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this is all about the marketing mix of haldiram's

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  2. 2. EVOLUTION <ul><li>1937 – Bikaner </li></ul><ul><li>3 units till 90s – Kolkatta, Nagpur & New Delhi </li></ul><ul><li>First Mover Advantage – Branded Namkeens & Technology in Packing </li></ul><ul><li>Traditional Indian Food – Hygiene & Quality </li></ul><ul><li>Competitors – Unorganized market, Frito Lays India, SM foods, Bakemans, etc. </li></ul>
  3. 3. <ul><li>Early 90s – Split of 3 Units </li></ul><ul><li>1992 – Manufacturing Unit with Retail Outlet </li></ul><ul><li>1995 – Restaurant in Delhi </li></ul><ul><li>1997 – Unit for Namkeens </li></ul><ul><li>1999 – </li></ul><ul><ul><li>Started Operating as Separate Entities </li></ul></ul><ul><ul><li>Competition among themselves for Market Share </li></ul></ul><ul><li>2000 – International Markets </li></ul>EVOLUTION
  4. 4. STRENGTHS AS BRAND <ul><li>First Mover Advantage </li></ul><ul><li>Product Quality & Hygiene </li></ul><ul><li>Value for Money Products </li></ul><ul><li>Rich Cultural Heritage – Exchange of Gifts </li></ul><ul><li>Strong Distribution Network </li></ul><ul><li>Hoardings for Promotion </li></ul><ul><li>For all Age Groups </li></ul><ul><li>Various Awards of Recognition </li></ul>
  5. 5. MARKET STRUCTURE FOR RTE SUPPLIERS Farmers Manufacturers Units Other Vendors C&F Agents Distributors Semi Wholesaler Retail Shops & Paanwalas SUBSTITUTE PRODUCTS Potato Chips Biscuits Fast Food & Sweet Shops Popcorns & Peanuts Home Made Preparations 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 International Players BUYERS Corporate Offices Households Restaurants & Eateries Canteens & Factories
  6. 6. RESTAURANT CONTD… SUBSTITUTE PRODUCTS South Indian Food Fast Food Mughlai Food Chinese Food Inter-Continental Food Home Made Preparations 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 SUPPLIERS Farmers Manufacturers Units Packaging Suppliers Other Vendors
  7. 7. BRAND EQUITY <ul><li>Questionnaire on 15 people covering </li></ul><ul><ul><li>Age </li></ul></ul><ul><ul><li>TOM </li></ul></ul><ul><ul><li>Loyalty </li></ul></ul><ul><ul><li>Awareness </li></ul></ul><ul><ul><li>Experience of Brand </li></ul></ul><ul><ul><li>Competitors of Haldiram </li></ul></ul>
  8. 8. ANALYSIS <ul><li>18-25 Years </li></ul><ul><ul><li>Preference for Frito Lays or Unbranded chips </li></ul></ul><ul><ul><li>Haldiram’s RTE Snacks – More Traditional </li></ul></ul><ul><ul><li>Awareness of Haldiram’s – High </li></ul></ul><ul><ul><li>Prefer Zipped Pouches </li></ul></ul><ul><ul><li>Staff less Presentable, Crowded & Cramped </li></ul></ul><ul><li>26-55 Years </li></ul><ul><ul><li>Awareness is High </li></ul></ul><ul><ul><li>Preference for Unbranded Products </li></ul></ul><ul><ul><li>Associate with Quality & Hygiene </li></ul></ul><ul><ul><li>Satisfied with Experience </li></ul></ul>
  9. 9. ANALYSIS <ul><li>Awareness is High </li></ul><ul><li>Loyalty doesn’t exist </li></ul><ul><li>Association with completely Indian cuisine </li></ul><ul><li>Major threat from unbranded snacks </li></ul><ul><li>High on customers trust so can diversify into health food industry </li></ul>
  10. 10. PRODUCT <ul><li>Scope – Exhaustive Range of RTE Products </li></ul><ul><li>Attributes / Benefits </li></ul><ul><ul><li>Packaging for longer shelf life & freshness </li></ul></ul><ul><ul><li>Various price points & reasonable </li></ul></ul><ul><ul><li>State of art manufacturing technology </li></ul></ul><ul><ul><li>Easy availability </li></ul></ul><ul><li>Quality / Value – Good quality at competitive prices </li></ul><ul><li>Uses – </li></ul><ul><ul><li>Filler between meals </li></ul></ul><ul><ul><li>For serving to guests </li></ul></ul>
