Honey Case

Case study-11

HONEY

Market: 8,000 tones a year.Unorganised players dominate Dabur put branded honey in glass jars more than a decade ago.

The only competitor was Khadi Gramodyog. Market Share:10pc.

Others 4pc

Uses: Therapy for cough

Skin Conditioner

Base for ayurvedic medicines

1980's Regional Brand appeared

1991 National level advertising

Platform:purity

Objective: To reach consumers in towns with population above 1Lac.There will be trickle down effect later.

Growth:20pc a year

Lipton and Nestle market honey abroad and are likely to enter India.

Potential: If honey could be sold as a tasty breakfast table food

additive

1994 Enterprise was given account

Ad spend only a trifle Rs 10-15 lacs a year

Honey remains hidden till it is needed for therapy

Brand personality: Dull and traditional

Health: an important attribute

Product's taste: it is also important

Target: Mothers concerned with health as well as diet

Repositioning Campaign: 3 ads

Tasty, nutritive health food

TV commercials to put forth sensory appeal.

Use on the dining table

Magazine ads to give tips to housewifes to use only with a lots of eatables.

Ad spend upgraded to Rs 50 lacs(1994-1995)

Sponsored reciepe and food sections in magazines

Packages:500gm jar (Rs. 71)

Smaller ones

Package copy on food values

PoP's incentive schemes.

Brand sales: Rs 12 crores

ISSUES:

A. Discuss how traditional products can be marketed on modern lines

B. What should be the advertising strategy to promote honey?