Dissertation Project Report

(Project Semester V: 20 August – 31 December, 2024)

“A COMPREHENSIVE ANALYSIS ON
MARKETING STRATEGIES OF HALDIRAM’S ”

Submitted by:
Akshat Mittal
Student ID: 22BBAN162

Under the guidance of:

Faculty Dissertation Guide: Dr. Manish Sharma
Designation: Assistant Professor

Jaipur School of Business

JECRC UNIVERSITY, JAIPUR
20 August – 31 December, 2024

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 DECLARATION

I hereby declare that the work reported entitled “A Comprehensive

analysis on marketing strategies of haldiram’s ” is an authentic
record of my own work carried out at Jaipur as requirements for the
award of the degree of BBA, JECRC University, under the guidance of
Manish Sir, during August to December, 2024.

Signature of Student
Name: Akshat Mittal
Enrolment No.: 22BBAN162

Date:

Certified that the above statement made by the student is correct to the
best of our knowledge.

Dr. Manish Sharma, Assistant Professor

Faculty Dissertation Project Guide

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 PREFACE

Haldiram's, a renowned Indian sweets, snacks, and beverage company,

has been a household name for over 80 years. With its humble
beginnings in 1937, the company has grown exponentially, expanding
its product portfolio and geographical presence across India and
internationally. This project report aims to conduct a comprehensive
analysis of Haldiram's marketing strategies, exploring the factors
contributing to its success and identifying areas for improvement.

This report is based on secondary research, utilizing existing literature,

industry reports, and company publications.
The findings of this study will provide valuable insights into Haldiram's
marketing strategies, offering recommendations for future growth and
expansion. This report will be beneficial for marketing professionals,
researchers, and students interested in understanding the success
factors of a iconic Indian brand.

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 ACKNOWLEDGEMENT

At the outset, I take this opportunity to thank Dr. Renu Pareek, Dean of
School of Business, Dr. Ruchi Goyal, HOD of School of Business and
Dr. Ram Garg, Internship Coordinator from the bottom of my heart who
have been of immense help during moments of anxiety and torpidity
while the project was taking its crucial shape.

Secondly, I convey my deepest regards to Dr. Manish Sharma. His

motivating demeanour paved the course of my research and facilitated
in facile accomplishment of my goal. His dedication to his students and
commitment to fostering a rigorous academic environment not only
inspired me but also equipped me with the skills and motivation needed
to accomplish this work successfully.

Thirdly, the contribution made by my family and friends by foregoing

their precious time is unforgettable and highly solicited. Their valuable
advice and timely supervision paved the way for the successful
completion of this project.

Finally, I thank the Almighty who gave me the courage and stamina to
confront all hurdles during the making of this project. Words are not
sufficient to acknowledge the tremendous contributions of various
people involved in this project, as I know ‘Words Are Poor Comforters'.
I once again wholeheartedly and earnestly thank all the people who
were involved directly or indirectly during this project making which
helped me to come out with flying colours.

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 EXECUTIVE SUMMARY

Haldiram, the brand name that is always associated with quality

product and service. It took more than six decades to become the
leading manufacturer of Indian savory snacks.The savory snacks
industry has been immensely through all these years to form an industry
of about $425 millions. And the market potential for this industry is
estimated to be around $ 1 billion. The savory snacks market is divided
into organized sector and an unorganized sector.

Currently, about 45 % of the market is being served by the organizes

sector and the balance 55% is served by the unorganized sector.
Presently the company has 20% market share of the organized sector.
This project deals with analyses of various operations performed by
human resource personnel at Haldiram’s ltd.

It includes all the procedures and policies followed at this company

related to human resource operations. The various operations include:
Recruitment, job analysis, competency mapping, gap analysis, and skill
matrix. In recruitment I have analysed the process of recruitment
followed at Haldirams starting with job requirement, job analysis ,
searching the candidate through job portals, references or campus, then
interview and final selection. I have also studied the criteria to map the
competencies of various personnel and job as well .Then I studied how
to do measure and analyze the gap between what is desired and what
the actual performance is at the end .At last I was told how to prepare
the skill matrix for various positions and jobs.

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 TABLE OF CONTENTS

Chapter 1 Introduction 9
1.1 Overview 10
1.2 History 10
1.3 Marketing strategies 11
Chapter 2 Company profile 12
2.1 HaldiRam’s Corporate Success Story 13
2.2 Future: Leveraging Our Existing Equity 14
2.3 The vision 15
2.4 Global presence 15
2.5 Awards 16
2.6 Certificate 16
Chapter 3 Literature review 17
3.1 Review 18
Chapter 4 Research methodology 19
4.1 Methodology 20
4.2 Data source 20
4.3 Data collection 20
Chapter 5 Data analysis and interpretation 22
5.1 Marketing mix 23
5.2 Eleven Brand Definition 34
Chapter 6 Competion analysis 40
6.1 Intro 41
6.2 Levels of competition 41
6.3 Porter’s Five Forces Model 43
6.4 Porter’s Five Forces Model (for Namkeen segment) 44
6.5 Customer value analysis 45
6.6 Types of Competitive Strategies 46
Chapter 7 SWOT Analysis 49
7.1 Strengths 50
7.2 Weaknesses 51
7.3 Opportunity 51
7.4 Threats 52
7.5 SWOT Matrix 52
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 Chapter 8 Sales analysis 54
8.1 Namkeen’s 55
8.2 Chip’s 56
8.3 Different consequence that adds in sales volume 57
8.4 Consumer satisfaction 59
Chapter 9 Finding’s 61
9.1 Consumer Behaviour Analysis 62
9.2 Competition analysis 63
9.3 Suggestions 65
9.4 Limitations 66
Chapter 10 Conclusion 67
Chapter 11 Bibliography & References 69

