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Summer Internship ProjectTo assess & evaluate performance of Zandu Pure Honey (ZPH) in Mumbai market and recommend
way forward action to improve Zandu Pure Honey market share basis evaluation of competition
performance in the market.
Evaluation Parameters
• Quality of assessment of current performance of the brand
• Uniqueness of ideas recommended to increase market share of Zandu Pure Honey
• Feasibility of the ‘implementation of the ideas’ to help increase market share of Zandu Pure Honey
Introduction to Zandu Pure Honey
• Launched in January 2016 under the Zandu Brand• Available in 3 sizes
• Claims to be tested in a German Laboratory for ‘No Added Sugar’
• Launched at a 35% premium over the price of Dabur Honey
Size Cost
100g 75
250g 165
500g 270
Overview of the Branded Honey Market in India
• 600 crore market of branded honey in India.• Dabur is the market leader with around 60% market share.• The branded honey market in India has been growing by 15-
20% year-on-year.
Brand Claims
Dabur Honey Quality
Zandu Pure Honey Purity
Patanjali Honey Price
Source: http://timesofindia.indiatimes.com/business/india-business/Dabur-Emami-in-bitter-war-over-sugar-in-honey/articleshow/50923579.cms
Areas Covered in Mumbai
Analysis of the Survey
• Dabur is the undisputed king of the honey market in Mumbai with only 1 outlet out of 120 not stocking it, reason being it was a Ayurveda shop.
• As per the retailers who stock Patanjali honey, it is now eating into the market very quickly and has affected the sales of Dabur too. According to them, if this trend continues, in a few years Patanjali would be the leader of the honey market leaving behind Dabur.
• Phondaghat honey also has a good hold of the market with almost 85% of all the retailers stocking it. According to retailers, Phondaghat honey has a fixed set of customers and are very loyal to it.
• Makrand honey is another popular brand in Walkeshwar and Napeansea Road area but has almost zero presence in Navi Mumbai, Thane and other South Mumbai areas.
• Retail stores that stock Capilano and other international brands of honey have to do it only because they are a supermarket and have to make available all brands. There is no specific demand for these international brands as such
120 outlets across 30 beats
• On an average, an outlet in Mumbai sells about 2.7kg of honey in a week.
• As per 62.5% retailers, Off take of 50g and 100g is the maximum.
• 63% of the outlets said that the product needed a lot more advertising.
• 50% of the outlets said that the company should focus on quality and increase advertisements as customers are not affected by price much.
• 38% of the outlets said that the price of the product needs to be reduced.
• 31% of the outlets said that a smaller size (50g) will help in improving sales.
• Only 5% of the retail outlets said that the company should increase margin and scheme on the product.
• 12% of the retailers were of the opinion that the company should do promotional activities in malls, gyms, parks etc to make the customer aware of the brand
Analysis of the Survey…Contd
Takeaways from the Survey• Customers are still not aware of ZPH as a brand.
• The retailers are not stocking ZPH because there has been no demand from the customers regarding it.
• According to the retailers, Emami needs to do a lot of marketing and promotional activities to build the ZPH brand in the minds of the customer.
• The mindset of the retailer is that only if there is demand from the market will they stock the product.
• Thus, we are stuck in a vicious circle.
The Vicious Circle
Customers are not aware
No demand
from customers
Retailers refuse to stock ZPH
Customers remain
unaware
To break this vicious circle, we need to promote our brand well so that it creates a niche for itself in the minds of the customers.
• The honey consuming customers cannot be divided into any class or category.
• Most of the retailers who stock Patanjali honey too, say that the sale of Dabur honey has also come down because of Patanjali honey, so price has now become a big factor in the honey category.
• Customers are not influenced much by the Quality aspect of honey as all brands claim to be pure.
• They are more likely to buy a product if it is recommended by their family, friends, doctor, gym trainer etc.
• The retailers also feel that coming out with a small pack of 50g will help improve sales of ZPH as the customers generally buy a smaller pack of a new product for testing it. Only if they like the product, they will go for a bigger size in the future.
Pros and Cons of ZPH
1. Superior Quality2. Strong Brand Value
3. Strong Distribution Network
1. High Price2. Non availability of small size
Customer Persona
Middle and Upper-Middle
Class Urban Families
Health Conscious Individuals
Don’t mind paying a
higher price
Quality Conscious Individuals
“Koi Nahi Poochta”
“Bhaiya Zandu Pure Honey kaisa Chal
Raha Hai?”
Me
Shopkeeper
Root Causes
Non continuity of TV advertisements
Lack of outdoor marketing activities (Billboards, Newspaper ads, Radio ads
etc.)
Lack of in-store marketing (Displays, Posters, Stands etc.)
Not leveraging the power of Social Media
Lack of promotional activities and tie-ups
Dabur Honey
• Launched more than 30 years ago• Commands almost 60% of the branded honey market in India• Claims to be the purest honey available in the country• Has created a very strong brand in the minds of the people by
roping in celebrities such as Amitabh Bachchan, Shilpa Shetty, Bipasha Basu, Sanjeev Kapoor and Vikas Khanna
• Keeps running customer offers (1+1, Free container etc.) regularly
How Dabur is promoting its Honey post the entry of Patanjali
Display outside the shops
Display inside the shops
Dabur Honey Diet Bloggers Meet in Bangalore
YouTube
We are missing out on the huge reach that can be attained by leveraging the power of social
media
Patanjali Honey
• The reason Patanjali is selling like hot cakes is because of Word of Mouth Marketing.
