BRAND TRACKING SURVEY Submitted by- Sonali Goel B-03 Varuna Punjabi B-04 Niharika Grover B-05 Sahil

Behl B-14 Anuja Sharma B-39 Abhis hek Gupta B-41

ABOUT HALDIRAM Haldirams, the brand name that is always associated with quality, product and ser vice. It took more than six decades to become the leading manufacturer of Indian savoury snacks. Haldirams has been rightly termed as Taste of Tradition. Known f or its unbeatable taste in Mithais and Namkeen segment, Haldiram is an household name now. Haldirams has grown both in domestic and international market. Today H aldirams is known for matchless quality, packaging, efficient supply chain manage ment, distribution network and zero impurity. Haldirams came out with different p roducts which suited the tastes of various ethnic and geographical groups. HISTORY OF HALDIRAM Started from a small shop in Bikaner in 1937 by Ganga Bishen Agarwal, (popularly known as Haldiram). Bhujia sev- very popular among the residents of Bikaner. In 1941 the name Haldirams Bhujiawala was used for the first time. Subsequently rea ch extended 1958 to Kolkata and further to west India & never looked back. 1983 opened shop in Chandni Chowk the main hub of commercial centre in Delhi. Prime f ocusing was on sweets & namkeens. It was lead by three brothers Shri Moolchand, Shri Satyanarain and Shri Rameshwar STRENGTHS AS A BRAND First Mover Advantage Product Quality & Hygiene Value for Money Products Rich Cu ltural Heritage Exchange of Gifts Strong Distribution Network Hoardings for Prom otion For all Age Groups Various Awards of Recognition

MARKETING STRUCTURE OF HALDIRAM

BRAND TRACKING SURVEY The aim of the survey was to know the Brand- HALDIRAM in a better way and to res earch on how the brand is perceived by its customers. 1. BRAND AWARENESS AND USAGE Brand awareness means the extent to which a brand a ssociated with a particular product is documented by potential and existing cust omers either positively or negatively. Creation of brand awareness is the primar y goal of advertising at the beginning of any product s life cycle in target mar kets. In fact, brand awareness has influence on buying behaviour of a buyer. All of these calculations are, at best, approximations. According to the survey don e maximum number of people are aware about Haldiram and when it comes to recalli ng Indian fast food restaurant haldiram is the one which leads. awareness level 60% 50% 40% 30% 20% 10% 0% awareness level 2. BRAND JUDGEMENT How customers put together all the different performance and imagery associations of the brand to form different kinds of opinions helps us i n knowing the brands 1. 2. 3. 4. Quality Credibility Consideration Superiority

According to the brand tracking survey of Haldirams maximum people feel that the attitude of Haldiram and the way it is working is positive as they are working s ince decades and are now experienced thus can lead their brand in a positive way . attitude 60% 50% 40% 30% attitude 20% 10% 0% highly positive positive neutral negative Maximum customers of Haldiram likes the food and services provided by them and t heir satisfaction level is also towards a higher and a positive side. satisfaction level 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% very low low average high very high sa tisfaction level

Quality of food which Haldiram provides and aims to do further is what is mostly liked the consumers as they perform according to the customers needs and want an d every dish of them is prepared as fresh and according to the customers likabil ity. likability 70% 60% 50% 40% likability 30% 20% 10% 0% quality price ambience service Haldirams is likable by all the segments of consumers due to its factor of showin g concern towards the society as a whole. haldiram is innovative knwoledgeable trustworthy likable concerned about their customers con cerned about society as a whole admirable hygienic

