Case Study On Haldiram - No . 1 Choice of Consumers

Contents of the Case• Introduction

• History

• Facts about the Company

• How the company become No 1 choice of consumers

Introduction• Originated in 1902 as a family business.

• Established the 1st shop in 1937 in Bikaner as a small sweet shop.

• ‘ Bhujia Sev’ was the popular item of the shop.

• The prime focus was to serve sweets and namkeens among direct consumers.

History• Haldiram was lead by three brothers – Shri Moolchand, Shri

Satyanarayan & Shri Ramesawar.

• In 1941, the name ‘ Haldiram Bhujiawala’ was used for the 1st time.

• They increased the brand name to cities such as Kolkata in 1958, Nagpur in 1968 and major outlet in Chandani Chowk in Delhi in 1983.

• The group Split into three different identities in 1992 – Haldiram Manufacturing Co. Ltd. ( Namkeen ), Haldiram Marketing Ltd. ( Sweets ) & Haldiram India Pvt. Ltd. ( Syrups & Sharbats)

Regional PresenceHaldiram's products in Delhi and the NCR

are sold under the brand name of "Haldiram", which is the original Haldiram family.

Products in the Kolkata region are sold under the brand name of "Haldiram's Prabhuji" or "Haldiram Bhujiawala" while

Products in the Nagpur region are sold under the brand name of "Haldiram's Nagpur".

Facts About the Company• First company to brand “ Namkeens”

• ISO certified company

• Haldiram's is a member of the following food associations from India and abroad:

1.APEDA (Agriculture and Processed food Products Exports Development Association) India

2.ITPO India Trade Promotion Organization (Application submitted)

Facts About the Company3. Snack Food Association|SFA (Snack Food

Association)

4. ESA (European Snacks Association)

• Accolades won by the company – International Award for Food & Beverages in 1994, Brand Equity Award in 1998, APEDA Export Award in 2002.

Journey to become No. 1 choice of consumers

Marketing MixProduct – Wide Range of Product

Price – Available at a Nominal Value of Rs. 5

Place – Available everywhere

Promotion – Word of Mouth, Online Promotion, Print Media

Packaging – Attractive Packaging.