Professional Documents
Culture Documents
Project Report on
Launching a product
HALDIRAMS
In
GEORGE TOWN
Submitted by:
Simmi Great
Semester -3
Guided by:
Hina Rauf
NIS Academy
A-4, R Block, Rampur Garden Bareilly
Acknowledgement
In the name of god, the most merciful and most beneficial
INDEX
Acknowledgement
Executive Summary
Methodology
Introduction
Mission of the company
Companys Background
Company details
Country selection
About Target City
Strategies used
SWOT Analysis
Conclusion
Appendix
EXECUTIVE SUMMARY
Haldirams is one of the branded products which is leading in the Indian market
with a name and fame for its famous Sweets as well as Savories. From a
humble beginning in Bikaner in 1937, Haldirams has grown into a household
name in India Ganga Bishan Agarwal (popularly known as Haldirams),
opened a sweets shop in Bikaner, a small district in Rajasthan, India It is the
market which has the potential to attract the customers towards its Traditional
range of Food. A C Nielson ranked Haldirams as the 98th most trusted brand
in India. It was the first company in India to brand Namkeens. It was also one
of the first companies in India to open a restaurant in New Delhi offering
traditional Indian snack food items. The Product is exporting its varieties of
products in the Indian market. Here this project is for Launching Haldirams in
Malaysia which is the country known for its varieties of Population and its Food
habits as well as Taste. It is going to launch its product in Malaysian market in
the state Penang, which is known as food paradise of Malaysia. Haldirams
has a successful response all the world, Global market.
METHODOLOGY
This Project is made with the help of basically primary data. All the information
is gathered usually from internet. Magazines and Newspapers are quite helpful
for the project. Firstly we have to gone through the details of the company.
After the desired output we have to choose the country in which we have to
launch the product. Then we go though the countrys detailed information
about the economy, government, trade issues, entry strategies, rules and
regulations, culture, customer needs, their preferences and their buying
behaviour. Then we came to an output that the product will show the positive
response in the target market.
INTRODUCTION
Glimpse of Indian Sweets and Snacks:
India, more than in any other country in the world, has a colorful and diverse
range of food and tastes to offer. For centuries, Indian food and spices have
been known far and wide for their authentic taste and rich quality. India has a
variety of dishes, be it North Indian food or South Indian food in different
combinations and flavors to enhance the pleasure of a meal.
While Indians are great lovers of food, their second love without a
doubt, is the love for traditional Indian sweets and Indian beverages. India is
a country of sweets, and Indians would like to have sweets with almost every
meal. Each region has its own specialties. The Indian version of ice-cream and
is extremely popular with the old as well as the new generation.
The variety of refreshments available in India is as diverse as the
country itself. Each region has its typical and local specialty but some common
features are that they are usually spicy, easily available, and inexpensive. To
relish these snacks, one should develop the taste for thembut once you do,
you want them again and again and again.
HISTORY
Haldirams today is Indias leading Mithais (sweet meat) and Namkeens (salty
snacks) brand, spreading its network on all continents. From a humble
beginning in Bikaner in 1937, Haldirams has grown into a household name in
India Ganga Bishan Agarwal (popularly known as Haldiram), opened a sweets
shop in Bikaner, a small district in Rajasthan, India. In 1941, the name
Haldirams Bhujiawala was used for the first time. Ganga Bishans son,
Rameshwar Lal Agarwal and grandson, Prabhu Shankar Agarwal, expanded
the business by establishing a small manufacturing unit in Calcutta (Kolkata) in
1950.
The demand for Haldirams products was increasing. The Agarwals decided to
set up a large manufacturing facility in Nagpur, Maharashtra in 1970. By 1983,
they were ready to open a major retail outlet in New Delhi. During the 1980s
and 1990s, Haldirams grew at a significant pace. A restaurant was opened in
1995 in Delhi and in 1997, a manufacturing unit for Namkeens was also
established. By the beginning of the 21st century, Haldirams were exporting
their products to Australia, Europe, Far East, Japan, Middle East and North
America. It is truly a Global Brand with sizable customer loyalty. A C Nielson
ranked Haldirams as the 98th most trusted brand in India. The company has
sales of upward of $100 million (Rupees 400 crore).
