case study on Haldiram's

1. A STUDY OF MARKETING MIX WITH REFERENCE TO Haldiram’s
(Case study by Ishu Mor, Abhinav Singh, Aman Kumar, Gautam Sharma)
Haldiram'sisa majorIndiansweetsandsnacksmanufacturerbasedinNagpur,Maharashtra,India.The
companyhas manufacturingplantsinNagpur,New Delhi,Kolkata,Bikaner.Haldiram'shasitsownretail
chainstoresand a range of restaurantsinNagpur,Kolkata,Patna,Lucknow,NoidaandDelhi.In
contemporarytimes,Haldiram'sproductsare exportedtoseveral countriesworldwide,includingSri
Lanka, UnitedKingdom,UnitedStates,Canada,UnitedArabEmirates,Australia,New Zealand,Japan,
Thailandandothers.
Haldiram'swasfoundedin1937 by Ganga BhisenAgarwal asa retail sweetsandnamkeenshopin
Bikaner,Rajasthan.Inexpansion,the company'sfirstmanufacturingplantwaslocatedinCalcutta.In
1970 a larger manufacturingplantwasestablishedinNagpur.Anothermanufacturingplantwas
establishedinNewDelhi,the capital of India,inthe early1990s, whichalsohad retail store.In2003, the
companybeganthe processof developingconvenience foodstobe marketedtoconsumers.In2008,
the chairmanof the company'sNagpur branchwas ShivkishanAgarwal.In2014, Haldiramwasranked
55th amongIndia'smosttrustedbrands accordingto the Brand Trust Report,a studyconductedbyTrust
ResearchAdvisory.Haldiram'sproductsare available across50 countries& are evenpresentin
supermarketslikeTesco,Carrefour,Spinney's&Somerfield.ItstartedexportingtoUSin 1993.
Haldiram'sFoodInternational Limitedtoday,isrecognizedasaStar Export House,bythe Directorate
General of ForeignTrade,a departmentworkingunderthe Ministryof Commerce,Governmentof India.
Haldiram'shas itsrootsestablishedin1937 in the formof a small retail Sweet&Namkeenshopin
Bikaner,Rajasthan,asmall butsignificanttowninthe Thar Desert.Shri ShivkisanAgrawal,the founder
of Haldiram'salwayscherishedthe dreamof buildinganempire,manufacturetraditional
sweets/namkeens,leaveamarkon everyoccasionandget close tothe heartof the commonman.
Thisdreamwas realizedwithshiftingof itsbase to Nagpurin 1970. For the firsttime people heardof a
factorythat was operatingtomanufacture Sweets&Namkeens.A model plantof itstimeswassetup
at:- Haldiram'sHouse;880, Small FactoryArea,WardhamanNagar, Nagpur.Ina veryshotspan
'Haldiram'developed intoabrandand became an inseparablepartof everyoccasion.
Thiswas followedbyachain of retail outlets&showrooms.The productlineswere expandedtomatch
the taste of varioussegmentsof the society.Sweetsandnamkeenswere presentedinmore durable and
commerciallyviable packaging.Thisfetchedaoverwhelmingresponseandin1997, Haldiram'sforayed
intomilkandmilkproductindustrywithproductssuchas Khowa,Ghee & ButterMilk,the manufacture
of Extrudedfoodssuchasvermicelliand3-DSnacks.
TECHNOLOGYAT WORK
EmployingState-of-the-arttechnology,Haldiram'sstartedproducinghighquality,ready-to-eatsnacks,
savories&Sweets.Fromsourcingrawmaterialstotheirconversionintofinishedproducts,everyprocess
confirmstothe International norms(HACCP) of Quality&Safety.Humantouchisavoidedtoensure
superiorhygiene.Everycare istakento ensure thatour productsretainFreshnessandFlavour.
Apart fromexclusiveandinnovative recipes,exoticpresentationandhighqualityproducts'Variety'is
the keyreasonbehindHaldiram'spopularity.Be itSweetsorNamkeens,the Haldiram'stouchmakesit

2. more tastierwhile the hi-techmachineryensuresthatthe packagingisdone ina attractive way
maintaininginternational standards of hygiene.