3. BRAND PERFORMANCE Product itself is at the heart of the brand equity, because it is the primary influence on what consumers experience with a brand, what the y hear about a brand from others andwhat the firm can tell customers about the b rand in their communications: Designing & delivering a product that fully satisf ies consumer needs and wants is a prerequisite for successful marketing. There a re mainly 5 important types of attributes and benefits that often underlie brand performance: 1. Primary ingredients & supplementary features 2. Product reliabi lity, durability & serviceablitiy 3. Service effectiveness, efficiency & empathy 4. Style & design 5. Price Maximum consumers feel that Haldirams high level of p erformance is because of the the convenience which it provides in eating that is it gives quick delivery, delicious and high quality food every time. haldiram is convenient to eat at provides quick, efficient service has clean facilities is f or the whole family has delicious food has a varied menu has friendly, courteous staff offters fun promotions has a stylish and attractive look has high- qualit y food

4. BRAND IMAGERY Brand imagery is how people think about a brand abstractly, rat her than what they think brand actually does. Imagery associations can be formed : 1. Directly: from consumers own experiences & contact with product, brand, tar get market or usage situations 2. Indirectly: depiction of these same considerat ions as communicated in brand advertising or by some other source of information . According to our analysis maximum users feel that Haldiram is an old brand whi ch is highly experienced and knows how to make it self successful. The brand is also said to be reliable due to its consistency in the product and quality of fo od. words that descirbes Haldiram down to earth honest daring up-to date reliable successful upper class charming

5. BRAND FEELING Emotions evoked by a brand can become so strongly associated th at htey are acessable during product consumption and use, this is how a brands f eeling can by checked. There are mainly 6 types of brand building feelings: 1. 2 . 3. 4. 5. 6. Warmth Fun Excitement Security Social approval Self respect Accord ing to the research done Haldiram is a brand which provides maximum warmth becau se of its ability of being approved socially. Haldiram works on one soul motive that is to provide its customers with quality food which makes them stand differ ent from competitors. Haldiram s gives you 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Haldiram s gives you

6. BRAND RESONANCE Resonance is characterised in terms of intensity, or depth of the Psychological bond that the customers have with the brand, as well as the l evel of activity engendered by its loyalty. Haldiram is said to be a loyal brand because of it quality and the price it charges for the same. loyalty level yes No Haldiram is more than a product to me yes no can t say

ABOUT THE BRAND HALDIRAM Users Gourmets having inclination towards Indian meals Country of Origin Bikaner Organization Associations Innovative & High quality products Brand Personality M aharaj known for lip-smacking dishes Symbol Written in golden for richness & puri ty Brand Customer relationship Indian taste at anytime Emotional Benefits Smart purchase of high quality & hygienic products BRAND IDENTITY SYSTEM Core Identity Food Quality Innovative and contemporary pac kaging with increased shelf life & freshness Food Taste Traditional Indian taste Innovative First mover advantage Branding of Namkeens New ways of Packaging Intro duction of new variants for maintaining a competitive edge 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: Ha ldirams shares rich parentage and has its roots to locations known for exquisite Indian cuisine

Value Proposition Functional Benefits Taste, Hygiene, Consistent Quality, Best P ackaging, Freshness, Extensive Product Range Emotional Benefits Smart Buyer, Ass ociation with Indian Roots Credibility Makes Ready-To-Eat that are tasty and hyg ienic BRAND PERSONALITY Maharaj known for lip-smacking dishes Male of 40 yrs old of midd le or upper middle class A person fond of food, jolly, old-fashioned, down-to-ea rth, honest, wholesome, real and authentic Image of sincere, experienced, skille d genuine and older brand. Well liked and respected member of the family High qu ality & rich parentage SWOT ANAYSIS OF HALDIRAM Strengths: Strong Brand Packaging Lingering taste of products Innovative thinkin g Best technology for manufacturing Geographical understanding of the market She lf life of the product Weaknesses: Too much stress on traditional Indian item Product promotion Custome r service Internal Rivalry Limited no. of Outlets SWOT Threats: Unorganized market players Organized Competitors Family disputes Spurio us products Opportunities: Expansion of outlets in class 2 cities Home delivery Youth orient ed Product promotion Foreign Market

