Paper boat marketing strategy for bangalore

1. PAPER BOAT – MARKETING
STRATEGY FOR BANGALORE
Presented by :
Avinash Kini
- MBA, 3rd sem, section “A”, Jain college

2. Bangalore characteristics
• It is a tier – 1 city
• Estimated total population is 1.2 crores
• Literacy rate is 87.67%
• % of health conscious people – 30 %
• Most popular beverages consumed – fruit(mango, apple, grapes and
orange variants), lemon juice and coconut water

3. Beverages – Segment-wise sales value

4. Different types and brands of fruit beverages
available in Bangalore

5. Proposed target group and positioning for Paper
boat
• TG – 20 to 50 years (health conscious, economically middle class
group)
• Positioning – It is a tasty and healthy drink (Paperboat a day keeps
doctor away)
**Positioning based on nostalgia of traditional drink will be short lived
and fade away once generation Z enters into the target group over the
coming years. Hence, quickly adapt to new positioning

6. Marketing mix
Products – Would recommend Aamras, Aam panna, coconut water,
ginger lemon tea, apple, orange and grape flavoured packed juices of
both 200 ml and 1 litre (1)individual packets, (2) mega gift pack with 4-
5 different flavours of 200 ml each
Price – Average pricing, Rs. 15 / 200 ml pack, Rs. 70 for 1 litre pack,
Rs. 70 for mega gift pack containing 5 flavours
Place – Modern trade outlets, MOM & POP stores, bars, restaurants
and online stores like Big Basket
Promotion – Aggressive promotion on all social media platforms like
facebook, youtube etc.

7. RECOMMENDATION: PAPERBOAT
• Increase its retail distribution network to increase penetration rate
• In bars and pubs, 30-40% people don’t take hard drinks. Instead look
for drinks which add to their taste
• Paper boat need to tie up with schools where majority of the drinkers
are children. They are going to be the potential buyers and thus it is
important to encash this opportunity at its early stage
• In order to increase the visibility of Paperboat, company should give
incentives to shop owners to keep the stock and keep it at a position
where display of the product is proper
• One of the problems is that most of the consumption of the drink
happens during summers. Promote drinks of lemon, orange, ginger
during winter

8. RECOMMENDATION: PAPERBOAT
• An emphasis on the healthier aspects over things like coffee must be
stressed in an early advertisement campaign.
• Most of the people nowadays prefer giving some gifts whenever they
visit friends. Mega gift packs will help in circulating all the flavours
and urge the people to try out all the flavours.