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Haldirams
 

Haldirams

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this is all about the marketing mix of haldiram's

this is all about the marketing mix of haldiram's

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  • Hi
    We are looking for a supplier of Haldi Ram products for all my catering site(s).
    Please call
    Durga
    9871193903 or else SMS me
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    Haldirams Haldirams Presentation Transcript

    • 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
      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
      BRAND IDENTITY SYSTEM
    • 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 
      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.
      MARKETING MIX ELEMENTS
      • 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
    • 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!!!