marketing strategy of haldiram

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Group No.2, Sec-B9-9-2008 1


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CONTENTS

9-9-2008 Group No.2, Sec-B 2

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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To Analyse the

marketing strategy ofHaldirams

Suggestions to increase

the Market Share aswell as its Profitability

9-9-2008 Group No.2, Sec-B 3

OBJECTIVES

OF THE

CASE

STUDY


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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.

9-9-2008 Group No.2, Sec-B 4


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HMCL

Haldiram

Bhujiawala Ltd

Haldiram Foods

International Ltd

9-9-2008 Group No.2, Sec-B 5


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USA

CANADA

INDIA

U.K.

MARKET PRESENCE

9-9-2008 Group No.2, Sec-B 6

SA

PAK

AUSTRALIA


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Target

market

Marketing

Mix

MarketingStrategy

9-9-2008 Group No.2, Sec-B 7

MARKETING STRATEGY???


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TARGET MARKET

9-9-2008 Group No.2, Sec-B 8

Customers of

unorganized market

Youth section of themarket

Families


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POSITIONING

PRODUCT

PRICE

PLACE

PROMOTION

MARKETING MIX

9-9-2008 Group No.2, Sec-B 9


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POSITIONING

9-9-2008 Group No.2, Sec-B 10

Uncompromising

quality

Hygienic products

Fresh products withlong shelf life


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NAMKEENS

SWEETS

SHARBATS

BAKERY ITEMS

DAIRY PRODUCTS

PAPAD

ICE-CREAMS

PRODUCTS

9-9-2008 Group No.2, Sec-B 11

CO


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60%

30%

10%

PRODUCT PORTFOLIO OF

HALDIRAM'S

NAMKEENS

SWEETS AND SHARBATS

OTHERS

CONTINUED

9-9-2008 Group No.2, Sec-B 12


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CONTINUED

Region-specific products

Taste of tradition

High-level quality

Immense focus on

hygiene

9-9-2008 Group No.2, Sec-B 13

PRICE


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PRICE

COST OF RAWMATERIAL

LABOURCOST

PROFITMARGIN

9-9-2008 Group No.2, Sec-B 15


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PRICE

9-9-2008 Group No.2, Sec-B 16

CompetitivePricing

Cost reduction

Affordability


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PRICE RANGE OF 'NAMKEENS' OFFERED BY HALDIRAM'SPACK WEIGHT PRICE (in Rs)

30 gms

5

85 gms 10180 gms - 250 gms 18-35400 gms - 500 gms 40-70

1kg 95-200

9-9-2008 Group No.2, Sec-B 17

PLACE


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PLACESUPPLY CHAIN-1

9-9-2008 Group No.2, Sec-B 18

MANUFACTURER

C&F AGENTS

DISTRIBUTOR

RETAILER

CONSUMER

C i d


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Continued

9-9-2008 Group No.2, Sec-B 19

MANUFACTURER

C&F AGENTS

DISTRIBUTOR

RETAILER

CONSUMER

SUPPLY CHAIN-2

LOCATION OF OUTLETS


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LOCATION OF OUTLETS

Group No.2, Sec-B9-9-2008 Group No.2, Sec-B 20

Kolkata

Nagpur

DelhiBikaner

Off P d t Th h I t t


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Offers Product Through Internet

9-9-2008 Group No.2, Sec-B 21

Indiatimes.com

Indiamart.com

Mumbaiflowersgifts.comChennaiflowersgifts.com

Giftsofindia.com

Giftssmashhits.com

Tohfatoindia.com

Channelindia.com

India Abroad

PROMOTION


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PROMOTION

Word of Mouth

Online Promotion

Through print media

Attractive packaging

9-9-2008 Group No.2, Sec-B 22

Ad ti i


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Advertising

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Advertising shy

Company

Focussed on Print media

Increasing the Ad budget

to create attention

ONLINE VIDEO


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ONLINE VIDEO

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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

Opportunities:

Expansion of outlets in class 2 cities

Home delivery

Youth oriented Product promotion

Foreign Market

Threats:

Unorganized market players

Organized Competitors

Family disputes

Spurious products

SWOT

9-9-2008 Group No.2, Sec-B 29


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9 9 2008 G 2 S 3

marketing strategy of haldiram

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