It is presently headquartered in Nagpur in Maharastra and has regional offices
in
Bombay,
Bangalore,
New
Delhi
and
Chennai
Over a period spanning six and a half decades, the Haldirams Group
(Haldirams) had emerged as a household name for ready-to-eat snack foods
in India. In 2001, the turnover of the Haldirams was Rs 4 billion. Till the early
1990s, Haldirams comprised of three units, one each in Kolkata, Nagpur and
NewDelhi.
The Agarwals family that owned Haldirams was always conscious of the need
to satisfy customers in order to grow their business. The company offered a
wide variety of traditional Indian sweets and snacks at competitive prices that
appealed to people belonging to different age groups. Haldirams had many
firsts to its credit. It was the first company in India to brand namkeens. The
group also pioneered new ways of packaging namkeens. Its packaging
techniques increased the shelf life of namkeens from less than a week to more
than six months. Since the very beginning, the brand Haldirams had been
renowned for its quality products. It is owned by PepsiCo Now.
PRODUCTS
Haldirams offered a wide range of products to its customers .Indian Sweets,
Namkeens (Savories), papad, 3-D Snacks, 3-D Pellets, Vermicelli, Pasta
,Sharbats, Bakery items, dairy products, Ice-creams & other ready to eat
snacks, which are sold under the brand names Haldiram's .In additional to
these packaged products, Haldiram has its own outlets where it sells sweets
and eatables. It also has a range of restaurants in and around Nagpur.
Raj
Kachori is one of the most popular snacks sold by Haldiram's
However, namkeens remained the main focus area for the group contributing
close to 60% of its total revenues. By specializing in the manufacturing of
namkeens, the company seemed to have created a niche market. While the
Nagpur unit manufactured 51 different varieties of namkeens, the Kolkata unit
manufactured 37 and the Delhi unit 25. The raw materials used to prepare
namkeens were of best quality and were sourced from all over India.
Haldirams sought to customize its products to suit the tastes and preferences
of customers from different parts of India. It launched products, which catered
to the tastes of people belonging to specific regions. For example, it launched
Murukkus, a South Indian snack, and Chennai Mixture for south Indian
customers.Similarly, Haldirams launched Bhelpuri, keeping in mind
customers residing in western India. The company offered certain products
such as Nazarana, Panchratan, and Premium only during the festival
season in gift packs. These measures helped Haldirams compete effectively
in a market that was flooded with a variety of snack items in different shapes,
sizes and flavors.
PRICING
Haldirams offered its products at competitive prices in order to penetrate the
huge unorganized market of namkeens and sweets. The companys pricing
strategy took into consideration the price conscious nature of consumers in
India. Haldirams launched namkeens in small packets of 30 grams, priced as
low as Rs.5. The company also launched namkeens in five different packs
with prices varying according to their weights
PROMOTION
Haldirams product promotion had been low key until competition intensified in
the snack foods market. The company tied with Profile Advertising for
promoting its products. 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 cant go wrong,
PLACEMENT
Haldirams developed a strong distribution network to ensure the widest
possible reach for its products in India as well as overseas. From the
manufacturing unit, the companys finished goods were passed on to carrying
and forwarding (C&F) agents. C&F agents passed on the products to
distributors, who shipped them to retail outlets. While the Delhi unit of
Haldirams had 25 C&F agents and 700 distributors in India, the Nagpur unit
had 25 C&F agents and 375 distributors.
Haldirams also had 35 sole distributors in the international market. The Delhi
and Nagpur units together catered to 0.6 million retail outlets in India. C&F
agents received a commission of around 5%, while distributors earned
margins ranging from 8% to 10%. The retail outlets earned margins ranging
from 14% to 30%. At the retail outlet level, margins varied according to the
weight of packs sold
POSITIONING
MANUFACTURING
INFRASTRUCTURE
Encouraged by the tremendous response of consumers, "Haldiram" decided to
go in for up-gradation in technology, packing and production with the
installation of plant and machinery of the order of best available state-of-theart technology and sophistication. By dint of hard work, complete dedication
and uncompromising Quality.
