in knowledge and art. It also suggests expanding product lines and retail presence for long-term growth beyond niche marketing.

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    Paper Boat ranks first in FEEL, ACT, and RELATE scores but last in SENSE and THINK scores compared to competitors based on a consumer survey. Specifically, respondents felt Paper Boat was less healthy, nutritious, and available than competitors. The summary recommends Paper Boat improve availability, differentiate on health benefits, and position itself as curious, progressive, and cultured to better align with consumers' interests in knowledge and art. It also suggests expanding product lines and retail presence for long-term growth beyond niche marketing.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    57 views7 pages

    Interpretations of Survey Results From Exhibit 1

    Uploaded by

    Tanya Yadav
    Paper Boat ranks first in FEEL, ACT, and RELATE scores but last in SENSE and THINK scores compared to competitors based on a consumer survey. Specifically, respondents felt Paper Boat was less healthy, nutritious, and available than competitors. The summary recommends Paper Boat improve availability, differentiate on health benefits, and position itself as curious, progressive, and cultured to better align with consumers' interests in knowledge and art. It also suggests expanding product lines and retail presence for long-term growth beyond niche marketing.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 7

    Interpretations Of Survey Results From Exhibit 1

    (Dabur) Real Paper Boat Tropicana RANK of Paper Boat


    compared to other
    competitors

    Overall SENSE score 39.05 38.87 40 3

    Overall FEEL score 40.92 43.36 42.21 1

    Overall THINK score 38.87 37.48 37.83 3

    Overall ACT score 42.94 43.93 42.86 1

    Overall RELATE score 18.58 19.59 18.34 1

    • It can be observed that Paper Boat is beating its competitors in terms of FEEL, ACT and
    RELATE scores
    • Paper Boat has ranked last in terms of SENSE, and THINK aspects of Experiential Marketing
    Other Interpretations From The Survey
    Some other points of concern for Paper Boat as observed from Exhibit 1 are:

    SENSE:
    • Paper Boat is perceived to be less healthy than its competitors
    • Respondents feel like Paper Boat is less nutritious than competitors
    • Respondents feel like Paper Boat provides lesser energy than competitors

    THINK
    • Respondents feel like Paper Boat has lesser availability compared to competitors
    • Respondents don’t feel like Paper Boat is more than just a drink

    ACT
    • Health is not one of the main reason for purchasing compared to competitors
    • Respondents don’t feel like Paper Boat provides measurable functional benefits
    • One of the restrictions to purchasing Paper Boat is its lesser availability compared to competitors
    Implications Observed From Exhibit 1
    • Paper Boat has ranked lesser in the SENSE component compared to its competitors. The customer
    perceive that the product is less healthier and provides lesser nutrition and energy compared to
    competitors. The company has some problems in terms of differentiating its products based on these
    sensory components
    • Another major cause for concern is that the respondents complained about the lack of availability of
    product which is affecting how they think about the product and their purchasing behaviour. The
    company should resolve any issues it is facing in its supply chain and distribution network
    • The brand is perceived as just a drink company and respondents do not think of it as more than a drink.
    This is an area of opportunity through which the company can align itself towards Indian traditions and
    values to make its customers look beyond the sensory aspects and associate the brand with a
    cause/purpose
    Insights From Consumer Behaviour To Help Brand Positioning
    • The highest rated mean scores across all brands on statements regarding their activities, interests,
    opinions were as follows:
     I read – books, blogs and magazines – just to know
     I like to keep myself updated
     We should be updated with different aspects and issues in the society
    • Similarly, high scores regarding how discussions help gain knowledge and how they support a free
    world with rights to freedom and expression were seen. Relatively high scores were also seen for how
    the respondents enjoy learning about people and their lives; and a desire to understand deeper things
    behind religion, culture, etc.
    • Respondents also scored high on art related aspects. They like Indian songs, liked to collect art (songs,
    movies, poster/paintings, etc.), and felt emotionally involved with art as it made them feel
    satisfied/pleasure.
    Insights From Consumer Behaviour To Help Brand Positioning
    • Regarding their concept of self, they scored comparatively high on being individualistic and
    independent; and preferred to decide what’s right or wrong for them on their own and not let other
    people do it for them. Also, they felt that the way they looked was important to them. They scored
    comparatively low on associating drinks with their sense of self and identity.
    • As can be seen from the above consumer behaviour insights, we can draw some conclusions regarding
    their behaviour which can help us with the brand positioning.
     The target consumers are highly curious who place a high priority on keeping themselves
    knowledgeable about current and relevant issues and are interested in art, culture, religion.
     They are individualistic and independent and do not base their sense of self and identity on
    their drinks.
    • Thus, in addition to their nostalgic positioning, Paper Boat can reinvent itself by positioning itself as a
    brand which is curious, progressive, sophisticated, cultured, artistic, individualistic and independent.
    Recommendations For Paper Boat

    • Paper Boat boasts its success from a fancy and attention seeking name, different packaging from others
    and completely unique recipes made from natural ingredients Paper boat followed Blue Ocean Strategy
    • Flavours in both Sweet/Chilly has separate fan base and also diabetic patients can also consume it
    • The pricing of PB is very high, it has to justify the price point to the customers
    • Expansion to more retail stores and tier 2,3 cities as well
    • PB distinguishes itself with emotional connect (can be more evident from Exhibit 2) it should also pull
    in features of all natural ingredients and healthy choice
    • The Niche marketing wont be good for a long term strategy when the market hits saturation, the
    chances of survival decreases if it solely depends on niche
    • More Snacking products to its portfolio like paper boat chikki
    Thank You!

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