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Haldiram Case Study Group 4 Final Presentation

Haldiram was established in 1937 in Bikaner, India and introduced its brand name in 1941. It has since expanded operations, establishing manufacturing and retail units across India and abroad. Haldiram offers a variety of Indian snacks and sweets and has become a $4 million brand available in stores internationally.

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637 views7 pages

Haldiram Case Study Group 4 Final Presentation

Haldiram was established in 1937 in Bikaner, India and introduced its brand name in 1941. It has since expanded operations, establishing manufacturing and retail units across India and abroad. Haldiram offers a variety of Indian snacks and sweets and has become a $4 million brand available in stores internationally.

Uploaded by

bertilad88
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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1937 -Started in Bikaner in Rajasthan.

1941-Brand name HALDIRAM BHUJIWALA introduced.



1950- Expanded the business by establishing a small manufacturing unit of Sweets and Namkeens in Kolkata.

1970- A large manufacturing unit set up in Nagpur.

1983- A retail outlet set up in New Delhi.

1992-A manufacturing unit with a retail outlet set up in Delhi

1995 restaurant in Delhi.

1999:
started operating as separate entities.
competition among themselves for market shares.
PRODUCTS OFFERED : Haldiram namkeens and sweets, crushes, syrups, bakery items, dairy products, sharbats, ice
creams

Presently, $ 4 million brand, familiar sight not only in India, but also on shelves across US, Canada, UK, UAE, Australia,
New Zealand, Sri Lanka,Nepal, Japan and Thailand.

INTRODUCTION :


PRODUCT : Haldiram offers a various products such as namkeens, sweets, sharbats5,
bakery items, dairy products, papad and ice-creams. It launched products to suit the tastes
and preferences of customers from different parts of India

PRICE : Competitive price to penetrate the unorganized markets. Prices varies according
to weights & type of Namkeens & raw materials. Haldiram's launched namkeens in small
packets of 30 grams, priced as low as Rs.5

PLACE : From the manufacturing unit, finished goods were passed on tocarrying and
forwarding (C&F) agents. C&F agents passed on the products to distributors, who shipped
them to retail outlets. Haldiram's also offered its products through the Internet.

PROMOTION: product promotion had been low key until competition intensified in the
snack foods market. Various promotion ideas were used which were creative.

POSITIONING : Haldiram offers ready to eat high quality readily available Indian snacks
with excellent packaging which provides increased shelf life to its products.
MARKETING MIX:
SWOT Analysis Haldirams
Strength
1. Quality
2. Research & Development
3. Pricing
4. Latest technology
5. Packaging
Weaknesses
1. Low Advertising Budget
2. Too much into traditional Indian items
3. Products not targeted to particular market
segment
4. Customer service not up to mark
5. Internal competition.

Opportunity
1. Growing Food Industry.
2. Changes in the Consumers Taste and
Preferences.
3. Increase in the Purchasing Power of
Families.
4. Prospects for Exports.
Threat
1. Availability of substitute goods.
2. Spurious products with Haldiram name.
3. Health conscious or awareness.
4. Increasing competition from Indian and
MNC food companies with heavy
promotion.

Promotion tactics suggestions
Mass market-television
FM radio
Events in womens club
Sponsor cookery shows
Sales promotions- Act now due to limited supply!
type
Loyalty program
Promoting the brand personality of Haldirams
Rich in taste and quality
Down to earth, honest, wholesome, authentic & genuine
brand
High quality and has rich patronage
More Suggestions
Anticipate consumer requirements
Introduce new flavors in a timely interval
Place products near the counters to persuade impulsive purchase
Make packaging appealing to the consumers
The pack can be designed as a container which can be used by the consumers in
future with Haldirams branding on it
Diversifying into new innovative products.
Target specific segment, like kids and teenagers with unique products.
The 3 units of Haldirams should collaborate with each other else will result into
brand dilution
Never compromise on the quality and taste of the product
Expand direct outlets in India as well as abroad.
As WOMEN are the buyers for household needs and the deciding factor on what to
be served to the guests, Haldiram targets them for their namkeens and other
ready-to-eat food needs.
In Mithai also, they can come up with sugar free sweets for the diabetic or
HEALTH CONSCIOUS CUSTOMERS.

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