brand positioning statement of zandu pure honey (zph)

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 QualityZandu 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

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 Cost100g 75250g 165500g 270

PROS AND CONS OF ZPH

MAJOR COMPETITORS

BRAND POSITIONING STATEMENT

To Urban, Health Conscious, Middle and Upper-Middle class customers, Zandu Pure Honey is a brand in the branded honey segment that focuses on manufacturing the purest form of honey with zero added sugar because we believe that every customer must have the access to honey that is pure, healthy and safe.

Brand Character•Urban Customers•Middle and Upper-Middle Income Customers•Health and Quality Conscious