HALDIRAMS

GROUP 10

INTRODUCTION

Haldiram has been rightly termed as Taste of Tradition. Known for its unbeatable taste in Mithais and Namkeen segment, Haldiram is an household name now. It was in year 1937 in Bikaner, when Ganga Bishen started selling Bhujia sev in Bikaner. Then in 1941, the name Haldiram's Bhujiawala was used for the first time. After they expanded business in Kolkata followed by another unit in Nagpur, and in 1983 first retail outlet was opened in Delhi.

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Haldiram has grown both in domestic and international market. In the early 1990s, because of the conflict within the Aggarwals family, Haldiram's witnessed an informal split between its three units as they started operating separately offering similar products and sharing the same brand name. In 1999, after a court verdict these units started operating as three different companies with clearly defined territories.

INDUSTRY STRUCTURE

India is the world's second largest producer of food next to China. India is one of the worlds major food producers but accounts for less than 1.5 per cent of international food trade. This indicates vast scope for both investors and exporters.

ENVIRONMENT

The chief competitors to Haldirams are Bikanerwala and Nathus. Bikanerwala- Bikano Bikano chat caf

DISTRIBUTION NETWORK

Haldiram's developed a strong distribution network to ensure the widest possible reach for its products in India as well as overseas. Manufacturing unit to carrying and forwarding (C & F) agents to distributors to retail stores. While the Delhi unit of Haldiram's had 25 C&F agents and 700 distributors in India, the Nagpur unit had 25 C&F agents and 375 distributors. Haldiram's also had 35 sole distributors in the international market.

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C&F agents received a commission of around 5%. Distributors earned margins ranging from 8% to 10%. The retail outlets earned margins ranging from 14% to 30%. Retailers earned more margins ranging from 25% to 30% by selling 30 gms pouches (priced at Rs.5) compared to the packs of higher weights. The company offered its products through retail outlets such as supermarkets, sweet shops, provision stores, bakeries and ice cream parlors.

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The products were also available in public places such as railway stations and bus stations. Haldirams also offered its products through the Intern et. Region specific websites enabled people to send gifts to specified region.

PRICE

Haldiram's offered its products at competitive prices. Haldiram's launched namkeens in small packets of 30 grams, priced as low as Rs.5. The prices also varied on the basis of the type of namkeens and the raw materials used to manufacture it.

PRODUCTS

Haldiram's offered a wide range of products to its customers. The product range included namkeens, sweets, sharbats , bakery items, dairy products, papad and ice-creams. However, namkeens remained the main focus area for the group contributing close to 60% of its total revenues. Haldiram's sought to customize its products to suit the tastes and preferences of customers from different parts of India.

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For example, Murukkus and Chennai mixture for south Indian customers, Bhelpuri for western India. The company offered certain products such as ' Nazarana,' 'Panchratan' and 'Premium' only during the festival season in gift packs.

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PROMOTION

Haldiram's product promotion had been low key until competition intensified in the snack foods market. The company tied with Profile Advertising for promoting its products. Consequently, attractive posters, brochures and mailers were designed to enhance the visibility of the Haldiram's brand. The punch line for Haldiram's products was, 'Always in good taste.'

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To increase the visibility of the Haldiram's brand, the company placed its hoardings in high traffic areas such as train stations and bus stations. Posters were designed for display on public transport vehicles such as buses, and hoardings, focused on individual products were developed. Haldiram's also diversified into the restaurant business to cash in on its brand image. The company established restaurants in Nagpur and Delhi.

CUSTOMER SURVEY
HOW OFTEN THEY VISIT HALDIRAMS? BEST VEGETARIAN OUTLET

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SATISFACTION OF THE CONSUMERS QUALITY OF THE PRODUCT

CONCLUSION

High awareness level for different Halidrams Products. Market share of Haldiram namkeen is more than double of its competitors. Average annual sale come out to be highest for Haldirams namkeens. Significantly high brand loyalty for Haldirams products.