Q1:

The dry fruit market in India had been experiencing steady growth due to factors such as increasing
health consciousness, rising disposable incomes, and changing dietary preferences.

Consumers were increasingly incorporating dry fruits into their daily diets, considering them as
healthy snacks and ingredients for various culinary preparations.

Almonds are one of the most consumed dry fruits in India. The pricing of almonds can vary
depending on factors such as the type (regular or premium), quality (imported or domestic), and
packaging. Prices ranged from approximately INR 800 to INR 1200 per kilogram for standard
almonds. The Profit Margin on these are 40%.

Cashews are another favourite dry fruit in India. The pricing of cashews can vary based on factors
like grade (W180, W240, W320, etc.), origin (domestic or imported), and packaging. Cashew prices
ranged from INR 1,100 to INR 1,250 per kilogram. The Profit Margin on these were ranging from 20%
to around 45% depending on the Range.

Pistachios are often considered a premium dry fruit. The price of pistachios can vary widely based
on factors like size, quality, and origin. Pistachio prices ranged from INR 2,800 to INR 3,000 per
kilogram. The profit margin on these were around 35%.

Walnuts are known for their health benefits and versatility in cooking and baking. Pricing for
walnuts depends on factors like size, quality, and origin. Walnut prices ranged from INR 1,800 to INR
2,000 per kilogram. The Profit Margin was around 25% on these.

Raisins are commonly used in Indian sweets and desserts. The pricing of raisins can vary based on
the type (black or golden), size, and quality. Raisin prices ranged from INR 450 to INR 600 per
kilogram. The Profit Margin on these were around 20%.
Q2:

Hygiene and Health Messaging: Both Savlon and Lifebuoy have consistently focused their marketing
on the importance of hand hygiene and health. They often emphasize the role their products play in
preventing the spread of diseases and maintaining cleanliness.

Lifebuoy has its own message saying

1) “Lifebuoy hand wash - kills 99.9% germs in just 10 seconds”

2) “ TERA SAABUN SLOW HAI KYA “ = IS YOUR SOAP SLOW

Savlon has its own message saying

1) “Savlon Handwash provides 99.9% germ protection and makes your hands soft”

2) “Khayaal rakhne vaale haathon ka rakhe khayaal”

Product Range: Both brands offer a range of hygiene and personal care products, including soaps,
hand sanitizers, and antiseptic liquids. Their marketing strategies often involve promoting these
products as part of a comprehensive hygiene routine.

Innovation and New Product Launches: Both companies invest in research and development to
introduce new and innovative products to the market. They often use marketing campaigns to
showcase these innovations and their benefits.

Celebrity Endorsements: Brands in this category frequently use celebrities and healthcare
professionals in their advertising to build trust and credibility. These endorsements highlight the
effectiveness and safety of their products.

Savlon and Lifebuoy have launched educational campaigns that provide information on proper
handwashing techniques, the importance of regular handwashing, and the benefits of using their
products.

Competitive Pricing and Promotions: Pricing and promotional strategies are common in the
consumer goods industry. Both brands may run promotions, discounts, or special offers to attract
customers and gain a competitive edge.

Digital Marketing: In recent years, digital marketing has played a significant role in reaching a wider
audience. Both Savlon and Lifebuoy have used social media, online advertising, and influencer
marketing to connect with consumers.
Q3) HIH HI

The work examines the continuing and permanent transformation in the Indian consumer market,
focusing on the 'health, immunity, and hygiene' (HIH) category. It highlights that these changes are
here to stay as a result of long-term shifts in consumer behavior, such as frequent handwashing and
a greater emphasis on hygiene. The HIH market is separated into sub-categories, which include
vegetable and fruit wash, disinfectants, and hand sanitizers, all of which are predicted to increase
rapidly. The adoption of HIH practices in numerous industries, including hospitality, is also
mentioned in the book.

The author attributed the rise in the HIH segment to the pandemic's long-term impact, as well as
concerns about sanitation and pollution. Marketers are recommended to capitalize on this
opportunity for HIH products by improving branding, marketing, and distribution strategies. The
work examines the continuing and permanent transformation in the Indian consumer market,
focusing on the 'health, immunity, and hygiene' (HIH) category. It highlights that these changes are
here to stay as a result of long-term shifts in consumer behavior, such as frequent handwashing and
a greater emphasis on hygiene. The HIH market is separated into sub-categories, which include
vegetable and fruit wash, disinfectants, and hand sanitizers, all of which are predicted to increase
rapidly. The adoption of HIH practices in numerous industries, including hospitality, is also
mentioned in the book.

The author attributed the rise in the HIH segment to the pandemic's long-term impact, as well as
concerns about sanitation and pollution. Marketers are recommended to capitalize on this
opportunity for HIH products by improving branding, marketing, and distribution strategies.

Q4) Brand Built Over Years…..

There is a big change in consumer behaviour from 2003 to 2005. In this period, they became more
price sensitive. Also, there is a focus from brands in sheet term sales, which in addition to change in
consumer behaviour, have big impact on the brand market. Author shows with example of Nike
company that sheet term strategies such as promotions are not effective, on the other hand, long
term strategies such as advertising and product development are very effective. Author of the article
suggests that there should be change in the mentality of senior management about the product.
Senior management should focus more on advertising rather than short term strategies such as
promotions. Considering the increased competition in the market, long term strategy is important
according to the author of the article.

The research shows that short term sales data often leads to a focus on short term marketing
productivity and neglects the long term effects for brands. Instead, it’s important to look at long
term brand health through a holistic lens. By combining sales data with quantitative and price
premium data , brands can better understand the true impact of their marketing strategies over
time. It highlights a common problem in the world of business: short-term thinking , driven by the
need for quick results . While quick promotions and discounts may increase sales in the short term,
they can damage a brand’s value and deter consumers from paying premium prices in the long term.
There is a case to be made for moving your brand health focus to the long term. Brands are assets,
and they need to be built over time. Developing a strong brand name requires years of hard work
and engagement with your customers. If you don’t, you risk losing your brand value and losing your
customer’s loyalty. The article makes it clear that marketing strategies should be evaluated over a
long period of time, not just based on sales spikes in the short term .

It's important to think about how these decisions affect your brand's reputation, how loyal your
customers are, and how profitable your business is in the long run. In today's dynamic business
world it can be easy to get caught up in quarterly results. But that short-term thinking can cause
your brand to suffer and your business to not be able to keep up with changing trends and customer
needs. To sum up, the info we've gathered gives us a good idea of how to balance the short-term
with the long-term . Companies should think about how long their brands will last and focus on
strategies that help their brand stay healthy, even if that means sacrificing short-term profits