New Strategy and Advertisement for Paper Boat in the Indian Market (Delft, Netherlands)
New Strategy and Advertisement for Paper Boat in the Indian Market (Delft, Netherlands)
New Strategy and Advertisement for Paper Boat in the Indian Market (Delft, Netherlands)
Analysis and Brand Creation
Analysis and Brand Creation
Analysis and Brand Creation
#Brand Design #Commercialization
#Brand Design #Commercialization
#Brand Design #Commercialization
Introduction
Paper Boat is a relatively new brand launched in 2013 that specializes in traditional Indian beverages made from natural ingredients. The company's marketing message emphasizes nostalgia, authenticity, and a return to traditional Indian flavors.
Insights Analysis
1.1 Indian Food Trends 2023
Regarding food and drinks, we found that there is an increasing interest in the use of ancient Indian ingredients. In general the Indian people desire healthy, natural products.
1.2 New generation
The characteristics of the new Generation Z are open-mindedness, adventurousness, preferred independence, and openness to change. They have a desire to be free, and independent and regulate their own life. They prefer healthy natural products. This generation has grown up in the digital world and is very interconnected.
1.3 Indians have a background in using cannabis
Indians have been using Cannabis for as long as 2000 BC. They believe the plant provided both health and religious benefits. Although cannabis is illegal in India, bhang does not fall within the definition of cannabis (hemp) as defined under Section 2(iii) of N.D.P.S. Act.
Graphic 1: Share of cannabis users in India 2017-2018 by demographic (Published by Sanyukta Kanwal, Oct 16, 2020)
1.4 The use of Bhang
Bhang is an edible preparation made from the leaves of the cannabis plant especially made and consumed during the “Holi” festival. The market supply of bhang is much smaller than the demand of people. In Delhi’s National Capital Region, with about 35 million people, there’s only one shop. Bhang has gradually become a new trend among young people.
1.5 Transition of Holi to carnival
Over time, “Holi” has also become a popular secular celebration in India and other parts of the world. Additionally, the rise of mass media and commercialization has also played a role in the transition of Holi to a carnival.
1.6 Demographics
Holi is generally more popular and widely celebrated in North India than in South India.
In 1971, the four south Indian states comprised 25% (135 million) of India’s population. By 2011, this figure was down to 21% (251 million).
Brand strategy
2.1 Current brand strategy
Paper Boat used a ‘Blue Ocean Strategy’ to create a niche market of branded traditional Indian drinks. Blue Ocean Strategy is the simultaneous pursuit of differentiation and low cost to open up a new market space and create new demand. The company was born out of a desire to create a brand that would evoke memories of childhood and a sense of nostalgia, and much of their success was a result of their marketing strategy. Paper Boat did not focus only on selling their products, they also made a concrete effort to build a connection with people by drawing on shared experiences from their childhood.
Paper Boat’s slogan is ‘Authentic and Alive’ and their main driver is nostalgia.
2.2 Current competition grid
2.3 New brand strategy
The new brand strategy ‘Free Roots’ is based on the paradox between nostalgia and discovering new traditions. Paper Boat challenges the target audience to discover, try, and adopt new traditions while staying close to their own roots and identity. At the same time, Paper Boat stays close to their value of authenticity and will bring back an ancient tradition that is an important part of ancient Indian culture and history: the consumption of Bhang.
Combining their authentic ethical drinks with bhang can be regarded as a bold move and a new ‘Blue Ocean Strategy’, where Paper Boat differentiates to a new market by creating new demand.
