Assignment On Brand Management And Strategy

Running head: MANAGEMENT
Brand Management and Strategy
Name of the Student:
Name of the University:
Author Note:

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Executive Summary:
Paper Boat represents a brand that markets non-carbonated and non-alcoholic beverages
manufactured by the Hector Beverages. The brand has been marketed in the year 2013 by Neeraj
Biyani and Neeraj Kakkar. The brand has been able to earn special place amongst the urban
youth with its unique range of products that triggered childhood memories. The brand has also
been able to create colorful and innovative packaging. Critics have also been influenced by the
offerings made by the brand. The aim of the report is to identify the company/brand’s identity,
personality and the promotional strategies for building the brand equity. The report also puts
across a discussion on the recommendations for improving brand equity and driving the
company towards a profitable growth.
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Table of Contents
Introduction:....................................................................................................................................1
Company’s Identity, Personality and Promotional Strategies in Building Brand Equity................2
Company/ Brand Identity:............................................................................................................2
Company/ Brand Personality:......................................................................................................4
Company’s Promotional Strategies:.............................................................................................6
Recommendations for Improving Brand Equity to Ensure Profitable Growth:..............................8
Conclusion:....................................................................................................................................12
References:....................................................................................................................................13
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Introduction:
The report aims at providing an insight intoPaper Boat, a traditional food and beverage
brand of India that is marketed and produced by the Hector Beverages. The brand was launched
in the year 2013 by Hector Beverages and headquartered in Gurugram, India
(paperboatdrinks.com 2019). The products of the brand consisted of range of indigenous and
traditional drinks of India like Aam Panna, Aam Ras and Jaljeera. The brand also produced milk
based beverages like Butter Milk, Thandai and Badam Milk. The brand even launched Coconut
Water in the year 2018. The drinks are mostly manufactured under the hygienic facilities.
‘AamRas’ has been one of the popular drinks of the brand that contained 45 percent of the
mango pulp and is made from the naturally occurring ripened mangoes
(paperboatdrinks.com2019). The drinks were initially offered in flexible pouches and as single
serving which then expanded to Tetra Pak cartons. The aim of brand lies in preserving traditional
recipes through innovation so that the drink becomes accessible to the urban market. The brand
does not use any kind of preservatives or coloring to the products. Paper Boat receives its funds
from various investors like Footprint Ventures, Catamaran Ventures and Sequoia Capital.
This is a brand that revolved around and revived age-old memories and recipes. Thus, the
marketing strategy of the brand has nostalgia, innocence and childhood etched in it. The tag line
of the brand, ‘Drinks and Memories’ is targeted towards evoking childhood memories of
consumers with respect to beverages like Jal Jeera and Aam Panna (paperboatdrinks.com 2019).
The purpose of the report lies in identification of the company’s personality, identity and the
promotional strategies for building brand equity. The report also provides recommendations for
improving the brand equity for driving it towards profitable growth. Nevertheless, it is vital for
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brands like Paper Boat to opt for stronger means of communication in order to attract the
investors and resolve any legal matters which they might face in future
Company’s Identity, Personality and Promotional Strategies in Building Brand Equity
Company/ Brand Identity:
The Company’s identity actually refers to the brand identity. It is not only about how the
consumer perceives the brand but also about the thoughts, images and the words that comes to
the mind when he or she gets engaged with the brand (Urde 2013). In other words, brand identity
is more about the feelings of the consumers regarding the brand (Wheeler 2017). Company’s
identity is mostly influenced by choices of visual branding that includes both website design and
the color choice. Besides, there are other elements like the social values, press coverage,
marketing, customer interaction and partnerships. In this regard, it is however vital to note that
the brand or the brand identity is not simply a color or logo palette, but it is everything that is
being said and done about the brand.
Brand equity refers to perceived value of the brand or the product depending on the
reputation amongst the consumers beyond the mere revenue (Huang and Sarigöllü 2014). There
are three basic components of brand equity which includes consumer perception, resulting value
and positive and negative effects (Hur, Kimand Woo2014). As far as consumer perception is
concerned it includes both the experience and knowledge with the product and brand thereby
building brand equity. The perception of the consumer segment regarding a specific brand results
in positive or the negative impacts. In fact, the impact on organization, product and the financial
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aspect is positive with positive brand equity while the opposite is true when the impact is
negative (Farjam and Hongyi 2015).
