The document analyzes the brand performance of 'Zandu Pure Honey' in Chennai, highlighting its strong competition with established brands like Dabur and the challenges faced in distribution and brand awareness. Despite having a premium positioning and various SKU sizes, ZPH has experienced low brand awareness and stock availability issues, impacting its market presence. Recommendations include rebranding, introducing smaller SKU options, and increasing marketing efforts to enhance purity awareness among consumers.

1. Analysis of Brand Performance of the newly launched
“Zandu Pure Honey” in Chennai Market
Karthik S | 15PGP044

2. Short Shelf Life
Sold quickly and
bought frequently
Strong presence of
unorganised sector
Low margin and
High volume
Purchased with
low involvement
Low Price
FMCG Industry

3. Key Statistics Key Players
Valued at $37
Billion in 2013
Contributes 2.5%
of India’s GDP
Set to Grow by
12% in 2016
FMCG Industry in India
Source : Nielsen

4. Estd. in 1974 by Mr. R. S.
Agarwal and Mr. R. S. Goenka
Part of the Rs.10000 crore
Emami Group with interests in:
Real Estate &
Construction
Edible Oil
Healthcare
Paper Art
Biodiesel
2660 Employees
2000 Frontline Salesforce
2800 Distributors
7 Manufacturing Plants
4 Regional Offices
HQ : Kolkata
Emami Ltd.

5. Emami’s Vision : Making People Healthy & Beautiful, Naturally
Brands of Emami

6. Launched in January 2016
Purest Packaged Honey available in India
Available in 100g, 250g and 500g SKUs
Premium Positioning Adopted (~ 30% higher than Dabur’s MRP)
About Zandu Pure Honey (ZPH)
SKU Size MRP
100 g Rs.75
250 g Rs.165
500 g Rs.270
Price Points Margin Provided to Retailers
18% to 21%
(VPS)

7. Lion Honey
Dabur Honey
Market Leader for Honey in India
(~60% Market Share )*
Available in 50g, 100g, 250g, 400g,
500g and 1kg SKUs
Provides margin of 18% to 20% to
retailers
2nd Highest Market Share in Chennai
Available in 50g, 100g, 250g, 400g and
1kg SKUs
Buy 1 Get 1 Free offer on 250g, 400g and
1 kg SKUs
Key Competitors of ZPH
* Source : Times of India

8. Manufacturing
Plant
Regional Warehouses
(Hyderabad &
Bengaluru)
Chennai Depot Distributors Retail Outlets
VP RSM ASM ASO Market Reps.
Distribution Channel and Sales Hierarchy
Issues encountered in Distribution channel:
 Distributors not receiving enough stocks of products Undercutting

9. Region Areas
Chennai 1 Northern Chennai
Chennai 2 South Chennai
Chennai 3 Western Chennai
Chennai 4 Central Chennai
Distributive divisions of Chennai
Beats Covered for Market Research
Beat – Route followed by a salesman on a
particular day. Every beat is visited once a
week
Total Retailers Surveyed = 292

10. Classification of Outlets
Based on Type of outlet
Medical
Shop
General
Stores
Wholesaler
Supermarket
(SM)
49% 34% 16%
Medical Shop General Store SM
9
34
69
120
60
0
20
40
60
80
100
120
140
A+ A B C D
201
50
35
0 50 100 150 200 250
< 6 KG
6 KG - 15 KG
> 15 KG
Based on Quantity of Honey sold
Based on Class of outlet

11. SKU
Brands
ZPH Dabur Honey Patanjali Lion Honey Others Total
50 g 0 2112 0 1110 195 3417
100 g 268 1462 4 755 125 2614
250 g 133 871 11 728 81 1824
400 g 0 166 0 107 0 273
500 g 29 261 8 71 22 391
1 kg 0 99 9 39 3 141
Total (kg) 74.55 765.45 16.15 430.3 56.5
62
277
3
157
39
BRAND
No.
of
outlets Brands stocked by Retailers
ZPH Dabur Patanjali Lion Honey Others
6%
57%
1%
32%
4%
Brand wise stockage
13%
19%
34%
15%
8%
11%
SKU wise Stockage
50 g
100 g
250 g
500 g
400 g
1 kg

12. 36% of times, customers ask specifically for
Dabur Honey. Strong Brand Preference
exhibited by customers. [Figure 14]
Brand Preference of Customers
Customer Demand
66%
Margins Provided
23%
Presence of Advertisements
10%
Parameters considered by retailers before stocking a Product
[Figure 11]
Awareness Levels of ZPH
51%
Aware
49%
Unaware

13. 1st Preferences : Overall vs
outlets that stock ZPH
ZPH vs Dabur :
Based on Type of outlet

14. Places of Buying Honey [Figure 23]
Sample Size= 174
Consumer Survey Analysis
Medical Shop
7 %
General
Stores
36 %
Wholesaler
Supermarket
(SM)
5 %
52 %
Reasons for buying Honey -
Highest to Lowest
[Figure 24]
Overall Nutritional Value
Cough Remedy
Sweetness
Rich source of Energy
Weight Loss
Cosmetic use
Awareness Level of ZPH
23.6 %
Aware
76.4 %
Unaware

15. Brands bought by Customers Parameters considered before
buying Honey
Consumption Frequency of Honey
Purity Price
Brand Name Taste
Presence of Ads
Packaging
Attractive Offers
Always
[Daily]
Very
Often
Sometimes Rarely Never

16. Greater percentage of Females buy
Honey from Supermarkets when
compared to men [Figure 35]
Women consume Honey more frequently
than men, with 20 % of women consuming
Honey daily as against 5 % of men [Figure 42]
People who are unaware of ZPH buy Lion
Honey. People who are aware of ZPH don’t buy
Lion Honey [Figure 38]
71.43 % of Respondents who consider
Brand name as “Extremely Important”
consume Dabur Honey. [Figure 35]
Other Key Findings

17. I. Create a new Brand Name and supress “Zandu”
Way Forward Actions :
 Emami Honey
 Creation of a unique “sub-brand”
 Rebrand it ZPH by supressing “Zandu”
Recommendations

18. II. Introduce 50
g SKU
III. Educate Retailers and
customers about the
purity of ZPH
IV. Ensure
availability of ZPH
 Purity is the USP of ZPH
 Placement in Retail outlets
depended entirely on MR. So,
educate MRs about purity of ZPH
 Customers give maximum emphasis
to purity while buying Honey [Figure
26]
 Educate customers about ZPH
through appropriate Market
Communication
 50 g SKU – Fastest
moving among all SKUs
[Figure 16]
 Due to high price of
ZPH, customers will
tend to try it in small
quantities
 Presence of 50 g SKU
of ZPH boost sales and
popularity of ZPH
 Distributors didn’t
receive enough stock
of ZPH from mid-Feb to
mid-April
 Caused some of the
Retailers to forget
about ZPH
 Few retailers asked for
ZPH but stock was not
available

19. V. Provide Display Options
 Display Options were provided in January, but soon discontinued
 Will help to increase awareness of ZPH (Current level – 25%)
 Display options near billing counters will induce impulse buying
Sample Display Scheme

20. T H A N K
Y O U