Haldiram[1]

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haldiram's comparative study

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Haldiram[1]

  1. 1. BY; <br />NISHA SONEJA<br />
  2. 2. Introduction <br />Started as small time sweet shop in Bikaner in 1937<br />First company in India to Brand “Namkeen”<br />The first company to offer traditional Indian snack food<br />First mover advantage-branded namkeen and technology in packaging<br /> in India present in more then 50 cities<br />Has grown from a small sweet shop to international chain. <br />
  3. 3. Evaluation <br />Early 90s- split of 3 units<br />1992-manufacturing unit with retail<br />1995- restaurant in Delhi<br />1997- Separate unit for namkeen<br />1999- started operating as separate entity competing among themselves for market share<br />2000- international market<br />Over a period of time the haldiram’s group has emerged as a household name for ready-to-eat snack in India.<br />
  4. 4. TREND SETTER<br />It was the first company to brand “Namkeen”<br />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<br />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<br />
  5. 5. Strength as a brand<br />First mover advantage<br />Product quality and hygiene<br />Value for money product<br />Rich culture heritage-exchange of gifts<br />Hoardings for promotion<br />For all age group<br />
  6. 6. PRODUCTS OFFERED BY HALDIRAM<br />NAMKEEN (60%)<br />SWEETS<br />SHARBAT<br />BAKERY ITEMS<br />DAIRY PRODUCTS<br />PAPAD<br />ICE-CREAM<br />
  7. 7. PRODUCT PORTFOLIO OF Haldiram<br />
  8. 8. PRICE RANGE OF NAMKEEN OFFERED BY HALDIRAM<br />Price(in Rs)<br />Pack weight<br />5<br />10<br />18-25<br />40-70<br />95-200<br />30 gm<br />85 gm<br />180-250gms<br />400-500gms<br />1kg<br />
  9. 9. Major Competitors <br />FRITO LAY<br /><ul><li>LAYS
  10. 10. KURKURE
  11. 11. LAHER NAMKEEN
  12. 12. CHEETOS
  13. 13. UNCLE CHIPS</li></ul>ITC<br /><ul><li>BINGO</li></ul>PARLE SNACKS<br /><ul><li>SMART CHIPS
  14. 14. CHEESLINGS
  15. 15. MUSST BITES
  16. 16. HIPPO</li></ul>UNORGANISED MARKET<br />
  17. 17. MARKET SHARE<br />
  18. 18. PRICING STRATEGY OF HALDIRAM<br />Haldiram's offered its products at competitive prices in order to penetratethe huge unorganized market of namkeens and sweets.<br />The company's pricing strategy took into consideration the price conscious nature of consumers in India.<br />Haldiram's launched namkeens in small packets of 30 grams, priced as low as Rs.5.<br />The company also launched namkeens in five different packs with prices varying according to their weights .<br />
  19. 19. STRATEGY OF THIER COMPETITORS<br />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.<br />The pricing strategy of lays is consistent with other comprtingplayes<br />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<br />Recently fritolay launched a Rs.3 SKU for its Kurkure brand in bid to compete more aggressively.<br />Initial pricing of ITC bingo is a direct frontal attack on Frito Lays with pricing of Rs 5, 10 and <br />20. <br />•.<br />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<br />
  20. 20. STREGNTH <br />STRONG BRAND<br />PACKAGING<br />INNOVATIVE THINKING<br />GEOGRAPHICAL UNDERSTANDING OF THE MARKET<br />WEAKNESS:<br />TOO MUCH STRESS ON TRADITIONAL INDIAN ITEMS<br />PRODUCT PROMOTION<br />INTERNAL RIVALRY<br />LIMITED NO. OF OUTLETS<br />SWOT<br />THREATS<br />UNORGANISED MARKET PLAYERS<br />ORGANISED COMPETITORS<br />FAMILY DISPUTES<br />SPURIOUS PRODUCT<br />OPPORTUNITIES S<br /> EXPANSION OF OUTLETS IN CLASS 2 CITIE <br />HOME DELIVERY<br />YOUTH ORIENTED PRODUCT PROMOTION<br />FOREIGN MARKET<br />
  21. 21. FUTURE EXPANSIONS<br />To increase export<br />To increase the existing strong distribution network.<br />To come up with IPO to fund its diversification and expansion plan.<br />To launch egg-less bakery items.<br />
  22. 22. THANK YOU<br />

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