Submitted to:- Kamaljit sodi mam

Submitted By:- Lokesh kumar sharma Kirti bhuddi Prachi priya

Project on marketing

EVOLUTION1937 – Bikaner3 units till 90s – Kolkatta, Nagpur & New Delhi.First Mover Advantage – Branded Namkeens &

Technology in Packing.Traditional Indian Food – Hygiene & QualityCompetitors – Unorganized market, Frito Lays

India, SM foods, Bakemans, etc.

EVOLUTIONEarly 90s – Split of 3 Units1992 – Manufacturing Unit with Retail Outlet1995 – Restaurant in Delhi1997 – Unit for Namkeens1999 –

Started Operating as Separate EntitiesCompetition among themselves for Market Share

2000 – International Markets

STRENGTHS AS BRANDFirst Mover AdvantageProduct Quality & HygieneValue for Money ProductsRich Cultural Heritage – Exchange of GiftsStrong Distribution NetworkHoardings for PromotionFor all Age GroupsVarious Awards of Recognition

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

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

PRODUCTScope – Exhaustive Range of RTE ProductsAttributes / Benefits

Packaging for longer shelf life & freshnessVarious price points & reasonableState of art manufacturing technologyEasy availability

Quality / Value – Good quality at competitive prices Uses –

Filler between meals For serving to guests

BRANDUsers – Gourmets having inclination towards Indian mealsCountry of Origin – BikanerOrganization Associations – Innovative & High quality

productsBrand Personality – “Maharaj” known for lip-smacking

dishesSymbol – Written in golden for richness & purityBrand Customer relationship – Indian taste at anytimeEmotional Benefits – Smart purchase of high quality &

hygienic products

BRAND IDENTITY SYSTEMCore 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 SYSTEMExtended 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 dishesMale of 40 yrs old of middle or upper middle classA 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

POSITIONINGTo 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 countryUse of technology to upgrade qualityCustomize its products –

Murukkus and ‘Chennai Mixture’ for South Indian customers

Nazarana, Panchratan, and ‘Premium’

MARKETING MIX ELEMENTSPackaging –

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.5Prices varies according to weights and type of namkeens

and raw materials 

MARKETING MIX ELEMENTSDistribution –

Extensive: 6 lacs outlets for the Delhi and Nagpur Internet marketing for consumers abroad. Brand pull in the marketTrade margins range from 27% to 45%, depending on

the item.

MARKETING MIX ELEMENTSPromotion –

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 ABROADExporting 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’SManufacturing 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 ExpansionTo 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 productsIncrease the no. of outlets Better promotionHome DeliveryExplore the possibility of opening the outlets in

foreign marketCustomer service

THANK YOU!!!