IDEAS home Printed from https://ideas.repec.org/a/sae/fbbsrw/v13y2024i3p294-303.html
   My bibliography  Save this article

Using Nostalgic Emotions to Revive Indian Ethnic Drinks Market: Competitive Strategy at Paper Boat

Author

Listed:
  • Priyanka Garg
  • Rahela Farooqi
  • Yakshi Garg
  • Devkant Kala
  • Sumanjeet Singh

Abstract

Amidst the intensive cola war in the Indian market, Hector Beverages Private Limited introduced ethnic drink as a competitive strategy to attract Indian consumers. This move aims to attract Indian consumers by not only offering health benefits and nutritional value but also providing a sense of connection to the past and emotional satisfaction through old memories. Paper Boat, an ethnic and nostalgic beverage brand of Hector Beverages, has disrupted the Indian beverage industry, challenging market leaders to provide innovative and nutritional drinks. The case study highlights Paper Boat’s innovative value proposition and nostalgia marketing campaigns, while also examining the competitive strategies of major players in the Indian beverage industry. The case study also raises important questions that Hector Beverages must consider remaining relevant in a changing market and retaining its competitive advantage.

Suggested Citation

  • Priyanka Garg & Rahela Farooqi & Yakshi Garg & Devkant Kala & Sumanjeet Singh, 2024. "Using Nostalgic Emotions to Revive Indian Ethnic Drinks Market: Competitive Strategy at Paper Boat," FIIB Business Review, , vol. 13(3), pages 294-303, May.
    • Handle: RePEc:sae:fbbsrw:v:13:y:2024:i:3:p:294-303
    DOI: 10.1177/23197145231176115
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/23197145231176115
    Download Restriction: no
    File URL: https://libkey.io/10.1177/23197145231176115?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Justina Gineikiene & Adamantios Diamantopoulos, 2017. "I hate where it comes from but I still buy it: Countervailing influences of animosity and nostalgia," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 48(8), pages 992-1008, October.
    2. Devkant Kala & D.S. Chaubey, 2018. "The effect of eWOM communication on brand image and purchase intention towards lifestyle products in India," International Journal of Services, Economics and Management, Inderscience Enterprises Ltd, vol. 9(2), pages 143-157.
    3. Aurélie Kessous & Elyette Roux, 2008. "A semiotic analysis of nostalgia as a connection to the past," Post-Print hal-01828609, HAL.
    4. Chatzipanagiotou, Kalliopi & Veloutsou, Cleopatra & Christodoulides, George, 2016. "Decoding the complexity of the consumer-based brand equity process," Journal of Business Research, Elsevier, vol. 69(11), pages 5479-5486.
    5. Ford, John B. & Merchant, Altaf & Bartier, Anne-Laure & Friedman, Mike, 2018. "The cross-cultural scale development process: The case of brand-evoked nostalgia in Belgium and the United States," Journal of Business Research, Elsevier, vol. 83(C), pages 19-29.
    6. Sung Youl Jun & Hye Kyung Park & Kyung Ho Kim, 2022. "The effects of nostalgia marketing on consumers’ brand extension evaluation," Journal of Brand Management, Palgrave Macmillan, vol. 29(3), pages 271-286, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Magdalena Grebosz-Krawczyk, 2020. "How Nostalgia Affects Brand Equity? Consumers’ Attitudes Towards Nostalgic Generational and Transgenerational Brands," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 1019-1034.
    2. Martin Heinberg & Constantine S. Katsikeas & H. Erkan Ozkaya & Markus Taube, 2020. "How nostalgic brand positioning shapes brand equity: differences between emerging and developed markets," Journal of the Academy of Marketing Science, Springer, vol. 48(5), pages 869-890, September.
    3. Justina GineikienÄ—, 2013. "Consumer Nostalgia Literature Review And An Alternative Measurement Perspective," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 4(2).
    4. Willems, Kim, 2022. "Brand personality appeal in retailing: Comparing fashion- and grocery retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    5. Sarker, Moniruzzaman & Mohd-Any, Amrul Asraf & Kamarulzaman, Yusniza, 2021. "Validating a consumer-based service brand equity (CBSBE) model in the airline industry," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    6. Lang, Le Dang & Lim, Weng Marc & Guzmán, Francisco, 2022. "How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products," Journal of Business Research, Elsevier, vol. 141(C), pages 175-190.
    7. Coderre, François & Sirieix, Lucie & Valette-Florence, Pierre, 2022. "The facets of consumer-based food label equity: Measurement, structure and managerial relevance," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    8. Raffaele Filieri & Zhibin Lin & Simona D’Antone & Elena Chatzopoulou, 2019. "A cultural approach to brand equity: the role of brand mianzi and brand popularity in China," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 376-394, July.
    9. Adam C. Merkle & Catherine Hessick & Britton R. Leggett & Larry Goehrig & Kenneth O’Connor, 2020. "Exploring the components of brand equity amid declining ticket sales in Major League Baseball," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(3), pages 149-164, September.
    10. Kim, Changju & Yan, Xiuyan & Kim, Jungkeun & Terasaki, Shinichiro & Furukawa, Hiroyasu, 2022. "Effect of consumer animosity on boycott campaigns in a cross-cultural context: Does consumer affinity matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    11. Gobinda Roy & Rituparna Basu & Samudyuti Ray, 2023. "Antecedents of Online Purchase Intention Among Ageing Consumers," Global Business Review, International Management Institute, vol. 24(5), pages 1041-1057, October.
    12. Akrout, Houcine & Mrad, Mona, 2023. "Measuring brand hate in a cross-cultural context: Emic and Etic scale development and validation," Journal of Business Research, Elsevier, vol. 154(C).
    13. Schivinski, Bruno, 2021. "Eliciting brand-related social media engagement: A conditional inference tree framework," Journal of Business Research, Elsevier, vol. 130(C), pages 594-602.
    14. Ruiz-Mafe, Carla & Chatzipanagiotou, Kalliopi & Curras-Perez, Rafael, 2018. "The role of emotions and conflicting online reviews on consumers' purchase intentions," Journal of Business Research, Elsevier, vol. 89(C), pages 336-344.
    15. Sharifi-Tehrani, Mohammad & Seyfi, Siamak & Zaman, Mustafeed, 2022. "At the intersection of tourism social entrepreneurship and empathy: Development and validation of an empathy scale," Journal of Business Research, Elsevier, vol. 141(C), pages 433-447.
    16. Bastian Atzger & Elisabete S. Sá & Joaquim Silva, 0. "Exploring sources of voter-based political human brand equity," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-14.
    17. Vespestad, May Kristin & Clancy, Anne, 2021. "Exploring the use of content analysis methodology in consumer research," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    18. Subhadip Roy & Abhijit Guha & Abhijit Biswas & Dhruv Grewal, 2019. "Celebrity endorsements in emerging markets: Align endorsers with brands or with consumers?," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 50(3), pages 295-317, April.
    19. Federico Brunetti & Ilenia Confente & Hans Ruediger Kaufmann, 2019. "The human dimension of a brand influences brand equity: an empirical examination in the context of a luxury and a convenience brand," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 634-645, November.
    20. Alexandra Vignolles & Paul-Emmanuel Pichon, 2014. "A taste of nostalgia: links between nostalgia and food consumption," Post-Print hal-04097948, HAL.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:fbbsrw:v:13:y:2024:i:3:p:294-303. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.