LYCEUM OF THE PHILIPPINES UNIVERSITY

HONEY TWIGS

A Case
Submitted to the Faculty of the
College of International Tourism and Hospitality Management
Lyceum of the Philippines University

In Partial Fulfillment
of the Requirements of the Degree
Bachelor of Science in International Hospitality Management

RENARD JOHN TABURNAL

JOHN KENNETH SOMBILLO
ELLA ONG

March 2024

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COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT
 LYCEUM OF THE PHILIPPINES UNIVERSITY

Overview of the Case

The case study follows the entrepreneurial venture of Jigar and Paras, who
identified an opportunity in the honey market driven by increasing consumer demand for
natural sweeteners amidst health concerns related to sugar consumption. Inspired by their
shared passion for honey and dissatisfaction with its inconvenient packaging and messy
serving methods, they founded Honey Twigs with the goal of making honey more
accessible and user-friendly. Through meticulous research and development, they
devised a value proposition centered on portability, mess-free usage, and
uncompromising quality, enabling Honey Twigs to differentiate itself in a competitive
market dominated by established players. Amidst the backdrop of a growing global
honey market, Honey Twigs emerged as a disruptive force by catering to niche customer
segments, such as health-conscious moms and enthusiasts, while also providing
innovative solutions to businesses seeking to reduce wastage and enhance customer
experience. The case study highlights the importance of market research, innovation, and
strategic positioning in creating a successful venture, offering valuable insights into the
entrepreneurial journey of Jigar and Paras as they navigate the challenges and
opportunities of the honey industry.

Statement of the Article/Paper’s Research Problem

The case study explores how Honey Twigs identified a market opportunity and
developed a unique value proposition to disrupt the honey industry through thoughtful
packaging.

Goals, Purpose, and Significance of the Article/Paper

The article's objectives are to present Jigar and Paras' business experience as they
spot and seize a market opportunity in the honey sector. The article's goal is to highlight
Honey Twigs' creative solutions in order to demonstrate how important it is to address
customer needs through strategic positioning and deliberate product design. The article's
importance also stems from its insights into customer behavior, market dynamics, and the
entrepreneurial process, which provide insightful guidance for both prospective business
leaders and established ones.

Three (3) Major Points of Agreement

1. Honey Twigs' recognition of the market opportunity created by the increasing
demand for natural sweeteners aligns with the growing health consciousness
among consumers.
2. The emphasis on creating a value proposition focused on portability, mess-free
usage, and high quality resonates with consumer preferences for convenience and
health benefits.
3. The validation of demand through extensive customer research and feedback
underscores the importance of understanding customer needs and preferences in
product development.

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COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT
 LYCEUM OF THE PHILIPPINES UNIVERSITY

Three (3) Major Points of Disagreement

1. The viability of Honey Twigs' business model in the long term may be questioned
due to potential challenges in sustaining consumer interest and loyalty beyond the
initial novelty of the product.
2. There might be concerns regarding the scalability of Honey Twigs' operations,
particularly in terms of production capacity, distribution networks, and market
penetration, especially when competing against established players in the honey
industry.
3. Some stakeholders may disagree with the prioritization of convenience and
packaging innovation over traditional aspects of honey quality and sourcing,
arguing that the emphasis on portability and mess-free usage could compromise
the product's authenticity and perceived value among certain consumer segments.

Conclusions
In overall, the Honey Twigs case study highlights the effectiveness of creative
problem-solving and market-driven product development in meeting customer demands.
Jigar and Paras effectively upended the conventional honey business by emphasizing
portability, mess-free packaging, and premium honey. Their capacity to recognize market
niches, verify demand, and shift focus to business-to-business prospects highlights the
flexibility and agility essential to successful entrepreneurship. All things considered, the
tale of Honey Twigs offers motivation for would-be business owners by highlighting the
significance of innovation, market analysis, and customer focus in creating a profitable
enterprise.

Recommendations
• Focus on consumer pain points: Prioritize understanding consumer challenges
and develop solutions that directly address their needs, such as portability and
mess-free packaging.
• Embrace market segmentation: Identify niche segments within the target
market and tailor products to meet their specific preferences, as demonstrated by
Honey Twigs' focus on "Healthy Moms" and "Health Enthusiasts."
• Invest in product validation: Conduct thorough market research and validation
exercises to ensure genuine demand for the proposed solution before committing
significant resources.
• Build strategic partnerships: Collaborate with complementary businesses or
industries to expand market reach, as seen in Honey Twigs' partnerships with
restaurants, catering houses, and airlines.
• Prioritize quality and differentiation: Maintain focus on product quality and
differentiation to stand out in competitive markets and build brand loyalty among
consumers. Honey Twigs' commitment to sourcing high-quality honey and
offering innovative flavors serves as a testament to the importance of
differentiation in crowded markets.

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COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT
 LYCEUM OF THE PHILIPPINES UNIVERSITY

Guide Questions (if there’s any)

1. What is the genesis of the business venture?
The founders, Jigar and Paras, were inspired to create Honey Twigs by their
mutual love of honey and desire to increase its accessibility. Acknowledging the
drawbacks of conventional honey consumption techniques, they set out to develop a
portable and easily navigable substitute.

2. How did Honey Twigs identify the market opportunity?

Honey Twigs saw a need in the market for a mess-free, easy-to-use method of
consuming honey particularly as a more healthful substitute for sugar. Additional
validation of this business opportunity was obtained from prospective clients' feedback
and in-depth market research.

3. Which kind of market would you categorize the honey industry?

The honey market can be classified as a niche market because it comprises
different segments, like traditional honey jars and cutting-edge honey products like
Honey Twigs.

4. What is the Key Problem - The Job to be Done - that Honey Twigs is attempting to
solve?
Honey Twigs aims to solve the inconvenience and mess associated with
traditional honey consumption methods by providing a portable, mess-free, and user-
friendly alternative.

5. From a customer's perspective how would you categorize the problem? – one for
which a solution is good to have / or need to have? If it is the latter, do you think it makes
business sense to go after a product that a customer does not attach critical value to?
The problem Honey Twigs addresses can be categorized as a "need to have" for
customers seeking a convenient and healthier alternative to sugar. Despite not being a
critical necessity, the solution adds significant value to customers' lifestyles, making it a
viable business proposition.

6. How did Honey Twigs validate the demand for their products?
Honey Twigs validated the demand for their products through extensive market
research, including surveys and focus groups, which revealed a strong preference for
portable and mess-free honey consumption options. Additionally, the successful market
penetration and positive customer feedback further validated the demand for their
innovative honey product.
Sources:
https://www.indiaretailing.com/2016/07/12/food/food-grocery/honey-twigs-targets-5000-
stores-over-18-months/
https://www.dnaindia.com/lifestyle/report-honey-twigs-go-big-2090021
https://yourstory.com/2016/04/honey-beekeeping-startups/amp

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COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT
 LYCEUM OF THE PHILIPPINES UNIVERSITY

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COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT