Introduction

INTRODUCTION

Marketing strategy is a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage. Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives. Developing a marketing strategy Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives. Plans and objectives are generally tested for measurable results. Commonly, marketing strategies are developed as multi-year plans, with a tactical plan detailing specific actions to be accomplished in the current year. Time horizons covered by the marketing plan vary by company, by industry, and by nation, however, time horizons are becoming shorter as the speed of change in the environment increases. Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. See strategy dynamics. Marketing strategy involves careful scanning of the internal and external environments. Internal environmental factors include the marketing mix, plus performance analysis and strategic constraints. External environmental factors include customer analysis, competitor analysis, target market analysis, as well as evaluation of any elements of the technological, economic, cultural or political/legal environment likely to impact success. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement.

Once a thorough environmental scan is complete, a strategic plan can be constructed to identify business alternatives, establish challenging goals, determine the optimal marketing mix to attain these goals, and detail implementation.

The Marketing Strategy Process

Ill briefly review each step in turn: 1. Understand Your Customer Develop a clear picture of your target customer using market research and analysis. Understand their pain points and the benefits of your solution. 2. Analyze the Market

Some basic market research should allow you to find market data such as total available market, market growth (historical numbers and projections), market trends, etc. 3. Analyze the Competition Ask yourself what other choices your target customers have to solve their pain point. Research and assess the strengths and weaknesses of each. Take a look at this article for more info on competitive marketing strategy. 4. Research Distribution Channels What is the best way to deliver your product or service to your target customers? This will impact your sales strategy and your financials, as well as your marketing mix. 5. Define Your Marketing Mix Check out this article about defining your marketing mix: Product,Price, Place and Promotion. 6. Analyze the Financials Put together your marketing budget and evaluate projected marketing ROI, customer acquisition costs, etc. 7. Review and Revise Continuously evaluate the effectiveness of your marketing strategy, and revise or extend as needed.

Objective

OBJECTIVE

 To study about the awareness of Haldirams product among the people in Gondia district. To study the marketing strategies and brand loyalty of Haldiram To study the marketing mix of Haldirams To analyze Haldirams competitor and compare their strategies and come up with recommendations for any problem being faced by it.

Scope of Study

SCOPE OF STUDY

 The scope of the study is limited only in Gondia district. This project for increasing Sale and Finding the market for Haldirams product.

Hypothesis

HYPOTHESIS

H1: Level

Haldirams is most preferable brands in all types products in Dist

H1:

Marketing Strategy influences the customer Product buying decision. Motivation of Customer interest on Haldirams product.

H2:

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Company Profile

COMPANY PROFILE

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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 ever-changing 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.

Name

Haldiram Foods International Ltd

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Company Logo

880, Haldiram House, Bhandara Road Address City State/Province Zip/Postal Code Country Phone Fax Website Nagpur MS 440008

India 00917122681191 00917122680218 http://www.haldirams.com/ - Asian Foods

Products

- Candy & Confectionery - Processed Food - Snacks

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.)

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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 HACCP

PRODUCTS Moong Dal

We offer Moong Dal in Packet sizes having gms/mrp as below:

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20gm/5.00 40gm/10.00 150gm/30.00

Nutritional Data: Fat: 23.30g Portein: 20.55g Carbohydrate: 47.16 Fibre: 1.53g Calories: 480 Kacl

Ingredients: Moong Lentils, Peanut Oil, Salt & Mix Spices.

Khatta Meetha

We offer Khatta Meetha of following Packet sizes in gms/mrp.

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30gm/5.00 60gm/10.00 150gm/24.00

Order Quantity: 24 nos, 10 nos, 5 nos.

Nutritional Data: Fat: 33.17g Protein: 8.98g Fibre: 1.33g Calories: 533 Kacl

Ingredients: Bengal Gram Flour, Rice Flakes, Split Bengal Gram, Peanut Oil, Sag Peanut, Green Peas, Lentils, Sugar, Salt, Red Chilly, Turmeric & Citric Acid.

