Haldiram’s-Taste of Tradition

Submitted by-
Anirudh Ravishankar – 20PGDM012 | Ayush Mittal – 20PGDM017 | Ayushi Sharma – 20PGDM018 |
Parth Anand – 20PGDM035 | Santosh Kumar Mishra – 20PGDM046 | Seerat Sethi – 20PGDM047
 Founded in Manufacturing
1937, Over 400 hubs:
In Bikaner, Products Nagpur and
Rajasthan Delhi

Vision:
Be the trend setter Mission:
within the field of Review, recreate and
healthy and tasty rediscover the trend Goal:
eating to achieve a of healthy eating To provide our
sustainable growth. and innovate and customers perfect
This may cause an invent fresh new taste and quality in
overall upliftment of methods to nourish .
better packaging.
the Organization, its and delight
people and therefore everyone we serve.
the society.
 PRODUCT MIX
Length and Width
Segmentation Positioning Differentiation
of products

Various parameter of
The total width of segmentation are: Points of Parity:
• As a chain of
Haldiram’s is six restaurants that Before Haldiram's, the
namely Namkeen, Demographic
provide quality snacks category was very
Sweets, Cookies, • Income decentralized and with no
and hygienic
Drinks, Dairy • Age group major brand. Haldiram’s
products took the opportunity and
products and • As a brand that
Psychographic was the first mover in the
Ready to eat. The provides high branded snacks category.
length of the • Lifestyle
quality Indian
products of • Behavioural Points of differentiation:
snacks
Haldiram’s is 63. • Festivals
• User status Haldiram is a strong and
distinguishable brand with
quality products which the
middle and upper-middle
class connect with.
PRICING STRATEGY

Follows a competitive pricing policy

Charges a nominal premium

Prices suitable for middle & high income

group
 DISTRIBUTION STRATEGY

01 02 03 04

Carrying Distributors Retailers Consumers

forward
agents

TYPES OF RETAILERS

UNORGANISED ORGANISED
RETAILERS - Small RETAILERS -
stores-Kiranas, Supermarkets and
family owned shops, Hypermarket
small outlets chains
COMPETITORS ANALYSIS

Organized Sector Unorganized Sector

• Frito-Lays • Uttam
• Bikanervala • Bombay Mishtan Bhandar
• Britannia
• Bikaji foods

Branding Strategies

● Prepared small packages for penetration in

rural market.
• Defending market share
• A superior brand image was established by
various promotional techniques
• Increase in market share by entering new
markets and introducing new products
MARKETING COMMUNICATION STRATEGY

01 02 03 04
Catchy Hinglish Introduced
Collaboration Social media captions and
informal
creative
with ‘Profile presence via communication marketing
Facebook and are used- ‘Every campaigns
Ads’ Twitter Zubaan Pe’ , ‘ Campaigns
chota samosa-big according to
mazaa’ festivals
 CONSUMER PERCEPTION
Criteria Northern Southern Central Western Eastern
Brand’s
Main Namkeens Namkeens Namkeens Sweets Sweets
Product

Brand’s
Taste Quality Variety Quantity Taste
Selling Point

Pricing vs
A little A little
Other Similar prices Similar prices Similar prices
expensive expensive
Competitors
Brand Very Very Extremely Somewhat Somewhat
Favorability Favorable Favorable Favorable Favorable Favorable

MTR, Tasty
Bikano, Bikaji, Uttam,
Local Treat, Adyar
Bikaji, Bikanervala, Balaji, Bikaji Prabhuji,
Competitors Anand
Bikanerwala Aakash Bikano
Bhavan
 EMPLOYEE PERCEPTION

BEST SELLING PRODUCTS

1
● Bikaneri Bhujia
● Haldiram Chips: Classic Salted

COMPETITION
2
• Wider reach
• More accessible

INVENTORY
3
● Reduction in the number of times they
restock
 S.W.O.T ANALYSIS
Threats
Opportunities

Weakness Resistance by youth

Strengths Health conscious
Reaching other people
parts of India Increased competition
New product range
Less marketing
Advertisement and
Strong brand awareness Less penetration in
Large range of products Branding
various areas
Trusted for quality and
Limited focus of
hygiene
Attractive and effective indian style
packaging
Availability of products
Loved for its taste
References
• BrandEquity, E. T. (2019, December 18). 82.5 Communications wins advertising mandate for Haldiram’s (North). ETBrandEquity.Com.

https://brandequity.economictimes.indiatimes.com/news/marketing/82-5-communications-wins-advertising-mandate-for-haldirams-north/72870953

• Haldiram Namkeen Sales promotion company | Haldiram Namkeen C&F Agents. (2019, June 7). Retail Marketing. https://retailmarketing.co.in/haldiram-namkeen-

sales-promotion-company-haldiram-namkeen-cf-agents/

• Haldirams. (2020). Buy Snacks, Sweets, Papad, Biscuits & Namkeen Online in India | Haldiram’s - Taste of Tradition. Haldiram’s. https://www.haldirams.com/

• India's Richest 2019: Haldiram's Incredible Success Story. (2019, December 5). Forbes India. https://www.forbesindia.com/article/india-rich-list-2019/indias-richest-

2019-haldirams-incredible-success-story/56469/1

• MBA Skool Team. (2020, April 19). Haldirams Marketing Mix (4Ps) Strategy. MBA Skool-Study.Learn.Share. https://www.mbaskool.com/marketing

mix/products/17247-haldirams.html#:%7E:text=Haldirams%20product%20strategy%20as%20a,encourage%20impulse%20buying%20among%20customers.

• Online, F. E. (2020, September 18). Haldiram’s new campaign turns the spotlight back on traditional Indian sweets. The Financial Express.

https://www.financialexpress.com/brandwagon/haldirams-new-campaign-turns-the-spotlight-back-on-traditional-indian-sweets/2086418/

Primary Sources:

• Haldiram’s Restaurant, Bharat Stage Mall Noida:

1. Mr. Rakesh – Store Manager

2. Mr. Sandeep – Employee

• Third-party Retailer: Mr. Chandan, Canteen Manager, KPIT Technologies, Bangalore

THANK YOU