FUTURE EXPANSION STRATEGIES To increase exports. To increase the existing strong distribution network. To co me up with IPO to fund its diversification and expansion plan. To launch egg-les s bakery items. SUGGESTIONS Diversifying into new innovative products Increase the no. of outlets Better pro motion Home Delivery Explore the possibility of opening the outlets in foreign m arket Customer service LIMITATIONS The suvery was conducted taking into consideration the Resutaurant chains of Hal dirams only. The sample size of 100 customers was only taken. The survey was conducted in Delhi( South-Delhi) and NCR (Noida) only. REFERENCES Search enginewww.google.com Websites refferedwww.haldirams.com

http://www.scribd.com/doc/31711644/Brand-Building-Model www.slideshare.com http: //marketing-and-brands.blogspot.com/2009/02/haldiram.html books referredStrategi c brand management by Kevin lane keller APPENDIX BRAND TRACKING SURVEY (The Information Will Solely Be Used For Project Work) 1. What brand of fast food Indian restaurant chains are you aware of ? 1. Nathus 2. Evergreens 3. Haldiram 4. Bengali sweets 5. Sagar ratna 6. Nirulas 2. At whic h brand of fast food restaurant chain would you consider eating? 1. Nathus 2. Eve rgreens 3. Haldiram 4. Bengali sweets 5. Sagar ratna 6. Nirulas 3. Have you eate n in a fast food Indian restaurant in the last week? Which ones? 4. Which is your favourite fast food Indian restaurant chain ? 1. Nathus 2. Everg reens 3. Haldiram 4. Bengali sweets 5. Sagar ratna 6. Nirulas

5. Have you heard about haldiram? Yes No 6. Have you tried its food? Yes No 7. H ow favourable is your attitude towards haldiram? Highly positive Positive Neutra l Negative 8. How well does Haldiram satisfy your needs?(giving ranking 1- least satisfying 5highly satisfying) 9. How likely would you be to recommend Haldiram to others? 1. Highly recommendable 2. Recommendable 3. Less recommendable 4. No t worth 10. How good a value is Haldiram? ?(giving ranking 1- less valuable 5- h ighly valuable) 11. What do you like the most about Haldiram? 1. Quality 2. Pric e 3. Ambience 4. Service 12. What is the most unique thing about Haldiram? 1. Fo od Quality 2. Quick Service 3. affordability 4. Ambience 13. To what extent does Halidrams offer advantages that other brands cannot? 1. High 2. Medium 3. Low

14. To what extent is Halidram superior to other brands in the fast food Indian restaurant category? 1. Quality 2. Price 3. Ambience 4. Service 15. Haldirams is 1. Innovative 2. Knowledgeable 3. Trustworthy 4. Likable 5. Concerned about thei r customers 6. Concerned about society as a whole 7. Admirable 8. Hygienic 16. H aldirams is 1. Is convenient to eat at 2. Provides quick, efficient service 3. Ha s clean facilities 4. Is for the whole whole family 5. Has delicious food 6. Has a varied menu 7. Has friendly, courteous staff 8. Offers fun promotions 9. Has a stylish and attractive look 10. Has high- quality food 17. To what extent do p eople admire and respect eat at Haldirams? 1. High 2. Medium 3. Low 18. How well do each of the following words describes this brand? 1. Down to earth 2. Honest 3. Daring 4. Up-to date 5. Reliable 6. Successful 7. Upper class 8. Charming

19. Is Haldirams a restaurant that you can use in lot of different situations? Ye s No Cant say 20. To what extent does thinking of Haldirams bring backs pleasant m emories? 21. To what extent do you feel you grew up with Haldirams? 22. Does Haldirams gives approval 6. Self respect would go out of my way to oduct to me? Yes No you 1. Warmth 2. Fun 3. Excitement 4. Security 5. Social 23. I consider myself loyal to Haldirams? Yes No 24. I eat at Haldirams? Yes No 25. Haldirams is more than a pr Cant say