  11. 11. BRAND <ul><li>Users – Gourmets having inclination towards Indian meals </li></ul><ul><li>Country of Origin – Bikaner </li></ul><ul><li>Organization Associations – Innovative & High quality products </li></ul><ul><li>Brand Personality – “Maharaj” known for lip-smacking dishes </li></ul><ul><li>Symbol – Written in golden for richness & purity </li></ul><ul><li>Brand Customer relationship – Indian taste at anytime </li></ul><ul><li>Emotional Benefits – Smart purchase of high quality & hygienic products </li></ul>
  12. 12. BRAND IDENTITY SYSTEM <ul><li>Core Identity – </li></ul><ul><ul><li>Food Quality – Innovative and contemporary packaging with increased shelf life & freshness </li></ul></ul><ul><ul><li>Food Taste – Traditional Indian taste </li></ul></ul><ul><ul><li>Innovative – First mover advantage </li></ul></ul><ul><ul><ul><li>Branding of “Namkeens” </li></ul></ul></ul><ul><ul><ul><li>New ways of Packaging </li></ul></ul></ul><ul><ul><ul><li>Introduction of new variants for maintaining a competitive edge </li></ul></ul></ul>
  13. 13. <ul><li>Extended Identity – </li></ul><ul><ul><li>Brand Personality: Genuine, Experienced, All Indian, Hygienic, Consistent and Trustworthy </li></ul></ul><ul><ul><li>Basis of Relationship: Vast & enriched experience in traditional Indian food </li></ul></ul><ul><ul><li>Logo: “Promoting the exquisite taste of India” </li></ul></ul><ul><ul><li>Heritage: Haldiram’s shares rich parentage and has its roots to locations known for exquisite Indian cuisine </li></ul></ul>BRAND IDENTITY SYSTEM
  14. 14. <ul><li>  Value Proposition – </li></ul><ul><ul><li>Functional Benefits – Taste, Hygiene, Consistent Quality, Best Packaging, Freshness, Extensive Product Range </li></ul></ul><ul><ul><li>Emotional Benefits – Smart Buyer, Association with Indian Roots  </li></ul></ul><ul><ul><li>Credibility – Makes Ready-To-Eat that are tasty and hygienic </li></ul></ul>BRAND IDENTITY SYSTEM
  15. 15. BRAND PERSONALITY <ul><li>“ Maharaj” known for lip-smacking dishes </li></ul><ul><li>Male of 40 yrs old of middle or upper middle class </li></ul><ul><li>A person fond of food, jolly, old-fashioned, down-to-earth, honest, wholesome, real and authentic </li></ul><ul><li>Image of sincere, experienced, skilled genuine and older brand </li></ul><ul><li>Well liked and respected member of the family </li></ul><ul><li>High quality & rich parentage </li></ul>
  16. 16. POSITIONING <ul><li>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. </li></ul>
  17. 18. POINTS OF PARITY <ul><li>For Obtaining Category Membership </li></ul><ul><ul><li>Frame of Reference : RTE Packaged Food </li></ul></ul><ul><ul><li>High quality products </li></ul></ul><ul><ul><li>Excellent packaging stressing hygiene </li></ul></ul><ul><ul><li>Increased shelf life of its products </li></ul></ul><ul><ul><li>Competitive pricing </li></ul></ul><ul><ul><li>Emphasis on consumer satisfaction through lingering taste </li></ul></ul>
  18. 19. POINT OF DIFFERENCE <ul><li>Original snack makers of Bikaner – </li></ul><ul><ul><li>Credibility with Brand association </li></ul></ul><ul><li>Able to use the Indian heritage to promote its authenticity </li></ul><ul><li>Nitrogen filled packaging – Increase Shell Life </li></ul>
  19. 20. MARKETING MIX ELEMENTS <ul><li>Product – </li></ul><ul><ul><li>Namkeens (60%), sweets, sharbats, bakery items, dairy products, papad and ice-creams </li></ul></ul><ul><ul><li>Raw materials : Sourced from all over country </li></ul></ul><ul><ul><li>Use of technology to upgrade quality </li></ul></ul><ul><ul><li>Customize its products – </li></ul></ul><ul><ul><ul><li>Murukkus and ‘Chennai Mixture’ for South Indian customers </li></ul></ul></ul><ul><ul><ul><li>Nazarana, Panchratan, and ‘Premium’ </li></ul></ul></ul>
  20. 21. <ul><li>Packaging – </li></ul><ul><ul><li>Innovative and contemporary (in nitrogen filled pouches) ‘Long life’ and attractive (impulse purchase) </li></ul></ul><ul><li>Prices – </li></ul><ul><ul><li>Competitive prices to penetrate the unorganised market </li></ul></ul><ul><ul><li>Packets of 30gms priced at Rs.5 </li></ul></ul><ul><ul><li>Prices varies according to weights and type of namkeens and raw materials  </li></ul></ul>MARKETING MIX ELEMENTS