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 LIST OF ILLUSTRATIONS

Illustrations Illustration Description Page

Type Number
Tables
Table 5.1 Product list of namkeen’s 24
Table 5.2 Product list of pickles and chips 24
Table 6.2 Levels of competition 41
Figures
Figure 5.1 Haldirams hinglish style logo 32
Figure 5.2 Eleven Brand Definition 34
Figure 7.5 SWOT Matrix 53
Charts
Chart 8.1 Sales of namkeen’s 55
Chart 8.2 Sales of chip’s 56
Chart 8.3.1 Various factors that helps to increase the sales 57
volume of products
Chart 8.3.2 Major factors 58
Chart 8.4 Surveys of consumers that are satisfied 59
with Haldiram’s products

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 CHAPTER 1
INTRODUCTION

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 INTRODUCTION

1.1 Overview
Haldiram’s Food International Limited is an Indian sweet and snacks
manufacturing giant, based in Nagpur, Maharashtra. It is the first company in
India to brand sweets and namkeens. Renowned for the quality maintenance and
hygienic fidelity of its products, it is recognized as a Star Export House, by the
Directorate General of Foreign Trade, a department working under the Ministry
of Commerce, Government of India. The 4-million dollar company exports its
products to many countries across the world, such as the United Kingdom, the
United States, United Arab Emirates, Australia and Japan amongst others. As part
of the plans presented in the 2014 Railway budget by the union railway minister
Mr.Sadanand Gowda, Haldiram’s started catering the Paschim Express, which
runs between Amritsar and Mumbai, from August 2014.

1.2 History
Haldirams is India's oldest and most trusted FMCG brand in business of exotic
and ethnic Indian food. Haldirams headquartered in NewDelhi is world's biggest
Indian Food Company with specialty delicacies being sold and served in over 60+
countries around the world.
HALDIRAM’S 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 Rajasthan.Today the company has
diversified into snack food, sweets, syrups, biscuits and fastfood. It is the leader
in the Namkeens segment with a 70% of that total share in the market.
Haldiram’s 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 Haldiram’s
namkeen. Haldiram’s offers a wide range of products to its customers. The
product range includes namkeens, sweets sharbat, bakery items, dairy
products,chips, papad 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.

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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 ever changing trends and invent and re-invent themselves to stay in
the league. Haldiram’s competes on the basis of numerous factors including brand
recognition due to distinct packaging, product quality, traditional taste and
authentic Indian flavour.

1.3 Marketing Strategies

Haldirams product promotion had been low key until competition intensified in
the snack foods market. Consequently, attractive posters, brochures and mailers
were designed to enhance the visibility of the Haldirams brand. Different varieties
of posters were designed to appeal to the masses.

The punch line for Haldirams products was, ‘Always in good

taste.’Advertisements 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 can’t 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 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.

Captions such as ‘yeh corn hain’ (this is corn), ‘chota samosa big mazaa’ (small
samosa) big entertainment, ‘yeh Kashmiri mix khoob jamega’ (this namkeen item
will gel well) and ‘oozing with taste’ (for Rasgoolas) promoted individual
products. For those customers who wanted to know more about Haldirams
products, special brochures were designed which described the products and gave
information about the ingredients used to make it. Mailers were also sent to loyal
customers and important corporate clients as a token of appreciation for their
patronag.

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 CHAPTER 2
COMPANY PROFILE

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2.1 HaldiRam’s Corporate Success Story – Dreams Blooming into
Reality

HaldiRam’s : The Company which is today synonymous with Indian snacks and
sweet food market started the first chapter of the saga, as a small sweet shop in
Bikaner, Rajasthan in 1935. By 1982, the company had set up its business in
Kolkata, Nagpur & the bustling Chandni Chowk in Delhi.
An important diversification was inroads into the restaurant business with
HaldiRam having 11 restaurants cum showrooms at premium locations of Delhi
& NCR with plan to open various outlets in Northern India.

Promoted by two 1st generation entrepreneurs Mr. M.L. Agarwal & Mr. M. S.
Agarwal and backed by Board of Directors ( Mr. Pankaj, Anand, Amit, Ashish &
Umesh Agarwal) and Management Team (Dr. A.K Tyagi (Pres), P.K. Agarwal
(Consultant) , Rahul Kathuria , VK Gupta, Mr. A.K. Tyagi) , today, the Vision
and Mission of the company is to have global presence as Food & beverage
company through
• Innovation
• Professionalization
• Expansion
• Strategic Approach
• and, Business Acquisition
Haldiram is on the way of its vision as today it is an ISO 9001 & HACCP certified
company and has presence all over India, 62 countries (UK, US , Germany,
Australia, UAE- to name a few) in world and top supermarkets of the world like
TESCO, SOMMERFIELD, SPINNEYS, CARREFOUR. The fact that today
HaldiRam exports 60 mn dollars goods and has registered 40% growth over last
5 years itself tells its success story.

Haldiram’s success saga is because of the pro-active thinking of making access

into the traditional, fresh homemade food and skillfully converting it into a
product line extension. With it they have busted the myth that Indian consumers

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will not pay extra for western concept of packaged food and that two of the Indian
Household kitchen category.

