Questions: 1. why other brands might not have thought of a similar packaging of honey? What kind of entry barriers Honey twigs may have against its competitors? 2. Which products we consume daily can be repositioned to us through an exciting value proposition?
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1. High Quality as a value proposition :
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.
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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.
Questions:
1. why other brands might not have thought
of a similar packaging of honey? What kind of entry barriers Honey twigs may have
against its competitors?
2. Which products we consume daily can be repositioned to us through an
exciting value proposition?
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