CASE STUDY SOLUTION

Sustaining an ethnic soft drink – Paper Boat: Brand positioning and consumer behavior

Group Members:

 Muhammad Arsal Khan (13478)

 Saad Sohail (06841)
 Saad Shah (18227)
 Abdul Rehman Hussain (18287)
 Umair Ahmed Siddiqui (06995)

1. How do you think are the various factors listed in Exhibits 1 – 6 associated with each
other from the conceptual framework?

There are 5 types of attributes mentioned in the case study that form part of the conceptual frame work.
These are ‘’customer experiences’’ that include

 Sense
 Feel
 Think
 Act
 Relate.

This forms the basis of conceptual frame work. Exhibit 1 contains mean scores from respondents which are
based on the above mentioned attributes. 7 point semantic differential scale was used for this survey. This
will help measure how the Paper boat consumers perceive it as compared to other brands. It may help
differentiate with other products in the segment and add value to it. For example mean score for Paper boat
in Sense statement ‘’One of the benefits of the drink is that it is natural ‘’ Category is highest ( 5.42 )

Exhibits 2, 3,4 and 5 show how respondent rate their activities , interest , opinions and selves. This survey
is measured on 5 point Likert Scale. It helps gauge how paper boat positions in with the lifestyle and
psychographics of the consumers. For instance Paper boat have high score in statement of visiting
grandparents (Activities category ). This can help deduce that brand is right fully positioned to link with
memories.
Lastly, Exhibit 6 measure respondent involvement with the category. The mean score of Paper Boat in
‘’most preferred’’ category is low as compared to Real and Tropicana. This could imply that Paper boat is
not the most preferred brand of most of the consumer in general.

2. What is your inference and interpretation of the response in Exhibit 1?

The experimental marketing helps us to conclude what are the high impacts and low impacts on
consumer, so we conclude to the following by looking at the exhibit 1 ;

HIGH IMPACT:

Sense:

 Tasty
 Quenching.

Feel:

 Exciting
 Nostalgic
 Contented
 Happy
 Value for money

Think:

 Satisfying need
 Trustworthy
 Organic
 Natural
 Word of mouth

Act:

 Good Advertisement
 Natural Ingredients
 Attractive Packaging

Relate:

 Fun
 Friendly
 Traditional
LOW IMPACT:

Sense:

 Healthy
 Nutritious

Feel:

 Value for money

Think:

 Ease of Availability
 Just a drink

Act:

 Functional Benefit

Relate:

 Sincere
3. What are the inferences that you may like to draw from Exhibits 2,3,4,5 and 6? Why are these
exhibits important?

The non-carbonate segment of the soft drinks market in the recent times has been appealing to consumers
Owing to its nutritive value and also environmental awareness about the negatives of carbonated drinks.
The fruit juice segment has a number of well-advertised brands such as Tropicana, Real, and Be Natural.
Paper Boat though successful as a niche brand based on its nostalgia and ingredients positioning needs to
Ensure that consumers sustain their preference of the brand over several other brands that explicitly
Promise health and nutrition. This challenge is complex as the emotional route and to find out where they
Brand lies Paper Boat conducted several consumer behaviour experiment and its important to know where
there Brand lies according to the Need, Interest, Opinion, activities of the People as what they want at that
time such a measure is undertaken to make the brand more contemporary or to strengthen it further. Brand
relationships are valid at the level of consumer’s lived experiences. The consumers don’t just buy brands
because they like them or because they work well. They are involved in relationships what benefit they
add into their lives.

Exhibits 2, 3, 4, and 5 show how respondents rate their activities, interests, opinions, and selves. Exhibit 6
portrays the involvement of the respondents’ with the category.

On the basis of results of different Activities ( Exhibit 2-6 ) We found that the people like to use the
Brand whenever they are in involve is such Nostalgic Activities or they want something Natural like wise

 Doing Breakfast when they require natural or refreshing thing to start a day instead of
preservatives
 Visiting there Grand Parents or whenever think about the memories
 Or For those who lives in the Traditional parts of city far from Hip Hop Parts
 Orr enjoy learning about people and their lives.
 Or When People involves in understanding things behind religion culture.
 Or when people want to show the identity and take the drink as symbol; which represent who
they are and where they from.

After seeing the results of Exhibit 6, where they Paper boat found they average among other categories
following are some decision areas involve which have to be in count are as follows:

 Paper Boat could continue the existing positioning on cultural nostalgia.

  Paper Boat can consider how well the present positioning fits in with the lifestyle and
psychographics of consumers.
 Paper Boat can strengthen the ways in which self-branding connects in its ads.
 Paper Board can enhance the involvement with respect to the product category and link it up with
the involvement levels of the brand.

4. What are the major inferences that you can draw from your analysis of questions 1 to 3 and the case
information?

There are two striking categories of inferences present; favourable and unfavourable.
The likelihood of a positive inference is the brands ability to effectively communicate its message
towards its consumer base. Suggesting that, positioning and image complimentary. The consumer is able
to resonate the brand with its three emotional spaces that Paper Boat is trying to achieve; memories
remembered, memories forgotten and memories of festive.
Secondly the physics of the product is reminiscent of the desired emotional space. The shape of the
packaging distinguishes itself and stand as a critical factor of brand recall.

Thirdly , advertising and promotion campaigns are based on the storyteller technique that very skilfully
crafts an emotional setting that immediately strikes the right code in the binds if the consumers when
exposed to it.
However it did bring about some unfavourable insights.
Firstly the target audience is of an older generation. That very soon is depleting since people of 80s and
90s can only stay in their 20s for far too long.
Secondly the evolving culture of health conscious consumerism replacing the traditional styles of
consumption. Paper boat needs to understand the changing dynamics and readdress its audience of the
importance functionality & nourishment of their product.
Thirdly, it should be noted that the sample size selected, age chosen and the limited representative of the
sample from its entire consumer base is very flawed. There remains a probability that results aren’t true or
valid in nature