Haldiram’s ingredients of success recipe includes a diversified product portfolio,

stringent quality controls, good raw material, storage, production and packaging
processes which has resulted in unparallel taste and extended shelf life, Also
Haldiram’s sensitivity to catering to the local palates (30 – 40% of Haldiram
flavours are sensitized to suit local taste) has resulted in creating a loyal consumer
base . Also no Modern trade is complete without stocking HaldiRam’s products.

Also the Supply Chain which is broken down into two categories of retail and
institutional sales is managed well by strong network of C&F, Distributors,
Wholesalers and Retailers to make the product available at remotest town of the
country.

HaldiRam has managed details of right technology, packaging standardizations,

consumer affordability, quality tasty products, and volume deliverables extremely
well to weave the magical success saga.
Last but not the least, the People behind the product – the local talent needs
mentioning as they have helped HaldiRam grow big.

Today, Haldiram can proudly claim that what began as a small-time enterprise in
India is a global phenomenon now and HALDIRAM’S IS WAY OF LIFE FOR
INDIANS NO MATTER WHICH COUNTRY THEY LIVE IN.

2.2 Future: Leveraging Our Existing Equity

The firm plans to leverage its equity in the domestic and international market to
become a food corporation with not just branded products under its belt but also
restaurants, retail chains and wide portfolio that includes such diverse products
as milk-based food and noodles.

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In the near future it hopes to be in places such as Algeria, Jorden, Yemen, Taiwan,
Columbia, Cyprus, Ukraine, Libya, Tunisia, Egypt, Armenia, West Indies,
Sweden, Finland, Trinidad, and Tobago.
Haldiram’s success saga is because of the pro-active thinking of making access
into the traditional, fresh homemade food and skilfully converting it into a
product line extension.
With they have busted the myth that Indian consumers will not pay extra for
western concept of packaged food and that too of the Indian Household kitchen
category.
It has also invested considerably in an advanced processing and packaging unit,
which enables it to marry tradition with technology. This is why, no matter whose
shelf our product sits on, it always stands on its own.
Also the Supply Chain which is broken down into two categories of retail and
institutional sales is managed well by strong network of C&F, Distributors,
Wholesalers and Retailers to make the product available at remotest town of the
country.

2.3 The vision

The vision behind the initiative is to cater fresh sweets and snacks that are
prepared using the highest-quality ingredients to people who appreciate the true
taste of India, despite living thousands of miles away from the country. With a
presence that promises to replicate the taste and trust that has become our legacy
over the taste, Haldiram Overseas is all set to begin a new chapter in the history
of our brand.

2.4 Global presence

In order to serve the nation's foodies, we initially established a foothold outside
in the USA by exporting a line of 15 savoury products. We now introduce our
first production facility in the UK after an amazing run as an exporter in places
like Canada, the U.K., Europe, Australia, New Zealand, the Far East, the Middle
East, Moscow, Japan, Sri Lanka, Nepal, Thailand, etc. This facility, which is
located Southall, London, promises to offer the greatest Indian sweets in the UK
and EU together with authentic Indian flavours. The UK welcomed its first
factory outside of India in 2016.

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2.5 Awards
Haldiram’s is an ISO 9002 and HACCP recognized company with several awards
under its belt.
• International Award for Food & Beverages awarded by Trade Leaders
Club in Barcelona, Spain in 1994.

• Kashalkar Memorial Award presented by All India Food Preservers

Association in 1996 at its Golden Jubilee Celebration for manufacturing
the best quality food products.

• Hind Ratan Award.97 given by NRI Welfare Society of India

• Brand Equity Award 1998 was awarded by Progress Harmony

Development Chamber of Commerce & Industry in recognition of creating
a successful Indian brand.

• APEDA Export Award 2001-2002 was awarded by Agricultural &

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

• MERA Delhi Award was awarded by Agricultural & Processed Food

Products Export Development Authority in the year 2004.

• AMITY LEADERSHIP AWARD -2008 was awarded by Amity Business

School, Amity University for best H R practices (Retail) in the year 2008.

2.6 Certifications
Haldiram’s has the following quality certifications:
• ISO 9002
• HACCP

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 CHAPTER 3
LITERATURE REVIEW

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3.1 Review
Vinaykumar (2010) stated that as we know Haldiram did growth very fast in last
10 years especially in North India. That is the main reason of my study and
choosing this brand among the all brands of biscuits.
I did study of secondary data about biscuit industry and found that the growth is
very high in this industry. There all so many small player, which are strong in a
small geography. As per major player in this market namkens are market leader
in different – different segments, haldirams in number third and then namkeens
product of ITC. So there is high completion market.
I found so many interesting things during the research, which I shown in finding
and analysis part of the report. There is all information about customer
demography, which type of biscuits they buy mostly etc.
Haldiram is trying hard to attract more and more customers and retailers through
advertising sales promotion etc.

