Haldiram's is a leading Indian snack food company established in 1941 in Bikaner, Rajasthan. It offers a wide range of Indian snacks, sweets, and other food products. Namkeens contribute close to 60% of Haldiram's total revenues and are its main product focus. The company sources high quality raw materials from across India and customizes its products to suit different regional tastes. Haldiram's holds various quality certifications and has received several awards for its food products.
Haldiram's is a major Indian snacks and sweets manufacturer founded in 1937 in Bikaner, Rajasthan. It has manufacturing plants in several Indian cities and exports products worldwide. The document discusses Haldiram's marketing strategies, with a focus on its marketing mix of product, price, place, and promotion. It also reviews Haldiram's history and objectives, including studying the company's products/services, marketing strategies, brand loyalty, consumer behavior, and competitors to develop recommendations.
Western companies are opening up their factories and offices in India in an unprecedented manner and thus creating a need to study the organization and management of their Indian counterparts. The emergence of India as an economic power over the recent years has created a need to understand the way business is carried out in that part of the world. Also important is to realize how businesses are founded and structured in India. Many Indian companieswere family businesses to start with and even today some of the biggest companies listed on Indian stock exchange continue to be owned partly by the families. This work attempts to study a typical Indian family retail business, its inception, its aspirations, the challenges faced in the context of an emerging economy and the possible roadways to map the future. With this aim in mind a classic case of Haldiram’s is presented here and analyzed.
This document presents a marketing plan for Haldiram's namkeens (salty snacks) in Delhi, India. It includes an introduction to Haldiram's history and founders. It then discusses the company's mission, competitors, research methodology, growth plans, SWOT analysis, marketing mix, market segmentation, and conclusion. Key competitors identified are Frito-Lay, ITC, and Parle. The analysis finds that brand awareness and loyalty for Haldiram is very high among retailers and consumers in Delhi, though some younger consumers prefer competitors like Lehar and Bikano for certain products.
An insightful and aesthetically appealing presentation on India's leading organized food brand - Haldiram, its marketing strategies as well as sales and distribution techniques.
The document provides information about the FMCG sector in India. It discusses that the FMCG sector accounts for 50% of the overall market and includes products like oral care, hair care, skin care, etc. It also mentions that the food and beverages segment accounts for 31% of the sector and includes products like snacks, beverages and dairy. Finally, it provides a detailed overview of Haldiram, one of the major players in the Indian snacks market, including its history, product portfolio, marketing strategies and SWOT analysis.
The document discusses a study conducted on Haldiram's vermicelli. It includes an introduction to vermicelli as a type of pasta and details about Haldiram as a leading Indian snacks brand. The study was conducted by Rohit Chordia, a student at the Institute of Innovation in Technology & Management, as part of their degree requirements. It provides information on Haldiram's history, products, expansion, quality standards and vision to be a trendsetter in healthy eating. The study aims to analyze Haldiram's vermicelli brand and its image compared to competitors through retailer surveys and consumer research.
The document summarizes Haldiram's, a major Indian snacks company. It discusses Haldiram's history beginning as a small shop in Bikaner, India. It now has a $4 million brand with products in stores across countries like the USA, UK, and Middle East. The document also analyzes Haldiram's SWOT, products (focusing on savory snacks), distribution network, target markets, production capacity, and processes like claim settlements.
Haldiram's is a major Indian snacks and sweets manufacturer founded in 1937 in Bikaner, Rajasthan. It has manufacturing plants in several Indian cities and exports products worldwide. The document discusses Haldiram's marketing strategies, with a focus on its marketing mix of product, price, place, and promotion. It also reviews Haldiram's history and objectives, including studying the company's products/services, marketing strategies, brand loyalty, consumer behavior, and competitors to develop recommendations.
Western companies are opening up their factories and offices in India in an unprecedented manner and thus creating a need to study the organization and management of their Indian counterparts. The emergence of India as an economic power over the recent years has created a need to understand the way business is carried out in that part of the world. Also important is to realize how businesses are founded and structured in India. Many Indian companieswere family businesses to start with and even today some of the biggest companies listed on Indian stock exchange continue to be owned partly by the families. This work attempts to study a typical Indian family retail business, its inception, its aspirations, the challenges faced in the context of an emerging economy and the possible roadways to map the future. With this aim in mind a classic case of Haldiram’s is presented here and analyzed.
This document presents a marketing plan for Haldiram's namkeens (salty snacks) in Delhi, India. It includes an introduction to Haldiram's history and founders. It then discusses the company's mission, competitors, research methodology, growth plans, SWOT analysis, marketing mix, market segmentation, and conclusion. Key competitors identified are Frito-Lay, ITC, and Parle. The analysis finds that brand awareness and loyalty for Haldiram is very high among retailers and consumers in Delhi, though some younger consumers prefer competitors like Lehar and Bikano for certain products.
An insightful and aesthetically appealing presentation on India's leading organized food brand - Haldiram, its marketing strategies as well as sales and distribution techniques.
The document provides information about the FMCG sector in India. It discusses that the FMCG sector accounts for 50% of the overall market and includes products like oral care, hair care, skin care, etc. It also mentions that the food and beverages segment accounts for 31% of the sector and includes products like snacks, beverages and dairy. Finally, it provides a detailed overview of Haldiram, one of the major players in the Indian snacks market, including its history, product portfolio, marketing strategies and SWOT analysis.
The document discusses a study conducted on Haldiram's vermicelli. It includes an introduction to vermicelli as a type of pasta and details about Haldiram as a leading Indian snacks brand. The study was conducted by Rohit Chordia, a student at the Institute of Innovation in Technology & Management, as part of their degree requirements. It provides information on Haldiram's history, products, expansion, quality standards and vision to be a trendsetter in healthy eating. The study aims to analyze Haldiram's vermicelli brand and its image compared to competitors through retailer surveys and consumer research.
The document summarizes Haldiram's, a major Indian snacks company. It discusses Haldiram's history beginning as a small shop in Bikaner, India. It now has a $4 million brand with products in stores across countries like the USA, UK, and Middle East. The document also analyzes Haldiram's SWOT, products (focusing on savory snacks), distribution network, target markets, production capacity, and processes like claim settlements.
Haldiram's is a major Indian snacks manufacturer based in Nagpur, India. It has manufacturing plants in several Indian cities. The company produces over 100 snack products including namkeens, sweets, papads, and frozen foods. Haldiram's has global distribution with exports to countries worldwide. It has a robust distribution network within India consisting of carrying and forwarding agents, distributors, and retailers. Haldiram's places emphasis on product quality and has received several certifications and awards for its food products.
This document provides an overview of Haldiram's, a major Indian snacks and sweets manufacturer. It discusses Haldiram's history, founding in 1937 in Nagpur, and product exports worldwide. Strengths include brand awareness, variety, quality, and taste. Weaknesses include less advertising compared to competitors and limited outlets in North India. Opportunities exist to expand reach in India and abroad, increase outlets, and innovate new products. Threats include customer preference for western snacks and increased competition.
- Haldiram was established in 1941 in Rajasthan by Moolchand and expanded to Kolkata in 1958 and other parts of western India. It opened its first shop in Delhi's Chandni Chowk market in 1983, focusing on sweets and snacks.
- It is now run by Moolchand's sons and grandsons. The brand has a high quality image and wide product range. A survey found they have the largest market share in Delhi but provide lower margins to retailers than competitors.
- To increase market share, Haldiram could provide higher margins to retailers and better promote products to young consumers through advertising. The brand awareness for Haldiram remains high among consumers.
The presentation contains Marketing Strategies of Hindustan Lever Limited(HUL) which helped it in becoming India's number 1 in FMCG. It is made as an assignment report in first semester of MBA.
This document provides information about Amul, an Indian dairy cooperative based in Gujarat. It discusses how Amul was founded by Dr. Verghese Kurien and is managed by the Gujarat Cooperative Milk Marketing Federation. The document also outlines Amul's role in India's "White Revolution" by making the country the world's largest producer of milk and milk products. It provides examples of Amul's market segmentation strategies for different products and customer groups.
Marketing Activities & Customer Response for HyperCity, Pune.
To find out Customer Buying Behavior.
To find out Customer Satisfaction with HyperCity.
To find out product availability in store by customers response.
To find out shopping experience in store.
The document describes Haldiram's supply chain and distribution network for delivering snacks from factories to customers. Key aspects include:
1) Haldiram uses a multi-tier distribution system with corporate offices, factories, distributors, C&F agents, retailers and customers. Orders flow from retailers to the corporate office to factories.
2) Products are packaged in various sizes for different store types from small retailers to modern trade stores.
3) Transportation of products involves vendors, warehouses and different vehicles like trucks, tempos and others, with associated costs that vary by vehicle type.
The document discusses the history and expansion of Haldiram's, an Indian snack foods company established in 1937 in Bikaner, Rajasthan. It details how Haldiram's grew from a small sweet shop to establish manufacturing units across India and expand internationally, offering a wide range of traditional Indian snacks, sweets, and other products. The document also examines some of the challenges faced by Haldiram's, such as competition and maintaining quality standards as the company continues to grow.
1. Haldiram's is an Indian snack food company established in 1937 in Bikaner that pioneered the packaging of traditional Indian snacks.
2. It has a first mover advantage and is known for quality and hygiene. It faces competition from both organized and unorganized players.
3. In the early 1990s, Haldiram's split into 3 units that later started operating independently and competing for market share. It has since expanded internationally.
Balaji Wafers was founded in 1974 in Rajkot, India by Chandubhai Virani and his brothers. It is a leading manufacturer of potato chips and namkeen, with over 5000 employees. Balaji Wafers aims to provide affordable snacks accessible across India through a large distribution network. Their vision is to grow into a global brand while maintaining traditions of trust and quality. Balaji Wafers dominates the Indian potato and vegetable chips market, increasing its share from 9.5% in 2008 to 13.7% in 2012.
This document provides information about the Aashirvaad Atta brand owned by ITC Ltd. It discusses the company and brand background, product portfolio, marketing strategies used including segmentation, targeting, positioning, competition analysis, SWOT analysis, product management, pricing, promotion, and distribution channels. The key points are that Aashirvaad is India's number 1 atta brand with over 56% market share. It offers various atta variants at different price points and promotes the brand heavily through print, TV, and online advertisements emphasizing quality and health benefits.
This document provides an overview of Britannia Industries, a leading Indian FMCG company. It discusses Britannia's product portfolio including biscuits, bread and dairy products. The marketing mix of 4Ps - Product, Price, Place and Promotion strategies are described. Segmentation, targeting and positioning approaches are outlined focusing on demographic and behavioral segments. A BCG matrix shows the cash cow and star products. Finally, a SWOT analysis is presented and recommendations are made to focus on new product categories, pricing and international expansion.
This Presentation gives the information about how cadbury use their distribution channel as well as about their sales strategy and salesforce structure, how they give training etc
1. Cadbury won the exclusive right to use its signature purple color (Pantone 2685C) on packaging over 100 years ago and has kept this color identity.