THE BRAND THAT HAS EARNED TRUST
Today,Haldiram'swithitsBranch Officesincommercial capitalslike Mumbai,Bangalore &Chennai,
owesitssuccessto the relentlesseffortsof ourfounderChairmanMr.ShivkisanAgrawal,avisionary,
dynamicleaderanda successful entrepreneur.Nowonder,today,Haldiram'sNagpurisone of the
leadingplayersinthe snackfoodindustryanda proudrecipientof the 'International FoodAward'.
Haldiram'shas carveditsway to the top despite stiff competition fromthe global foodgiantsandis
earningvaluable foreignExchange forourcountry.
Theyhave beenbrandedas"The No. 1 brand" inthe ready-to-eatSnackFoodcategoryandas India's
Most TrustedBrand, in2003.
INTERNATIONAL MEMBERSHIPS
 SNACKFOODASSOCIATION (SFA),VIRGINIA,(USA)
 EUROPEAN SNACKASSOCIATION (ESA),LONDON (UK)
 INTERNATIONALASSOCIATIONOFAMUSEMENT PARKATTRACTIONS,ALEXANDRIA,UA (USA).
Haldiram’sofferawide assortmentof conventional Indiandessertsandsnacksat aggressive coststhat
speak to individualshavingaconnectwithvariousage gatherings.Haldiram'shadnumerous'firsts' toits
credit.It wasthe primaryorganizationinIndiatomark 'namkeens'.The gatheringadditionally
spearheadedbetterapproachesfor packagingnamkeens.
Its packagingmethodsexpandedthe timeframeof realisticusabilityof namkeensfromnotasmuch as
sevendaystoover a half year.It wasadditionallyone of the primaryorganizationsinIndiatoopenan
eateryinNewDelhi offeringtraditional Indiansnackfooditems,forexample,"panipuri,""chatpapri,"et
cetera,whichtookintoaccount the requirementsof cleanlinesscognizantnon-inhabitantIndiansand
otheroutside clients.Since the absolutestartingpoint,the brand'Haldiram's'hadbeenfamousforits
qualityitems.
The organizationutilizedthe bestaccessible innovationinall itsassemblingofficesinIndia.Giventhe
expandingprevalence of Haldiram'sitems,the gatheringintendedtogrow itsoperations.
Notwithstanding,afewexpertsfeltthatHaldiram'sstillneededtodefeatafew obstacles.The
organizationconfrontedextreme rivalrynotjustfromdessertsand snack sustenance sellersinthe
chaoticmarket yetadditionallyfromresidential andglobal contenderslike SMNourishments,
Bakeman'sBusinessesLtd,FritoLay IndiaLtd.(FritoLay) andBritanniaVenturesLtd.
In addition,the gatheringneededtodefeatinwardissuesalso.Inthe mid1990s, on account of the
contentioninsidethe Agarwalsfamily,Haldiram'sseenacasual partbetweenitsthree unitsasthey
beganworkingindependentlyofferingcomparable itemsandhavingasimilarbrandname.In1999, after
a court decisionthese unitsbeganworkingasthree distinctorganizationswithobviouslycharacterized
regions.Thissplithadbroughtaboutforceful rivalryamongthemselvesforahigherofferof household
and global markets.

3. Initial years
In 1950, Prabhu ShankarAgarwal (Prabhu),alongside hisdadRameshwarLal Agarwal (childof Ganga
Bishen),extendedthe businessbysettingupalittle assemblingunitfordessertsandnamkeensin
Kolkata.The accomplishmentof thisunitspurredPrabhutoupdate itsapparatusto enhance the nature
of itsitems.AsinterestforHaldiram'sitemsexpanded,itwaschosentoscale upthe organization's
assemblingandconveyanceexercises.In1970, a huge assemblingunitwassetupin Nagpurinthe
province of Maharashtra (India).
In 1983, a retail outletwassetupinNew Delhi.The outletturnedouttobe exceptionallymainstream
amongthe Delhiitesaswell asamongvisitorsgoingbyDelhi.Haldiram'scouldaccomplishhuge
developmentamidthe 1990s. In1992, an assemblingunitwitharetail outletconnectedtoitwassetup
inthe edgesof Delhi.Afterayear, Haldiram'ssyrupsand smasheswere effectivelypropelledinthe
Indianmarket.
In 1995, an eaterywasopenedinNewDelhi.In1997, understandingthe capabilityof namkeens,the
organizationsetupan assemblingunitinDelhi solelytomake namkeens.To addpotatoitemsto its
currentitemportfolio,apparatuswastransportedinfromthe US. Haldiram'skeptupamazingnormsat
each phase of the generationprocedure.All itsnourishmentthingswere arrangedandbundledinan
extremelycleancondition.