Mixture Namkeen

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We are providers of Haldiram's Mixture Namkeen. The Mixture Namkeen is known for its quality spiciness. These Mixture Namkeens are made from best ingredients.

Nutritional Data: Fat: 32.0g Protein: 18.18g Carbohydrates: 42.1g Fibre: 1.5g Calories: 529 Kcal

Ingredients: Bengal Gram Lentils, Bengal Gram Flour, Rice, Flakes, Lentil, Peanut Oil, Potato, Green Peas, Peanuts, Spinach, Salt, Red Chi & Mix Spices lavoured Soan Papdi

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We offer Soan Papdi in these range of flavour Orange, Elaichi, coconut & Chocolate of following pack-size in gms/mrp. 250gm/ 45~48.00 500gm/92.00

Order Quantity: 12 nos. Nutritional Data: Fat: 22.5g Protein: 5.28g Carbohydrate: 68.40g Crude Fibre: 0.06g

Ingredients: Sugar, Peanut Oil, Refined Palmolein Oil, Bengal Gram Flour, Wheat Flour, Cardamon, Pistachio Almond Delicious Rasgulla
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We offer Rasgulla in Bottle/Tin having pack-size in gms/mrp as below : 450gm/ 56.00 1kg/ 120.00 Order Quantity: 6 nos.

Nutritional Data: Fat: 1.85g Protein: 3.97g Carbohydrates: 38.5g Crude Fibre: 0.4g

Ingredients: Sugar, Water, Milk, Rose Water, Cardamo & Contains Permitted Class II Preservative. Fruit Ice Creams

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A unique range of premium Fruit Ice Creams in which carefully handpicked fruits blend with rich, creamy ice cream so that every spoonful that melts in your mouth has a natural taste of real fruit. Indulge your senses in the mouth watering flavour of delicious fruit with an added excitement of real fruit pieces.

What's more, it comes in three delectable flavours: Strawberry Crush Mango Marvel Litchi Surprise

Also available in Western Classics 1 Ltr: Creamy Rum Cake Cookies Crumb Choco Almonds

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Research Methodology

RESEARCH METHODOLOGY The methodology that was adopted for the study includes both primary source of data as well as the secondary source of data. The methodology of the study can be explained as follows:

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PRIMARY DATA:

The primary data are those which are collected afresh and for the first time, and thus happens to be original in character. We can obtain primary data either through observation or through direct communication with respondents in one form or another or through personal interview. There are several methods of collecting primary data, but in this research work primary data collected by using questionnaire.

SECONDARY DATA: Secondary data means data that are already available i.e. they refer to the data which have been already been collected and analyzed by someone else. When the researcher utilizes secondary data, then he has to look into various sources from where he can obtain them. Secondary data may either be published data or unpublished data. In this research work, secondary data collected through the Internet Company manual and booklets Books etc.

Methods of data collection

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The source of information is generally classified as primary and secondary. According to payline V. Young The source of information can be classified into documentary sources and field sources. a) Primary data:The information given / collection by individuals or group constitute primary source.

Methods of generating primary data i) Survey ii) Personal interview iii) Group interview iv) Observation v) Questionnaire

b) Secondary data: Books, diary, manscrupt, letter, magazine, internet etc. are the secondary or documentary source. The researcher for this dissertation has decided to use primary source as interview schedule and secondary source as books and internet for data collection.

Tools Of Data Collection: a) Interview schedule & questionnaire was used as tool for primary source of data collection.
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b) Interview schedule consist of number of question typed in a definite order or form.

Pre-study: After careful study of literature and expert consultation the researcher still may have only a rather vague idea about the critical element in his problem. As pilot study sometimes may be launched as a step preliminary to the form scale before original study are carried out in order to gain some preliminary information of the main project for this purpose the researcher meet companys personal manager to get the pre knowledge of the subject before conduction actual data collection. Pretesting: Pretesting is the process of an advance testing of study design after the interview schedule has been prepared .The researcher referred books and internet to get prepared literature for this project & report. Processing:Once the collection of data is over the main step top arranged for p[rocessing and analysis of data. So the interview can be made resulting information theories. The first step is editing, is a process of examining the data collection in interview schedule to defect efforts and mission and to see that they are corrected and the schedules prepared tabulations.

