Paperboat Marketing Mix (4Ps) & Marketing Strategy
Marketing strategy of Paperboat through marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
Paperboat Product Strategy:
Paperboat is a flavored beverage brand which has immense popularity in India. Paperboat has a wide product range in its marketing mix focusing on traditional authentic Indian mix of drink. The company takes pride in providing drinks which take the consumer down the memory lane through its unique taste perfected through painstaking trials and errors. It is packed as single serving portion packed in flexible pouch. Aamras and Jaljeera are the two initial launch flavors of Paperboat. As of May 2017, fourteen flavors of Paperboat are available in market. The beverages are made using local ingredients and wild fruits like Jamun and Kokum. These ingredients are of highest quality and the beverages are manufactured in most hygienic conditions. For continuous consistent supply of raw materials for production, the company has made contracts with food processors and has also encouraged farmers to cultivate some of the raw materials. For preparation of the beverages, the ingredients are mixed such as to provide nutritional and health benefits to consumer. Recently Paperboat has also launched a traditional Indian sweet ‘Chikki’ made of peanuts and Jaggary. The company claims to produce the beverages without any added preservatives.
Image: company website
This concludes the product strategy in Paperboat marketing mix & strategy.
Paperboat Price/Pricing Strategy:
Below is the pricing strategy in Paperboat marketing mix strategy:
There are around fourteen flavors of Paperboat available in market. The beverage comes in single pack size of 200ml, 250ml and 1 L.
The cost of single pack is Rs.20-25. And that of 1L is Rs.80-100 In the srores like D Mart there are discounts available on the individual packs. On the e-commerce platform, discount is offered on the bulk purchase of 6 packs. From initial stages, it has enjoyed backing of investors like Infosys Ltd. Founder N. R. Narayan Murthy. In 2011, the investment from him was Rs.15 crores. In 2013, it got investment of 8 crores from Sequoia Capital and next year after, it got 30 crore investments from Sofina and Hillhouse Capital. As consumer awareness is increasing, they are shifting from carbonated beverages to the healthier options. Paperboat being pioneer in the traditional drink space has advantages and eyes the growth in revenue and market share. In 2014, the company revenue was 15.9 crores which raised to about 25 crores in 2015. As Indian economy increasing, young generation values time and convenience more than the price which shows better prospects for the brand.
Paperboat Place & Distribution Strategy:
Following is the distribution strategy in the Paperboat marketing mix:
Hector Beverages, parent company of Paperboat has Head Quarters in Banglore, India. Paperboat products are available in all the major cities in India. Other markets for the product are Dubai, Malaysia, UK and USA. The majority of consumers in these countries are of Indian origin. The production units of Paperboat are in two locations in India; Mysuru and Delhi and have capacity of ten million pouches per day. The company is also planning to open another manufacturing facility in future. The packaging of Paperboat is futuristic with convenience of space reduction. It is the packaging used in spacecrafts.
The Paperboat products are available at various places and many online grocery suppliers like Bigbasket, amazon grocery.
Paperboat Promotion & Advertising Strategy:
The promotional and advertising strategy in the Paperboat marketing mix is as follows:
Paperboat created excitement among the consumers through distinctive branding and advertising. In 2015, Paperboat launched its first advertising campaign, circa. Unique product packaging and marketing techniques to attract consumers. A well-known design and Brand consultancy, Elephant Design was sought for help with strategic design and brand naming. It has adopted trendy design, packaging and brand name which has built up the brand awareness. The promotion was based on emotional appeal to consumers by revoking the pleasant childhood memories associated with traditional beverages. Hence the tagline is ‘Drinks and memories’. Paperboat has strongly connected with the consumers and have huge following. Since its conception, Paperboat has been active on social media and have kept in touch with the consumers. For the television commercials, they have partnered with the agency Lowe Lintas and produced many catchy ads. Their digital film ‘Rizwan-Keeper of the Gates of Heaven’ was made by Humor Me Pvt. Ltd. And was immensely applauded. Hence this completes the marketing mix of Paperboat.
About Paperboat:
Paperboat is a brand of ready to consume non-alcoholic non-carbonated beverages manufactured by Hector Beverages. It was introduced in market in 2013 by Neeraj Kakkar and Neeraj Biyani.
The brand has earned a special place in the palate of urban youth with its unique product range, innovative advertisements and bright and colorful packaging. Even the most choosy critics have been influenced by the product offerings of Paperboat and admired the brand.
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