1. HighQualityasavalueproposition:
Paras took on himself to ensure quality becomes a top differentiator and a value proposition to its customers. They started working closely with beekeepers in the Himachali region around the Himalayan foothills and in Muzaffarpur, where they encourage ethical beekeeping. Ethical beekeeping is a format where a hundred per cent of the honey is harvested at no point. Only 60% will be taken out of the hives that, or through that process, at any point, 40% will be left back for the bees.
Also, through the exploration and pursuit of pure honey, Paras came across multiflora honey, which is most commonly used as a source of honey. But unfortunately, adulteration happens when a blend of multiflora honey is packaged and sold. Paras ensured that the lab tested the source from which they collected the honey to ensure the promise of purity was kept at every stage. Moreover, while sourcing the honey, the honey twig ensured that it was entirely antibiotic-free.
2. Portability as a Value Proposition :
While researching with these 3000 respondents, one of the biggest revelations is that one of the biggest reasons they are not consuming honey and are consuming sugar is accessibility and availability. Sugar is available everywhere and is well packaged in varying quantities, but that is not the same as honey. Honey is available in jars, which always needs a spoon to be served from. That becomes challenging to carry around. Most sweeteners are required on the go and holding a glass jar and a spoon is as inconvenient as possible. But the moment a similar packaging is provided of honey in the right quantity, the purpose is fulfilled.
Honey could be carried in pockets, bags without the fear of spilling or occupying too much space. Paras invested significant time in identifying the optimal quantity of honey people would prefer to carry. The answer post research and a lot of trial and error with internal testing groups came to be eight grams of honey. The packaging was a transparent, eco-friendly plastic tube through which the users could see the yellow liquid.
3. Mess-Free as a Value Proposition:
One of Paras’ most significant observations was that honey serving was messy. While dipping the spoon in the jar and cleaning was overall a messy affair. He understood the psyche of the consumer and their resistance to honey and the easy reach out sugar. As Paras explains, ‘ Humans are cognitive misers. We are programmed to take a shortcut and do the easier things. Using Honey instead of sugar increases our cognitive load. The steps involved in using honey include an element of mess, whereas sugar doesn’t. This makes us reach out to sugar as compared to honey.’
Paras wanted to solve the problem of Honey serving can be messy. And the value proposition again lay in making it easy to use. The packaging included a simple tear, squeeze and dispose of method. Honey twigs were plastic tubes that could be easily torn off with hands, the honey could be squeezed out and used, and after that, the plastic tube could be easily disposed of. As one tube has eight grams of honey, it was optimal for single use.
This solution was mess-free and created a unique value proposition in the domain of product and product serving. This value proposition was able to create great loyalty amongst its customers.
Case Questions:
1. Identify 3 competitors of HoneyTwigs
2. Illustrate the competitive analysis for at least one competitor.
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