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  • Haldiram's Getting Four Ps Right Case Study

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    Omey Badakh
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    Haldiram's was founded in 1937 in Bikaner, India and has since expanded across India. It produces a wide range of traditional Indian snacks and sweets. To tackle competition from small players and sustain growth, Haldiram's focuses on getting the four Ps (Product, Price, Place, Promotion) right. For products, it offers customized snacks to local tastes and ensures high quality. Its competitive pricing and small packaging helps penetrate markets. Haldiram's has a robust distribution network and products are widely available. It promotes through catchy slogans, print media, and attractive packaging with a long shelf life.

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    Haldiram's Five Ps Strategy

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    Haldiram's was founded in 1937 in Bikaner, India and has since expanded across India. It produces a wide range of traditional Indian snacks and sweets. To tackle competition from small players and sustain growth, Haldiram's focuses on getting the four Ps (Product, Price, Place, Promotion) right. For products, it offers customized snacks to local tastes and ensures high quality. Its competitive pricing and small packaging helps penetrate markets. Haldiram's has a robust distribution network and products are widely available. It promotes through catchy slogans, print media, and attractive packaging with a long shelf life.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    228 views20 pages

    Haldiram's Getting Four Ps Right Case Study

    Uploaded by

    Omey Badakh
    Haldiram's was founded in 1937 in Bikaner, India and has since expanded across India. It produces a wide range of traditional Indian snacks and sweets. To tackle competition from small players and sustain growth, Haldiram's focuses on getting the four Ps (Product, Price, Place, Promotion) right. For products, it offers customized snacks to local tastes and ensures high quality. Its competitive pricing and small packaging helps penetrate markets. Haldiram's has a robust distribution network and products are widely available. It promotes through catchy slogans, print media, and attractive packaging with a long shelf life.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 20

    Haldirams

    Getting the Four Ps Right

    Haldirams
    Getting the Four Ps Right

    EVOLUTION
    Founder- Ganga Bishen Aggarwal
    1937- Northern India City of Bikaner
    1941- Haldiram Bhujiawala
    1968- Manufacturing Unit for Sweets and Salty
    Snacks Established in Kolkata
    1970- Manufacturing Unit in Nagpur,
    Maharashtra
    1980- Retail Shops in New Delhi
    1990- Manufacturing Unit in New Delhi
    1995 Restaurant in New Delhi

    PRODUCT RANGE
    Traditional Indian sweets & snacks
    Sold on special occasions like Diwali, Bhai
    Dooz & Holi

    ISSUES
    How would they keep the company on a high
    growth trajectory?
    How would the company tackle the
    competition from small unorganized players in
    market?
    Could Haldirams create and sustain a clear
    differentiator, that marked it different from
    these players ?

    STRATEGY OF FOUR Ps

    HALDIRAMs FIVE Ps

    Packaging

    PRODUCTS
    In summer fruit flavored Cold Drinks and
    Sharbats
    During festivals season demand for Sweets was
    high
    Added bakery items and dairy products
    Wide product range- 30 varieties of Namkeens
    (salty snacks) customized for local tastes
    First Indian company to brand Namkeens
    High quality and hygiene standards

    PRODUCTS

    PRICE
    Price- Notoriously Important in Indian Market
    Competitive Prices in order to penetrate the
    huge unorganized market of Namkeens and
    Sweets.
    Products available in Small Packs

    PRICE
    Package weight

    Price

    30 gm

    85 gm

    10

    180 250 gm

    18 - 25

    400 500 gm

    40 - 70

    1 kg

    95 - 200

    PLACE
    Robust Distribution Network
    Haldirams
    Manufacturing Unit
    C & F Agents

    Makes Commission around 5%

    Distributors

    Makes Commission around 8-10


    %

    Retailers

    Makes Commission around 20-30


    %

    PLACE
    Also Products are available at Supermarket,
    Confectionery Shop, Provision Stores, Bakeries
    Public Locations such as Railway Stations and
    Bus Stops
    Websites like: www.indiatimes.com,
    Giftsindia.com, channelindia.com,
    www.indiamart.com

    PROMOTION
    Promotion is all about communication.
    Punch line
    Always in Good Taste
    Millions of tongues cant go wrong
    Chota samosa- Big Mazaa
    Print Media
    Broachers

    PROMOTION
    Hoardings
    Public Places
    Shops and Supermarkets
    Railway Stations and Bus Stops

    PACKAGING
    Packaging is an important aspect of
    Haldirams product promotion.
    Namkeens are impulse purchase items,
    attractive packaging in different colors
    influences purchases.
    Haldirams uses the latest technology to
    increase the shelf life of its products.
    Shelf life Haldirams product is about six
    months.

    PACKAGING
    Posters highlighting the shelf life of its products
    carried the caption Six Months on the Shelf
    and Six Seconds in Your Mouth.
    During festival season, Haldirams products are
    sold in attractive looking special gift packs

    EXPANSION
    High Margins in Restaurant Business
    Opened there own series of Restaurant in
    Delhi and Nagpur
    Innovative Strategy
    At Nagpur Railway Station
    At Delhi Fast-food and Chat Stalls

    HALDIRAMs a STATESTICAL
    LOOK

    FURTHER DISCUSSIONS
    Current Competitors
    Future Competitors
    Duplicate Products
    Adverse Publicity
    Legal Cases

    THANK YOU

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