FOOD QUALITY
At Haldiram's, quality is an obsession, enjoyed and trusted by millions of
families. Salty snacks and delicious sweets conform to international standards
of hygiene. All the products are made in the traditional way using modern
norms of hygiene. Spic and Span work environment as well as procedures
ensure optimum levels of cleanliness.
QUALITY CHECKS
There is a strong emphasize on international standards of manufacturing &
quality control. Our products taste like they have arrived fresh out of grannys
kitchen, we share the Indian grannys proverbial fresh for hygiene.Our ethos
may date back to India, but our out look is every bit as professional as that of a
progressive modern day Indian company. Vintage We have regular laboratory
check to ensure that the quality parameters of EDA,VSA & safety Act are met
to every level raw-material to finished products. We also have advanced in
house testing facilities for Aflatoxin, pesticides, Sudan colors and other
microbiological tests.
GROWTH
We are growing at rate of 40% in the international market and confident of
maintaining the pace for the next five years. This is not only been because of
Indians living in abroad but also because Indian food is finding a world wide
audience.
To keep up with incessant we have increased our production capacities
considerably. Presently we have 4 plants in and around Delhi that produce 50
tones of namkeens,20 tones of chips and other food ,5 tones of sweets. When
we started exporting in the year 2001 our figure stood at $1.7mn.Today we
export $6.00mn and hope to sustain a 40% growth over the next 5 years which
is why we have increased our production capacity to keep pace. Today we
have 4 state of the art plants that can churn out 50 tones of quality traditional
namkeens.
Festival Products
COMPANYS PROFILE
Business Type
Export Turnover
Rs 200 crore
Import Turnover
$ 3 million
Capital in Dollars
10 million
Export Percentage
20%
Primary Competitive
Advantages
Sales Volume
Rs 200 crore
Import Value
$ 3 million
No of Staff
2000
Year of Establishment
1941
No of Production Lines
Export Markets
Import Markets
Investment on
Rs 3 million
Manufacturing Equipment
Production Type
Semi-automatic
No of Engineers
Monthly Production
Capacity
1000 tonnes
Memberships
APEDA
Credit Rated
No
Product Range
Website
www.haldiram.com
Factory Address
Staff
Machinery, Equipment Used and Production Process State-of-the-art imported machinary worth 3
million dollors sourced from Holland,
Australia & USA.
Material Used for Production Process
Advantages/Recent Developments
OUTLETS
We have 6 restaurants that are as popular with NRIs as they are with the
locals situated in places that are seen as meccas of street food they are
always packed to the last inch international food chains &street vendors not
with standing. We are providing 96 varieties of Namkeens, 77 varieties of
sweets for breakfast, lunch, dinner and snacks for celebrations. We plan to
leverage our equity in the domestic and international market to become food
cooperation with no just branded product our belt but also diversifying into fast
food retail chains all over the country.
PRODUCTS
The entity is known for its variety of mouth watering food products such as
Sweets, Namkeens, Pickles, Syrups, and Biscuits in the world. The prime
focus of the company is to serve sweets and savories directly to consumers.
The impeccable range of products at Haldiram's includes:
Sweets:
Jamphal, Bengali Rasgulla, Pateesa, Raj Bhog, Nargisi Rolls, Milk
peda, Soan papdi etc.
Syrups/Sharbats: Khus, Thandai, Rose Flavor, Orange Flavor, Badam and
Pineapple Flavor
Pickles:
Namkeen: Aloo Bhujia, Hara Chiwda, Kaju Mixture, Navrattan, Moong Dal,
Bhujia, Cornflakes Mixture, Kashmiri Mixture, Nut Cracker, Khatta Meetha
Snacks: Takatak, chips,
Food:
PRODUCTS
Haldirams Bhujiya
Moong Daal
Classic Rasgulla
Khasta Mixture
Milk Peda
Kaju Katli
Participants
The processed food market in India is characterized by the presence of a number of
multinational food manufacturers and brands such as Heinz, Mars, Pepsi, Nestle,
Cadbury and Pillsbury. Key local players recognized for their national brands include
ITC Agro, Parle, Marico, Gits, Weikfield, Bikanerwala, Godrej, Britannia, Dubur,
Amul and Surya Food. Most Indian food companies are small compared with their
global competitors, with food sales of the top five companies collectively totalling
$2.4 billion in 2003. Food sales of Nestle alone (the world's leading food company)
were $73.5 billion
Contacts
e exports @Haldirams.com (International).
e sales @ Haldirams.com (Domestic).