2.4 New competition grid
2.5 Personas
2.6 Brand DNA
2.7 Brand elements
Chapter 3: Advertisement
Resources
X. Balhara, Y. P. S., Ambekar, A., Modak, T., & Vikram, V. (2020). From “Bhang Shops” to “Cannabis in Coffee Shops”: Time to Debate the Option? Indian Journal of Psychological Medicine, 44(3), 285–289. https://doi.org/10.1177/0253717620957501
Y. UNODC - Bulletin on Narcotics - 1957 Issue 1 - 002. (1957, January 1). United Nations : Office on Drugs and Crime. https://www.unodc.org/unodc/en/data-and-analysis/bulletin/bulletin_1957-01-01_1_page003. html
Z. Thapa, S. (2023, March 7). Bhaang-wali Holi: When “getting high” is acceptable in India. Dailyo.https://www.dailyo.in/lifestyle/bhaang-wali-holi-when-getting-high-is-acceptable-in-india-3912 4
The Indian Express,JOURNALISM OF COURAGEhttps://indianexpress.com/article/lifestyle/life-style/holi-2023-history-importance-significance- of-holi-festival-8469678/
Legallyindia, The WSJ India Real Timehttps://www.legallyindia.com/home/how-exactly-is-weed-legal-in-india-happy-holi-via-wsjindi a-20150306-5680
Wikipediahttps://en.wikipedia.org/wiki/Holi
Religion unpluggedhttps://religionunplugged.com/news/2019/3/21/cannabis-edibles-a-staple-at-indias-annual-hi ndu-festival-holi
Ghosh, Sankhayan (17 April 2016). "Smoking the peace pipe". The Hindu. Retrieved 7 June 2018.Share of cannabis users across India between December 2017 and October 2018, by demographichttps://www.statista.com/statistics/1048845/india-cannabis-current-use-share-by-demographi c/
Nai 500https://nai500.com/zh-hans/blog/2021/04/%E6%9C%80%E7%83%AD%E9%94%80-%E5% 24A4%A7%E9%BA%BB%E9%A5%AE%E6%96%99-%E6%B6%88%E8%B4%B9%E6%96%B 0%E8%B6%8B%E5%8A%BF/
Millennials Are Changing the Face Of Adulthood, RACHEL BURRIS, 14 - MINUTE READ, PUBLISHED: NOV 24, 2022, https://www.rocketmoney.com/learn/personal-finance/millennials-are-changing-the-face-of-a dulthood
https://indianexpress.com/article/lifestyle/life-style/holi-2023-history-importance-significanceof-
holi-festival-8469678/
https://www.cozymeal.com/magazine/top-food-trends
https://w3s.nl/updates/de-10-kenmerken-van-generatie-z/
Millennials Are Changing the Face Of Adulthood, RACHEL BURRIS, 14 - MINUTE READ,
PUBLISHED: NOV 24, 2022,
https://www.rocketmoney.com/learn/personal-finance/millennials-are-changing-the-face-of-a
dulthood
A UPI-like platform for e-commerce aims to break Amazon, Flipkart’s hold in India,
https://economictimes.indiatimes.com/small-biz/sme-sector/a-upi-like-platform-for-e-commer
ce-aims-to-break-amazon-flipkarts-hold-in-india/articleshow/90344916.cms
https://journals.sagepub.com/doi/10.1177/0253717620957501
https://www.unodc.org/unodc/en/data-and-analysis/bulletin/bulletin_1957-01-01_1_page003.
html
https://www.statista.com/statistics/1048845/india-cannabis-current-use-share-by-demographi
c legallyindia, The WSJ India Real Time,
https://www.legallyindia.com/home/how-exactly-is-weed-legal-in-india-happy-holi-via-wsjindi
a-20150306-5680
https://religionunplugged.com/news/2019/3/21/cannabis-edibles-a-staple-at-indias-annual-hi
ndu-festival-holi
https://www.thehindu.com/features/cinema/Smoking-the-peace-pipe/article60585252.ece
The North-South Fertility And Finance Battle: Will South India Lose
Out?https://www.indiaspend.com/the-north-south-fertility-and-finance-battle-will-south-india-lose-ou
t-65488/#:~:text=In%201971%2C%20the%20four%20south,(445%20million)%20in%202011
https://unstop.com/blog/paper-boat-mba-case-study
https://www.blueoceanstrategy.com/what-is-blue-ocean-strategy/
Sustaining an Ethnic Soft Drink - Paper Boat Brand Positioning and Consumer Behavior By
S. Ramesh Kumar, Mithun Sivagurunathan.pdf
https://blog.ediify.com/paperboat-marketing-strategy-marketing-mix-4ps/
Paper Boat sails ahead on Indian drinks | Mint
livemint.com
https://www.dailyo.in/lifestyle/bhaang-wali-holi-when-getting-high-is-acceptable-in-india-3912
4
https://www.blueoceanstrategy.com/what-is-blue-ocean-strategy/
https://w3s.nl/updates/de-10-kenmerken-van-generatie-z/
Resources X. Balhara, Y. P. S., Ambekar, A., Modak, T., & Vikram, V. (2020). From “Bhang Shops” to “Cannabis in Coffee Shops”: Time to Debate the Option? Indian Journal of Psychological Medicine, 44(3), 285–289. https://doi.org/10.1177/0253717620957501 Y. UNODC - Bulletin on Narcotics - 1957 Issue 1 - 002. (1957, January 1). United Nations : Office on Drugs and Crime. https://www.unodc.org/unodc/en/data-and-analysis/bulletin/bulletin_1957-01-01_1_page003. html Z. Thapa, S. (2023, March 7). Bhaang-wali Holi: When “getting high” is acceptable in India. Dailyo. https://www.dailyo.in/lifestyle/bhaang-wali-holi-when-getting-high-is-acceptable-in-india-3912 4 The Indian Express,JOURNALISM OF COURAGE https://indianexpress.com/article/lifestyle/life-style/holi-2023-history-importance-significance- of-holi-festival-8469678/ Legallyindia, The WSJ India Real Time https://www.legallyindia.com/home/how-exactly-is-weed-legal-in-india-happy-holi-via-wsjindi a-20150306-5680 Wikipedia https://en.wikipedia.org/wiki/Holi Religion unplugged https://religionunplugged.com/news/2019/3/21/cannabis-edibles-a-staple-at-indias-annual-hi ndu-festival-holi Ghosh, Sankhayan (17 April 2016). "Smoking the peace pipe". The Hindu. Retrieved 7 June 2018. Share of cannabis users across India between December 2017 and October 2018, by demographic https://www.statista.com/statistics/1048845/india-cannabis-current-use-share-by-demographi c/ Nai 500 https://nai500.com/zh-hans/blog/2021/04/%E6%9C%80%E7%83%AD%E9%94%80-%E5% 24 A4%A7%E9%BA%BB%E9%A5%AE%E6%96%99-%E6%B6%88%E8%B4%B9%E6%96%B 0%E8%B6%8B%E5%8A%BF/ Millennials Are Changing the Face Of Adulthood, RACHEL BURRIS, 14 - MINUTE READ, PUBLISHED: NOV 24, 2022, https://www.rocketmoney.com/learn/personal-finance/millennials-are-changing-the-face-of-a dulthood https://indianexpress.com/article/lifestyle/life-style/holi-2023-history-importance-significance- of-holi-festival-8469678/ https://www.cozymeal.com/magazine/top-food-trends https://w3s.nl/updates/de-10-kenmerken-van-generatie-z/ Millennials Are Changing the Face Of Adulthood, RACHEL BURRIS, 14 - MINUTE READ, PUBLISHED: NOV 24, 2022, https://www.rocketmoney.com/learn/personal-finance/millennials-are-changing-the-face-of-a dulthood A UPI-like platform for e-commerce aims to break Amazon, Flipkart’s hold in India, https://economictimes.indiatimes.com/small-biz/sme-sector/a-upi-like-platform-for-e-commer ce-aims-to-break-amazon-flipkarts-hold-in-india/articleshow/90344916.cms https://journals.sagepub.com/doi/10.1177/0253717620957501 https://www.unodc.org/unodc/en/data-and-analysis/bulletin/bulletin_1957-01-01_1_page003. html https://www.statista.com/statistics/1048845/india-cannabis-current-use-share-by-demographi c legallyindia, The WSJ India Real Time, https://www.legallyindia.com/home/how-exactly-is-weed-legal-in-india-happy-holi-via-wsjindi a-20150306-5680 https://religionunplugged.com/news/2019/3/21/cannabis-edibles-a-staple-at-indias-annual-hi ndu-festival-holi https://www.thehindu.com/features/cinema/Smoking-the-peace-pipe/article60585252.ece The North-South Fertility And Finance Battle: Will South India Lose Out?https://www.indiaspend.com/the-north-south-fertility-and-finance-battle-will-south-india-lose-ou t-65488/#:~:text=In%201971%2C%20the%20four%20south,(445%20million)%20in%202011 25 https://unstop.com/blog/paper-boat-mba-case-study https://www.blueoceanstrategy.com/what-is-blue-ocean-strategy/ Sustaining an Ethnic Soft Drink - Paper Boat Brand Positioning and Consumer Behavior By S. Ramesh Kumar, Mithun Sivagurunathan.pdf https://blog.ediify.com/paperboat-marketing-strategy-marketing-mix-4ps/ Paper Boat sails ahead on Indian drinks | Mint livemint.com https://www.dailyo.in/lifestyle/bhaang-wali-holi-when-getting-high-is-acceptable-in-india-3912 4 https://www.blueoceanstrategy.com/what-is-blue-ocean-strategy/ https://w3s.nl/updates/de-10-kenmerken-van-generatie-z/
Introduction
Paper Boat is a relatively new brand launched in 2013 that specializes in traditional Indian beverages made from natural ingredients. The company's marketing message emphasizes nostalgia, authenticity, and a return to traditional Indian flavors.
Insights Analysis
1.1 Indian Food Trends 2023
Regarding food and drinks, we found that there is an increasing interest in the use of ancient Indian ingredients. In general the Indian people desire healthy, natural products.
1.2 New generation
The characteristics of the new Generation Z are open-mindedness, adventurousness, preferred independence, and openness to change. They have a desire to be free, and independent and regulate their own life. They prefer healthy natural products. This generation has grown up in the digital world and is very interconnected.
1.3 Indians have a background in using cannabis
Indians have been using Cannabis for as long as 2000 BC. They believe the plant provided both health and religious benefits. Although cannabis is illegal in India, bhang does not fall within the definition of cannabis (hemp) as defined under Section 2(iii) of N.D.P.S. Act.
Graphic 1: Share of cannabis users in India 2017-2018 by demographic (Published by Sanyukta Kanwal, Oct 16, 2020)
1.4 The use of Bhang
Bhang is an edible preparation made from the leaves of the cannabis plant especially made and consumed during the “Holi” festival. The market supply of bhang is much smaller than the demand of people. In Delhi’s National Capital Region, with about 35 million people, there’s only one shop. Bhang has gradually become a new trend among young people.