These impacts either turn into tangible or intangible value. When impact is positive, the
tangible value helps in increasing the revenue or the profits while the intangible value refers to
the goodwill or the awareness in marketing. When the effect is negative, then negativity also
persists in the tangible or the intangible value. For instance, when the consumer pays more for
generic product in comparison to the branded one then the brand is believed to develop negative
brand equity (Ahmad and Thyagaraj2014).
In this regard, as far as Paper Boat is concerned, it tries to create brand identity through
building distinctiveness across bigger brand idea for driving penetration that results in the
creation of positive brand equity. Thus, it is interesting to observe how Paper Boat entered the
Indian beverage market and created a stir through the creation of bold distinctiveness right from
the first day. The brand thus grows rapidly, thereby attracting bunch enthusiastic investors along
its way (Rashid, Ghose and Cohen 2015). However, Paperboat has tried to create a brand identity
through the following:
Idea of the Brand: The brand has been born distinctive with over 10 flavors of drinks
comprising ofthe traditionally occurring beverages like ‘Aam Panna’, ‘Jal Jeera’, ‘AamRas’ and
‘Anaar’. These have been traditionally known flavors that slowly faded from the public memory
(paperboatdrinks.com 2019). The brand put forward its master stroke through the articulation of
Brand Idea ‘Drinks & Memories’ that tried to create a link between the brand and the fond
childhood memories. This helped the brand in quickly attracting the imagination of the people
across country.
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Uniqueness of Product and Packaging: The brand has tried to maintain authentic
flavors such that the consumers are able to happily revive the memories of their older taste
(paperboatdrinks.com2019). The uncontested space for the product has led the brand in creating
room for more variants with time thereby creating stronger cadence of the product innovation
(De Veirman, Cauberghe and Hudders 2017). However, the brilliant packaging results in the
creation of the instant charm. The distinctive shape, unique paper packaging, simplified graphics,
brand icon, authentic taste and a touch of nostalgia in the names of the variant have contributed
to the creation of the Company’s identity and hence its brand equity (Schallehn, Burmann and
Riley 2014).
Remarkable Advertising: The brand has tried to create some memorable advertising.
Besides watching the evocative, simple and charming advertisements it is also vital to note how
the brand has leveraged its advertising for creating its own identity (paperboatdrinks.com 2019).
To add to this, the brand has also used the method of storytelling both on website and packaging,
thereby reflecting its innocent and childlike identity (Yuan et al. 2016).
Driving Activations: Given the complexity and vastness of India, Paper Boat has
focused more on its reach that helped in creating the company’s identity through activations of
the brand. The brand tried to create viral videos reflecting childhood memories that helped in
building preference and affinity amongst an entire generation of the young Indians
(paperboatdrinks.com 2019).
Visibility Created through Distribution: The Brand planned to distribute mostly in the
modern retail that ensured wider visibility and availability and finally resulting in the creation of
brand identity (Musa, Gunasekaranand Yusuf2014). They also focus on the innovation and the
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newer channels (Elving et al. 2013). For example, the company also undertook airport and in-
flight distribution for selling the products that also included introduction of new flavors to the
young Indians. The flavors included apple, mixed fruit, pineapple, guava, cranberry, lychee and
tomato. This helped in creating stronger identity through renewal of childhood memories.
Company/ Brand Personality:
Company’s personality also refers to brand personality which representscollection of
human characteristics that is attributed to the brand name. The brand personality represents
something that helps the customer to relate (Singh2013). An effective brand is believed to
enhance the brand equity through consistent traits that is enjoyed by specific segment of
consumers. The personality represents a qualitative value addition gained by the brand in
addition to personality. It is to be noted that customer’s feels are inclined towards purchasing a
brand when its personality holds similarity to theirs. There exist five different kinds of brand
personalities having common traits. These include (Toldos-Romero and Orozco-Gómez2015):
 Excitement that refers to carefree, spirited and youthful attitude
 Sincerity that refers to thoughtfulness, kindness and orientation towards the family values
 Ruggedness that refers to toughness, roughness, athletic and outdoor bound.
 Competence that refers to success, accomplishment and influence highlighted by the
leadership.
 Sophistication that refers to elegance and prestige
In regard to brand personality, Paper Boat tried to create one by touching on the nostalgia of
the childhood memories. The brand tried to create its personality through communication of the
brand idea by offering natural and unadulterated drinks from past in a modern format (Wijaya
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2013). Besides, the brand name Paper Boat has touch of nostalgia and memories attached to the
paper made boats launched into the puddles of backyard. This use to be an act performed on
rainy days by most individuals at some point of their childhood. The simple and healthy drinks
offered by Paper Boat along with its apt tag line ‘Drinks and Memories’ renewed such memories,
thereby contributing to its brand personality.
