Академический Документы
Профессиональный Документы
Культура Документы
Packaging
Taste
Consistency
Length & Depth
•Jaljeera
is •Aamras
•Kokum
in the product
manufactured •Jamun Kala Khatta
•Chilli Guava
line are
by Hector •Aam Panna
•Neer More
closely related
beverages, •Anar in the end
•Panakam
which has a •Thandai use, i.e. same
•Ginger Lemon-Tea
product mix distribution
width of one channel is
product viz, used to
PRODUCT MAP
PACKAGING
• PAPER BOAT STANDS OUT WITH ITS BEAUTIFUL
PACKAGING-A SLEEK, PEAR-SHAPED POUCH IS
HARD TO MISS, AMONG SIMILAR LOOKING
BOTTLES.
• THE DESIGN ON THE PACKAGING SUCCESSFULLY
ECHOES THE THEME OF SCORCHING SUN, SUMMER
HOLIDAYS AND A LOVING MOTHER BY USING
BRIGHT COLORS, GRAPHICS, UNCONVENTIONAL
BOLD FONTS AND MISCHIEVOUS CONTENT.
• SPOUT POUCHES OF PAPER BOAT COMES IN 3
DIFFERENT QUANTITIES: 250ML POUCH, 500ML 1
LTR (TETRA PACK).
PRICING
• IT CLEARLY INDICATES
THAT PAPER BOAT IS
AMONGST THE HIGHEST
PRICED BEVERAGE AS
COMPARED TO ITS CLOSE
COMPETITORS IN THE 200 –
300 ML RANGE AND THE
SECOND HIGHEST AFTER
MINUTE MAID IN TERMS OF
Source: Euromonitor International
Fig: Prices of major beverage brands (200 – 300 ml) from
THE PRICE PER ML
2012 to 2013
PLACE
• Television Commercials
(TVC)
• Print AD
• Digital Marketing-
Youtube, Facebook,
Twitter, Instagram and
Blog.
PERSONAL
SELLING
Paper boat in the initial
stage started selling on
airlines and in 5-star
hotels.
PUBLIC
RELATION
• LAUNCH BALL ACTIVITIES,
• AFFILIATIONS WITH OTHER
YOUTH,
• CULTURAL FESTIVALS,
• HEALTH AWARENESS
CAMPAIGNS,
• SPONSORSHIPS,
• FAIR TRADE WEEK- PAPER
BOAT CHIKKI IS A
FAIRTRADE-CERTIFIED
CHIKKI WHICH MEANS THAT
THE PEANUTS AND
PROCESSES THEY USE ALL GO
INTO BETTERING THE LIVES
OF FARMER AND THEIR
COMMUNITIES.
RECOMMENDATIONS