1.5 Transition of Holi to carnival
Over time, “Holi” has also become a popular secular celebration in India and other parts of the world. Additionally, the rise of mass media and commercialization has also played a role in the transition of Holi to a carnival.
1.6 Demographics
Holi is generally more popular and widely celebrated in North India than in South India.
In 1971, the four south Indian states comprised 25% (135 million) of India’s population. By 2011, this figure was down to 21% (251 million).
Brand strategy
2.1 Current brand strategy
Paper Boat used a ‘Blue Ocean Strategy’ to create a niche market of branded traditional Indian drinks. Blue Ocean Strategy is the simultaneous pursuit of differentiation and low cost to open up a new market space and create new demand. The company was born out of a desire to create a brand that would evoke memories of childhood and a sense of nostalgia, and much of their success was a result of their marketing strategy. Paper Boat did not focus only on selling their products, they also made a concrete effort to build a connection with people by drawing on shared experiences from their childhood.
Paper Boat’s slogan is ‘Authentic and Alive’ and their main driver is nostalgia.
2.2 Current competition grid
2.3 New brand strategy
The new brand strategy ‘Free Roots’ is based on the paradox between nostalgia and discovering new traditions. Paper Boat challenges the target audience to discover, try, and adopt new traditions while staying close to their own roots and identity. At the same time, Paper Boat stays close to their value of authenticity and will bring back an ancient tradition that is an important part of ancient Indian culture and history: the consumption of Bhang.
Combining their authentic ethical drinks with bhang can be regarded as a bold move and a new ‘Blue Ocean Strategy’, where Paper Boat differentiates to a new market by creating new demand.
2.4 New competition grid
2.5 Personas
2.6 Brand DNA
2.7 Brand elements
Chapter 3: Advertisement
Resources
X. Balhara, Y. P. S., Ambekar, A., Modak, T., & Vikram, V. (2020). From “Bhang Shops” to “Cannabis in Coffee Shops”: Time to Debate the Option? Indian Journal of Psychological Medicine, 44(3), 285–289. https://doi.org/10.1177/0253717620957501
Y. UNODC - Bulletin on Narcotics - 1957 Issue 1 - 002. (1957, January 1). United Nations : Office on Drugs and Crime. https://www.unodc.org/unodc/en/data-and-analysis/bulletin/bulletin_1957-01-01_1_page003. html
Z. Thapa, S. (2023, March 7). Bhaang-wali Holi: When “getting high” is acceptable in India. Dailyo.https://www.dailyo.in/lifestyle/bhaang-wali-holi-when-getting-high-is-acceptable-in-india-3912 4
The Indian Express,JOURNALISM OF COURAGEhttps://indianexpress.com/article/lifestyle/life-style/holi-2023-history-importance-significance- of-holi-festival-8469678/
Legallyindia, The WSJ India Real Timehttps://www.legallyindia.com/home/how-exactly-is-weed-legal-in-india-happy-holi-via-wsjindi a-20150306-5680
Wikipediahttps://en.wikipedia.org/wiki/Holi
Religion unpluggedhttps://religionunplugged.com/news/2019/3/21/cannabis-edibles-a-staple-at-indias-annual-hi ndu-festival-holi
Ghosh, Sankhayan (17 April 2016). "Smoking the peace pipe". The Hindu. Retrieved 7 June 2018.Share of cannabis users across India between December 2017 and October 2018, by demographichttps://www.statista.com/statistics/1048845/india-cannabis-current-use-share-by-demographi c/
Nai 500https://nai500.com/zh-hans/blog/2021/04/%E6%9C%80%E7%83%AD%E9%94%80-%E5% 24A4%A7%E9%BA%BB%E9%A5%AE%E6%96%99-%E6%B6%88%E8%B4%B9%E6%96%B 0%E8%B6%8B%E5%8A%BF/
Millennials Are Changing the Face Of Adulthood, RACHEL BURRIS, 14 - MINUTE READ, PUBLISHED: NOV 24, 2022, https://www.rocketmoney.com/learn/personal-finance/millennials-are-changing-the-face-of-a dulthood
https://indianexpress.com/article/lifestyle/life-style/holi-2023-history-importance-significanceof-
holi-festival-8469678/
https://www.cozymeal.com/magazine/top-food-trends
https://w3s.nl/updates/de-10-kenmerken-van-generatie-z/
Millennials Are Changing the Face Of Adulthood, RACHEL BURRIS, 14 - MINUTE READ,
PUBLISHED: NOV 24, 2022,
https://www.rocketmoney.com/learn/personal-finance/millennials-are-changing-the-face-of-a
dulthood
A UPI-like platform for e-commerce aims to break Amazon, Flipkart’s hold in India,
https://economictimes.indiatimes.com/small-biz/sme-sector/a-upi-like-platform-for-e-commer
ce-aims-to-break-amazon-flipkarts-hold-in-india/articleshow/90344916.cms
https://journals.sagepub.com/doi/10.1177/0253717620957501
https://www.unodc.org/unodc/en/data-and-analysis/bulletin/bulletin_1957-01-01_1_page003.
