MINOR PROJECT REPORT

ON
MARKETING STRATEGY OF
HALDIRAMS

MAHARAJA AGRASEN INTITUTE OF MANAGEMENT

STUDIES
(AFFILATED BY GURU GOBIND SINGH INDRAPRASTHA
UNIVERSITY)
Sector 22, Rohini, New Delhi, Delhi 110085, India

SUBMITTED BY:
GUPTA
ROLL NO: 4701712
BBA (GEN.) III SEM

CERTIFICATE
This is to certify that the project entitled MARKETING STRATEGY OF
HALDIRAMS prepared by . Gupta has been completed under my
guidelines and I am completely satisfied with the work carried out by him.
The project was successfully carried out by .. Gupta in partial
fulfillment of BBA, IIIrd Semester, required for the award of degree of BBA
of Maharaja Agrasen Institute Of Management Studies.

Project Guide

ACKNOWLEDGEMENT
2

This project work, which is my first step in professionalism, has been successfully
accomplished only because of timely support of my well wishers. I would like to
pay my sincere regards to those, who directed me at every step in my project work.
First of all, I would like to express my thanks to Dr. C. S. Sharma (Director,
Maharaja Agrasen Institute of Management Studies) for giving me such a
wonderful opportunity to widen the horizons of my knowledge. I extend my thanks
to my project guide for her scholarly guidance, constant supervision
and encouragement. It is due to her personal interest and initiative that the project
work is published in the present form. Last but not the least, I would also like
thank all the staff members of Maharaja Agrasen Institute Of Management Studies,
friends and parents who have directly or indirectly contributed in making this
project a success, it is a tribute for their valuation. Despite all efforts I have no
doubt that error and obscurities remain that seen to afflict a working project for
which I am capable.

..Gupta
Roll No.
BBA GEN III sem

TABLES OF CONTENT

INTRODUCTION
3

5
6

1.1

Overview of the Industry

1.2

Origin and Development of the Industry

1.3

Growth and present status of the Industry

1.4

Future of the Industry

OBJECTIVE AND METHODOLOGY

2.1

Significance of the study

2.2

Objectives of the study

2.3

Research Methodology
2.3.1

Research Design

2.3.2

Method of data collection

BACKGROUND AND PROFILE OF THE

ORGANIZATION
3.1

Background of company

3.2

Company Profile

3.3

Marketing Mix
3.3.1

Product

3.3.2

Price

3.3.3

Place

3.3.4

Promotion

THE BRAND
4.1

Eleven Brand Definitions

4.2

Competition Analysis

4.3

Market Strategies

4.4

SWOT Analysis

RECOMMENDATIONS & CONCLUSIONS

5.1

Recommendation

5.2

Conclusions

BIBLOGRAPHY

CHAPTER 1 INTRODUCTION

1.1

OVERVIEW OF THE INDUSTRY

Indian FMCG sector is one of the fastest growing sectors. With its vast population base, growing
middle class and strong macro-economic environment, the Indian market has seen processed
food emerge as the one of its fastest growing segments. Rapid lifestyle transformation,
particularly in urban areas, has resulted in a dramatic increase in the demand for processed,
packaged and ready-to-eat food products. With the packaged salty snacks generating a whole
new space at the kitchen shelves of the Indian families, it has given chance to many an FMCG
companies to explore the market by flooding it with host of traditional snack savouries. Initially
housewives in India used to make namkeen at home, but with changing times this is gradually
fading away and people have started thinking that it is easier to buy namkeen than make it at
home.
Since a traditional Indian family chats over a hot cup of chai with salted snacks by the side the
companies have been making a beeline to grab a market share in the salty snack segment. Each
company has been flooding the market with a variety of snack ranging from the much traditional
alu bhujiya and salted potato chips to the more diverse forms like flavoured chips, kurkuras and
munchies. Companies are devising newer ways to penetrate the Indian houses with its offerings
be it with more assortments, sizes, price, ways of distributing or advertisements. Hence, this
study is based on the effectiveness of the marketing mix of the company which has been a leader
in the salted snack segment since its inception as a branded house for the salted snack segment,
Bikanerwala Foods International Private Limited.

1.2

ORIGIN AND DEVELOPMENT OF THE INDUSTRY

5

India is the world's second largest producer of food next to China, and has the potential of being
the biggest with the food and agricultural sector. The total food production in India is likely to
double in the next ten years and there is an opportunity for large investments in food and food
processing technologies, skills and equipment, especially in areas of Canning, Dairy and Food
Processing, Specialty Processing, Packaging, Frozen Food/Refrigeration and Thermo Processing.
Fruits & Vegetables, Fisheries, Milk & Milk Products, Meat & Poultry, Packaged/Convenience
Foods, Alcoholic Beverages & Soft Drinks and Grains are important sub-sectors of the food
processing industry. Health Foodland health food supplements is another rapidly rising segment
of this industry which is gaining vast popularity amongst the health conscious. 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. Food exports in 1998 stood at US $5.8
billion whereas the world total was US $438 billion. The Indian food industries sales turnover is
Rs 140,000 crore (1 crore = 10 million) annually as at the start of year 2000. The industry has the
highest number of plants approved by the US. India's food processing sector covers fruit and
vegetables; meat and poultry; milk and milk products, alcoholic beverages, fisheries, plantation,
grain processing and other consumer product groups like confectionery, chocolates and cocoa
products, Soya-based products, mineral water, high protein foods etc. We cover an exhaustive
database of an array of suppliers, manufacturers, exporters and importers widely dealing in
sectors like the -Food Industry, Dairy processing, Indian beverage industry etc. We also cover
sectors like dairy plants, canning, bottling plants, packaging industries, process machinery etc.
The most promising sub-sectors includes -Soft-drink bottling, Confectionery manufacture,
Fishing, aquaculture, Grain-milling and grain-based products, Meat and poultry processing,
Alcoholic beverages, Milk processing, Tomato paste, Fast-food, Ready-to-eat breakfast cereals,
Food additives, flavours etc.

1.3

GROWTH AND PRESENT STATUS OF THE INDUSTRY

The Indian snacks market is worth around US$ 3 billion with the organized segment taking half
the market share and has an annual growth rate of 15-20 per cent. The unorganized snacks
6

market is worth US$ 1.56 billion with a growth rate of 7-8 per cent per year. There are
approximately 1000 types of snacks and another 300 types of savouries being sold in the Indian
market today. Potato chips and potato-based items are the most popular products with more than
85 per cent share of the salty snack market
Snack food may be broadly classified as:

1. Chips Wafers Crisps

These include deep fried potato chips strips sticks rings etc. and represent a substantial share of
the snack food market. Banana wafers jack fruit chips tapioca wafers which are popular in South
India also fall into this group.

2. Extruded Food
These are of two types:

The traditional items made from flours and spices and extruded in the form of sticks
strips or spirals such as sev, boondi, papdi, gathia, chakli etc. These items traditionally
prepared in households are now marketed in pre-packed forms with different flavors and
seasonings.