In the mid1990s, Haldiram'sadditional pastryshopthings,dairyitems,sharbatsandfrozenyogurtsto
itsportfolio.Towardthe startof the 21st century,Haldiram'sitemsachievedalarge numberof
purchasersinIndia,as well asina fewdifferentnations,includingthe US,Canada,UK, UAE, Australia,
NewZealand,Sri Lanka,Nepal,JapanandThailand.
Investigatorsfeltthatthe developingprevalence of Haldiram'sitemscouldbe creditedtoitssteady
concentrate oneveryone of the componentsof the advertisingblend.Anarticle postedonthe site
apeda.comciteda portionof the organization'squalities,"Tosupportinthe focusedmarket,Haldiram's
has attemptedweightonitsitemquality,bundling,timeframe of realisticusability,aggressive costwith
an exceptionalaccentuationonbuyersfulfillmentanditswaitingtaste isamongthe bestaccessible on
the planet."
The MarketingMix
Product
Haldiram'soffersanextensive varietyof itemstoitsclients.The itemincludesnamkeens,desserts,
sharbats,bread,dairyitems,papadandfrozenyogurts. Inany case,namkeensremainedthe principle
centerzone forthe gatheringcontributingnear60% of its aggregate incomes.Byspendsignificanttime
inthe assemblingof namkeens,the organizationappearedtohave made a specialtyadvertise.
Haldiram'slookedtoalteritsitemstosuitthe tastesandinclinationsof clientsfromvariouspartsof
India.Itpropelleditems,whichtookintoaccountthe tastesof individualshavingaplace withparticular
areas.For instance,itpropelled'Murukkus,'aSouthIndiantidbit,and'Chennai Blend'forsouthIndian
clients.

4. Correspondingly,Haldiram'spropelled'Bhelpuri,'rememberingclientslivinginwesternIndia.The
organizationofferedcertainitems,forexample,'Nazarana,''Panchratan,'and'Premium'justamidthe
celebrationseasoninblessingpacks.These measureshelpedHaldiram'scontendadequatelyinamarket
that wasoverflowedwithanassortmentof snackthingsinvariousshapes,sizesandflavors.
Pricing
Haldiram'soffereditsitemsatfocusedcostswithaspecificendgoal toinfiltrate the colossal chaotic
marketof namkeensanddesserts.The organization'svaluingprocedure thoughtaboutthe cost
cognizantnature of purchasersinIndia.
Haldiram'spropellednamkeensinlittle packetsof 30grams, valuedaslow as Rs.5. The organization
likewise propellednamkeensinfive distinctpackswithcostsshiftingasindicatedbytheirweightsThe
costs additionallydifferedonthe premiseof the kindof namkeensandthe crude materialsusedto
make it. The cost of metallizedpacking additionallyaffectedthe cost,particularlyonaccountof snack
sustenances.The organizationchangedthe costsof itsitemsupwardsjustwhenthere wasaprecarious
incrementinthe crude material expensesorextraassessmentswere forced.
Place
Haldiram'screateda solidconveyance systemtoguarantee the moststretchedoutconceivablereach
for itsitemsinIndiaandalso abroad.From the assemblingunit,the organization'sdone productswere
passedonto carrying andforwarding (C&F) operators.C&Foperatorspassedonthe itemstomerchants,
whodispatchedthemtoretail outlets.Whilethe Delhiunitof Haldiram'shad25 C&F specialistsand700
merchantsinIndia,the Nagpurunithad 25 C&F operatorsand 375 wholesalers.
Haldiram'slikewise had35 sole wholesalersinthe global market.The Delhi andNagpurunitstogether
tookintoaccount 0.6 millionretail outletsinIndia.C&Foperatorsgota commissionof around5%,while
wholesalersearnededgesextendingfrom8% to 10%. The retail outletsearnededgesgoingfrom14%to
30%. At the retail outletlevel,edgesshiftedbythe heavinessof packssold.
Retailersearnedmore edgesextendingfrom25% to 30% byoffering30 gms pockets(valuedatRs.5)
contrastedwiththe packsof higherweights.Aside fromthe selective showroomsclaimedbyHaldiram's,
the organizationoffereditsitemsthroughretail outlets,forexample,grocerystores,sweetshops,
arrangementstores,pastrykitchensandfrozenyogurtparlors.The itemswere likewise accessible outin
the openplaces,forexample,railroadstationsandtransportstationsthatrepresentedasizeable
measure of itsdeals.
