Emami

1Submitted byGanesh Kumar.STrade survey to gain in-depth understanding of placement, off take, pricing, trade promotions, visibility & branding initiatives of competitor brands in the honey category.Consumer survey to understand the current usage behaviour, benefit expectations and purchase behaviour of honey consumers.2Trade survey to gain in-depth understanding of placement, off take, pricing, trade promotions, visibility & branding initiatives of competitor brands in the honey category.The survey was conducted in and around Tamil Nadu and covered mostly Chennai, Pondicherry and Coimbatore.

The total sample size is 400.

Random sampling was followed.

In the analysis, either percentage or total number of retailer who preferred a particular attribute is denoted in the analysis.

The survey was conducted via questionnaire type of data collection method.

3Consumer survey to understand the current usage behaviour, benefit expectations and purchase behaviour of honey consumers.`

The survey was conducted mostly in Chennai, Pondicherry and Coimbatore.

The total sample size is 25.

In the analysis, there was clause that only consumer who have used honey before will be taking part in the survey.

The survey was conducted via questionnaire type.

Every question that was answered is represented in graphical form and representing the group either in the sample size or in percentage.

4Market Size of Indian Food Sector (INR 000 cr)Source: http://www.cseindia.org/userfiles/food_safety-march12/Prakash_kejriwal.pdfKey sectors of Indian food industrySource:http://www.sadctrade.org/files/Honey%20Trade%20Information%20Brief.pdfConvenience Foods- Percentage Break-upSource:http://www.technopak.com/files/India%E2%80%99s_Food_Sector.pdfFood industry in IndiaFood processing activities are classified as1.Commodity-based processing that includes primary processing of commodities like sugar, wheat,rice,spices etc 2.Value-added processing includes secondary and tertiary processing as done for bakery items ,honey ,milk products ,RTE(Ready to eat), RTC(Ready to cook), etc. This sector is experiencing a faster growth at a CAGR of 10%.

5What is honey?What is honey?

A thick, golden liquid formed by industrious bees,honeyis prepared using the nectar of flowering plants and is banked within the beehive for eating for the period of times of dearth. Honey's color, taste, aroma and texture diverge very much depending on the kind of flower a bee recurrent. Clover honey, for example, varies very much from the honey produced from bees that regular a lavender field.

Standards used in different countries

EU standardsUS FDASASO (SAUDI ARABIAN STANDARDS ORGANIZATION)CODEX / BISFSSAI (INDIA)

Micro benefits of honeyTaste Constantly verifies that one does not have to negotiate on flavour for wellbeing. Whether used as a condiment or an ingredient, honey improves the savour of food, not including any appended fault.Healing Honey is an exceptional accepted antibiotic. From being a likely medication for several ordinary and not so habitual ailments to being an immunity builder, honey has it all.Health Honey is a complete balanced food. Rich in Natural Minerals, Vitamins and EnzymesBeauty - Honey is antimicrobial and also a normal resource of moisturizing ones skin.Energy - Honey is a affluent supply of carbohydrates, suggested by various dieticians to supply ones muscles with the stimulant of energy that they need.

6Honey market size in IndiaSize of domestic and export market of honey, Organized market share of honey in IndiaHoney market salience in IndiaOrganized Vs Unorganized sector of honey 7Major competitors for honeyFactors driving the increase in sales of honeyLow Per Capita Consumption indicating huge opportunity.Dabur LionPrakruthiCapilano American greenTake care honeyReliance health Siddha sasthiriya honeyNectar Fresh honey Nature pure honeySpencer honeyHerbal valley honey Crown honeyKashmir white honeyFeasters honeyBlossom honey Pronature OrganicLune de mielNuclear familiesChange in food habitsChange in lifestyles Growing Disposable incomesGreater number of working womenHoney market growth drivers in India

8More about honey brandsDABURLIONPRAKRUTHI

QuantityPriceMfg Date20 gmsRs.1502/1550gmsRs.3602/15100gmsRs.5601/15250gmsRs.12002/15400gmsRs.19001/15500gmsRs.19601/151000gmsRs.38003/15QuantityPriceMfg Date 25 gmsRs.15 Nov 2014100gmsRs.4515 Apr 2015250gmsRs.15415 Apr 2015500gmsRs.17224 Mar 20151000+500 gmsRs.42616 Feb 2015QuantityPriceMfg Date1000 gmsRs.240Jan 2015250 gmsRs.94Jan 2015100 gmsRs.48Jan 20159More about honey brandsFEASTERSHERBAL VALLEY HONEYNECTAR FRESH