The non-traditional pre-formed partly cooked pellets derived from potato starch from
cereals and fried at high temperatures for a short time to give expanded light textured
products. This group also includes cereal / potato powder mixes which are extrusion
cooked and enrobed with oil and flavor.

Many of these products are highly flavoured with spices herbs or cheese. Typical examples are
cheese balls Cheetos Kurkure etc. A large number of products are available in this category
and display varying sizes shapes and textures.

3. High Value Items

These are roasted / fried / salted / flavoured nuts such as peanuts cashewnuts almonds etc.

The key players in the salty snack industry in India are:

1. ATOP Food Products
Indian snack food manufacturer in Gujarat producing potato chips namkeenchatapata and sweets
with strong presence in the Western part of India.

2. AUEVSS Limited
AUEVSS Limited is a recently established Indian potato chip processing company by potato
growers and they use this fact to create tracebility. The company sells potato chips using the
brand name Fryo potato chips. AUEVSS is a subsidiary of Bhagatji Cold Storage.

3. Balaji Wafers Pvt Ltd

Balaji Wafers is one of the larger potato chips producing companies in India with a high market
share especially in Gujarat.

4. BB Foods
BB foods (BankeyBihariJi Food Products (P) Ltd.) is a company manufacturing pre-fried frozen
french fries a range of frozen vegetables curries and snacks like crisps from India.

5. Bikanerwala Foods Pvt Ltd

Bikanervala Foods Pvt Ltd is the manufacturer and marketer of the Bikanervala and Bikano
branded Indian style sweets and savory snack products.

6. Britannia

Britannia is one of the leading one the biscuit brands in the country. They have ventured into the
salty snack segment with the view of diversifying their portfolio and reduce dependence on one
segment.

7. Frito Lays
Frito-Lay is the largest Potato Chips manufacturer in the world. Fritolay's brands include Lay's
Walkers Smith's Stax Ruffles and many more. Frito-Lay is a subsidiary of Pepsico.

8. Haldirams
Haldiram's is one of the larger chips and snack manufacturer's in India. Haldiram's is also
diversifying into fast food retail chains all over India.

9. ITC
ITC Limited is an Indian telecommunications giant and cigarette manufacturer diversifying in
Consumer Packaged Goods market including the snack foods sector. Brand names: Bingo. Bingo
7 managed to capture an 11% market share of the Indian snack market within 6 months of its
launch.

10. Manpreet Foods Pvt Ltd

A company with a background in industrial gases Coal trading and business in Real Properties
diversified into the processing of snack foods i.e. Potato Chips & RTE Snacks (Extruded snacks).
Manpreet Foods markets their range of products under the "ME2" brand.

11. Nanaji Namkeens Udyog Pvt Ltd

Nanaji Namkeen established in the year 1975 is a traditional namkeen sweets and potato wafers
producing company in India catering to the masses largely in Delhi Rajasthan and even south
India.

12. Natraj Foods

9

Natraj Cold Storage and Food Pvt Ltd is a manufacturer of snacks including potato snacks in
India. Natraj Foods sells its snacks using brand name "Lip Chip".

13. Potatoking Foods Ltd

Potato King Foods is an Indian manufacturer of dehydrated potato products (potato flakes potato
flour potato powder potato granules) and potato chips. Potato King Foods is located in West
Bengal.

14. Parle Agro Pvt Ltd

Parle Agro a well known Indian brand had entered the salty snack segment with Musst chips and
the baked snack under the brand name of Hippo

15. Samrat
Samrat is an Indian Snack food manufacturer located in Gujarat. Samratmanufacturs a range of
25 snack food products.

16. SM Dyechem Ltd

SM Dyechem Limited has activities in three segments: Meal and Oil Snack Foods and Others. In
the snack segment they produce a range of ready-to-eat pelleted and extruded snack products
under brand names such as Peppy Piknik and Senor Pepito. According to data monitor they were
the #2 player in the Indian savory Snack market in 2005.

17. SM Foods Pvt Ltd

Indian manufacturer of a range of extruded snacks

1.4

FUTURE OF THE INDUSTRY

10

The Indian FMCG sector is the fourth largest sector in the economy with a total market size in
excess of US$ 13.1 billion. It has a strong MNC presence and is characterized by a wellestablished distribution network, intense competition between the organized and unorganized
segments and low operational cost. Availability of key raw materials, cheaper labour costs and
presence across the entire value chain gives India a competitive advantage. The snack food
market in India is valued at Rs. 1530 crore and is one of the largest markets in the world, out of
which potato chips holds the major market share of around 85%. Products covered potato chips,
savoury snacks, snacks nuts, and popcorn. Snack foods are highly subjected to impulse buying
and have gained popularity, today, due to:

Growing urban population.

Increase in number of nuclear families.

Increase in the number of working women.

Media penetration leading to attraction for novel food, and

Higher disposable income.

Snacks are a part of consumer convenience / packaged foods segment. Snacks are described as a
small quantity of food eaten between meals or in a place of a meal. Snacks food generally
comprises bakery products, ready to eat mixes, chips, namkeen other light processed foods
according to the ministry of food processing the, snack food industry worth is 102 billion in
value in over 4,00,000 tones in terms of volume.

Chapter-2

Objectives of the study

11

2.1 Significance of the study

For any business venture, human resource goes hand in hand. Opportunities come and go but
business comes from the ones, which are handled properly in terms of leads. Leads for any new
opportunity are very important for it to turn out a profitable venture.
Promotion plays a very important role in both the departments. Promotion helps us to market a
product properly and also helps in increasing the sale of the product as compared to competitors.

2.2 Objectives of the study

To study the top companies which deal with these products.

To study the whole company structure of Haldirams
To analyses the marketing strategies of Haldirams which helps the company grow
rapidly.

2.3 Research Methodology

Research Methodology comprises of defining & redefining problems, collecting,
organizing &evaluating data, making deductions &researching to conclusions.
Research methodology is considered as the nerve of the project. Without a proper well-organized
research plan, it is impossible to complete the project and reach to any conclusion. The project
was based on the survey plan. The main objective of survey was to collect appropriate data,
which work as a base for drawing conclusion and getting result.
Therefore, research methodology is the way to systematically solve the research problem.
Research methodology not only talks of the methods but also logic behind the methods used in
the context of a research study and it explains why a particular method has been used in the
preference of the other methods
. Every project work is based on certain methodology, which is a way to systematically solve the
problem or attain its objectives. It is a very important guideline and lead to completion of any
project work through observation, data collection and data analysis.