2. The 1997 "Freebird" commercial conveyed a strong message of freedom and happiness using imagery of a couple freeing caged pigeons while enjoying Cadbury.
3. After worms were found in some Cadbury chocolates in 2003, the brand invested heavily to upgrade packaging and launch a PR campaign featuring Amitabh Bachchan, rebuilding its wholesome image.
Brand Maggi :Nestle's powerful Arm
The report entitled A Study of “Brand Maggi” deals with the study of Maggi brand that was launched in India in the year 1983, by Nestle India Limited, which became synonymous with noodles. This research tries to find awareness of Maggi& its product line with that of its competitors. The introduction provides the company background, operational & other important information provided by the company, which would assist in taking the decision for the right brand extension strategy for Maggi.
Nestle is a global food and beverage company founded in 1867. It has 449 factories in 86 countries and employs over 328,000 people worldwide. The company focuses on nutrition, water, and rural development through its Creating Shared Value approach. Nestle implements various CSR programs focused on environmental sustainability, employee safety, education initiatives, and supporting local communities and small farmers.
This document provides an overview of the dairy industry in India. It discusses that India is the largest producer of milk in the world. It also discusses the major players in the Indian dairy industry like Amul, Britannia, Mother Dairy. It provides details about the traditional and western milk products available in India. It discusses the market size and growth of products like butter, cheese and yogurt. It also provides information about the major companies involved in production of these products and their expansion plans.
This document summarizes a marketing presentation about Parle G biscuits in India. It provides background on the biscuit industry and Parle's market leadership. It discusses Parle G using Porter's 5 forces model and analyzes Parle G's strengths, weaknesses, opportunities, and threats. Key points are that Parle G has 35% market share but faces challenges from competitors increasing prices. Suggestions include keeping Parle G prices steady, targeting rural and young consumers, and associating the brand with government initiatives.
Report on Consumer behavior towards dairy milkPrateek Pawar
Consumer behavior research is continuous process. Understanding consumer is never ending, it gives insights to marketer to adapt his marketing strategies. The objective on studying the consumer behavior is to understand the behavior of the consumer in quite deep. This study is to understand CB towards FMCG we have taken product of Dairy milk chocolate. Study involves both primary data and secondary data.
1) Havmor Ice Cream was established in 1944 in Karachi and relocated to Ahmedabad in 1947 after the founder Satish Chandra Chona moved during the Partition of India.
2) Havmor has grown from a handcart into a large ice cream company available at over 20,000 outlets across western India with over 160 products.
3) The current generation is working to expand the restaurant division and Hav Funn parlours while pursuing a vision to become a top 3 ice cream brand in India with over $200 million in annual revenue by 2020.
Marketing strategies of packaged food companies in india. DissertationNikunj Agrawal
This document provides a summary of the marketing strategies used by packaged food companies in India. It begins with an introduction and overview of the packaged foods industry and market in India. It then outlines the research objectives which include understanding the popularity and demand for packaged foods in India, identifying the market leaders and brand composition in various categories, and analyzing the marketing strategies of ITC Foods. The document concludes by discussing emerging trends in packaged and processed foods in India and providing recommendations.
A complete study on FMCG INDUSTRY with their financial background which will help to analyze the working and financial condition of Companies in FMCG SECTOR.
Haldiram's is a major Indian snacks manufacturer based in Nagpur, India. It has manufacturing plants in several Indian cities. The company produces over 100 snack products including namkeens, sweets, papads, and frozen foods. Haldiram's has global distribution with exports to countries worldwide. It has a robust distribution network within India consisting of carrying and forwarding agents, distributors, and retailers. Haldiram's places emphasis on product quality and has received several certifications and awards for its food products.
This document provides an overview of Haldiram's, a major Indian snacks and sweets manufacturer. It discusses Haldiram's history, founding in 1937 in Nagpur, and product exports worldwide. Strengths include brand awareness, variety, quality, and taste. Weaknesses include less advertising compared to competitors and limited outlets in North India. Opportunities exist to expand reach in India and abroad, increase outlets, and innovate new products. Threats include customer preference for western snacks and increased competition.
- Haldiram was established in 1941 in Rajasthan by Moolchand and expanded to Kolkata in 1958 and other parts of western India. It opened its first shop in Delhi's Chandni Chowk market in 1983, focusing on sweets and snacks.
- It is now run by Moolchand's sons and grandsons. The brand has a high quality image and wide product range. A survey found they have the largest market share in Delhi but provide lower margins to retailers than competitors.
- To increase market share, Haldiram could provide higher margins to retailers and better promote products to young consumers through advertising. The brand awareness for Haldiram remains high among consumers.
The presentation contains Marketing Strategies of Hindustan Lever Limited(HUL) which helped it in becoming India's number 1 in FMCG. It is made as an assignment report in first semester of MBA.
This document provides information about Amul, an Indian dairy cooperative based in Gujarat. It discusses how Amul was founded by Dr. Verghese Kurien and is managed by the Gujarat Cooperative Milk Marketing Federation. The document also outlines Amul's role in India's "White Revolution" by making the country the world's largest producer of milk and milk products. It provides examples of Amul's market segmentation strategies for different products and customer groups.
Marketing Activities & Customer Response for HyperCity, Pune.
To find out Customer Buying Behavior.
To find out Customer Satisfaction with HyperCity.
To find out product availability in store by customers response.
To find out shopping experience in store.
The document describes Haldiram's supply chain and distribution network for delivering snacks from factories to customers. Key aspects include:
1) Haldiram uses a multi-tier distribution system with corporate offices, factories, distributors, C&F agents, retailers and customers. Orders flow from retailers to the corporate office to factories.
2) Products are packaged in various sizes for different store types from small retailers to modern trade stores.
3) Transportation of products involves vendors, warehouses and different vehicles like trucks, tempos and others, with associated costs that vary by vehicle type.
The document discusses the history and expansion of Haldiram's, an Indian snack foods company established in 1937 in Bikaner, Rajasthan. It details how Haldiram's grew from a small sweet shop to establish manufacturing units across India and expand internationally, offering a wide range of traditional Indian snacks, sweets, and other products. The document also examines some of the challenges faced by Haldiram's, such as competition and maintaining quality standards as the company continues to grow.
1. Haldiram's is an Indian snack food company established in 1937 in Bikaner that pioneered the packaging of traditional Indian snacks.
2. It has a first mover advantage and is known for quality and hygiene. It faces competition from both organized and unorganized players.
3. In the early 1990s, Haldiram's split into 3 units that later started operating independently and competing for market share. It has since expanded internationally.
Balaji Wafers was founded in 1974 in Rajkot, India by Chandubhai Virani and his brothers. It is a leading manufacturer of potato chips and namkeen, with over 5000 employees. Balaji Wafers aims to provide affordable snacks accessible across India through a large distribution network. Their vision is to grow into a global brand while maintaining traditions of trust and quality. Balaji Wafers dominates the Indian potato and vegetable chips market, increasing its share from 9.5% in 2008 to 13.7% in 2012.
This document provides information about the Aashirvaad Atta brand owned by ITC Ltd. It discusses the company and brand background, product portfolio, marketing strategies used including segmentation, targeting, positioning, competition analysis, SWOT analysis, product management, pricing, promotion, and distribution channels. The key points are that Aashirvaad is India's number 1 atta brand with over 56% market share. It offers various atta variants at different price points and promotes the brand heavily through print, TV, and online advertisements emphasizing quality and health benefits.
This document provides an overview of Britannia Industries, a leading Indian FMCG company. It discusses Britannia's product portfolio including biscuits, bread and dairy products. The marketing mix of 4Ps - Product, Price, Place and Promotion strategies are described. Segmentation, targeting and positioning approaches are outlined focusing on demographic and behavioral segments. A BCG matrix shows the cash cow and star products. Finally, a SWOT analysis is presented and recommendations are made to focus on new product categories, pricing and international expansion.
This Presentation gives the information about how cadbury use their distribution channel as well as about their sales strategy and salesforce structure, how they give training etc
1. Cadbury won the exclusive right to use its signature purple color (Pantone 2685C) on packaging over 100 years ago and has kept this color identity.
2. The 1997 "Freebird" commercial conveyed a strong message of freedom and happiness using imagery of a couple freeing caged pigeons while enjoying Cadbury.
3. After worms were found in some Cadbury chocolates in 2003, the brand invested heavily to upgrade packaging and launch a PR campaign featuring Amitabh Bachchan, rebuilding its wholesome image.
Brand Maggi :Nestle's powerful Arm
The report entitled A Study of “Brand Maggi” deals with the study of Maggi brand that was launched in India in the year 1983, by Nestle India Limited, which became synonymous with noodles. This research tries to find awareness of Maggi& its product line with that of its competitors. The introduction provides the company background, operational & other important information provided by the company, which would assist in taking the decision for the right brand extension strategy for Maggi.
Nestle is a global food and beverage company founded in 1867. It has 449 factories in 86 countries and employs over 328,000 people worldwide. The company focuses on nutrition, water, and rural development through its Creating Shared Value approach. Nestle implements various CSR programs focused on environmental sustainability, employee safety, education initiatives, and supporting local communities and small farmers.
This document provides an overview of the dairy industry in India. It discusses that India is the largest producer of milk in the world. It also discusses the major players in the Indian dairy industry like Amul, Britannia, Mother Dairy. It provides details about the traditional and western milk products available in India. It discusses the market size and growth of products like butter, cheese and yogurt. It also provides information about the major companies involved in production of these products and their expansion plans.
This document summarizes a marketing presentation about Parle G biscuits in India. It provides background on the biscuit industry and Parle's market leadership. It discusses Parle G using Porter's 5 forces model and analyzes Parle G's strengths, weaknesses, opportunities, and threats. Key points are that Parle G has 35% market share but faces challenges from competitors increasing prices. Suggestions include keeping Parle G prices steady, targeting rural and young consumers, and associating the brand with government initiatives.
Report on Consumer behavior towards dairy milkPrateek Pawar
Consumer behavior research is continuous process. Understanding consumer is never ending, it gives insights to marketer to adapt his marketing strategies. The objective on studying the consumer behavior is to understand the behavior of the consumer in quite deep. This study is to understand CB towards FMCG we have taken product of Dairy milk chocolate. Study involves both primary data and secondary data.
1) Havmor Ice Cream was established in 1944 in Karachi and relocated to Ahmedabad in 1947 after the founder Satish Chandra Chona moved during the Partition of India.
2) Havmor has grown from a handcart into a large ice cream company available at over 20,000 outlets across western India with over 160 products.
3) The current generation is working to expand the restaurant division and Hav Funn parlours while pursuing a vision to become a top 3 ice cream brand in India with over $200 million in annual revenue by 2020.
Marketing strategies of packaged food companies in india. DissertationNikunj Agrawal
This document provides a summary of the marketing strategies used by packaged food companies in India. It begins with an introduction and overview of the packaged foods industry and market in India. It then outlines the research objectives which include understanding the popularity and demand for packaged foods in India, identifying the market leaders and brand composition in various categories, and analyzing the marketing strategies of ITC Foods. The document concludes by discussing emerging trends in packaged and processed foods in India and providing recommendations.
