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    Presented By: Pulkit, Manish, Anant, Vikas, Nishant

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    Manish Nasha
    Haldiram was founded in 1937 in India and has since grown to become a leading food company with 9 brands and manufacturing sites across 4 locations. It pioneered the branding of traditional Indian snacks (namkeens) and developed strong distribution networks across India and 20 other countries. Haldiram utilized competitive pricing and minimized promotion costs to gain an edge over competitors in the food industry.

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    Presented By: Pulkit, Manish, Anant, Vikas, Nishant

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    Manish Nasha
    165 views15 pages
    Haldiram was founded in 1937 in India and has since grown to become a leading food company with 9 brands and manufacturing sites across 4 locations. It pioneered the branding of traditional Indian snacks (namkeens) and developed strong distribution networks across India and 20 other countries. Haldiram utilized competitive pricing and minimized promotion costs to gain an edge over competitors in the food industry.

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    Haldiram

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    Haldiram was founded in 1937 in India and has since grown to become a leading food company with 9 brands and manufacturing sites across 4 locations. It pioneered the branding of traditional Indian snacks (namkeens) and developed strong distribution networks across India and 20 other countries. Haldiram utilized competitive pricing and minimized promotion costs to gain an edge over competitors in the food industry.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    165 views15 pages

    Presented By: Pulkit, Manish, Anant, Vikas, Nishant

    Uploaded by

    Manish Nasha
    Haldiram was founded in 1937 in India and has since grown to become a leading food company with 9 brands and manufacturing sites across 4 locations. It pioneered the branding of traditional Indian snacks (namkeens) and developed strong distribution networks across India and 20 other countries. Haldiram utilized competitive pricing and minimized promotion costs to gain an edge over competitors in the food industry.

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    Presented By: Pulkit, Manish, Anant, Vikas,

    Nishant
    INTRODUCTION
    Type Public Listed Company
    Founded 1937
    Founder Ganga Bishen Agarwal (Haldiram)
    Industry Food
    Headquarters Nagpur (M.H.)
    Area Served More than 20 countries
    Key People Prabhu Agarwal (Kolkata)
    Rajendra Agarwal (Nagpur)
    Total No. of Brands 9
    Total No. of manufacturing sites 4
    Combined Turnover(2001-02) Rs. 4 billion
    SUMMARY
     First company in India to brand “Namkeens”
     Packaging techniques increased shelf life of Namkeens.
     Started Manufacturing units in different part of India.
     The Product range included Namkeens, Sweets, Sharbats,
    Bakery items, Dairy products, Papad & Ice creams.
     Offered competitive prices to penetrate the huge unorganized
    market.
     Haldiram developed a strong distribution network.
     Haldiram’s Punch line “Always in good taste”.
     Haldiram gained an edge over its competitors by minimizing
    promotion cost.
     Haldiram earned recognition both in India & Abroad.
    SALIENT FEATURES
     Haldiram emerged as a household name starting from humble
    beginnings in 1937.
     Customer satisfaction was the key factor to expand their
    business.
     Variety of traditional Indian sweets and snacks for all age
    groups.
     First company to open a restaurant in New Delhi offering
    items such as”Pani Puri “ and “Chatpapri”.
     Faced competition from Domestic and International
    organisation such as SM Foods, Bakeman’s Industries Ltd.,
    Frito Lay India Ltd. and Britannia Industries Ltd.
     Haldiram witnessed an Informal Split between its three units.
    SALIENT FEATURES
     In 1941,the name’Haldiram’s Bhujiwala’ was used for the first time.
     In 1950,they expanded their business by establishing a small
    manufacturing unit for sweets and namkeens in Kolkata.
     In 1970 manufacturing unit was setup in Nagpur.
     In 1983 retail outlet was setup in New Delhi.
     Haldiram’s syrups and crushes were successfully launched in
    Indian market.
     Started manufacturing unit exclusively for namkeens in New Delhi.
     Maintained high quality standards at every stage of production
    process.
     Added bakery items, dairy products, sharbats and ice creams to its
    portfolio.
     Haldiram products reached millions across the world in countries
    like US, Canada, UK, UAE and others.
    MARKETING MIX
    PRODUCT
     Offered wide range of products such as namkeens,
    sharbats, bakery items, dairy products, however
    namkeens remained the main focus.

     Customized products to cater different tastes of people


    belonging to different parts of the country. E.g Murukkus
    & Bhelpuri.

     Manufactured products according to festivals in gift


    packs. E.g Nazarana, Panchratan and Premium.
    PRICE
     Haldiram offered competitive prices in order to penetrate
    the huge unorganized market of namkeens and sweets.

     They considered the price conscious nature of the


    consumer before pricing their product.

     Prices varied according to weight , type of namkeens and


    raw materials used.
    PLACE
     Haldiram developed strong distribution network to
    ensure widest possible reach for its products.
     Carrying & Forwarding (C&F) agents passed finished
    products from the manufacturing units to the distributors
    and retail outlets.
     New Delhi and Nagpur units had 25 C&F agents each
    and 700 and 375 distributors respectively.
     These outlets also sold internationally using 35 sole
    distributors.
     Apart from exclusive showrooms owned by Haldiram’s,
    they offered their products through supermarkets, sweet
    shops, provision stores and bakeries etc.
    PLACE
     The competition between stockists to stock Haldiram
    products enabled goodwill for the company.
     They tied up with Indiatimes.com to sell its products
    online.
     Online websites like giftstoindia.com, giftssmashhits.com,
    tohfatoindia.com enabled people residing abroad to send
    Haldiram’s gift packs to specified locations in India.
     There were also region specific websites like
    indiamart.com , mumbaiflowersgifts.com,
    chennaiflowersgifts.com,
    PROMOTION
     Haldiram tied up with ‘Profile Advertising for promoting
    its products.
     The Punch line for Haldiram’s products was, “Always in
    good taste.”
     To increase the visibillty of the Haldiram’s brand, the
    Company advertised using hoardings & Posters on public
    transport vehicles.
     Brochures were designed for people who wanted to know
    more about haldiram’s products focusing on individual
    products.
     To increase shelf life of products Haldiram’s used latest
    technology.
    PROMOTION
     ‘Six months on shelf and six seconds in your mouth’.
     Snacks were placed on special racks to encash brand
    image.
     They opened restaurant in Nagpur to facilitate people
    travelling by train.
     Also restaurant at Mathura station had a play area for
    children.
     Haldiram’s restaurant located in South Delhi used
    specially purified water to make snack foods including
    pani puri and chat papri.
    POSITIONING
     Haldiram’s gained an edge over its competitors by
    minimizing promotion costs.

     The Nagpur unit was conferred the International Food


    Award by Trofeo International Alimentation of
    Barcelona.

     The Delhi unit was awarded the Keshalkar Memorial


    Award by All India Food Preservers Association in mid
    1980’s.
    CHALLENGES
     Haldiram’s needed to develop new initiatives to achieve
    its growth.
     Stiff competition from Frito Lay India Ltd., SM Foods,
    Hindustan Lever Limited (HLL).
     Haldiram’s lagged behind in the area of customer service.
     Haldiram’s also had to deal with problems like spurious
    products.

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