12

Accordingly, the methodology used in the project is as follows: Research Design

Methods of data collection
Limitations of the study
2.3.1 Research Design
Research Design is a plan, conceptual structure, and strategy of investigation conceived as to
obtain answers to research questions and to control variance.
Research design is important primarily because of the increased complexity in the market as well
as marketing approaches available to the researchers. In fact, it is the key to the evolution of
successful marketing strategies and programmers. It is an important tool to study buyers
behavior, consumption pattern, brand loyalty, and focus market changes. A research design
specifies the methods and procedures for conducting a particular study.
2.3.2 Method of Data Collection
Instrument for the data collection is secondary data. In today's world correct information is the
key to success. Secondary data is collected by others but utilized or used by the researcher.
Secondary data is data that has already been collected and collated by somebody for some reason
other than the current study. It can be used to get a new perspective on the current study, to
supplement or compare the work or to use parts of it, as another study may prove costly and time
consuming.

Advantages
1

It is economical. It saves efforts and expenses.

It is time saving.

It helps to make primary data collection more specific since with the help of secondary
data, we are able to make out what are the gaps and deficiencies and what additional
information needs to be collected.
13

It helps to improve the understanding of the problem.

It provides a basis for comparison for the data that is collected by the researcher.

Evaluation of secondary data

Evaluation means the following four requirements must be satisfied:1

Availability- It has to be seen that the kind of data you want is available or not. If it is not
available then you have to go for primary data.

Relevance- It should be meeting the requirements of the problem. For this we have two
criterion:-

Units of measurement should be the same.

Concepts used must be same and currency of data should not be outdated.

Accuracy- In order to find how accurate the data is, the following points must be
considered: -

Specification and methodology used

Margin of error should be examined

The dependability of the source must be seen.

Sufficiency- Adequate data should be available.

Precautions in the use of secondary data

The investigator should consider the following points before using the secondary data:
14

Are the data reliable?

Are the data suitable for the purpose of investigation?

Are the data adequate?

Are the data collected by proper method?

From which source were the data collected?

Who has collected the data?

Thus, the secondary data should not be used at its face value. It is risky to use such statistics
collected by others unless they have been properly scrutinized and found reliable, suitable
and adequate.

Thus in my opinion, this was the best method, that could have been used which provided
such an in-depth and detailed information.

15

CHAPTER-3
BACKGROUND AND
PROFILE OF THE
ORGANISATION
16

3.1 BACKGROUND
HALDIRAM is a name associated with consumers for sweets and namkeens for the past six
decades in India and abroad. It made its modest start in the beginning 1941 in Bikaner in the State
of Rajas than. Today the company has diversified into snack food, sweets, syrups, biscuits and fast
food. It is the leader in the Namkeens segment with a 70% of that total share in the market.
Haldirams is a huge brand and has diversified its activities into various industries. The one
industry where it is the king right now is the namkeens industry. Hence the project mainly
focuses on studying Haldirams namkeen division, though other areas have been briefly
mentioned.
Haldirams offers a wide range of products to its customers. The product range includes
namkeens, sweets sharbats, bakery items, dairy products, chips, pappad and ice creams. However
namkeens remain the main area of focus for the group as it contributes close to 60% of its total
revenues. By specializing in the manufacturing in the namkeen market the company has created a
niche market. The raw materials used to prepare namkeens are of best of quality and are sourced
from all over India.
The food industry in India is forever changing to suit their consumers palate,
preference and pocket. All the players in the industry thus, have to constantly adapt to the everchanging trends and invent and re-invent themselves to stay in the league.
Haldirams competes on the basis of numerous factors including brand recognition due to
distinct packaging, product quality, traditional taste and authentic Indian flavour.

17

3.2 COMPANY PROFILE

Name

Haldiram Foods International Ltd

Company Logo

Address
City

880, Haldiram House, Bhandara Road

Nagpur

State/Province

MS

Zip/Postal Code

440008

Country

India

Phone

00917122681191

Fax

00917122680218

Website

http://www.haldirams.com/

Products

- Asian Foods
- Candy & Confectionery
- Processed Food
- Snacks
18

Awards

Haldirams bagged the prestigious INTERNATIONAL AWARD FOR FOOD &

BEVERAGES awarded by Trade Leaders Club in Barcelona, Spain in 1994.

The Group has also to its credit KASHALKAR MEMORAIL AWARD

presented by All India Food Preservers Association (Regd.) in 1996 at its
Golden Jubilee Celebration for manufacturing the best quality food products.

BRAND EQUITY AWARD 1998 was awarded by Progress Harmony

Development Chamber of Commerce & Industry in recognition of creating successful
Indian Brand HALDIRAM.

APEDA EXPORT AWARD 2001-2002, awarded by Agricultural & Processed

Food Products Export Development Authority for the outstanding contribution to the
promotion of Agricultural & Processed Food Products during the year 2001-2002.

MERA DELHI AWARD 2004 for the exemplary contribution in the field of export.

Certifications
Haldirams has the following quality certifications:

ISO 9002

HAC CP

19

MARKETING MIX

20

Product

Haldirams offers a wide range of products to its customers. The product range includes
namkeens, sweets, sharbats, bakery items, dairy products, chips, pappad and ice creams. However
namkeens remain the main area of focus for the group as it contributes close to 60% of its
total revenues. By specializing in the manufacturing in the namkeen market the company has
created a niche market. The raw materials used to prepare namkeens are of best of quality and are
sourced from all over India.
Haldirams customizes its products to suit the tastes and preferences of customers from
different parts of India. It launched products, which catered to the tastes of people belonging to
specific regions. For example it launched Murukkus a south Indian Snack and Chennai Mixture
for south Indian customers. Similarly Haldirams launched bhelpuri keeping in mind
customers residing in western India. The company offered certain products such as
Nazarana, Panchratan and Premium only during the festival season in gift packs. These
measures have helped Haldirams compete effectively in a market that is flooded with a variety
of snack items in different shapes, sizes & flavors. It has also recently launched biscuits &
cookies.

21

The list of Haldirams products

NAMKEENS
All in One
Badam Lachha
Chat Patta
Khatta Mitha
Moong Dal
Nimki
Tok Jhal Misti

