• Advertisement : TV , Print Ad and Radio Jingle• Direct Selling : Supermarkets , Grocery stores , Departmental Stores , Online

Stores and vending machines• Public Relation : Launch Ball Activities , Affiliations with other youth , Cultural

festivals and Health Awareness Campaigns • Surveys : TV Commercials and Outdoor PR is effective • Outdoor Promotions : Hoarding and posters

Paper-Boat Drinks : History & Marketing Campaign Dashboard (2013-15)

• Surveys for 10 Months

• Fans contributed their own memories on this page in the form of comments .

• Organic fan base grew rapidly up to 15 thousands

• Consumer generated engagement considered to be arguably be amongst the highest among the highest of the beverage worldwide

9169 (Writes)

120877(Likes)

14,558 (Shares)

5,274,677(Organic reach to

users)

Viral Reach to

40,000,000 People

Rs 6 Crore invested in March 2011 by NR Narayana Murthy

‘s VC firm Catamaran and Bangalore-based Footprint Ventures

$ 8 Million invested in May 2013 by Sequoia Capital ;

existing investors also took part

History :In April 2011 , Neeraj Kakkar, Suhas Misra, Neeraj Biyani and James Nuttall —Started Gurgaon-based Hector Beverages, rolled out Tzinga for Rs 20 per 200-ml pack — almost 1/5 th of the cost of the biggest energy drink brand in the market, Red Bull (Rs 95). It hit bull's eye, well, sort of. "So we needed more production options," recalls Kakkar. The friends started brainstorming. Kakkar and Nuttall, hit upon an idea of a version of vitamin water or another energy drink . “. On one hot summer day, when all of them were having lunch together, Nuttall decided to make aam panna. "Misra used to get aam panna made by his mother, and it was terrific. That was the genesis of Paper Boat," says Kakkar.

Launched with 10 different Flavors :

Aam Panha (Mango Slush)Jaljeera ( Cumin Water)Kokam (Mangosteen juice)Chilled Rasam Ginger Lemon Tea Jamun (Dark purple dates )Aamras (Mango pulp)Golgappe ka Pani Tulsi Tea Imli Ka Amlana

20%

20%

10%12%

10%

10%

9%

9%

CompetitorsMarket Share of Car-bonated beverages

Thumps Up Sprite Coca-ColaPepsi Fanta Marinda Limca Mountain Dew

Facebook Paper-Boat Fan-Page Campaign Theme : “ Drinks and Memories “

Brand Marketing Campaign focus area

2010 2011 2012 2013 2014 20150

200

400

600

800

1000

1200

731

831

937977

10261080

..and how the fortified non-carbonated

Drinks market stacks up

(in Cr.)

Campaign turned user , who haven't tasted Paperboat , into avid fans

Coke Zero

Diet Mountain Dew

Fanta

Diet Pepsi

Sprite

Dr. Pepper

Mountain Dew

Diet Coke

Pepsi- Cola

Coke

-8.00 -7.00 -6.00 -5.00 -4.00 -3.00 -2.00 -1.00 0.00 1.00 2.00 3.00 4.00 5.00 6.00

Consumer Interest in non-carbonated beverages

+ ve Interest in Carbonated Beverage (in change in volumn %)

-ve interest in carbonated Beverages(in change in volumn %)

Definitions of the metrics you chose to include as well as an explanation of why you think they are important .

Hector Beverages was a startup company , rolled out with Tzinga drink . They have this idea in mind to launch original drink with the real taste of Indian Drinks , made by natural ingredients without any preservative , added colors or artificial flavors . They received a huge support of investment from Venture capitals in India to support their business. They researched on the interest of consumer on the carbonated drinks of all other brands .

Carbonated is containing carbon dioxide gas under pressure, especially pertaining to beverages, as natural mineral water or man-made drinks and Noncarbonated is an antonym of carbonated.

They found that the consumer showing less –interest in the carbonated drinks and the gap has to be filled with non-carbonated Paperboat drinks .Before launching there campaigns, They also studied all the other brands , their campaigns and their market share holding in the carbonated markets to identified the range of the gap (in % ). After researching they devised unique social media strategy to engage consumer with their products by taking back to their old childhood memories . They utilized Facebook platform to connect people by launching a Facebook fan page campaign . Their online campaign shared videos , photos and also performed social services such as with every post of Paper-Boat on the Facebook , company donated $1 to AstraZeneca Healthcare Foundation. During the 10 Months of survey period , they received thousands of comments , likes , shares and the page got viral to 40 million users. The "emotional benefit" is a masterstroke at a time when most in the category are battling on the functional platform of freshness, taste and variety was responsible for the success of the campaign.

The Main sources that the company used for popularizing their campaign were :

• FB page and consumer engagement participation services • Advertisement : TV , Print Ad and Radio Jingle• Direct Selling : Supermarkets , Grocery stores , Departmental Stores , Online Stores and vending machines• Public Relation : Launch Ball Activities , Affiliations with other youth , Cultural festivals and Health Awareness Campaigns • Surveys : TV Commercials and Outdoor PR is effective • Outdoor Promotions : Hoarding and posters outside to the schools and on the school buses

The metric that the campaigner used to evaluate its campaign :1) No. of user likes / shares / comments on its Facebook fan page . 2) The # of times their videos got viral across the globe i.e. 40,000,000 people.3) They also measured their campaign by accepting the no. of reviews from the independent reviewers .4) They also counted the # of user in the organic fan club for Indian indigenous drink.