A Abdul Brosekhan stated that the study of consumer behaviour is rapidly

evolving as researchers recognize and implement new techniques and
transdisciplinary perspectives to understand the nature of purchase and
consumption behaviour. This wider view attempts to study consumer behaviour
in the light of rapidly evolving lifestyles, values, priorities, and social contexts.
Holbrook (1987) stated that consumer researchers must expand their view to
examine “all facets of the value potentially provided when some living organism
acquires, uses, or disposes of any product that might achieve a goal, fulfill a need,
or satisfy a want.”
Pavlou and Fygenson (2006) stated that, “Behavioral intentions are motivational
factors that capture how hard people are willing to try to perform a behavior”
(p.4). They are derived from attitude, subjective norm (one's desire to act as others
act or think one should act) and perceived behavioral control (the perception of
how easy or difficult it would be to carry out a behavior).
Most consumer behavior is learned from experience, and the lessons learnt from
past experience have been found to influence consumer buyer behavior.
Consumer buyer behavior is also affected by the way the consumer tends to
behave in similar settings; as well as by perceptions, habit and genetic heritage
(Pavlou and Fygenson, 2006).

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 CHAPTER 4
RESEARCH METHODOLOGY

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4.1 Methodology
The study is an exercise involving estimation of parameters as regard to
organizational requirements- Research was designed so as to get the relevant
information that can be used for various organizational purposes.

4.2 DATA SOURCE:

Research included collecting both primary and secondary data.

4.2.1 Primary Data is the first hand data, new data gathered to help solve the
problem at hand. Data is collected personally for the specific project through
research. Questionnaire was prepared to gather information on the company
marketing and services.

4.2.2 Secondary Data is the is the second hand data collected by someone else
with is gathered through internet, publications, articles, company books, etc.

4.3 DATA COLLECTION:

The data collection method used was none other than survey method which is
usually incorporated for collection of raw information. The survey method is
advantageous because it helps to collect a great deal of information about an
individual respondent.

4.3.1 Survey:
The type of survey undertaken was that of sample type keeping in consideration
the time constraint and paraphemalic, besides the viability of census survey. The
sample survey thus being taken to the right path to reach the desired destination
was carefully planed to convert of the operation by using selected samples.

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4.3.2 Statistical Tool:
The tool for obtaining the information was questionnaire. A structured
questionnaire was administered. The questionnaire was designed in the view both
major and minor objective of study.

4.3.3 Sampling:
With the customer being unknown and given the time and resource constraints
random sample was obtained from different people.

4.3.4 Data completion and analysis:

After the data was collected, it was tabulated and findings of the project were
presented followed by analysis and interpretation to reach certain conclusion.

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 CHAPTER 5
DATA ANALYSIS AND
INTERPRETATION

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ANALYSIS AND INTERPREATETION

5.1 Marketing mix

5.1.1 Product

Haldiram’s 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.

Haldiram’s 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 Haldiram’s 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 Haldiram’s
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.

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➢ KHOYA SWEETS: ➢ BENGALI SWEETS:
• Chhena marki • Anar bhog
• Kesar peda kheer kadam • Chaka chak
• Meva bati • Fruit cup
• Safed peda • Kesar badam
• Choclate barfi • Malai king
• Khoya barfi • Mishti dahi
• Khoya giloiri • Ras bhari
• Milk barfi • Rasogolla
• Sangam barfi • Anarkalichena
• Gulabjamun • Sandesh
• Kala jamun • Cham cham
• Khoya kesar • Indrani
• Milk cake • Kesar Sandesh
• Shahi chocolate • Malai rasogolla
• Pakiza
• Ras kadam
➢ PREMIUM SWEETS: • Badam
• Anjeer chiki • Angoori petha
• Badam tirangi • Chhena toast
• Kaju samosa • Kesar Anarkali
• Pista launj • Malai cup
• Kaju barfi • Malai rabdi
• Kaju kesar
• Badam jalebi
• Dry fruit chakkar ➢ COOKIES:
• Kaju kalash • Ajwain
• Kaju roll • Butter badam
• Pista gul • Choco chips
• Csatta • Coconut
• Kaju apple • Jeera
• Kashmiri barfi • Kaju pista
• Badam barfi • Wholewheat
• Kaju pan
• Kaju ghujia
• Honey dew

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➢ MINUTE KHANA
• Aloo muter
• Purani dilli ke chhole
• Haldirams dal makhani
• Punjabi khadi pakoda
• Lajwab mutter paneer
• Nawabi palak paneer
• Mughlai paneer makhani
• Rajma raseela
• Yellow dal tadka
• Kesari moong dal halwa
• Hyderabad biryani
• Punjabi sarson da saag
• Amchi pao bhaji
• Navrattan mix veg
• Khadai paneer
• Chawal tadka
• Aloo palak
• Bhindi masala

➢ SHARBATS
• Badam kesaria
• Rose syrup
• Khus syrup
• Orange crush
• Lemon crush
• Pineapple crush
• Mango panna

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 • Namkeens
Savouries or namkeens, as they are known, is where the Haldiram’s 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.
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 lion’s share of the market. And today
“Haldiram’s” is a name synonymous with authenticity in namkeen’s.
• Sweets
Sweets, which is must for some, an indulgence for others; and for
Haldiram’s 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.
Haldiram’s sweets are known for their range too. Delicious sweets like
Rasgullas, Jamphal (GulabJamuns), Raj Bhog, Nargisi Rolls, are hot
favourites among people in India and across the world.
The fact that Haldiram’s sweets are packaged and tinned in mechanized
plants, which gives them a long shelf life of about 12 months, is also of great
significance.
• Syrups
Imagine a hot summer day and a tall glass of chilled orange crush to cool
you down. Or a glass of hot badam milk for a cold winter night. Sounds
delicious, doesn't it? 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.

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5.1.2 PRICE
Haldiram’s 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. Haldiram’s 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 metallized 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.