NEWS
New Delhi, July 2: Haldiram's, India's popular namkeen and snacks maker, will expand
its retail presence in the northern region, with the Delhi unit planning to set up one
outlet every year in the national capital and NCR.
The company presently has six retail outlets in Delhi and NCR, including Noida and
Gurgaon, and targets to have a 15-20 per cent growth in the next fiscal.
''With a total turnover of Rs 500 crore in 2005-06, our namkeens account for 60 per
cent of the turnover, while about Rs 150 crore is contributed by the retail business.
We are targeting a growth of 15-20 per cent annually,'' Images Retail magazine
quoted Haldiram's GM-operations,Delhi, S K Verma as saying.
The company also plans to open express outlets in malls and high footfall areas.
''Details are yet to finalized, but we plan to open express outlets covering an average
area of 800-1000 square feet,'' Mr. Verma added.
On the franchising option he replied in the negative saying that quality is critical for
Haldiram's. Merely investment and expanded space will not help in gaining and securing
customer loyalty.
Current news
Haldirams plans new R&D Center in Noida
We are going to set up R&D center at Noida at end of December for our
continuous efforts for quality products
Sanjay Singhania Manager, commercial, haldirams told to the food and
Beverages News.
Haldirams does not have any policy of franchisees and that all the
showrooms are owned by & maintained by the company. The company has
25 of agents & more than 700 distributors in the domestic market & 25
sale distributors more than 35 buyers in the international market,
exporting products in more than 40 countries included Nepal, Srilanka ,
middle East , far-east, USA, UK,
Germany, Australia, Japan and
Singapore.
Last year our exports was 20 crore, company is operating food hygiene
system that applies the codex alimentanius hazard analysis and critical
control point (HACCP) system and guidelines for its application apex to
CAC/RCP.
And Haldirams was just one of the many small entrepreneurs in the business
of making namkeens & sweets till MANOHAR LAL AGARWAL set up
Haldiram's Sweets in Delhi in the year 1982.And instant acceptance was what
he received. Haldirams soon became one of India's largest brands of
namkeens and sweets growing five folds in the last ten years. The next step
was to upgrade its technology in packaging and production. Today it enjoys a
huge market share and has over 25 different varieties of packaged sweets,
And it's not only in India that Haldiram has made its mark. The USA, Europe,
Canada, Middle East, Australia & New Zealand too have sampled Haldiram's
authentic India Flavors. So much so, that Haldirams also went on to win the
prestigious award for Food & Beverages awarded by Trade Leaders club in
Barcelona, Spain. When Haldiram began it made its business to give people
things that taste good. And in the process, has tasted success itself.
EXPORTING COUNTRIES
-Switzerland
-Peru
-U.S.A.
-Australia
-New Zealand
-Singapore
-Hong Kong
-Bangladesh
-Nepal
-Afghanistan
-Pakistan
-Qatar
-Saudi Arabia
-Kuwait
-U.A.E.
-Russia
-Amsterdam
-Germany
-Spain
-France
-U.K.
-Norway
-Canada
-Nigeria etc.
THE COUNTRY
Motto:
Capital:
Official languages:
Anthem:
Demonym
Government
Density
Population
Water (%)
Area
GDP (PPP)
Per capita
GDP (nominal)
Gini (2002)
46.1
HDI (2007)
Currency
Time zone
Calling code
MST (UTC+8)
+60
THE COUNTRY
An introduction
Malaysia is located in the heart of Southeast Asia, slightly north of the Equator.
