International

Marketing
Group Assignment
Assignment I

BRAND INFORMATION
STUDY

40 Marks
Date of assignment submission: Thursday February 23,
2017

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 BRAND INFORMATION FACT SHEET
Instructions:
Students are required to work on Assignment I in the allotted study groups
Students are required to complete all sections of the brand information fact sheet

A. STUDENT INFORMATION
5 marks
i. Group Number:

ii. Name of students in the group:

Ankita tripaty
Mohan Kumar T

iii. Names of the brands selected by group:

1. HECTOR BEVERAGES

2. U.S POLO

3.JBL

4.MANGO
iv. Give relevant and authentic reasons for selecting each brand:
Brand 1
Hector beverages:
One impressing reason to choose paper boat as a brand is because everyone would have a
memorable childhood. And this is one of the brand which brings in nostalgia about their
memorable childhood while consuming the product.

Brand 2
US POLO ASSN.
Because this brand is the only brand which maintains the true heritage of the sport polo
throughout its product range. And also has a classical American style products

Brand 3

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Brand 4

B. BRAND INFORMATION
5 marks
i. Nationality of each of the brands selected
Brand 1: HECTOR BEVERAGES: INDIA

Brand 2: U.S POLO: Unites states of America

Brand 3: JBL :

Brand 4: MANGO

ii. Name of the original founders of the company brands:

Brand 1: Neeraj Kakkar, Suhas Misra, James Nuttal and Neeraj Biyani

Brand 2: The U.S. Polo Assn. brand is the official brand of the United States Polo
Association (USPA), the governing body of the sport of polo in the United States.
US polo is managed by USPA Properties, Inc., a wholly owned subsidiary of the
USPA. The brand incorporated in 1981.

Brand 3:

Brand 4

iii. Year of establishment of the Indian subsidiary of the brands:

Brand 1 2009

Brand 2 1890

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Brand 3

Brand 4

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 iv. Location of the global headquarters of brands:
Brand 1 Indian brand(domestic) located in Bangalore(India)

Brand 2 wholly owned subsidiary of the USPA.

Brand 3

Brand 4

v. Brief history of the Indian subsidiary of the brands (300 words for each
brand)
Brand 1 Hector Beverages
Paper Boat is a brand of non-carbonated beverages and energy drinks produced
and marketed by Hector Beverages, which is located in Bangalore, India. Hector
Beverages had around 300 employees in March 2015. Paper Boat beverages
debuted for public purchase in August 2013. The product consists of traditional,
authentic indigenous Indian drinks that are packaged in single serving, flexible
pouches. As of March 2015, ten flavor varieties are produced. The beverages are
produced using local spices, fruit, flowers and pulses, and some of the fruits grow
wild, such as jamun and kokum. Hector Beverages has contracted with fruit
processors and has encouraged some farmers "to cultivate the fruits to ensure a
stable supply." The company has stated that it does not use artificial coloring or
preservatives in its products.

Brand 2 U S Polo
U S Polo is wholly owned subsidiary of the US Polo Association, hence they have
a licensed distributor Arvind Mills in India to function as a distributor of U S

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Polo merchandise to retail format stores in India.
Arvind Retail opened the first US Polo store in India in 2011 and has since added
nearly 230 more.

Brand 3

Brand 4

C. STAGES IN THE EVOLUTION OF GLOBAL MARKETING

5 marks
Provide a complete explanation of the stages of evolution of the brands with
supporting logic, reasoning and examples. (300 words for each brand)

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i. Brand 1: HECTOR BEVERAGES:
It was founded by Kakkar, Biyani, Suhas Misra and James Nuttall. Nuttall, an
American citizen, studied with Kakkar at Wharton School of the University of
Pennsylvania and came to India to be part of the functional drinks business which
first launched an energy drink, Tzinga, in 2011. (Misra and Nuttal have since left
the company, having sold their shares to the two remaining shareholders.)
The Tzinga energy drink was the first product launched by Hector Beverages in
2011
After almost one year of doing Tzinga, they realized that we were keen to drink
aam panna more than anything else.
In 2012 for the first time we started thinking about launching traditional drinks.
The need for such a product was reinforced when Nuttall went around the city
looking for packaged aam panna to treat his American guests and returned
disappointed. The four partners then pooled in resourcesRs2.5 crore in allto
launch packaged traditional drinks under the Paper Boat label.
Incidentally, the founders could not introduce Paper Boat with their favourite aam
panna as, by the time the company decided to launch it, the green mango season
was over. So Hector embarked on its Indian ethnic drinks journey with aamras and
jaljeera. Surprisingly, the two typically north Indian products were test marketed in
Bengaluru as the promoters didnt want to disturb their sales and marketing team in
the north that was busy selling Tzinga.
After six-eight months of the launch of Paper Boat, they were told that sales of the
product had improved and there was a buzz around the brand. Promptly, Paper
Boat was launched in the north, a market which soon saw it becoming bigger than
Tzinga. Encouraged by the response to Paper Boat, Kakkar started dreaming of
seeing his brand take over all the beverage consumption occasions.
Currently, the company has a total of nine year-round products including flavours