5.1.3 PLACE
The Haldiram’s products are distributed all over the country and outside country
also. Haldiram’s 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., Haldiram’s is an ISO
and HACCP Certified Company and is approved by FDA, USA.

• Haldiram’s 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 company’s 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
Haldiram’s has 25 C&F agents and 700 distributors in India, the Nagpur
unit has 25 C&F agents and 375 distributors. Haldiram’s also has 35 sole
distributors in the international market. The Delhi and Nagpur units
together cater to 0.6 millions retail outlets in India.

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 • 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%
to 30%. 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 Haldiram’s, 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.

• Haldiram’s products enjoy phenomenal goodwill and stockists compete

with each other to stock its products. Moreover sweet shops and bakeries
stock Haldiram’s products despite the fact that the company’s products
compete with their own products.

5.1.4 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. Attractive posters, brochures and
mailers are designed to enhance the visibility of the Haldiram’s brand.

• Different varieties of posters are designed to appeal to the masses. The

punch line for Haldiram’s products was ‘Always in good taste’.

• Advertising depicting the entire range of Haldiram’s sweets and namkeens

were published in the print media (magazines and newspapers). These
advertisements had captions such as ‘millions of tongues can’t go wrong’,
‘what are you waiting for, Diwali??’ and ‘Keeping your taste buds on their
toes’.

• To increase the visibility of the Haldiram’s 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.

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 • 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 Haldiram’s 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.

5.1.5 PACKAGING

• Packaging is an important aspect of Haldiram’s product promotion. Since

namkeens are impulse purchase items, attractive packaging in different
colors influences purchases. Haldiram’s 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 isunder a
week, the shelf life Haldiram’s 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, Haldiram’s products are sold in attractive looking

special gift packs.

• The showrooms and retail outlets of Haldiram’s give importance to the

point of purchase (POP) displays. Haldiram’s snacks are displayed on
special racks, usually outside retail outlets. The showrooms has sign boards
displaying mouthwatering delicacies with captions such as ‘Chinese
Delight’, ‘Simply South’, ‘The king of all chats.’ Posters containing a brief
account of the history of Haldiram’s along with pictures of its products are
also displayed at these showrooms.

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• Haldiram’s 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 Haldiram’s, 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.

• Haldiram’s restaurants in Delhi also use innovative ways to attract

customers. The restaurants located at Mathura and Lajpat Nagar have
special play area for children.

• To cater to NRI’s 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, Haldiram’s restaurant uses specially purified water to
make snack foods including ‘pani puri’ & ‘chat paapri’.

• These promotional strategies have helped Haldiram’s to compete

effectively with the local restaurant chains such as Nathu’s, Bikanerwala
and Aggarwal’s and with western fast food chains such as Mc Donald’s and
Pizza Hut.

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A. Advertising Strategy
Haldiram’s 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 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)

Haldiram’s 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
Haldiram’s 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.

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• 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 ever-changing
trends and invent and re-invent themselves to stay in the league.

• Haldiram’s competes on the basis of numerous factors including

brand recognition due to distinct packaging, product quality,
traditional taste and authentic Indian flavour. The company’s
timely introduction of new products and line extension has played
a major part in the buying behaviour 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.

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5.2 ELEVEN BRAND DEFINITIONS

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 I. Product
Haldiram’s 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.

II. Brand
When it comes to sweets, namkeens and snack food items, Haldiram’s is a
name trusted across the Indian sub-continent. It is a name associated with
high quality and traditional taste.

III. Brand Name

The brand name Haldiram’s came from the owner’s 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.

IV. Brand Core Values

Haldiram’s brand core values are quality, taste, variety, traditional and very
Indian.

V. Brand Character
The brand character of Haldiram’s that distinguishes it from its main
competitor FRITO LAYS is its ‘traditional Indian taste’.

VI. Brand Personality

It is not the brand alone but the manner in which the brand presents its
characteristics.

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 Haldiram’s 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.

VII. Brand Position

This refers to the consumers’ placement of a company vis-à-vis its
competitors. Haldiram’s 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.

VIII. Brand Positioning

Haldiram’s 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.

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IX. 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 Haldiram’s 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.

X. Brand Property
It is the memory device, which not only reminds the consumers of the brand
name but also its core values. In case of Haldiram’s 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.

XI. Brand Equity

In case of Haldiram’s 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-à-vis the competitors in
the sweets and namkeen market achieved through decades of quality and
taste control measures. The taste that Haldiram’s provides through its
products is very Indian and yet it maintains international quality standards.

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A. Distribution Channel Structure
Haldiram’s Retailer Consumers

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 Haldiram’s 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
• 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 Haldiram’s in Mathura road to the general
manager. From corporate office general manager gives order in the
factory. (Nodia/Gurgaon/Mathura Road).

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 • 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.
• Haldiram’s has its own warehouse, which is managed by its own staff.

E. Physical movement of the goods

The order of Haldiram’s is delivered by truck. Haldiram’s pays the expenses
for transportation of the goods.

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 CHAPTER 6
COMPETITION ANALYSIS

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6.1 Introduction
To retain and expand its market share for higher profitability a company must
understand it’s competitive environment. It must know its competitors, their
strategies, the strengths and their weaknesses.

