Case study

Presented By,
Gautam Jain Milind C Sahana V S Sidharth A M Vinaykumar C P

Introduction

Honey as a product is very familiar in India and Indians are well aware of its medicinal value. Honey is an integral part of Indian culture and is mentioned in various ayurvedic texts. The Honey Industry is largely untapped with the presence of only regional players and there is lot of scope for market expansion. The trend today is to use natural products like honey as a substitute for health- conscious consumers.

Problem Statement

Neptune Industries Ltd. must reposition honey from an ayurvedic remedy for cough \ cold to a healthy, tasty and nutritional supplement to be used along with food for the entire family.

SWOT Analysis
Strengths:
Strong Dealer Network [U] Established procurement Natural and healthy substitute Medicinal Qualities

Weakness:
Interior market penetration Poor Marketing Dull brand personality Poor consumption Product Awareness

Opportunities:
Untapped markets Great growth potential

Threats:
Regional Players Foreign Competition

Alternatives

The promotion of honey as a nutritional supplement to be used along with breakfast. (Needs to be bought in the food category) Emphasis on quality and purity by using the company reputation. The target market should include housewife and kids. Awareness of the product and the promotion of the product is going to be highly crucial.

Recommendations

Sweet as a brand should be promoted to not just to house wives but also to kids. They can increase the consumption of honey by using it as a topping on cakes, pastries and breakfast cereals It can be used in the preparation of other beverages such as squashes, jellies and flavored drinks. The increase in the consumption can also be done by the way of writing on the bottle for best results use thrice a day for kids and twice a day for adults

There should be a lot of emphasis on the promotional aspects as well as the communication aspect The company associate the brand to a cartoon character (Winnie the Pooh) to connect to kids. The brand sweet needs to be repositioned for both its taste as well as nutritional aspects. Awareness programs should be conducted in schools where in both the parents and the kids are in involved so that they understand the benefits of the product.

Conclusion:

Despite having a high quality product the sale was very low the primary reasons being:- low awareness & addressing the wrong need gap. The company needs to heavily advertise the brand and increase the level of awareness among housewives & kids The communication and promotion should present the brand which is both nutritious and tasty. The brand needs to be address the right the need gap that is shift from the medicinal remedy to a food supplement.

Thank you..