• There has been no complaint from the users of Patanjali Honey, thus, it can be concluded that if people are getting decent quality in low price, they would obviously go for it.
Phondaghat Honey
• Very Old Brand – Since 1971• Only second after Dabur in Honey sales in Mumbai• Price is lower than that of Dabur• Has a strong distribution network• Has fixed set of customers who know about the brand• The company does not do any TV commercials or other forms of advertisement• Company has no online presence
Apis Himalaya Honey(1+1)
Kashmir Lion Honey(1+1)
“Sab Yehi Bolte Hai…”
“Bhaiya ZPH mein Zero Added Sugar
Hai”
Me
Shopkeeper
Zandu Pure Honey
Dabur Honey
Kashmir Lion Honey
VLCC Slimmer’s Honey
Sugar content not mentioned
Phondaghat Honey Patanjali Honey
So, our Zero Added Sugar is not a distinct competitive advantage
We need to build a brand by following other means
Tie-up with Rotary Clubs and Senior Citizen Clubs in high profile areas of Mumbai
Host Cooking Competitions where the participants are
asked to prepare dishes using Zandu
Pure Honey
Tie-up with Gyms
• Putting up samples of Zandu Pure Honey on the reception of the gym.
• Speaking with Dieticians and Nutritionists to tell their clients to try ZPH once.
• Sponsoring a competition for maximum weight loss in the gym and giving the winner a ZPH Gift Hamper and Cash Prize.
Well known personalities in the field of health and fitness.Train very high profile people apart from celebrities.
Mickey Mehta
Leena Mogre
Yasmin Karachiwala
Tie-up with Celebrity Fitness Trainers
Suhas Khamkar
• Nine time Mr. India body building Champion (2004-2012)
• Winner of Mr. Asia Body Building Title – 2010
• Huge fan following of aspiring body builders gym enthusiasts
• Can be chosen as the Ambassador for the State of Maharashtra
Advertising in Malls
• Conduct a small competition and give the winner a gift hamper of ZPH• Eg: Push-up competition, Arm-wrestling competition etc.
Promoting ZPH in Parks/Gardens
• Setup a small kiosk in few of the famous parks in the up-market areas of Mumbai
• One spoon of ZPH can be given to people for sample tasting.
Brand Ambassador
Fit Good looking Huge fan following Diabetic
Sonam KapoorFawad Khan
Celebrities promoting Asus ZenfoneNew way of promoting a product wherein celebrities posted a selfie with the new Asus Zenfone on their respective Facebook pages with a short description of the phone.
As we can see from the pictures, the reach attained is phenomenal.
Urvashi Rautela promoting Rostaa Dry fruits on Instagram
Celebrity Chefs
Celebrity Chef Sanjeev Kapoor preparing a sweet dish with Dabur Honey in a cookery show on FOOD FOOD Channel
Celebrity Chef Vikas Khanna promoting Dabur Honey on its YouTube Channel
Celebrity Chefs
Ranveer Brar Kunal Kapoor
Judge in MasterChef India Season 4 Judge in MasterChef India season 2 & 3
We can tie-up with other Celebrity Chefs and start a show on some Cooking Channel to promote our Zandu Pure Honey
Sponsoring/Partnering with shows like Master Chef India
Meswak Toothpaste free with 250g Dabur Honey
We can provide 50ml 7-Oils-in-One free with 250g ZPH
Plastic Container free with 500g Dabur Honey
Heinz tomato Ketchup free with Kellogg’s Conflakes Colgate Toothpaste free with Loreal Shampoo
Inter-Company Tie-ups
How many of you remember this ad?
VICCO Turmeric Cream – The King of advertising in theatres
• Undivided Attention of the customers.
• No way to skip the advertisement.
• Leaves a lasting impression if played continuously for a long period of time.
Airline Magazines
Advertising in Airline Magazines, especially Jet Airways, Air India and Vistara that have business class sections will help us target the right customers for ZPH as
people using airlines as a mode of transport mostly belong to the upper-middle class families.
Advertisement inside 1st class compartment of local trains
Sponsor Marathons as Nutrition Partner
List of sponsors for the Standard Chartered Mumbai Marathon 2016
Advertising in Health and Fitness Magazines
Feature in famous Heath Blogs Put That Cheese Burger Down! The Picky Eater Credihealth Blog | The Healthcare Answer Health | Forbes India Blog Indian Healthcare Blog | Indian Healthcare System The Healthy Indian Diet – Blog MissFit | Indian Health and Fitness Blog LiveHealthClub.com Bodybuilding.com Sues Nutrition Buzz Health Beckon
Simple Marketing Hacks
Our efforts will be successful only when we see a picture like this but with Zandu Pure Honey
occupying the entire shelf of the retail stores.
