This document discusses the marketing project submitted by Lokesh Kumar Sharma, Kirti Bhuddi, and Prachi Priya on the brand Haldiram's. It summarizes Haldiram's evolution since 1937, strengths as a brand, current market structure and competitors, marketing mix elements including products, packaging, pricing, distribution, and promotion. It also discusses Haldiram's expansion internationally, supply chain, SWOT analysis, future expansion plans, and suggestions.

1. Project on marketing
Submitted to:- Kamaljit sodi mam
Submitted By:- Lokesh kumar sharma
Kirti bhuddi
Prachi priya

2. EVOLUTION
1937 – Bikaner
3 units till 90s – Kolkatta, Nagpur & New Delhi.
First Mover Advantage – Branded Namkeens &
Technology in Packing.
Traditional Indian Food – Hygiene & Quality
Competitors – Unorganized market, Frito Lays
India, SM foods, Bakemans, etc.

3. EVOLUTION
Early 90s – Split of 3 Units
1992 – Manufacturing Unit with Retail Outlet
1995 – Restaurant in Delhi
1997 – Unit for Namkeens
1999 –
Started Operating as Separate Entities
Competition among themselves for Market Share
2000 – International Markets

4. STRENGTHS AS BRAND
First Mover Advantage
Product Quality & Hygiene
Value for Money Products
Rich Cultural Heritage – Exchange of Gifts
Strong Distribution Network
Hoardings for Promotion
For all Age Groups
Various Awards of Recognition

5. MARKET STRUCTURE
SUBSTITUTE PRODUCTS
Potato Chips
Biscuits
Fast Food & Sweet Shops
Popcorns & Peanuts
Home Made Preparations
SUPPLIERS
Farmers
Manufacturers Units
Other Vendors
C&F Agents
Distributors
Semi Wholesaler
Retail Shops & Paanwalas
INDUSTRY COMPETITORS
Pepsi Foods & Frito Lays
Bakeman’s
Nathu’s
Evergreen’s
SM Foods
Britannia
Unorganised Players
POTENTIAL ENTRANTS
Existing Industry Competitors
Small Regional Players
BUYERS
Corporate Offices
Households
Restaurants &
Eateries
Canteens &
Factories

6. RESTAURANT CONTD…
SUBSTITUTE PRODUCTS
South Indian Food
Fast Food
Mughlai Food
Chinese Food
Inter-Continental Food
Home Made Preparations
SUPPLIERS
Farmers
Manufacturers Units
Packaging Suppliers
Other Vendors
INDUSTRY COMPETITORS
Nathu’s
Evergreen’s
Bengali Sweets
Sagar Ratna
McDonalds & Nirulas
Yo! China
Local Sweet Shops
POTENTIAL ENTRANTS
Existing Industry Competitors
Small Regional Players
International Players
BUYERS
Corporate Offices
Families
Singles & Couples

7. PRODUCT
 Scope – Exhaustive Range of RTE Products
 Attributes / Benefits
Packaging for longer shelf life & freshness
Various price points & reasonable
State of art manufacturing technology
Easy availability
 Quality / Value – Good quality at competitive prices
 Uses –
Filler between meals
For serving to guests

8. BRAND
 Users – Gourmets having inclination towards Indian meals
 Country of Origin – Bikaner
 Organization Associations – Innovative & High quality
products
 Brand Personality – “Maharaj” known for lip-smacking
dishes
 Symbol – Written in golden for richness & purity
 Brand Customer relationship – Indian taste at anytime
 Emotional Benefits – Smart purchase of high quality &
hygienic products

9. BRAND IDENTITY SYSTEM
Core Identity –
Food Quality – Innovative and contemporary packaging
with increased shelf life & freshness
Food Taste – Traditional Indian taste
Innovative – First mover advantage
Branding of “Namkeens”
New ways of Packaging
Introduction of new variants for maintaining a
competitive edge

10. BRAND IDENTITY SYSTEM
Extended Identity –
Brand Personality: Genuine, Experienced, All Indian,
Hygienic, Consistent and Trustworthy
Basis of Relationship: Vast & enriched experience in
traditional Indian food
Logo: “Promoting the exquisite taste of India”
Heritage: Haldiram’s shares rich parentage and has its
roots to locations known for exquisite Indian cuisine

