HALDIRAMS

PRESENTED BY

EVOLUTION
1937 Bikaner
3 units till 90s Kolkatta, Nagpur & New Delhi
First Mover Advantage Branded Namkeens &
Technology in Packing
Traditional Indian Food Hygiene & Quality
Competitors Unorganized market, Frito Lays
India, SM foods, Bakemans, etc.

EVOLUTION

Early 90s Split of 3 Units

1992 Manufacturing Unit with Retail Outlet
1995 Restaurant in Delhi
1997 Unit for Namkeens
1999
Started Operating as Separate Entities
Competition among themselves for Market Share

2000 International Markets

STRENGTHS AS BRAND

First Mover Advantage

Product Quality & Hygiene
Value for Money Products
Rich Cultural Heritage Exchange of Gifts
Strong Distribution Network
Hoardings for Promotion
For all Age Groups
Various Awards of Recognition

MARKET STRUCTURE FOR RTE

SUBSTITUTE PRODUCTS
Potato Chips
Biscuits
Fast Food & Sweet Shops
Popcorns & Peanuts
Home Made Preparations
SUPPLIERS
Farmers
Manufacturers Units
Other Vendors
C&F Agents
Distributors
Semi Wholesaler
Retail Shops & Paanwalas

INDUSTRY COMPETITORS
Pepsi Foods & Frito Lays

BUYERS

Bakemans

Corporate Offices

Nathus

Households

Evergreens

Restaurants & Eateries

SM Foods

Canteens & Factories

Britannia
Unorganised Players

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
SUPPLIERS
Farmers
Manufacturers Units
Packaging Suppliers
Other Vendors

Nathus
Evergreens
Bengali Sweets
Sagar Ratna
McDonalds & Nirulas
Yo! China
Local Sweet Shops

POTENTIAL ENTRANTS
Existing Industry Competitors
Small Regional Players
International Players

BUYERS
Corporate Offices
Families
Singles & Couples

BRAND EQUITY
Questionnaire on 15 people covering
Age
TOM
Loyalty
Awareness
Experience of Brand
Competitors of Haldiram

ANALYSIS
18-25 Years
Preference for Frito Lays or Unbranded chips
Haldirams RTE Snacks More Traditional
Awareness of Haldirams High
Prefer Zipped Pouches
Staff less Presentable, Crowded & Cramped
26-55 Years
Awareness is High
Preference for Unbranded Products
Associate with Quality & Hygiene
Satisfied with Experience

ANALYSIS

Awareness is High
Loyalty doesnt exist
Association with completely Indian cuisine
Major threat from unbranded snacks
High on customers trust so can diversify into
health food industry

PRODUCT
Scope Exhaustive Range of RTE Products
Attributes / Benefits
Packaging for longer shelf life & freshness
Various price points & reasonable
State of art manufacturing technology
Easy availability
Quality / Value Good quality at competitive prices
Uses
Filler between meals
For serving to guests

BRAND
Users Gourmets having inclination towards Indian
meals
Country of Origin Bikaner
Organization Associations Innovative & High
quality products
Brand Personality Maharaj known for lipsmacking dishes
Symbol Written in golden for richness & purity
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
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 SYSTEM

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: Haldirams 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 dishes
Male of 40 yrs old of middle or upper middle class
A person fond of food, jolly, old-fashioned, downto-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

POSITIONING
To the consumers having inclination towards Indian
meals, Haldirams offers ready to eat high quality
readily available Indian snacks, with excellent
packaging which provides increased shelf life to its
products.

S e g m e n t a t io n
S w e e ts a n d s n a c k s V e n d o rs

G e o g r a p h ic

C o m p e titio n
S w e e ts a n d s n a c k s V e n d o rs

D o m e s tic a n d in te rn a tio n a l p la y e rs

POINTS OF PARITY
For Obtaining Category Membership
Frame of Reference : RTE Packaged Food
High quality products
Excellent packaging stressing hygiene
Increased shelf life of its products
Competitive pricing
Emphasis on consumer satisfaction through
lingering taste

POINT OF DIFFERENCE
Original snack makers of Bikaner
Credibility with Brand association
Able to use the Indian heritage to promote its
authenticity
Nitrogen filled packaging Increase Shell Life

MARKETING MIX ELEMENTS

Product
Namkeens (60%), sweets, sharbats, bakery

items, dairy products, papad and ice-creams

Raw materials : Sourced from all over country
Use of technology to upgrade quality
Customize its products
Murukkus and Chennai Mixture for South
Indian customers
Nazarana, Panchratan, and Premium

MARKETING MIX ELEMENTS

Packaging
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.5
Prices varies according to weights and type of
namkeens and raw materials

MARKETING MIX ELEMENTS

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

MARKETING MIX ELEMENTS

Promotion
Tied with the Profile Advertising
Attractive posters, brochures and mailers
Press and outdoor media, (taste and appetite)
Hoardings, signage, POPs and posters to
disseminate awareness
Punch line for Haldirams products is, always in
good taste. : Brand Mantra : Communicated to
Employees
Mailers sent to loyal customers and important
corporate clients
Retail outlets of Haldirams give importance to POP
displays.

BRAND EXTENSION
Restaurant business to cash in on its brand image.
in Nagpur amd 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 POPs for venturing into RTC
Categories with a broader frame of reference

HALDIRAMS ABROAD
Exporting 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 Haldirams and enabled it to sustain
itself from threat of McDonalds and Pizza Hut.

SUPPLY CHAIN OF HALDIRAMS

Manufacturing unit
C&F Agents
Distributors
ship them to retail outlets.
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)

CHALLENGES & OPPORTUNITIES

Road Ahead

Aggressive competition
Changing customer habits (Western Influx)
Innovative products and retail forms(Food Malls)
Addressing other segments with an inclination to fast food
such as children, teenagers and college goers.
Venture into other product categories , new snacks with
different variants and flavours backed by sound market
research.
Ideas of offering stickers or tattoos with the pack could also
be useful, especially for attracting children
Company diversifies and tap other regions

CHALLENGES & OPPORTUNITIES

Taste VS Health
Offer low calorie traditional snacks
Brand equity: lower the prices

Product variants and lack of small packs: Cannot experiment

Use the franchising route to capitalise on brand equity
Exemplars and Established Brand Credibility : Leverage on
the international quality awards
Tackle Spurious products and others who want to take free
ride on its brand equity.
Sort out the internal differences and become one unit or
consciously separate and become three separate entities

THANK YOU!!!