QuantityPriceMfg Date500 gmsRs.165Feb 2015250 gmsRs.99Feb 2015100 gmsRs.48Feb 2015QuantityPriceMfg Date300 gmsRs.145Mar 2015QuantityPriceMfg Date500 gmsRs.165Feb 2015250 gmsRs.105Feb 201510More about honey brandsCAPILANORELIANCE HEALTHY LIFESIDDHA HONEY

QuantityPriceMfg Date500 gmsRs.44911-03-2015QuantityPriceMfg Date500 gmsRs.175Mar 2015QuantityPriceMfg Date500 gmsRs.229Jan 2015250 gmsRs.124Jan 2015100 gmsRs.55Jan 201511More about honey brandsTAKE CARE HONEYAMERICAN GREEN HONEYNature pure honey

QuantityPriceMfg Date1000 gmsRs.385Apr 2015500 gmsRs.205Apr 2015250 gmsRs.130Apr 2015QuantityPriceMfg Date375 gmsRs.250Apr 2015QuantityPriceMfg Date500 gmsRs.140Feb 2015

12More about honey brandsPRONATURE ORGANICKASHMIR WHITE HONEYLUNE DE MEILQuantityPriceMfg Date250 gmsRs.1689 th Mar 2015500 gmsRs.2809 th Feb 2015 QuantityPriceMfg Date400 gmsRs.275Jan 2015QuantityPriceMfg Date500 gmsRs.295Jan 2015

13

UMFQuantityPriceMfg Date Brand20+ UMF250 gmsRs.4100Jan 2015Api health20+ UMF500 gmsRs.6900Jan 2015Api health15+ UMF250 gmsRs.3700Jan 2015Api health15+ UMF500 gmsRs.5600Jan 2015Api health16+ UMF500 gmsRs.5100Jan 2015Wedder spoonMore about honey brands- Manuka Honey

14Characteristics of honey15Recommendation on the characteristics of honey SmellTextureTasteThere should not any pungent smell. Honey should be opaque and when it is heated, honey should form a finer crystals.The honey should leave a pure nectar taste in the tongue. After- tasteMouth-feelColourHoney should not have bitter taste after having honey.The texture should not be very sticky. Honey should be free flowing and not so free flowing.Honey should carry a dark colour which conveys that it is strong in taste too.16Price range of various honey brands17Pricing of various SKUs of honey brands BrandSKUMfg. Date PriceDistribution MarginRetailer MarginPrimary marginSecondary MarginCustomer offer DABUR20 gms Jan 15 Rs.152%14%8% - 10%NANADABUR50 gms Feb 15 Rs.372%14%8% - 10%NANADABUR100 gms Jan 15 Rs.592%14%8% - 10%NANADABUR250 gms Feb 15 Rs.1202%14%8% - 10%NAPlastic container freeDABUR400 gms Jan 15 Rs.1902%14%8% - 10%NANADABUR500 gms Jan 15 Rs.1992%14%8% - 10%NAPlastic container freeDABUR 1 kg Mar 15 Rs.3802%14%8% - 10%NAPlastic container free LION 25 gms1ST Nov2014Rs.153%15%9% - 11%NANALION 50 gms5th Apr 2015Rs.283%15%9% - 11%NANALION 100 gms10th Apr 2015Rs.453%15%9% - 11%NANALION 250 gms15th Apr 2015Rs.1543%15%9% - 11%NAOne on one freeLION 500 gms26th Mar 2015Rs.1723%15%9% - 11%NANALION 1 kg1st Apr 2015Rs.3223%15%9% - 11%NANALION1500 gms16th Feb 2015Rs 4263%15%9% - 11%NANACAPILANO500 gms11TH Mar2015 Rs.449 NA15%NANANA18Advertisements of honey brandsEmami should follow PUSH strategy rather than PULL strategyLion honey ad on providing good healthAdvertisements of Dabur using honey for moisturizing skin ,Dabur honey ad on using honey to stay fit and young

19Retail outlets that stocked honeyDoes customer prefer a particular brand of honey?If customer not sure of the brand of honey, then how do they buy?Trade survey to gain in-depth understanding of placement, off take, pricing, trade promotions, visibility & branding initiatives of competitor brands in the honey category.Composition of honey brands available in market20Do retailers sell unbranded/local honey?Do customer buys unbranded honey?Reasons for selling unbranded honeyRetailers are given higher margin.There is no fixed price for unbranded honey, so retailers can decide the price to be sold.There is less pressure to make the payment for the orders being purchased from unbranded product vendors.There are customers who prefer only those honey.