Aloo Bhujia
Bhujia
Kaju Dalmoth
Makai Mixture
Murukku
Raita Boondi

Badam Dalmoth
Chana Chips
Khasta
Mini Samosa
Navratan
Supreme Mix

SWEETS
RASGULLA

JAMPHAL

CHAM CHAM

KESAR RASBHARI

KALAM PETHA

KESAR GENDARI

RAJ BHOG

DRY PETHA

KARACHI HALWA

SOAN PAPDI

SOAN CAKE

MOTI CHOOR LADOO

PLAIN BARFI

DHODA BURFI

MOONG DAL BARFI

BESAN LADOO

ANJEER BARFI

LACHHA

KARJU BARFI

ATTA LADOO

MIX SWEET

ROSE SYRUP

KHUS SYRUP

ORANGE CRUSH

PINEAPPLE CRUSH

MANGO PANNA

LEMON CRUSH

KALA KHATTA

BADAM KESARIA

THANDAI KESARIA

SYRUPS

22

COOKIES
JEERA COOKIES

ATTA COOKIES

AJWAIN COOKIES

COCONUT COOKIES

BUTTER BADAM COOKIES

KAJU PISTA COOKIES

READY TO EAT FOOD

BHEL ON MOVE

BHEL PURI

PANIPURI

BOMBAY CHANA

CHANA DAL

CHANA JOR GARAM

KABULI CHANA

MASALA MOONG DAL

MOONG DAL

AJWAIN PARATHA

ALOO KULCHA

ALOO PARATHA

PANEER PARATHA

GOBHI PARATHA

BHINDI MASALA

DAL MAKHANI

PUNJABI CHOLEY

ALOO TIKKI

DAL KACHORI

MUTTER KACHORI

PANEER PAKODA

PANNER TIKKA

PUNJABI SAMOSA

MALAI KOFTA

ALOO MASALA

CHIPS CLASSIC SALTED

CHIPS MAST MASALA

CHIPS TANGY TOMATO

CHIPS PUDINA TREAT

TAKA TAK

BOLETOS

SNACLITE TWIRLS

PANGA CRISPY TOMATO

PANGA TEEKHA MASALA

WHOOPIES STICK

WHOOPIES CHASKA

WHOOPIES BALLS

WHOOPIES MASALA

WHOOPIES TICKLERS

CRACKERS

FROZEN FOODS

WAFERS

23

SNACLITE FRIES

CHIPS CREAM & ONION

SNACLITE SPICED

GIFTS PACKS
NAMKEEN NARZANA
THODA SA MEETHA
THODA SA NAMKEEN

SWEET SPICY
MEETHE MEETHE PAL

MEETHA CHATPATA
DOUBLE MAZAA

CHOCOLATE & COOKIES

ROYAL TEMPTATION

SHAHI ANDAZ

NUTS
NUT CRACKER

PEANUT SALTED

CONDIMENTS
JAVITRI PAPAD

Medium Masala Papad

Punjabi Masala Papad

Sada Papad

NAMKEENS
Savouries or namkeens, as they are known, is where the Haldirams story began. Savoury snacks
have been a part of Indian food habit since ages. They are normally consumed at teatime. The
variety is almost mind-boggling with specialties from all regions, which have gained national
acceptance.

24

It's when the spices, salt and entire gamut of ingredients combine together, the Indian Namkeens
comes into existence. In the recent times the Indian snacks platter has expanded more than just
Samosas and Chaats. The various products offered by Haldirams under this category are a close
encounter with the spices of India.
The elaborate range of Haldirams Namkeens ensures we satisfy every taste palate. From regular
Bhujias to exotic Mixtures there are more than 20 varieties to choose from. Haldirams Namkeens
have a dedicated shelf and range of Gujarati and South Indian Namkeens which are very ethnic
snacks from West and South India.
The company has a team of experienced Bikaneri namkeen makers who employ techniques that
have remained unchanged for over two hundred years. They use the most high quality and
original ingredients. So much so, that even the spices are grinded in special spice grinders to give
that original Bikaneri flavour which no one else can deliver. Small wonder then that, they have
managed to capture a lions share of the market. And todayHaldirams is a name synonymous
with authenticity in namkeens.

SWEETS
Can an Indian sumptuous meal be complete without a sweet dish? Be it a marriage or a small
celebration at home, the function is incomplete without treating the sweet tooth.
Sweets, which is must for some, an indulgence for others; and for Haldirams another area to
establish its superior quality. Haldiram's sweets have found their way into millions of households
and left behind an after taste of great satisfaction, which is not surprising because all the sweets
here are made traditionally, by expert cooks using the freshest and purest ingredients each day.
After which they are tested for quality and taste. Haldirams sweets are known for their range
too. Delicious sweets like Rasgullas, Jamphal (Gulab Jamuns), Raj Bhog, Nargisi Rolls, are hot
favourites among people in India and across the world.
The fact that Haldirams sweets are packaged and tinned in mechanized plants, which gives them
a long shelf life of about 12 months, is also of great significance.

25

SYRUPS
Imagine a hot summer day and a tall glass of chilled orange crush to cool you down. All through
summer and autumn, Indian love having a refreshing glass of sherbet. Sherbets are magical
extracts from India exotica: green mango, the fragrant khus, rose petals or just that everyday
lemonade nimbu pani. And then there is the Thandai: a typical Indian cooling drink usually
made of a variety of exotic spices and seeds. At Haldirams, they have bottled these sherbet
concentrates and have successfully sold all over the world for over 10 years now. Exports of their
syrups have increased by 20% since 2003 touching 18,000 bottles in 2005.
And Haldiram's range of crushes and sherbets are another fine example of its plan to diversify and
be present in every sphere of the food market.

READY TO EAT FOODS

As a food company with chain of popular eateries in the city they know what pleases the Indian
palate. And that is what makes ready to eats so popular. A basic Indian meal usually consists of
rice and helping of lentils and vegetables. Their complete meal range offers plain or lightly
garnished rice with hearty and immensely popular dishes such as Rajma, Dal Tadka, Mutter
Paneer, and Kadhi Pakoda. All one has to do is heat a pack and have a complete meal that lacs
neither in taste nor nutrition. The range of Haldirams Ready to Eat will help you serve the
famous Indian dishes within few minutes still retaining the taste which one would always long
for.

WAFERS
India moves at the speed of a million opinions a minute. And everywhere accompanying this
great vivacity is a range of food that defies categories. They exist simply as chips, nuts, crispies
and munchies. No one is averse to a packet of chips, not Indians in any case with their tradition
of munching. Today even small shops stock and sell major brands very successfully. They have
more than kept up with the times. 5 Varieties of Potato chips and newly introduced Boletos the
netted spicy potato chips are giving their peers tough competition in India already.

26

The non-serious food is now a serious business in India. Children in India are the best examples
of what India is reaching for. Every global player worth its pack is wooing Indian children. They
at Haldirams have successfully launched brands like Takatak and Whoopies, which woe their
young customers with different shaped products to keep up with changing times and palates.

GIFT PACKS
At Haldirams for years they have combined their most popular products in attractive gift packs.
These are convenient, ready to gift, durable packs, a perfect choice to gift in person or send by
mail for all festive occasions and whenever you feel like celebrating. Every year these packs are
designed a fresh so that you do not have to warp it before gifting.

NUTS
The peanuts, cashews and almonds are especially popular with adult population in India. They
are favorite accompaniment to drinks and turn up regularly on signature platters at all the popular
watering holes. The export turnover of Nut Cracker alone has increased by 147% since its
introduction, touching 39 tons in 2005. Their premium category brand, Royal Temptations
(roasted and spiced cashews and almonds) sell like hot cakes during the festival seasons in India
and are much sought after gift items at their retail outlets.