It is made up of two geographical regions; viz; Peninsular Malaysia or West
Malaysia comprising of eleven states and the Federal Territory of Kuala
Lumpur and East Malaysia which has two states and the Federal
Territory of Labuan. Approximately 80% of the nations total population
occupies the main peninsula.
HISTORY
ETYMOLOGY
ETHNIC COMPOSITION
The Bumiputera (indigenous) population comprising of the Malays and the
Aborigines account for about 59% with the Chinese at about 29.5% , Indians
at about 10.5% and the balance of 1% represented by other races.
CITIZENSHIP
Most Malaysians are granted citizenship by lex soli. All Malaysians are Federal
citizens with no formal citizenships within the individual states, except for the
states of Sabah and Sarawak and the federal territory of Labuan in East
Malaysia, where state citizenship is a privilege and distinguishable from the
Peninsula. Every citizen is issued a biometric smart chip identity card, known
as MyKad, at the age of 12, and must carry the card at all times. A citizen is
required to present his or her identity card to the police, or in the case of an
emergency, to any military personnel, to be identified. If the card cannot be
produced immediately; the person technically has 24 hours under the law to
produce it at the nearest police station.
GEOGRAPHY
Map of
Administrative divisions
Administratively, Malaysia consists of 13 states (11 in Peninsular Malaysia and
2 in Malaysian Borneo) and 3 federal territories.
Healthcare
Malaysian society places importance on the expansion and development of
health care, putting 5% of the government social sector development budget
into public health carean increase of more than 47% over the previous
figure. This has meant an overall increase of more than RM 2 billion. With a
rising and aging population, the Government wishes to improve in many areas
including the refurbishment of existing hospitals, building and equipping new
hospitals, expansion of the number of polyclinics, and improvements in
training and expansion of telehealth. Over the last couple of years they have
increased their efforts to overhaul the systems and attract more foreign
investment.
Population
Malaysia has a population of approximately 22 million and 80% of them are in
West Malaysia. Malaysia is a multi-racial, multi religious and multi-cultural
society.
Religion
Islam is the national religion. However, the Constitution provides that every
person has the right to profess and practise his own religion and also the right
to propagate his faith, although the right to propagate other religions amongst
the Muslims is prohibited. In addition to Islam other major religions are
Christianity, Buddhism: Chinese religions; Hinduism and Sikhism.
Language
The official language is Bahasa Melayu (although the official language is often
referred to as Bahasa Malaysia). English is widely used in business and
Mandarin and other Chinese dialects, Hindi and Tamil, are also widely used.
Local Customs
Everyday etiquette is relaxed and straightforward. Although no host will insist
upon it, it is polite to remove ones shows at the door of a house upon
Climate
Malaysia is in the tropics and enjoys an equatorial climate. The average
temperature range from 32 degrees Celsius in the day to 24 degrees Celsius
in the night. The humidity is high and averages 80%. This is due to the high
temperature and high evaporation. Rainfall is common throughout the year
with afternoon thunderstorm. The average annual rainfall is 2,500mm .
Politics
Malaysia, which consists of Peninsular Malaysia, Sabah and Sarawak, is not
governed by the same set of laws. In recent decades, there has been some
attempts to achieve uniformity.
Malaysia is a constitutional monarchy and practices parliamentary democracy
with a written Constitution. The constitutional system envisages three
branches of the government
The Judiciary
The Legislature
The Executive
Indians in Malaysia
Country facts
Capital: Kuala Lumpur
Area: 328,550 sq km
Population: 24.53 million
Language: Malay
Government: Federal constitutional monarchy
Currency: Ringgit
Electricity: 230V/50Hz (British plug)
Currency: Ringgit (RM)
Time zone: GMT+8
GDP: $143.9 billion (2007 est.)
GDP per capita: $6,146
Calling code: +60
Local Time
Standard Malaysian Time is 8 hours ahead of Greenwich Mean Time (GMT).
Economy
The economic policies and strategies of the country are set out in the National
Development Policy. These are implemented through the Outline Perspective
Plan. The current action plan is the Seventh Malaysia Plan (1996 - 2000).
