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    We are looking for a supplier of Haldi Ram products for all my catering site(s).
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  • 1. HALDIRAM’S PRESENTED BY –
  • 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.
    • 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
    EVOLUTION
  • 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 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. 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. BRAND EQUITY
    • Questionnaire on 15 people covering
      • Age
      • TOM
      • Loyalty
      • Awareness
      • Experience of Brand
      • Competitors of Haldiram
  • 8. ANALYSIS
    • 18-25 Years
      • Preference for Frito Lays or Unbranded chips
      • Haldiram’s RTE Snacks – More Traditional
      • Awareness of Haldiram’s – High
      • Prefer Zipped Pouches
      • Staff less Presentable, Crowded & Cramped
    • 26-55 Years
      • Awareness is High
      • Preference for Unbranded Products
      • Associate with Quality & Hygiene
      • Satisfied with Experience
  • 9. ANALYSIS
    • Awareness is High
    • Loyalty doesn’t exist
    • Association with completely Indian cuisine
    • Major threat from unbranded snacks
    • High on customers trust so can diversify into health food industry
  • 10. 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
  • 11. 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
  • 12. 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
  • 13.
    • 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
    BRAND IDENTITY SYSTEM
  • 14.
    •   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
    BRAND IDENTITY SYSTEM
  • 15. BRAND PERSONALITY
    • “ Maharaj” known for lip-smacking dishes
    • Male of 40 yrs old of middle or upper middle class
    • A person fond 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
  • 16. 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.
  • 17.  
  • 18. POINTS OF PARITY
    • For Obtaining Category Membership
      • Frame of Reference : RTE Packaged Food
      • High quality products
      • Excellent packaging stressing hygiene
      • Increased shelf life of its products
      • Competitive pricing
      • Emphasis on consumer satisfaction through lingering taste
  • 19. POINT OF DIFFERENCE
    • Original snack makers of Bikaner –
      • Credibility with Brand association
    • Able to use the Indian heritage to promote its authenticity
    • Nitrogen filled packaging – Increase Shell Life
  • 20. 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’
  • 21.
    • 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 
    MARKETING MIX ELEMENTS
  • 22.
    • 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.
    MARKETING MIX ELEMENTS
  • 23.
    • Promotion –
      • Tied with the ‘Profile Advertising’
      • Attractive posters, brochures 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.
    MARKETING MIX ELEMENTS
  • 24. BRAND EXTENSION
    • Restaurant business to cash in on its brand image. in Nagpur amd 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
  • 25. 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.
  • 26. SUPPLY CHAIN OF HALDIRAM’S
    • Manufacturing unit C&F Agents Distributors ship them to retail outlets.
    • 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 www.indiatimes.com with delivery time of 48 hours to one week and value added services (personal messages) 
  • 27. CHALLENGES & OPPORTUNITIES
    • Road Ahead –
      • Aggressive competition
      • Changing customer habits (Western Influx)
      • Innovative products and retail forms(Food Malls)
      • Addressing other segments with an inclination to fast food – such as children, teenagers and college goers.
      • Venture into other product categories , new snacks with different variants and flavours backed by sound market research.
      • Ideas of offering stickers or tattoos with the pack could also be useful, especially for attracting children
      • Company diversifies and tap other regions
  • 28.
    • Taste VS Health –
      • Offer low calorie traditional snacks
      • Brand equity: lower the prices
    • Product variants and lack of small packs: Cannot experiment
    • Use the franchising route to capitalise on brand equity
    • Exemplars and Established Brand Credibility : Leverage on the international quality awards
    • Tackle Spurious products and others who want to take free ride on its brand equity.  
    • Sort out the internal differences and become one unit or consciously separate and become three separate entities
    CHALLENGES & OPPORTUNITIES
  • 29. THANK YOU!!!