The major objectives of this comparison are to:

• Analyze Haldiram’s competition (in Namkeens Segment) from an industry
and marketing point of view
• Analyze the intrinsic long run profit attractiveness through Porter’s 5 force
model
• Formulation of competitive strategies
• Study the designing of competitive strategies
• Competitors of Haldiram’s (in Namkeen Segment)
The following are the major competitors of Haldiram’s:
• Frito Lays
• Bikano
• MTR
• Unorganized Sector

6.2 Levels of Competition

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

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6.2.1 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 Namkeens along the same lines as
Haldiram’s. Because of this brands like Bikano, Frito Lays, etc… and the
unorganized sector are considered as brand competitors.

6.2.2 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’.

6.2.3 Form Competition:

Form competition essentially means that competitors who produce products
that supply the same service. In case of Haldiram’s 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
substitutenamkeens very easily with these products.

6.2.4 Generic competition:

Generic competition essentially includes those companies competing for the
same amount consumer money. In case of Haldiram’s, it includes all edible
products in the same price range.

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6.3 Porter’s Five Forces Model
Porter’s five forces determine the intrinsic long-run profit attractiveness of
a market or a market segment. The following is the analysis of this model
with respect to Haldiram’s:

6.3.1 Threat of Intense Segment Rivalry (Industry Competitors)

Haldiram’s did not face any intense segment rivalry in the initial stages and
some time after that, but the last few years have seen a lot of players entering
thenamkeens/snack food segment. This has led to various new products
being introduced by all. Variety and higher quality standards have been set
& the companies are competing with each other to grab a larger market share
in this segment and hence there is evident segment rivalry. The primary and
potential threat that appears to Haldiram’s is from the unorganized segment
with its lower pricing and variety in the products.

6.3.2 Threat of New Entrants

There is a threat of new entrants especially from the unorganized sector that
has lesser quality pressures. The entry and exit barriers are both low leading
to stable returns, therefore big companies may enter this segment looking
for a quick profit.

6.3.3 Threat of Substitute Products

Threat of substitute products arises from the ability of the consumer to
substitutenamkeens by other things that suit him. For example ice creams,
biscuits, bakery products. Like wise and outing for burger and other fast
food items may also substitute for namkeens. The players have to monitor
prices closely as a fall in the prices of these substitute products may lead to
a price cut in the namkeensegment as well.

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6.3.4 Threat of Buyer’s Growing Bargaining Power
There’s no threat of buyers’ growing bargaining power, as it doesn’t
represent a significant portion of the buyers’ cost. The buyers do not seem
to be very price sensitive and nor are they more concentrated (buyers are
distributed across a wide geographical region in the country) or organized.

6.3.5 Threat of Supplier’s Growing Bargaining Power

Suppliers are unorganized and there are a lot of substitutes available to the
company. Moreover the number of suppliers being large and the size of the
suppliers being very small as compared to the company, the company is in
a strong bargaining position. Hence there is no such threat of suppliers’
growing bargaining power.

6.4 Porter’s Five Forces Model (for Namkeen segment)

Potential Entrants
• Low entry and exit barriers
• Stable return
• Industry Growth rate
• Economies of scale
• Incumbents’ defense of market share
Suppliers
• Many competitive suppliers
• Low costs to switch suppliers
• Size small as compared to company
Industry Competitors
• Good market growth rate
• Market equilibrium intact
• Low exit cost.
• Frequent innovation
• Presence of strong and aggressive competitors

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Buyers
• Product doesn’t represent significant fraction of buyers’ cost
• Price sensitivity is low.
• Buyers are distributed and not organized
Substitutes
• Lot of substitutes for namkeens
• Price trends have to be monitored closely (threat of form competition)

6.5 CUSTOMER VALUE ANALYSIS

6.5.1 Haldiram’s
Haldiram’s being the market leader offers enormous benefits to its customers. On
the basis of the consumer behavior survey, the highest benefit that Haldiram’s
offers is by way of hygiene and taste. Another big strength of Haldiram’s, which
a factor rated pretty high by the consumers, was Packaging. By providing fresh
and tight packaging Haldiram’s ensures that their consumers can use it for a
longer period of time. Another benefit that Haldiram’s offers is the immense
variety in their product line. In fact in thenamkeens segment itself Haldiram’s
offers about 40+ varieties and ensures that this benefit stays on by constantly
innovating and coming out with new types of namkeens. The best part is that they
offer traditional snacks rather than modern snacks, which go down very well with
the Indian consumer.

6.5.2 Frito Lays

According to the consumer behavior survey, the consumers rated packaging the
highest thereby signifying that this is one of the best benefits that the consumers
get from Frito Lays. Apart from that price and quality were the other benefits that
the consumers got from Frito Lays. The biggest benefit is the availability of the
product as it is a product is of Pepsi Foods and hence is backed up by a string
distribution network. However it’s on the variety factor that they actually pale in
comparison with Haldiram’s.

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6.6 Types of Competitive Strategies
From the information based on the consumer survey, out of 32 people 28
consumed Haldiram’s products. Since 91% of responses indicate consumption of
Haldiram’s products, we conclude that Haldiram’s is the market leader in the
namkeens segment. In the consumer survey that we had done, hygiene and taste
had come out as the highest priority factors that influence the buying behavior.
Haldiram’s adopts the following market leader strategies.

6.6.1 Market leader strategies adopted by Haldiram’s

a) Increasing the total market share
Being a market leader, one of Haldiram’s strategies has been to solicit new users
for their products. They have done this by targeting the NRI’s living abroad and
exporting their namkeens there. This in turn has also helped create awareness
about their product among the non-NRI’s 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 Haldiram’s position as a market leader.

b) Defending Market Share:

To protect its position as market leader, Haldiram’s makes use of two defense
strategies: PositionDefense and Mobile Defense.
1) Position Defense
Haldiram’s 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 Haldiram’s.
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, Haldiram’s 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.