Over the last ten years Malaysia has enjoyed an average gross domestic
product (GDP) growth of 8%. Unfortunately economic events of late have
resulted in negative growth for the first two quarters of 1998. The GDP for
1997 is RM141,139 million and the per capita GDP stands at about RM12,000.
WorkingDay
Working days are from Mondays to Fridays and half-day on Saturdays with the
exception of Kedah, Perlis and Terengganu where the working days are from
Saturdays to Wednesdays and half-day on Thursday. The working days for
Kelantan is from Sunday to Thursday. Banking hours during weekdays is
between 9.30am to 4.00pm (or 10.00am to 3.00pm) and 9.30am to 11.30am
on half-days
PublicHolidays
These have to be gazetted and there are many public holidays reflecting the
multi-cultural society. On average there are about 16 days per annum and
holidays differ from state to state.
Health
Yellow fever vaccination is required for all arrivals from infected areas and
from Yellow Fever Endemic Zones
Capital Punishment
The trafficking of illicit drugs and the unlawful possession of live ammunition
and explosives are serious offences in Malaysia. Upon conviction, capital
punishment (death) is the penalty for such crimes.
Immigration
Travelers must possess valid travel documents. This also applies to travels
between east and West Malaysia. No visa is required for nationals of
Commonwealth countries (except Bangladesh, India, Sri Lanka and
Nigeria).No visa is required for a visit not exceeding more than one month for
nationals of ASEAN (Association of South East Asian Nations) countries.
Generally nationals of other countries (other than specific country restrictions)
are allowed to enter Malaysia without a visa for a visit not exceeding one
month. A Social or Tourist Visit is normally granted for a period of 14 days to
three months. Visas must be obtained before entering Malaysia.
Citizens of Israel are not allowed to enter Malaysia. Special approval must first
be obtained. Specific passes are required for employment, business or
professional work in Malaysia. Additional requirements imposed with effect
from 1 Oct 98 : Every person arriving or leaving Malaysia, and not just those
with more than the permissible amounts (of RM 1,000 in Ringgit Cash and
foreign currency up to an equivalent amount of RM10,000), would have to fill
in the TRAVELLERS DECLARATION FORM declaring whatever amounts
they might have.
Travel
Gateway to Malaysia
The major international air gateway into Malaysia is the Kuala Lumpur
International Airport at Sepang, situated about 75 kilometres from the City of
Kuala Lumpur. Other international airports are Penang and Johor Bahru in
Peninsular Malaysia and Kuching and Kota Kinabalu in East
Malaysia.Peninsular Malaysia can be accessed by road and rail from
Singapore in the south and Thailand in the north. The country has an
extensive network of roads and toll-ways. Driving is on the left. The major
seaport is Port Klang, 48 kilometres from Kuala Lumpur.
Major exports
George Town
George Town became a city on 1 January 1957 by a royal charter granted by
Her Majesty Queen Elizabeth II, becoming the first town in the Federation of
Malaya to become a city (Singapore became a city in 1951). However, as a
result of local government reorganizations in 1974, the City Council of George
Town was merged with the Penang Rural District Council to form the Municipal
Council of Penang Island.
Although the city status of George Town was never officially revoked, it is now
questionable whether George Town exists as a corporate entity, let alone as a
city. This is similar to the position of the former city of Rochester in England,
the site of England's second-oldest cathedral, which had been a city from 1211
until 1998, when it was merged with a neighbouring borough. As the new
council was not granted city status, and the city through oversight failed to
appoint charter trustees to inherit the city charter, the city ceased to exist.
This view has been supported by both the state and federal governments, but
is disagreed with by some local residents, who hold that as George Town's city
status has never been revoked it remains a city to this day. As city status is a
matter of law, the actual legal position will depend on an analysis of the Local
Government Act 1976 and the subsidiary legislation which created the
Municipal Council of Penang Island.
The issue of city status has lain dormant since 1974, but in recent years local
resentment has grown as relatively insignificant towns such as Alor Star have
been designated cities. The state government has announced its intention to
petition the Yang di-Pertuan Agong (King) of Malaysia for a regrant of city
status once the city's new boundaries are agreed .
