This presentation tells us about the History, Competition and Brand Positioning Statement of Zandu Pure Honey

2. 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 Quality
Zandu 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

3. 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 Cost
100g 75
250g 165
500g 270

4. PROS AND CONS OF ZPH

6. MAJOR COMPETITORS

7. 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