HALDIRAM

PRESENTED BY:
ANIMESH BARMAN
SANJAY YADAV
JAY PRAKASH
CASE STUDY
 INTRODUCTION
 1937 – Bikaner(Rajeshtan)
 3 units till 90s – Kolkata, Nagpur & New Delhi.
 First Mover Advantage – Branded Namkeens &
Technology in Packing.
 The first company in India to brand ”NAMKEENS”.
 Traditional Indian Food – Hygiene & Quality
 INTRODUCTION
 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
HALDIRAM’S PRODUCT
 SWOT ANALYSIS
STRENGTH
 Brand Awareness and good quality image.

 Good and Attractive packaging.

 Good image position.

 Good variety

 High market share.

 Availability of Brand on almost all outlets.

 WEAKNESS
 Consumer proximity to retail outlet.

 Sale pushing of other brand.

 Scheme giving to retailer are not enough.

 Less profit of Margin of HALDIRAM’S product

from other brand.

 Less advertisement.
 OPPORTUNITY
 Expansion of outlets in class 2 cities
 Youth oriented Product promotion
 Foreign Market
 By providing proper scheme HALDIRAM’S
can Increase Sale.
 By providing more profit margin
HALDIRAM’S can Increase its Supply.
 THREATS
 Unorganized market players
 Organized Competitors
 Family disputes
 Spurious products
 Competition from FRITO LAYS,
BIKANERWALA, BINGO
 Competition from other Brands
 Sale pushing.
MARKETING STRATEGY

TARGET
MARKET
MARKETING
STRATEGY

MARKETING
MIX
 TARGET MARKET

CUSTOMER’S OF UNORGANISED
MARKET

YOUTH SECTION OF THE

MARKET

FAMILIES
 SUBSTITUTE PRODUCTS
Potato Chips
Biscuits
Fast Food & Sweet Shops
MARKET Popcorns & Peanuts
STRUCTURE Home Made Preparations

INDUSTRY COMPETITORS
SUPPLIERS BUYERS
 Pepsi Foods & Frito Lays
Farmers Corporate Offices
Manufacturers Units Bakeman’s Households
Other Vendors Nathu’s Restaurants &
C&F Agents Eateries
Distributors Evergreen’s Canteens &
Semi Wholesaler SM Foods Factories
Retail Shops & Paanwalas
Britannia
Unorganised Players

POTENTIAL ENTRANTS
Existing Industry Competitors
Small Regional Players
International Players
MARKETING MIX
 BRANDING STRATEGY
 Umbrella Branding Strategy

 Advertising Branding Strategy

 Promotion Branding Strategy

 Word of Mouth Branding Strategy

 SUGGESTION FOR BRANDING
STRATEGY
 Packaging should be changed every 2years.

 They should change the taste But KEEPING

IT ORIGINAL TASTE.

 They should not involved in the wrong act that

can lead to decline in sales.