A complete study on FMCG INDUSTRY with their financial background which will help to analyze the working and financial condition of Companies in FMCG SECTOR.
This document is a project report submitted by Garima Arora comparing the Lava and Micromax mobile companies. It includes declarations, acknowledgements, and chapters introducing each company. The Lava chapter describes the company's history starting in 2009 in India, its product portfolio including smartphones, feature phones and tablets, and awards it has received. The Micromax chapter discusses how it started in 2000 and entered the mobile market in 2008, its expansion including becoming India's top seller, manufacturing facilities, celebrity endorsements, and its focus on affordability and innovation.
Ratio Analysis of Samsung Electronics Co. Ltd.Nikita Jangid
This document provides an overview of ratio analysis and its significance. It begins by defining ratio analysis as the process of determining and interpreting numerical relationships based on financial statements. Ratios are calculated by dividing two relevant figures and can be used to assess various aspects of organizational performance such as profitability, liquidity, efficiency, and financial stability. The document then discusses the objectives and types of ratios, how ratios should be calculated and interpreted, and compares ratios to historical standards, industry benchmarks, and budgets. It emphasizes that ratios must be carefully analyzed in context. Finally, the document outlines the significance of ratio analysis for various stakeholders like management, owners, creditors, employees and governments in evaluating financial health and making informed decisions.
This document provides background information and analyzes the marketing mix (4Ps) of Haldiram's, an Indian snack food company. It discusses the company's history starting in 1937 as a small sweet shop. Over time, Haldiram's expanded operations and product portfolio. The marketing mix section focuses on the company's wide range of products, competitive pricing strategies, strong distribution network, and promotional activities like branding and new product launches. The document also notes challenges from competition and a split within the family-owned business.
Report Writing - Conclusions & Recommendations sectionsSherrie Lee
The document discusses conclusions and recommendations sections of reports. It explains that conclusions should logically summarize the findings and lead into recommendations. Recommendations must flow logically from conclusions, be relevant to the purpose, and feasible to implement. The document provides examples of writing conclusions and recommendations for a report on issues at a polytechnic canteen and reasons for a decline in usage. It emphasizes that recommendations should be brief, clear, and precise based on sufficient analysis.
What is Artificial Intelligence | Artificial Intelligence Tutorial For Beginn...Edureka!
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This tutorial on Artificial Intelligence gives you a brief introduction to AI discussing how it can be a threat as well as useful. This tutorial covers the following topics:
1. AI as a threat
2. What is AI?
3. History of AI
4. Machine Learning & Deep Learning examples
5. Dependency on AI
6.Applications of AI
7. AI Course at Edureka - https://goo.gl/VWNeAu
For more information, please write back to us at sales@edureka.co
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AI and Machine Learning Demystified by Carol Smith at Midwest UX 2017Carol Smith
What is machine learning? Is UX relevant in the age of artificial intelligence (AI)? How can I take advantage of cognitive computing? Get answers to these questions and learn about the implications for your work in this session. Carol will help you understand at a basic level how these systems are built and what is required to get insights from them. Carol will present examples of how machine learning is already being used and explore the ethical challenges inherent in creating AI. You will walk away with an awareness of the weaknesses of AI and the knowledge of how these systems work.
This document discusses the marketing strategy of Haldiram's, an Indian snack food company. It begins with an introduction that outlines the objectives of analyzing Haldiram's strategies, marketing mix, brand loyalty, and competitors. It then provides background information on Haldiram's history and profile, including their product range, awards received, and certifications. The next section analyzes Haldiram's marketing mix, focusing on their product range and customization to different regional tastes. It concludes with recommendations for Haldiram's based on the analysis.
Summer Internship Project on Haldiram's milk (Nagpur)Tarang Agarwal
This document appears to be a project report submitted by Tarang Agarwal to MAEER's MIT School of Business in partial fulfillment of a Post Graduate Diploma in Management. The report focuses on studying the retail network survey of Haldiram's milk in the western region of Nagpur city.
The introduction provides background on Haldiram Foods International Private Limited, including its establishment in 1937 and expansion into milk and milk products in 1997. The objectives of the study are outlined as analyzing Haldiram's milk distributorship, size of retail network, major competitors, and perception of retailers.
The research methodology section discusses the descriptive research design and non-probabilistic sampling using purposive
This document provides an analysis of the brand positioning of Cadbury India Ltd. It begins with an introduction and objectives. It then discusses Cadbury's industry profile, mission statement, competitors like Nestle, and a SWOT analysis. It covers Cadbury's marketing objectives, strategies, and an overview of the confectionery industry. The document is a project report submitted by a student for their BBA degree. It analyzes Cadbury's brand positioning in India across several chapters.
The document provides an overview of Haldiram's apprenticeship training program. Some key points:
1) Haldiram's offers a 1-year apprenticeship program to provide on-the-job training to students. Apprentices are paid a stipend and must complete 240 days of work and pass an exam.
2) The selection process includes a written test, interview, and medical exam. Successful candidates receive an appointment letter.
3) The training policy specifies stipend amounts and that the apprenticeship helps optimize student skills while also studying for vocational certification.
4) Haldiram's organizational structure includes various managerial roles overseeing the apprenticeship workshop training
This document is a summer training report submitted by Manchit Malhan towards fulfilling requirements for a graduate degree in business administration. The report focuses on understanding the pan masala industry and suggesting strategies to enhance sales and sales promotion activities for Pan Vilas pan masala. The report includes an introduction to the company profile, product profile, market introduction, and promotional techniques used. It also outlines the objectives, research methodology, analysis and findings, suggestions, and conclusion.
Retail management and consumer perception suchit gargTarun Aggarwal
This document outlines details of an internship project conducted at Haldiram Snacks Pvt. Ltd, including an introduction to the company, its products and manufacturing units, distribution channels, management structure, and objectives of the study which focused on retail management and consumer perception through primary research. The research methodology and data analysis chapters present findings from market visits and consumer surveys in 4 regions to understand stock status, retailers' and consumers' views of Haldiram's products and their perceptions. The conclusions provide insights that can help Haldiram improve its marketing strategies based on the research findings.
This document provides information about a marketing study conducted on Parle biscuits. It includes an executive summary of the study which examined Parle's distribution system and promotional tools. It identified issues and recommendations for improvement. The document outlines the objectives of the study which were to understand Parle's marketing strategy and examine consumer preferences and competitive activities through retailer surveys. It then describes the research methodology used, including primary and secondary data collection methods.
Pran Spice Powder is considering exporting its products to the US market. A situational analysis was conducted. Pran is a large Bangladeshi company with a strong brand and 70% domestic market share. It has skilled workers and exports to over 70 countries meeting halal and international standards. The US was selected as a target market due to the growing popularity of spices and curry, as well as the large South Asian population. A PEST analysis found the US has political stability and proximity to Bangladesh. Regulatory requirements for exported goods were also examined.
The document provides an overview of an assignment assessing Meena Sweets using Porter's model for national competitive advantage. It includes an introduction outlining the objectives, scope and methodology. It then provides a company overview covering Meena Sweets' mission, vision, objectives and background strategy. It analyzes Meena Sweets' marketing mix including products, pricing, placement and promotion. It also examines competitors and techniques to counter them. The assignment aims to evaluate Meena Sweets' competitive advantage using Porter's diamond model and provide recommendations.
THIS PRESENTATION IS TO BE PRESENTED ON THE TOPIC OF BRAND AWARENESS. THE CONTENTS ARE TO IN THE COMPANIES SCENARIO. HOW THE COMPANY IS TO BE IN THE MARKET FOR EACH OF THEIR PRODUCTS OF KSDL
Haldiram Foods International Ltd is an Indian food products company established in 1941 in Rajasthan. It produces a variety of Indian snacks and sweets. Some of its popular products include bhujia, namkeen mixtures, and sweets. It has expanded across India as well as internationally, with distribution in various countries including the US, UK, Middle East and Asia. Haldiram aims to cater to the tastes of local customers in different regions by offering customized products. It also launches special seasonal products. The company focuses on competitive prices, wide distribution network, and promotional activities to market its brands effectively.
PROJECT REPORT ON ADVERTISEMENT EFFECTIVENESS OF VERKA.docxSimranpreetkaurBrar
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1. MINOR PROJECT REPORT
ON
“MARKETING STRATEGY OF
HALDIRAM’S”
MAHARAJA SURAJMAL INSTITUTE
RECOGNISED BY UGC, U/S 2 (F)
(AFFILATED BY GURU GOBIND SINGH INDRAPRASTHA
UNIVERSITY)
C-4, JANAKPURI, NEW DELHI – 110058
SUBMITTED TO: SUBMITTED BY:
MS. PARUL DESHWAL APOORVA SAXENA
(ASSISTANT PROFESSOR) ROLL NO- 01514901709
DEPTT. OF BUSINESS BBA (GEN.) III -SEM
ADMINISTRATION
2. CERTIFICATE
This is to certify that the project entitled “MARKETING STRATEGY OF
HALDIRAM’S’’prepared by Apoorva Saxena has been completed under my
guidelines and I am completely satisfied with the work carried out by her. The project
was successfully carried out by Apoorva Saxena in partial fulfillment of BBA,
IIIrd Semester, required for the award of degree of BBA of Maharaja Surajmal
Institute.
Project Guide
Ms. Parul Deshwal
Assistant Professor
(Deptt. Of Business Administration)
3. ACKNOWLEDGEMENT
This project work , which is my first step in professionalism , has been successfully
accomplished only because of timely support of my well wishers. I would like to pay
my sincere regards to those , who directed me at every step in my project work. First
of all, I would like to express my thanks to PROF. AZAD S. CHILLAR (Director,
Maharaja Surajmal Institute) for giving me such a wonderful opportunity to widen the
horizons of my knowledge. I extend my thanks to my project guide Ms. Parul
Deshwal for her scholarly guidance, constant supervision and encouragement. It is
due to her personal interest and initiative that the project work is published in the
present form. Last but not the least, I would also like thank all the staff members of
Maharaja Surajmal Institute, friends and parents who have directly or indirectly
contributed in making this project a success, it is a tribute for their valuation. Despite
all efforts I have no doubt that error and obscurities remain that seen to afflict a
working project for which I am capable.
(APOORVA SAXENA)
Roll no.- 01514901709
BBA (Gen.) 3rd Sem.
4. TABLE OF CONTENTS
CHAPTER 1:- INTRODUCTION
• Objectives
• Research Methodology
• Limitations
CHAPTER 2:- BACKGROUND AND PROFILE OF THE
ORGANISATION
• Background
• Company’s profile
I. Profile
II. Certificates and honors
CHAPTER 3:- ANALYSIS AND INTERPRETATION
CHAPTER 4:- CONCLUSION AND RECOMMENDATIONS
• Conclusion
• Recommendations
• References
6. OBJECTIVES
The objective of our project is
• To study the marketing strategies and brand loyalty of Haldiram’s
• To study the marketing mix of Haldiram’s
• To study the behaviour of the consumer with respect to attributes such as
Brand Loyalty and come up with recommendations as to what all needs to be
considered keeping the consumer in mind
• To analyze Haldiram’s competitor and compare their strategies and come up
with recommendations for any problem being faced by it.
