Project on marketing

Submitted to:- Kamaljit sodi mam

Submitted By:- Lokesh kumar sharma
Kirti bhuddi
Prachi priya
EVOLUTION
1937 – Bikaner
3 units till 90s – Kolkatta, Nagpur & New Delhi.
First Mover Advantage – Branded Namkeens &

T...
EVOLUTION
Early 90s – Split of 3 Units
1992 – Manufacturing Unit with Retail Outlet
1995 – Restaurant in Delhi
1997 – ...
STRENGTHS AS BRAND
First Mover Advantage
Product Quality & Hygiene
Value for Money Products
Rich Cultural Heritage – E...
MARKET STRUCTURE
SUBSTITUTE PRODUCTS
Potato Chips
Biscuits
Fast Food & Sweet Shops
Popcorns & Peanuts
Home Made Preparatio...
RESTAURANT CONTD…
SUBSTITUTE PRODUCTS
South Indian Food
Fast Food
Mughlai Food
Chinese Food
Inter-Continental Food
Home Ma...
PRODUCT
 Scope – Exhaustive Range of RTE Products
 Attributes / Benefits
Packaging for longer shelf life & freshness
V...
BRAND
 Users – Gourmets having inclination towards Indian meals
 Country of Origin – Bikaner
 Organization Associations...
BRAND IDENTITY SYSTEM
Core Identity –
Food Quality – Innovative and contemporary packaging

with increased shelf life & ...
BRAND IDENTITY SYSTEM
Extended Identity –
Brand Personality: Genuine, Experienced, All Indian,
Hygienic, Consistent and ...
BRAND IDENTITY SYSTEM
 Value Proposition –
Functional Benefits – Taste, Hygiene, Consistent

Quality, Best Packaging, Fr...
BRAND PERSONALITY
 “Maharaj” known for lip-smacking dishes
 Male of 40 yrs old of middle or upper middle class
 A perso...
POSITIONING
To the consumers having inclination towards

Indian meals, Haldiram’s offers ready to eat high
quality readil...
Sales Organization Structure
MARKETING MIX ELEMENTS
Product –
Namkeens (60%), sweets, sharbats, bakery items, dairy

products, papad and ice-creams
...
MARKETING MIX ELEMENTS
Packaging –
Innovative and contemporary (in nitrogen filled pouches)
‘Long life’ and attractive (...
MARKETING MIX ELEMENTS
Distribution –
Extensive: 6 lacs outlets for the Delhi and Nagpur
Internet marketing for consume...
MARKETING MIX ELEMENTS

Promotion –
Tied with the ‘Profile Advertising’
Attractive posters, brochures,human billboards ...
BRAND EXTENSION
Restaurant business to cash in on its brand image

in Nagpur and Delhi.
Restaurant at Nagpur: Innovative...
HALDIRAM’S ABROAD
Exporting to USA, UK, Australia, Middle East &

Far East Countries, Germany, Philippines, New
Zealand, ...
SUPPLY CHAIN OF
HALDIRAM’S C&F Agents
Manufacturing unit

Distributors
Retailers
Consumers.
50 C&F agents and 1035 distr...
SWOT Analysis of Haldiram
Future Expansion
To increase exports.
To increase the existing strong distribution

network.
To come up with IPO to fun...
Suggestions
Diversifying into new innovative products
Increase the no. of outlets
Better promotion
Home Delivery
Expl...
THANK
YOU!!!
Pjoject on product to marketing
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Pjoject on product to marketing

  1. 1. Project on marketing Submitted to:- Kamaljit sodi mam Submitted By:- Lokesh kumar sharma Kirti bhuddi Prachi priya
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 14. Sales Organization Structure
  15. 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. 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. 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. 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. 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. 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. 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 www.indiatimes.com with delivery time of 48 hours to one week and value added services (personal messages)
  22. 22. SWOT Analysis of Haldiram
  23. 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. 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. 25. THANK YOU!!!

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