  21. 22. <ul><li>Distribution – </li></ul><ul><ul><li>Extensive: 6 lacs outlets for the Delhi and Nagpur </li></ul></ul><ul><ul><li>Internet marketing for consumers abroad. </li></ul></ul><ul><ul><li>Brand pull in the market </li></ul></ul><ul><ul><li>Trade margins range from 27% to 45%, depending on the item. </li></ul></ul>MARKETING MIX ELEMENTS
  22. 23. <ul><li>Promotion – </li></ul><ul><ul><li>Tied with the ‘Profile Advertising’ </li></ul></ul><ul><ul><li>Attractive posters, brochures and mailers </li></ul></ul><ul><ul><li>Press and outdoor media, (taste and appetite) </li></ul></ul><ul><ul><li>Hoardings, signage, POPs and posters to disseminate awareness </li></ul></ul><ul><ul><li>Punch line for Haldiram’s products is, ‘always in good taste’. : Brand Mantra : Communicated to Employees </li></ul></ul><ul><ul><li>Mailers sent to loyal customers and important corporate clients </li></ul></ul><ul><ul><li>Retail outlets of Haldiram’s give importance to POP displays. </li></ul></ul>MARKETING MIX ELEMENTS
  23. 24. BRAND EXTENSION <ul><li>Restaurant business to cash in on its brand image. in Nagpur amd Delhi. </li></ul><ul><li>Restaurant at Nagpur: Innovative strategy for people travelling by train by sending a DD and provide information   </li></ul><ul><li>Focus on hygiene: Compete effectively with local restaurant chains   </li></ul><ul><li>Encash on POP’s for venturing into RTC Categories with a broader frame of reference </li></ul>
  24. 25. HALDIRAM’S ABROAD <ul><li>Exporting to USA, UK, Australia, Middle East & Far East Countries, Germany, Philippines, New Zealand, Nepal, etc. </li></ul><ul><li>Success over geographical boundaries hygienically prepared Indian cuisine :Opening of restaurants abroad </li></ul><ul><li>Ethnicity angle in the marketing efforts differentiated Haldiram’s and enabled it to sustain itself from threat of McDonald’s and Pizza Hut. </li></ul>
  25. 26. SUPPLY CHAIN OF HALDIRAM’S <ul><li>Manufacturing unit C&F Agents Distributors ship them to retail outlets. </li></ul><ul><li>50 C&F agents and 1035 distributors in India  </li></ul><ul><li>Retail outlets such as supermarkets, sweet shops, provision stores (Goodwill : Pull strategy : Stockists Compete to hold the brand) </li></ul><ul><li>Tie up with www.indiatimes.com with delivery time of 48 hours to one week and value added services (personal messages)  </li></ul>
  26. 27. CHALLENGES & OPPORTUNITIES <ul><li>Road Ahead – </li></ul><ul><ul><li>Aggressive competition </li></ul></ul><ul><ul><li>Changing customer habits (Western Influx) </li></ul></ul><ul><ul><li>Innovative products and retail forms(Food Malls) </li></ul></ul><ul><ul><li>Addressing other segments with an inclination to fast food – such as children, teenagers and college goers. </li></ul></ul><ul><ul><li>Venture into other product categories , new snacks with different variants and flavours backed by sound market research. </li></ul></ul><ul><ul><li>Ideas of offering stickers or tattoos with the pack could also be useful, especially for attracting children </li></ul></ul><ul><ul><li>Company diversifies and tap other regions </li></ul></ul>
  27. 28. <ul><li>Taste VS Health – </li></ul><ul><ul><li>Offer low calorie traditional snacks </li></ul></ul><ul><ul><li>Brand equity: lower the prices </li></ul></ul><ul><li>Product variants and lack of small packs: Cannot experiment </li></ul><ul><li>Use the franchising route to capitalise on brand equity </li></ul><ul><li>Exemplars and Established Brand Credibility : Leverage on the international quality awards </li></ul><ul><li>Tackle Spurious products and others who want to take free ride on its brand equity.   </li></ul><ul><li>Sort out the internal differences and become one unit or consciously separate and become three separate entities </li></ul>CHALLENGES & OPPORTUNITIES
  28. 29. THANK YOU!!!