It is very learning case study about "marketing Mix" of Marketing Management.

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Department of Business Administration
M.B.A 2nd Morning session 2013-2017

3.  Arif tehmas
 Sajjid Javed
 Ali Raza
 Faisal Imran
 Umair Akram
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4. Arif Tehmas
Roll no 10725
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5. Overview of case
• Background
• Aggarwal family
• Issues
• Solution
• Marketing Mix
• Product
• Price
• Place
• Promotion
• Packaging
• Expansion
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6. Getting the Four Ps Right
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7. Background of Haldiram’s
 Starts from the time of British in India in 1937
 Northern India city of Bikaner
 Bikaner is the land of Rajputs-Rajasthan
 Aggarwal family established a sweet shop in
Bikaner
 In 1990s they expanded their family business
 Units established in three cities
 Kolkata in East, Nagpur in West & Delhi in North
 It was lead by three brothers shri Moolchand, shri
satyanarain and shri Rameshwar
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8. Background of Haldiram’s
 In 1941 After the popularization of its “Bhujia” Aggarwal
came to use the name “Haldiram’s Bhujiawala”.
 In 1958 established manufacturing unit for making &
processing sweet & salty snakes in Kolkata.
 In 1970 a much larger manufacturing unit was
establishment in Nagpur.
 In 1983 they moved to Delhi & open shop in Chandni
Chowk, Delhi.
 Mumbai manufacturing unit in 1990.
 In 1995 a restaurant was open in Delhi.
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9. Vision, Mission, Goal
Vision :
Be the trend setter in field of healthy & tasty eating to
achieve sustainable growth. This will bring about an
overall upliftment of the organization, its people &
society.
Mission :
Review, recreate & discover trend of healthy eating &
innovate & invent fresh new methods to nourish and
delight everyone we serve.
Goal:
To provide our customer perfect taste and quality in
best packaging. 9

10. Product Range
 Traditional Indian Sweets & snakes
 Sold on special occasions like Diwali, Bhai Dooj &
Holi
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11. ISSUES
 How Would they keep the company on a high
growth trajectory?
 How would the company tackle the
competition from small, unorganized players
in market?
 Could Haldiram's create & sustain a clear
differentiator that marked it different from
these players?
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12. Sajjid Javed
Roll no 10708
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13. Solution
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 answer lies in simple fact that they go “ Marketing Mix “
Marketin
g Mix
Price
Promotion
Place
Product

14. PRODUCTS
 In summer, the demand for fruit-flavored cold
drinks or sharbats peaked.
 During festive season demand for sweets was
high.
 First Indian company to brand namkeens.
 High quality & hygiene standards.
 Add bakery items & dairy products.
 Wide product range (30 varieties of
“namkeens” snacks.
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15. INTERNATIONAL
 Haldiram enter in international market in
2000.
 Export increase from $1.7 million to $ 6
million from year 200 to till today.
 Open restaurant in abroad.
 Available in UK, USA, UEA, Srilanka, Canada
Japan, Australia, Singapore, Malaysia, South
Africa, Qatar, Kenya, Bahrain.
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16. Lists of Products
 Traditional Range of Nimko.
 Various kinds of sweets.
 Bakery items & dairy products.
 Papads.
 Ice creams.
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17. Distribution of Product
Company Manufacturing Unit
Carrying & forwarding Agents
Distributor’s
Retailer's
Consumer’s
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18. Lists of products
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19. Profitability
 Namkeen 60%
 Sweet 30%
 Fast food 10%
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60%
30%
10%
Sales
Namkeen sweet Other

20. Ali Raza
Roll no 10720
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21. Pricing
 Haldiram’s offers its product competitive
prices in order to penetrate huge unorganized
market of Namkeen & sweets.
 The company pricing strategy has taken into
consideration the price conscious nature of
consumer in India. Haldiram has launched
Namkeen in small packet of 30 grams, priced
as low as Rs.5. the company also launched
Namkeen in 5 different packs with prices
various according to their weights.
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22. Pricing
 Prices also vary on basis of type of material
used to manufacture it. Cost of metalizes
packing also has an impact on price.
 Company revises prices of products upwards
only when there is increase in raw material
costs.
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23. Place
 Robust distribution network.
 Attractive policy to encourage distributor or
retailers.
 Strength its distribution through internet. For
example, www.channelindia.com
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24. Faisal Imran
Roll no 10720
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25. Promotion
• Promotion is also another feature or
element “Marketing Mix”
• Promotion refers to raising customer
awareness of a product or increasing sales
& creating brand loyalty.
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26. Promotion
• Different ways to promote a product,
• Promoters use internal advertising,
• On special events, newspaper, magazines,
• Internet
• Posters
• Hoarding
• These are design to enhance the visibility
of Haldirams product.
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27. Promotion
• For example, when we purchase a product company
provide different types of incentives like discount, free
sample etc…
• This method also use to promote the given product.
• Haldirams product promotion had been low key
competition intensified in the snack food market.
• To increase the visibility of Haldirams brand company
place its hoarding in traffic areas such as train station &
bus stand.
• For those people who want to know about Haldirams
product special broacher were design which described
product & give information about ingredients used to
make it.
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28. Promotion
 An Often recalled punch line for Haldiram's
product
“Always In good taste”
or
“ chota samosa-big maza ”
or
“Millions of tongues can’t go wrong”.
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29. Umair Akram
Roll no 10745
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30. Packaging
 Packaging is an important aspect of Haldiram’s
product promotion. Since Nankeen's are impulse
purchase items.
 Attractive packaging in different colors influences
purchases.
 Haldiram’s uses latest technology to increase shelf
life of its products.
 Shelf life of similar product is less then single a week,
while shelf life of Haldiram’s product is 6 months.
 Posters highlighting shelf life of its products carried
caption “6 months on the shelf & 6 second in mouth”
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31. Packaging
 During festival season, Haldiram’s products
were sold in specially packaged gifts packs.
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32. Expansion
 Haldiram’s was not the kind of company to
stay with what it had already achieved.
 The restaurant at Nagpur devised an
innovative strategy.
 Travelers passing through Nagpur railway
station in ordering food from Ares where
company stockiest were located.
 Customer could place an order for lunch or
dinner through cheque at Nagpur unit.
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33. Expansion
 Along with payment , customer asked to
provide information such as name of train,
time of arrival, customers name & seat
number.
 The lunch or dinner was then delivered to
them when train arrived at Nagpur.
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34. Further Discussion
 Industry continue to grow by day, besides
traditional Namkeen & sweets Indian
customer are today gifting other items such
as Chocolates & flowers on occasions.
 It is also directly taking on Haldirams
namkeen range of products which are also
competitively priced & its “Aloo Bhujia”
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35. Conclusion
• After proper research about all market’s
conditions.
• Market manager should implement the market
mix proper.
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