11. BRAND IDENTITY SYSTEM
 Value Proposition –
Functional Benefits – Taste, Hygiene, Consistent
Quality, Best Packaging, Freshness, Extensive Product
Range
Emotional Benefits – Smart Buyer, Association with
Indian Roots
Credibility – Makes Ready-To-Eat that are tasty and
hygienic

12. BRAND PERSONALITY
 “Maharaj” known for lip-smacking dishes
 Male of 40 yrs old of middle or upper middle class
 A person found of food, jolly, old-fashioned, down-to-
earth, honest, wholesome, real and authentic
 Image of sincere, experienced, skilled genuine and older
brand
 Well liked and respected member of the family
 High quality & rich parentage

13. POSITIONING
To the consumers having inclination towards
Indian meals, Haldiram’s offers ready to eat high
quality readily available Indian snacks, with
excellent packaging which provides increased
shelf life to its products.

14. Sales Organization Structure

16. MARKETING MIX ELEMENTS
Product –
Namkeens (60%), sweets, sharbats, bakery items, dairy
products, papad and ice-creams
Raw materials : Sourced from all over country
Use of technology to upgrade quality
Customize its products –
Murukkus and ‘Chennai Mixture’ for South
Indian customers
Nazarana, Panchratan, and ‘Premium’

17. MARKETING MIX ELEMENTS
Packaging –
Innovative and contemporary (in nitrogen filled pouches)
‘Long life’ and attractive (impulse purchase)
Prices –
Competitive prices to penetrate the unorganised market
Packets of 30gms priced at Rs.5
Prices varies according to weights and type of namkeens
and raw materials

18. MARKETING MIX ELEMENTS
Distribution –
Extensive: 6 lacs outlets for the Delhi and Nagpur
Internet marketing for consumers abroad.
Brand pull in the market
Trade margins range from 27% to 45%, depending on
the item.

19. MARKETING MIX ELEMENTS
Promotion –
Tied with the ‘Profile Advertising’
Attractive posters, brochures,human billboards , rack
card and mailers
Press and outdoor media, (taste and appetite)
Hoardings, signage, POPs and posters to disseminate
awareness
Punch line for Haldiram’s products is, ‘always in good
taste’. : Brand Mantra : Communicated to Employees
Mailers sent to loyal customers and important corporate
clients
Retail outlets of Haldiram’s give importance to POP
displays.

20. BRAND EXTENSION
Restaurant business to cash in on its brand image
in Nagpur and Delhi.
Restaurant at Nagpur: Innovative strategy for
people travelling by train by sending a DD and
provide information
Focus on hygiene: Compete effectively with local
restaurant chains
Encash on POP’s for venturing into RTC
Categories with a broader frame of reference

21. HALDIRAM’S ABROAD
Exporting to USA, UK, Australia, Middle East &
Far East Countries, Germany, Philippines, New
Zealand, Nepal, etc.
Success over geographical boundaries hygienically
prepared Indian cuisine :Opening of restaurants
abroad
Ethnicity angle in the marketing efforts
differentiated Haldiram’s and enabled it to sustain
itself from threat of McDonald’s and Pizza Hut.

22. SUPPLY CHAIN OF
HALDIRAM’S C&F Agents
Manufacturing unit
Distributors
Retailers
Consumers.
50 C&F agents and 1035 distributors in India
Retail outlets such as supermarkets, sweet shops, provision
stores (Goodwill : Pull strategy : Stockists Compete to hold
the brand)
Tie up with www.indiatimes.com with delivery time of 48
hours to one week and value added services (personal
messages)

23. SWOT Analysis of Haldiram

24. Future Expansion
To increase exports.
To increase the existing strong distribution
network.
To come up with IPO to fund its diversification
and expansion plan.
To launch egg-less bakery items.

25. Suggestions
Diversifying into new innovative products
Increase the no. of outlets
Better promotion
Home Delivery
Explore the possibility of opening the outlets in
foreign market
Customer service

26. THANK
YOU!!!