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such as jamun kala khatta, aamras, aam panna, anar and chilli guava. The seasonal
products introduced by the company include Thandai, Serbet-e-khaas, Rose
Tamarind and Panakam, among others.
The idea behind Paper Boat was to launch traditional home-made drinks which are
slowly vanishing from the consumers life. We didnt do any surveys before the
launch. If we did any, perhaps, people may not have said that they missed aam
panna. But when it was offered, they lapped it up,
Paper Boat created a buzz in the market thanks to its distinctive branding and
advertising. The company has been innovative in terms of product, packaging and
marketing to create the consumer wow factor. It can certainly take credit for that,
says Arvind Singhal, chairman at retail consultancy Technopak Advisors Pvt. Ltd.
The hip design, packaging and brand name has been the result of collaboration
with strategic design and brand consultancy Elephant Design, which originally
suggested Good Ol, Lost and Found, and Paper Boat as brand name options.
Paper Boatwith its tagline drinks and memoriesfitted the bill as the company
intended to recreate traditional drinks from old recipes. The communications target
was to evoke childhood memories through packaged ethnic Indian drinks. And
the name Paper Boat instantly connects you to your childhood. In fact it connects
global kids to their childhood as all children make paper boats and paper planes,
says Biyani. The name was refreshing and it cut the clutter.
With confidence in the future of demand, Paper Boat has been expanding its
capacity. Currently the company has two manufacturing facilitiesone at Manesar
near Gurgaon and the other at Mysuru near Bengaluru. When it started out, the
Manesar facility churned out 80 Doypacks per minute. However when the Mysuru
plant came up in 2015, it added more capacity. With addition of more capacity over
a period of time, the two units today collectively produce 400 Doypacks per
minute.
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Brand 2: The U.S. POLO ASSN.

The U.S. POLO ASSN. brand was created in 1981 out of the desire to have a
clothing brand that truly reflected the spirit of the sport of polo and helped support
the activities of the United States Polo Association (USPA). However, their roots in
the sport date back as far as 1890, when the USPA was founded.

Over the last 20 years, the brand has grown from 12 licensees to over 70 licensing
partners worldwide. The initial launch of the U.S. POLO ASSN. brand was in the
United States, but quickly spread into Mexico, Central and South America. The
international market was developed soon after, first in Japan, China, Taiwan, then
into Europe, Middle East and India. Over the last five years, the brand has
experienced 22% annual sales growth.

ii.

iii. Brand 3:

iv. Brand 4:

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 D. PRODUCT STRATEGY OF BRANDS IN INDIA (300 words for each brand)
5 marks
Standardization and Adaptation

Brand 1: Hector beverages: It is an Indian brand (domestic) and

hence its product strategy is standardized.
Hector has also started testing foreign lands, such as America, Britain, France,
Canada, Australia, Netherlands, the UAE and Malaysia, essentially where people
from Indian origin live.

Brand 2: US Polo Assn.:

It is a global brand which has standardized its style which represent the spirit and
traditions of polo classic yet comfortable, sporty yet well dressed, high quality
yet accessible.
In each region, they partner with leading licensees to make full use of their local
expertise and leading market position. Using their knowledge, licensees adapt our
design vision to fit within the culture of each region. So, while colors and sizes
vary across borders, the style remains. These partnerships ensure that we meet the
specific needs of each geographical market, provide the best consumer experience
and maintain consistent brand standards. They firmly believe that this smart
strategy is one of the keys to our continued success. They also maintain very close
relationships with licensees to confirm quality in products and services, and to
make sure our basic operating and business principles are met in each region our
products are sold.

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 i. Brand 3:

ii. Brand 4:

E. TOP 5 CONSUMER MARKETS FOR BRANDS

5 marks
Provide information of the top five consumer markets for the brands. (200 words for each
brand)

Brand 1: Hector beverages.

India, Dubai, Malaysia, the United Kingdom and the United States
The top markets are Bangalore and Delhi NCR.
The markets which do extremely well for Hector are southern and northern India.
The market that is not doing so well is west. They need to improve their
distribution network in Mumbai and Pune.
Paper boat in the US, the UAE, Canada, the UK and Australia. They are targeting
the Indians living there and we believe these markets have great demand because
of the Indian diaspora. The international markets contribute 15 per cent of revenues
and we started only eight months back.

i. Brand 2: US POLO ASSN.

USA, ASIA, UK, AUSTRALIA

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 ii. Brand 3:

iii. Brand 4:

TOP 10 FUN FACTS OF BRANDS

5 MARKS

Brand 1:
Paper boat rekindles anyone with lot of childhood memories.
The company sells around eight million units per month with the top seven
cities accounting for 80 percent of sales.
Paper Boat is currently sold through 1,00,000 retail points and the company
aims to double it in a years time.
Apart from India, Paper Boat is being sold in places like Dubai, Malaysia,
UK and US.

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 Brand 2: US POLO ASSN.
Products are available at 135 countries at independent retail stores.
US POLO ASSN. was not the brand who introduced polo styled t-shirts. in
fact not many know that was Ralf Lauren who invented it first.
US POLO ASSN. Cannot use a polo player (horse-and-rider) and the word "polo"
to market its own fragrances.

Brand 3:

Brand 4:

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