Background of Haldiam‟sStarts from time of British in India in 1937Northern India City of BikanerBikaner is the land of Rajputs-RajasthanAggarwal family established a sweet shopIn 1990s they expanded their family businessUnits established in three citiesKolkata in East,Nagpur in West,Delhi in North
Product Range Traditional Indian sweets & snacks Sold on special occasions like Diwali,Bhai Dooz & Holi
Challenges Haldiram‟s informal split b/w three units they began as distinct entities After the popularization of its “Bhujia”, Aggarwal came to use the name “Haldiram‟s bhujia wala” in 1941 Decade following India‟s Independence Ganga Aggarwal‟s son & grandson aimed to expand their business Calcutta manufacturing units 1970 Mumbai manufacturing units 1990 Restaurant in New Delhi 1995
IssuesHow would they keep the company on a high growth trajectory?How would the company tackle the competition frorm small unorganized players in market?Could Haldiram‟s create and sustain a clear differentiator, that marked it different from these players ?
productsIn summer fruit flavored cold drinks and sharbatsDuring festivals season demand for sweets was highAdd bakery items and dairy productsWide product range (30 varieties of “namkeens”(salty snacks) from one manufacturing unit alone!), customized for local tastesFirst Indian company to brand namkeensHigh quality and hygiene standards
Outside the bordersHaldiram enter in international market year 2000export increase from $ 1.7 million to $ 6 million from year 2001 to till todayOpening f restaurant in abroadAvailable in USA New Zealand srilanka Nepal Canada Uk UAE Australia Thailand Japan
list of productTraditional rang of nimkoVarious kind of sweetsBakery itemsDairy productsPapdIce cream
pricingHaldiram‟s offers its products at competitive prices in order to penetrate the huge unorganized market of namkeens and sweets.The company pricing strategy has taken into consideration the price conscious nature of consumers in India. Haldiram‟s has launched namkeens in small packets of 30 grams, priced as low as Rs. 5. The company also launched namkeens in 5different packs with prices varying according to their weights
pricingThe prices also vary on the basis of the type of namkeens and the raw materials used to manufacture it. The cost of metalized packing also has an impact on the price, especially in the case of snack foods.The company revises the prices of its products upwards only when there is asteep increase in the raw material costs or if additional taxes are imposed
Packaging• packaging is an important aspect of Haldiram‟s product promotion. Since namkeens are impulse purchase items, attractive packaging in different colors influences purchases. Haldiram‟s uses the latest technology to increase the shelf life of its products. While the normal shelf life of a similar product is under a week, the shelf life Haldiram‟s product is about six months.
PackagingPosters highlighting the shelf life of its product s carried the caption „six months on the shelf and six seconds in your mouth‟.During festival season, Haldiram‟s products ar e sold in attractive looking special gift packs
EXPANSION:1: HALDIRAM WAS NOT the kind of company to stay content with what it head already achieved. The restaurant at Nagpur devised an innovative strategy,traveler passing through the Nagpur railway station in ordering food firm areas where the company stockiest are located, the customer could place an order for lunch or dinner by sending a demand draft or check to the
EXPANSION:Likely time arrival of Nagpur ,names of the customer coaches and seat number .The lunch or dinner as than delivered to than when the train arrived at Nagpur.
FOR FURTHER DISCUSSION: INDUSTRY continues to grow by the day, besides the traditional namkeens and sweet Indian consumer are today gifting other items such as chocolate and flowers and on occasion should the company diversify further? Should it start making chocolate? for examples and compete with multinational giant such as Cadbury. Consumer are spoilt for choice e.g. Frito- lay in snacks several player such as
FOR FURTHER DISCUSSION Frito lay in particular in particular is emerging as a major challenger instead of directly competing with haldiram‟s The company launched new product in the Indian market It is also directly taking on haldirams with its nankeen range of product, which are also competitively priced, and its aloo bhujia. the latter player is investing in its kitchen of Indians and its sun feast range
FOR FURTHER DISCUSSION: ANOTHER CHALLENGE IS coming up in the private brand in the modern retailers, such as the future groups (that own the food bazaar chains) it is quite passable that these private launch or expand their range of product that There are also some other irritants, publicity around lacked adequate setting ,parking facilities and like and that their customer service standard was nothing outstanding.
FOR FURTHER DISCUSSION: Another issue is the presence of spurious products. some company claiming to be associates of the original haldiram‟s of Bikaner used the company well recognized brand name in their products. not only did this impact sales but there was also the danger that the lack of quality standard for these me too products impacted the company reputation.