3MANAGEMENT
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
3

Assignment On Brand Management And Strategy

Contribute Materials

Related Documents

+13062052269

info@desklib.com