The brand also tried making the drinks remarkable through creating an experience and hence
the brand decided on going mostly with the standee pouches that had the feel and look similar to
the paper (Lund, Cohen and Scarles 2018). As a part of the brand personality, Paper Boat also
tried building visual languages for communicating purity and simplicity of the products. The
brand is all about leaving the consumers with a feeling of nostalgia (Elving et al. 2013). The
brand was placed silently across the retail outlets of the major cities without any promotions or
advertisements. The brand personality created helped in selling the packs instantly, thereby
forcing the clients to revise their capacity plans (Lee and Kang2013).
The brand personality of Paper Boat acts as the key component in contributing to its brand
equity through creating an influence on the consumer perception, thereby helping in creating
meaningful relationships between the consumer and the brand (Aaker and Biel 2013).
Company’s Promotional Strategies:
It has been found that presently consumers have been increasingly bombarded with the
promotional efforts from various channels (Godey et al. 2016). In most of the cases marketers are
found to communicate with the audience in order to educate, inform and persuade them towards
buying the product or the service (Buil, De Chernatony and Martínez2013). It is therefore vital
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for the brand to think differently and grab the attention of the audience until they become
completely aware of the brand’s existence. It is therefore necessary to look into the mission
statement and decide the promotional strategies so that the product not only gets sold but also
survives for making an impression. In doing so, it is vital to not copy the competitors and
consider Word of Mouth as one of most effective promotional strategies. It is also vital to note
that consumers prefer quality and once this is provided at a decent price they keep returning.
As far as the promotional strategies are concerned, Paper Boat tried to reach the
customers through distinct advertising campaign known as circa. It also introduced unique
packaging and techniques for marketing to attract the customers. The brand robed in a Brand
consultancy known as Elephant Design to provide an aid to brand naming and strategic design
(elephantdesign.com2019). Most of the promotion of the brand depends on the emotional appeal
to the consumer through evoking childhood memories mostly associated with the traditional
beverages. Through its tagline ‘Drinks and Memories’, the brand strongly developed a
connection with consumers with a huge fan following. Since the conception, Paper Boat has
remained active on the social media and effortlessly developed connection with consumers. The
brand also tried to develop connection with women by mentioning the functional benefits and the
ingredients as part of the packaging. As a part of the promotional strategy, the brand has also
partnered with various agencies for producing remarkable and catchy ads (Westberg and Pope
2014).However, in the initial stages the brand tried personal selling by selling in the five star
hotels and the airlines.
The brand is known for developing its unique style and implementation of strategies
while marketing its product (Slater, Mohrand Sengupta2014). The brand has been known for
developing incredible advertisements ranging from earthiness of summers spent with kids to the
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more recent ‘Hope Float’ campaign that remained drenched in the reminiscence of childhood
memories.
It is thus an established fact that the brand loves a throwback into past memories for
selling the products. Therefore, it can be said that Paper Boat has a touch of uniqueness in its
promotional strategies that makes it stand out irrespective of not using any experiential initiatives
and technological advancements.
Thus, the goal of Paper Boat for the promotional strategy has been to get its brand
noticed and develop its brand equity so that people remain keen on buying the products or
services (Aakerand Biel2013). In other words, the promotional strategies adopted by the brand
are long term plans based on understanding of its position in marketplace along with the
customer reach. Like many companies, Paper Boat has also tried a combination of online and
offline media while designing the promotional strategies. It is to be noted that the offline
solutions represent tangible concepts involving customer interaction while the digital campaigns
help in improving chances of interaction with a much larger localized audience (Koch and
Benlian 2015).
Recommendations for Improving Brand Equity to Ensure Profitable Growth:
It has been found that stronger brands have higher equity since they are considered
valuable assets that put across competitive advantage. Brands having higher equity enjoy higher
level of customer loyalty and brand awareness since in this case when the consumer demand is
higher the manufacturer have increased level of negotiation power with the retailers. Higher
brand equity also allows the manufacturers in launching newer product lines. Brand equity also
ensures providing a price protection since the loyal customers are ready to pay more for the
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brands admired. Paper Boat takes into account all the three components for building stronger
brand equity. These include brand awareness, brand compliance and brand loyalty (Godey et al.
2016).