CONDIMENTS
A papad or poppadum in an extra in Indian meal yet it is indispensable. The preparation of Papad
calls for a delicate balance between the ingredients, and skills on part of craftsmen who is mixing
them. At Haldirams they have packed all the mandatory extras so that they can travel several
thousand miles to satiate this great Indian longing. Across the USA, Europe and the Middle East,
people reach out for these packs in great numbers.

27

Haldirams offered a wide range of products to its customers

+Namkeens
+Sweets
+Sharbat
+Bakery items
+Dairy products
+Papad
+Ice creams
+others
However, namkeens remain the main focus area for the group contributing close to 60%
to its total revenue.
Haldirams sought to customize its product to suit the taste and preference of customers
from different of India. It launched the products, which catered to the taste of people
belonging to specific region. For examples, it launches MURUKKUS, a South Indian
snack, and Chennai Mixture for south Indian customers.

28

PRODUCT PROTFOLIO OF HALDIRAMS

29

70

60

50

40

30

20

10

0
NAMKEENS

SWEETS AND SHARBATS

PRICE
30

OTHERS

Haldirams offers its products at competitive prices in order to penetrate the huge unorganized
market of namkeens and sweets.

The company pricing strategy has taken into consideration the price conscious nature of
consumers in India. Haldirams has launched namkeens in small packets of 30 grams,
priced as low as Rs. 5. The company also launched namkeens in 5 different packs with
prices varying according to their weights

The prices also vary on the basis of the type of namkeens and the raw
materials used to manufacture it. The cost of metalized packing also has an impact on
the price, especially in the case of snack foods.

The company revises the prices of its products upwards only when there is a steep
increase in the raw material costs or if additional taxes are imposed

PRICE RANGE OF NAMKEENS OFFERED BY

HALDIRAM,S
PACK WEIGHT
PRICE (in Rs.)
30 gms

85 gms

10

180 gms 250 gms

18 35

400 gms 500 gms

40 70

1 kg

95 - 200

PLACE
31

The Haldirams products are distributed all over the country and outside country also. Haldirams
is successfully exporting its products to USA, UK, Australia, Middle East& Far East Countries,
Germany, Philippines, New Zealand, Nepal, Sri Lanka, UAE, France, Spain, Italy, Holland,
Japan, etc., Haldirams is an ISO and HACCP Certified Company and is approved by FDA, USA.

Haldirams has developed a strong distribution network to ensure the widest possible
reach for its products in India as well as overseas. From the manufacturing
unit, the companys finished goods are passed on to the carrying & forward (C&F) agent.
C&F agents passes on the products to distributors, who ship them to retail outlets. While
the Delhi unit of Haldirams has 25 C&F agents and700 distributors in India, the Nagpur
unit has 25 C&F agents and 375 distributors. Haldirams also has 35 sole distributors in
the international market. The Delhi and Nagpur units together cater to 0.6 million retail
outlets in India.

C&F agents receive a commission of around 5% while distributors earn margins

ranging from 8% to 10%. The retail outlets earn margins from 14% to30%. At retail outlet
level, margins vary according to the weight of packs sold. Retailers earn more margins
ranging from 25% to 30% by selling 30gms pouches (priced at Rs.5) compared to the
packs of higher weights.

Apart from the exclusive showrooms owned by Haldirams, the company offers its
products through retail outlets such as supermarkets, sweet shops, provision stores,
bakeries and ice cream parlors. The products are also available in public places such as
railway stations and bus stations that account for a sizeable amount of its sales.

Haldirams products enjoy phenomenal goodwill and stockiest compete with each other
to stock its products. Moreover sweet shops and bakeries stock Haldirams
products despite the fact that the companys products compete with their own products.

32

HozmagldnirC&FDbtusRe
A. Distribution Channel Structure

OUTSIDE DELHI

33

HOzmagl'dsinrDubtReCo
WITHIN DELHI

34

B. Functions Performed by the Channel Member

The main functions of different channel members are to supply goods, to

achieve targets and to increase sales.
One of the main functions of C&F agents is to achieve the targets assigned to them. They
are responsible for all the activities of their areas.
Maximum sale of the Haldirams products comes from the Nankeens and
other packed products which is nearly Rs.250 crore yearly.
The sale of other goods including the sales of its entire outlet is around Rs.150 crore.

C. Selection of Channel members

Channels members are selected if the following facilities are available:

Warehouse Facilities
Experience sale persons
Van, truck, three-wheelers for transportation
Registered office
Proper computer facility for maintaining accounts
Financially strong

D. Order processing

35

Sales persons of C&F agents and distributors go to the retailers of their areas and bring
the order daily. After that they give order in the Corporate Office of Haldirams in
Mathura road to the general manager. From corporate office general manager gives order

in the factory. (Nodia/Gurgaon/Mathura Road)

As the order is ready to deliver and on confirming from the corporate office, the goods

are delivered in the trucks

Orders within Delhi and the places near Delhi (like Meerut) are delivered within 24

hours.
Orders outside Delhi are delivered according to the distance. It takes from 24 hours to 72

hours.
Every distributor and C&F agent has a fixed day in a week to give an order
Haldirams has its own warehouse, which is managed by its own staff

E. Physical movement of the goods

The order of Haldirams is delivered by truck. Haldirams pays the expenses for
transportation of the goods.

Promotion

36

Haldirams product promotion had been low key until competition intensified in the snack foods
market. The company tied with Profile Advertising for promoting its products. Attractive
posters, brochures and mailers are designed to enhance the visibility of the Haldirams brand.

Different varieties of posters are designed to appeal to the masses. The punch line for
Haldirams products was Always in good taste. Advertising depicting the entire range of
Haldirams sweets and namkeens were published in the print media (magazines and
newspapers). These advertisements had captions such as millions of tongues cant go

wrong, what are you waiting for, Diwali?? and Keeping your taste buds on their toes.
To increase the visibility of the Haldirams brand, the company has placed its hoardings
in high traffic areas such as train stations and bus stations. Posters are designed for

display on public transport vehicles such as buses and hoardings.

Captions are developed that focus on individual products such as yeh corn hai (this is
corn), chota samosa big mazaa (small samosa- big entertainment) yeh kashmiri mix

khoob jamega and oozing with taste (for Rasgoolas) promoted individual products.
Special brochures are designed for those customers who want to know more about
Haldirams products. The brochures describe the products and give information about the
ingredients used to make those products. Mailers are also sent to loyal customers and

important corporate clients as a token of appreciation for their patronage.

Packaging is an important aspect of Haldirams product promotion. Since namkeens are
impulse purchase items, attractive packaging in different colors influences purchases.
Haldirams uses the latest technology (food items were packed in nitrogen filled pouches)
to increase the shelf life of its products. While the normal shelf life of a similar product is
under a week, the shelf life Haldirams product is about six months. The company

projects the shelf life of its products as its unique selling proposition.
Posters highlighting the shelf life of its products carried the caption six months on the

shelf and six seconds in your mouth.