RESEARCH METHODOLOGY
The study is an exercise involving estimation of parameters as regard to
organizational requirements- Research was designed so as to get the relevant
information that can be used for various organizational purposes.
DATA SOURCE:
Research included collecting both primary and secondary data.
PRIMARY DATA is the first hand data, new data gathered to help solve the
problem at hand. Data is collected personally for the specific project through research.
Questionnaire was prepared to gather information on the company marketing and
services.
7. SECONDARY DATA is the is the second hand data collected by someone else with
is gathered through internet, publications, articles, company books, etc.
DATA COLLECTION:
The data collection method used was none other than survey method which is usually
incorporated for collection of raw information. The survey method is advantageous
because it helps to collect a great deal of information about an individual respondent.
Survey:
The type of survey undertaken was that of sample type keeping in consideration the
time constraint and paraphemalic, besides the viability of census survey. The sample
survey thus being taken to the right path to reach the desired destination was carefully
planed to convert of the operation by using selected samples.
Statistical Tool:
The tool for obtaining the information was questionnaire. A structured questionnaire
was administered. The questionnaire was designed in the view both major and minor
objective of study.
Sampling: With the customer being unknown and given the time and resource
constraints random sample was obtained from different people.
Data completion and analysis:
After the data was collected, it was tabulated and findings of the project were
presented followed by
analysis and interpretation to reach certain conclusions.
8. LIMITATIONS
1. The sample was collected using sampling techniques. As such result may not give
an exact representation of the population.
2. Most of the data being secondary can be biased towards the company.
3. Shortage of time is also a reasonn for incomprehensiveness.
4. Most of the information was taken from secondary sources being based on
previously printed data.
10. BACKGROUND
HALDIRAM – is a name associated with consumers for sweets and namkeens for the
past six decades in India and abroad. It made its modest start in the beginning 1941 in
Bikaner in the State of Rajas than. Today the company has diversified into snack
food, sweets, syrups, biscuits and fast food. It is the leader in the Namkeens segment
with a 70% of that total share in the market.
Haldiram’s is a huge brand and has diversified its activities into various industries.
The one industry where it is the king right now is the “namkeens” industry. Hence the
project mainly focuses on studying Haldiram’s namkeen division, though other areas
have been briefly mentioned.
Haldiram’s offers a wide range of products to its customers. The product range
includes namkeens, sweets sharbats, bakery items, dairy products, chips, pappad and
ice creams. However namkeens remain the main area of focus for the group as it
contributes close to 60% of its total revenues. By specializing in the manufacturing in
the namkeen market the company has created a niche market. The raw materials used
to prepare namkeens are of best of quality and are sourced from all over India.
The food industry in India is forever changing to suit their consumers’ palate,
preference and pocket. All the players in the industry thus, have to constantly adapt to
the ever-changing trends and invent and re-invent themselves to stay in the league.
Haldiram’s competes on the basis of numerous factors including brand recognition
due to distinct packaging, product quality, traditional taste and authentic Indian
flavour.
11.
12. COMPANY PROFILE
Name Haldiram Foods International Ltd
Company Logo
Address 880, Haldiram House, Bhandara Road
City Nagpur
State/Province MS
Zip/Postal Code 440008
Country India
Phone 00917122681191
Fax 00917122680218
Website http://www.haldirams.com/
- Asian Foods
Products - Candy & Confectionery
- Processed Food
- Snacks
Awards
• Haldiram’s bagged the prestigious ‘INTERNATIONAL AWARD FOR
FOOD & BEVERAGES’ awarded by Trade Leaders Club in Barcelona,
Spain in 1994.
• The Group has also to its credit ‘KASHALKAR MEMORAIL AWARD’
presented by All India Food Preservers Association (Regd.) in 1996 at its
Golden Jubilee Celebration for manufacturing the best quality food products.
13. • ‘BRAND EQUITY AWARD 1998’ was awarded by Progress Harmony
Development Chamber of Commerce & Industry in recognition of creating
successful Indian Brand ‘HALDIRAM’.
• ‘APEDA EXPORT AWARD 2001-2002’, awarded by Agricultural &
Processed Food Products Export Development Authority for the outstanding
contribution to the promotion of Agricultural & Processed Food Products
during the year 2001-2002.
• ‘MERA DELHI AWARD – 2004’ for the exemplary contribution in the field
of export.
Certifications
Haldiram’s has the following quality certifications:
• ISO 9002
• HACCP
15. MARKETING MIX
Product
Haldiram’s offers a wide range of products to its customers. The product range
includes namkeens, sweets sharbats, bakery items, dairy products, chips, pappad and
ice creams. However namkeens remain the main area of focus for the group as it
contributes close to 60% of its total revenues. By specializing in the manufacturing in
the namkeen market the company has created a niche market. The raw materials used
to prepare namkeens are of best of quality and are sourced from all over India.
Haldiram’s customizes its products to suit the tastes and preferences of customers
from different parts of India. It launched products, which catered to the tastes of
people belonging to specific regions. For example it launched ‘Murukkus’ a south
Indian Snack and Chennai Mixture’ for south Indian customers. Similarly Haldiram’s
launched ‘bhelpuri’ keeping in mind customers residing in western India. The
company offered certain products such as ‘Nazarana’, ‘Panchratan’ and ‘Premium’
only during the festival season in gift packs. These measures have helped Haldiram’s
compete effectively in a market that is flooded with a variety of snack items in
different shapes, sizes & flavors. It has also recently launched biscuits & cookies.
Table 1.2 on the following page shows the list of Haldiram’s products
16. Table 1.1: Product List
Namkeens
200 Gms 400 Gms
1. Plain Bhujia 1. Plain Bhhujia
2. Bhujia 2. Bhhujia
3. Karanchy Mixture 3. Navrattan
4. Navrattan 4. Khatta Meetha
5. Nut Cracker 5. Masala Moong Dal
6. Khatta Meetha 6. Moong Dal
7. Bombay Mixture 7. Nut Cracker
8. Chana Dal 8. Dal Biji
9. MasalaMoong Dal 9. All in One
10. Moong Dal 10. Aloo Bhhujia
11. Boondi Masala 11. Chana Jor Garam
12. Boondi Plain 12. Kashmiri Mixture
13. Dal Biji 13. Hara Chiwda
14. Ghatia 14. Cornflakes Mixture
15. Kabli Chana 15. Kaju Mixture
16. Bhavnagri Sev 16. Panchrattan
75 Gms
17. Aloo Masala
18. Mathri 1. Bhhujia
19. Samosa 2. Navrattan
20. Bhelpuri 3. Khatta Meetha
21. All in One 4. Moong Dal
22. Aloo Bhhujia 5. Nut Cracker
23. Nimbu Masala 6. Aloo Bhhujia
7. Boondi Plain
8. Boondi Masala
9. Nimbu Masala
10. Peanut Salted
11. Masala Moong Dal
30 Gms
17. 24. Long Sev 1. Nut Cracker
25. Methi Sev 2. Peanut Salted
26. Peanut Salted 3. Aloo Bhujia
27. Peanut Masala 4. Bhujia
28. Chana Jor Garam 5. Navrattan
29. Bombay Chana 6. Moong Dal
30. Kashmiri Mixture 7. Khatta Meetha
31. Cornflakes Mixture 8. Nimbu Masala
32. Hara Chiwda Mixture
33. Mint Lachha
34. Chilli Chatak Lachha
35. Kaju Mixture
36. Panchrattan
37. Shahi Mixture
18. 65 Gms
1. Kahmiri Mixture
2. Cornflakes Mixture
3. Kaju Mixture
Sweets Syrups (700 ML)
1. Rasgulla (1 Kg Tin Pack) 1. Rose Syrup
2. Jamphal (1 Kg Tin Pack) 2. Khus Syrup
3. Cham Cham (1 Kg Tin Pack) 3. Orange Crush
4. Kesar Rasbhari (1 Kg Tin Pack) 4. Pineapple Crush
5. Kalam Petha (1 Kg Tin Pack) 5. Lemon Crush
6. Keasar Ganderi (1 Kg Tin Pack) 6. Mango Crush
7. Raj Bhog (1 Kg Tin Pack) 7. Kala Khatta
8. Dry Petha 8. Badam Kesaria
9. Karachi Halwa (250/500 Gms) 9. Thandai Kesaria
10. Soan Papdi (250/500/1000 Gms)
11. Soan Cake (250/500 Gms)
Can Packs
Perishable Sweets
1. Moti Choor Ladoo/Boondi Choor Ladoo 1. Bombay Mixture
2. Plain Burfee 2. Aloo Bhujia
3. Dhoda Burfee 3. Cornflakes Mixture
4. Moong Dal Burfee 4. Panchrattan
5. Besan Ladoo 5. Khatta Meetha
Cookies
6. Atta Ladoo
7. Pinni 1. Jeera Cookies (75/300 Gms)
8. Kaju Gunjia 2. Atta Cookies (75/300 Gms)
9. Anjeer Burfee 3. Ajwain Cookies (75/300 Gms)
10. Mix Sweets 4. Coconut Cookies (75/300 Gms)
11. Mix Sweets 750 Gms 5. Butter Badam Cookies (75/300
Gift Packs
Gms)
1. Namkeen Nazrana 6. Kaju Pista Cookies (75/300
2. Sweet Spicy Gms)
3. Meetha Chatpata 7. Choco Chip Cookies (75/300
4. Thoda Sa Meetha Thoda Sa Namkeen Gms)
Ready To Eat Food
5. Meethe Meethe Pal
19. 6. Double Mazaa 1. Panipuri (340 Gms)
2. Bhelpuri (160/320 Gms)
Pickles Chips
1. Mango Pickle (400/1000 Gms) 1. Classic Salted (400/1000 Gms)
2. Lime Pickle (400/1000 Gms) 2. Pudina (400/1000 Gms)
3. Chilli Pickle (400/1000 Gms) 3. Peprica (400/1000 Gms)
4. Mix Pickle (400/1000 Gms) 4. Mast Masala (400/1000 Gms)
5. Takatak (55/120 Gms)
• Namkeens
Savouries or namkeens, as they are known, is where the Haldiram’s story began.
Savoury snacks have been a part of Indian food habit since ages. They are normally
consumed at teatime. The variety is almost mind-boggling with specialties from all
regions, which have gained national acceptance.
The company has a team of experienced Bikaneri namkeen makers who employ
techniques that have remained unchanged for over two hundred years. They use the
most high quality and original ingredients. So much so, that even the spices are
grinded in special spice grinders to give that original Bikaneri flavour which no one
else can deliver. Small wonder then that, they have managed to capture a lion’s share
of the market. And today “Haldiram’s” is a name synonymous with authenticity in
namkeen’s.