Brand awareness of Paper Boat refers to the concept of making people more aware
about the brand thereby making them inclined towards the potential customers. Although it has
been quite a task for a start up like Paper Boat, but the brand has resorted to reminiscence of past
memories in creating awareness (Sasmita and Mohd Suki 2015). Paper Boat has also created a
brand compliance which refers to the maintenance and the implementation of the unique
identity of the brand within the marketplace. The brand has however maintained this through
adoption of a universal messaging and design. Besides, the place of operation of the brand plays
a key role in creating awareness which implies positive involvement of customers with the brand
thereby resulting in the creation of brand equity.
Nevertheless, Paper Boat needs to adopt the following recommendations for further
improving the brand equity and directing it towards a profitable growth:
Increase in Visibility: Paper Boat has a very limited penetration that directly impacts the
sales of Paper Boat. The brand must ensure that the brand remains available in most of the retail
outlets with maximum number of footfalls. To enhance the brand equity, the brand should also
be kept in areas near the billing counter so that the people are instigated to buy them for getting
rid of weariness (Royo-Vela and Hünermun 2016). The brand must run offers and discounts for
the initial few weeks of its existence for drawing in increasing number of potential customers.
In the pubs and the bars, it has been found that there are 30 to 40 percent of the people
who do not like hard drinks. These people instead look for drinks that add to the taste. This
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indicates one such area that remains untapped by various beverage players and hence there
remains a major demand in these particular channels. However, it can be said that this is due to
the affordability and price of the drink compared to the other drinks within same category. The
company should make an effort in tying up with the schools where the majority of drinkers are
the children. They might be one of the potential buyers. Hence it is vital to take advantage of
every opportunity at the early stages.
Therefore, in order to enhance the visibility of the Paper Boat, the brand should provide
incentives to the shop owners for keeping the stock and keeping it at the position where the
display of product remains proper. The brand should implement retail schemes like providing
free samples, putting forward display and target schemes.
Enhance Seasonal Varieties: The drinks put across by the Paper Boathave most of the
consumption during the summers. This is because most of the variants like Aamras, Aam Panna,
Kokum, Imli and Jamun Kala Khatta, which represent summer coolers. Hence, Paper Boat
should include some winter drinks. This would not only help in enhancing the winter sales but
also enhance the brand visibility and thus remain connected throughout the year.
Modified Promotional Strategy: The promotional strategy could comprise of
advertisements that relates to the tastier and healthier drinking option of Paper Boat. The
advertisements should be inclined more towards the healthier aspects of the drink. Besides, the
tagline should also be modified to attract more number of customers (Yanand Yazdanifard2014).
Initiation of Gift Packs: For maintaining the exclusivity or the brand equity, Paper Boat
should give out certain gift options. This is because nowadays most of the people prefer giving
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gifts whenever they visit relatives or friends. This would result in the circulation of all of the
flavors, thereby urging people for trying out the newer ones.
Enlisting Skilled Communicator for Preserving Reputation: In internet based
economy, the reputation of the brand is destroyed or built in minutes. There are various factors
that influence the reputation of the firm. A questionable conduct of a brand can not only damage
the reputation and destroy the consumer trust. Reputation might also be damaged through
lodging of unfair complaints by clients on social media (Bachmann and Ingenhoff 2017).
Enlisting skilled communicator helps in preserving the reputation of the brand through quicker
professional response to consumers thereby preventing negative publicity (Rialti et al. 2016).
Paper Boat should take a note of this arena which would help in preventing the reputation of the
brand.
Engage in Product Collaboration and Teamwork Strategies: It is to be noted that
collaboration acts as the driving force that brings the people together from the specialties and the
diverse fields in solving problems related to the branding (Weinberg et al. 2014). The brand
Paper Boat, in order to enhance brand equity should adopt the collaboration tools that allows the
people in coming together effectively and quickly in the real time for the creation of the
marketing collateral, resolving technical questions, developing products, resolving legal matters
and conducting financial analysis(Dietz et al. 2014).
Conclusion:
On a concluding note, it can be said that Paper Boat is a brand of traditional Indian juices
with an emotional connect with the consumers. The brand believes in new age marketing through
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storytelling in addition to creation of brand identity, brand personality and effective promotional
strategies. It has been found that the promotional strategies of the brand spring from the brand’s
philosophy and essence. The report shows how the brand has tried to create a unique packaging
for appealing to customers. The report also shows how the brand needs to adopt additional steps
as recommended for not only enhancing its brand equity but also push the brand towards
profitable growth.
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