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HaldiramHaldiram

Presented By:Presented By:

Jalaj Jalaj SanghviSanghvi

PCL I (Marketing)PCL I (Marketing)Roll No. 15352Roll No. 15352

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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.

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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

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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

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MARKET STRUCTURESUBSTITUTE PRODUCTS Potato Chips Biscuits Fast Food & Sweet Shops Popcorns & Peanuts Home Made Preparations

INDUSTRY COMPETITORS

 Pepsi Foods & Frito Lays

Bakeman’s

Nathu’s

Evergreen’s

SM Foods

Britannia

Unorganised Players

SUPPLIERS Farmers Manufacturers Units Other Vendors C&F Agents Distributors Semi WholesalerRetail Shops & Paanwalas

BUYERSCorporate OfficesHouseholdsRestaurants & EateriesCanteens & Factories

POTENTIAL ENTRANTS

Existing Industry Competitors

Small Regional Players

International Players

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RESTAURANT CONTD… SUBSTITUTE PRODUCTS South Indian Food Fast Food Mughlai Food Chinese Food Inter-Continental Food Home Made Preparations

INDUSTRY COMPETITORS Nathu’s Evergreen’s Bengali Sweets Sagar Ratna McDonalds & Nirulas Yo! China Local Sweet Shops

SUPPLIERS FarmersManufacturers UnitsPackaging SuppliersOther Vendors

BUYERSCorporate Offices FamiliesSingles & Couples

POTENTIAL ENTRANTS

Existing Industry Competitors

Small Regional Players

International Players

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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

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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

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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

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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

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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

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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

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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.

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Sales Organization Structure

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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’

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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 

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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.

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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.

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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

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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.

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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) 

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SWOT Analysis of Haldiram

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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.

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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

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THANK YOU!!!THANK YOU!!!