Strategic Planning
Failure to grasp the specific needs of a new market can be costly, both
financially and in terms of damaged corporate image. In volatile, everchanging markets, mistakes can mean wasted costs in advertising, distribution
and production expenses, as well as damage to your brand name and equity.
Developing new products requires effective ways to minimize risk and
maximise gain. New ideas need to be thoroughly tested and evaluated to
reduce risks and helps fine-tune the marketing mix before launch. The key
issues range from idea generation to final marketing mix development:
Foreign Trade
In order to promote the expansion of Malaysias trade, the government
provides for several incentives to promote growth in exports. The incentives
can be obtained though foreign guidelines. In determining the percentage of
approved equity, do refer to the following factors:
Level of technology
Size of Investment
Location of project
Spin-off effect
The employers in Malaysia also need to bear in mind the relevant legislations:
Foreign Exchange
Foreign investments are an important factor in the growth of the country's
economy. However, these must be compatible to the objectives of the National
Development Plan. There are capital exchange controls on external accounts,
trade settlements and currency. However, there are no restrictions on direct
investment and repatriation of interest and dividends and capital.
The ringgit is not freely convertible and can only be transacted through
authorized depository institutions within Malaysia. Current account
transactions will continue to be convertible. All settlements of exports and
imports must be made in foreign currency. Withdrawals from external accounts
require approval except for purchase of ringgit assets. Travelers are allowed to
import or export ringgit currency of not more than RM1,000 per person. There
are no limits on the import of foreign currencies. The export of foreign
currencies by residents is permitted to a maximum of RM10,000 equivalent.
The export of foreign currencies by non-residents is permitted up to the
amount of foreign currency brought into Malaysia by the non-resident.
Residents are required to obtain approval before they can borrow in foreign
currency of more than the equivalent of RM5 million from non-residents. Non
resident controlled companies operating in Malaysia are required to obtain
permission for credit facilities exceeding RM10 million and are required to
obtain at least 60% of their domestic credit facilities from Malaysian owned
financial institutions.
Regulation
There is only a single set of regulations for Malaysians and foreigners doing
business in Malaysia. A foreign entity may carry out trade or services direct
with any business entity in Malaysia. However, to carry on business in trade or
services in Malaysia it has to be carried out through a registered business
entity under the laws of Malaysia.
This can be achieved in many ways. However, for foreign investors the
avenues opened to them is either through a corporation limited by shares
incorporated under the Companies Act, 1965 or through a branch registered
under the Companies Act, 1965. Corporations incorporated or registered
pursuant to the Companies Act, 1965 have to comply with the requirements of
the Companies Act, 1965 such as the regulations of the corporation,
maintenance of registers and books of accounts reporting, capital and
distribution and incorporation and liquidation.
For Malaysians they are also able to carry on business through a sole
proprietorship or a partnership registered under the Registration of Businesses
Act, 1956.Foreign entities may also set up a representative office if they do not
intend to carry out business activities but would like to oversee their operations
or investments or to gather market information in Malaysia.
Malaysian laws are governed by statutes and the other principal statute that all
businesses have to comply with is the Income Tax Act, 1967. Most industries
are well regulated and specific legislation applies to specific businesses. Some
of the applicable legislation is set out in the summary. The summary is not
exhaustive and more information may be obtained from any of our member
firm in Malaysia.
Financial Reporting
The Companies Act, 1965 requires that a corporation should prepare annual
accounts and have it audited before tabling it at an annual general meeting of
members for their approval at least once in each calendar year. The accounts
should be prepared in accordance with the Companies Act, 1965 which
includes the compliance with approved accounting standards. Accounts have
also to be prepared for the Inland Revenue Board for the purpose of
assessment to income tax.
Tax
Malaysian taxation is based on the imputation system and is territorial.
Malaysia has signed Tax Treaties with over 45 countries. The principal statute
is the Income Tax Act, 1967 which governs the taxation of income. The income
tax rate for corporation is 28% and for individuals is on graduated rates up to a
maximum of 30%.
