Professional Documents
Culture Documents
GROUP XI
Your first craft lesson. Your first rain when you were allowed to go
out. Your first sense of accomplishment.
Your first sense of loss as it drowned. Your first life lesson about
staying afloat in harsh circumstances. Your first science lesson
about buoyancy.
A paper boat implies a lot of firsts.
But it also signifies a different world. With different priorities.
Maybe it implies a Tagore poem of the same name.
Or maybe it tells us that no matter who you are, where you lived
or what youve done in your life, you remember how to make a
paper boat right?
So the real question is:
Overview
Global Industry Highlights:
Global Soft Drink Industry $310Billion(2015 Expected)
Indian Beverage Industry $230 Million of the $65Billion Food
Industry
Increase in aerated drinks: 3 to 14 servings/person
Current Growth Rate: 15% & Expected Rate: 16-17%
Coke & PepsiCo covers 90% of the market.
2331
Minute Maid
2483
Gatorade
4115
Sprite
4545
Fanta
4879
Nespresso
4970
Tropicana
5178
Nescafe
6676
Pepsi
9318
Red Bull
10873
Diet Coke
12972
Coca Cola
67712
0
10000
20000
30000
40000
Source: www.statista.com
50000
60000
70000
80000
In contrast, nectar drinks have between 25-90% fruit content, but account for
option.
Source : www.technopak.com/files/Packaged_Juice_Market_in_India
Paperboat
Hectors Paper Boat come in 7 variants such as Aamras , Kokum
, Jaljeera, Jamun, Aampanna, Imli and Golgappe.
Major competitor for this can be Coca Colas Minute Maid having 6 variants
such as Pulpy orange , Nimbu fresh, Guava, Apple, Mango and Mixed fruit,
Guava Pulp, Banana Puree, Papaya Puree
Hectors Paper Boat has comparative advantage over other brands as Hector
has given drinks traditional names which are catchy and attracting the
consumer and also fruit content of Paper Boat drinks are higher than its
competitor brands.
Competition
Considering entire beverage market including juices and water, Coke
leads the market with close to 56% market share, followed by Pepsi
with approx 34% market share. Rest 10% includes Parle Agro, Dabur
etc.
Dabur is the market leader in the Indian packaged juices market
with its brands Real and Real Activ. It accounts for ~55% of the
total packaged juices market, and is followed by PepsiCo with
a ~30% share. Other players include Parle, Fresh Gold, and
Godrej.
Dabur Real is the market leader in juice segment which is followed
by Tropicana from PepsiCo.
Market share by branded products
10%
5%
55%
30%
Dabur
PepsiCo
Coca-Cola
Others
Source : www.technopak.com/files/Packaged_Juice_Market_in_India
Market growth
Time period
Market growth
1990-91-1996-97
40.3%
1996-97 2001-02
16.1%
2001-02 2006-07
10.3%
2004-05 2009-10
9.0%
2009-10 2014-15
8.0%
10.90
7.4bn
2014-15
2009-10
5.3 bn
2004-05
Source- Ministry of food processing industry
Regional Pride/Nationalism
Prepared Food
Shopping Experience
Choice/Selection
Out of home consumption
Premiumization
Conveniance
11
14
20
23
36
48
66
The reports also pointed out that juice segment is the fastest
growing segment with the growth of 30-35% annually while the
fruit drink industry has been witnessing growth of 10-15%.
The flavors one sweet and other slat helped it to reach out to
diabetic capital of the world and others at same time.
76% of those who tried Paper Boat were second time buyers
61% of the Respondents named Pepsi and Coke among their favorite
drinks. While 62% said that it matters if the drink is healthy or not
Paper Boat is most popular among the youth, especially in the age
group of 18-25
MARKET SEGMENTATION
Geographic
Segmentation
Predominantly
Urban
Population
Demographic Segmentation
MARKET SEGMENTATION
Psychographic Segmentation
MARKET SEGMENTATION
TARGETING
Target Segments
Attractiveness
POSITIONING
Relive the good old days with paper boat
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 PACKAGING
250ml Pouch with a cap
Very colourful and extremely
innovative packages,Paperboats
packaging is a marvel in itself
Also has a 10% lower carbon
footprint
THE PRODUCT
THE VARIANTS
Available in 7 flavours
aamras, jaljeera, jamun
kalakhatta, aam pana,
kokum, imli ka
amlana and golgappe ka
paani.
THE BRANDING
Paper Boats brand
proposition is as much about
the drinks as about the
memories the drinks evoke
THE TASTE
With nature and nature
identical flavours, you get
the closest there is to the
real thing
Company
Pepsico
Brand Name
Tropicana
Packaging
Type
Tetra Paks
Pepsico
Pepsico
Nimbooz
Coca Cola
Slice
Dabur
Maaza
Parle
Hector
Beverages
Real
Frooti
Paper boat
PET
RGB
PET
Tetra
Paks
RGB
PET
Tetra
Paks
Tetra
Paks
Tetra
Paks
Pouches
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
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.
PLACE
Partnered with
Delhivery as a part
of virtual store
expansion plan
under
shoppaperboat.com
Also available on
various online retail
stores including
bigbasket.com,
naturesbasket.co.in,
zopnow.com
Digital marketing
through their
website, social
media
Mass media
advertising
through
newspapers and
radio
Positive word of
mouth
communication
and written
recommendations
Recommendations
Product
Price
Place
Promotion
Paper boat has had a great start especially with respect to its
packaging and flavours
India is diverse and diversity is Paper Boat's biggest strengths, so
introduction of more traditional drinks across the country will greatly
enhance Paper Boat's portfolio mix of drinks.
Thank You