html
https://www.statista.com/statistics/1048845/india-cannabis-current-use-share-by-demographi
c legallyindia, The WSJ India Real Time,
https://www.legallyindia.com/home/how-exactly-is-weed-legal-in-india-happy-holi-via-wsjindi
a-20150306-5680
https://religionunplugged.com/news/2019/3/21/cannabis-edibles-a-staple-at-indias-annual-hi
ndu-festival-holi
https://www.thehindu.com/features/cinema/Smoking-the-peace-pipe/article60585252.ece
The North-South Fertility And Finance Battle: Will South India Lose
Out?https://www.indiaspend.com/the-north-south-fertility-and-finance-battle-will-south-india-lose-ou
t-65488/#:~:text=In%201971%2C%20the%20four%20south,(445%20million)%20in%202011
https://unstop.com/blog/paper-boat-mba-case-study
https://www.blueoceanstrategy.com/what-is-blue-ocean-strategy/
Sustaining an Ethnic Soft Drink - Paper Boat Brand Positioning and Consumer Behavior By
S. Ramesh Kumar, Mithun Sivagurunathan.pdf
https://blog.ediify.com/paperboat-marketing-strategy-marketing-mix-4ps/
Paper Boat sails ahead on Indian drinks | Mint
livemint.com
https://www.dailyo.in/lifestyle/bhaang-wali-holi-when-getting-high-is-acceptable-in-india-3912
4
https://www.blueoceanstrategy.com/what-is-blue-ocean-strategy/
https://w3s.nl/updates/de-10-kenmerken-van-generatie-z/
Resources X. Balhara, Y. P. S., Ambekar, A., Modak, T., & Vikram, V. (2020). From “Bhang Shops” to “Cannabis in Coffee Shops”: Time to Debate the Option? Indian Journal of Psychological Medicine, 44(3), 285–289. https://doi.org/10.1177/0253717620957501 Y. UNODC - Bulletin on Narcotics - 1957 Issue 1 - 002. (1957, January 1). United Nations : Office on Drugs and Crime. https://www.unodc.org/unodc/en/data-and-analysis/bulletin/bulletin_1957-01-01_1_page003. html Z. Thapa, S. (2023, March 7). Bhaang-wali Holi: When “getting high” is acceptable in India. Dailyo. https://www.dailyo.in/lifestyle/bhaang-wali-holi-when-getting-high-is-acceptable-in-india-3912 4 The Indian Express,JOURNALISM OF COURAGE https://indianexpress.com/article/lifestyle/life-style/holi-2023-history-importance-significance- of-holi-festival-8469678/ Legallyindia, The WSJ India Real Time https://www.legallyindia.com/home/how-exactly-is-weed-legal-in-india-happy-holi-via-wsjindi a-20150306-5680 Wikipedia https://en.wikipedia.org/wiki/Holi Religion unplugged https://religionunplugged.com/news/2019/3/21/cannabis-edibles-a-staple-at-indias-annual-hi ndu-festival-holi Ghosh, Sankhayan (17 April 2016). "Smoking the peace pipe". The Hindu. Retrieved 7 June 2018. Share of cannabis users across India between December 2017 and October 2018, by demographic https://www.statista.com/statistics/1048845/india-cannabis-current-use-share-by-demographi c/ Nai 500 https://nai500.com/zh-hans/blog/2021/04/%E6%9C%80%E7%83%AD%E9%94%80-%E5% 24 A4%A7%E9%BA%BB%E9%A5%AE%E6%96%99-%E6%B6%88%E8%B4%B9%E6%96%B 0%E8%B6%8B%E5%8A%BF/ Millennials Are Changing the Face Of Adulthood, RACHEL BURRIS, 14 - MINUTE READ, PUBLISHED: NOV 24, 2022, https://www.rocketmoney.com/learn/personal-finance/millennials-are-changing-the-face-of-a dulthood https://indianexpress.com/article/lifestyle/life-style/holi-2023-history-importance-significance- of-holi-festival-8469678/ https://www.cozymeal.com/magazine/top-food-trends https://w3s.nl/updates/de-10-kenmerken-van-generatie-z/ Millennials Are Changing the Face Of Adulthood, RACHEL BURRIS, 14 - MINUTE READ, PUBLISHED: NOV 24, 2022, https://www.rocketmoney.com/learn/personal-finance/millennials-are-changing-the-face-of-a dulthood A UPI-like platform for e-commerce aims to break Amazon, Flipkart’s hold in India, https://economictimes.indiatimes.com/small-biz/sme-sector/a-upi-like-platform-for-e-commer ce-aims-to-break-amazon-flipkarts-hold-in-india/articleshow/90344916.cms https://journals.sagepub.com/doi/10.1177/0253717620957501 https://www.unodc.org/unodc/en/data-and-analysis/bulletin/bulletin_1957-01-01_1_page003. html https://www.statista.com/statistics/1048845/india-cannabis-current-use-share-by-demographi c legallyindia, The WSJ India Real Time, https://www.legallyindia.com/home/how-exactly-is-weed-legal-in-india-happy-holi-via-wsjindi a-20150306-5680 https://religionunplugged.com/news/2019/3/21/cannabis-edibles-a-staple-at-indias-annual-hi ndu-festival-holi