Briefing about Haldirams, Haldirams Moongdal STP and product information.

1. Welcome!!

2. Semester Project

3. SECTORINFORMATION
FMCG
 It accounts for 50% of the sector.
 This segment includes oral care, hair care, skin
care, cosmetics/deodorants, perfumes, feminine h
ygiene and paper products, Fabric wash, househol
d cleaners.
HOUSEHOLD & PERSONAL CARE
 It accounts for 19% of the sector.
 This segment includes health beverages, staple
s/cereals, bakery products, snacks, chocolates, ice
cream, tea/coffee/soft drinks, processed fruits and
vegetables, dairy products, and branded flour
FOOD & BEVERAGES
 It accounts for 31% of the sector.
 This segment includes OTC products and ethicals.
HEALTHCARE

4. Continue…
1 The URBAN MARKET contributes 60% of the consumption revenue of
the FMCG market in India.
2 SEMI-URBAN AND RURAL SEGMENTS contribute over 40% of the over
all revenues of the FMCG sector in India
0
20
40
60
80
100
120
15.7 17.8 21.3 24.2
30.2 34.8 36.8 35.7 38.8 43.1
49
57.4
68.4
83.3
103.07
Years
FMCG Market in INDIA (US $ Billion)

5. PORTER’S 5 FORCES
 30% growth Annually.
 Unorganized players holds 35%.
 Similar prices by Competitors.
 New players with a distinct USP.
THREAT OF NEW ENTRY
01  Veteran players has well established network.
 Shortage of any input material may also
affect production and thereby impact
distribution.
BARGAINING POWER OF SUPPLIERS
02
 All snacks are considered to be substitutes of
each other Biscuits, Wafers and local snacks
like Chakli, banana chips, farsan etc are all
substitutes of one another.
 Indian Snack Segment is high-volume, low-
involvement driven (thrives on impulse buy).
THREAT OF SUBSTITION
03
 Haldiram enjoys a healthy lead with a 45%
market share
 Low switching cost induces the customers’
product shift
 Availability of same or similar alternatives
BUYER POWER
04
05
RIVALRY COMPETITION
 High Competition – Branded Players involved
in cut-throat competition
 Brand Loyalty is high for branded players.
.

6. COMPANY OVERVIEW
HALDIRAM’S
From selling bhujiyas some 70 years ago in Bikaner, Haldiram’s was the first to lay
emphasis on packaging and presentation of its ready-to-eat snacks.
The company with a turnover of Rs 400 crore and a brand valuation of Rs 1,500 crore, is
now divided amongst three factions of the family, with strictly outlined territories for each
unit located in Kolkata, Delhi and Nagpur.
Haldiram’s transition from a one-counter sweet shop in Bikaner in the early 1940’s to a
full-fledged Indian snack foods company today has taken a lot of people by surprise. Its
namkeens tapped the needs of the lowest common denominator.
Ganga Bhishen Agarwal, fondly called Haldiram by her mother founded the
HALDIRAM’S in 1937 in Bikaner

7. SWOT ANALYSISOF HALDIRAM’S
•LESS ADVERTISING
•INVOLVED ONLY IN
INDIAN SNACKS
•PRESENCE IS MAINLY
IN NORTH INDIA
WEAKNESS
•INCREASE ITS REACH
IN INDIA AND ABROAD
•EXPAND TO HOTEL
BUSINESS
•INCREASE THE
NUMBER OF OUTLETS
OPPORTUNITY
•INDIANS ARE INCLINED
TO WESTERN TASTE
•INCREASING
COMPETITION FROM
OTHER BRANDS LIKE
BIKANER, DIAMONDS
etc.
THREAT
 BRAND AWARENESS
 PRODUCT LINE
 TRUSTED FOR
QUALITY
 ATTRACTIVE
PACKAGING
 SUPPLY CHAIN
STRENGTH