During festival season, Haldirams products are sold in attractive looking special gift

packs.
The showrooms and retail outlets of Haldirams give importance to the point of purchase
(POP) displays. Haldirams snacks are displayed on special racks, usually outside retail
outlets. The showroom has sign boards displaying mouthwatering delicacies with
captions such as Chinese Delight, Simply South, The king of all chats. Posters
37

containing a brief account of the history of Haldirams along with pictures of its products

are also displayed at these showrooms.

Haldirams has also diversified into the restaurant business to cash on its brand image.
The company has established 6 restaurants overall in India. The restaurant at Nagpur
devised an innovative strategy to increase its business. It facilitated people who were
traveling by train to order food from places where stockists of Haldirams, Nagpur unit
were located. The customer could order for lunch/dinner by sending a demand draft or a
cheque to the Nagpur unit or giving the same to specified local distributors belonging to
the Nagpur unit. Along with the DD/Cheque, customers had to provide information such
as the same name of the train, its likely time of arrival at Nagpur, their names and coach

and seat numbers.

Haldirams restaurants in Delhi also use innovative ways to attract customers. The

restaurants located at Mathura and Lajpat Nagar has special play area for children.
To cater to NRIs and foreign tourists, who hesitate to consume snack foods sold by the
roadside vendors since they do not prepare the foods in a hygienic manner, Haldirams
restaurant uses specially purified water to make snack foods including pani puri &
chat paapri.

These promotional strategies have helped Haldirams to compete effectively with the local
restaurant chains such as Nathus, Bikanerwala and Aggarwals and with western fast food chains
such as Mc Donalds and Pizza Hut.

Advertising Strategy
Haldirams advertisements have traditionally been copy heavy for various reasons and do not
have any face, known or otherwise, attached to them. They are graphic heavy as well with
extremely vibrant use of colour. Its advertisements earlier had a mature approach with the base
line Always in good taste, but of late due to a shift in target audience the base line of the
38

advertisements too has been changed to Every zuban pe. This year, an otherwise conservative
company, it has upped ad budgets by more than 60% to Rs 1 crore - still a far cry though from
Lays which spends over Rs 30 crore annually. But these ads were for what it calls its `new
generation products' - chips, funchees, masala balls and Taka-tak.
a) Visual (Typography, Layout)
Haldirams typography contains a very stylized and sophisticated font style, which conveys the
image and the personality of the brand.
The layout is picture heavy with extensive use of colour so as to make the advertisement
attractive and tempting, which is true of any food advertisement.
b) Verbal (Copy Style)
Initial advertising of the brand contained long copy but this phenomenon has recently changed as
the company is now going in for a very precise and clear form of communication in an informal
manner.
c) Attitudinal
Haldirams advertisements are not attitudinal in nature but are rather formal and mature. This
trend is steadily converting into a more informal, relaxed and hinglish style.

CHAPTER - 4
THE BRAND

39

Introduction
The food industry in India is forever changing to suit their consumers palate, preference
and pocket. All the players in the industry thus, have to constantly adapt to the everchanging trends and invent and re-invent themselves to stay in the league.
Haldirams competes on the basis of numerous factors including brand recognition due to
distinct packaging, product quality, traditional taste and authentic Indian flavour. The
companys timely introduction of new products and line extension has played a major
part in the buying behavior of consumers as well.
A word of caution for the company though is that it should concentrate on its branding
activities, which will be its saving grace in the future. As the competition toughens the
only thing to see a company through would be its ability to adapt to change, share of
space and share of voice in the market.

4.1 Eleven Brand Definitions

40

Ha
ld i
ra
m'
s

B ra
nd
B ra E q
n d u it y
P ro
B r ap e r t
nd y
M ne
mB or a n
n icd
P o s it i
B ra
o n in
nd
B ra n
g
Posi
d
t io n
Pe rs
o n a li
ty
a) Product

41

B ra
nd
Cha
ra te
r

Pr
o
d
u B
ct r
a
Bn r
adn
d
B ra n
Na
d
m
C o re
e
V a lu
e

Haldirams products are traditional high quality Indian sweets, namkeens and snack food items at
a premium yet affordable price. They were the first in India to use state of- the-art technology for
manufacturing traditional Indian snack items thus setting quality standards and improving the
shelf life of the products as well.
b) Brand
When it comes to sweets, namkeens and snack food items, Haldirams is a name trusted across
the Indian sub-continent. It is a name associated with high quality and traditional taste.
c) Brand Name
The brand name Haldirams came from the owners forefathers and one thing is clear, the name
has been chosen on a purely personal basis. What was chosen as a name for the company
decades ago has today revolutionized the way we look at the ethnic snack food industry.
d) Brand Core Values
Haldirams brand core values are quality, taste, variety, traditional and very Indian.
e) Brand Character
The brand character of Haldirams that distinguishes it from its main competitor
FRITO LAYS is its traditional Indian taste.
f) Brand Personality
It is not the brand alone but the manner in which the brand presents its characteristics.
Haldirams depicts the personality of a man, who is rooted in his tradition out of choice and not
compulsion. He is very Indian in his tastes, choices and behavior and puts a high premium on
quality as well.

g) Brand Position
This refers to the consumers placement of a company vis--vis its competitors.
42

Haldirams has also been rated as the second fastest growing FMCG Company in India, has 70%
of the total market share in the namkeens category and is posing to be the biggest threat to the
multinational giant FRITO LAYS in the snack food market. As far as the sweets and namkeens
are concerned it is the undisputed leader in the organized sector.
Its position in terms of pricing is premium yet affordable. It enjoys top of the mind recall and
awareness in its target audience but this could very easily be subverted if the company does not
bring into place strong branding strategies immediately.
h) Brand Positioning
Haldirams has uniquely positioned its brand. It has positioned itself as a premium segment
product available to all those who can afford it. It is in not perceived to be cheap but does offer
good value for money giving high priority to quality and taste standardization throughout its
outlets, which are suitably located in posh areas of the city. Initially the brand catered only to the
35+ category with its positioning statement Always in good taste but lately the company has
started to target kids and teenagers as well with a hinglish baseline Every zuban pe.
Haldirams has also gained an edge over its competitors by minimizing promotion costs.
Haldirams once was just another sweet maker but it had moved into trained brands by improving
the product quality and packaging. Through its clever products & brilliant distribution it has
moved into the star category of brands.
i) Mnemonic
Whenever one things of a brand, the first thing that comes to the mind that reminds us of just the
brand and not the features attached to it is considered as the mnemonic for that brand. In
Haldirams case it is not available as yet but is under consideration. For the time being the logo
itself could be taken as the mnemonic for the brand.

j) Brand Property

43

It is the memory device, which not only reminds the consumers of the brand name but also its
core values. In case of Haldirams the brand property would be its red and white stylized logo
and its base line Every zuban pe which is reminiscent of the fact that the brand is an
established one with top of the mind recall.
k) Brand Equity
In case of Haldirams the brand equity is its 70% holding of the entire market for namkeens, its
undisputed leadership in the sweets category and also top of the mind recall amongst the target
audiences vis--vis the competitors in the sweets and namkeen market achieved through decades
of quality and taste control measures. The taste that Haldirams provides through its products is
very Indian and yet it maintains international quality standards.