https://www.thehindu.com/features/cinema/Smoking-the-peace-pipe/article60585252.ece The North-South Fertility And Finance Battle: Will South India Lose Out?https://www.indiaspend.com/the-north-south-fertility-and-finance-battle-will-south-india-lose-ou t-65488/#:~:text=In%201971%2C%20the%20four%20south,(445%20million)%20in%202011 25 https://unstop.com/blog/paper-boat-mba-case-study https://www.blueoceanstrategy.com/what-is-blue-ocean-strategy/ Sustaining an Ethnic Soft Drink - Paper Boat Brand Positioning and Consumer Behavior By S. Ramesh Kumar, Mithun Sivagurunathan.pdf https://blog.ediify.com/paperboat-marketing-strategy-marketing-mix-4ps/ Paper Boat sails ahead on Indian drinks | Mint livemint.com https://www.dailyo.in/lifestyle/bhaang-wali-holi-when-getting-high-is-acceptable-in-india-3912 4 https://www.blueoceanstrategy.com/what-is-blue-ocean-strategy/ https://w3s.nl/updates/de-10-kenmerken-van-generatie-z/
Introduction
Paper Boat is a relatively new brand launched in 2013 that specializes in traditional Indian beverages made from natural ingredients. The company's marketing message emphasizes nostalgia, authenticity, and a return to traditional Indian flavors.
Insights Analysis
1.1 Indian Food Trends 2023
Regarding food and drinks, we found that there is an increasing interest in the use of ancient Indian ingredients. In general the Indian people desire healthy, natural products.
1.2 New generation
The characteristics of the new Generation Z are open-mindedness, adventurousness, preferred independence, and openness to change. They have a desire to be free, and independent and regulate their own life. They prefer healthy natural products. This generation has grown up in the digital world and is very interconnected.
1.3 Indians have a background in using cannabis
Indians have been using Cannabis for as long as 2000 BC. They believe the plant provided both health and religious benefits. Although cannabis is illegal in India, bhang does not fall within the definition of cannabis (hemp) as defined under Section 2(iii) of N.D.P.S. Act.
Graphic 1: Share of cannabis users in India 2017-2018 by demographic (Published by Sanyukta Kanwal, Oct 16, 2020)
1.4 The use of Bhang
Bhang is an edible preparation made from the leaves of the cannabis plant especially made and consumed during the “Holi” festival. The market supply of bhang is much smaller than the demand of people. In Delhi’s National Capital Region, with about 35 million people, there’s only one shop. Bhang has gradually become a new trend among young people.
1.5 Transition of Holi to carnival
Over time, “Holi” has also become a popular secular celebration in India and other parts of the world. Additionally, the rise of mass media and commercialization has also played a role in the transition of Holi to a carnival.
1.6 Demographics
Holi is generally more popular and widely celebrated in North India than in South India.
In 1971, the four south Indian states comprised 25% (135 million) of India’s population. By 2011, this figure was down to 21% (251 million).
Brand strategy
2.1 Current brand strategy
Paper Boat used a ‘Blue Ocean Strategy’ to create a niche market of branded traditional Indian drinks. Blue Ocean Strategy is the simultaneous pursuit of differentiation and low cost to open up a new market space and create new demand. The company was born out of a desire to create a brand that would evoke memories of childhood and a sense of nostalgia, and much of their success was a result of their marketing strategy. Paper Boat did not focus only on selling their products, they also made a concrete effort to build a connection with people by drawing on shared experiences from their childhood.
Paper Boat’s slogan is ‘Authentic and Alive’ and their main driver is nostalgia.
2.2 Current competition grid
2.3 New brand strategy
The new brand strategy ‘Free Roots’ is based on the paradox between nostalgia and discovering new traditions. Paper Boat challenges the target audience to discover, try, and adopt new traditions while staying close to their own roots and identity. At the same time, Paper Boat stays close to their value of authenticity and will bring back an ancient tradition that is an important part of ancient Indian culture and history: the consumption of Bhang.
