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Haldiram[1]

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haldiram's comparative study

haldiram's comparative study


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  • 1. BY;
    NISHA SONEJA
  • 2. Introduction
    Started as small time sweet shop in Bikaner in 1937
    First company in India to Brand “Namkeen”
    The first company to offer traditional Indian snack food
    First mover advantage-branded namkeen and technology in packaging
    in India present in more then 50 cities
    Has grown from a small sweet shop to international chain.
  • 3. Evaluation
    Early 90s- split of 3 units
    1992-manufacturing unit with retail
    1995- restaurant in Delhi
    1997- Separate unit for namkeen
    1999- started operating as separate entity competing among themselves for market share
    2000- international market
    Over a period of time the haldiram’s group has emerged as a household name for ready-to-eat snack in India.
  • 4. TREND SETTER
    It was the first company to brand “Namkeen”
    was also one of the first companies in India to open a restaurant in New Delhi offering traditional Indian snack food items such as "panipuri," "chatpapri," and so on, which catered to the needs of hygiene conscious non-resident Indians and other foreign customers
    The group also pioneered new ways of packaging namkeens Its packaging techniques increased the shelf life of namkeens from less than a week to more than six months
  • 5. Strength as a brand
    First mover advantage
    Product quality and hygiene
    Value for money product
    Rich culture heritage-exchange of gifts
    Hoardings for promotion
    For all age group
  • 6. PRODUCTS OFFERED BY HALDIRAM
    NAMKEEN (60%)
    SWEETS
    SHARBAT
    BAKERY ITEMS
    DAIRY PRODUCTS
    PAPAD
    ICE-CREAM
  • 7. PRODUCT PORTFOLIO OF Haldiram
  • 8. PRICE RANGE OF NAMKEEN OFFERED BY HALDIRAM
    Price(in Rs)
    Pack weight
    5
    10
    18-25
    40-70
    95-200
    30 gm
    85 gm
    180-250gms
    400-500gms
    1kg
  • 9. Major Competitors
    FRITO LAY
    ITC
    • BINGO
    PARLE SNACKS
    UNORGANISED MARKET
  • 17. MARKET SHARE
  • 18. PRICING STRATEGY OF HALDIRAM
    Haldiram's offered its products at competitive prices in order to penetratethe huge unorganized market of namkeens and sweets.
    The company's pricing strategy took into consideration the price conscious nature of consumers in India.
    Haldiram's launched namkeens in small packets of 30 grams, priced as low as Rs.5.
    The company also launched namkeens in five different packs with prices varying according to their weights .
  • 19. STRATEGY OF THIER COMPETITORS
    As this market is drivin by high impulsive buyers of snack food,thete is a very little dichotomy in the pricing strategy of all major players.
    The pricing strategy of lays is consistent with other comprtingplayes
    Lays and Kurkure,the two popular choices comes in different SKU’s priced at Rs.5, Rs.10, Rs.20 similar to bingo and haldiram
    Recently fritolay launched a Rs.3 SKU for its Kurkure brand in bid to compete more aggressively.
    Initial pricing of ITC bingo is a direct frontal attack on Frito Lays with pricing of Rs 5, 10 and
    20.
    •.
    Frito Lays has launched small packs of Rs 3 each. It needs to be seen whether ITC can leverage upon its huge distribution network to counter this
  • 20. STREGNTH
    STRONG BRAND
    PACKAGING
    INNOVATIVE THINKING
    GEOGRAPHICAL UNDERSTANDING OF THE MARKET
    WEAKNESS:
    TOO MUCH STRESS ON TRADITIONAL INDIAN ITEMS
    PRODUCT PROMOTION
    INTERNAL RIVALRY
    LIMITED NO. OF OUTLETS
    SWOT
    THREATS
    UNORGANISED MARKET PLAYERS
    ORGANISED COMPETITORS
    FAMILY DISPUTES
    SPURIOUS PRODUCT
    OPPORTUNITIES S
    EXPANSION OF OUTLETS IN CLASS 2 CITIE
    HOME DELIVERY
    YOUTH ORIENTED PRODUCT PROMOTION
    FOREIGN MARKET
  • 21. FUTURE EXPANSIONS
    To increase export
    To increase the existing strong distribution network.
    To come up with IPO to fund its diversification and expansion plan.
    To launch egg-less bakery items.
  • 22. THANK YOU