Paperboat Juice Hector Beverages Pvt Ltd
Download as PPTX, PDF1 like1,050 views
Hector Beverages established its first production plant in 2010 in Manesar to produce PaperBoat drinks. However, demand increased and the Manesar plant could not keep up. The plant also lacked facilities for coconut water and sugarcane juice. This led Hector Beverages to set up a larger second plant in Mysore in 2014 with a production capacity four times that of Manesar. Major issues arose from distributors pushing PaperBoat products more in general trade instead of modern trade, and lacking a strong presence in modern trade. Solutions included developing a strong modern trade network and reducing communication gaps about the product's positioning.
Paperboat Juice Hector Beverages Pvt Ltd
- 3. Hector Beverages PaperBoat's first production plant was established in Manesar in 2010. However, with increase in demand, the Manesar plant couldn't keep up the production. The plant also didn't have the facilities for the manufacture of coconut water and sugar cane juice, drinks that the company was looking to launch. This led them to set up a second larger manufacturing unit in Mysore, Karnataka in 2014 and then headquarter shifted from gurugram to mysuru. While the Manesar plant has a production capacity of 80 bottles/minute, in the Mysore plant it is 380 bottles/minute.
- 4. Products
- 5. Marketing Mix • Focus on traditional authentic Indian mix. • 14 Flavor of paperboat available in market. • Cost of single pack Rs.20-25 and for 1L Rs.80-100 & Discount provided on bulk purchase • Promotion was based on emotional appeal to consumer by revoking the pleasant childhood memories. With tagline ‘Drinks and Memories’. • Spout Pouches Packaging & Innovative Strategies for Promotions.
- 7. 1. Paper Boat’s major issues were- Distributors pushing the product more in the general trade and not modern trade when actually the product is positioned to be a modern trade product Distributors lacking presence in modern trade Packaging not meant for general trade
- 8. Solutions- Develop a strong sales and distribution network in the modern trade area Reduce the communication gap and state clearly to the existing distributors about the positioning of the product Performance based incentives for distributors to encourage them to sell more in the modern trade Could introduce a mass market variant of Paper Boat with modifications in packaging and selling this new mass market variant through the existing strong chain of distributors experienced in general trade to recover the losses
- 9. 2. What measures to take for instant results to create more visibility for this product? • More emphasis of youth on health food as they are concerned about their health • Sponsorship in fashion shows and college festivals. • Play with the packaging and price. • Making the retailer aware to put the product in front so that it is easily visible. • Distributors and sales men should from time to time take the pain of finding out the requirement of retailers and the problem they are facing. • Advertisement and publicity in the untapped market. • Introduce content with info graphics and hash tags. • Social media promotion
- 10. 2. Conflicts Faced by Hector Beverages in the distribution channel • Hector beverages offered more margins/commissions for Paper boat • Existing distributors were strong in the general trade and did not have much experience in the modern trade
- 11. 3. how the brand can come out of this crisis? • Use Facebook posts to relive childhood memories. Carefully building customers for life, by allowing them to creatively interact with the brand. • Series of front page advertisements in leading newspapers. • Tie up with domestic airlines, to be served as a mid flight refreshing drink. • Become beverage partners for events like Marathons or Run For a Cause etc. or even sport tournaments the Kabaddi League. • Increase retail shelf space compared to leading players. • Improvement in Supplychain