Combining their authentic ethical drinks with bhang can be regarded as a bold move and a new ‘Blue Ocean Strategy’, where Paper Boat differentiates to a new market by creating new demand.
2.4 New competition grid
2.5 Personas
2.6 Brand DNA
2.7 Brand elements
Chapter 3: Advertisement
Resources
X. Balhara, Y. P. S., Ambekar, A., Modak, T., & Vikram, V. (2020). From “Bhang Shops” to “Cannabis in Coffee Shops”: Time to Debate the Option? Indian Journal of Psychological Medicine, 44(3), 285–289. https://doi.org/10.1177/0253717620957501
Y. UNODC - Bulletin on Narcotics - 1957 Issue 1 - 002. (1957, January 1). United Nations : Office on Drugs and Crime. https://www.unodc.org/unodc/en/data-and-analysis/bulletin/bulletin_1957-01-01_1_page003. html
Z. Thapa, S. (2023, March 7). Bhaang-wali Holi: When “getting high” is acceptable in India. Dailyo.https://www.dailyo.in/lifestyle/bhaang-wali-holi-when-getting-high-is-acceptable-in-india-3912 4
The Indian Express,JOURNALISM OF COURAGEhttps://indianexpress.com/article/lifestyle/life-style/holi-2023-history-importance-significance- of-holi-festival-8469678/
Legallyindia, The WSJ India Real Timehttps://www.legallyindia.com/home/how-exactly-is-weed-legal-in-india-happy-holi-via-wsjindi a-20150306-5680
Wikipediahttps://en.wikipedia.org/wiki/Holi
Religion unpluggedhttps://religionunplugged.com/news/2019/3/21/cannabis-edibles-a-staple-at-indias-annual-hi ndu-festival-holi
Ghosh, Sankhayan (17 April 2016). "Smoking the peace pipe". The Hindu. Retrieved 7 June 2018.Share of cannabis users across India between December 2017 and October 2018, by demographichttps://www.statista.com/statistics/1048845/india-cannabis-current-use-share-by-demographi c/
Nai 500https://nai500.com/zh-hans/blog/2021/04/%E6%9C%80%E7%83%AD%E9%94%80-%E5% 24A4%A7%E9%BA%BB%E9%A5%AE%E6%96%99-%E6%B6%88%E8%B4%B9%E6%96%B 0%E8%B6%8B%E5%8A%BF/
Millennials Are Changing the Face Of Adulthood, RACHEL BURRIS, 14 - MINUTE READ, PUBLISHED: NOV 24, 2022, https://www.rocketmoney.com/learn/personal-finance/millennials-are-changing-the-face-of-a dulthood
https://indianexpress.com/article/lifestyle/life-style/holi-2023-history-importance-significanceof-
holi-festival-8469678/
https://www.cozymeal.com/magazine/top-food-trends
https://w3s.nl/updates/de-10-kenmerken-van-generatie-z/
Millennials Are Changing the Face Of Adulthood, RACHEL BURRIS, 14 - MINUTE READ,
PUBLISHED: NOV 24, 2022,
https://www.rocketmoney.com/learn/personal-finance/millennials-are-changing-the-face-of-a
dulthood
A UPI-like platform for e-commerce aims to break Amazon, Flipkart’s hold in India,
https://economictimes.indiatimes.com/small-biz/sme-sector/a-upi-like-platform-for-e-commer
ce-aims-to-break-amazon-flipkarts-hold-in-india/articleshow/90344916.cms
https://journals.sagepub.com/doi/10.1177/0253717620957501
https://www.unodc.org/unodc/en/data-and-analysis/bulletin/bulletin_1957-01-01_1_page003.