Editing:

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The preparation of the data forms for tabulations must include on operational procedure for accepting, modifying or resection individual questionnaire.

Tabulation: Tabulation is a process of summarizing raw and display it in compact forms for further analysis. Analysis of data is made possible through tables. These tables are made for different variables and to show relationship with each other.

Interpretation of data:Analysis and interpretation are central step in research process. The goal of analysis is to summarize o collected data in such a way that they provide answer to the and triggered the researcher. Interpretation is the research for the broader meaning of research finding. The questionnaire is precoded a few uncoded response are classified the code were verified before transferred to the master chart.

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Data Analysis

DATA ANALYSIS

Who are the competitors of Haldiram Company?

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COMPETITORS
8% 12% 14% 66%
Haldiram Bikano Frito Lays Lehar

Interpretation:From the above graph it is interpreted that, the toughest competitor of Haldiram is Bikano and Frito Lays are also competitors of Haldiram.

Consumption Patterns

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Do you consume Haldiram's products?

9%

Yes No

91%

In response as to whether or not they consumed Haldirams products, 29 of the 32 answered in the positive, which translates into almost 91% of the sample size. This establishes the superiority and awareness of the product among the people. Also another interesting point observed was that the three who didnt consume Haldirams products werent actually averse to Haldirams products but did not consume them because they either didnt consume namkeens generally or had some medical constraints.

What is your brand preference for Namkeens?

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Brand Preference

12 8 10

Haldiram Bikano 70 Frito Lays Lehar

We can see from the above doughnut that, among the total respondents 70% preferred Haldiram as against Bingo and Feito Lays , only 20%

preferred Lehar and a mere 18% respondents preferred.

Do you prefer local snacks?

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20%

Yes
No

80%

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Findings

FINDINGS

Consumers have started increasing their consumption of other brand items which is evident from the fact that 29 of the 32 respondents eat

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Haldirams 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.

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.

One aspect, however, that Haldirams needs to focus on is their price. 41% found it to be High. Haldirams needs to focus on this factor as any reduction in the price cut by its competitors may influence the buyer to drift towards another brand.

Overall, Haldirams 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 Haldirams.

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Conclusion

CONCLUSION 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. 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.

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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.

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Suggestion

SUGGESTION

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Haldirams 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.

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Bibliography

BIBLIOGRAPHY

Websites:

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1. www.haldiram.com/ 2. www.haldiramlimited.com/ 3. www.Indianfoodindustry.net

Books: 1. Marketing Management by Philip Kotler. 2. Marketing Management S.A. Sherlekar 3. Service marketing , Pearson Education Ptc Ltd., New Delhi by Lovelock, Christopher H.

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Annexure

ANNEXURE QUESTIONNAIRE

Q1. What age profile do you belong to? 15-20 21-24 31-40
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 41-50

More than 50

Q2. Do you consume Haldirams products? Yes No

Q3. What is your brand preference for namkeens? Haldirams MTR Lays Others 0 Lehar Bikaner

Q4. Do you prefer local snacks? Yes No

Q5. Since when have you been consuming Haldirams Products? Less than 6 months 1-3 years 6 month 1year Greater than 3 years

Q6. How would you rate the quality of Haldiram over the period of use? Significantly better Natural Worse Better Significantly worse

Q8. Which of these factors influence your buying bahaviour of namkeens? Packaging Quality Price

Q9. How would you rate the following factors in order of your preference? Variety Food taste and quality

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 Hygiene Price

Nutritional value Packaging

Q10. How you find Haldirams price ? High Low Very high Reasonable Very low

Q11. Would you buy Haldirams products for their Packaging Quality Variety Hygiene Price Tatste

Q12. How would you rate the Haldirams namkeens for their nutritional value? Minimal Adequate Healthy

Q13. Do you buy Haldirams gift packages? Yes No

Q14. Do you think that is there any significance difference between Haldirams products and other brands? Yes No

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