4.2 COMPETITION ANALYSIS

44

Introduction
To retain and expand its market share for higher profitability a company must understand its
competitive environment. It must know its competitors, their strategies, the strengths and their
weaknesses.
The major objectives of this comparison are to:

Analyze Haldirams competition (in Namkeens Segment) from an industry and marketing

point of view
Analyze the intrinsic long run profit attractiveness through Porters 5 force model
Formulation of competitive strategies
Study the designing of competitive strategies

Competitors of Haldirams (in Namkeen Segment)

The following are the major competitors of Haldirams:

Frito Lays
Bikano
MTR
Unorganized Sector

However the comparison is restricted to Frito Lays, as this is the closest competitor of
Haldirams.

Levels of Competition
45

This analysis covers all four levels of competition for Haldirams: Brand, Industry, Form
and Generic.

Table 6.1: Levels of Competition

Brand

Bikano, Frito Lays, MTR, Lehar, Unorganized

Sector

Industry

Form

Differentiated Oligopoly

Traditional snacks like Samosa, Kachori, etc.,

Burgers, Pizzas, Salty Biscuits, Bakery Items

Generic

Any product competing for the same of amount

consumer dollars

A. Brand Competition
Brand Competition includes other companies offering similar products and services to the same
customers at similar prices. Here, the brand competition would be all the companies selling
46

Namkeens along the same lines as Haldirams. Because of this brands like Bikano, Frito Lays,
etc and the unorganized sector are considered as brand competitors.
B. Industry Competition:
The namkeens industry is essentially made up of a few players producing the same product
partially differentiated along the lines of quality, styling and services. This means that the
namkeens industry follows the pattern of Differentiated Oligopoly.
C. Form Competition:
Form competition essentially means that competitors who produce products that supply the same
service. In case of Haldirams Namkeens, it faces stiff competition from traditional snacks like
samosas, kachoris etc. and others like salty biscuits, pizzas, burger and bakery items as people
tend to substitute namkeens very easily with these products.
D. Generic competition
Generic competition essentially includes those companies competing for the same amount
consumer money. In case of Haldirams, it includes all edible products in the same price range.

47

COMPARISON BETWEEN HALDIRAMS & BIKANERVALA

HALDIRAMS

BIKANERVALA

1. Haldirams has a total of 18 outlets in Delhi

1. Bikanervala is having only 13

& NCR which makes it acquire a large

outlets in Delhi & NCR which is

market share.

lesser then that of Haldiram.

2. Haldirams is a major exporter of namkeens

and snacks to countries outside India.

2. In terms of export Bikanervala is

lagging far behind Haldirams.

3. Haldirams product range is very wide.

3. Bikanervalas product range is

less as compared to Haldirams.

4. Haldirams maintain a strong quality check

4. Bikanervala does not conduct

system to keep a constant check on its

many quality checks for its

products quality and their freshness.

products. Their quality tests are

mainly for pesticides and
microorganisms.

5. Haldirams product prices are higher then

that of Bikanervala.

5. Prices of products of Bikanervala

are comparatively lesser.

6. Haldirams do the promotion and

6. Bikanervala does not spend too

advertising of its products on a regular

much on promotional activities.

basis.

48

Market leader strategies adopted by Haldirams

a) Increasing the total market share
Being a market leader, one of Haldirams strategies has been to solicit new users for their
products. They have done this by targeting the NRIs living abroad and exporting their namkeens
there. This in turn has also helped create awareness about their product among the non-NRIs
abroad. Its foray into the foreign markets has been carefully strategised as in the customization of
its products. Apart from this, they have also penetrated the rural markets quiet effectively by
bringing out their products in small, affordable packets. All these new markets have helped
consolidate Haldirams position as a market leader.

b) Defending Market Share:

To protect its position as market leader, Haldirams makes use of two defense strategies: Position
Defense and Mobile Defense.

1) Position Defense
Haldirams has built for itself quite a superior brand image, making it extremely difficult
for its competitors to break this image. Thus the competitors have to put in extra efforts to create
a brand much more superior than Haldirams.

2) Mobile Defense
This involves the leader stretching its domain over new territories that can serve as future
centers for defense and offense. Under this defense, Haldirams follows the Market Broadening
mobile defense. The recent establishment of their
Nagpur plant shows that they are now concentrating on the Southern region. Also their foray into
the international market and their deeper penetration into the rural market coupled with the
introduction of their new product range like syrups, pickles, etc.

49

3) Counter offensive Defense:

When Haldirams had started its business there were very few other players in the market.
That brought in complacency in Haldirams as far as advertising of its products was concerned.
The popularity of Haldirams has till date spread through the word of mouth. Now with new
competitors coming in and advertising their products aggressively Haldirams has realized the
need to advertise its own products and has lately forayed into TV advertisement. Thus
Haldirams has followed counter offensive defense as in it has responded to the competitors
attack.

c) Expanding Market Share

1) Haldirams
Over the years, Haldirams has been diversifying its product line and entering newer markets.
This has resulted in considerably expanding the market share of
Haldirams, thus also substantially increasing their products.

2) Frito Lays
With regard to the namkeens segment, Frito Lays is a relatively new player when compared to
Haldirams. This shows that Lays still has to go a long way if it wants to be the market leader.
Haldirams has a very strong brand loyalty. Hence the strategy currently being adopted by Lays
is that of a Market Challenger.

Share of Market, Mind and Heart

50

Haldirams has got the biggest share of mind market because generally it is the first name that
comes to the mind of the consumers when namkeens are mentioned. This is re-iterated by the fact
that in the consumer behavior survey, 91% of the respondents actually consumed Haldirams as
compared to the other brands. Thus the market share of Haldirams coincides with the mind share
mainly because of the high level of market penetration and the word of mouth publicity that the
brand enjoys. Haldirams has become a household name today because of the variety of products
it offers, the taste and the good quality of the products, innovative and packaging has also helped
in building the brand image. Haldirams has also got the biggest share of heart because most of
the people prefer consuming Haldirams products. A large share of heart predicts a high market
share in the future. Thus Haldirams enjoys a good share of heart and mind along with the
biggest market share. This would help Haldirams in retaining its share in the market in the
future.

