Haldirams

HALDIRAM’S PRESENTED BY –

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.

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

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

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

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

BRAND EQUITY
Questionnaire on 15 people covering
Age
TOM
Loyalty
Awareness
Experience of Brand
Competitors of Haldiram

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

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

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

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

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

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

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 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

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.

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

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

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’

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

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.

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.

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

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.

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)

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

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

THANK YOU!!!

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Haldirams

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