Presented By: PCL I (Marketing)

Jalaj Roll No. 15352

Sanghvi

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

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

POTENTIAL ENTRANTS
Existing Industry Competitors
Small Regional Players
 RESTAURANT CONTD…
SUBSTITUTE PRODUCTS
South Indian Food
Fast Food
Mughlai Food
Chinese Food
Inter-Continental Food
Home Made Preparations

SUPPLIERS INDUSTRY COMPETITORS BUYERS

Farmers Nathu’s Corporate Offices
Manufacturers Units Evergreen’s Families
Packaging Suppliers Bengali Sweets Singles & Couples
Other Vendors Sagar Ratna
McDonalds & Nirulas
Yo! China
Local Sweet Shops

POTENTIAL ENTRANTS
Existing Industry Competitors
Small Regional Players
International Players
 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
 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
 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
 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
 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
 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
 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.
Sales Organization Structure
 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’
 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 
 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.
 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.
 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
 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.
 SUPPLY CHAIN OF HALDIRAM’S
 Manufacturing unit C&F Agents
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) 
SWOT Analysis of Haldiram
 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.
 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
THANK YOU!!!