Haldiram'sproductsenjoyedphenomenal goodwill andstockistscompetedwitheachothertostockits
products.In addition,sweetshopsandpastrykitchensloadedHaldiram'sitemsnotwithstandingthe way
that the organization'sitemswere rivalingtheirownitems.Haldiram'slikewiseofferedits itemsthrough
the Web.The organizationtiedupwithindiatimes.com,asite possessed bythe Seasonsof Indiagroup
to offeritsitemsoverthe Web.Haldiram'sitemscouldbe requestedthroughalarge groupof different
sitesinIndiaandabroad.
Giftstoindia.comandchannelindia.comempoweredindividualsdwellingabroadtosendHaldiram's
blessingpackstodeterminedareasinIndia.Areaparticularsitesempoweredindividualstosend
endowmentstodeterminedareas.These incorporate indiamart.com(Delhi andencompassing

5. territories),mumbaiflowersgifts.com(Mumbai),andchennaiflowersgifts.com(Chennaianddifferent
parts of Tamilnadu).These sitescontendedonissues,forexample,conveyance time,whichdiffered
between48hrs to one week,conveyance charges(afew sitesofferedfree conveyance of items) and
esteemincludedadministrations(like sendingindividual messagesalongside the blessingpacks).
Promotion
Haldiram'sproductpromotion hadbeenlow key until the pointthatoppositionheightenedinthe snack
foodmarket.The organization tiedwith'Profile Advertising'foradvancingitsitems.Therefore,
attractive brochures,handoutsandmailerswere intendedtoupgrade the visibility of the Haldiram's
image.
Diverse assortmentsof blurbswere intendedtospeaktothe majority.The punchline forHaldiram's
itemswas,'Always ingoodtaste.'Noticesportrayingthe whole scope of Haldiram'sdessertsand
namkeens were distributedinthe printmedia(magazinesanddailypapers).Thesecommercialshad
subtitles,forexample, ‘millions of tongues can't go wrong,' 'What are you waitingfor,Diwali?'and
'Keepingyourtaste budsontheirtoes.'
To buildthe perceivabilityof the Haldiram'simage,the organizationsetitshoardingsinhighactivity
territories,forexample,prepare stationsandtransportstations.Blurbswere intendedforshow onopen
transportvehicles,forexample,transports,andhoardings,concentratedonsingularitemswere
produced.Subtitles,forexample,'yehcornhain'(thisiscorn),'chota samosa - huge mazaa' (little
samosa- bigentertainment),'yehKashmiri mix khoobjamega'(thisnamkeen itemwill gelwell) and
‘ozingwithtaste'(forRasgoolas) advancedindividual items.
For those clientswhoneededtofindoutaboutHaldiram'sitems,extraordinaryleafletswereoutlined
whichportrayedthe itemsandgave data aboutthe fixingsusedtomake it.Mailerswere additionally
sentto steadfastclientsandimperative corporate customersasa tokenof thankfulnessfortheir
support.Bundlingwasanessential partof Haldiram'sitemadvancement.
Since namkeenswere motivationbuythings,appealingbundlinginvarioushuesaffectedbuys.
Haldiram'sutilizedthe mostrecentinnovation(sustenance thingswere stuffedinnitrogenfilled
pockets) toexpandthe timeframe of realisticusabilityof itsitems.Whilethe ordinarytime spanof
usabilityof comparative itemswasundersevendays,the timeframeof realisticusabilityof Haldiram's
itemswasarounda half year.The organizationanticipatedthe timeframe of realisticusabilityof its
itemsasits one of a kindofferingrecommendation.
Noticesfeaturingthe time spanof usabilityof itsitems conveyedthe subtitle'ahalf yearon the rack and
six secondsinyourmouth.'Amidcelebrationseason,Haldiram'sitemswere soldinalluringlooking
exceptionalblessingpacks.The showroomsandretail outletsof Haldiram'sofferedsignificance to
purpose of procurement(POP) shows.Haldiram'sbiteswere shownonexceptional racks,forthe most
part outside retail outlets.The showroomshadsignsheetsshowingmouth-wateringtreatswith
subtitles,forexample,'Chinese Pleasure,'EssentiallySouth,''The Rulerof all Chats.'