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

c) Expanding Market Share

1) Haldiram’s
Over the years, Haldiram’s has been diversifying its product line and entering
newer markets. This has resulted in considerably expanding the market share of
Haldiram’s, 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 Haldiram’s. In fact according to the consumer behavior survey that
we had carried out, out of the 32 respondents, 29 of them consumed Haldiram’s
while only 21 of them consumed Haldiram’s.
This shows that Lays still has to go a long way if it wants to be the market leader.
Haldiram’s has a very strong brand loyalty. Hence the strategy currently being
adopted by Lays is that of a ‘Market Challenger’.

6.6.2 Market Challenger Strategy adopted by Frito Lays

a) Flank Attack
The strategy being adopted by Lays currently is that of a flank attack. One of the
main points of a flank attack is that the enemy’s weak points are a natural target.
One of the biggest weaknesses of Haldiram’s has been advertising. Most of the
publicity has been word of mouth for Haldiram’s. But Lays, being a product of
Pepsi Foods, didn’t have any problem on this front and in fact has a strong
advertising campaign to back it up. Also with an extensive distribution network,
it has been able to penetrate the Indian market in areas that probably even
Haldiram’s has not been able too.

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6.6.3 Share of Market, Mind and Heart
Haldiram’s 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 Haldiram’s as compared
to the other brands. Thus the market share of Haldiram’s coincides with the
mind share mainly because of the high level of market penetration and the
word of mouth publicity that the brand enjoys. Haldiram’s 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. Haldiram’s has also got the biggest
share of heart because most of the people prefer consuming Haldiram’s
products. A large share of heart predicts a high market share in the future.
Thus Haldiram’s enjoys a good share of heart and mind along with the
biggest market share. This would help Haldiram’s in retaining its share in
the market in the future.

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 CHAPTER 7
SWOT ANALYSIS

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7.1 Strengths
• Haldiram’s has a large product basket for the customers to choose
from. One of the biggest reasons for their namkeen segment
succeeding is the continuous updation 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.
• Haldiram’s 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 Haldiram’s lays on the high quality for its products.
• Haldiram’s 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-
agedcustomers 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

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7.2 Weaknesses
• Haldiram’s doesn’t lay emphasis on the need to carry out market
surveys either to know the consumer needs or their feedback.
• Haldiram’s 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.
• The Haldiram’s 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.

7.3 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.
• Haldiram’s doesn’t 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.
• Having a premium product line to capture high-end consumers.

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7.4 Threats
• A large number of competitors have started entering this segment
which might erode the market share of Haldiram’s. For example
companies like Frito Lay’s, ITC, etc, which is cash rich companies,
can actually undercut Haldiram’s profits as they can afford to reduce
their prices.
• As there are three concerns under the Haldiram’s 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.
• 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, Haldiram’s market share as they do advertise
on a large scale.

7.5 SWOT Matrix

7.5.1 Strengths
• Variety
• Brand Image
• Hygienic
• Packaging
• Technology
• Market Leader
• Word of mouth publicity
• Quality
• Exports
• Wide consumer base
• Rural penetration
• Online selling

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7.5.2 Weaknesses
• Market Surveys
• Started advertising too late
• No policies on CSR
• Lack of collaboration between the three Concerns
• Not cash rich as it’s competitors
7.5.3 Opportunities
• Western snack foods segment
• Associating with other brands
• Kids and teenagers segment
• Diversifying further
• Radio advertising
7.5.4 Threats
• Large number of competitors
• Three concerns affecting each other’s image.
• Competitors have already entered the western snack foods market.
• Lack of aggressive advertising.

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 CHAPTER 8
SALES ANALYSIS

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8.1 Namkeen’s

The data about consumptions and different namkeens sold in market

shows that haldirams capture highest percent share in namkeens and it
is about 60% share, balaji captures 17% of market share ,bikanerwala
holds 20% share of market and rest has been captured by other brands.

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8.2 Chips

Among the different brands of chips that is being sold in market on basis of
data collected and analysis lays captures highest share in market that is 30%
of market share, haldirams also captures quite good share of market. On
analysis % share of different brand is shown.

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8.3 Different consequence that adds in sales volume

Various factors that helps to increase the sales volume of products

Taste is the major factor on which sales of a product depends .

There are also secondary factors on which also quite good share of sales
depends that is advertisements, packaging, brand and other factors.

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Quality is major factors on which sales volume of products depend on basis
of survey it has been observed that it is major factor on which sales volume
of product depends.
Packaging also occupies good share in sales of a products it is also demand
of today era and on it sales volume of products depend.
Others factor is also quite essential for sale of a product e.g. advertisement,
brand and other factors also occupy quite a good percentage.

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8.4 Consumer satisfaction

8.4.1 Surveys of consumers are you satisfied with Haldiram’s products

While doing the survey it has been observed that maximum consumers of
Haldiram’s are satisfied with products that is quality , packaging ,tastes and
other factors.
There are few consumers they have said that they are not satisfied with
Haldiram’s product they said that quality is not up to the mark.
There are some consumers who said neither yes nor no that is can’t say.