Real Property Gains Tax is also assessable on realty related transactions and
the rate of tax range between 5% to 30%.There is also direct tax legislation
covering import duty and excise duty ranging from 5% to 300% and sales tax
and service tax ranging from 5% to 10%.
Advertising
The structure of the advertising industry in Asia Pacific has been affected by
globalization and international alignments creating a smaller number of very
large agencies and the growth of independent major media buying houses. It
has also seen the emergence of a range of new boutique creative and/or
strategic agencies.
Very sophisticated software optimization and planning systems are now
integral to the industry, enabling agencies to offer a unique positioning in the
marketplace to attract new business. At the same time agencies are looking to
create an individual or unique perspective or process, again to offer a strategic
point of difference.
Media
Globally, the media industry is embarking on one of the most significant and
dynamic eras of change. Largely driving this change is technological
development but the industry is also being affected by the impact of
globalization of media ownership, the phenomenal growth of the internet, and
other ambient media such as outdoor, point of sale television, bus and taxi
sites.
At the same time each of the main media is increasing in complexity.
Electronic media will be subject to the introduction of digital transmission and
reception which, amongst other things, greatly increases the number of
channels available for broadcasting and introduces the option of
complementary datacasting services. All of these need to be measured
appropriately so that audiences can be clearly and accurately understood by
media owners, planners and buyers.
The process of creating media strategies has become more complex and
dynamic with the introduction of very sophisticated software designed to
optimise media selection against an unending range of criteria. There is a
growing movement away from the use of simple age sex demographics for
most media assumptions and an increasing appreciation of the need for a
more holistic understanding of current and potential customers, including
characteristics such as media usage, buyer behaviour, attitudes, lifestyle and
interests
Distribution
Channels of distribution
Port
Roadways
Warehouse
Outlets
Target Audience
Families
Teenagers
Indians living in Malaysia
Indian Food lovers
Measures of Publicity
Television
Radio
Telephones
Newspapers
Magazines
Word of Mouth
Retailing
For the foreseeable future, most retailers will be faced with the challenge of
attracting consumers to their store, persuading them to spend money once
inside and achieving this with the most. The future of retailing has been the
subject of significant speculation over recent years, particularly with the advent
of direct marketing and internet shopping. For the foreseeable future, most
retailers will be faced with the challenge of attracting consumers to their store,
persuading them to spend money once inside and achieving this with the most
efficient retail operations.
SWOT Analyses
Strength
There is a large number of Indian population residing in Malaysia, for that they
will not missing the traditional Indian food. Haldirams have a successful
business in Singapore which is next to Malaysia. And last but not the least
haldirams has a number of foreign customers who have being enjoying the
Indian food for decades.
Weakness
Haldirams have only the traditional Indian food and not the Global food.
Opportunities
Opportunities of Haldirams are that it is going to target new audience and
Making the Indian food popular in other countries. And a day will come when
Indian food which is known for its taste and spices would be popular in the
entire world.
Threats
A threat of haldirams is that some of the Global foods product may be
dominant over the Haldirams.
Conclusion
Here we end up with the conclusion that Haldirams is one of the branded
products which is leading in the Indian market with a name and fame for its
famous Sweets as well as Savories. From a humble beginning in Bikaner in
1937, Haldirams has grown into a household name in India Ganga Bishan
Agarwal (popularly known as Haldirams), opened a sweets shop in
Bikaner, a small district in Rajasthan, India It is the market which has the
potential to attract the customers towards its Traditional range of Food. A C
Nielson ranked Haldirams as the 98th most trusted brand in India. It was
the first company in India to brand Namkeens. It was also one of the first
companies in India to open a restaurant in New Delhi offering traditional
Indian snack food items. The Product is exporting its varieties of products in
the Indian market. Here this project is for Launching Haldirams in Malaysia
which is the country known for its varieties of Population and its Food habits
as well as Taste. It is going to launch its product in Malaysian market in the
state Penang, which is known as food paradise of Malaysia. Haldirams has
a successful response all the world, Global market.
BIBILIOGRAPHY