8. PRODUCT PROFILE
NAMKEEN FROZENFOOD SWEETS FUNFOODS

9. COMPETITORS
The main competitors of
HALDIRAM’S are as follows:
1. FRITOLAY
2. ITC
3. PARLE
4. DIAMONDS
5. BALAJI
6. UNORGANISED MARKET
27%
16%
34%
19%
4%
MARKET SHARE
HALDIRAM'S ITC FRITOLAY UNORGANISED MARKET PARLE

10. COMPANY NEWS
• Haldiram's Among Bidder For Videocon Industries
• Dead Lizard Allegedly Found In Food At Haldiram's, Outlet
Shut Down
• Maharashtra FDA Gives Clean Chit to Haldiram Snacks, Says
Lead Within Limits
• Haldiram's Revenue More Than McDonald's and Domino's Co
mbined!

11. PRODUCTINFORMATION
SWOTANALYSISOF HALDIRAM’SMOONGDAL
 Haldiram’s Moongdal packed with protein and low carbs, moong dal (also known as
green gram) is one of the best healthy snack.
 Today Haldiram’s Moongdal comes in two variants:
a. Spicy Moongdal
b. Simple Moongdal
•BRAND IMAGE OF
HALDIRAM IS THE BIG
GEST STRENGTH.
•HYGENIC
•PACKAGING
•QUALITY
•SUPPLY CHAIN
• LACK OF PROMOTIONAL
ACTIVITIES.
• LIMITED VARIETY.
•INCREASE ITS PRESENCE
IN EASTERN & SOUTHERN
PART OF INDIA
•PROMOTIONAL ACTIVITIES
CAN INCREASE SALES.
•INTRODUCE MORE
VARITIES.
• INCREASING
COMPETITORS.
(BALAJI, MTR, ETC).
• HEALTH CONSCIOUS
PERCEPTION OF
CUSTOMERS.

12. MARKETINGMIX
PRODUCT PRICE PLACE PROMOTION
Quality-FSSAI Approved
USP-Nutritious Snack
Brand-Haldiram’s Moongdal
Image-Ready to eat
Features-Nutritional facts,
Barcode, Instructions to prepar
e, Storage conditions, License
No, Name and address of the m
anufacturing unit
Variants-Masala & Simple
PACK ₹
70 grms 20
150 grms 40
350 grms 85
1 KG 220
Available at all:
• Departmental stores
• Super Market
• Hypermarket
• Online platforms (like BigBa-
sket) and Specialty Stores
• Pan shops
• Small kiosks
Marketing Communication:
• Television advertisements
• Newspapers
• Magazines
• Online (Facebook) advertise
ment

13. SEGMENTATION TARGETTING &POSITIONING
SEGMENTATION TARGETTING POSITIONING
Geographic:
 India
a) Urban
b) Rural
c) Sub-urban
Demographic:
 Age: 7 and above
 Gender: Unisex
 Income: ₹15,000/m
 Occupation: Any
Psychographic:
Choice based on their lifestyle.
It also has masala variant for
the persons who like spicy
Moongdal
 All the age group specially
women's and Children's.
 Age group from 7 to 40.
 Persons who are Brand Conscious.
 Snacks for tea time.
 Varying packets sizes ranging
from 70g to 1kg.

14. PRODUCT LIFE CYCLE
 The Haldiram’s Moongdal is in the Maturity Stage.
 It has a Large no. of Customer Base.
 Emerged as a Market Leader in the Moongdal category.

15. BCG MATRIX
HIGH GROWTH
MARKET
HIGH MARKET
SHARE

16. ORGANIZATION STRUCTURE

17. JD’S & JOB SPECIFICATION
SELECTION PROCESS
Marketing
Finance
Human Resource
Online Application: Applicant need to fill online form first before
Pre-selection: Simple chat with applicant who applied for the job
Interview: Interview happened offline or through Skype
Job Offer: After selection they give the offer letter to selected candidates
PERFORMANCEAPPRAISAL PROGRAM
 360 Degree Appraisal.
 Appraisal also serves to recognize skills, talent and the employee's interest in developing his expertise for
future roles within the organization

18. FINANCE

19. CONTINUE

20. THANK YOU