Sweets
Sweets, which is must for some, an indulgence for others; and for Haldiram’s another
area to establish its superior quality. Haldiram's sweets have found their way into
millions of households and left behind an after taste of great satisfaction, which is not
surprising because all the sweets here are made traditionally, by expert cooks using
the freshest and purest ingredients each day. After which they are tested for quality
and taste. Haldiram’s sweets are known for their range too. Delicious sweets like
Rasgullas, Jamphal (GulabJamuns), Raj Bhog, Nargisi Rolls, are hot favourites
among people in India and across the world.
20. The fact that Haldiram’s sweets are packaged and tinned in mechanized plants, which
gives them a long shelf life of about 12 months, is also of great significance.
Syrups
Imagine a hot summer day and a tall glass of chilled orange crush to cool you down.
Or a glass of hot badam milk for a cold winter night. Sounds delicious, doesn't it?
And Haldiram's range of crushes and sherbets are another fine example of its plan to
diversify and be present in every sphere of the food market.
Price
Haldiram’s offers its products at competitive prices in order to penetrate the huge
unorganized market of namkeens and sweets.
• The company pricing strategy has taken into consideration the price conscious
nature of consumers in India. Haldiram’s has launched namkeens in small packets
of 30 grams, priced as low as Rs. 5. The company also launched namkeens in 5
different packs with prices varying according to their weights
• The prices also vary on the basis of the type of namkeens and the raw
materials used to manufacture it. The cost of metallized packing also has an
impact on the price, especially in the case of snack foods.
• The company revises the prices of its products upwards only when there is a
steep increase in the raw material costs or if additional taxes are imposed
Place
The Haldiram’s products are distributed all over the country and outside country also.
Haldiram’s is successfully exporting its products to USA, UK, Australia, Middle East
& Far East Countries, Germany, Philippines, New Zealand, Nepal, Sri Lanka, UAE,
21. France, Spain, Italy, Holland, Japan, etc., Haldiram’s is an ISO and HACCP Certified
Company and is approved by FDA, USA.
• Haldiram’s has developed a strong distribution network to ensure the widest
possible reach for its products in India as well as overseas. From the
manufacturing unit, the company’s finished goods are passed on to the carrying &
forward (C&F) agent. C&F agents passes on the products to distributors, who ship
them to retail outlets. While the Delhi unit of Haldiram’s has 25 C&F agents and
700 distributors in India, the Nagpur unit has 25 C&F agents and 375 distributors.
Haldiram’s also has 35 sole distributors in the international market. The Delhi and
Nagpur units together cater to 0.6 millions retail outlets in India.
• C&F agents receive a commission of around 5% while distributors earn
margins ranging from 8% to 10%. The retail outlets earn margins from 14% to
30%. At retail outlet level, margins vary according to the weight of packs sold.
Retailers earn more margins ranging from 25% to 30% by selling 30gms pouches
(priced at Rs.5) compared to the packs of higher weights.
• Apart from the exclusive showrooms owned by Haldiram’s, the company
offers its products through retail outlets such as supermarkets, sweet shops,
provision stores, bakeries and ice cream parlors. The products are also available in
public places such as railway stations and bus stations that account for a sizeable
amount of its sales.
• Haldiram’s products enjoy phenomenal goodwill and stockists compete with
each other to stock its products. Moreover sweet shops and bakeries stock
Haldiram’s products despite the fact that the company’s products compete with
their own products.
A. Distribution Channel Structure
Fig 2.1: Outside Delhi
Haldiram’s
Organization
23. B. Functions Performed by the Channel Member
• The main functions of different channel members are to supply goods, to
achieve targets and to increase sales.
• One of the main functions of C&F agents is to achieve the targets assigned to
them. They are responsible for all the activities of their areas.
• Maximum sale of the Haldiram’s products comes from the Nankeens and
other packed products which is nearly Rs.250 crore yearly.
• The sale of other goods including the sales of its entire outlet is around Rs.150
crore.
C. Selection of Channel members
Channels members are selected if the following facilities are available: -
• Warehouse Facilities
• Experience sale persons.
• Van, truck, three-wheelers for transportation.
• Registered office.
• Proper computer facility for maintaining accounts.
• Financially strong
24. D. Order processing
• Sales persons of C&F agents and distributors go to the retailers of their areas
and bring the order daily. After that they give order in the Corporate Office of
Haldiram’s in Mathura road to the general manager. From corporate office
general manager gives order in the factory. (Nodia/Gurgaon/Mathura Road)
• As the order is ready to deliver and on confirming from the corporate office,
the goods are delivered in the trucks.
• Orders within Delhi and the places near Delhi (like Meerut) are delivered
within 24 hours.
• Orders outside Delhi are delivered according to the distance. It takes from 24
hours to 72 hours.
• Every distributor and C&F agent has a fixed day in a week to give an order.
• Haldiram’s has its own warehouse, which is managed by its own staff.
E. Physical movement of the goods
The order of Haldiram’s is delivered by truck. Haldiram’s pays the expenses for
transportation of the goods.
Promotion
Haldiram’s product promotion had been low key until competition intensified in the
snack foods market. The company tied with ‘Profile Advertising’ for promoting its
products. Attractive posters, brochures and mailers are designed to enhance the
visibility of the Haldiram’s brand.
• Different varieties of posters are designed to appeal to the masses. The punch
line for Haldiram’s products was ‘Always in good taste’. Advertising depicting
25. the entire range of Haldiram’s sweets and namkeens were published in the print
media (magazines and newspapers). These advertisements had captions such as
‘millions of tongues can’t go wrong’, ‘what are you waiting for, Diwali??’ and
‘Keeping your taste buds on their toes’.
• To increase the visibility of the Haldiram’s brand, the company has placed its
hoardings in high traffic areas such as train stations and bus stations. Posters are
designed for display on public transport vehicles such as buses and hoardings.
• Captions are developed that focus on individual products such as ‘yeh corn
hai’ (this is corn), ‘chota samosa – big mazaa’ (small samosa- big entertainment)
‘yeh kashmiri mix khoob jamega’ and ‘oozing with taste’ (for Rasgoolas)
promoted individual products .
• Special brochures are designed for those customers who want to know more
about Haldiram’s products. The brochures describe the products and give
information about the ingredients used to make those products. Mailers are also
sent to loyal customers and important corporate clients as a token of appreciation
for their patronage.
• Packaging is an important aspect of Haldiram’s product promotion. Since
namkeens are impulse purchase items, attractive packaging in different colors
influences purchases. Haldiram’s uses the latest technology (food items were
packed in nitrogen filled pouches) to increase the shelf life of its products. While
the normal shelf life of a similar product is under a week, the shelf life Haldiram’s
product is about six months. The company projects the shelf life of its products as
its unique selling proposition.
• Posters highlighting the shelf life of its products carried the caption ‘six
months on the shelf and six seconds in your mouth’.
• During festival season, Haldiram’s products are sold in attractive looking
special gift packs.
26. • The showrooms and retail outlets of Haldiram’s give importance to the point
of purchase (POP) displays. Haldiram’s snacks are displayed on special racks,
usually outside retail outlets. The showrooms has sign boards displaying
mouthwatering delicacies with captions such as ‘Chinese Delight’, ‘Simply
South’, ‘The king of all chats.’ Posters containing a brief account of the history of
Haldiram’s along with pictures of its products are also displayed at these
showrooms.
• Haldiram’s has also diversified into the restaurant business to cash on its brand
image. The company has established 6 restaurants overall in India. The restaurant
at Nagpur devised an innovative strategy to increase its business. It facilitated
people who were traveling by train to order food from places where stockists of
Haldiram’s, Nagpur unit were located. The customer could order for lunch/dinner
by sending a demand draft or a cheque to the Nagpur unit or giving the same to
specified local distributors belonging to the Nagpur unit. Along with the
DD/Cheque, customers had to provide information such as the same name of the
train, its likely time of arrival at Nagpur, their names and coach and seat numbers.
• Haldiram’s restaurants in Delhi also use innovative ways to attract customers.
The restaurants located at Mathura and Lajpat Nagar have special play area for
children.
• To cater to NRI’s and foreign tourists, who hesitate to consume snack foods
sold by the roadside vendors since they do not prepare the foods in a hygienic
manner, Haldiram’s restaurant uses specially purified water to make snack foods
including ‘pani puri’ & ‘chat paapri’.
These promotional strategies have helped Haldiram’s to compete effectively with the
local restaurant chains such as Nathu’s, Bikanerwala and Aggarwal’s and with
western fast food chains such as Mc Donald’s and Pizza Hut.
27. A. Advertising Strategy
Haldiram’s advertisements have traditionally been copy heavy for various reasons and
do not have any face, known or otherwise, attached to them. They are graphic heavy
as well with extremely vibrant use of colour. Its advertisements earlier had a mature
approach with the base line “Always in good taste”, but of late due to a shift in target
audience the base line of the advertisements too has been changed to “Every zuban
pe”. This year, an otherwise conservative company, it has upped ad budgets by more
than 60% to Rs 1 crore - still a far cry though from Lays which spends over Rs 30
crore annually. But these ads were for what it calls its `new generation products' -
chips, funchees, masala balls and Taka-tak.
a) Visual (Typography, Layout)
Haldiram’s typography contains a very stylized and sophisticated font style, which
conveys the image and the personality of the brand.
The layout is picture heavy with extensive use of colour so as to make the
advertisement attractive and tempting, which is true of any food advertisement.
b) Verbal (Copy Style)
Initial advertising of the brand contained long copy but this phenomenon has recently
changed as the company is now going in for a very precise and clear form of
communication in an informal manner.
c) Attitudinal
Haldiram’s advertisements are not attitudinal in nature but are rather formal and
mature. This trend is steadily converting into a more informal, relaxed and ‘hinglish’
style.
28. THE BRAND
Introduction
The food industry in India is forever changing to suit their consumers’ palate,
preference and pocket. All the players in the industry thus, have to constantly adapt to
the ever-changing trends and invent and re-invent themselves to stay in the league.
Haldiram’s competes on the basis of numerous factors including brand recognition
due to distinct packaging, product quality, traditional taste and authentic Indian
flavour. The company’s timely introduction of new products and line extension has
played a major part in the buying behaviour of consumers as well.
A word of caution for the company though is that it should concentrate on its
branding activities, which will be its saving grace in the future. As the competition
toughens the only thing to see a company through would be its ability to adapt to
change, share of space and share of voice in the market.
