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CONTENTS
Objectives of case study A brief account of Haldirams Market presence Marketing strategy Marketing mix Competitors

Future plans
Suggestion based on Market Research

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OBJECTIVES OF THE CASE STUDY

To Analyse the marketing strategy of Haldirams Suggestions to increase the Market Share as well as its Profitability

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INTRODUCTION

Started as a small time sweet shop in Bikaner in1937. The first company in India to brand Namkeens.
The first company to offer traditional Indian snack food. The group split in 1999.

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HMCL

Haldiram Bhujiawala Ltd

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Haldiram Foods International Ltd

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MARKET PRESENCE

U.K. USA CANADA INDIA PAK

SA

AUSTRALIA

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MARKETING STRATEGY???

Target market

Marketing Strategy
Marketing Mix

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TARGET MARKET
Customers of unorganized market Youth section of the market

Families

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MARKETING MIX
PRODUCT

PROMOTION

POSITIONING

PRICE

PLACE

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POSITIONING
Uncompromising quality

Hygienic products

Fresh products with long shelf life

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PRODUCTS
NAMKEENS SWEETS SHARBATS

BAKERY ITEMS
DAIRY PRODUCTS PAPAD ICE-CREAMS
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CONTINUED
PRODUCT PORTFOLIO OF HALDIRAM'S

10%

30% 60%

NAMKEENS SWEETS AND SHARBATS OTHERS

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CONTINUED
Region-specific products

Taste of tradition

High-level quality Immense focus on hygiene

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Awards
International food award by the TROFEO International Alimentacion

Keshalkar memorial award by AIFPA

International Award for Food & Beverages by the Trade Leaders Club

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PRICE
COST OF RAW MATERIAL

LABOUR COST

PROFIT MARGIN

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PRICE
Competitive Pricing
Cost reduction

Affordability

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PRICE RANGE OF 'NAMKEENS' OFFERED BY HALDIRAM'S PACK WEIGHT 30 gms PRICE (in Rs) 5

85 gms
180 gms - 250 gms 400 gms - 500 gms 1kg

10
18-35 40-70 95-200

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PLACE
SUPPLY CHAIN-1
MANUFACTURER

C&F AGENTS DISTRIBUTOR

RETAILER

CONSUMER

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Continued
SUPPLY CHAIN-2
MANUFACTURER

C&F AGENTS DISTRIBUTOR

RETAILER

CONSUMER

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LOCATION OF OUTLETS

Bikaner

Delhi

Kolkata Nagpur

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Offers Product Through Internet

India
Indiatimes.com Indiamart.com Mumbaiflowersgifts.com Chennaiflowersgifts.com

Abroad
Giftsofindia.com Giftssmashhits.com Tohfatoindia.com Channelindia.com

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PROMOTION
Word of Mouth Online Promotion

Through print media Attractive packaging

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PROMOTION

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Advertising
Advertising shy Company

Focussed on Print media

Increasing the Ad budget to create attention

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ONLINE VIDEO

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COMPETITORS
FRITO LAYS

Excellent Brand visibility

Indianisation of products

New packaging design

Introducing local flavour variants
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BIKANERWALA
Well Known Brand

Quality & Creativity Strong distribution network

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BINGO
Indianisation of products

Aggressive Advertising
Excellent Brand visibility

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Strengths:

Strong Brand
Packaging Lingering taste of products Innovative thinking Best technology for manufacturing Geographical understanding of the market Shelf life of the product

Weaknesses: Too much stress on traditional Indian item Product promotion

Customer service
Internal Rivalry Limited no. of Outlets

SWOT
Threats:

Opportunities:

Expansion of outlets in class 2 cities

Home delivery Youth oriented Product promotion Foreign Market

Unorganized market players

Organized Competitors Family disputes Spurious products

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FUTURE PLANS
To 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

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MARKET RESEARCH
MARKET SHARE OF KEY PLATERS IN INDIAN SNACK MARKET

12%

16%

45%

FRITO LAY HALDIRAM ITC

27%

OTHERS

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CONTINUED
Export turnover (in million $)
8

4
2.5

2003-04

2004-05

2005-06

2006-07

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OUTLET-MATHURA ROAD
Customers profile:

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SUGGESTIONS
Diversifying into new innovative products Increase the no. of outlets

Better promotion

Home Delivery Explore the possibility of opening the outlets in foreign market Customer service
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