Reasons to buy unbranded honeyThese products are generic and also priced less than branded honey.Honey can be bought in different size according to the requirements.Local honey tastes better and it seems to be pure than branded honey.Reputation is considered by some local brands, so their honey is good.

Trade survey to gain in-depth understanding of placement, off take, pricing, trade promotions, visibility & branding initiatives of competitor brands in the honey category.21Does retailers sell throughout the year?The brand of honey which is sold a lot Criteria on which customers buy honey areThe SKU which sells lotTrade survey to gain in-depth understanding of placement, off take, pricing, trade promotions, visibility & branding initiatives of competitor brands in the honey category.22What is good health according to customers? Good health means not only refraining from medicinal consumption but also the proper intake of required calories and burning the rest to maintain the synergy of the bodyWhen a man can do his day-to-day activities for up to 60 years of his age without others' support.

Being able to perform day-to-day activities without any discomfortWhen you are physically and mentally fit

A good health means real happiness, that make us calm throughout our life

Good health means fit physical and mental status with strong immunity.

23Health benefits of honey- Tightens your body muscles- Kills bacteria- Induces sleep when mixed with milk- Cough Suppressant- Boosts MemoryLemon+honey+water cuts fat.

Weight gain, relief from intestinal disorders, heart problems, diarrhoea and muscle development.Cough cure. Though I have heard that taking honey with a glass of warm water helps.

Dont know particularly but it is good for health ayurvedically.

Low on calories and high on taste.It is naturally made and no other additives are added in it.Natural energy drink and helps to be fit24What do consumers prefer to keep them healthy?Sprouts Vegetables Natural juices Kale & Broccoli Carrots and almonds Protein and green teaFiber containing food Salmon, garlic Wheat germ Egg and milk25Consumers source of awareness about honey by People who consume honey in a family Kids consume honey becauseConsumer survey to understand the current usage behaviour, benefit expectations and purchase behaviour of honey consumers.In a family honey is bought for26While buying honey , consumers looks for The SKU preferred by consumer isConsumer prefer buying honey in Consumer survey to understand the current usage behaviour, benefit expectations and purchase behaviour of honey consumers.Consumer buy27Consumption of honey by adults is forConsumer prefer a particular brand becauseSuggestions for honey brand from consumersConsumer survey to understand the current usage behaviour, benefit expectations and purchase behaviour of honey consumers.How satisfied are consumers with the current brandPurityReliableName and qualityOldest brand and trusted brandNo other good brand available in marketTasteBecause Lion dates syrup is famousEasily availableBecause my family is using it

Economic packs can be implementedA hermetic seal that doesn't allow ants as unwelcome guest is very much required. Probably a rubber sealing might increasing your cost per lid to some extent but might improve the customer satisfaction to a great extent. Probably can market this as USP.Packaging should be done more perfectly.Only suggestion for all of the brands is to maintain the purest form of honey as far as possible.Bring it in sachets too and easy to consume just like pickle or juice.

28Clips from the market

29Clips from the market

30Thanking youTHANK YOUMr.Sayanthan Bose, Senior Brand Manager.ASMs, Emami Chennai.MRs, Emami Chennai.ASMs, Emami Mumbai.MRs, Emami Mumbai.31AppendixMARKET VISIT IN MUMBAIThe main objective about the study was to understand the buying pattern of customers, to study how products are shelved in the retailer shop, to get feedback of customers from retailers, to understand how sales representative perform sales pitch for products and also understand how marketing is performed in each outlets.

This field study covered different areas in Mumbai such as Mulund, Shaher Cargo, Bhayander and some areas in Ghatkopar. The classification of these people were based on specific local needs, price sensitivity and purchasing power

The study covered general trade and as well as modern trade.

The total number of outlets covered were 130.

32AppendixIN-HOUSE TESTING OF HONEY SAMPLESThe in-house testing was to analyse the attributes of three samples

People who have used honey were considered for sampling.

The samples were examined in the basis of following attributes, colour, taste, smell, after-taste, mouth-feel and overall likability.

People were also asked to find if they found those samples pure or not pure.

The total number of respondents was 40.

Then an analysis for those testing was prepared. The analysis provided an output of which was better among the three samples.