Wednesday, August 11, 2010
I was just talking to them and trying to know their observations and opinions about Adi Avshadhi and its future. I got to know few interesting things:
-They want to expand the business but don't know how to. They are trying few things like they convinced a doctor to try their medicines and and make a case study. They go to different Government fairs and try to tie up with other organizations.
-They are very well aware that if they get a new good packaging than sale can get better.
-They guarantee that these medicines are genuine and very effective if taken proper dosage. Though they want to make it a fine powder and improve its quality, but for that they need a machine which they cant afford at this point of time.
-As of now they have color coded the label for themselves because lot of them can't read or write so color coding helps in recognizing which color is for what medicine. I would like to take this idea forward in the packaging design that I'll do for them.
-In fairs mostly aged people buy their products. Most products sold were for Acidity, Kidney stone and Arthritis.
-Since Ramsinghbhai can check the nerves and analyze disease they do free check up at fairs. Even youngsters get it done but they do not believe in the results.
-They want plastic bottles for herbal powders since plastic pouches once opened can't be sealed again and that causes moisture to penetrate and spoil the powder. Also because plastic bottles look good.
They even invited me to come to a fair with them which is held in Rajkot on 30th Aug so that I get a clear picture of how they work and what attitude do people have towards Adi Avshadhi.
Panel Members: Kumkum, Dharma, Jyothsna
-while building brand strategy and identity ideas I need to keep in mind, what is the
differentiator between aadi avshadhi and other brands.
-need to get clear about target audience since that would help build brand strategy and
understand consumer psychology.
-look for more packaging materials which are more traditional since that would help keep the
local and pure feel to the product.
-need to keep in mind that Indian consumer always looks for value for money.
-find more kind of paper packaging.
-next meeting on 19th aug at 3 pm. Have to show brand strategy and identity ideas.
Why consumer behavior?
The very existence of organizations/business companies is due to the existence of consumers. If there are no consumers or less than required for a business to run, there is no need to run a business. Or otherwise it will go to loss. Consumer behavior is a very vast topic as it directly influences the performance of businesses. Most of the times companies commence market/customer/consumer analysis to get the trends in market. We may refer psychographical segmentation, geographical segmentation and behavioral segmentation. After getting ample knowledge about the consumer behavior the business executives, market analysts and entrepreneurs may manage their business operations and priorities accordingly.
Few observations done by me on consumer behavior:
-it is good to have a bigger package than required since consumer tends to think that bigger the bottle, more the quantity.
-people would prefer a plastic bottle over a plastic pouch since they are reusable.
-people tend to buy a product if recommended by a friend or family member.
-people look for products that have discount or freebies
-Indian consumers always thinks of value for money
-consumers mostly compare prices of similar products
A customer’s want has to be identified and his expectations must be matched with the other economic and social factors so that their product is receptive.
It’s just that they want the product to be flexible and adaptable to their needs and preferences.
Does consumers' selection of retail outlets depend on the brands available or is it the retail outlet first and the brand next?
There are three fundamental patterns which a consumer can follow and they could be:
(I) Brand first, retail outlet second
(ii) Retail outlet first, brand second
(iii) Brand and retail outlet simultaneously
Reference: thehindubusinessline.com, blurtit.com
Brief analysis of various companies which make herbal products:
-have a leaf in some or the other form
-Green is the most common color
-feel is very organic
-very safe not at all funky or jazzy-mostly san serif fonts of different thickness are used
I conducted a survey which would help me take a few decisions for branding and packaging. I went to malls, colleges and parks for survey so that I can cover a larger audience from college students to retired professionals. The purpose behind choosing this form of survey and not phone or e-mail survey was that I can personally meet people and talk to them if they are comfortable and know their views. I had some good experiences where old people would share few things and some bad were I was thrown out of a mall!
I met a 62 yr old pharmacist who believes in allopathy. While filing the form the color he associated with herbal medicine was pink and I asked him the reason behind it, he said that if its white it will become pale and eventually yellowish so pink is a good option.
I met an MBA student who picked out few mistakes in the survey form and helped me revise it.
I met a self made homeopathy adviser (she wouldn't like to call herself doctor since she has not studied medicine but is superbly well read and highly knowledgeable) who told me the difference between allopathy, homeopathy and herbal medicines.
And I had a lot of other experiences too. After the survey, I analyzed it and made few conclusions.
Most preferred packaging material- eco friendly paper and plastic pouch
Most preferred packaging: see through
Colors most associated with herbal products- green,brown
Words most associated with herbal products-safe, natural, organic
Herbal products most used for: beautification
Most people would like to know the process
Most people prefer branded products