Brand Positioning of Ready to eat

snacks



 Beginning Of The Great
Food Chain
• Haldiram had a humble beginning in
1937 as a small time namkeen shop
in Bikaner , in the Rajasthan
state of India .


• Till the early 1990s , Haldiram's

comprised of three units , one
each in Kolkata , Nagpur and New
Delhi .

• The group had presence not only in

India but in several countries
all over the world .
•
 BUYERS
Corporate Offices
Households
Restaurants &
Eateries
Canteens

NDUSTRY COMPETITORS
Pepsi Foods & Frito Lays POTENTIAL ENTRANTS
akeman’s
M Foods
Ambiance Existing Industry Competitor
Small Regional Players
ritannia International Players
norganised small Players

SUBSTITUTE PRODUCTS
Potato Chips
Biscuits
Fast Food & Sweet
Popcorns & Peanuts
Home Made Prepa
vNamken
vSweets
vCookies
vMinute Khana
vPapad
vChips
vSyrups
vPickles
vDry Fruits
 Brand And Product
Positioning
 Entered in to the market as
“ Haldirams Bujiyawala ” Snaks for
tea time
 Introduced new products like
sweets , ice creams and bakery
products
 Opened restaurants to compete
fast food centers
 Different variety for South ,
North , East & West
 Varying Packet sizes ranging from
100g to 1kg
Indian
Market
 Brand Equity
• Longer shelf life
• Attractive packing
• Made in Hygienic conditions
• Packets available in different
sizes
• Variety of products .
•
 Weaknesses:
Strengths: Too much stress on traditional Indian item
Strong Brand Product promotion
Packaging Customer service
Lingering taste of products Internal Rivalry
Innovative thinking Limited no. of Outlets
Best technology for manufacturing
Geographical understanding of the market
Shelf life of the product

SWOT
Opportunities: Threats:
Expansion of outlets in class 2 cities Unorganized market players
Home delivery Organized Competitors
Health oriented Product promotion Family disputes
Foreign Market
Thank You