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8.4.2 Future Expectations of The Consumers

The survey also sought to know as to what the consumers expect in the
future from Haldiram’s Namkeens and otherwise. Many creative ideas
came out. With regard to Namkeens, people are looking forward to
popcorn, cheese balls, much more variety in the wafers, banana chips,
roasted nuts, etc… Many of the respondents are seeking low calorie
namkeens from Haldiram’s and there is also a demand for many more
varieties in bhujia’s. The minimal nutrition levels do not seem to be
affecting the buying trends of the consumers right now; but as people
are becoming more and more health conscious, in the future consumers
might be looking forward to low calorie namkeens and snacks from
Haldiram’s. Apart from the Namkeens segment, the consumers in
general are looking forward to products like masalas, milk and milk
related products, ice creams, etc… from Haldiram’s.

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CHAPTER 9
FINDINGS

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9.1 ‘Consumer Behaviour Analysis’

• Consumers have started increasing their consumption of other brand

items which is evident from the fact that 29 of the 32 respondents eat
Haldiram’s Namkeens while a close 21 each eat products of Lays and
Lehar. However local snacks seem to be losing their hold on the
consumers mainly because of their lack of stress on hygiene and
quality. However, consumers seem to be very loyal towards the brand
called Haldiram’s primarily because of the high priority they give to
taste, quality and hygiene as is evident from the statistics mentioned
above.

• Another interesting finding that is that in the absence of the role of the
‘Influencer’, the roles of the ‘Decider’ and ‘User’ seem to be shared
by the same person.

• The consumers have given top priority to ‘Food taste and Quality’ and
‘Hygiene’. Haldiram’s needs to be appreciated for having pioneered
these factors in the packaged namkeens segment. However, to retain
their stronghold on existing consumers and attract new consumers,
Haldiram’s needs to maintain and even improve these standards.

• One aspect, however, that Haldiram’s needs to focus on is their price.

41% found it to be ‘High’. Haldiram’s needs to focus on this factor as
any reduction in the price cut by it’s competitors may influence the
buyer to drift towards another brand.

• Overall, Haldiram’s is undoubtedly the most favored namkeen of the

consumers and this is established by one of the findings whereby 91%
of the total respondents actually consume Haldiram’s.

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9.2 ‘Competition Analysis’

• There are no two ways about the fact that when it comes to the
namkeens segment Haldiram’s is way ahead of its competitors. It has
a very strong brand loyalty, which is what makes the task of its
competitors even more difficult. However with the entry of Lays,
MTR into this segment and the prior presence of Bikano in this
segment the competition has really heated up and the market share is
gradually being grabbed by various players. Hence its important for
Haldiram’s to keep innovating and concentrating on its strengths –
quality and taste in order to further consolidate its position as a market
leader in the namkeens segment.

• Another thing that Haldiram’s has to be wary about is the immense

form competition that it faces. Namkeens is a consumable, which can
be easily substituted. There are various substitutes like salty biscuits,
bakery items but the biggest threat that it faces is the traditional snack
items like samosas, kachoris, etc…. However it has already started to
take steps in this direction bringing out packaged ready-to eat small
samosas.

• Another plus for Haldiram’s is that it has started targeting the

international market. It now doesn’t face any major competition in this
market and can hence make the best of it. This long-term strategy of
Haldiram’s has already started yielding results.

• Haldiram’s is a specialist when it comes to the namkeens segment,

whereas for most of it competitors like Frito Lays and MTR,
namkeens is a very small segment and they are not looking to
specialize in this segment. This factor will always help Haldiram’s to
consolidate its position as a market leader.

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• Overall, the best part about this segment is that neither Haldiram’s nor
its competitors indulge in situations that disturb the market
equilibrium. Hence this segment is such that everyone plays their role
in maintaining the market equilibrium and in the long run this shall
work out to be favorable for Haldiram’s and this segment.

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9.3 Suggestions

• Haldiram’s should aim at constructing a comprehensive media mix.

• It could venture into corporate tie-ups at its various outlets.

• 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 nation wide.

• Whatever tools and methods the company chooses to employ,

interactive communication should be given high priority.

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9.4 LIMITATIONS

• The sample was collected using sampling techniques. As such result

may not give an exact representation of the population.

• Most of the data being secondary can be biased towards the company.

• Shortage of time is also a reason for incomprehensiveness.

• Most of the information was taken from secondary sources being

based on previously printed data.

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 CHAPTER 10
CONCLUSION

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10.1 Conclusion

The market is clogged with dominant players such as Frito-Lay India,

PepsiCo’s snack foods arm, which has almost brought in a snack-chip
revolution in the country, Haldiram’s 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 Haldiram’s 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. Haldiram’s 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.

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 CHAPTER 11
BIBLIOGRAPHY &
REFERENCES

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 BIBLIOGRAPHY& REFERENCES

Book Material
• Marketing Management by Philip Kotler
• Sales & Distribution Management by Tapan K Panda & Sunil
Sahadev
• Service marketing , Pearson Education Ptc Ltd., New Delhi by
Lovelock, Christopher H.

Websites:
• "http://www.indianfoodindustry.net/".Indianfoodindustry.net
• "http://www.haldirams.com/".haldirams.com
• "http://www.haldiramsusa.com/".haldiramsusa.com
• "http://www.bikaji.com/".bikaji.com
• "http://www.google.co.in/".google.co.in
• "http://www.samratnamkeen.com/".samratnamkeen.com
• The Hindu(www.hinduonnet.com)
• Times news Network(www.economictimes.indiatimes.com

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