SWOT ANALYSIS
Introduction
A. Strengths
51

Haldirams has a large product basket for the customers to choose from. One of the
biggest reasons for their namkeen segment succeeding is the continuous updating of their

product range.
Their brand is associated with tradition and quality.
Their products are known among the most hygienic products available in this segment.
Their packaging is attractive and innovative which makes for easy discernment of their

products on the shelves, is safe and keeps contents fresh for long.
Their production processes are semi-automated and by using state of the art technology
they have been able to increase the shelf life of their products from one week to six

months.
They are the undisputed market leaders in the namkeen segment.
Haldirams has been able to build its brand today on the basis of word of mouth publicity,

which has actually taken a lot of people by surprise.

Approval by FDA-HACCP, ISO 9002 and SPA stand testimony to the emphasis that

Haldirams lays on the high quality for its products.

Haldirams is aggressively trying to capture the international markets by customizing its

products and packaging according to foreign tastes.

Though a large percentage of their consumers are middle-aged customers who are fond of

namkeens, yet they are successfully catering to all age groups and sections of society.
By launching small packets of their diverse namkeen products, they have successfully

penetrated the rural markets.

Online selling of their products through indiatimes.com

B. Weaknesses

Haldirams doesnt lay emphasis on the need to carry out market surveys either to know

the consumer needs or their feedback.

Haldirams started advertising its products too late, as it is not a firm believer in big
marketing budgets and lavish promos because of which they might have lost the initial

advantage.
The Company has no policies on Corporate Social Responsibility and environmental
norms, which may affect their Goodwill in the long run.
52

The Haldirams group consists of three concerns that are independent of each other and
also there is a lack of collaboration between the three concerns, which affects the

reputation of the company and is a hindrance in its growth.

The company is not as cash rich as its competitors, which gives its competitors an edge.
Company portfolio does not include western snack foods.

C. Opportunities

Though till now, Haldiram's presence in the western snack foods segment is restricted to
potato chips. It has plans to market convenience food products in the ready-to-eat format,

such as paneer, pulao, dal and vegetables.

If the company starts associating itself with other brands, it will help strengthen the brand

image and bring in larger profits.

Haldirams doesnt have any special namkeen for the kids and teenagers segment, which

is a huge potential target market.

Diversifying the namkeen product line further through constant innovation.
Greater scope to increase market share and profits as they have just started advertising.

Opportunity to go into radio advertising leading to greater rural penetration.

To cut into the unbranded sector by reducing prices to capture value conscious customers.

D. Threats

A large number of competitors have started entering this segment which might erode the
market share of Haldirams. For example companies like Frito Lays, ITC, etc, which is
cash rich companies, can actually undercut Haldirams profits as they can afford to

reduce their prices.

As there are three concerns under the Haldirams group, the quality standards differ
substantially and any irresponsibility on the part of any one concern will have a negative
impact on all the three as they share the same brand name.

53

Competitors such as MTR, Tasty Bites and ITC have already entered the western snack
food market and taken the initial advantage whereas except for potato chips, Haldirams

is still considering entering this segment.

If Haldirams doesnt realize the importance of aggressive advertising, its competitors

will cut into its market share as they do advertise on a large scale.
Competition from local restaurants cum sweet shops.
High market presence and share of the unorganized sector.

SWOT Matrix 1

STRENGTHS

54

WEAKNESSES

OPPORTUNITIES

Existing customer base

Opportunity to spread

largely middle-aged

the brand name and

people, with an

increase market share

opportunity to tap kids

through aggressive

and teenager segment

advertising, which they

using their brand name.

Ability to use superior

havent yet resorted to

By integrating all the

technology, brand name

three concerns under the

and packaging

group, Haldirams can

techniques to cut into

eliminate brand

the unbranded sector.

fragmentation and
increase its profits.

THREATS

Overcoming

Conflict between

competition by utilizing

concerns resulting in

their wide variety of

cutting into each others

products.

market share.
Lack of transparency in

the organization, which

may cause difficulty in
raising funds for further

expansion.
Lack of Corporate
Social Responsibility
(CSR), which may affect
the Goodwill of the
organization.

SWOT Matrix 2
STRENGTHS

WEAKNESSES
55

1. Variety

1.Market Surveys

2. Brand Image

2.Started advertising too late

3. Hygienic

3.No policies on CSR

4. Packaging

4.Lack of collaboration between the three

5. Technology

concerns

6. Market Leader

5.Not cash rich as its competitors

7. Word of mouth publicity

8. Quality
9. Exports
10.Wide consumer base
11.Rural penetration
12.Online selling

OPPORTUNITIES

THREATS

1.Western snack foods segment

1.Large number of competitors

2.Associating with other brands

2. Three concerns affecting each others

3.Kids and teenagers segment

image.

4.Diversifying further

3. Competitors have already entered the

5.Radio advertising

western snack foods market.

4. Lack of aggressive advertising.

56

CHAPTER 5
RECOMMENDATIONS &
CONCLUSIONS

5.1 RECOMMENDATIONS
Haldirams should aim at constructing a comprehensive media mix.
It could venture into corporate tie-ups at its various outlets.
57

 Set up mini outlets inside the multinational office complexes.

Cash in on the call center wave and have tie-ups with business process outsourcing
companies.
Undertake catering at get together, wedding and kitty parties for women who form
a chunk of its target audience.
Conduct road shows on various campuses nationwide.
Whatever tools and methods the company chooses to employ, interactive
communication should be given high priority.

5.2 CONCLUSION

58

The market is clogged with dominant players such as Frito-Lay India, PepsiCos snack
foods arm, which has almost brought in a snack-chip revolution in the country,
Haldirams and the Delhi-based snack-food-retailer Bikanerwala Foods Pvt Ltd etc. Even
the dairy major Mother Dairy has a presence in the category. With the entry of companies
such as ITC and HLL into this industry, it is getting tough for companies such as
Haldirams who till now have not paid serious attention to its branding activities.
Increased media exposure, ever increasing purchasing power of the target audience
coupled with their desire to spend more on eating out due to lifestyle changes will fuel
the demand for snack food items and only those companies which have a considerable
share of voice and space in the market will be able to survive. Haldirams has the
capability of meeting these demands and only requires a certain revision in its strategies
to be able to do so successfully, which it already has begun to consider.

BIBLIOGRAPHY
59

Test books
1. Kumar, Ramesh; Application Exercises in Management, Vikas Publishing House, 2004.
2. Varshney& Gupta; Marketing Management, Sultan Chand & Sons, 2005.
3. Kotler& Armstrong; Principles of Marketing Management, Prentice hall India, 2003

Websites
1.
2.
3.
4.
5.
6.
7.
8.

www.haldiram.com
en.wikipedia.org/wiki/Haldiram's
www.haldiramlimited.com
http://www.scribd.com/doc/29545307/Haldiram-Marketing-Mix
http://www.slideshare.net/kushavats/64273610-marketingstrategieshaldiram
http://www.haldiram.in/products.html
http://www.haldiram.in/hrworldwide.html
http://www.marketresearch.com/IS-Advisors-v3900/FMCG-Sector-India-StrategicReview-7429151/

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