Figure 3.1 on the following page shows the ‘Eleven Brand Definitions’
29. Eleven Brand Definitions
Fig 3.1: Eleven Brand Definitions
BRAND PRODUCT
BRAND
EQUITY
BRAND
PROPERT BRAND
Y NAME
BRAND
HALDIRAM’S BRAND
MNEMON
I C CORE
VALUE
BRAND BRAND
POSITION
ING
CHARAC
TER
BRAND
BRAND
PERSONA
POSITION
LITY
30. a) Product
Haldiram’s products are traditional high quality Indian sweets, namkeens and snack
food items at a premium yet affordable price. They were the first in India to use state-
of-the-art technology for manufacturing traditional Indian snack items thus setting
quality standards and improving the shelf life of the products as well.
b) Brand
When it comes to sweets, namkeens and snack food items, Haldiram’s is a name
trusted across the Indian sub-continent. It is a name associated with high quality and
traditional taste.
c) Brand Name
The brand name Haldiram’s came from the owner’s forefathers and one thing is clear,
the name has been chosen on a purely personal basis. What was chosen as a name for
the company decades ago has today revolutionized the way we look at the ethnic
snack food industry.
d) Brand Core Values
Haldiram’s brand core values are quality, taste, variety, traditional and very Indian.
e) Brand Character
The brand character of Haldiram’s that distinguishes it from its main competitor
FRITO LAYS is its ‘traditional Indian taste’.
f) Brand Personality
It is not the brand alone but the manner in which the brand presents its characteristics.
Haldiram’s depicts the personality of a man, who is rooted in his tradition out of
choice and not compulsion. He is very Indian in his tastes, choices and behavior and
puts a high premium on quality as well.
31. g) Brand Position
This refers to the consumers’ placement of a company vis-à-vis its competitors.
Haldiram’s has also been rated as the second fastest growing FMCG Company in
India, has 70% of the total market share in the namkeens category and is posing to be
the biggest threat to the multinational giant FRITO LAYS in the snack food market.
As far as the sweets and namkeens are concerned it is the undisputed leader in the
organized sector.
Its position in terms of pricing is premium yet affordable. It enjoys top of the mind
recall and awareness in its target audience but this could very easily be subverted if
the company does not bring into place strong branding strategies immediately.
h) Brand Positioning
Haldiram’s has uniquely positioned its brand. It has positioned itself as a premium
segment product available to all those who can afford it. It is in not perceived to be
cheap but does offer good value for money giving high priority to quality and taste
standardization throughout its outlets, which are suitably located in posh areas of the
city. Initially the brand catered only to the 35+ category with its positioning statement
“Always in good taste” but lately the company has started to target kids and teenagers
as well with a hinglish baseline “Every zuban pe”.
Haldirams has also gained an edge over its competitors by minimizing promotion
costs. Haldirams once was just another sweet maker but it had moved into trained
brands by improving the product quality and packaging. Through its clever products
& brilliant distribution it has moved into the star category of brands.
i) Mnemonic
Whenever one things of a brand, the first thing that comes to the mind that reminds us
of just the brand and not the features attached to it is considered as the mnemonic for
that brand. In Haldiram’s case it is not available as yet but is under consideration. For
the time being the logo itself could be taken as the mnemonic for the brand.
32. j) Brand Property
It is the memory device, which not only reminds the consumers of the brand name but
also its core values. In case of Haldiram’s the brand property would be its red and
white stylized logo and its base line “Every zuban pe” which is reminiscent of the
fact that the brand is an established one with top of the mind recall.
k) Brand Equity
In case of Haldiram’s the brand equity is its 70% holding of the entire market for
namkeens, its undisputed leadership in the sweets category and also top of the mind
recall amongst the target audiences’ vis-à-vis the competitors in the sweets and
namkeen market achieved through decades of quality and taste control measures. The
taste that Haldiram’s provides through its products is very Indian and yet it maintains
international quality standards.
COMPETITION ANALYSIS
Introduction
To retain and expand its market share for higher profitability a company must
understand it’s competitive environment. It must know its competitors, their
strategies, the strengths and their weaknesses.
The major objectives of this comparison are to:
• Analyze Haldiram’s competition (in Namkeens Segment) from an industry
and marketing point of view
• Analyze the intrinsic long run profit attractiveness through Porter’s 5 force
model
• Formulation of competitive strategies
33. • Study the designing of competitive strategies
Competitors of Haldiram’s (in Namkeen Segment)
The following are the major competitors of Haldiram’s:
• Frito Lays
• Bikano
• MTR
• Unorganized Sector
However the comparison is restricted to Frito Lays, as this is the closest competitor of
Haldiram’s.
Levels of Competition
This analysis covers all four levels of competition for Haldiram’s: Brand, Industry,
Form and Generic.
Table 6.1: Levels of Competition
Brand Bikano, Frito Lays, MTR, Lehar, Unorganized
Sector
Industry Differentiated Oligopoly
Form Traditional snacks like Samosa, Kachori, etc.,
Burgers, Pizzas, Salty Biscuits, Bakery Items
Generic Any product competing for the same of amount
consumer dollars
34. A. Brand Competition
Brand Competition includes other companies offering similar products and services to
the same customers at similar prices. Here, the brand competition would be all the
companies selling Namkeens along the same lines as Haldiram’s. Because of this
brands like Bikano, Frito Lays, etc… and the unorganized sector are considered as
brand competitors.
B. Industry Competition:
The namkeens industry is essentially made up of a few players producing the same
product partially differentiated along the lines of quality, styling and services. This
means that the namkeens industry follows the pattern of ‘Differentiated Oligopoly’.
C. Form Competition:
Form competition essentially means that competitors who produce products that
supply the same service. In case of Haldiram’s Namkeens, it faces stiff competition
from traditional snacks like samosas, kachoris etc. and others like salty biscuits,
pizzas, burger and bakery items as people tend to substitute namkeens very easily with
these products.
D. Generic competition
Generic competition essentially includes those companies competing for the same
amount consumer money. In case of Haldiram’s, it includes all edible products in the
same price range
Porter’s Five Forces Model
Porter’s five forces determine the intrinsic long-run profit attractiveness of a market
or a market segment. The following is the analysis of this model with respect to
Haldiram’s:
35. 1) Threat of Intense Segment Rivalry (Industry Competitors)
Haldiram’s did not face any intense segment rivalry in the initial stages and some time
after that, but the last few years have seen a lot of players entering the
namkeens/snack food segment. This has led to various new products being introduced
by all. Variety and higher quality standards have been set & the companies are
competing with each other to grab a larger market share in this segment and hence
there is evident segment rivalry. The primary and potential threat that appears to
Haldiram’s is from the unorganized segment with its lower pricing and variety in the
products.
36. 2) Threat of New Entrants
There is a threat of new entrants especially from the unorganized sector that has lesser
quality pressures. The entry and exit barriers are both low leading to stable returns,
therefore big companies may enter this segment looking for a quick profit.
3) Threat of Substitute Products
Threat of substitute products arises from the ability of the consumer to substitute
namkeens by other things that suit him. For example ice creams, biscuits, bakery
products. Like wise and outing for burger and other fast food items may also
substitute for namkeens. The players have to monitor prices closely as a fall in the
prices of these substitute products may lead to a price cut in the namkeen segment as
well.
4) Threat of Buyer’s Growing Bargaining Power
There’s no threat of buyers’ growing bargaining power, as it doesn’t represent a
significant portion of the buyers’ cost. The buyers do not seem to be very price
sensitive and nor are they more concentrated (buyers are distributed across a wide
geographical region in the country) or organized.
5) Threat of Supplier’s Growing Bargaining Power
Suppliers are unorganized and there are a lot of substitutes available to the company.
Moreover the number of suppliers being large and the size of the suppliers being very
small as compared to the company, the company is in a strong bargaining position.
Hence there is no such threat of suppliers’ growing bargaining power.
Figure 6.1 on the following page shows the ‘Porter’s 5 Force s Model’ with respect to
Haldiram’s
37. Fig 6.1: Porter’s Potential Entrants
Five Forces Model
(for Namkeen
• Low entry and exit
segment)
barriers
• Stable return
• Industry Growth rate
• Economies of scale
• Incumbents’ defense
of market share
Suppliers
• Many competitive
suppliers
• Low costs to switch
suppliers Industry Competitors Buyers
• Size small as
compared to company • Good market growth • Product doesn’t
rate represent significant
• Market equilibrium fraction of buyers’
intact cost
• Low exit cost. • Price sensitivity is
• Frequent innovation low.
making it expensive to • Buyers are distributed
compete and not organized
• Presence of strong and
aggressive competitors
Substitutes
• Lot of substitutes for
namkeens
• Price trends have to be
monitored closely
(threat of form
competition)
38. CUSTOMER VALUE ANALYSIS
A. Haldiram’s
Haldiram’s being the market leader offers enormous benefits to its customers. On the
basis of the consumer behavior survey, the highest benefit that Haldiram’s offers is by
way of hygiene and taste. Another big strength of Haldiram’s, which a factor rated
pretty high by the consumers, was Packaging. By providing fresh and tight packaging
Haldiram’s ensures that their consumers can use it for a longer period of time.
Another benefit that Haldiram’s offers is the immense variety in their product line. In
fact in the namkeens segment itself Haldiram’s offers about 40+ varieties and ensures
that this benefit stays on by constantly innovating and coming out with new types of
namkeens. The best part is that they offer traditional snacks rather than modern
snacks, which go down very well with the Indian consumer.
B. Frito Lays
According to the consumer behavior survey, the consumers rated packaging the
highest thereby signifying that this is one of the best benefits that the consumers get
from Frito Lays. Apart from that price and quality were the other benefits that the
consumers got from Frito Lays. The biggest benefit is the availability of the product
as it is a product is of Pepsi Foods and hence is backed up by a string distribution
network. However it’s on the variety factor that they actually pale in comparison with
Haldiram’s.
Types of Competitive Strategies
From the information based on the consumer survey, out of 32 people 28 consumed
Haldiram’s products. Since 91% of responses indicate consumption of Haldiram’s
products, we conclude that Haldiram’s is the market leader in the namkeens
segment. In the consumer survey that we had done, hygiene and taste had come out as
39. the highest priority factors that influence the buying behavior. Haldiram’s adopts the
following market leader strategies.
A. Market leader strategies adopted by Haldiram’s
a) Increasing the total market share
Being a market leader, one of Haldiram’s strategies has been to solicit new users for
their products. They have done this by targeting the NRI’s living abroad and
exporting their namkeens there. This in turn has also helped create awareness about
their product among the non-NRI’s abroad. Its foray into the foreign markets has been
carefully strategised as in the customization of its products. Apart from this, they have
also penetrated the rural markets quiet effectively by bringing out their products in
small, affordable packets. All these new markets have helped consolidate Haldiram’s
position as a market leader.
b) Defending Market Share:
To protect its position as market leader, Haldiram’s makes use of two defense
strategies: Position Defense and Mobile Defense.
1) Position Defense
Haldiram’s has built for itself quite a superior brand image, making it extremely
difficult for its competitors to break this image. Thus the competitors have to put
in extra efforts to create a brand much more superior than Haldiram’s.
2) Mobile Defense
This involves the leader stretching its domain over new territories that can serve
as future centers for defense and offense. Under this defense, Haldiram’s follows
the ‘Market Broadening’ mobile defense. The recent establishment of their
Nagpur plant shows that they are now concentrating on the Southern region. Also
their foray into the international market and their deeper penetration into the rural
40. market coupled with the introduction of their new product range like syrups,
pickles, etc.
