個案資料
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Paper Boat Beverage: Branding Delightful Nostalgia
內容大綱
Hector Beverages reinvented the ethnic drinks category in the Indian market with its beverage brand Paper Boat. The brand had been successful since its launch in 2013, posting triple-digit growth in 2015. By the end of December 2015, Hector Beverages’ future seemed to be heavily dependent upon Paper Boat. With Paper Boat constituting 90 per cent of the company’s total sales, 2016 would be a critical year for Hector Beverages. Should the company add more variety to its line of products, or should it focus on a few best-selling variants? Would the Paper Boat brand remain strong despite the launch of a similar product by a major competitor? Could Hector Beverages maintain its hold on the Indian ethnic drinks market?
學習目標
This case is intended to help students understand the key concepts of building a new consumer brand and designing a marketing mix, as well as the strategic options for enhancing sales and market share. After completion of the case, students will be able to<ul><li>understand how a new brand proposition can be created by analyzing consumers’ unmet needs;</li><li>understand and analyze the making of a strong consumer brand, and decisions regarding brand elements, core brand benefits, and overall branding strategy; and</li><li>understand and assess a marketing strategy for a newly launched brand in a competitive market.</li></ul>