html
https://www.statista.com/statistics/1048845/india-cannabis-current-use-share-by-demographi
c legallyindia, The WSJ India Real Time,
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a-20150306-5680
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ndu-festival-holi
https://www.thehindu.com/features/cinema/Smoking-the-peace-pipe/article60585252.ece
The North-South Fertility And Finance Battle: Will South India Lose
Out?https://www.indiaspend.com/the-north-south-fertility-and-finance-battle-will-south-india-lose-ou
t-65488/#:~:text=In%201971%2C%20the%20four%20south,(445%20million)%20in%202011
https://unstop.com/blog/paper-boat-mba-case-study
https://www.blueoceanstrategy.com/what-is-blue-ocean-strategy/
Sustaining an Ethnic Soft Drink - Paper Boat Brand Positioning and Consumer Behavior By
S. Ramesh Kumar, Mithun Sivagurunathan.pdf
https://blog.ediify.com/paperboat-marketing-strategy-marketing-mix-4ps/
Paper Boat sails ahead on Indian drinks | Mint
livemint.com
https://www.dailyo.in/lifestyle/bhaang-wali-holi-when-getting-high-is-acceptable-in-india-3912
4
https://www.blueoceanstrategy.com/what-is-blue-ocean-strategy/
https://w3s.nl/updates/de-10-kenmerken-van-generatie-z/
Resources X. Balhara, Y. P. S., Ambekar, A., Modak, T., & Vikram, V. (2020). From “Bhang Shops” to “Cannabis in Coffee Shops”: Time to Debate the Option? Indian Journal of Psychological Medicine, 44(3), 285–289. https://doi.org/10.1177/0253717620957501 Y. UNODC - Bulletin on Narcotics - 1957 Issue 1 - 002. (1957, January 1). United Nations : Office on Drugs and Crime. https://www.unodc.org/unodc/en/data-and-analysis/bulletin/bulletin_1957-01-01_1_page003. html Z. Thapa, S. (2023, March 7). Bhaang-wali Holi: When “getting high” is acceptable in India. Dailyo. https://www.dailyo.in/lifestyle/bhaang-wali-holi-when-getting-high-is-acceptable-in-india-3912 4 The Indian Express,JOURNALISM OF COURAGE https://indianexpress.com/article/lifestyle/life-style/holi-2023-history-importance-significance- of-holi-festival-8469678/ Legallyindia, The WSJ India Real Time https://www.legallyindia.com/home/how-exactly-is-weed-legal-in-india-happy-holi-via-wsjindi a-20150306-5680 Wikipedia https://en.wikipedia.org/wiki/Holi Religion unplugged https://religionunplugged.com/news/2019/3/21/cannabis-edibles-a-staple-at-indias-annual-hi ndu-festival-holi Ghosh, Sankhayan (17 April 2016). "Smoking the peace pipe". The Hindu. Retrieved 7 June 2018. Share of cannabis users across India between December 2017 and October 2018, by demographic https://www.statista.com/statistics/1048845/india-cannabis-current-use-share-by-demographi c/ Nai 500 https://nai500.com/zh-hans/blog/2021/04/%E6%9C%80%E7%83%AD%E9%94%80-%E5% 24 A4%A7%E9%BA%BB%E9%A5%AE%E6%96%99-%E6%B6%88%E8%B4%B9%E6%96%B 0%E8%B6%8B%E5%8A%BF/ Millennials Are Changing the Face Of Adulthood, RACHEL BURRIS, 14 - MINUTE READ, PUBLISHED: NOV 24, 2022, https://www.rocketmoney.com/learn/personal-finance/millennials-are-changing-the-face-of-a dulthood https://indianexpress.com/article/lifestyle/life-style/holi-2023-history-importance-significance- of-holi-festival-8469678/ https://www.cozymeal.com/magazine/top-food-trends https://w3s.nl/updates/de-10-kenmerken-van-generatie-z/ Millennials Are Changing the Face Of Adulthood, RACHEL BURRIS, 14 - MINUTE READ, PUBLISHED: NOV 24, 2022, https://www.rocketmoney.com/learn/personal-finance/millennials-are-changing-the-face-of-a dulthood A UPI-like platform for e-commerce aims to break Amazon, Flipkart’s hold in India, https://economictimes.indiatimes.com/small-biz/sme-sector/a-upi-like-platform-for-e-commer ce-aims-to-break-amazon-flipkarts-hold-in-india/articleshow/90344916.cms https://journals.sagepub.com/doi/10.1177/0253717620957501 https://www.unodc.org/unodc/en/data-and-analysis/bulletin/bulletin_1957-01-01_1_page003. html https://www.statista.com/statistics/1048845/india-cannabis-current-use-share-by-demographi c legallyindia, The WSJ India Real Time, https://www.legallyindia.com/home/how-exactly-is-weed-legal-in-india-happy-holi-via-wsjindi a-20150306-5680 https://religionunplugged.com/news/2019/3/21/cannabis-edibles-a-staple-at-indias-annual-hi ndu-festival-holi https://www.thehindu.com/features/cinema/Smoking-the-peace-pipe/article60585252.ece The North-South Fertility And Finance Battle: Will South India Lose Out?https://www.indiaspend.com/the-north-south-fertility-and-finance-battle-will-south-india-lose-ou t-65488/#:~:text=In%201971%2C%20the%20four%20south,(445%20million)%20in%202011 25 https://unstop.com/blog/paper-boat-mba-case-study https://www.blueoceanstrategy.com/what-is-blue-ocean-strategy/ Sustaining an Ethnic Soft Drink - Paper Boat Brand Positioning and Consumer Behavior By S. Ramesh Kumar, Mithun Sivagurunathan.pdf https://blog.ediify.com/paperboat-marketing-strategy-marketing-mix-4ps/ Paper Boat sails ahead on Indian drinks | Mint livemint.com https://www.dailyo.in/lifestyle/bhaang-wali-holi-when-getting-high-is-acceptable-in-india-3912 4 https://www.blueoceanstrategy.com/what-is-blue-ocean-strategy/ https://w3s.nl/updates/de-10-kenmerken-van-generatie-z/