3) Counteroffensive Defense:
When Haldiram’s had started its business there were very few other players in the
market. That brought in complacency in Haldiram’s as far as advertising of its
products was concerned. The popularity of Haldiram’s has till date spread through
the word of mouth. Now with new competitors coming in and advertising their
products aggressively Haldiram’s has realized the need to advertise its own
products and has lately forayed into TV advertisement. Thus Haldiram’s has
followed counter offensive defense as in it has responded to the competitors
attack.
c) Expanding Market Share
1) Haldiram’s
Over the years, Haldiram’s has been diversifying its product line and entering
newer markets. This has resulted in considerably expanding the market share of
Haldiram’s, thus also substantially increasing their products.
2) Frito Lays
With regard to the namkeens segment, Frito Lays is a relatively new player when
compared to Haldiram’s. In fact according to the consumer behavior survey that
we had carried out, out of the 32 respondents, 29 of them consumed Haldiram’s
while only 21 of them consumed Haldiram’s. This shows that Lays still has to go
a long way if it wants to be the market leader. Haldiram’s has a very strong brand
loyalty. Hence the strategy currently being adopted by Lays is that of a ‘Market
Challenger’.
41. B. Market Challenger Strategy adopted by Frito Lays
a) Flank Attack
The strategy being adopted by Lays currently is that of a flank attack. One of the main
points of a flank attack is that the enemy’s weak points are a natural target. One of the
biggest weaknesses of Haldiram’s has been advertising. Most of the publicity has
been word of mouth for Haldiram’s. But Lays, being a product of Pepsi Foods, didn’t
have any problem on this front and in fact has a strong advertising campaign to back it
up. Also with an extensive distribution network, it has been able to penetrate the
Indian market in areas that probably even Haldiram’s has not been able too.
Share of Market, Mind and Heart
Haldiram’s has got the biggest share of mind market because generally it is the first
name that comes to the mind of the consumers when namkeens are mentioned. This is
re-iterated by the fact that in the consumer behavior survey, 91% of the respondents
actually consumed Haldiram’s as compared to the other brands. Thus the market share
of Haldiram’s coincides with the mind share mainly because of the high level of
market penetration and the word of mouth publicity that the brand enjoys. Haldiram’s
has become a household name today because of the variety of products it offers, the
taste and the good quality of the products, innovative and packaging has also helped
in building the brand image. Haldiram’s has also got the biggest share of heart
because most of the people prefer consuming Haldiram’s products. A large share of
heart predicts a high market share in the future. Thus Haldiram’s enjoys a good share
of heart and mind along with the biggest market share. This would help Haldiram’s in
retaining its share in the market in the future.
42. SWOT ANALYSIS
Introduction
A. Strengths
• Haldiram’s has a large product basket for the customers to choose from. One
of the biggest reasons for their namkeen segment succeeding is the continuous
updation of their product range.
• Their brand is associated with tradition and quality.
• Their products are known among the most hygienic products available in
this segment.
• Their packaging is attractive and innovative which makes for easy
discernment of their products on the shelves, is safe and keeps contents fresh for
long.
• Their production processes are semi-automated and by using state of the
art technology they have been able to increase the shelf life of their products from
one week to six months.
• They are the undisputed market leaders in the namkeen segment.
• Haldiram’s has been able to build its brand today on the basis of word of
mouth publicity, which has actually taken a lot of people by surprise.
• Approval by FDA-HACCP, ISO 9002 and SPA stand testimony to the
emphasis that Haldiram’s lays on the high quality for its products.
• Haldiram’s is aggressively trying to capture the international markets by
customizing its products and packaging according to foreign tastes.
43. • Though a large percentage of their consumers are middle-aged customers
who are fond of namkeens, yet they are successfully catering to all age groups and
sections of society.
• By launching small packets of their diverse namkeen products, they have
successfully penetrated the rural markets.
• Online selling of their products through indiatimes.com
B. Weaknesses
• Haldiram’s doesn’t lay emphasis on the need to carry out market surveys
either to know the consumer needs or their feedback.
• Haldiram’s started advertising its products too late, as it is not a firm
believer in big marketing budgets and lavish promos because of which they might
have lost the initial advantage.
• The Company has no policies on Corporate Social Responsibility and
environmental norms, which may affect their Goodwill in the long run.
• The Haldiram’s group consists of three concerns that are independent of
each other and also there is a lack of collaboration between the three concerns,
which affects the reputation of the company and is a hindrance in its growth.
• The company is not as cash rich as its competitors, which gives its
competitors an edge.
• Company portfolio does not include western snack foods
C. Opportunities
• Though till now, Haldiram's presence in the western snack foods segment is
restricted to potato chips. It has plans to market convenience food products in the
ready-to-eat format, such as paneer, pulao, dal and vegetables.
44. • If the company starts associating itself with other brands, it will help
strengthen the brand image and bring in larger profits.
• Haldiram’s doesn’t have any special namkeen for the kids and teenagers
segment, which is a huge potential target market.
• Diversifying the namkeen product line further through constant innovation.
• Greater scope to increase market share and profits as they have just started
advertising. Opportunity to go into radio advertising leading to greater rural
penetration.
• To cut into the unbranded sector by reducing prices to capture value conscious
customers.
• Having a premium product line to capture high-end consumers.
D. Threats
• A large number of competitors have started entering this segment which might
erode the market share of Haldiram’s. For example companies like Frito Lay’s,
ITC, etc, which is cash rich companies, can actually undercut Haldiram’s profits
as they can afford to reduce their prices.
• As there are three concerns under the Haldiram’s group, the quality standards
differ substantially and any irresponsibility on the part of any one concern will
have a negative impact on all the three as they share the same brand name.
• Competitors such as MTR, Tasty Bites and ITC have already entered the
western snack food market and taken the initial advantage whereas except for
potato chips, Haldiram’s is still considering entering this segment.
• If Haldiram’s doesn’t realize the importance of aggressive advertising, its
competitors will cut into its market share as they do advertise on a large scale.
45. • Competition from local restaurants cum sweet shops.
• High market presence and share of the unorganized sector.
46. SWOT Matrix – 1 (Figure 4.1)
STRENGTHS WEAKNESSES
OPPORTUNITIES • Existing customer base • Opportunity to
largely middle-aged spread the brand name
people, with an and increase market
opportunity to tap kids and share through
teenager segment using aggressive advertising,
their brand name. which they haven’t yet
resorted to.
• Ability to use superior
technology, brand name • By integrating all
and packaging techniques the three concerns
to cut into the unbranded under the group,
sector. Haldiram’s can
eliminate brand
fragmentation and
increase its profits.
47. THREATS • Overcoming • Conflict between
competition by utilizing concerns resulting in
their wide variety of cutting into each
products. other’s market share.
• Lack of
transparency in the
organization, which
may cause difficulty in
raising funds for
further expansion.
• Lack of Corporate
Social Responsibility
(CSR), which may
affect the Goodwill of
the organization.
SWOT Matrix – 2 (Fig 4.2)
STRENGTHS WEAKNESSES
1. Variety 1.Market Surveys
2. Brand Image 2.Started advertising too late
3. Hygienic 3.No policies on CSR
4. Packaging 4.Lack of collaboration between the three
concerns
5. Technology
5.Not cash rich as it’s competitors
6. Market Leader
48. 7. Word of mouth publicity
8. Quality
9. Exports
10.Wide consumer base
11.Rural penetration
12.Online selling
OPPORTUNITIES THREATS
1.Western snack foods segment 1.Large number of competitors
2.Associating with other brands 2. Three concerns affecting each other’s
image.
3.Kids and teenagers segment
3. Competitors have already entered the
4.Diversifying further
western snack foods market.
5.Radio advertising
4. Lack of aggressive advertising.
FINDINGS AND ANALYSIS
49. The following chart shows the distribution of the respondents according to the age
group:
A. Consumption Patterns
Age Profile of Respondents
Do you consume Haldiram's products?
m ore than 50
6% 15-20
6%
NO
41-50 21-24
9% 9% 19%
31-40
22%
25-30
38%
YES
91%
• In response as to whether or not they consumed Haldiram’s products, 29 of the
32 answered in the positive, which translates into almost 91% of the sample size.
This establishes the superiority and awareness of the product among the people.
Also another interesting point observed was that the three who didn’t consume
Haldiram’s products weren’t actually averse to Haldiram’s products but did not
consume them because they either didn’t consume namkeens generally or had
some medical constraints.
• Another point that came across was that when questioned about the
consumption of other brands, the closest competition for Haldiram’s came form
Namkeen Consumption Pr e fe r L o cal Sn ack s ?
OTHERS 7
MTR 3
Y ES
Brand
BIKANER 14
34%
LEHAR 21
LAYS 21 NO
HALDIRAM'S 29
66%
0 10 20 30 40
No. of Respondents
50. Lehar and Lays as 21 of the surveyed people consumed these too. Also only 34%
preferred local snacks when compared to branded snacks which shows that the
branded snacks segment is cutting into the unbranded segment.
B. Brand Loyalty
H a v e b e e n c o n s u m in g H a ld ira m 's s in c e .......
1- 3 y ear s
31 %
6mths - 1 y ear
10%
le s s tha n 6 mths gr eater than 3
0% y rs
59%
les s than 6 mths6mths - 1 y ear1- 3 y ears greater than 3 y rs
• 59% of the respondents have been consuming Haldiram’s namkeens for over 3
years while 31% have been consuming it for between 1-3 years. With the arrival
of so many competitors on the scene, even a period of year is long enough to
prove brand loyalty which is established very firmly in this case. Thus the chances
of the substitutability of the Haldiram’s namkeens by any other brand seem to be
rather low as there has been no switching of brands by any of these respondents.
Those who have tried it have maintained their loyalty towards it. This is again re-
iterated by the following chart, which depicts the perceived change in the quality
of Haldiram’s namkeens by the consumer.
51. Comparison of quality over the period of use
16
14
No. of Respondents
12
10
8
6
4
2
0
Significantly Better Neutral Worse Significantly
Better Worse
• None of the respondents subscribed to the view that the quality of Haldiram’s
namkeens has got worse. They were either neutral or found it to be
better/significantly better than before. This might be one of the reasons for the
strong brand loyalty.
Buying Roles
The Influencer
Friends 10
Neighbours 1
Relatives 1
Family 14
A ds 1
Self 18
0 5 10 15 20
No. of Re s ponde nts
• On the basis of the chart above, it is evident that when it comes to buying
namkeens people tend not to get influenced by others. They rely on their own
sense of judgement to buy namkeens. However in some cases the family members
tend to influence the buying patterns of the buyer. Hence in this case there seems
52. to be a vacuum when it comes to the role of the ‘Influencer’. Because of this the
respondent himself also usually plays the role of the ‘Decider’.
• Another interesting observation is that only 1 respondent of the 32 considered
advertisements as being influential while buying. This correlates with Herzberg’s
two-factor theory as the absence of advertisements may have led to
dissatisfaction among the consumers but its presence doesn’t seem to have had
any significant impact on the satisfaction or buying trends of the consumer.
