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Pjoject on product to marketing


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  • 1. Project on marketing Submitted to:- Kamaljit sodi mam Submitted By:- Lokesh kumar sharma Kirti bhuddi Prachi priya
  • 2. EVOLUTION 1937 – Bikaner 3 units till 90s – Kolkatta, Nagpur & New Delhi. First Mover Advantage – Branded Namkeens & Technology in Packing. Traditional Indian Food – Hygiene & Quality Competitors – Unorganized market, Frito Lays India, SM foods, Bakemans, etc.
  • 3. EVOLUTION Early 90s – Split of 3 Units 1992 – Manufacturing Unit with Retail Outlet 1995 – Restaurant in Delhi 1997 – Unit for Namkeens 1999 – Started Operating as Separate Entities Competition among themselves for Market Share 2000 – International Markets
  • 4. STRENGTHS AS BRAND First Mover Advantage Product Quality & Hygiene Value for Money Products Rich Cultural Heritage – Exchange of Gifts Strong Distribution Network Hoardings for Promotion For all Age Groups Various Awards of Recognition
  • 5. MARKET STRUCTURE SUBSTITUTE PRODUCTS Potato Chips Biscuits Fast Food & Sweet Shops Popcorns & Peanuts Home Made Preparations SUPPLIERS Farmers Manufacturers Units Other Vendors C&F Agents Distributors Semi Wholesaler Retail Shops & Paanwalas INDUSTRY COMPETITORS Pepsi Foods & Frito Lays Bakeman’s Nathu’s Evergreen’s SM Foods Britannia Unorganised Players POTENTIAL ENTRANTS Existing Industry Competitors Small Regional Players BUYERS Corporate Offices Households Restaurants & Eateries Canteens & Factories
  • 6. RESTAURANT CONTD… SUBSTITUTE PRODUCTS South Indian Food Fast Food Mughlai Food Chinese Food Inter-Continental Food Home Made Preparations SUPPLIERS Farmers Manufacturers Units Packaging Suppliers Other Vendors INDUSTRY COMPETITORS Nathu’s Evergreen’s Bengali Sweets Sagar Ratna McDonalds & Nirulas Yo! China Local Sweet Shops POTENTIAL ENTRANTS Existing Industry Competitors Small Regional Players International Players BUYERS Corporate Offices Families Singles & Couples
  • 7. PRODUCT  Scope – Exhaustive Range of RTE Products  Attributes / Benefits Packaging for longer shelf life & freshness Various price points & reasonable State of art manufacturing technology Easy availability  Quality / Value – Good quality at competitive prices  Uses – Filler between meals For serving to guests
  • 8. BRAND  Users – Gourmets having inclination towards Indian meals  Country of Origin – Bikaner  Organization Associations – Innovative & High quality products  Brand Personality – “Maharaj” known for lip-smacking dishes  Symbol – Written in golden for richness & purity  Brand Customer relationship – Indian taste at anytime  Emotional Benefits – Smart purchase of high quality & hygienic products
  • 9. BRAND IDENTITY SYSTEM Core Identity – Food Quality – Innovative and contemporary packaging with increased shelf life & freshness Food Taste – Traditional Indian taste Innovative – First mover advantage Branding of “Namkeens” New ways of Packaging Introduction of new variants for maintaining a competitive edge
  • 10. BRAND IDENTITY SYSTEM Extended Identity – Brand Personality: Genuine, Experienced, All Indian, Hygienic, Consistent and Trustworthy Basis of Relationship: Vast & enriched experience in traditional Indian food Logo: “Promoting the exquisite taste of India” Heritage: Haldiram’s shares rich parentage and has its roots to locations known for exquisite Indian cuisine
  • 11. BRAND IDENTITY SYSTEM  Value Proposition – Functional Benefits – Taste, Hygiene, Consistent Quality, Best Packaging, Freshness, Extensive Product Range Emotional Benefits – Smart Buyer, Association with Indian Roots Credibility – Makes Ready-To-Eat that are tasty and hygienic
  • 12. BRAND PERSONALITY  “Maharaj” known for lip-smacking dishes  Male of 40 yrs old of middle or upper middle class  A person found of food, jolly, old-fashioned, down-to- earth, honest, wholesome, real and authentic  Image of sincere, experienced, skilled genuine and older brand  Well liked and respected member of the family  High quality & rich parentage
  • 13. POSITIONING To the consumers having inclination towards Indian meals, Haldiram’s offers ready to eat high quality readily available Indian snacks, with excellent packaging which provides increased shelf life to its products.
  • 14. Sales Organization Structure
  • 15. MARKETING MIX ELEMENTS Product – Namkeens (60%), sweets, sharbats, bakery items, dairy products, papad and ice-creams Raw materials : Sourced from all over country Use of technology to upgrade quality Customize its products – Murukkus and ‘Chennai Mixture’ for South Indian customers Nazarana, Panchratan, and ‘Premium’
  • 16. MARKETING MIX ELEMENTS Packaging – Innovative and contemporary (in nitrogen filled pouches) ‘Long life’ and attractive (impulse purchase) Prices – Competitive prices to penetrate the unorganised market Packets of 30gms priced at Rs.5 Prices varies according to weights and type of namkeens and raw materials
  • 17. MARKETING MIX ELEMENTS Distribution – Extensive: 6 lacs outlets for the Delhi and Nagpur Internet marketing for consumers abroad. Brand pull in the market Trade margins range from 27% to 45%, depending on the item.
  • 18. MARKETING MIX ELEMENTS Promotion – Tied with the ‘Profile Advertising’ Attractive posters, brochures,human billboards , rack card and mailers Press and outdoor media, (taste and appetite) Hoardings, signage, POPs and posters to disseminate awareness Punch line for Haldiram’s products is, ‘always in good taste’. : Brand Mantra : Communicated to Employees Mailers sent to loyal customers and important corporate clients Retail outlets of Haldiram’s give importance to POP displays.
  • 19. BRAND EXTENSION Restaurant business to cash in on its brand image in Nagpur and Delhi. Restaurant at Nagpur: Innovative strategy for people travelling by train by sending a DD and provide information Focus on hygiene: Compete effectively with local restaurant chains Encash on POP’s for venturing into RTC Categories with a broader frame of reference
  • 20. HALDIRAM’S ABROAD Exporting to USA, UK, Australia, Middle East & Far East Countries, Germany, Philippines, New Zealand, Nepal, etc. Success over geographical boundaries hygienically prepared Indian cuisine :Opening of restaurants abroad Ethnicity angle in the marketing efforts differentiated Haldiram’s and enabled it to sustain itself from threat of McDonald’s and Pizza Hut.
  • 21. SUPPLY CHAIN OF HALDIRAM’S C&F Agents Manufacturing unit Distributors Retailers Consumers. 50 C&F agents and 1035 distributors in India Retail outlets such as supermarkets, sweet shops, provision stores (Goodwill : Pull strategy : Stockists Compete to hold the brand) Tie up with with delivery time of 48 hours to one week and value added services (personal messages)
  • 22. SWOT Analysis of Haldiram
  • 23. Future Expansion To increase exports. 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.
  • 24. Suggestions Diversifying into new innovative products Increase the no. of outlets Better promotion Home Delivery Explore the possibility of opening the outlets in foreign market Customer service
  • 25. THANK YOU!!!