Haldirams Getting 4 P's Right Marketing Management Case Study

1. Haldiram’s
Getting the Four Ps Right
Haldiram’s
Getting the Four Ps Right

2. EVOLUTION
Founder- Ganga Bishen Aggarwal
1937- Northern India City of Bikaner
1941- ‘Haldiram Bhujiawala’
1968- Manufacturing Unit for Sweets and Salty
Snacks Established in Kolkata
1970- Manufacturing Unit in Nagpur,
Maharashtra
1980- Retail Shops in New Delhi
1990- Manufacturing Unit in New Delhi
1995 –Restaurant in New Delhi
Founder- Ganga Bishen Aggarwal
1937- Northern India City of Bikaner
1941- ‘Haldiram Bhujiawala’
1968- Manufacturing Unit for Sweets and Salty
Snacks Established in Kolkata
1970- Manufacturing Unit in Nagpur,
Maharashtra
1980- Retail Shops in New Delhi
1990- Manufacturing Unit in New Delhi
1995 –Restaurant in New Delhi

3. PRODUCT RANGE
 Traditional Indian sweets & snacks
 Sold on special occasions like Diwali, Bhai
Dooz & Holi

4. 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 and sustain a clear
differentiator, that marked it different from
these players ?
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 and sustain a clear
differentiator, that marked it different from
these players ?

5. STRATEGY OF FOUR Ps

6. HALDIRAM’s FIVE Ps
PackagingPackaging

7. PRODUCTS
In summer fruit flavored Cold Drinks and
Sharbats
During festivals season demand for Sweets was
high
Added bakery items and dairy products
Wide product range- 30 varieties of “Namkeens”
(salty snacks) customized for local tastes
First Indian company to brand Namkeens
High quality and hygiene standards
In summer fruit flavored Cold Drinks and
Sharbats
During festivals season demand for Sweets was
high
Added bakery items and dairy products
Wide product range- 30 varieties of “Namkeens”
(salty snacks) customized for local tastes
First Indian company to brand Namkeens
High quality and hygiene standards

8. PRODUCTS

9. PRICE
Price- Notoriously Important in Indian Market
Competitive Prices in order to penetrate the
huge unorganized market of Namkeens and
Sweets.
Products available in Small Packs
Price- Notoriously Important in Indian Market
Competitive Prices in order to penetrate the
huge unorganized market of Namkeens and
Sweets.
Products available in Small Packs

10. Package weight Price
30 gm 5
85 gm 10
PRICE
85 gm 10
180 – 250 gm 18 - 25
400 – 500 gm 40 - 70
1 kg 95 - 200

11. PLACE
Robust Distribution Network
Haldiram’s
Manufacturing Unit
• Makes Commission around 5%C & F Agents
• Makes Commission around 20-30
%
• Makes Commission around 5%C & F Agents
• Makes Commission around 8-10
%
Distributors
Retailers

12. PLACE
Also Products are available at Supermarket,
Confectionery Shop, Provision Stores, Bakeries
Public Locations such as Railway Stations and
Bus Stops
Websites like: www.indiatimes.com,
Giftsindia.com, channelindia.com,
www.indiamart.com
Also Products are available at Supermarket,
Confectionery Shop, Provision Stores, Bakeries
Public Locations such as Railway Stations and
Bus Stops
Websites like: www.indiatimes.com,
Giftsindia.com, channelindia.com,
www.indiamart.com

13. PROMOTION
 Promotion is all about communication.
Punch line
“Always in Good Taste”
“Millions of tongues can’t go wrong”
“Chota samosa- Big Mazaa”
Print Media
Broachers
 Promotion is all about communication.
Punch line
“Always in Good Taste”
“Millions of tongues can’t go wrong”
“Chota samosa- Big Mazaa”
Print Media
Broachers

14. Hoardings
Public Places
Shops and Supermarkets
Railway Stations and Bus Stops
PROMOTION
Hoardings
Public Places
Shops and Supermarkets
Railway Stations and Bus Stops

15. PACKAGING
Packaging is an important aspect of
Haldiram’s product promotion.
Namkeens are impulse purchase items,
attractive packaging in different colors
influences purchases.
Haldiram’s uses the latest technology to
increase the shelf life of its products.
Shelf life Haldiram’s product is about six
months.
Packaging is an important aspect of
Haldiram’s product promotion.
Namkeens are impulse purchase items,
attractive packaging in different colors
influences purchases.
Haldiram’s uses the latest technology to
increase the shelf life of its products.
Shelf life Haldiram’s product is about six
months.

16. 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
PACKAGING

17. EXPANSION
High Margins in Restaurant Business
Opened there own series of Restaurant in
Delhi and Nagpur
Innovative Strategy
At Nagpur Railway Station
At Delhi Fast-food and Chat Stalls
High Margins in Restaurant Business
Opened there own series of Restaurant in
Delhi and Nagpur
Innovative Strategy
At Nagpur Railway Station
At Delhi Fast-food and Chat Stalls

18. HALDIRAM’s a STATESTICAL
LOOK

19. FURTHER DISCUSSIONS
Current Competitors
Future Competitors
Duplicate Products
Adverse Publicity
Legal Cases
Current Competitors
Future Competitors
Duplicate Products
Adverse Publicity
Legal Cases

20. THANK YOU