C. Fact
ors Influencing Buying Behaviour of Namkeens
Factors affecting purchase of
Namkeens
Packaging
Factors
Quality
Price
0 5 10 15 20 25
No. of Re s ponde nts
• Consumers gave the highest priority to the taste of the namkeens as compared
to the other factors. Quality came in a close second on their priority list. What
came, as a surprise was that none of the respondents considered packaging as part
of their selection criteria, on which Haldiram’s usually lays so much stress.
Feature Preference(s)
30
25
No. of Respondants
20
15
10
5
0
Variety Food Taste & Hygiene Nutritional Price Packaging
Quality Value
Very Important Important Somew hat Important Least Important Not at all Important
53. • Again when asked to rate the importance level of six factors, the results were
interesting as most of the respondents considered ‘Packaging’ as only
somewhat important. Also the opinion on the price feature was divided as
some of them considered it being important while some others considered it
somewhat important and some even didn’t find it important. The strongest
factors that influenced the buyer while purchasing namkeens were Food taste
and quality and Hygiene. The majority of the respondents rated these two
factors as being ‘Very Important’. Apart from this consumers also considered
‘Variety’ as an ‘Important’ factor while buying Namkeens. Nutritional value
didn’t seem to have much of an effect on the buying trends as opinion here
again seems to be divided.
I find Haldiram's price...
Very High Very Low Low
3% 0% 0%
High
41%
Reasonable
56%
54. • With respect to Haldiram’s it was found that 56% of the respondents
considered the price to be reasonable. However 41% also considered it to be
high. This confusion is however solved when viewed in the light of the
following graph that analyses the rating of various factors.
Rating of factors influencing buying behaviour for Haldiram's
95
Total Score
90
85
80
Packaging Variety Price Quality Hygiene Taste
Factor
• In the above chart, the respondents were asked to rate the factors based on a 5-
point scale, 5 being the highest. The total score for each factor has been computed
by multiplying the rating with the corresponding number of respondents. Here
again the same trend of hygiene and taste being given the highest priority is
reiterated. The confusion relating to the price factor is solved as ‘Price’ gets the
least priority among the people surveyed. Hence people don’t mind paying for
Haldiram’s namkeens as long as they get a tasty and hygienic product as value for
their money. Once again Packaging, which is a top priority for Haldiram’s, fails to
get top priority among the consumers and finishes fifth on the priority list. This
can be correlated to Herzberg’s two-factor theory. The absence of good packaging
may lead to dissatisfaction among the consumers but the presence of it does not
seem to create any particular satisfaction among the consumer.
55. I find Haldiram's Namkeens nutritional
value...
30 27
Respondants
20
No. of
10 5
0
0
Minimal Adequate Healthy
• When it comes to then nutritional value of Haldiram’s namkeens, 84% of the
respondents felt that the nutritional value was minimal while none of them felt
that it was healthy. But despite this the average consumer still prefers to buy
Haldiram’s namkeens thereby proving that the lack of sufficient nutritional value
isn’t a deterrent in purchasing their namkeens.
Do you buy Haldiram's gift packages?
YES
44%
NO
56%
Haldiram’s attaches a lot of value to its gift packages offered during the festive
season. However, 56% of the respondents didn’t buy such packages. This shows that
the gift packages being offered don’t play such an important role on the buying
behaviour of the consumer.
D. Type of Buying Behaviour
57. • When asked to whether they found any significance difference between
Haldiram’s and any other brand, 69% are of the view that there does exist a
significant difference. Also a product like namkeens involves low involvement
levels while buying. Thus it can concluded that buying behaviour of the
consumers of Haldiram’s namkeens is the ‘Variety-seeking buying behaviour’.
This translates into a positive for Haldiram’s, as the consumers, in spite of trying
different brands, seem to be coming back to Haldiram’s.
E. Future Expectations of The Consumers
The survey also sought to know as to what the consumers expect in the future from
Haldiram’s Namkeens and otherwise. Many creative ideas came out. With regard to
Namkeens, people are looking forward to popcorn, cheese balls, much more variety in
the wafers, banana chips, roasted nuts, etc… Many of the respondents are seeking low
calorie namkeens from Haldiram’s and there is also a demand for many more varieties
in bhujia’s. The minimal nutrition levels do not seem to be affecting the buying trends
of the consumers right now; but as people are becoming more and more health
conscious, in the future consumers might be looking forward to low calorie namkeens
and snacks from Haldiram’s. Apart from the Namkeens segment, the consumers in
general are looking forward to products like masalas, milk and milk related products,
ice creams, etc… from Haldiram’s.
58. FINDINGS
‘Consumer Behaviour Analysis’
• Consumers have started increasing their consumption of other brand items which
is evident from the fact that 29 of the 32 respondents eat Haldiram’s Namkeens
while a close 21 each eat products of Lays and Lehar. However local snacks seem
to be losing their hold on the consumers mainly because of their lack of stress on
hygiene and quality. However, consumers seem to be very loyal towards the brand
called Haldiram’s primarily because of the high priority they give to taste, quality
and hygiene as is evident from the statistics mentioned above.
• Another interesting finding that is that in the absence of the role of the
‘Influencer’, the roles of the ‘Decider’ and ‘User’ seem to be shared by the same
person.
• The consumers have given top priority to ‘Food taste and Quality’ and ‘Hygiene’.
Haldiram’s needs to be appreciated for having pioneered these factors in the
packaged namkeens segment. However, to retain their stronghold on existing
consumers and attract new consumers, Haldiram’s needs to maintain and even
improve these standards.
• One aspect, however, that Haldiram’s needs to focus on is their price. 41% found
it to be ‘High’. Haldiram’s needs to focus on this factor as any reduction in the
price cut by it’s competitors may influence the buyer to drift towards another
brand.
• Overall, Haldiram’s is undoubtedly the most favored namkeen of the consumers
and this is established by one of the findings whereby 91% of the total
respondents actually consume Haldiram’s.
‘Competition Analysis’
59. • There are no two ways about the fact that when it comes to the namkeens
segment Haldiram’s is way ahead of its competitors. It has a very strong brand
loyalty, which is what makes the task of its competitors even more difficult.
However with the entry of Lays, MTR into this segment and the prior presence of
Bikano in this segment the competition has really heated up and the market share
is gradually being grabbed by various players. Hence its important for Haldiram’s
to keep innovating and concentrating on its strengths – quality and taste in order to
further consolidate its position as a market leader in the namkeens segment.
• Another thing that Haldiram’s has to be wary about is the immense form
competition that it faces. Namkeens is a consumable, which can be easily
substituted. There are various substitutes like salty biscuits, bakery items but the
biggest threat that it faces is the traditional snack items like samosas,
kachoris,etc…. However it has already started to take steps in this direction
bringing out packaged ready-to-eat small samosas.
• Another plus for Haldiram’s is that it has started targeting the international
market. It now doesn’t face any major competition in this market and can hence
make the best of it. This long-term strategy of Haldiram’s has already started
yielding results.
• Haldiram’s is a specialist when it comes to the namkeens segment, whereas for
most of it competitors like Frito Lays and MTR, namkeens is a very small
segment and they are not looking to specialize in this segment. This factor will
always help Haldiram’s to consolidate its position as a market leader.
Overall, the best part about this segment is that neither Haldiram’s nor its competitors
indulge in situations that disturb the market equilibrium. Hence this segment is such
that everyone plays their role in maintaining the market equilibrium and in the long
run this shall work out to be favorable for Haldiram’s and this segment
61. CONCLUSION
The market is clogged with dominant players such as Frito-Lay India, PepsiCo’s
snack foods arm, which has almost brought in a snack-chip revolution in the country,
Haldiram’s and the Delhi-based snack-food-retailer Bikanerwala Foods Pvt Ltd etc.
Even the dairy major Mother Dairy has a presence in the category. With the entry of
companies such as ITC and HLL into this industry, it is getting tough for companies
such as Haldiram’s who till now have not paid serious attention to its branding
activities.
Increased media exposure, ever increasing purchasing power of the target audience
coupled with their desire to spend more on eating out due to lifestyle changes will fuel
the demand for snack food items and only those companies which have a considerable
share of voice and space in the market will be able to survive. Haldiram’s has the
capability of meeting these demands and only requires a certain revision in its
strategies to be able to do so successfully, which it already has begun to consider.
62. RECOMMENDATIONS
Haldiram’s should aim at constructing a comprehensive media mix.
• It could venture into corporate tie-ups at its various outlets.
• Set up mini outlets inside the multinational office complexes.
• Cash in on the call center wave and have tie-ups with business process
outsourcing companies.
• Undertake catering at get together, wedding and kitty parties for women
who form a chunk of its target audience.
• Conduct road shows on various campuses nation wide.
Whatever tools and methods the company chooses to employ, interactive
communication should be given high priority.
63. BIBLIOGRAPHY
Book Material
• Marketing Management by Philip Kotler
• Sales & Distribution Management by Tapan K Panda & Sunil Sahadev
• Service marketing , Pearson Education Ptc Ltd., New Delhi by Lovelock,
Christopher H.
Company Visits
• Mr. K K Goyal (Sales Manager)
Corporate Office
Haldirams Marketing Pvt. Ltd.
B-1/H-8,
Mohan Co-Operative Ind. Estate,
Mathura Road, New Delhi-4
Websites:
• www.Indianfoodindustry.net
• www.haldirams.com
• www.haldiramsusa.com
• www.bikaji.com
• www.google.co.in
• www.samratnamkeen.com
• The Hindu(www.hinduonnet.com)
• Times news Network(www.economictimes.indiatimes.com)
64. ANNEXURE
QUESTIONNAIRE
Q1. What age profile do you belong to?
15-20 21-24 31-40
41-50 More than 50
Q2. Do you consume Haldiram’s products?
Yes No
Q3. What is your brand preference for namkeens?
Haldirams Lays 0 Lehar Bikaner
MTR Others
Q4. Do you prefer local snacks?
Yes No
Q5. Since when have you been consuming Haldiram’s Products?
Less than 6 months 6 month – 1year
1-3 years Greater than 3 years
Q6. How would you rate the quality of Haldiram over the period of use?
Significantly better Better
Natural Worse Significantly worse
Q7. What factors motivated you to buy Haldiram’s products?
Friends Neighbours Relatives
Family Ads Self
65. Q8. Which of these factors influence your buying bahaviour of namkeens?
Packaging Quality Price
Q9. How would you rate the following factors in order of your preference?
Variety Food taste and quality
Hygiene Nutritional value
Price Packaging
Q10. How you find Haldiram’s price ?
High Very high Very low
Low Reasonable
Q11. Would you buy Haldiram’s products for their
Packaging Variety Price
Quality Hygiene Tatste
Q12. How would you rate the Haldiram’s namkeens for their nutritional value?
Minimal Adequate Healthy
Q13. Do you buy Haldiram’s gift packages?
Yes No
Q14. Do you think that is there any significance difference between Haldiram’s
products and other brands?
Yes No