Publicationscontainingashortrecordof the historical backdropof Haldiram's,alongsidephotosof its
items,were additionallyinplainview atthese showrooms.Haldiram'slikewise broadenedintothe
eaterybusinesstotake advantage of itsimage picture.The organizationsetupeateriesinNagpurand
Delhi.

6. The eateryat Nagpur contrivedaninventive methodologytobuilditsbusiness:Itencouragedindividuals
whowere goingviaprepare throughNagpurstationto arrange nourishmentfromplaceswhere stockists
of Haldiram'sNagpurunitwere found.The clientscouldarrange forlunch/supperbysendingarequest
draft (DD) or checkto the Nagpurunitor givingthe same to indicatednearbymerchantshavingaplace
withthe Nagpurunit.
To take intoaccount NRI's and remote travelers,whofalteredtoexpend snack nourishmentssoldbythe
roadside sellerssince itwasnotsetup ina cleanway,the Haldiram'seaterysituatedinSouthDelhi
utilizeduniquelydecontaminatedwatertomake snack sustenancesincludingpani puri andvisitpapri.
These limitedtimesystemshelpedHaldiram'stocontendadequatelywithnearbyeaterynetworks,for
example,Nathus,BikanerwalaandAgarwalsandwithwesternfastfoodchains,forexample,
McDonald's andPizzaCabin.
Positioning
The above activitieshelpedHaldiram'storemarkablypositionitsimage.Haldiram'sadditionallypicked
up an edge overitsrivalsbylimitingadvancementcosts.Valuingthe organization'sendeavorsat
buildingbrand,anexpertstated,"Haldiramusedtobe simplyone more sweetcreatorhoweverithas
movedintopreparedbrandsfirstbyenhancingthe itemqualityandbundling.Throughitssmartitems
and splendiddispersionithadmovedintothe star classof brands."
Haldiram'searnedacknowledgmentbothinIndiaandabroad.The Nagpurunitof Haldiram'swas
presentedthe Worldwide Sustenance Honorbythe TrofeoGlobal Alimentacionof Barcelona,Spainfor
havingkeptupexclusive expectationsinqualityandcleanliness,at itsassemblingunit.The Delhi unit
was grantedthe KeshalkarCommemorationHonorbythe All IndiaNourishmentPreserversRelationship
inthe mid1980s inacknowledgmentof itsendeavorsforadvancingethnicIndiansustenancesinIndia
and abroad.
In 1994, the unitwasgrantedthe Worldwide HonorforNourishmentandDrinksbythe Exchange
PioneersClubinBarcelona,Spain.The unitadditionallygotthe BrandValue Award in1998. Manoharlal
Agarwal,whoassumedakeypart in the achievementof the Delhi unit,wasincorporatedintothe eighth
release of RecognizedAdministrationbythe Leadingbodyof Enlistmentcentersof The AmericanTrue to
life Institute.Haldiram'swasadditionallyconcededasthe individual from SnackSustenance Affiliation,
US17
Competitors
 Fritolays,ITC,Parle (chips)
 Fristolays-Lehar,Bikaner(mixtures)
 HUL- Kissan,Gopal Ji,Hamdard,Fun foods,Mapro, Kraftfoods – Hershey’s(FlavoredSyrup)
 Traditional foodoutletsandsweetshopsonlocal level
Conclusion
There ishighawarenesslevelfordifferentHalidram’sProductsamongstthe retailers. Mostof the
retailers,departmentalstores,smallshopsandeventhe Paanshopsare keepingHaldiramnamkeens.

7. Market share of Haldiramnamkeenisquite highfromthat of itscompetitors.There issignificantlyhigh
brand loyaltyforHaldiram’sproductsamongstthe consumers. ConsumerspreferHaldiram’sfor‘food
taste and quality’and‘hygiene’.
Haldiram’sneedtoretaintheirexistingcustomersandfindnew waystoattract consumers,namkeens
beinganIndiasnack and necessityforeveryhousehold,,workingorstudentandotherindividualsthe
marketishuge and withlotof potential.
More attentiontowardspromotionalactivities,use of onlinemedia,printmediacan helpthe brand
grow biggerandexpand.Itcan have varioustie upsat its variousoutlets.Setupmini outletsinside
college campus,corporate offices,andsocieties.
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